Balancing generosity with profitability: The role of relative market price and value perceptions in crypto philanthropy

IF 7.5 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI:10.1016/j.ijresmar.2025.02.001

Hyunjung Crystal Lee , Eline L.E. De Vries , Rahil Hosseini

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Abstract

Considering the exponential increases in donations made in cryptocurrencies in recent years, the decision-making process that underlies crypto philanthropy demands deeper insights. Given that both individual donors and recipients are motivated to own multiple types of cryptocurrencies to strategically diversify their investment, our research examines the influence of different cryptocurrencies’ relative market price on the donation amount. The results derived from on-chain data and five experiments indicate that donors tend to set a lower donation amount for higher-priced cryptocurrency than for lower-priced cryptocurrency to protect the profitability of their crypto portfolios. To alleviate the profitability concerns and encourage larger donations in higher-priced cryptocurrencies, potential recipients could intensify donation campaigns at times when analysts predict lower future values, or emphasize the number of cryptocurrency coins that would remain in the donor’s wallet after donation. By uncovering new insights into the effects of relative market prices, future value predictions, and crypto-wallet designs, our findings provide guidance for marketers, practitioners, and policymakers interested in crypto philanthropy.

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平衡慷慨与盈利能力：相对市场价格和价值观念在加密慈善事业中的作用

考虑到近年来加密货币捐款呈指数级增长，加密慈善事业的决策过程需要更深入的见解。鉴于个人捐赠者和接受者都有动机拥有多种类型的加密货币，以战略性地分散他们的投资，我们的研究考察了不同加密货币的相对市场价格对捐赠金额的影响。从链上数据和五个实验得出的结果表明，捐赠者倾向于为价格较高的加密货币设定较低的捐赠金额，以保护其加密投资组合的盈利能力。为了减轻对盈利能力的担忧，并鼓励更多的高价加密货币捐赠，潜在的接受者可以在分析师预测未来价值较低的时候加强捐赠活动，或者强调捐赠后捐赠者钱包中保留的加密货币数量。通过揭示对相对市场价格、未来价值预测和加密钱包设计的影响的新见解，我们的研究结果为对加密慈善事业感兴趣的营销人员、从业者和政策制定者提供了指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Research in Marketing BUSINESS-

CiteScore

11.80

自引率

4.30%

发文量

审稿时长

66 days

期刊介绍： The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.