Chaonan Yan, a PhD student at the BRISTT, has received the Best Conceptualization award at the 7th International Conference on Marketing Strategy & Policy (MSP) in Newcastle, UK. , founded in the UK in 2016 serves as a platform for the exchange of cutting-edge ideas, strategies, and research findings in the realms of marketing, strategy, and policy.
Chaonan's achievement comes as a result of her research paper titled "Investigating the Role of Customer Engagement in the Non-Fungible Token Markets." Her paper delves deep into the dynamic landscape of non-fungible token (NFT) markets, exploring the pivotal role of customer engagement in shaping market dynamics and consumer behaviour. This paper was selected as the standout piece for its innovative conceptualization in the field of marketing, distinguishing itself among more than 70 submissions from the conference. This work is supervised by Dr. Yichuan Wang and Dr. Lien Monkhouse.