Jaroslava Gburová, Daniela Matušíková, Andrea Vadkertiová
This study explores how demographic factors shape perceptions of celebrity and influencer marketing in the context of promoting cryptocurrencies, particularly in the tourism sector. It evaluates whether such marketing strategies effectively promote cryptocurrencies and how their impact varies across demographic groups. By analyzing responses from a sample of 161 predominantly young and educated respondents, the study uses statistical methods to identify differences in perceived marketing effectiveness based on age, gender, and other demographics. Findings reveal no significant demographic differences in effectiveness; instead, the study underscores the importance of universal marketing qualities, such as authenticity, credibility, and relevance. These results suggest the need for inclusive marketing strategies that foster trust and transparency. Additionally, the study highlights avenues for future research, including cultural and ethical considerations, to refine marketing approaches and develop innovative campaigns that drive cryptocurrency adoption and trust in the tourism industry.
Open access
Digital Marketing and Social Media
Consumer Behavior in Brand Consumption and Identification
Daniela Matušíková, Jaroslava Gburová, Andrea Vadkertiová
This study examines consumer attitudes toward cryptocurrencies in Slovakia, focusing on the perceived adequacy of their promotion and the influence of demographic factors such as education, gender, and age. The findings reveal that a significant majority of respondents view cryptocurrency promotion as insufficient, with 77.77% expressing dissatisfaction. Demographic factors were found to have minimal impact on attitudes, suggesting that universal barriers—such as trust, technological literacy, and perceived risks—play a more critical role. Social media emerged as a key platform for engaging consumers, particularly younger demographics, provided that campaigns are well-targeted and informative. These results highlight the need for innovative promotional strategies emphasizing transparency, education, and trust-building to bridge the gap between cryptocurrencies and broader consumer adoption. The study contributes to the growing literature on cryptocurrency marketing by providing actionable insights for addressing challenges in emerging markets like Slovakia.
One of the primary uses of blockchain technology is cryptocurrencies, which have grown significantly in popularity in recent years due to investors looking for alternatives to traditional currencies for value storage or speculation. But not every investor makes big financial commitments or does so for the same reasons. However, it appears that peer pressure and word-of-mouth are significant factors in the adoption of cryptocurrencies. This empirical study focuses on the factors that affect the adoption of cryptocurrencies from prospective investors. The study employs qualitative methodology and semi-structured interviews with investors from EU and UK that have digitally advanced economies when it comes to payment mediums. Purposive sampling was used to choose participants who were interviewed via video conference. Data analysis was done using grounded theory technique in conjunction with thematic analysis. Two dimensions can summarize the main findings. According to the first dimension, the perceived return on investment has a major role in influencing the adoption of cryptocurrencies, and the second dimension refers to peer and friend influence as a powerful effect. The present study contributes to the existing body of research and sets the stage for further quantitative investigation as policymakers can use the empirical findings to understand public perceptions of cryptocurrencies and safeguard investors with appropriate regulatory actions.
Memecoins, driven by social media engagement and cultural narratives, have rapidly grown within the Web3 ecosystem. Unlike traditional cryptocurrencies, they are shaped by humor, memes, and community sentiment. This paper introduces the Coin-Meme dataset, an open-source collection of visual, textual, community, and financial data from the Pump.fun platform on the Solana blockchain. We also propose a multimodal framework to analyze memecoins, uncovering patterns in cultural themes, community interaction, and financial behavior. Through clustering, sentiment analysis, and word cloud visualizations, we identify distinct thematic groups centered on humor, animals, and political satire. Additionally, we provide financial insights by analyzing metrics such as Market Entry Time and Market Capitalization, offering a comprehensive view of memecoins as both cultural artifacts and financial instruments within Web3. The Coin-Meme dataset is publicly available at https://github.com/hwlongCUHK/Coin-Meme.git.
