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Video marketing for decentralized finance platforms’ services

Author

Listed:
  • Nikolaos T. Giannakopoulos

    (Agricultural University of Athens)

  • Dimitrios P. Reklitis

    (Agricultural University of Athens)

  • Marina C. Terzi

    (Agricultural University of Athens)

  • Damianos P. Sakas

    (Agricultural University of Athens)

  • Nikos Kanellos

    (Agricultural University of Athens)

Abstract

In the continuously evolving environment of blockchain applications, decentralized finance (DeFi) has been discerned as a favorable application among internet users. In this point of view, DeFi platforms have known increased competition with multiple similar platforms constantly emerging. Therefore, DeFi platforms should seek to promote digitally their financial services and increase the visibility of their website. This study examines the potential utilization of DeFi YouTube channel metrics for enhancing their digital marketing performance (website visibility and campaign efficiency), through statistical analyses, system dynamics (SD), and eye-tracking models. From the paper's outcomes, it becomes clear that only the YouTube metrics of the number of videos, number of comments, video interaction, channel views, and views per video can affect DeFi platforms’ website visibility and campaigns’ efficiency. Toward this purpose, neuromarketing applications (eye tracking and heatmaps) indicated that DeFi YouTube channels should select an engaging video (high interaction rate) and provide little but clear information on their home page. Apart from that, the rest of the channel’s pages should be enriched with a logical number of highly interactive short-duration videos, and not with an increasing number of videos.

Suggested Citation

  • Nikolaos T. Giannakopoulos & Dimitrios P. Reklitis & Marina C. Terzi & Damianos P. Sakas & Nikos Kanellos, 2024. "Video marketing for decentralized finance platforms’ services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(4), pages 1225-1259, December.
    • Handle: RePEc:pal:jofsma:v:29:y:2024:i:4:d:10.1057_s41264-024-00288-2
    DOI: 10.1057/s41264-024-00288-2
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    References listed on IDEAS

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