Impact of Innovation on Adoption of Block Chain Technology with the Moderating Role of Digital Marketing

Abstract

Purpose: This research aims to examine the impact of innovation on blockchain technology adoption within the context of digital marketing. Methodology: A combined qualitative and quantitative approach is employed, with a focus on case studies that use blockchain technology as a lens to assess the influence of innovation on digital marketing. Findings: Our linear regression analysis reveals that while digital marketing contributes to innovation and blockchain adoption, the observed impact is not statistically significant. Unique Contribution to Theory, Practice, and Policy: Given the increasing significance of data security and compliance with regulations like the General Data Protection Regulation (GDPR), it is imperative for digital marketing agencies to prioritize these aspects. By emphasizing these elements, businesses can harness the full potential of blockchain in their advertising strategies.