Market and regulatory implications of social identity cohorts: a discussion of crypto influencers

Merkley et al. (2023) examine how cryptocurrency influencers recommend digital coins on Twitter (X) and the associated price effects. They report that influencers may exploit market investors via potential pump and dump schemes. While plausible, researchers may develop a broader understanding of influencers’ incentives and their influence by considering how investors engage these markets for social identity needs that enhance utility. Social-psychological research indicates that someone’s social identity strongly influences their behavior, even making the behavior maladaptive. This paper discusses how crypto influencers create social identity resonance. It then discusses how influencers can leverage this resonance for potentially lucrative financial opportunities, which might manifest in different expected crypto price patterns. The paper concludes by recommending more research on influencers’ experience, networks, and communication choices; the effects of video relative to text communication; and implications of social identity cohorts that influence prices and undermine regulatory trust in traditional markets.