Blockchain Papers

Baohong Sun

No abstract is available for this record.

Baohong Sun

No abstract is available for this record.

Sebastian Zupok, Michal Kapala

Purpose: This article proposes and applies the 6V Framework to conceptualize and evaluate next-generation marketing channels in the digital economy.It aims to understand how emerging formats-such as voice commerce, immersive AR/VR environments, retail media networks, and Web3-based platforms-are reshaping customer engagement, brand experience, and value creation.Design/Methodology/Approach: Building on an extensive literature review and theoretical synthesis, the paper introduces the 6V Framework, consisting of six analytical dimensions: Value, Velocity, Visibility, Verifiability, Virtuality, and Vulnerability.The framework is applied to an in-depth case study of Nike .Swoosh, supported by a comparative evaluation of other leading platforms (e.g., Adidas, Gucci, Starbucks) to illustrate strategic patterns and innovation trajectories.Practical Implication: The article provides marketers, strategists, and digital transformation leaders with a practical framework for analyzing, designing, and governing complex marketing environments.It supports decision-making regarding channel investments, user experience design, and ethical risk management in data-rich, technology-driven contexts.Originality/Value: In contrast to legacy models focused on linear transactions and control, the 6V Framework captures the dynamic, participatory, and decentralized nature of modern marketing channels.It offers a novel conceptual lens for assessing strategic and operational implications of digital channel innovation.

Stefan Detscher, Michelle Knapp

No abstract is available for this record.

Fabian Zentel

No abstract is available for this record.

Zhengchang Jing, Hexiao Kang, Liu Jia, Aiyu Sun

In 2021, the metaverse concept burst out of the ring under the influence of a number of factors. When the metaverse achieved good results in the gaming and social sectors, major companies tried to expand their own sales areas through the metaverse. Based on core technologies such as virtual reality and artificial intelligence, they create their own virtual images and virtual scenarios and issue non-fungible tokens (NFT) in an attempt to carve out a whole new path in the metaverse space. As the metaverse is still in its infancy, its application in various fields is also in the experimental stage. Therefore, based on the metaverse technology and digital marketing theory, this research uses an inductive and deductive approach to illustrate the application of the metaverse in different marketing scenarios and its impact on products. At the same time, it provides feasible marketing suggestions and methods for brand marketing, such as establishing online virtual experience spaces.

Alex Connock

Media companies – and their management teams – must innovate to survive in a constantly evolving technology landscape. Ten key possible future developments in the media business are identified: (1) The primacy of Intellectual Property ownership will grow, and especially so if blockchain solutions like Non-Fungible Tokens (NFTs) reach mass-market use, clarifying content ownership across the full user lifetime, and empowering creators. (2) Artificial Intelligence will have major impact in all phases of content development, production, distribution and monetisation – and also content moderation. (3) Star power will both increase and (with synthetic humans and voices) become more complex across media channels. (4) Global diversification of storytelling voices will continue; the Anglo-centric world view will continue to diminish in media dominance. (5) Direct and indirect (affiliate-driven) e-commerce will integrate more directly with content distribution, developing a viable monetisation channel. (6) Subscription will continue to be the most highly rated monetisation tool, because of the clarity and optimisation of its customer lifetime value. (7) Non-media companies and governments will continue to grow as media producers. (8) Digital privacy debates will remain a contentious issue. (9) Information warfare will proliferate, as will counter strategies. Both sides of the conflict will increasingly use AI. (10) Reputation will be the new business equity, to be protected and curated as carefully as financial investment. The chapter concludes with an analysis of Hong Kong-based Phoenix Waters Production, which is incorporating blockchain and NFTs into its output.