Applications of Blockchain Technology in marketing—A systematic review of marketing technology companies

Stallone, Valerio; Wetzels, Martin; Klaas, Michael

doi:10.1016/j.bcra.2021.100023

Cited by 45 publications

(21 citation statements)

References 37 publications

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“…Blockchain is a technology we come across with Bitcoin (Stallone, Wetzels, and Klaas, 2021). However, its foundations first started with the studies of Haber and Stornetta in 1991 .…”

Section: Blockchainmentioning

confidence: 99%

Development Of Teachers' Perception Scale Regarding of Visual Arts with NFT: Validity – Reliability Study

Vural

Başaran

2022

International Journal on Lifelong Education and Leadership

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NFT technology such as the Metaverse, Virtual Reality and Extended Reality will change how educators teach and how students learn. NFT technology will also affect Lifelong Education. The study aimed to develop a scale of 25 items to measure how NFTs create a perception among teachers, providing a new understanding of art. For this purpose of the study, data were collected from 310 teachers (135 teacher samples for exploration and 175 teacher samples for confirmatory factor analysis) teaching in various cities of Turkey. The principal component analysis of the varimax rotation was used to obtain evidence for the scale’s validity. As a result of exploratory factor analyzes, three items were excluded from the survey because their item loads were coincident, and as a result, the scale was reduced to 22 items, and three sub-dimensions emerged. It has been determined that the scale has a structure composed of three factors: “NFT’s contribution to art and artists,” “NFT’s positive contribution to art,” and “NFT’s negative contribution to art.” It was observed that the item test correlation of the scale changed between 0.44-0.88. At the same time, cross-validation analysis was performed to determine whether the scale would produce the same results. When it was applied to similar groups as a result of cross-validation, it was observed that the same result could be obtained when the scale was applied to the same group. Apart from this, to give evidence in terms of the scale’s validity, the re-test and Crα reliabilities were calculated, and it was found to be 0.947.

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“…Blockchain is a technology we come across with Bitcoin (Stallone, Wetzels, and Klaas, 2021). However, its foundations first started with the studies of Haber and Stornetta in 1991 .…”

Section: Blockchainmentioning

confidence: 99%

Development Of Teachers' Perception Scale Regarding of Visual Arts with NFT: Validity – Reliability Study

Vural

Başaran

2022

International Journal on Lifelong Education and Leadership

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“…Although the number of BCT applications in marketing, and specifically ABA, are increasing (Stallone, Wetzels, and Klaas 2021), the technology has been changing and manifesting different generational developments in application areas, in consensus models, in the utility of smart contracts, in energy and cost requirements, and in execution speed and scalability (Mukherjee and Pradhan 2021). Academia must consider these dynamics to stay relevant with respect to research methodologies and results in the field of BCT.…”

Section: Discussionmentioning

confidence: 99%

“…It represents transparency, decentralization, and unforgeability, and can record data from different sources in a distributed database, reduce the need for intermediaries, verify transaction sources, make the level of permissions disclosure more flexible, and quantify intangible assets (Peres et al 2023). As such, BCT has the potential to improve customer-centric, secure, and open innovations for improved exchanges throughout the value creation and capture processes among the key stakeholders—namely, consumers and businesses (Ghose 2018; Gleim and Stevens 2021; Harvey, Moorman, and Toledo 2018; Rangaswamy et al 2020; Stallone, Wetzels, and Klaas 2021). Organizations should use such digital transformation technologies to strengthen relationships between stakeholders (Gleim and Stevens 2021), build trust among stakeholders (Nigam et al 2022), and increase the intensity of value exchange (Joo et al 2023).…”

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confidence: 99%

Enhancing Digital Advertising with Blockchain Technology

Stallone,

Wetzels,

Mahr

et al. 2023

Journal of Interactive Marketing

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The increasing popularity of blockchain technology (BCT) has spurred interest in its potential to rejuvenate the digital advertising ecosystem. Due to its transparency, decentralization, and immutability, BCT offers the potential for customer-oriented, secure, and open platforms that might improve interactions between consumers and businesses. This article investigates applications of BCT in digital advertising and develops an integrative framework to classify innovations at this intersection. With a systematic literature review and Delphi study, the authors examine ten relevant use cases and compile qualitative and quantitative data on the expected probability of realization, expected impact on the industry, desirability of occurrence, and market establishment duration. The results reveal organizational activity theory–informed areas of innovation and provide useful insights for managers, researchers, and policy makers. Managers should focus on contextual innovations such as rewarding web users for web interactions, rewarding content creators for their contributions, and ensuring user data security as the most relevant potential applications. Boundary innovations require a better understanding before deploying solutions aimed at increasing advertising supply chain transparency, mitigating fraud, and verifying content. For domain-based innovation areas, researchers must rethink their foundations. Finally, the authors propose a detailed research agenda.

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“…It is predicted that the next industrial revolution will emerge based on distributed computer networks managed by numerous users and IT‐leader companies that provide blockchain‐based services to design and develop this era (eg, industrial WEB3.0). Currently, we can count blockchain technology as a part of e‐commerce, 9 on which many commercials, marketing, and advertising systems have relied. Being autonomous and immutable makes blockchain a popular technology in various public fields.…”

Section: Benefits and Opportunitiesmentioning

confidence: 99%

What are the benefits and opportunities of launching a Metaverse forNEOMcity?

Far

Rad

2022

Security and Privacy

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It is expected that in 2025, the first phase of the most innovative city in the world will be opened. Seemingly NEOM city's developers have forgotten about an attractive technology called Metaverse, presented almost simultaneously along with the NEOM idea in 2017. This study stipulates that Metaverse can appreciably assist in delivering a broad digital perspective of the future to governments, futurologists, people, and particularly the NEOM developers. Also, this study briefly addresses the benefits and opportunities of releasing Metaverse-based NEOM for the Kingdom of Saudi Arabia (KSA), engineers, developers, futurologists, and people worldwide. Moreover, it is illustrated that KSA and people worldwide can benefit from the Metaverse version. For example, people can visit the world's dream city as digital tourists. As a result of this revolutionary idea, KSA can earn considerable revenue by land pre-selling and providing remote services.

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Applications of Blockchain Technology in marketing—A systematic review of marketing technology companies

Cited by 45 publications

References 37 publications

Development Of Teachers' Perception Scale Regarding of Visual Arts with NFT: Validity – Reliability Study

Development Of Teachers' Perception Scale Regarding of Visual Arts with NFT: Validity – Reliability Study

Enhancing Digital Advertising with Blockchain Technology

What are the benefits and opportunities of launching a Metaverse forNEOMcity?

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