What blockchain can and can’t do: Applications to marketing and privacy

Alex Marthews and Catherine Tucker

International Journal of Research in Marketing, 2023, vol. 40, issue 1, 49-53

Abstract: Marketing has enjoyed unparalleled transformation in terms of its effectiveness and ability to delivery measurable return on investment due to the digital revolution. The spread of blockchain technology has led to suggestions that it may have significant marketing applications. Though blockchain is indeed an amazing technology with significant applications, this paper argues that its usefulness in many traditional marketing applications may be limited. The reasons why throw important light on the interactions between blockchain technologies, data and privacy. Blockchain, by its nature, may lead to substantial privacy harms when used indiscriminately for marketing purposes.11This research is based on insights from two previously published papers - Tucker and Catalini (2018) and Marthews and Tucker (2019)

Keywords: Blockchain; Privacy; Digital Marketing (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811622000672
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:40:y:2023:i:1:p:49-53

DOI: 10.1016/j.ijresmar.2022.09.001

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().