Kilian Schmück, Magnus Schückes, Tobias Gutmann, Oliver Gassmann
Business model literature, while insightful, primarily focuses on the Internet and Web 2.0 contexts. The emergence of pioneering digital technologies, especially the Web3 anchored by blockchain, necessitates reevaluating business model paradigms, particularly those of platform business models within related ecosystems. This study delves into blockchain's unique affordances, investigating how they mold novel Web3 business model patterns and integrate into specific platform ecosystems. We scrutinize the characteristics, trajectories, and synergies of value creation and capture. Using a mixed-methods approach involving 171 interviews and a subsequent sample of 126 Web3 ventures, we delineate a taxonomy of Web3 business model dimensions, clustering emergent decentralized platform ecosystems into pertinent archetypes. Our theoretical model delineates how blockchain affordances influence these configurations, emphasizing the dynamic between a platform's nucleus and its fringes. We highlight Web3 platform design choices leaning towards data sovereignty, emphasizing how the degree of blockchain integration within platform governance—leading to information symmetry and platform disintermediation—transitions digital trust to what we term as digital truth . • Blockchain-based platforms enable new decentralized governance structures in platform ecosystems. • Two distinct Decentralized platform archetypes are identified: Federated and Web3 platform ecosystems. • Platform-inherent token is crucial for incentivization and coordination schemes in fully decentralized platform ecosystems. • Blockchain affordances offer innovative pathways for overcoming B2B platform challenges. • Our study provides managerial insights for designing blockchain-based platform strategies.
This study investigated the role of trust(TR)in mediating the impact of electronic word of mouth (EW) and security(SE)on cryptocurrency purchase decisions(PD). A cross-sectional survey design was employed, and data were collected through 330 distributed questionnaires, of which 320 valid responses were retained after validation steps that included confirming prior cryptocurrency usage. The sample consisted of active cryptocurrency users in Indonesia, aiming to explore the relationships between EW, SE, attitudes(AT), perceived behavioral control(PB), TR, and PD. Structural equation modeling was used to analyze the data and test the hypothesized relationships. The findings highlighted that TRsignificantly mediated the effects of both EWand SEon PD, underscoring TRas a crucial factor in the cryptocurrency market. Additionally, the study revealed that PBplayed a significant role, particularly in mediating the relationship between SEand PD, suggesting that consumers' confidence in managing transactions greatly influences their purchasing behavior. The results contribute to the literature by validating an integrated model that combines key factors influencing cryptocurrency PDand extending the Theory of Planned Behavior by incorporating EWand SEas antecedents. The study provides practical implications for cryptocurrency platforms and marketers, emphasizing the need forrobust security measures, positive EWmanagement, and user-friendly interfaces to foster TRand enhance consumer engagement in the cryptocurrency market.
With the continuous updating and reform of digitization and blockchain technology, digital currency and digital assets are getting more and more attention from the public, and their research is widely used in the field of technology and finance, and gradually extended to the field of management. In recent three years, NFT (Non-Fungible Token), as an emerging product based on blockchain technology, has made a name for itself in the international field of vision, and in domestic incarnation of a more localized concept of digital collectibles known to consumers, and at one time, there was a burst of fire within the public figures. However, due to its rapid development and dissemination, the theoretical level of the research lag is obvious, most of the domestic exploration of NFT digital collectibles are still in the legal level and the artistic level of the basic definition, for the practical significance of its has in the field of commercial marketing is not fully in-depth, as a strong correlation with the brand as a product of the impact of the mechanism has not yet been elucidated. Therefore, this paper proposes the effect of NFT digital collection attributes on brand co-creation in the field of branding, introducing perceived value as a mediator variable and brand attitude as a moderating variable, in order to explore its clear inner mechanism path.
