Decoding digital narratives : an exploration of narrative strategies in YouTube influencer marketing within the cryptocurrency industry
Dsouza, Simonelle Stanny (2025)
Pro gradu -tutkielma
2025
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2025062574002
https://urn.fi/URN:NBN:fi-fe2025062574002
Tiivistelmä
Influencer marketing has attracted increasing academic attention in recent years, yet its impact within digital finance is still underexplored. This study aims to explore the narrative strategies employed by YouTube influencers within the cryptocurrency sector, which is, a rapidly evolving and complex area of digital marketing. The research is based on theories such as Electronic Word-of-Mouth (eWOM) and storytelling in digital marketing.
A qualitative research design was adopted to align with the exploratory nature of the study. The study conducts a thematic analysis of a leading cryptocurrency YouTuber’s video content spanning from 2017 to 2022. Market trends influenced the case selection. The influencer selection process has a systematic procedure based on the delimitations of the scope of the selected industry. The findings highlight the strategic use of authenticity, consistency, and parasocial interaction in navigating the complexity and volatility of the cryptocurrency market. The study identifies key narrative components, including philosophical framing, risk communication, and implicit brand endorsements in the decentralized finance context. Further, confirming that influencer narratives play a critical role in framing audience beliefs and decision-making in high-risk sectors like cryptocurrency. Contributing to the current understanding of how influencer marketing works in decentralized finance, and offers insights for marketers, cryptocurrency companies, and social media strategists on how to build ethical and trustworthy communication with online audiences.
A qualitative research design was adopted to align with the exploratory nature of the study. The study conducts a thematic analysis of a leading cryptocurrency YouTuber’s video content spanning from 2017 to 2022. Market trends influenced the case selection. The influencer selection process has a systematic procedure based on the delimitations of the scope of the selected industry. The findings highlight the strategic use of authenticity, consistency, and parasocial interaction in navigating the complexity and volatility of the cryptocurrency market. The study identifies key narrative components, including philosophical framing, risk communication, and implicit brand endorsements in the decentralized finance context. Further, confirming that influencer narratives play a critical role in framing audience beliefs and decision-making in high-risk sectors like cryptocurrency. Contributing to the current understanding of how influencer marketing works in decentralized finance, and offers insights for marketers, cryptocurrency companies, and social media strategists on how to build ethical and trustworthy communication with online audiences.