Blockchain: a game changer for marketers?

Mark R. Gleim () and Jennifer L. Stevens ()
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Mark R. Gleim: Auburn University
Jennifer L. Stevens: The University of Toledo

Marketing Letters, 2021, vol. 32, issue 1, No 9, 123-128

Abstract: 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 (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (12)

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DOI: 10.1007/s11002-021-09557-9

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