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Understanding transformative digital phenomena is an ongoing research challenge for the Information Systems discipline. Digital transformation research to date investigated the phenomenon primarily from a firm-centric perspective, but did not explore how individual micro-level practices drive digital transformation more broadly. Our ethnographic study aims to address this gap by exploring how the social practices within which customers use cryptocurrencies drive digital transformation in society more broadly. We offer a theoretical contribution through a novel and inductively derived model exploring how digital transformation in a cryptocurrency context is institutionalized through use. Specifically, our model identifies 10 micro-level practices of cryptocurrency use, and demonstrates how these legitimize the digital transformation of financial services. Finally, our work provides an important empirical contribution and normative guidelines by offering much needed insights related to the emerging context of cryptocurrencies.



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