Blockchain Implications for Marketing; A Review and an Empirical Analysis
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 marke...
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| Format: | Article |
| Language: | English |
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University of Tehran
2022-06-01
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| Series: | Journal of Information Technology Management |
| Subjects: | |
| Online Access: | https://jitm.ut.ac.ir/article_87843_16a3db4f5a663f541d0ffbeaa4270591.pdf |
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| author | Taher M. Al-Ahwal Dušan Mladenović Ahad ZareRavasan |
| author_facet | Taher M. Al-Ahwal Dušan Mladenović Ahad ZareRavasan |
| author_sort | Taher M. Al-Ahwal |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-31a6e9a2ad0c47cfb29da9cdf47f9d4c |
| institution | Kabale University |
| issn | 2008-5893 2423-5059 |
| language | English |
| publishDate | 2022-06-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | Journal of Information Technology Management |
| spelling | doaj-art-31a6e9a2ad0c47cfb29da9cdf47f9d4c2025-08-20T03:48:31ZengUniversity of TehranJournal of Information Technology Management2008-58932423-50592022-06-0114Special Issue: The business value of Blockchain, challenges, and perspectives.8310610.22059/jitm.2022.8784387843Blockchain Implications for Marketing; A Review and an Empirical AnalysisTaher M. Al-Ahwal0Dušan Mladenović1Ahad ZareRavasan2Department of Corporate Economy, Faculty of Economics and Administration, Masaryk University, Brno, Czech RepublicAssistant professor, Department of Corporate Economy, Faculty of Economics and Administration, Masaryk University, Brno, Czech Republic.Assistant professor, Department of Corporate Economy, Faculty of Economics and Administration, Masaryk University, Brno, Czech Republic.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.https://jitm.ut.ac.ir/article_87843_16a3db4f5a663f541d0ffbeaa4270591.pdfblockchaindecentralizationdisintermediationimmutabilitymarketing |
| spellingShingle | Taher M. Al-Ahwal Dušan Mladenović Ahad ZareRavasan Blockchain Implications for Marketing; A Review and an Empirical Analysis Journal of Information Technology Management blockchain decentralization disintermediation immutability marketing |
| title | Blockchain Implications for Marketing; A Review and an Empirical Analysis |
| title_full | Blockchain Implications for Marketing; A Review and an Empirical Analysis |
| title_fullStr | Blockchain Implications for Marketing; A Review and an Empirical Analysis |
| title_full_unstemmed | Blockchain Implications for Marketing; A Review and an Empirical Analysis |
| title_short | Blockchain Implications for Marketing; A Review and an Empirical Analysis |
| title_sort | blockchain implications for marketing a review and an empirical analysis |
| topic | blockchain decentralization disintermediation immutability marketing |
| url | https://jitm.ut.ac.ir/article_87843_16a3db4f5a663f541d0ffbeaa4270591.pdf |
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