Blockchain meets marketing: Opportunities,threats, and avenues for future research |
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| Institution: | 1. Hebrew University of Jerusalem, Jerusalem, Israel;2. WU Vienna University of Economics and Business, Vienna, Austria;3. Emory University, Atlanta, USA;4. Texas A&M University, College Station, TX, USA;1. Deakin Business School, Deakin University, 221 Burwood Highway, Burwood, VIC 3125, Australia;2. Monash Business School, Monash University, Wellington Road, Clayton, VIC 3800, Australia;3. Swinburne University, John St, Hawthorn, VIC 3122, Australia;4. Goethe University Frankfurt, Theodor-W.-Adorno-Platz 4, 60323 Frankfurt, Germany;1. Professor of Marketing and Sarah Kenan Graham Scholar at the University of North Carolina at Chapel Hill, USA;2. Research Professor of marketing department at Tilburg University, the Netherlands;3. Professor of Marketing at KU Leuven, Belgium;4. Fellow at the Emerging Markets Institute, INSEAD, Singapore;5. Lee Kong Chian Professor of Marketing, and Director of Retail Centre of Excellence, at the Lee Kong Chian School of Business, Singapore Management University, Singapore;1. MARA, Mannheim, Germany;2. C.T. Bauer College of Business, University of Houston, USA;3. Marketing & Sales Research Group at the Institute of Information Systems and Marketing (IISM) at the Karlsruhe Institute of Technology (KIT), Germany;1. Drexel University, USA;2. INSEAD, France;1. Department of Computer Science, Dartmouth College, Hanover, NH 03755, United States;2. 100 Tuck Hall, Tuck School of Business at Dartmouth, Dartmouth College, Hanover, NH 03755, United States;3. School of Informatics, Computing, and Engineering, Indiana University Bloomington, Bloomington, IN 47405, United States;4. Departments of Computer Science and Department of Mathematics, The Santa Fe Institute, Santa Fe, NM 87501, United States;5. Dartmouth College, Hanover, NH 03755, United States;1. National Chair, Restore the Fourth, United States;2. Sloan Distinguished Professor of Management, MIT, United States |
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| Abstract: | Blockchain technology is having an increasingly profound impact on the business landscape. Blockchain—a means for storing information and transactions in secure, decentralized manner—has many potential applications for marketing. However, marketing research and practice are still tentative about the use of blockchain and are yet to fully understand it and embrace it. The goal of this editorial is to advance in this direction and offer a path toward incorporating blockchain technology into our scholarly marketing thinking. We review the basic terminology and principles of the blockchain process, provide a comprehensive overview of the potential impact of blockchain on several core marketing areas and propose research questions that can help advance both research and practice as this technology develops.This editorial is accompanied by five research notes written by leading marketing scholars, which explore applications of blockchain to the following marketing topics: Advertising (Joo et al., 2022), Branding (Colicev, 2022), Creative Industries (Malik et al., 2022), Pricing (Zhang, 2022), and Privacy (Marthews & Tucker, 2022). |
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