Non-Fungible Tokens (NFTs)

Name: Non-Fungible Tokens (NFTs)
Brand: Springer Nature
SKU: 9783031072031
Availability: InStock

Non-Fungible Tokens (NFTs)

Brand

Springer Nature

Manufacturer

N/A

Part Number

GTIN

9783031072031

Condition

New

0 Reviews

0 Questions | 0 Answers

Product Description

This book focuses on the relevance of non-fungible token-based products in the current hyper-digitalized and hyper-connected world. Connecting the new NFTs technologies with academic literature on marketing, the authors highlight future research streams as well as strategies and factors that marketers and managers can use to promote this new type of product. Starting with an overview of the nature and increasing importance of NFTs in marketing, the authors extensively examine the blockchain technology that underlies this new innovation along with its applications. Specifically, by reviewing the existing literature on NFTs, the authors explain the emerging topics and business opportunities offered by NFTs for intellectual property protection, development of new lifestyles, and forms of entertainment. The second part of the book investigates NFTs in three different contexts: art, music, and fashion. By exploring the key behavioral variables that underlie consumers intentions to purchase NFT-based products (i.e., materialism, status consumption orientation, innovativeness), the authors discuss the various implications for advertising and marketing strategies in such industries. Offering a state-of-the-art look at this new technology, this book presents a guide for scholars and anyone looking for an understanding of NFTs and the opportunities they present. With a preface by Russell Belk.

Available Colors

N/A

Available Sizes

N/A

1 Offer Price Range: $34.99 - $34.99

BEST PRICE

Single Product Purchase

$34.99

@ Link.springer.com BUY Now

Price Comparison

Seller	Contact Seller	List Price	On Sale	Shipping	Best Promo	Final Price	Volume Discount	Financing	Availability	Seller's Page
BEST PRICE 1 Product Purchase @ Link.springer.com Rate Seller This functionality is for registered users only. Go to Login/Register		$34.99	$34.99			$34.99		See Site	In stock	Visit Store