George Bogdan Drăgan, Wissal Ben Arfi, Victor Tiberius, Aymen Ammari · 5 authors
This study fills a void in the literature on the intention to invest in sustainable cryptocurrency. It examines the behavioral antecedents of individuals' decision making in this expanding financial industry. A mixed-methods approach that combines partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) is used to gain an understanding of the factors that lead to acceptance of sustainable cryptocurrencies and the obstacles to investing in them. This study is valuable for investors, policymakers, and managers in the digital currency business, providing practical insights and strategic implications. The study's findings underscore the relevance of regulatory frameworks and government assistance in fostering the adoption of sustainable cryptocurrencies. The study emphasizes the importance of customer trust and sustainability in influencing the adoption of sustainable cryptocurrencies. It advances the theory of sustainable finance, technology adoption, and behavioral economics. The study's limitations and recommendations for future research offer a path to further the understanding of this developing topic. • This study uses PLS-SEM and fsQCA to analyze factors influencing sustainable cryptocurrency investments comprehensively. • PU, PEU, and PT significantly predict attitudes and behavioral intentions toward investing in sustainable cryptocurrencies. • The study shows ECS and SOS shape positive attitudes, while ENVS needs more awareness to become a key driver for investors. • The findings guide policymakers to improve regulations, highlight sustainable crypto benefits, and address concerns for wider adoption.
This study explored the role of NFTs (Non-Fungible Tokens) in digital marketing and content monetization within Iringa Municipal, Tanzania. It assessed the level of awareness and understanding of NFTs among local businesses and individuals, explored the potential applications of NFTs in digital marketing, and evaluated the benefits and challenges associated with their use. Using a sample size of 100 participants, the study revealed moderate familiarity with NFTs but highlighted significant interest in their application across industries like digital art, music, and brand marketing. Although NFTs offer promising opportunities for revenue generation, enhanced ownership, and transparency, challenges related to scalability, volatility, and regulatory uncertainties were significant. The findings suggest that while NFTs hold transformative potential in digital marketing, a focused approach on education, technological infrastructure, and regulatory clarity is needed to fully harness their benefits.
Cong Doanh Duong, Thi Van Hoa Tran, Thanh Hieu Nguyen, Thi Viet Nga Ngo · 5 authors
Blockchain technology is increasingly recognized as a transformative tool for enhancing clarity and responsibility in the organic food supply chain , where concerns about product authenticity and safety are paramount. By offering provable and translucent information about the origination , production processes, and administration of organic items, blockchain helps to reduce information asymmetry and builds consumer trust, which is critical for purchase decisions in the organic food market. Drawing on insights from the trust theory and the stimulus-organism-response framework, this study uses a moderated mediation model to explore how technology anxiety negatively moderates the direct and indirect influences of blockchain-based food traceability systems on trust in organic food products and organic food purchase intention. Using a targeted sample of 5326 consumers in Vietnam, the PROCESS macro approach (models 8 and 4) is utilized to examine the formulated hypotheses. The results demonstrate that blockchain-based food traceability systems notably enhance consumer trust in organic food products and their intention to buy these products. Trust in organic food products serves as a mediator in the connection between blockchain-based traceability and purchase intention, while technology anxiety weakens the positive impacts of blockchain technology on trust and purchase intention when anxiety levels are high. This research makes crucial contributions to the literature by offering a mechanism-based explanation of how blockchain technology enhances consumer trust in organic food products and integrates technological anxiety as a moderator, providing a deeper understanding of how technological innovations shape consumer behavior. In light of the findings, several critical recommendations have been proposed for practitioners and policymakers.
The cryptocurrency market, known for its volatility and rapid growth, is influenced by various actors, including investors, speculators, and volunteers. Investors and speculators often seek short-term profits, sometimes disregarding the long-term fundamentals of projects, leading to significant market instability and reputational damage. Conversely, volunteers contribute consistently to the development, governance, and sustainability of crypto projects, focusing on long-term value creation. This paper examines the contrasting roles of these groups and provides real-world examples where speculators and investors have caused harm to the market, while volunteers have played a vital role in building and preserving value.
