What's in a name? a definition and theoretical integration of cryptomarketing
Treiblmaier, Horst; Tan, Teck Ming (2026-03-25)
Taylor & Francis
25.03.2026
Treiblmaier, H., & Tan, T. M. (2026). What’s in a name? a definition and theoretical integration of cryptomarketing. Cogent Business & Management, 13(1). https://doi.org/10.1080/23311975.2026.2648763
https://creativecommons.org/licenses/by/4.0/
© 2026 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
https://creativecommons.org/licenses/by/4.0/
© 2026 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
https://creativecommons.org/licenses/by/4.0/
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:oulu-202604082512
https://urn.fi/URN:NBN:fi:oulu-202604082512
Tiivistelmä
Abstract
The term “cryptomarketing” has recently emerged among practitioners and academics to denote activities that use decentralized technologies to transform, improve, and supplement existing marketing strategies. In this commentary article, we resolve common confusions about the term’s definition and illustrate how blockchain’s idiosyncrasies enable marketing activities that have hitherto not been possible. We suggest ways to integrate cryptomarketing into nine theories frequently used in marketing research and propose exemplary research questions as starting points. In summary, we show why an informed academic debate on cryptomarketing will be valuable to scholars and practitioners.
The term “cryptomarketing” has recently emerged among practitioners and academics to denote activities that use decentralized technologies to transform, improve, and supplement existing marketing strategies. In this commentary article, we resolve common confusions about the term’s definition and illustrate how blockchain’s idiosyncrasies enable marketing activities that have hitherto not been possible. We suggest ways to integrate cryptomarketing into nine theories frequently used in marketing research and propose exemplary research questions as starting points. In summary, we show why an informed academic debate on cryptomarketing will be valuable to scholars and practitioners.
Kokoelmat
- Avoin saatavuus [42497]
Ellei muuten mainita, aineiston lisenssi on https://creativecommons.org/licenses/by/4.0/