Work

Unlocking the Power of Non-Fungible Token (NFT) Marketing: How NFT Perceptions Foster Brand Loyalty and Purchase Intention among Millennials and Gen-Z

Year: 2023

Type: article

Source: Journal of Interactive Advertising

DOI: 10.1080/15252019.2023.2258875

Authors: Quan Xie, Sidharth Muralidharan, Steven M. Edwards, Carrie La Ferle

Institution: Southern Methodist University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

Funder: General Board of Higher Education and Ministry

OpenAlex ID: W4387970078

FWCI: 13.19

Cites: 65

Cited by: 50

Related to: 10