At the 8th Cryptocurrency Research Conference, hosted by the National and Kapodistrian University of Athens, Elissar Toufaily, Professor-Researcher and Head of the MSc Marketing & Digital Communication at EMLV, presented collaborative research exploring the role of crypto communities and eWOM in token valuation.
Her paper, co-authored with Mieszko Mazur and Efstathios Polyzos, combined large-scale data analytics — 315 million NFT transactions and 13 million tweets — to analyse how user-generated content drives market engagement. Beyond the empirical findings, this participation also highlighted the growing convergence between marketing, finance, and emerging digital ecosystems.
A global forum for cryptocurrency and fintech research
The 8th Cryptocurrency Research Conference (CRC 2025), organised by the National and Kapodistrian University of Athens, is recognised as one of the most significant academic events dedicated to cryptocurrency and fintech studies.
The conference brings together an international community of researchers, practitioners, and policymakers to discuss the latest developments in digital finance.
It serves as a platform for presenting new ideas, fostering debate on regulation and innovation, and shaping the future direction of cryptocurrency and blockchain research.
Interdisciplinary insights in a maturing research field
This shows that to better understand Web3 and digital assets, we need multidisciplinary research that integrates behavioral insights, econometric models, law, and technology.
CRC 2025 created exactly that space, explains Elissar Toufaily, underlining the need for hybrid expertise that transcends disciplinary boundaries.
The conference reflected this evolution: stronger regulatory frameworks such as the GENIUS Act, more rigorous methodologies, and an emphasis on community-led innovation. These developments confirm that digital assets are no longer a niche research topic but an integral component of contemporary business transformation.
From academic insight to market-ready skills
At EMLV, this interdisciplinary approach is embedded in the MSc Marketing & Digital Communication curriculum, where marketing strategy intersects with data analytics, AI, and the ethical dimensions of the digital economy.
Students explore how Web3, NFTs, and algorithmic branding redefine value creation, community engagement, and consumer trust.
This specialization exemplifies the hybrid model of De Vinci Higher Education, bringing together management, technology, and human understanding to prepare future professionals for an economy shaped by technological and societal transitions.
Research-driven learning for a digital future
The integration of research into teaching, a hallmark of EMLV’s academic approach, ensures that students not only study innovation but actively contribute to it. Courses such as Digital Strategy, IA Transformation of Business, and The Art of Prompt for Business Managers give them the tools to analyse and anticipate change — from generative AI to blockchain-enabled ecosystems.
Through this blend of empirical research, interdisciplinary learning, and professional application, EMLV reaffirms its mission: to train agile and responsible managers capable of navigating the digital transformations of tomorrow.
