Enchantment of the economic cult –the rhetoric lures of crypto influencers
(A2024-119807)

AUTHORS

Heini Vanninen, LUT University; Jaan-Pauli Kimpimäki, LUT University, School of Business and Management; Paavo Ritala, LUT University

ABSTRACT

The rise of financial influencers, particularly crypto influencers, has raised widespread concerns, prompting authorities to caution consumers about the associated risks, given the high volatility of cryptocurrencies. This study delves into how influential individuals shape narratives in the cryptocurrency industry and contributes to the emerging field of influencer industry ethics research. Methodologically, we utilize non-participatory netnography to analyze data from four prominent crypto influencers’ YouTube channels. The study explores crypto influencers' rhetorical strategies and how narratives change over time in response to external factors. The study uncovers varied themes highlighted by influencers, ranging from investment strategies to educational aspects of the crypto industry.