As far as I remember, companies that release tokens themselves choose the value of the coin. That is, this is probably the usual marketing to attract investors.
I think, by the system of trust and so it is clear with whom you are dealing. If a person has a negative reputation (check the account) - then you do not need to participate in his companies))) Those who have too bad reputation, and so they are banned. Well, a new account with positive honesty on this forum is not so easy to get.
There are exceptions everywhere, but there is a logical connection. After all, the levels go to the forum for a reason, and, consequently, the more active the account, the higher its rating. Activity - skills and experience, as well as reputation on the resource. Such people are trying to hire really responsible campaigns.
These are the most common and simple ways to earn tokens from 0. So people who need tokens need these advertising companies. For companies themselves, holding a bounty (I do not know about airdrops) accurately brings a large share of investors.
FIFA can directly affect people working with currency) Also, the championship influences the block-projects on the rates or buying tickets (if any). But there can be no direct influence on Bitcoin)
Motivation? Earn money)) If the project offers something really interesting and necessary, then investors will surely attract investors, for unique projects are likely successful.