MEKANISME AIRDROP DAN PENGARUHNYA TERHADAP PERTUMBUHAN PROYEK BLOCKCHAIN

Abstract

Airdrop is a marketing strategy in the blockchain ecosystem, where digital tokens are distributed for free to users who perform activities on the blockchain and meet certain criteria. This study aims to understand the airdrop mechanism and its influence on the growth of blockchain projects using a netnography method with a qualitative approach. Data were collected through participant observation on social media platforms, blockchain forums, documentation analysis and concept map development. The results of the study indicate that airdrops are effective in increasing project popularity and attracting new users. However, the long-term success of airdrops depends on continued community engagement and clarity of project goals. Factors such as community trust, quality of interaction, and transparency of the project team greatly influence the effectiveness of airdrops. This study provides insights for blockchain developers and project managers to design more effective and sustainable airdrop strategies. In addition, this study enriches the academic literature by providing empirical insights through a qualitative approach of the netnography method on the role of airdrops in the growth of blockchain projects.