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The Role of Social Media in Shaping Consumer Attitudes Towards Digital Currencies Services
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Author(s): Himani Devi (Graphic Era University, India), Amit Kumar Uniyal (Graphic Era University, India), Jayshree Chhetri (Graphic Era University, India)and Amar Johri (Saudi Electronic University, Saudi Arabia)
Copyright: 2026
Pages: 26
Source title:
Sustainable Service Marketing with Virtual Currencies
Source Author(s)/Editor(s): Arjun J. Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, India), Yam B. Limbu (Montclair State University, USA)and Bruce A. Huhmann (Virginia Commonwealth University, USA)
DOI: 10.4018/979-8-3373-0315-4.ch012
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Abstract
Cryptocurrency has been a very popular issue in recent years. There was a lot of discussion going on regarding prohibition of cryptocurrencies as a medium of exchange. Online currency services are transforming the new financial landscape and the changes made in consumer consumption patterns. This chapter will examine how social media websites shape consumer perception and intentions toward adoption of digital currencies like bitcoin, litecoin and stablecoins. This chapter examines the influence of social media platforms on consumer preference and adoption intentions towards digital currency services,with a special focus on the role of influencer marketing and trust building mechanism.The findings tell the importance for businesses and policymakers to leverage digital platforms and communications for promotion and adoption of digital financial services by consumers, underscoring the need for new regulatory frameworks that balance innovation with consumer protection in this rapidly evolving digital financial landscape.
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