Blockchain: a game changer for marketers?

【Author】 Gleim, Mark R.; Stevens, Jennifer L.

【Source】MARKETING LETTERS

【影响因子】3.426

【Abstract】Marketers are faced with understanding and implementing new technologies at a greater rate than ever before. Yet despite the emergence of blockchain technology over a decade ago, it has received very little attention by academic researchers in marketing. Given the unique attributes of blockchain-transparent, decentralized, and immutable-it can create a more secure, customer centric, and open marketplace for consumers and businesses. This research contends that blockchain has the potential to transform businesses and is a technology that marketers need to be acutely aware of and prepared to utilize. We seek to generate discussion and future research on the impact of blockchain on five distinct areas: cryptocurrency, digital platforms, supply chain, online advertising, and market research.

【Keywords】Blockchain; Customer loyalty; Innovation; Sustainability; Marketing strategy

【发表时间】2021 MAR

【收录时间】2022-01-02

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