JOURNAL ARTICLE

Accepting Cryptocurrency as a Form of Payment and Its Impact on Firm Value.

  • Published In: Journal of Interactive Marketing, 2026, v. 61, n. 2. P. 230 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Bahmani, Navid 3 of 3

Abstract

The article investigates how publicly traded U.S. firms' announcements of cryptocurrency acceptance (CA) affect firm value, measured by stock price changes, using event study methodology grounded in signaling theory. It finds that, on average, CA announcements lead to a 2.73% decrease in firm value; however, firms that accept Bitcoin—either exclusively or alongside alternative cryptocurrencies—and those announcing CA more recently experience positive financial effects. The geographical location of acceptance (domestic versus international) does not significantly moderate investor reactions. These findings highlight the nuanced investor responses to CA strategies and suggest that firms' choices regarding cryptocurrency type and timing influence market valuation outcomes.

Additional Information

  • Source:Journal of Interactive Marketing. 2026/05, Vol. 61, Issue 2, p230
  • Document Type:Article
  • Subject Area:Computer Science
  • Publication Date:2026
  • ISSN:1094-9968
  • DOI:10.1177/10949968251379755
  • Accession Number:192559029
  • Copyright Statement:Copyright of Journal of Interactive Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Looking to go deeper into this topic? Look for more articles on EBSCOhost.