Blockchain technology transforms digital marketing by growing consumer trust

Edited book (chapter)


Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2022. "Blockchain technology transforms digital marketing by growing consumer trust." Idrees, Sheikh Mohammad and Nowostawski, Mariusz (ed.) Transformations Through Blockchain Technology: The New Digital Revolution. Cham, Switzerland. Springer. pp. 265-289
Chapter Title

Blockchain technology transforms digital marketing by growing consumer trust

Book Chapter CategoryEdited book (chapter)
ERA Publisher ID3337
Book TitleTransformations Through Blockchain Technology: The New Digital Revolution
AuthorsRabby, Fazla (Author), Chimhundu, Ranga (Author) and Hassan, Rumman (Author)
EditorsIdrees, Sheikh Mohammad and Nowostawski, Mariusz
Page Range265-289
Chapter Number13
Number of Pages25
Year2022
PublisherSpringer
Place of PublicationCham, Switzerland
ISBN9783030933432
9783030933449
Digital Object Identifier (DOI)https://doi.org/10.1007/978-3-030-93344-9
Web Address (URL)https://link.springer.com/book/10.1007/978-3-030-93344-9
Abstract

Today, digital marketing allows companies to enhance their marketing strategies and to establish global marketplaces, as well as drive further demand for their products and services. In this vibrant market, blockchain technology has emerged to enable better customer journeys. In this chapter, we discuss how blockchain technology can impact a company’s digital marketing efforts, contributing to market engagement and empowering a customer-driven paradigm. Furthermore, we discuss how blockchain technology promotes digitalization, assists in preventing fraud, strengthens trust and transparency, and allows for better privacy protection while
also enhancing security.

Keywordsdigital marketing, blockchain, consumer trust, technology, blockchain technology
ANZSRC Field of Research 2020350607. Marketing technology
460403. Data security and protection
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Byline AffiliationsSchool of Business
Institution of OriginUniversity of Southern Queensland
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