The Impact of Blockchain Technology on Marketing through Social Media

Mihai Prelipcean (), Carmen Acatrinei (Pantea), Iasmina Gradinescu () and Andrei Cânda ()
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Mihai Prelipcean: The Bucharest University of Economic Studies
Iasmina Gradinescu: The Bucharest University of Economic Studies
Andrei Cânda: iSense Solutions

Journal of Emerging Trends in Marketing and Management, 2023, vol. 1, issue 1, 46-54

Abstract: Blockchain technology has become a particularly promising innovation in recent years, impacting various fields, including marketing. This study looks at how blockchain technology is impacting social media marketing. Through a literature review and case studies, the advantages and challenges of using blockchain technology in marketing strategies in the context of social networks are highlighted. Identified benefits include increased transparency and security, elimination of intermediaries, increased consumer trust and engagement, and increased authenticity and originality of content. However, challenges such as high costs, lack of regulation and standardization, and technical difficulties are also identified. Therefore, this study examines how blockchain technology can change the paradigms of social media marketing, providing insights and research directions for the future of this ever-evolving field. To identify this, we conducted an exploratory research on multiple articles, books and blockchain related websites, because it is a new technology and most of the information in this field can be found online. Moreover, we conducted a qualitative research based on expert interviews in the fields of blockchain and marketing through social media.

Keywords: Marketing; Social Media; Blockchain; Technology. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2023
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