Credibility Matters: Motivations, Characteristics, and Influence Mechanisms of Crypto Key Opinion Leaders
This addresses the underexplored problem of credibility mechanisms for crypto KOLs, who influence retail investment behavior, offering insights for designing transparency-focused signals, though it is incremental in extending existing theories.
The study investigated how crypto Key Opinion Leaders (KOLs) understand and enact credibility in volatile markets, revealing it as a self-determined, ethically enacted practice with four community-recognised markers, based on interviews with 13 KOLs and self-determination theory.
Crypto Key Opinion Leaders (KOLs) shape Web3 narratives and retail investment behaviour. In volatile, high-risk markets, their credibility becomes a key determinant of their influence on followers. Yet prior research has focused on lifestyle influencers or generic financial commentary, leaving crypto KOLs' understandings of motivation, credibility, and responsibility underexplored. Drawing on interviews with 13 KOLs and self-determination theory (SDT), we examine how psychological needs are negotiated alongside monetisation and community expectations. Whereas prior work treats finfluencer credibility as a set of static credentials, our findings reveal it to be a self-determined, ethically enacted practice. We identify four community-recognised markers of credibility: self-regulation, bounded epistemic competence, accountability, and reflexive self-correction. This reframes credibility as socio-technical performance, extending SDT into high-risk crypto ecosystems. Methodologically, we employ a hybrid human-LLM thematic analysis. The study surfaces implications for designing credibility signals that prioritise transparency over hype.