Abstract
The information society, called the extension of post-industrial
society, is designed as a period when internet-based technologies surround the
everyday life. Through human machine interaction; many programming languages
such as the internet of things (IoT), artificial intelligence, cloud storing
and Blockchain, establish a secure connection among themselves. Especially with
the help of Blockchain technology, a transparent, with non-volatile record
money exchange transaction between the parties (peer to peer) is carried out
without the need of bank or any intermediary person or institution over the
encrypted network. The demand of use in the world and recently in Turkey has increased
due to the fact about this application which is centerless, reliable,
transparent, cannot hide the identity of the parties (any unexplained
intermediary person), the transactions are encrypted and the fact that
transaction records between the parties are easily monitored and the costs are
significantly reduced. The marketing and advertising sectors also follow
closely this change in technology. The study is a compiled review of the
research on how the ways of doing business in both sectors changed through this
technology, and different contents for blockchain technology.
Keywords
References
- Banerjee, M., Lee, J., Choo, K.K.R. (2018). “A Blockchain Future for Internet of Things Security: A position paper”, Digital Communications and Networks xxx, s.1–12.
- Blockchain Institute, Blockchain Media. (2017). A new Game Changer for the Media Industry? Monitor Deloitte.
- Christense, C. M. (1997). The innovator's Dilemma: When New Technologies Cause Great Firms to Fail, Harvard Business School Press: Boston, Massachusetts, USA.
- Dorri, A., Kanhere, S.S. ve Jurdak, R. (2017). “Towards an Optimized Blockchain for IoT”, The International Conference on Internet-Of-Things Design and Implementation, Pittsburgh, PA, USA, 18–20 April; pp. 173–178.
- Epstein, J. (2017). Blockchain and The CMO The Next Era Of Marketing, Blockchain Research Institute A Blockchain Research Institute Big Idea Whitepaper, 4-44.
- Friedlmaier, M., Tumasjan, A. ve Welpe, I.M. (2018). “Disrupting Industries with Blockchain: The Industry, Venture Capital Funding, and Regional Distribution Of Blockchain Ventures”, 51st Hawaii International Conference on System Sciences.
- Gupta, M. (2017). Blockchain for Dummies, IBM Limited Edition. John Wiley & Sons, Inc.
- Huh, S., Cho, S. ve Kim, S. (2017). “Managing IoT devices using blockchain platform”, The International Conference on Advanced Communication Technology, Bongpyeong, Korea, 19–22 February; pp. 464–467.
- IAB. (2018). Blockchain for Video Advertising: A Market Snapshot Of Publisher and Buyer Use Cases.
- Jiang, P., Guo, F., Liang, K., Lai, J. ve Wen, Q. (2017). “Searchain: Blockchain-based private keyword search in decentralized storage”, Future Generation Computer Systems, (12), s.1-12.
- Kumar, K. (2013). Sanayi Sonrası Toplumdan Post-Modern Topluma Çağdaş Dünyanın Yeni Kuramları, Ankara: Dost Yayınevi.
- Lyotard, J.F. (2013). Postmodern Durum, Ankara: BilgeSu Yayınları.
- Qu, C., Tao, M. ve Yuan, R. (2018). “A Hypergraph-based Blockchain Model and Application in Internet Of Things-Enabled Smart Homes”, Sensors, 18(9), s.2784.
- Ouaddah, A., Elkalam, A.A., Ouahman, A.A. (2016). “Towards a Novel Privacy-Preserving Access Control Model Based On Blockchain Technology in IoT”, Europe and MENA Cooperation Advances in Information and Communication Technologies, (520), s.523-533.
- Saqaf, W. A. ve Siedler, N. (2017). “Blockchain Technology For Social Impact: Opportunities And Challenges Ahead”, Journal Of Cyber Policy, 2(3), s.338-354.
- Schlegel, M., Zavolokina, L. ve Schwabe, G. (2018). “Blockchain Technologies From The Consumers’ Perspective: What İs There And Why Should Who Care?”, 51st Hawaii International Conference on System Sciences, s.3477-3486.
- Schumpeter J. (1942). Capitalism, Socialism and Democracy, Harper and Row: New York.
- Skrumble Network. (2018). Decentralized Communication Powered By Blockchain.
- Virilio, P. (2003). Enformasyon Bombası, İstanbul: Metis Yayınları.
- White, G. (2017). “Future Applications of Blockchain in Business and Management: A Delphi Study”, Strategic Change, 26 (5), s. 439-451.
