Nonfungible Tokens Nfts

This book focuses on the relevance of nonfungible tokenbased products in the current hyperdigitalized and hyperconnected 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 technol