"Fostering trust and overcoming psychological resistance towards crypto" by Mujahid Mohiuddin Babu, Tom Bason et al.
This research investigates the extent to which sponsorships can be utilised to foster trust and reduce barriers to adopting new technologies. Using Crypto.com's sponsorship of the 2022 FIFA World Cup as the context, this mixed-methods study utilises innovation resistance theory (IRT) and trust transfer theory (TTT) to investigate the extent to which such a sponsorship can increase trust and reduce barriers in innovative technologies such as cryptoassets, while also filling a research gap co...
Consumer Resistance Nnovation Resistance Theory Mega Event Mixed Method Psychological Barriers Rust Transfer Theory
Source: uow.edu.au