- İnternet KaynaklarıHarvey, C.R., Moorman, C. ve Castillo T. M. (2018). How blockchain will change marketing as we know ıt. https://ssrn.com/abstract=3257511, Erişim Tarihi: 27 Kasım 2018.
- Parssinen, M., Kotila, M., Rumin, R.C, Phansalkar, A ve Manner, J. (2018). Is Blockchain Ready to Revolutionize Online Advertising? https://ieeexplore.ieee.org/abstract/document/8478235, Erişim Tarihi: 18 Kasım 2018.
- Ulukut, O. (2018). Toplumları Kökünden Değiştirme Gücüne Sahip Blockchain Teknolojisi. https://webrazzi.com/2018/05/02/toplumlari-kokunden-degistirme-gucune-sahip-blockchain-teknolojisi/, Erişim tarihi: 04 Kasım 2018.
- http://www.inovasyon.org/pdf/blm2.pdf, Erişim Tarihi: 05 Kasım 2018.
- https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/technology-media-telecommunications/deloitte-PoV-blockchain-media.pdf, Erişim Tarihi: 22 Ağustos 2018.
- http://dontapscott.com/2015/06/blockchain-revolution-the-brilliant-technology-changing-money-business-and-the-world/, Erişim Tarihi: 22 Ağustos 2018.
- https://tr.investing.com/news/cryptocurrency-news/dev-otomobil-markas-toyota-reklamclk-alannda-blockchain-kullanyor-537737, Erişim Tarihi: 18 Kasım 2018.
- https://finanstic.com/kripto-paralar/blockchain/170-ab-inbev-ilk-blockchain-mobil-reklam-kampanyasini-icin-ethereumu-kullandi.html, Erişim Tarihi: 18 Kasım 2018.
Abstract
Sanayi sonrası
toplumun uzantısı olarak adlandırılan bilgi toplumu, internet tabanlı
teknolojilerin gündelik yaşamı kuşattığı bir zaman olarak tasarımlanmaktadır.
İnsan makine etkileşimi sayesinde; nesnelerin interneti (IoT), yapay zekâ,
bulut depolama ve Blockchain (blok zincir teknolojisi) gibi birçok programlama
dili kendi aralarında güvenli bir şekilde bağlantı kurmaktadır. Özellikle
Blockchain teknolojisi sayesinde banka veya herhangi bir aracı kişi ya da
kuruma gerek kalmadan taraflar arasında (peer to peer) şeffaf, silinmeyen bir
kayıtla ve şifrelenmiş ağda para değiş-tokuş işlemi gerçekleşmektedir. Bu
uygulamanın; merkezsiz, güvenilir, şeffaf, tarafların kimliğini gizleyemediği
(açıklanamayan aracıların olmadığı), işlemlerin şifrelendiği ve taraflar
arasında işlem kayıtlarının kolaylıkla takip edildiği ve maliyetleri önemli
ölçüde azaltan bir sistem olması, dünyada ve yakın zamanda ülkemizde
kullanımına ilişkin talebi artırmıştır. Pazarlama ve reklam sektörü de
teknolojide yaşanan bu değişimi yakından takip etmektedir. Çalışma, bu
teknoloji aracılığıyla her iki sektörde iş yapma biçimlerinin nasıl değiştiğine
ilişkin araştırmalardan ve Blockchain teknolojisine yönelik farklı içeriklerden
oluşan derleme bir makaledir.
Keywords
References
- Banerjee, M., Lee, J., Choo, K.K.R. (2018). “A Blockchain Future for Internet of Things Security: A position paper”, Digital Communications and Networks xxx, s.1–12.
- Blockchain Institute, Blockchain Media. (2017). A new Game Changer for the Media Industry? Monitor Deloitte.
- Christense, C. M. (1997). The innovator's Dilemma: When New Technologies Cause Great Firms to Fail, Harvard Business School Press: Boston, Massachusetts, USA.
- Dorri, A., Kanhere, S.S. ve Jurdak, R. (2017). “Towards an Optimized Blockchain for IoT”, The International Conference on Internet-Of-Things Design and Implementation, Pittsburgh, PA, USA, 18–20 April; pp. 173–178.
- Epstein, J. (2017). Blockchain and The CMO The Next Era Of Marketing, Blockchain Research Institute A Blockchain Research Institute Big Idea Whitepaper, 4-44.
