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 Category	Edited book (chapter)
ERA Publisher ID	3337
Book Title	Transformations Through Blockchain Technology: The New Digital Revolution
Authors	Rabby, Fazla (Author), Chimhundu, Ranga (Author) and Hassan, Rumman (Author)
Editors	Idrees, Sheikh Mohammad and Nowostawski, Mariusz
Page Range	265-289
Chapter Number	13
Number of Pages	25
Year	2022
Publisher	Springer
Place of Publication	Cham, Switzerland
ISBN	9783030933432
	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.
Keywords	digital marketing, blockchain, consumer trust, technology, blockchain technology
ANZSRC Field of Research 2020	350607. Marketing technology
	460403. Data security and protection
Public Notes	Files associated with this item cannot be displayed due to copyright restrictions.
Byline Affiliations	School of Business
Institution of Origin	University of Southern Queensland

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