EL FENÓMENO CRIPTO Y SU PROYECCIÓN SOCIAL Y PUBLICITARIA: Estudio exploratorio sobre su uso como estrategia de marca.

This research makes an approximation to the phenomenon of cryptocurrencies as a new concept and attribute used by brands, companies and institutions from an infinity of fields as part of their marketing and advertising strategy in order to discover the nature of such actions and their impact on the hearings. An exploratory approach is adopted through a triangulation of techniques: documentary analysis, case study and survey. The main results indicate that they are communication strategies that highlight this monetary option but, above all, they try to link the brand with technology and digital culture. [ABSTRACT FROM AUTHOR]