Knowledge, attitude and practice towards blockchain potential for digital marketing: scale development and validation

【Author】 Mahmoud, Ali B.; Kumar, V.; Berman, Alexander; Elhajjar, Samer; Fuxman, Leonora

【Source】EUROPEAN JOURNAL OF MARKETING

【影响因子】5.181

【Abstract】PurposeThis study aims to explore blockchain potential for digital marketing (BlkChn-Mk-KAP) by developing and validating a measurement model for assessing the constructs of knowledge, attitude and practice (KAP) related to blockchain technology in digital marketing.Design/methodology/approachA four-study process was used. The first study reviewed the literature to develop a pool of possible measurement items. Using exploratory factor analysis and reliability assessments, Study 2 (n = 162) investigated the dimensionality of the items developed in Study 1. The factorial structure from Study 2 was validated in Study 3 (n = 204), and the measurement model invariance was assessed using covariance-based structural equation modelling (CB-SEM). Finally, in Study 4 (n = 203), the predictive validity of the BlkChn-Mk-KAP was tested using a CB-SEM approach, testing its constructs correlations with the perceived usefulness of blockchain for digital marketing.FindingsThe findings indicate that the BlkChn-Mk-KAP measurement model comprises three-dimensional multi-item scales: knowledge, attitude and practice.Research limitations/implicationsThis study introduces a promising BlkChn-Mk-KAP model to examine blockchain's role in digital marketing. The authors acknowledge the sampling limitation in this research. To enhance the generalisability of the findings, future research should expand to different groups, including generation, gender and age. In addition, further exploration of the explicit links between blockchain knowledge, attitudes and subsequent digital marketing performance is warranted.Practical implicationsEducating employees about blockchain technology's unique features can shape favourable attitudes and stimulate the utilisation of blockchain-enabled technologies in digital marketing practice. BlkChn-Mk-KAP can offer a reliable and valid instrument to benchmark marketers' KAP of blockchain-powered digital marketing as they implement blockchain technology to gain a competitive advantage.Social implicationsThis study helps to adopt sustainable practices ensuring the wellbeing of the key stakeholders.Originality/valueThis research introduces the first validated conceptualisation and measurement model, BlkChn-Mk-KAP, to evaluate blockchain KAPs among digital marketing professionals.

【Keywords】BlkChn-Mk-KAP; Blockchain; KAP model; Digital marketing; Knowledge; Attitude; Practice; Digital marketing professionals

【发表时间】2025 2025 JAN 24

【收录时间】2025-02-23

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