Creation and Resilience of Decentralized Brands - Bitcoin & the Blockchain

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dc.contributor.advisorBelk, Russell W.
dc.contributor.authorHumayun, Syeda Mariam
dc.date.accessioned2020-08-11T12:34:33Z
dc.date.available2020-08-11T12:34:33Z
dc.date.copyright2019
dc.date.issued2020-08-11
dc.date.updated2020-08-11T12:34:33Z
dc.degree.disciplineAdministration
dc.degree.levelDoctoral
dc.degree.namePhD - Doctor of Philosophy
dc.description.abstractThis dissertation is based on a longitudinal ethnographic and netnographic study of the Bitcoin and broader Blockchain community. The data is drawn from 38 in-depth interviews and 200+ informal interviews, plus archival news media sources, netnography, and participant observation conducted in multiple cities: Toronto, Amsterdam, Berlin, Miami, New York, Prague, San Francisco, Cancun, Boston/Cambridge, and Tokyo. Participation at Bitcoin/Blockchain conferences included: Consensus Conference New York, North American Bitcoin Conference, Satoshi Roundtable Cancun, MIT Business of Blockchain, and Scaling Bitcoin Tokyo. The research fieldwork was conducted between 2014-2018. The dissertation is structured as three papers: - Satoshi is Dead. Long Live Satoshi. The Curious Case of Bitcoin: This paper focuses on the myth of anonymity and how by remaining anonymous, Satoshi Nakamoto, was able to leave his creation open to widespread adoption. - Tracing the United Nodes of Bitcoin: This paper examines the intersection of religiosity, technology, and money in the Bitcoin community. - Our Brand Is Crisis: Creation and Resilience of Decentralized Brands Bitcoin & the Blockchain: Drawing on ecological resilience framework as a conceptual metaphor this paper maps how various stabilizing and destabilizing forces in the Bitcoin ecosystem helped in the evolution of a decentralized brand and promulgated more mainstreaming of the Bitcoin brand.
dc.identifier.urihttp://hdl.handle.net/10315/37662
dc.languageen
dc.rightsAuthor owns copyright, except where explicitly noted. Please contact the author directly with licensing requests.
dc.subjectBusiness
dc.subject.keywordsBitcoin
dc.subject.keywordsBlockchain
dc.subject.keywordsEthnography
dc.subject.keywordsNetnography
dc.subject.keywordsInterviews
dc.subject.keywordsConsumer culture
dc.subject.keywordsDecentralized brands
dc.subject.keywordsResilience
dc.subject.keywordsMarketing
dc.subject.keywordsBranding
dc.titleCreation and Resilience of Decentralized Brands - Bitcoin & the Blockchain
dc.typeElectronic Thesis or Dissertation

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