Electroneum struggle for mass adoption so the company use social media to improve it. But it does not offer any advantage over other cryptos, so Etn market may be smaller in the future than today.
Just see the signals, because in the crypto world the competition is very strong. Etn needs strong advantages over other crypto solutions, which will be the key to mass adoption and a larger market cap.
Let's make a small comparison with some cryptos with real advantages, but I do not present the all advantages here because I do not think that is the right place.

Payment systems with small transaction fees.
Dogecoin or Litecoin is by far the best, with much more marketcap than Etn, and clear white papers and policies that do not have radical changes every 6 months and holders have controlled the private keys of their wallets. Doge and Litecoin have PoW and many of us say they are not so good because of electricity consumption so I exclude the PoW coins (personally I disagree with exclusion), we have so many other better than Etn PoS payment networks alternates sush as Stellar, Nano, Iota and for some of us the Ripple.
 
Blockchain applications. EOS, Tron, Steem (and many others) and of course the smart contracts blockchain the Ethereum, but it is PoW. Has Etn blockchain apps?

Security. The Etn is more centralized than Ripple, Tether and BNB. Some of us support that KYC / AML help eliminate money laundering, so Etn have that requirement. Why someone trust Etn such as a bank? If something goes wrong and Etn holders miss the Etn capitals, the company are going to compensate them? of course no, because Etn is the electroneum ltd and not a bank neither exchange market. Etn is supposed to be a payment network.

Also within a few months the competition will be much stronger with Facebook and / or other social networks which circle new crypto-coins as payment networks.

If someone wants to use a crypto-coin as a payment network or for some solution, first of all have to test the much better of Etn alternates.

So that's why some investor, crypo-enthusiast, consumer, developer not buy etn or do not care about mobile airdrop applications which the airdropped Etn value are >$0.004 and needed a $50 smartphone, KYC compliance.