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.
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