Transformation from Web2 to Web3; non-fungible tokens in marketing

This thesis examines the evolution of blockchain, the rise of NFTs, their use in marketing, their brief but transformative presence in the Metaverse, examples from global brands, the transition from Web 2 to the emerging Web 3, the principles of Web 3, and the complex interconnections between these elements. The relationship between Web 3 and NFTs (non-fungible tokens), which have become a focal point of the digital economy, is worthy of examination. This examination include an investigation of the implications for individuals and organizations, as well as strategies for navigating the rapid evolution of this technology. In my work I also used the method of frame analysis, as well as the study of examples through the prism of McLuhan's tetrads.