Applications of Blockchain Technology for Digital Marketing: A Systematic Review

Applications of Blockchain Technology for Digital Marketing: A Systematic Review

Kazi Turin Rahman (Coventry University, UK)
Copyright: © 2021 |Pages: 16
DOI: 10.4018/978-1-7998-8081-3.ch002
OnDemand PDF Download:
Available
$37.50
No Current Special Offers
TOTAL SAVINGS: $37.50

Abstract

Using blockchain technology in digital marketing is still a budding concept. Hence, this chapter aims to do a systematic review of research published on this topic from 2015 to 2021 (Q1). The chapter will look to uncover the various impacts of using blockchain technology on digital marketing. Impacts include (but are not limited to) improving digital marketing security, countering click fraud, developing trust and transparency, and creating loyalty programs. Moreover, the chapter will also present future research propositions to further investigate blockchain applications in the realm of digital marketing.
Chapter Preview
Top

Methodology

Search Strategy

The systematic review was developed as per the guidelines of PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses). The objective was to methodically search and include past research papers involving the terms' blockchain' and 'digital marketing'. Moreover, scholarly search engines were used to find said papers like EBSCO, ProQuest and Google Scholar.

Furthermore, the past studies were critically analyzed to uncover the current standing on the topic and subsequent literature gaps for future research.

Inclusion Criteria

In order to include the latest studies on applications of blockchain technology for digital marketing, the following inclusion criteria were adopted:

  • The research papers must be authored in English

  • The papers can be quantitative, qualitative or mixed in nature.

  • Studies published from January 2015 to January 2021 were included. Blockchain technology emerged in 2008 with Bitcoin and its applications spread to various sectors recently. Therefore, research into the application of this technology in digital marketing is likely to appear post 2015.

  • The systematic review focused on past studies dealing with various impacts of using blockchain technology on digital marketing. Impacts included (but not limited to) promoting digital marketing security, reducing click fraud, strengthening trust and transparency and enabling loyalty programs.

Additionally, more relevant applications were also uncovered along the course of this review. They have been grouped under specific themes and presented accordingly in the next section.

Search and Screening

Eventually, few papers were found that matched the inclusion criteria perfectly. This further confirms that research into applications of blockchain technology for digital marketing is minimal. Most papers dealing with blockchain focuses on its applications for digital currency and hence were excluded. Moreover, many duplicate studies were also discarded that appeared more than once.

Further exclusions are outlined below:

  • Non-English papers.

  • Studies older than 2015.

  • Papers with inconsistent titles, abstracts and full-texts.

  • Multiple instances of the same study appearing elsewhere.

  • Research dealing with implications of blockchain in areas other than digital marketing.

Complete Chapter List

Search this Book:
Reset