Blockchain technology transforms digital marketing by growing consumer trust
Edited book (chapter)
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 |
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 |
https://research.usq.edu.au/item/q72wz/blockchain-technology-transforms-digital-marketing-by-growing-consumer-trust
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