This study navigates the intersection of luxury fashion brands and Non-Fungible Tokens (NFTs) in the digital realm. By examining customer segments within the luxury NFT market, this study unfolds insights into changing market trends, consumer behaviors, and brand strategies. Employing data mining approaches, XPath analysis and the k-means clustering algorithm, this study examines user characteristics and behavior on the OpenSea platform, the largest NFT marketplace, with a specific focus on the SUPERGUCCI NFT collection by Gucci. This study identifies three distinct clusters, namely, speculators, casual collectors, and cryptocurrency natives, as well as their characteristics and behavior. The findings illustrate the significant impact of NFTs on customer segmentation and engagement, offering strategic insights for luxury brands navigating technological advancements. As the luxury sector evolves, this study enhances understanding of NFTs' role in consumer engagement and retail strategy within the digital age.
Open access
Consumer Behavior in Brand Consumption and Identification
Athit Rodpangtiam, Smith Boonchutima, Ibtesam Mazahir
With retail investors playing a significant role in driving market adoption, cryptocurrency investment has gained widespread popularity recently. However, the perceived value of cryptocurrency investments and the perceived risk associated with investments have not been thoroughly examined. To address this gap in this research field, we surveyed 200 social media users active on social networking paltform - Reddit to unravel the intricate interplay of perceived value, perceived risk, and demographic factors that shape the decision-making process among social media users engaged in cryptocurrency investments. Our findings suggest that the acceptance of cryptocurrency investments is positively influenced by perceived value, whereas perceived risk exerts a negative influence. We also found that certain demographic elements which include age, education, gender, monthly income, and investment experience can moderate the relationship between perceived value, perceived risk, and the adaptation of cryptocurrency investments. The findings from our study offer valuable perspectives for retail investors and industry stakeholders aiming to enhance their understanding of the determinants that impact the acceptance of cryptocurrency investments among social media users.
Vitor Ayres Principe, Giullio César P. S. M. da Silva, Rodrigo Gomes de Souza Vale, Rodolfo de Alkmim Moreira Nunes
Background: Fan tokens emerge as a significant innovation that enables a new form of interaction between clubs and their followers and introduces an alternative economic model for sports entities. Purpose: The review discusses the technical characteristics of fan tokens and their role in enhancing fan participation in minor club decisions, reinforcing the sense of belonging and community. Methods: The research encompassed a systematic literature review, following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines and Evidence-Based Systematic Mapping in Software Engineering (EBSE). Thus, it presented a quantitative and qualitative analysis of the applications of fan tokens in the sports industry. Results: Despite engagement and monetization opportunities, the results highlight significant challenges, such as price volatility and appropriate regulation to ensure safe and effective adoption. The discussion also includes the ethical and social implications of using fan tokens, emphasizing the need for strategies that prioritize inclusion and fairness for fan engagement. Conclusion: Finally, the study proposes future research directions that consider continuous technological development and changes in fan expectations, aiming to optimize the use of fan tokens to benefit the stakeholders involved. Keywords: Sport Management; Blockchain; Fan Engagement; Fan Tokens; Digital Assets; Tokens
The research conducts a systematic literature review to critically analyse the complex interrelations among perception, adoption, and investment decision-making in the cryptocurrency markets. The study synthesizes global research findings, highlighting how investor perception and adoption patterns impact investment behaviour. Additionally, the review evaluates the methodologies utilized in existing studies, providing valuable insights into their strengths and limitations. This comprehensive analysis consolidates current knowledge in understanding the mentioned interrelations, identifies key gaps in existing research as numerous aspects remain unexplored and suggests potential directions for future studies, aiming to deepen the understanding of cryptocurrency market dynamics and enhance investment strategies.
Cryptocurrencies are associated with a pressing problem for society – electricity consumption. This problem is particularly relevant when electricity is used from nonrenewable sources. Cryptocurrencies have investment potential but due to the environmental impact, sustainability-minded investors may refrain from investing in this asset. The main purpose of this paper is to identify the sentiment in the green transformation of cryptocurrencies. Cryptocurrency communities, which consist of investors, cryptocurrency developers or enthusiasts interested in this asset, often appear on the Internet or on various social media. Users share information and express their opinions on the trends of the cryptocurrency market on various social platforms. This study uses sentiment analysis to identify the sentiment of existing or prospective users in the green transformation of cryptocurrencies. The results of this study contribute to research that helps investors predict trends in the cryptocurrency market when making investment decisions. The methods of this study are the analysis of the scientific literature and the analysis of sentiment using Matlab software.
