Blockchain-enabled trust management for digital marketing in the Industry 4.0 Era
Edited book (chapter)
Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2022. "Blockchain-enabled trust management for digital marketing in the Industry 4.0 Era." Maleh, Yassine, Tawalbeh, Lo’ai, Motahhir, Saad and Hafid, Abdelhakim Senhaji (ed.) Advances in Blockchain Technology for Cyber Physical Systems. Cham, Switzerland. Springer. pp. 303-321
| Chapter Title | Blockchain-enabled trust management for digital marketing in the Industry 4.0 Era |
|---|---|
| Book Chapter Category | Edited book (chapter) |
| ERA Publisher ID | 3337 |
| Book Title | Advances in Blockchain Technology for Cyber Physical Systems |
| Authors | Rabby, Fazla (Author), Chimhundu, Ranga (Author) and Hassan, Rumman (Author) |
| Editors | Maleh, Yassine, Tawalbeh, Lo’ai, Motahhir, Saad and Hafid, Abdelhakim Senhaji |
| Page Range | 303-321 |
| Series | Internet of Things: Technology, Communications and Computing |
| Chapter Number | 13 |
| Number of Pages | 19 |
| Year | 2022 |
| Publisher | Springer |
| Place of Publication | Cham, Switzerland |
| ISBN | 9783030936457 |
| 9783030936464 | |
| ISSN | 2199-1073 |
| 2199-1081 | |
| Digital Object Identifier (DOI) | https://doi.org/10.1007/978-3-030-93646-4_14 |
| Web Address (URL) | https://link.springer.com/chapter/10.1007/978-3-030-93646-4_14 |
| Abstract | Blockchain technology is the fastest developing technology in recent years, and it has had a significant impact on a wide range of industries and companies in the industry 4.0 era. Privacy, security, and trust are three of the most pressing issues facing digital marketing today. The purpose of this study is to investigate security, privacy and trust challenges in digital marketing, and how Blockchain technology can be used to influence digital marketing to increase consumer trust and security. This was done via a systematic review of literature published between 2017 and 2021. The review identified that the use of Blockchain technology in digital marketing and marketing management will continue to grow, and it has proven to be effective in providing solutions to both existing and upcoming company challenges and situations in Industry 4.0. Blockchain can influence digital marketing by removing intermediaries and delivering trusted cybersecurity services with a high level of transparency and accountability. Also discussed, are the possible problems and limitations of Blockchain-enabled digital marketing. |
| Keywords | blockchain, digital marketing, industry 4.0, cybersecurity, privacy, trust, transparency |
| ANZSRC Field of Research 2020 | 460499. Cybersecurity and privacy not elsewhere classified |
| 350607. Marketing technology | |
| 460403. Data security and protection | |
| 460402. Data and information privacy | |
| 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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