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Betting on Bitcoin: How social collectives shape cryptocurrency markets

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  • Breidbach, Christoph F.
  • Tana, Silviana

Abstract

Market-shaping research assumes that firms are the primary actor to lead, manage, and respond to the formation of markets. This viewpoint is increasingly being challenged, but empirical insights explaining the roles, resources and actions of actors other than firms shaping markets remain limited. We address this gap in knowledge by drawing on insights from an in-depth ethnography of market-shaping in the context of cryptocurrency communities. Our theoretical and empirical contributions consist of a typology that highlights four distinct roles performed by individuals shaping cryptocurrency markets. We furthermore identify six micro-level market actions, and delineate a novel theoretical model and propositions outlining the pathways with which these actions impact market size, market offerings, as well as market functioning. This study thereby establishes an important avenue for future research, and offers managerial guidelines enabling practitioners attempting to benefit from cryptocurrencies.

Suggested Citation

  • Breidbach, Christoph F. & Tana, Silviana, 2021. "Betting on Bitcoin: How social collectives shape cryptocurrency markets," Journal of Business Research, Elsevier, vol. 122(C), pages 311-320.
    • Handle: RePEc:eee:jbrese:v:122:y:2021:i:c:p:311-320
    DOI: 10.1016/j.jbusres.2020.09.017
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    11. Alexander Flaig & Daniel Kindström & Mikael Ottosson, 2021. "Market-shaping phases—a qualitative meta-analysis and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 354-374, December.
    12. Yongzhi Gong & Xiaofei Tang & En-Chung Chang, 2023. "Group norms and policy norms trigger different autonomous motivations for Chinese investors in cryptocurrency investment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    13. Stathakopoulos, Vlasis & Kottikas, Konstantinos G. & Painesis, Grigorios & Theodorakis, Ioannis G. & Kottika, Efthymia, 2022. "Why shape a market? Empirical evidence on the prominent firm-level and market-level outcomes of market-driving strategy," Journal of Business Research, Elsevier, vol. 139(C), pages 1240-1254.
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