Blockchain technology and decentralized finance (DeFi) are reshaping global financial systems. Despite their impact, the spatial distribution of public sentiment and its economic and geopolitical determinants are often overlooked. This study analyzes over 150 million geo-tagged, DeFi-related tweets from 2012 to 2022, sourced from a larger dataset of 7.4 billion tweets. Using sentiment scores from a BERT-based multilingual classification model, we integrated these tweets with economic and geopolitical data to create a multimodal dataset. Employing techniques like sentiment analysis, spatial econometrics, clustering, and topic modeling, we uncovered significant global variations in DeFi engagement and sentiment. Our findings indicate that economic development significantly influences DeFi engagement, particularly after 2015. Geographically weighted regression analysis revealed GDP per capita as a key predictor of DeFi tweet proportions, with its impact growing following major increases in cryptocurrency values such as bitcoin. While wealthier nations are more actively engaged in DeFi discourse, the lowest-income countries often discuss DeFi in terms of financial security and sudden wealth. Conversely, middle-income countries relate DeFi to social and religious themes, whereas high-income countries view it mainly as a speculative instrument or entertainment. This research advances interdisciplinary studies in computational social science and finance and supports open science by making our dataset and code available on GitHub, and providing a non-code workflow on the KNIME platform. These contributions enable a broad range of scholars to explore DeFi adoption and sentiment, aiding policymakers, regulators, and developers in promoting financial inclusion and responsible DeFi engagement globally.
CoinFolks, a Web3-focused multi-platform media company, faces lower engagement and follower metrics compared to competitors in Indonesia.This study analyzes the company's internal and external environments using frameworks like RBV, VRIO, Porter's Value Chain, and SWOT based on primary data from in-depth interviews and secondary data from market trends and competitor strategies.The findings highlight CoinFolks' valuable and unique resources, such as expertise in content creation, research capabilities, educational resources, strong community engagement, and strategic partnerships.The proposed marketing strategy includes enhancing promotional content, leveraging data analytics for targeted marketing, and fostering community ties through interactive formats.These strategies aim to boost CoinFolks' brand awareness and engagement, strengthening its market position and promoting long-term growth in the Indonesian Web3 media landscape.
As the esports industry continues its rapid growth, new opportunities such as the metaverse and non-fungible tokens (NFTs) are emerging, driven by the inherently digital nature of esports. To better understand viewer engagement in this evolving landscape, this study investigates viewer behavior in the context of watching esports. A survey was conducted on a sample of 312 esports viewers in South Korea, and the data was subsequently analyzed using structural equation modeling. The study's findings indicate that hedonic motivation is significantly correlated with attitudes toward esports and the utilization of esports in the metaverse. Furthermore, perceived enjoyment was found to significantly positively influence attitudes toward esports, the metaverse expansion of esports, and the use of esports via NFTs. Notably, attitudes toward esports showed a significant relationship with continuance intention. Both subjective norms and perceived behavioral control were also found to significantly influence continuance intention.
Soraya González-Mendes, Rocío González Sánchez, Carlos J. Costa, Fernando E. García‐Muiña
The adoption of blockchain technology is gaining trends, leading to the need for investigations into the reasons that persuade the intention to adopt it by companies. However, empirical studies in the tourism industry are still scarce. This investigation aims to design a new adoption model that combines Human-Organisation-Technology-Fit (HOT-fit), Technology-Organisation-Environment (TOE) and sustainability dimensions. The model is validated using new empirical evidence in a relatively understudied geographic context, with a sample of 210 Portuguese tourism companies. The information was examined utilising Partial Least Squares Structural Equation Modelling (PLS-SEM). The outcomes indicate that reasons such as sustainability and competition intensity significantly impact the objective to adopt blockchain. The work provides practical implications for businesses, governments and society. Additionally, this paper offers a pioneering study of blockchain adoption by tourism companies in Portugal, which may help future researchers extend their study of this field to other sectors and regions.
