The use of blockchain technology in marketing: advantages and barriers

Year 2021, Volume: 3 Issue: 2, 164 - 174, 08.12.2021

Bihter Biçer Oymak , İpek Kazançoğlu

Abstract

Blockchain technology becomes more and more important and offers great benefits to marketing. Blockchain technology fosters transparency, protects consumer data, increases trust, enables traceability of data, reduces transaction and investment costs, and provides personal products/services. However, there have been only a few implementations of blockchain technology in the field of marketing so far, because it is still not clear whether it will be the “next big thing” for companies' marketing departments or not. The objective of this study is to examine the potential advantages and barriers facing the implementation of blockchain technology in marketing. In this conceptual paper, it is asserted that blockchain technology can provide advantages to companies in their marketing activities, but also reveal the barriers during its adaptation. In this respect, this paper is expected to guide future research on the implementation of blockchain technology in marketing.

Keywords

Blockchain Technology, Marketing Application, Advantages, Barriers, Transparency

Pazarlamada blokzinciri teknolojisinin kullanımı: avantajlar ve engeller

Abstract

Blockzinciri teknolojisi, pazarlamada gittikçe önem kazanmaktadır. Blockzinciri teknolojisi şeffaflığı teşvik etmekte, tüketici verilerini korumakta, güveni artırmakta, verilerin izlenebilirliğini sağlamakta, işlem ve yatırım maliyetlerini azaltmakta ve kişisel ürün/ hizmet sağlamaktadır. Blockzinciri teknolojinin, firmaların pazarlama bölümleri için “gelecek büyük şey” olup olmayacağı henüz kesin olmadığı için bugüne kadar pazarlama alanında sadece birkaç uygulaması gerçekleştirilmiştir. Araştırmanın amacı, blockzinciri teknolojisinin pazarlama alanında yaratacağı potansiyel avantajları ve engelleri ortaya çıkarmaktır. Bu kavramsal çalışma, blockzinciri teknolojisinin pazarlama faaliyetlerinde firmalara çok sayıda avantaj sağlayabileceği, ancak benimsenmesi sırasında engellerin yaşanabileceğini ileri sürmektedir. Bu yönden çalışmanın, blockzinciri teknolojisinin pazarlamada uygulanmasına ilişkin gelecekteki araştırmalara yön vermesi beklenmektedir.

Keywords

Blockzinciri Teknolojisi, Pazarlamada Uygulama, Avantajlar, Engeller, Şeffaflık

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