Doen zoals de bekendheden doen?
Je kon er het afgelopen jaar bijna niet omheen. Overal was er wel reclame van crypto te zien, vooral op sociale media. De afgelopen jaren zijn Bitcoin, blockchain en NFT’s enorm populair geworden en crypto-gerelateerde bedrijven hebben vooral reclame met beroemdheden gebruikt om mensen te overtuigen om met crypto te starten. De studie die ik heb gedaan heeft onderzocht of het gebruik van bekendheden in advertenties voor crypto een succesvolle advertentiestrategie kan zijn.
Wat is crypto?
Versleutelde digitale valuta, cryptocurrencies of crypto zijn een internettechnologie die een nieuwe manier van transacties doen mogelijk maken. Cryptocurrency gebruikt cryptografie om transacties te beveiligen en te verifiëren op iets dat een blockchain wordt genoemd. Een blockchain is een systeem voor het opslaan van een keten van data. Er zijn duizenden cryptocurrencies en er worden voortdurend nieuwe cryptocurrencies gecreëerd. Enkele van de bekendste cryptocurrencies zijn Ripple, Ethereum, Bitcoin en Dogecoin. De populariteit van deze nieuwe technologie is in 2020 sterk toegenomen, vooral doordat mensen door quarantaine niet veel buiten mochten en meer op internet zaten.
Reclame met endorsers
Moderne advertentiestrategieën proberen merkbekendheid, aandacht, interesse, verlangen en actie bij een klant op te wekken. Om dit te bereiken gebruiken marketeers vaak bekende celebrities als endorsers, omdat celebrities een grotere impact kunnen hebben op het koopgedrag van consumenten. Beroemdheden en experts zijn belangrijke en veelgebruikte woordvoerders omdat wordt aangenomen dat hun unieke eigenschappen hen overtuigender maken in vergelijking met ‘normale’ personen. In het geval van crypto reclame zijn Tom Brady en Gisele Bündchen, Kim Kardashian en Matt Damon voorbeelden van en dorsers van crypto.
Het wetenschappelijk onderzoek
Mijn studie keek naar hoe advertenties met verschillende soorten endorsers de attitude over crypto beïnvloedden. Het wetenschappelijk model genaamd “Source Credibility Model” werd gebruikt om de relatie te onderzoeken tussen crypto-advertenties en hoe sterk mensen in crypto geloofden en crypto wilden kopen. De studie vergeleek gelijkende advertenties met ofwel een expert in, een celebrity of een niet-gekende persoon. Er zijn eerst advertenties voor crypto gemaakt met verschillende soorten endorsers, daarna werden deze advertenties online aan mensen getoond en moesten ze aangeven wat ze van crypto vonden en of ze het zouden kopen. Aan het online experiment hebben 195 deelnemers meegedaan.
Het verrassende resultaat
Uit de gevonden resultaten bleek dat het type endorser in de advertentie geen significante invloed had op de houding of koopintentie ten opzichte van crypto. Het maakte met andere woorden niet uit of de advertentie een celebrity, een expert of een niet-gekende persoon toonde. Dit kan zijn omdat de technologie nog zo nieuw is en de houding van een persoon tegenover crypto sterk vastligt. Misschien zozeer zelfs dat het zien van advertenties met endorsers in het algemeen helemaal geen invloed heeft op de houding. Maar om dit te kunnen bewijzen moet er nog meer onderzoek worden gedaan.
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