The impact of marketing activities on increasing interest in Digital Cryptocurrencies

Daniela Matušíková ,Jaroslava Gburová ,Andrea Vadkertiová

doi:10.24294/jipd10727

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The impact of marketing activities on increasing interest in Digital Cryptocurrencies

Daniela Matušíková

Jaroslava Gburová

Andrea Vadkertiová

Journal of Infrastructure Policy and Development 2024, 8(16), 10727; https://doi.org/10.24294/jipd10727

Submitted：04 Dec 2024

Accepted：04 Dec 2024

Published：26 Dec 2024

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Abstract

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.

Keywords

Time-Varying Characteristics

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