Credibility Matters: Motivations, Characteristics, and Influence Mechanisms of Crypto Key Opinion Leaders

TL;DR

This paper explores how crypto Key Opinion Leaders establish and maintain credibility through self-regulation, competence, accountability, and self-correction, emphasizing transparency in high-risk crypto markets.

Contribution

It introduces a new perspective on crypto KOL credibility as a self-determined, ethically enacted practice, extending self-determination theory into crypto ecosystems.

Findings

Credibility involves self-regulation, competence, accountability, and self-correction.

Crypto KOLs' credibility is a socio-technical performance, not static credentials.

Transparency should be prioritized over hype in credibility signals.

Abstract

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.