Abstract This research investigated whether vicarious touch in metaverse advertising could produce desired outcomes. We examined the influence of consumers’ need for touch (NFT) and specific message appeal types (hedonic vs. utilitarian) on the effectiveness of metaverse advertising. The results…
Tag: nft
For NFT Collectors, There’s a Fine Line Between Buzz and Boredom
Non-fungible tokens (NFTs) are all the rage, with collectors spending vast sums — in some cases, tens of millions of dollars — to own and trade unique digital images.