Setting sail in a tokenized world: An exploration of the Bored Ape Yacht Club and the co-created consumer experience

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI:10.1016/j.ijresmar.2024.03.002

Myriam Brouard

引用次数: 0

Abstract

Imagine if owning a specific baseball card gave you the privilege of attending their home games. Or that having attended previous Taylor Swift tours entitled you to purchase tickets for her next tour. What would that be worth, and how would that change the way in which you relate to the brand or to the artist? This article examines the case of the Bored Ape Yacht Club (BAYC), a prominent Non-Fungible Token (NFT) community. The investigation reveals the multifaceted nature of NFTs, which can act as keys to access exclusive clubs and privileges, and as independent products whose value is inherently linked to market dynamics. By doing a deep dive into one of the most prominent NFT communities, BAYC, this work underscores the potentially transformative effects of NFTs on consumer experience, providing a deeper understanding of value co-creation in the rapidly evolving decentralized landscape.

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在代币化的世界里扬帆起航：探索无聊猿游艇俱乐部和共同创造的消费体验

想象一下，如果拥有一张特定的棒球卡，你就可以参加他们的主场比赛。或者，如果你参加过泰勒·斯威夫特之前的巡演，你就有资格购买她下次巡演的门票。它的价值是什么？它将如何改变你与品牌或艺术家的关系？本文研究了Bored Ape Yacht Club （BAYC）的案例，这是一个著名的不可替代代币（NFT）社区。调查揭示了nft的多面性，它可以作为进入高级俱乐部和特权的钥匙，也可以作为价值与市场动态内在联系的独立产品。通过深入研究最著名的NFT社区之一BAYC，这项工作强调了NFT对消费者体验的潜在变革性影响，为快速发展的分散环境中的价值共同创造提供了更深入的理解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Research in Marketing BUSINESS-

CiteScore

11.80

自引率

4.30%

发文量

审稿时长

66 days

期刊介绍： The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.