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The influence of financial features and country characteristics on B2B ICOs’ website traffic

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  • Piñeiro-Chousa, Juan
  • López-Cabarcos, M. Ángeles
  • Ribeiro-Soriano, Domingo

Abstract

Technology, blockchain, and initial coin offerings (ICOs) have changed the established ways of financing companies and doing business. The changes that affect organizational communications, specifically marketing communications, remain unclear, especially in the context of business-to-business (B2B) organizations. The current trend is for B2B companies to view social media as an optimal way to enhance lasting and valuable relationships with other companies. There is little research on social media marketing strategies by B2B organizations. To fill this gap, this study uses a sample of 57 B2B ICOs completed by December 2019 and qualitative comparative analysis to examine how the combined effect of four conditions related to B2B ICOs (percentage of tokens distributed, amount of funding raised, minimum investment required, and ICO price) and two conditions related to the promoter’s country (institutional efficiency and tax haven status) lead to a low Alexa Rank. While the percentage of tokens distributed and the amount of funds raised play a key role in achieving a low Alexa Rank, the minimum investment required seems to play a secondary role. Moreover, the importance of the characteristics of the B2B ICO promoter’s country depends on both the presence and the value of the conditions related to financial characteristics.

Suggested Citation

  • Piñeiro-Chousa, Juan & López-Cabarcos, M. Ángeles & Ribeiro-Soriano, Domingo, 2021. "The influence of financial features and country characteristics on B2B ICOs’ website traffic," International Journal of Information Management, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:ininma:v:59:y:2021:i:c:s0268401221000256
    DOI: 10.1016/j.ijinfomgt.2021.102332
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    Cited by:

    1. Chen, R. & Chen, K. & Ou, Carol, 2023. "Facilitating interorganizational trust in strategic alliances by leveraging blockchain-based systems: Case studies of two eastern banks," Other publications TiSEM 85ecf99c-76f0-416e-9604-d, Tilburg University, School of Economics and Management.
    2. Patel, Ritesh & Migliavacca, Milena & Oriani, Marco E., 2022. "Blockchain in banking and finance: A bibliometric review," Research in International Business and Finance, Elsevier, vol. 62(C).
    3. Cano-Marin, Enrique & Mora-Cantallops, Marçal & Sanchez-Alonso, Salvador, 2023. "The power of big data analytics over fake news: A scientometric review of Twitter as a predictive system in healthcare," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

    More about this item

    Keywords

    Digital marketing; Alexa rank; B2B; ICOs;
    All these keywords.

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