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Keywords: Non-fungible tokens
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing 1–16.
Published: 28 August 2026
...Eunyoung (Christine) Sung; Ohbyung Kwon; Jinyoung Im Purpose This study’s aim is to examine the effects of actual metaverse users’ parasocial relationships with artificial intelligence– (AI-) controlled non-player characters (NPCs) on digital luxury non-fungible token ( NFT ) brand preferences...
