Virtual currencies: different schemes and research opportunities

The digitization of money has led to the emergence of numerous virtual currencies. Despite their great financial relevance, virtual currencies have not received much attention in marketing research. We classify virtual currencies into three different schemes and highlight potential factors that infl...

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Veröffentlicht in:Marketing letters 2022, Vol.33 (2), p.351-360
Hauptverfasser: Scheidegger, Gianluca, Raghubir, Priya
Format: Artikel
Sprache:eng
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Zusammenfassung:The digitization of money has led to the emergence of numerous virtual currencies. Despite their great financial relevance, virtual currencies have not received much attention in marketing research. We classify virtual currencies into three different schemes and highlight potential factors that influence consumer behavior related to these new payment methods. This article provides marketing researchers with a research framework as well as specific research questions to initiate discussions and future research on this novel topic.
ISSN:0923-0645
1573-059X
DOI:10.1007/s11002-022-09620-z