Decentralized Finance (DeFi) A study of how decentralized finance positions itself in marketing in the eyes of users

Authors

  • Luiz Henrique Oliveira Gontijo Centro Universitário de Formiga
  • Isaac D'Leon de Almeida UNIFOR

Keywords:

DeFi, Decentralized Finance, Marketing, Social Media, Blockchain, Cryptocurrency

Abstract

Purpose – This work aims to discover how DeFi protocols are positioned in marketing, analyzing the social networks they use, how they use them, what are the similarities between the protocols and what strategy they use in their launch.

Design/methodology/approach – 3 were selected among the top DeFi protocols by market capitalization in March 2022. Among those selected, the website, social networks, the relationship with the community and the strategies used by the brands were analyzed. 

Findings – The results obtained show that the protocols know what they do in relation to marketing. They make good use of social networks, taking advantage of the best that each one offers. In addition, they are very present with the community, creating a group of users who are very engaged with the brand.

Originality – The results presented in this work are relevant and original, as it presents an emerging and not yet explored theme, Decentralized Finance. The DeFi protocol emanates from Blockchain, which is also not a very explored topic, making it a very specific subject that is still starting to be discussed.

Keywords DeFi, decentralized finance, marketing, social media, blockchain, cryptocurrency

Paper type Research paper

Author Biography

Isaac D'Leon de Almeida, UNIFOR

Docente do UNIFOR-MG

References

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Published

2024-02-01

How to Cite

Gontijo, L. H. O., & D’Leon de Almeida, I. (2024). Decentralized Finance (DeFi) A study of how decentralized finance positions itself in marketing in the eyes of users. International Journal of Business Marketing, 8(2), 4–14. Retrieved from https://ijbmkt.org/ijbmkt/article/view/240

Issue

Vol. 8 No. 2 (2023): IJBMKT

Section

Articles

License

Copyright (c) 2024 Luiz Henrique Oliveira Gontijo, Isaac D'Leon de Almeida

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

I hereby declare that the present paper is original, not having been submitted, either fully or in part, to any other publication in any other national or international journal. I further state that once it has been published in the International Journal of Business & Marketing (IJBMKT) it will never be submitted by me or by its other authors to any other  journal. Through this instrument, on my behalf and on behalf of the other, perhaps existing, co-authors, I agree to licence the copyright of the aforementioned paper to the International Journal of Business & Marketing (IJBMKT) and I state to be aware that the failure to observe this engagement will submit the offender to the sanctions and penalties established by the Copyright Act no 9609, of February 19th, 1998.