IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v32y2021i1d10.1007_s11002-021-09557-9.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-021-09557-9
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-021-09557-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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. 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.
    3. 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).
    4. 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.
    5. 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.
    6. 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).
    7. 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.
    8. 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).
    9. 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.
    10. 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).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vincenzo Varriale & Antonello Cammarano & Francesca Michelino & Mauro Caputo, 2021. "Sustainable Supply Chains with Blockchain, IoT and RFID: A Simulation on Order Management," Sustainability, MDPI, vol. 13(11), pages 1-23, June.
    2. Dmitry Ivanov, 2022. "Viable supply chain model: integrating agility, resilience and sustainability perspectives—lessons from and thinking beyond the COVID-19 pandemic," Annals of Operations Research, Springer, vol. 319(1), pages 1411-1431, December.
    3. Ivanov, Dmitry & Dolgui, Alexandre & Sokolov, Boris, 2022. "Cloud supply chain: Integrating Industry 4.0 and digital platforms in the “Supply Chain-as-a-Service”," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 160(C).
    4. Maureen S. Golan & Laura H. Jernegan & Igor Linkov, 2020. "Trends and applications of resilience analytics in supply chain modeling: systematic literature review in the context of the COVID-19 pandemic," Environment Systems and Decisions, Springer, vol. 40(2), pages 222-243, June.
    5. Kangning Zheng & Zuopeng Zhang & Jeffrey Gauthier, 2022. "RETRACTED ARTICLE: Blockchain-based intelligent contract for factoring business in supply chains," Annals of Operations Research, Springer, vol. 308(1), pages 777-797, January.
    6. Sundarakani, Balan & Ajaykumar, Aneesh & Gunasekaran, Angappa, 2021. "Big data driven supply chain design and applications for blockchain: An action research using case study approach," Omega, Elsevier, vol. 102(C).
    7. Li, Guo & Xue, Jing & Li, Na & Ivanov, Dmitry, 2022. "Blockchain-supported business model design, supply chain resilience, and firm performance," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 163(C).
    8. Tygran Dzhuguryan & Agnieszka Deja, 2021. "Sustainable Waste Management for a City Multifloor Manufacturing Cluster: A Framework for Designing a Smart Supply Chain," Sustainability, MDPI, vol. 13(3), pages 1-25, February.
    9. Arunmozhi, Manimuthu & Venkatesh, V.G. & Arisian, Sobhan & Shi, Yangyan & Raja Sreedharan, V., 2022. "Application of blockchain and smart contracts in autonomous vehicle supply chains: An experimental design," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 165(C).
    10. Muhammad Umar Farooq & Amjad Hussain & Tariq Masood & Muhammad Salman Habib, 2021. "Supply Chain Operations Management in Pandemics: A State-of-the-Art Review Inspired by COVID-19," Sustainability, MDPI, vol. 13(5), pages 1-33, February.
    11. Antonello Cammarano & Vincenzo Varriale & Francesca Michelino & Mauro Caputo, 2023. "Blockchain as enabling factor for implementing RFID and IoT technologies in VMI: a simulation on the Parmigiano Reggiano supply chain," Operations Management Research, Springer, vol. 16(2), pages 726-754, June.
    12. Sahebi, Iman Ghasemian & Mosayebi, Alireza & Masoomi, Behzad & Marandi, Fatemeh, 2022. "Modeling the enablers for blockchain technology adoption in renewable energy supply chain," Technology in Society, Elsevier, vol. 68(C).
    13. Xing, Guangyuan & Duan, Zhe & Yan, Wenjun & Baykal-Gürsoy, Melike, 2021. "Evaluation of “innovation chain + supply chain” fusion driven by blockchain technology under typical scenario," International Journal of Production Economics, Elsevier, vol. 242(C).
    14. Amir Karbassi Yazdi & Yong Tan & Cristi Spulbar & Ramona Birau & Jorge Alfaro, 2022. "An Approach for Supply Chain Management Contract Selection in the Oil and Gas Industry: Combination of Uncertainty and Multi-Criteria Decision-Making Methods," Mathematics, MDPI, vol. 10(18), pages 1-20, September.
    15. Archana A Mukherjee & Rajesh Kumar Singh & Ruchi Mishra & Surajit Bag, 2022. "Application of blockchain technology for sustainability development in agricultural supply chain: justification framework," Operations Management Research, Springer, vol. 15(1), pages 46-61, June.
    16. Guoqing Zhang & Yiqin Yang & Guoqing Yang, 2023. "Smart supply chain management in Industry 4.0: the review, research agenda and strategies in North America," Annals of Operations Research, Springer, vol. 322(2), pages 1075-1117, March.
    17. Tsan-Ming Choi & Alexandre Dolgui & Dmitry Ivanov & Erwin Pesch, 2022. "OR and analytics for digital, resilient, and sustainable manufacturing 4.0," Annals of Operations Research, Springer, vol. 310(1), pages 1-6, March.
    18. Xue Han & Pratibha Rani, 2022. "RETRACTED ARTICLE: Evaluate the barriers of blockchain technology adoption in sustainable supply chain management in the manufacturing sector using a novel Pythagorean fuzzy-CRITIC-CoCoSo approach," Operations Management Research, Springer, vol. 15(3), pages 725-742, December.
    19. Zheng, Leven J. & Xiong, Chang & Chen, Xihui & Li, Chung-Sheng, 2021. "Product innovation in entrepreneurial firms: How business model design influences disruptive and adoptive innovation," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    20. Mohammad Nabipour & M. Ali Ülkü, 2021. "On Deploying Blockchain Technologies in Supply Chain Strategies and the COVID-19 Pandemic: A Systematic Literature Review and Research Outlook," Sustainability, MDPI, vol. 13(19), pages 1-32, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:32:y:2021:i:1:d:10.1007_s11002-021-09557-9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.