Impacts of Blockchain Technology in Marketing

Debika Sihi ()
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Debika Sihi: Southwestern University

A chapter in Advances in Digital Marketing and eCommerce, 2020, pp 25-30 from Springer

Abstract: Abstract The use of blockchain for different functions across various industries has become a popular topic in recent years. While commonly referenced for enabling cryptocurrency exchanges like Bitcoin, the secure, distributed ledger of blockchain may be applied for many other purposes. This contribution examines current and potential uses of blockchain for marketing activities. Benefits and challenges in implementation are also discussed.

Keywords: Blockchain; Marketing data; Channel management; Online ad fraud; Referrals (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-47595-6_4

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DOI: 10.1007/978-3-030-47595-6_4

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