Public blockchain platforms opened new possibilities for companies to interact with consumers. In 2023, big brands launched isolated web3 loyalty experiments. This initiatives reshape the compositions of companies’ CRMs adding wallet addresses and tokens as interaction channels. To address this topic, the student will be required to apply a single (multiple) case study methodology, focusing on companies that successfully introduced tokens within a marketing campaign and providing quantitative insights on the effectiveness of token-based marketing tactics.

The thesis student will collaborate with researchers, working synergistically with the activities of the Blockchain & Web3 Observatory (www.osservatori.net). This involvement includes participation in workshops for discussions with key market players. The student will receive support throughout the preparation and execution of analyses and will have the possibility to do a workstudy period at the Observatory.