Details

Autor(en) / Beteiligte

• Taher M. Al-Ahwal
• Dušan Mladenović
• Ahad ZareRavasan

Titel

Blockchain Implications for Marketing; A Review and an Empirical Analysis

Ist Teil von

• Nashrīyah-i mudīrīyat-i fannāvarī-i iṭṭilāʻāt, 2022-06, Vol.14 (Special Issue: The business value of Blockchain, challenges, and perspectives.), p.83-106

Ort / Verlag

University of Tehran

Erscheinungsjahr

2022

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• Blockchain technology was initially implemented for cryptocurrencies in 2009, but it caught the undivided attention of multiple industries such as finance, supply chain management, healthcare, and governments. This research was set out to investigate and evaluate six benefits of blockchain for marketing: fostering disintermediation, combating click fraud, reinforcing trust and transparency, enhancing privacy protection, empowering digital marketing security, and enabling creative loyalty programs. An empirical study in the form of an online survey was conducted to examine the realization of benefits in practice. The research concluded that blockchain does indeed provide promising benefits for marketing, but that depends on whether marketers use public (permissioned) blockchain or private (permissioned) blockchain, and also the ability of the blockchain community to resolve fundamental challenges and pending issues such as scalability, speed, interoperability, and privacy, besides several many others.