Brand Hive Mind: Building the Bitcoin Decentralized Brand
This conceptual paper derives from a longitudinal ethnographic and netnographic study of Bitcoin/Blockchain since 2014-present. We formalize the logic of the way in which the Bitcoin decentralized brand has evolved through crises based on its “hive mind" and how its social memory develops through stabilizing and destabilizing forces.
Mariam Humayun and Russell Belk (2021) ,"Brand Hive Mind: Building the Bitcoin Decentralized Brand", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 266-267.
Mariam Humayun, Telfer School of Management, University of Ottawa
Russell Belk, York University
NA - Advances in Consumer Research Volume 49 | 2021
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Xiaoyin YE, Xiamen University
Jun YE, Xiamen University
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Sumit Malik, IE Business School, IE University
Eda Sayin, IE Business School, IE University, Spain
Kriti Jain, IE Business School, IE University, Spain
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