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The emergence of cryptocurrencies has tremendously changed the way of financial transactions around the world which has led to form distinct discussions in the field regarding its reliability. This paper aims to evaluate the published literatures on cryptocurrency identifying its growth, citation, prolific authors, journals, countries, active funding agencies, collaboration pattern and emerging research hotspots in the area.

Scientometrics and Altmetrics parameters have been incorporated in the study. Literatures covered from the Scopus database searching within “Article Title, Abstract, Keywords” with keywords “cryptocurrency” OR “digital currency” OR “bitcoin” OR “Ethereum” by limiting the time range of 2013–2022, English language and journal articles only. Total 6,107 documents have been identified. The further analysis and visualisation is performed using MSExcel, VOSviewer, Biblioshiny and Tableau. Another tool, Dimension.ai is used to identify the Altmetric Attention Score.

The findings reveal that the growth of research and citation rate hiked from the year 2017 till now. Elie Bouri is the top contributor, IEEE Access is the most prolific journal, China being the prolific country. Topics like Blockchain, Bitcoin, Ethereum, smart contracts, financial markets are emerging researched hotspots. The reliability of crypto market is still not clear because of its high volatility. The findings of the study will be more useful in the academia, subject specialists, research institutions, funding agencies, publishing agencies in decision-making.

To the best of the authors’ knowledge, there is no such study found considering both Scientometrics and Altmetrics approaches on cryptocurrency research with the selected time bound.

This study aims to analyze memes as valuable engagement and marketing communication tools in promoting over-the-top (OTT) platforms by monitoring users' sentiments and offering insightful information about their opinions by drawing themes from viral memes.

Content analysis of 1,230 user interactions was conducted using NVivo software on Instagram and Twitter pages from May 2022 to July 2023. Data were collected for sentiment analysis (consumer responses), and relevant themes (consumer interactions) were drawn which created the virality of memes.

Research findings reveal relevant themes, such as relatable, informative and interest-generating, that make memes go viral over social media. The sentiment analysis results showed that the intensity and strength of the positive comments were more substantial, contributing more to the virality of memes.

These findings provide themes for engaging content for OTT advertisers to boost brand recognition and engagement by strategically creating meme content and implementing better marketing communication.

This study uses factual data to offer new perspectives on viral meme propagation. It provides evidence that OTT marketers boost brand value and customer engagement through innovative customer-centric social media analysis.