Affiliation:
1. Victoria University, Australia
2. University of Delhi, India
Abstract
Blockchain technology's introduction to social media marketing is an influential force to transform security and build trust in a social media platform, thus encouraging greater consumer engagement. This chapter explores the economic benefits of combining blockchain and social media marketing, and how this creates a powerful synergy to address consumer behaviour, through a process of a systematic and thematic content analysis of 30 selected peer-reviewed literature as well as 11 pieces of grey literature (which included social media site posts and blogs) published between 2012 and 2021. The implementation of blockchain technology has the potential to bring about a strategic transformation by inculcating a change in the customer's behaviour towards the organisation. The information in this chapter will provide compelling support that organisations can increase their consumer as well as influencer numbers online and successfully entice high traffic to their home page by implementing blockchain technology in their social media marketing campaigns.
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