Hur påverkar eWOM kryptovärlden?: En studie om konsumenters beteende gällande kryptografiska valutor
2021 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE credits
Student thesisAlternative title
How does eWOM affect the world of crypto? (English)
Abstract [en]
It is more relevant today than ever before to speak about cryptocurrencies sinceBitcoin and other alternative cryptocurrencies break their own records time and time again. Large corporations like Tesla and Mastercard both show an interest in integrating different cryptocurrencies’ use-cases and invest in them directly, which thus legitimizes them on a whole new level. In today’s climate surrounding cryptocurrencies there is an incredible amount of information being shared daily, consisting of news, restrictions, updates and much more. All of this happens largely on digital platforms and navigating this enormous amount of information that is shared on the internet can become a challenge.In this paper we seek to investigate how Electronic Word-of-Mouth (eWOM) affects individuals within the cryptocurrency market. To gain perspective on this we have conducted a quantitative survey and several qualitative interviews, as well as weighed the given answers against existing scientific literature. Our results show that the volume of opinions matters more to users than the actual opinions in of themselves. We can see that various users utilize different platforms, often to fill different purposes. The users primarily focus on several specific criteria to judge the trustworthiness of a source. These are mainly: a source with a proven track record, a highly regarded source or one with experience, information backed by proof and fact, and well-presented information. When it comes to negative versus positive sentiment, we did not reach consistent results, neither regarding which sentiment affects more in general, nor based on previous experience. This is an area that could benefit from further research.
Place, publisher, year, edition, pages
2021. , p. 52
Keywords [en]
Cryptocurrency, Sentiment, Valence, Volume, Electronic Word-of-Mouth
National Category
Information Systems
Identifiers
URN: urn:nbn:se:hv:diva-16947Local ID: EXC509OAI: oai:DiVA.org:hv-16947DiVA, id: diva2:1583136
Subject / course
Media informatics
Educational program
Digitala media
Supervisors
Examiners
2021-08-232021-08-052021-08-23Bibliographically approved