Blockchain Implications for Marketing; A Review and an Empirical Analysis

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F22%3A00130011" target="_blank" >RIV/00216224:14560/22:00130011 - isvavai.cz</a>

Výsledek na webu

<a href="https://jitm.ut.ac.ir/article_87843.html" target="_blank" >https://jitm.ut.ac.ir/article_87843.html</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.22059/jitm.2022.87843" target="_blank" >10.22059/jitm.2022.87843</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Blockchain Implications for Marketing; A Review and an Empirical Analysis

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Blockchain Implications for Marketing; A Review and an Empirical Analysis

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of Information Technology Management

ISSN

2008-5893

e-ISSN

2423-5059

Svazek periodika

14

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

IR - Íránská islámská republika

Počet stran výsledku

24

Strana od-do

83-106

Kód UT WoS článku

—

EID výsledku v databázi Scopus

999