Renu Bala’s scientific contributions

The rapid evolution of blockchain technology has led to the emergence of non-fungible tokens (NFTs) as a novel and disruptive tool within the realms of digital art, collectibles, and entertainment. This research chapter delves into the nascent yet rapidly growing trend of utilizing NFTs for marketing campaigns. As traditional marketing strategies continue to face challenges in capturing audience attention and engagement, NFTs offer a unique avenue to enhance brand-consumer interactions. This chapter aims to provide a comprehensive analysis of NFT-based marketing campaigns, examining their effectiveness, challenges, and potential for reshaping the future of advertising. The study also delves into the underlying psychological and economic factors that contribute to the success of NFT-based marketing, including scarcity, ownership, and emotional resonance.