Revolution of Digital Marketing with DeFi Systems for Cultural Organizations

Thomas Fotiadis (), Damianos P. Sakas, Alkistis E. Papadopoulou, Artemis G. Andreou, Dimitrios P. Reklitis () and Nikolaos T. Giannakopoulos
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Thomas Fotiadis: Department of Production and Management Engineering, Democritus University of Thrace, Vas. Sofias 12 St., 67132 Xanthi, Greece
Damianos P. Sakas: Bictevac Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece
Alkistis E. Papadopoulou: Department of Production and Management Engineering, Democritus University of Thrace, Vas. Sofias 12 St., 67132 Xanthi, Greece
Artemis G. Andreou: Department of Production and Management Engineering, Democritus University of Thrace, Vas. Sofias 12 St., 67132 Xanthi, Greece
Dimitrios P. Reklitis: Bictevac Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece
Nikolaos T. Giannakopoulos: Bictevac Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece

Sustainability, 2025, vol. 17, issue 2, 1-24

Abstract: Cultural organizations, such as museums, increasingly seek innovative ways to enhance their financial sustainability and attract diverse, global audiences. Implementing cryptocurrency payments and DeFi systems offers these institutions an opportunity to modernize their operations, streamline transactions, and boost digital marketing efforts, aligning with the growing demand for decentralized financial solutions. Using statistical analyses such as correlations and simple linear regression (SLR) models, combined with AnyLogic modeling, this study examines how integrating DeFi systems, including cryptocurrency payments, can improve the sustainable management of these institutions. The findings suggest that by adopting DeFi technologies, museums can enhance their digital marketing efficiency, increase engagement, and attract a broader audience. The analysis reveals that museums accepting cryptocurrency benefit from broader digital marketing factors, with referral and branded traffic significantly driving organic search, whereby paid social traffic correlates positively with paid strategies, and the authority score is largely influenced by organic traffic. In contrast, non-crypto museums rely more heavily on referral traffic and organic costs, with narrower marketing influences affecting their performance.

Keywords: digital marketing; cultural organizations; big data; DeFi; sustainable management; business modeling (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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