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Adoption and Applications of Blockchain Technology in Marketing: A Retrospective Overview and Bibliometric Analysis

Author

Listed:
  • Mohammad Wasiq

    (College of Administration and Financial Sciences, Saudi Electronic University, Riyadh 11673, Saudi Arabia)

  • Abu Bashar

    (School of Management, IMS Unison University, Dehradun 248009, India)

  • Syed Akmal

    (College of Administration and Financial Sciences, Saudi Electronic University, Riyadh 11673, Saudi Arabia)

  • Mustafa Raza Rabbani

    (Department of Accounting and Finance, British University of Bahrain, Manama 527, Bahrain)

  • Mohd Afzal Saifi

    (Centre for Distance and Online Education, Jamia Millia Islamia, New Delhi 110025, India)

  • Nishad Nawaz

    (Department of Business Management, Kingdom University, Riffa 40434, Bahrain)

  • Youssef Tarek Nasef

    (Department of Management and Marketing, University of Bahrain, Manama 32038, Bahrain)

Abstract

Blockchain technology has disrupted the traditional approaches of marketing and introduced altogether contemporary marketing frameworks using its unique capabilities of decentralization, security and transparency. In recent times, this technology has attracted both academicians and practitioners to study the underlying processes and opportunities of the application of blockchain technology in marketing. Although there is an increasing deliberation in researching the use of blockchain in marketing, there exists an intermittent gap in holistic overview of the current trends and future boundaries. This article is an attempt to present a comprehensive current state and prospects of expansion in the research of the application of blockchain technology in marketing using state of the art bibliometric review analysis. The bibliometric analysis using 161 articles from Scopus database revealed the influential aspects of research such as prolific authors, influential documents, countries, affiliations, sources and keywords. Moreover, emerging research streams about the application of blockchain is identified and enumerated using network synthesis and visualization of co-citation, and keywords co-occurrence networks. These findings pave the ways for future research expansion. The results shows that the research on applications of blockchain technology has been maturing over time. However, the research streams reveal that blockchain based marketing framework is still in its infancy stage.

Suggested Citation

  • Mohammad Wasiq & Abu Bashar & Syed Akmal & Mustafa Raza Rabbani & Mohd Afzal Saifi & Nishad Nawaz & Youssef Tarek Nasef, 2023. "Adoption and Applications of Blockchain Technology in Marketing: A Retrospective Overview and Bibliometric Analysis," Sustainability, MDPI, vol. 15(4), pages 1-20, February.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:4:p:3279-:d:1064771
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    References listed on IDEAS

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