Why airdrop cryptocurrency tokens?

【Author】 Allen, Darcy W. E.; Berg, Chris; Lane, Aaron M.

【Source】JOURNAL OF BUSINESS RESEARCH

【影响因子】10.969

【Abstract】A cryptocurrency token airdrop is a novel means of distributing rights over a blockchain project to a community of users and owners for free. The market value of these airdrop giveaways is often upwards of hundreds of millions of dollars. This paper considers why projects might choose this unusual and costly means of token distribution. It considers a selection of high-profile airdrops as case studies between 2014 and 2022. This is the first comprehensive analysis of the rationales and mechanisms of Web3 token airdrops. We find that two primary rationales for airdrops are marketing (to attract new users and to maintain a community) and de-centralisation of ownership and control of a project (building community, providing regulatory protection, and enhancing security). The paper contributes to an understanding of business practice and strategy in the emerging cryptocurrency and blockchain industry.

【Keywords】

【发表时间】2023 AUG

【收录时间】2023-06-04

【文献类型】实证数据

【主题类别】

区块链应用-虚拟经济-虚拟货币