Přehled o publikaci
2022
Blockchain Implications for Marketing; A Review and an Empirical Analysis
AL-AHWAL, Taher Mohammed Sarh, Dušan MLADENOVIĆ and Ahad ZARERAVASANBasic information
Original name
Blockchain Implications for Marketing; A Review and an Empirical Analysis
Authors
AL-AHWAL, Taher Mohammed Sarh, Dušan MLADENOVIĆ and Ahad ZARERAVASAN
Edition
Journal of Information Technology Management, Iran, University of Tehran, 2022, 2008-5893
Other information
Language
English
Type of outcome
Article in a journal
Country of publisher
Islamic Republic of Iran
Confidentiality degree
is not subject to a state or trade secret
References:
Organization
Ekonomicko-správní fakulta – Repository – Repository
EID Scopus
999
Keywords in English
Blockchain; decentralization; disintermediation; immutability; marketing
Changed: 19/1/2024 03:19, RNDr. Daniel Jakubík
Abstract
V originále
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.
