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The Impact of Blockchain Technology on Marketing through Social Media

Author

Listed:
  • Mihai Prelipcean

    (The Bucharest University of Economic Studies)

  • Carmen Acatrinei

    (The Bucharest University of Economic Studies)

  • Iasmina Gradinescu

    (The Bucharest University of Economic Studies)

  • Andrei Cânda

    (iSense Solutions)

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.

Suggested Citation

  • Mihai Prelipcean & Carmen Acatrinei & Iasmina Gradinescu & Andrei Cânda, 2023. "The Impact of Blockchain Technology on Marketing through Social Media," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 46-54, April.
    • Handle: RePEc:aes:jetimm:v:1:y:2023:i:3:p:46-54
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    References listed on IDEAS

    as
    1. Kshetri, Nir, 2018. "1 Blockchain’s roles in meeting key supply chain management objectives," International Journal of Information Management, Elsevier, vol. 39(C), pages 80-89.
    2. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    3. Sivarajah, Uthayasankar & Kamal, Muhammad Mustafa & Irani, Zahir & Weerakkody, Vishanth, 2017. "Critical analysis of Big Data challenges and analytical methods," Journal of Business Research, Elsevier, vol. 70(C), pages 263-286.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Marketing; Social Media; Blockchain; Technology.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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