A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic

Behiç Alp AYTEKİN, (Aydın Adnan Menderes Üniversite, Aydın, Türkiye)
Taylan Ata ULUSOY (Aydın Adnan Menderes Üniversite, Aydın, Türkiye)
Business and Management Studies: An International Journal
7 2
Yıl: 2022 Cilt: 10 Sayı: 4 Sayfa Aralığı: 1380 - 1396 Metin Dili: İngilizce DOI: 10.15295/bmij.v10i4.2151 İndeks Tarihi: 11-05-2023

A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic

Öz:
There is an increasing interest in cryptocurrencies, especially with the change brought to our lives by the COVID-19 pandemic regarding digital platforms. In this context, it is seen that many YouTube channels and Twitter accounts have digital interaction and produce current content about the circulation of digital currency that users have an intense interest in Turkey. Therefore, a three and half years (2019-2022) netnographic field study was conducted focusing on YouTube and Twitter platforms to evaluate interaction trends in the attitudes and behaviours of users about cryptocurrency investments in Turkey and compared to the pre-pandemic period. The study results show that, with the economic recession resulting from the pandemic, people and companies have an increasing interest in cryptocurrencies, especially in terms of saving and investment. This reveals that the increase in interest has transformed the pre-pandemic negative perception, and users have taken steps to interact and invest more.
Anahtar Kelime:

COVİD-19 döneminde kripto para yatırımına karşı tüketici algısını inceleyen bir netnografi çalışması

Öz:
COVİD-19 salgın döneminin dijital platformların kullanımına dair hayatlarımıza getirdiği değişim ile birlikte kripto paralara karşı artan bir ilgi düzeyinin olması dikkat çekicidir. Bu bağlamda, Türkiye’de kripto para dolaşımı üzerine dijital etkileşimin bulunduğu ç ok s ayıda YouTube k analı v e T witter hesabının güncel içerik üretimi gerçekleştirdiği ve kullanıcıların bu konu hakkındaki yoğun etkileşim ilgisi görünmektedir. Araştırma dahilinde, Türkiye’de kripto para yatırımına karşı kullanıcıların tutum ve davranışlarının nasıl bir etkileşim yönelimi aldığını ve salgın dönemi öncesine göre nasıl bir değişimin olduğunu incelemek üzere YouTube ve Twitter platformlarını odağına alan üç buçuk yıllık (2019-2022) netnografik bir saha çalışması yürütülmüştür. Çalışmadan elde edilen bulgular, salgın döneminin yarattığı ekonomik resesyon ile birlikte kullanıcıların ve firmaların özellikle ekonomik birikim ve yatırım alanında kripto paralara karşı artan bir ilgisinin olduğunu göstermektedir. Bu ilgi artışının Türkiye’deki kripto para yatırımına yönelik salgın öncesi olumsuz algı koşullarını dönüştürdüğünü; kullanıcıların daha çok etkileşim kurmaya ve yatırım yapmaya yönelik adım attıklarını ortaya koymaktadır.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA Aytekin B, Ulusoy T (2022). A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic. , 1380 - 1396. 10.15295/bmij.v10i4.2151
Chicago Aytekin Behiç Alp,Ulusoy Taylan Ata A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic. (2022): 1380 - 1396. 10.15295/bmij.v10i4.2151
MLA Aytekin Behiç Alp,Ulusoy Taylan Ata A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic. , 2022, ss.1380 - 1396. 10.15295/bmij.v10i4.2151
AMA Aytekin B,Ulusoy T A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic. . 2022; 1380 - 1396. 10.15295/bmij.v10i4.2151
Vancouver Aytekin B,Ulusoy T A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic. . 2022; 1380 - 1396. 10.15295/bmij.v10i4.2151
IEEE Aytekin B,Ulusoy T "A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic." , ss.1380 - 1396, 2022. 10.15295/bmij.v10i4.2151
ISNAD Aytekin, Behiç Alp - Ulusoy, Taylan Ata. "A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic". (2022), 1380-1396. https://doi.org/10.15295/bmij.v10i4.2151
APA Aytekin B, Ulusoy T (2022). A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic. Business and Management Studies: An International Journal, 10(4), 1380 - 1396. 10.15295/bmij.v10i4.2151
Chicago Aytekin Behiç Alp,Ulusoy Taylan Ata A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic. Business and Management Studies: An International Journal 10, no.4 (2022): 1380 - 1396. 10.15295/bmij.v10i4.2151
MLA Aytekin Behiç Alp,Ulusoy Taylan Ata A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic. Business and Management Studies: An International Journal, vol.10, no.4, 2022, ss.1380 - 1396. 10.15295/bmij.v10i4.2151
AMA Aytekin B,Ulusoy T A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic. Business and Management Studies: An International Journal. 2022; 10(4): 1380 - 1396. 10.15295/bmij.v10i4.2151
Vancouver Aytekin B,Ulusoy T A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic. Business and Management Studies: An International Journal. 2022; 10(4): 1380 - 1396. 10.15295/bmij.v10i4.2151
IEEE Aytekin B,Ulusoy T "A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic." Business and Management Studies: An International Journal, 10, ss.1380 - 1396, 2022. 10.15295/bmij.v10i4.2151
ISNAD Aytekin, Behiç Alp - Ulusoy, Taylan Ata. "A netnography study examined consumer perception towards cryptocurrency investment during the COVID-19 pandemic". Business and Management Studies: An International Journal 10/4 (2022), 1380-1396. https://doi.org/10.15295/bmij.v10i4.2151
Sayfa Oluşturulma Tarihi
27-04-2024 9:21

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