Blockchain technology transforms digital marketing by growing consumer trust

Rabby, Fazla ORCID: https://orcid.org/0000-0002-2683-7218 and Chimhundu, Ranga ORCID: https://orcid.org/0000-0001-9399-8604 and Hassan, Rumman ORCID: https://orcid.org/0000-0003-1527-8331 (2022) Blockchain technology transforms digital marketing by growing consumer trust. In: Transformations Through Blockchain Technology: The New Digital Revolution. Springer Nature, Cham, Switzerland, pp. 265-289. ISBN 978-3-030-93343-2


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
also enhancing security.


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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Date Deposited: 13 Apr 2022 05:21
Last Modified: 19 Apr 2022 09:40
Uncontrolled Keywords: digital marketing, blockchain, consumer trust, technology, blockchain technology
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350607 Marketing technology
46 INFORMATION AND COMPUTING SCIENCES > 4604 Cybersecurity and privacy > 460403 Data security and protection
Socio-Economic Objectives (2020): 22 INFORMATION AND COMMUNICATION SERVICES > 2204 Information systems, technologies and services > 220405 Cybersecurity
Identification Number or DOI: https://doi.org/10.1007/978-3-030-93344-9
URI: http://eprints.usq.edu.au/id/eprint/47551

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