Affiliation:
1. Coventry University, UK
Abstract
Using blockchain technology in digital marketing is still a budding concept. Hence, this chapter aims to do a systematic review of research published on this topic from 2015 to 2021 (Q1). The chapter will look to uncover the various impacts of using blockchain technology on digital marketing. Impacts include (but are not limited to) improving digital marketing security, countering click fraud, developing trust and transparency, and creating loyalty programs. Moreover, the chapter will also present future research propositions to further investigate blockchain applications in the realm of digital marketing.
Cited by
11 articles.
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