IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04069880.html
   My bibliography  Save this paper

Understanding non-fungible tokens (NFTs): insights on consumption practices and a research agenda

Author

Listed:
  • Rami Alkhudary

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - Université Paris-Panthéon-Assas)

  • Bertrand Belvaux

    (CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - UB - Université de Bourgogne - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

  • Nathalie Guibert

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - Université Paris-Panthéon-Assas)

Abstract

Non-fungible tokens (NFTs) have expanded beyond the cryptoart movement into the digital realm, promising a multibillion-dollar virtual ecosystem. However, marketing studies that attempt to explain this phenomenon remain nascent and even scarce. To fill this void, our research responds to a call for explicit usage of marketing theories to explain the universe of actions and the unacknowledged conditions that constitute people's behaviors when purchasing NFTs. More precisely, this research applies Holt's typology of consumption practices and provides useful insights based on empirical findings into the different ways in which NFT customers consume digital data. Moreover, we propose a research agenda to drive discussions regarding the consumption practices of and potential markets for NFTs. Our contribution extends the usage of information technology and addresses anyone working in marketing science.

Suggested Citation

  • Rami Alkhudary & Bertrand Belvaux & Nathalie Guibert, 2022. "Understanding non-fungible tokens (NFTs): insights on consumption practices and a research agenda," Post-Print hal-04069880, HAL.
    • Handle: RePEc:hal:journl:hal-04069880
    DOI: 10.1007/s11002-022-09655-2
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04069880. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.