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LUXURY BRANDS ENTER METAVERSE: USING NFTS AS A POWERFUL TOOL TO CONSTUCT DIGITAL DESIRABILITY IN PHYGITAL MARKETING

Wuxia Bao, Liselot Hudders, Shubin Yu, Emma Beuckles

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.659

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THE UNINTENDED DESIRABILITY OF POSITIVE EXPECTANCY VIOLATIONS IN METAVERSE ADVERTISING

Sun Joo Ahn, Jooyoung Kim, Jaemin Kim, Jongwha Kim

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.440-442

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