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.

This study uses a Time-Varying Parameter Stochastic Volatility Vector Autoregression (TVP-SV-VAR) model to conduct an empirical analysis of the dynamic effects of China’s stock market volatility on the agricultural loan market and its channels. The results show that the relationship between stock market and agricultural loan market volatility is time varying and is always positive. The investor sentiment is a major conduit through which the effect takes place. This time-varying effect and transmission mechanism are most apparent between 2011 and 2017 and have since waned and stabilized. These have significant implications for the stable and orderly development of the agricultural loan market, highlighting the importance of the sound financial market system and timely policy, better market monitoring and early warning system and the formation of a mature and sound agricultural credit mechanism.