Andrea Sestino – författare

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.

This book explores the crucial role of “remembering” the fundamental purpose of firms’ existence especially in today’s context: Meeting individuals’ and societal needs. Through seven chapters, the book shed light on the issue of the integration of new technologies within value propositions, by examining their positive impacts on both individual and societal wellbeing. Beginning with an examination of evolving consumers expectations and the core mission of companies, it proceeds through a rigorous analysis of digital technologies impact on wellbeing. Chapters intricately explore themes such as the adoption of mobile health technologies, the role of AI in shaping positive emotions, and the transformative potential of gamification in cultural heritage experiences. Nonetheless, a qualitative examination of sustainable digital business models offering practical insights into fostering wellbeing through technological innovation is also presented. Ultimately, the book culminates in a holistic discussion on integrating digital technologies to enhance collective wellbeing, offering comprehensive insights and conclusive trajectories for future considerations. The book also offers some Case Studies and specialists’ perspectives exploring real success stories deriving from firms, managers, scholars and practitioners committed to the mission of positively integrating managing new technologies.

With a preface by Prof. Yogesh Dwivedi, and Prof. Paolo Boccardelli.