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Keywords: Social comparison orientation
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Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (2): 294–314.
Published: 01 July 2023
... a model that explores how social comparison orientation (SCO) influences perceived exclusivity and financial benefits of NFT marketing, subsequently impacting experiential evaluations, willingness to purchase NFTs and brand loyalty. Design/methodology/approach We conducted two experiments to test our...
