Analysis of the impact of celebrity and influencer marketing on promoting cryptocurrencies in the tourism industry

Jaroslava Gburová ,Daniela Matušíková ,Andrea Vadkertiová

doi:10.24294/jipd10697

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Analysis of the impact of celebrity and influencer marketing on promoting cryptocurrencies in the tourism industry

Jaroslava Gburová

Daniela Matušíková

Andrea Vadkertiová

Journal of Infrastructure Policy and Development 2024, 8(16), 10697; https://doi.org/10.24294/jipd10697

Submitted：03 Dec 2024

Accepted：17 Dec 2024

Published：27 Dec 2024

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Abstract

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.

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