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A Study on Consumer Perception of NFT based on Brand Concept Map

Author

Listed:
  • Jinbo Zhang

    (Tianjin University of Technology and Education, China)

  • Jing Li

    (Tianjin University of Technology and Education, China)

Abstract

As the digital economy and meta-universe continue to expand, there is a growing demand for research on Digital Collection. For companies seeking to achieve rapid growth and advance digital consumption, it is crucial to have a comprehensive understanding of how consumers perceive Digital Collection in today’s digital age. Based on the introduction of brand concept maps, this study draws a map of the consumer perception structure of Digital Collection with Chinese consumers as the research object and provides corresponding suggestions for enterprises to carry out marketing activities using Digital Collection, which is guiding significance for the healthy and green development of the Digital Collection market development and promotion.

Suggested Citation

Handle: RePEc:epw:comput:v:3:y:2023:i:4:id:10118
DOI: 10.24018/compute.2023.3.4.118
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