What blockchain can and can’t do: Applications to marketing and privacy

IF 5.9 2区管理学 Q1 BUSINESS

International Journal of Research in Marketing Pub Date : 2023-03-01 DOI:10.1016/j.ijresmar.2022.09.001

Alex Marthews , Catherine Tucker

引用次数: 10

Abstract

Marketing has enjoyed unparalleled transformation in terms of its effectiveness and ability to delivery measurable return on investment due to the digital revolution. The spread of blockchain technology has led to suggestions that it may have significant marketing applications. Though blockchain is indeed an amazing technology with significant applications, this paper argues that its usefulness in many traditional marketing applications may be limited. The reasons why throw important light on the interactions between blockchain technologies, data and privacy. Blockchain, by its nature, may lead to substantial privacy harms when used indiscriminately for marketing purposes.¹

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区块链能做什么和不能做什么:营销和隐私应用

由于数字革命，营销在其有效性和提供可衡量投资回报的能力方面经历了前所未有的变革。区块链技术的传播导致人们认为它可能具有重要的营销应用。尽管区块链确实是一项具有重大应用的惊人技术，但本文认为，它在许多传统营销应用中的作用可能是有限的。原因揭示了区块链技术、数据和隐私之间的互动。从本质上讲，区块链在不分青红皂白地用于营销目的时，可能会对隐私造成严重伤害。1

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Research in Marketing BUSINESS-

CiteScore

11.80

自引率

4.30%

发文量

审稿时长

66 days

期刊介绍： The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.