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

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  • Marthews, Alex
  • Tucker, Catherine

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)

Suggested Citation

  • Marthews, Alex & Tucker, Catherine, 2023. "What blockchain can and can’t do: Applications to marketing and privacy," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 49-53.
    • Handle: RePEc:eee:ijrema:v:40:y:2023:i:1:p:49-53
    DOI: 10.1016/j.ijresmar.2022.09.001
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    References listed on IDEAS

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    1. Avi Goldfarb & Catherine Tucker, 2012. "Privacy and Innovation," NBER Chapters, in: Innovation Policy and the Economy, Volume 12, pages 65-89, National Bureau of Economic Research, Inc.
    2. Avi Goldfarb & Catherine E. Tucker, 2011. "Privacy Regulation and Online Advertising," Management Science, INFORMS, vol. 57(1), pages 57-71, January.
    3. Alexandre Miranda Pinto, 2020. "An Introduction to the Use of zk-SNARKs in Blockchains," Springer Proceedings in Business and Economics, in: Panos Pardalos & Ilias Kotsireas & Yike Guo & William Knottenbelt (ed.), Mathematical Research for Blockchain Economy, pages 233-249, Springer.
    4. Bleier, Alexander & Goldfarb, Avi & Tucker, Catherine, 2020. "Consumer privacy and the future of data-based innovation and marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 466-480.
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    Cited by:

    1. Gajendra Liyanaarachchi & Giampaolo Viglia & Fidan Kurtaliqi, 2024. "Addressing challenges of digital transformation with modified blockchain," Post-Print hal-04440365, HAL.

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