Blockchain-Enabled Trust Management for Digital Marketing in the Industry 4.0 Era

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-Enabled Trust Management for Digital Marketing in the Industry 4.0 Era. In: Advances in Blockchain Technology for Cyber Physical Systems. Internet of Things: Technology, Communications and Computing. Springer Nature, Cham, Switzerland, pp. 303-321. ISBN 9783030936457


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.


Statistics for USQ ePrint 48116
Statistics for this ePrint Item
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: 04 May 2022 22:49
Last Modified: 10 May 2022 01:02
Uncontrolled Keywords: blockchain, digital marketing, industry 4.0, cybersecurity, privacy, trust, transparency
Fields of Research (2020): 46 INFORMATION AND COMPUTING SCIENCES > 4604 Cybersecurity and privacy > 460499 Cybersecurity and privacy not elsewhere classified
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
46 INFORMATION AND COMPUTING SCIENCES > 4604 Cybersecurity and privacy > 460402 Data and information privacy
Socio-Economic Objectives (2020): 22 INFORMATION AND COMMUNICATION SERVICES > 2204 Information systems, technologies and services > 220405 Cybersecurity
22 INFORMATION AND COMMUNICATION SERVICES > 2204 Information systems, technologies and services > 220403 Artificial intelligence
Identification Number or DOI: https://doi.org/10.1007/978-3-030-93646-4_14
URI: http://eprints.usq.edu.au/id/eprint/48116

Actions (login required)

View Item Archive Repository Staff Only