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http://dx.doi.org/10.9723/jksiis.2022.27.5.061

A Study on NFT Marketing Cases to Bring in the Web 3.0 Era: Focusing on NFT Art in Japan 「HARTi」  

Ha, YounSoo (숙명여자대학교 IP HRD)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.27, no.5, 2022 , pp. 61-72 More about this Journal
Abstract
Web 3.0 is also called the "next-generation Internet" and is a new concept that started in 2018 and is attracting attention as the beginning of the "distributed Internet era". As Web 3.0 became mainstream, non-fungible tokens (NFTs) serving as content as services were distributed, and companies started to introduce NFTs in their marketing campaigns. This is because NFTs can be used to promote brands to new consumers. In this study, using Japan's 「HARTi」 NFT Art as an example, we investigate a new method using urban infrastructure and spaces, not NFTs that exist only in the Japanese art market and online. By analyzing social issues following the introduction of a new digital marketing method based on NFT Art, we will discuss issues and countermeasures in the domestic NFT Art market and present a positive outlook.
Keywords
NFT; Web 3.0; Art market; Marketing; Urban infrastructure;
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Times Cited By KSCI : 2  (Citation Analysis)
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