Christian Nedu Osakwe, Oluwatobi A. Ogunmokun, Islam Elgammal, Darya Baeva · 5 authors
Abstract This article adopts the value‐attitude‐behavioural (VAB) and attitude‐behaviour‐context (ABC) theoretical lenses to develop an integrative model to examine attitudinal and behavioural responses to cryptocurrency investment. It also investigates the moderating role of generational differences (pre‐millennials vs. millennials). The study showed that perceived value is closely associated with the attitude towards cryptocurrency investment which, in turn, is strongly associated with the willingness to make and recommend cryptocurrency investments. Results further reveal that contextual factors such as convertibility and sugrophobia, which reflect the fear of being duped, strongly influence individuals' willingness to recommend cryptocurrency investments to others. Finally, results indicate that generational differences play an important moderating role.
Chrisdion Andrew Ramaputra, Mohammad Hamim Zajuli Al Faroby, Berlian Rahmy Lidiawaty
The surge in cryptocurrency investors in Indonesia, reaching 18.83 million by January 2024, signifies an expanding interest in this market. This research conducts a sentiment analysis of user reviews on Indodax and Tokocrypto, the premier cryptocurrency trading platforms in Indonesia. Utilizing the Multinomial Naive Bayes method, the study examines the influence of various dataset split scenarios and random states on the model's performance. The findings reveal substantial variability in the model's accuracy based on different random states and test sizes. Notably, the Positive sentiment label consistently shows high-performance metrics, while the Neutral label underperforms. These insights are invaluable for developers aiming to improve user experience and for investors seeking to make informed decisions. This research underscores the significance of sentiment analysis in understanding user interactions and enhancing the credibility of cryptocurrency investment platforms.
The emergence of non-fungible tokens (NFTs) has elicited both excitement and apprehension among consumers, who find themselves influenced by the perceived scarcity and the perceived risks surrounding these novel digital assets. This study investigates the factors influencing consumer adoption of NFTs by integrating the concepts of perceived scarcity and perceived risks within the theoretical framework of the Theory of Planned Behavior (TPB). Employing structural equation modeling, the research evaluates the impact of perceived scarcity, perceived ease of use, attitudes, subjective norms, perceived behavioral control, and perceived risk on NFT purchase intentions. The findings reveal that perceived scarcity and perceived ease of use significantly positively affect consumers' intentions to purchase NFTs. Conversely, perceived risk exerts a negative effect on purchase intentions. Additionally, the study demonstrates that attitudes, subjective norms, and perceived behavioral control positively affect NFT purchase intentions. This study provides a behavioral roadmap for navigating the complex love-hate relationship consumers have with NFTs, shedding light on the factors that motivate individuals to embrace or avoid these digital collectibles.
Open access
Digital Marketing and Social Media
Technology Adoption and User Behaviour
Consumer Behavior in Brand Consumption and Identification
Richard Richard, Muhammad Ammar Marsuki, Gading Aryo Pamungkas, Felix Irwanto
The surge in cryptocurrency usage has increased reliance on cryptocurrency wallet applications. However, the usability, security, and feature richness of crypto wallets require significant enhancements. This research aims to identify critical factors that should guide the future design of mobile cryptocurrency wallets. The first step was to collect user reviews on several popular crypto wallets as the dataset. A total of 5,466 mobile wallet-related reviews from mobile application stores were filtered and analyzed. A machine-learning approach was used to cluster the user reviews. The analysis shows that customer issues are divided into four main themes: domain-specific challenges, security and privacy concerns, misconceptions, and trust issues. A software process assessment was also conducted to examine the current state of crypto wallets in terms of security, usability, and feature richness. Around 21 crypto wallet platforms were explored and assessed. Based on the thematic analysis and software process assessment, feature recommendations are proposed to address these shortcomings and enhance the credibility of mobile cryptocurrency wallets.