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Blockchain: a game changer for marketers?

Author

Listed:
  • Mark R. Gleim

    (Auburn University)

  • Jennifer L. Stevens

    (The University of Toledo)

Abstract

Marketers are faced with understanding and implementing new technologies at a greater rate than ever before. Yet despite the emergence of blockchain technology over a decade ago, it has received very little attention by academic researchers in marketing. Given the unique attributes of blockchain—transparent, decentralized, and immutable—it can create a more secure, customer centric, and open marketplace for consumers and businesses. This research contends that blockchain has the potential to transform businesses and is a technology that marketers need to be acutely aware of and prepared to utilize. We seek to generate discussion and future research on the impact of blockchain on five distinct areas: cryptocurrency, digital platforms, supply chain, online advertising, and market research.

Suggested Citation

  • Mark R. Gleim & Jennifer L. Stevens, 2021. "Blockchain: a game changer for marketers?," Marketing Letters, Springer, vol. 32(1), pages 123-128, March.
    • Handle: RePEc:kap:mktlet:v:32:y:2021:i:1:d:10.1007_s11002-021-09557-9
    DOI: 10.1007/s11002-021-09557-9
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    References listed on IDEAS

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    1. Alexandre Dolgui & Dmitry Ivanov & Semyon Potryasaev & Boris Sokolov & Marina Ivanova & Frank Werner, 2020. "Blockchain-oriented dynamic modelling of smart contract design and execution in the supply chain," International Journal of Production Research, Taylor & Francis Journals, vol. 58(7), pages 2184-2199, April.
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    Cited by:

    1. Hakkarainen, Tuuli & Colicev, Anatoli, 2023. "Blockchain-enabled advances (BEAs): Implications for consumers and brands," Journal of Business Research, Elsevier, vol. 160(C).
    2. Kim, Jungkeun & Cho, Areum & Lee, Daniel Chaein & Park, Jooyoung & Kim, Aekyoung & Jhang, Jihoon & Kim, Changju, 2025. "Consumer preferences for the visual presentation of non-fungible tokens (NFTs) of luxury products: the role of perceived authenticity," LSE Research Online Documents on Economics 126230, London School of Economics and Political Science, LSE Library.
    3. Rui Sun & Dayi He & Jingjing Yan & Li Tao, 2021. "Mechanism Analysis of Applying Blockchain Technology to Forestry Carbon Sink Projects Based on the Differential Game Model," Sustainability, MDPI, vol. 13(21), pages 1-18, October.
    4. Haynes, Paul & Hietanen, Joel, 2023. "Marketing without trust? – Blockchain technologies in the sharing economy as assemblage and pharmakon," Journal of Business Research, Elsevier, vol. 163(C).
    5. Ravneet Kaur & Rajesh Singh & Anita Gehlot & Neeraj Priyadarshi & Bhekisipho Twala, 2022. "Marketing Strategies 4.0: Recent Trends and Technologies in Marketing," Sustainability, MDPI, vol. 14(24), pages 1-17, December.
    6. 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.
    7. Großmann, Christopher & Merfeld, Katrin & Klein, Jan F. & Föller, Franziska & Henkel, Sven, 2024. "Onto the light side of sharing: Using the force of blockchain," Journal of Business Research, Elsevier, vol. 175(C).
    8. Nwamaka A. Anaza & Delancy H. S. Bennett & Yana Andonova & Emeka Anaza, 2022. "DPS 2.0: on the road to a cashless society," Marketing Letters, Springer, vol. 33(4), pages 693-704, December.
    9. Hajian, Ava & Sadeghi, Russell & Prybutok, Victor R. & Koh, Chang E., 2024. "Increasing trust and value of mobile advertising in retailing: A survey design, machine learning approach, and blockchain in the trust path," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    10. Rami Alkhudary & Bertrand Belvaux & Nathalie Guibert, 2023. "Understanding non-fungible tokens (NFTs): insights on consumption practices and a research agenda," Marketing Letters, Springer, vol. 34(2), pages 321-336, June.
    11. Antsipava, Dasha & Strycharz, Joanna & van Reijmersdal, Eva A. & van Noort, Guda, 2024. "What drives blockchain technology adoption in the online advertising ecosystem? An interview study into stakeholders’ perspectives," Journal of Business Research, Elsevier, vol. 171(C).

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