Non-Fungiable Tokens (NFTs) and Their Impact on Branding

NFTs in Marketing
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Article Critique and Analysis
This is a journal article published in the International Journal of Research in Marketing. The article is centered on how can non-fungible tokens bring value to brands. It is a very recent article whose author is affiliated to the University of Liverpool management school. The author declared that there was no competing interest or personal relationship that could have influence on his work. He also provided a list of references of materials he used in research. The article is also reviewed and has been published by a reputed journal publisher, Elsevier.
The main reason for authorship is centered on how businesses can create value for their brands through NFTs. The author argues that the brands can turn into an NFT their physical products such as shoes, shirts, or art to attract brand awareness, generate cross-selling opportunities, and spark stronger perceived ownership of certain brand elements CITATION Col23 \l 1033 (Colicev, 2023). He further notes that businesses can also tap into the community culture around NFTs to grow, build and strengthen their brands.
The author has articulated some key points about how brands can leverage on NFT technology to grow and reach new markets. The author has drawn from examples of companies like Anheuser-Busch which is an internationally recognized and well-reputed brand and how it has used this new technology for branding and marketing. Using such examples and how they incorporated the technology into their marketing strategy highlights to the reader why it is important to pay attention to the technology’s potential. The author has also listed some of the way the technology can be useful in marketing highlighting opportunities in each stage of marketing; pre-purchase stage, purchase stage and post market stages. Additionally, the author listed some challenges and future direction of the technology in relation to marketing and building brands. He highlighted how each potential research path can pan out to researchers as more literature and information about NFTs and marketing come to the fore.
On the other hand, the article seems like a personal opinion that has been cropped up with cherry picked information from various sources to support the author's point of view. The writing style resembles that of a blog where the author writes and opinion piece about a product or a service. There seems to be no defined scientific process anchored in a well-defined research question and a scientific process to answer the question. If the author had a question, it seemed vague as he has hardly provided a comprehensive answer to it. It is neither primary research or a secondary research article. There is no defined methodology of how the author researched and arrived to his conclusions on the subject. Additionally, the reader struggles to find how some of the content is relevant to the research question. It feels like a blog post or an article published to communicate the opinions of the author.
The article can be broken into two sections; how NFTs can be used to bring value to brands in pre-purchase, purchase and post-purchase stages. The content in this section seems relevant to the topic....