Blockchain meets marketing: Opportunities, threats, and avenues for future research

Renana Peres*, Martin Schreier, David A. Schweidel, Alina Sorescu

*Corresponding author for this work

Research output: Contribution to journalEditorial

37 Scopus citations

Abstract

Blockchain technology is having an increasingly profound impact on the business landscape. Blockchain—a means for storing information and transactions in secure, decentralized manner—has many potential applications for marketing. However, marketing research and practice are still tentative about the use of blockchain and are yet to fully understand it and embrace it. The goal of this editorial is to advance in this direction and offer a path toward incorporating blockchain technology into our scholarly marketing thinking. We review the basic terminology and principles of the blockchain process, provide a comprehensive overview of the potential impact of blockchain on several core marketing areas and propose research questions that can help advance both research and practice as this technology develops. This editorial is accompanied by five research notes written by leading marketing scholars, which explore applications of blockchain to the following marketing topics: Advertising (Joo et al., 2022), Branding (Colicev, 2022), Creative Industries (Malik et al., 2022), Pricing (Zhang, 2022), and Privacy (Marthews & Tucker, 2022).

Original languageAmerican English
Pages (from-to)1-11
Number of pages11
JournalInternational Journal of Research in Marketing
Volume40
Issue number1
DOIs
StatePublished - Mar 2023

Bibliographical note

Publisher Copyright:
© 2022 Elsevier B.V.

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