Crypto-marketing: how non-fungible tokens (NFTs) challenge traditional marketing
本文探讨NFT如何挑战传统营销对数字所有权、独特性、价值、真实性、地位、分享、品牌和分销的理解，并提出初步研究问题，为未来“加密营销”研究提供切入点。
Abstract In this article, we argue that non-fungible tokens (NFTs) challenge established marketing understanding of digital ownership, uniqueness, and value; authenticity, status, and sharing; and branding and distribution. We propose a set of preliminary research questions rooted in these areas, in hopes of offering entry points to future programmatic investigation of the broader field of “crypto-marketing.” This emerging subdiscipline offers opportunities to expand our understanding of consumer behavior, pricing, and product design and may be crucial in predicting the future of our discipline as NFTs further evolve.