255. IJRM. How NFTs Can Bring Value to Brands.
March 2, 2023
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Change in how marketers think about engaging with consumers is a constant and the rate of change is accelerating.
NFTs are part of the new marketing landscape. What they are and what they mean to consumers is still being explored as is how they might function for marketers.
Today we’re speaking with Anatoli Colicev for a deep dive into NFTs and how they can bring value to brands.
Topics include:
What NFTs are.
How NFTs can expand the ways marketers engage with consumers.
Why NFTs shouldn’t be treated like a one-off product release, but rather an ongoing marketing campaign.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Anatoli Colicev’s research interests are driven by his passions, by the research puzzles, and quite often by the people around him. Anatoli is a quantitative modeler with a Ph.D. in Decision Sciences and Statistics (ESSEC Business School). His collaborations include the fields of marketing, management, operations management, accounting, finance, and economics. His topics include NFTs, blockchain and Web3, social media marketing, marketing-finance interface, ESG, and strategic management. He works with empirical data and collaborates with companies such as Metro AG, YouGov Group, and Equileap. His work has appeared in the Journal of Marketing, Journal of Marketing Research, Strategic Management Journal, International Journal of Research in Marketing, Long Range Planning, Journal of Interactive Marketing, and others.
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International Journal of Research in Marketing
Anatoli Colicev