What’s in a name? a definition and theoretical integration of cryptomarketing

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.