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The Impact of Blockchain on Marketing: Transparency and Security in Digital Advertising

Book Title: Emerging Trends in Commerce and Management

Editor:  Dr. Nilesh Anute

ISBN:  978-81-979197-7-0

Chapter: 12

DOI: https://doi.org/10.59646/emc12/255

Author:  Mrs. Swati Amit Bhat, Assistant Professor, Dr. D.Y. Patil Institute of Management and Research, Pimpri, Pune, Maharashtra, India.

Learning Objectives

The purpose of the chapter titled “The Impact of Blockchain on Marketing: Transparency and Security in Digital Advertising” is to provide readers with a thorough comprehension of how blockchain technology has the potential to revolutionise the digital marketing industry. The main learning goals are to initially comprehend the underlying principles of blockchain technology and its major characteristics, such as decentralisation, immutability, and cryptographic security. By comprehending these fundamental principles, readers may more effectively analyse how blockchain technology improves transparency and security in the realm of digital advertising, thereby resolving persistent problems such as ad fraud and the absence of trust. Moreover, the chapter will delineate the advantages and obstacles linked to the implementation of blockchain in marketing. Ultimately, this chapter will assess forthcoming trends and prospective advancements, investigating the potential evolution and integration of blockchain with other technologies to further transform marketing methods.  

References

  1. Anute N, Bhandare P, and Umbarkar S (2022) Customers Perception about Neuromarketing Techniques  Adopted by Multinational Corporations, Neuro Quantology , eISSN 1303-5150, Volume 20, Issue 9, Page 5344-5350.
  2. Komulainen, R., & N¨atti, S. (2023). Barriers to blockchain adoption: Empirical observations from securities services value network. Journal of Business Research, 159, Article 113714.
  3. Loh, X. M., Lee, V. H., Leong, L. Y., Aw, E. C. X., Cham, T. H., Tang, Y. C., & Hew, J. J. (2023). Understanding consumers’ resistance to pay with cryptocurrency in the sharing economy: A hybrid SEM-fsQCA approach. Journal of Business Research, 159, Article 113726.