- Friedlmaier, M., Tumasjan, A. ve Welpe, I.M. (2018). “Disrupting Industries with Blockchain: The Industry, Venture Capital Funding, and Regional Distribution Of Blockchain Ventures”, 51st Hawaii International Conference on System Sciences.
- Gupta, M. (2017). Blockchain for Dummies, IBM Limited Edition. John Wiley & Sons, Inc.
- Huh, S., Cho, S. ve Kim, S. (2017). “Managing IoT devices using blockchain platform”, The International Conference on Advanced Communication Technology, Bongpyeong, Korea, 19–22 February; pp. 464–467.
- IAB. (2018). Blockchain for Video Advertising: A Market Snapshot Of Publisher and Buyer Use Cases.
- Jiang, P., Guo, F., Liang, K., Lai, J. ve Wen, Q. (2017). “Searchain: Blockchain-based private keyword search in decentralized storage”, Future Generation Computer Systems, (12), s.1-12.
- Kumar, K. (2013). Sanayi Sonrası Toplumdan Post-Modern Topluma Çağdaş Dünyanın Yeni Kuramları, Ankara: Dost Yayınevi.
- Lyotard, J.F. (2013). Postmodern Durum, Ankara: BilgeSu Yayınları.
- Qu, C., Tao, M. ve Yuan, R. (2018). “A Hypergraph-based Blockchain Model and Application in Internet Of Things-Enabled Smart Homes”, Sensors, 18(9), s.2784.
- Ouaddah, A., Elkalam, A.A., Ouahman, A.A. (2016). “Towards a Novel Privacy-Preserving Access Control Model Based On Blockchain Technology in IoT”, Europe and MENA Cooperation Advances in Information and Communication Technologies, (520), s.523-533.
- Saqaf, W. A. ve Siedler, N. (2017). “Blockchain Technology For Social Impact: Opportunities And Challenges Ahead”, Journal Of Cyber Policy, 2(3), s.338-354.
- Schlegel, M., Zavolokina, L. ve Schwabe, G. (2018). “Blockchain Technologies From The Consumers’ Perspective: What İs There And Why Should Who Care?”, 51st Hawaii International Conference on System Sciences, s.3477-3486.
- Schumpeter J. (1942). Capitalism, Socialism and Democracy, Harper and Row: New York.
- Skrumble Network. (2018). Decentralized Communication Powered By Blockchain.
- Virilio, P. (2003). Enformasyon Bombası, İstanbul: Metis Yayınları.
- White, G. (2017). “Future Applications of Blockchain in Business and Management: A Delphi Study”, Strategic Change, 26 (5), s. 439-451.
- İnternet KaynaklarıHarvey, C.R., Moorman, C. ve Castillo T. M. (2018). How blockchain will change marketing as we know ıt. https://ssrn.com/abstract=3257511, Erişim Tarihi: 27 Kasım 2018.
- Parssinen, M., Kotila, M., Rumin, R.C, Phansalkar, A ve Manner, J. (2018). Is Blockchain Ready to Revolutionize Online Advertising? https://ieeexplore.ieee.org/abstract/document/8478235, Erişim Tarihi: 18 Kasım 2018.
- Ulukut, O. (2018). Toplumları Kökünden Değiştirme Gücüne Sahip Blockchain Teknolojisi. https://webrazzi.com/2018/05/02/toplumlari-kokunden-degistirme-gucune-sahip-blockchain-teknolojisi/, Erişim tarihi: 04 Kasım 2018.
- http://www.inovasyon.org/pdf/blm2.pdf, Erişim Tarihi: 05 Kasım 2018.
- https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/technology-media-telecommunications/deloitte-PoV-blockchain-media.pdf, Erişim Tarihi: 22 Ağustos 2018.
- http://dontapscott.com/2015/06/blockchain-revolution-the-brilliant-technology-changing-money-business-and-the-world/, Erişim Tarihi: 22 Ağustos 2018.
- https://tr.investing.com/news/cryptocurrency-news/dev-otomobil-markas-toyota-reklamclk-alannda-blockchain-kullanyor-537737, Erişim Tarihi: 18 Kasım 2018.
- https://finanstic.com/kripto-paralar/blockchain/170-ab-inbev-ilk-blockchain-mobil-reklam-kampanyasini-icin-ethereumu-kullandi.html, Erişim Tarihi: 18 Kasım 2018.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | September 30, 2019 |
| Submission Date | May 5, 2019 |
| Published in Issue | Year 2019 Volume: 7 Issue: 2 |
