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Keywords: NFT
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (8): 2022–2057.
Published: 31 July 2026
.../methodology/approach The research design considers two studies: one exploratory, based on interviews with Web3 experts and the other on econometric analysis of data from X (13 million tweets relating to 7 Web3-native brands) and OpenSea (315 million nonfungible token [NFT] transactions). Findings...
