Research Article
BibTex RIS Cite

Blockchain Teknolojisinin Dijital Pazarlama Yönetimine Etkileri

Year 2023, , 164 - 197, 31.12.2023
https://doi.org/10.61127/idusos.1402404

Abstract

Günümüzde pazarlama kavramı, özellikle yönetim alanında ciddi bir ilgi görmektedir. Pazarlama, yalnızca tüketicilere ürün satmakla ilgili değil, aynı zamanda tüketicilerin satın almak istediği ürünleri sağlama sürecidir. Tüketicilerin yeni trendlere ve teknolojilere göre tercihleri zaman içinde değiştiğinden, pazarlama biliminin bu değişimlere ayak uydurması çok önemlidir. Bu noktada dijital pazarlama geleneksel pazarlamanın yerini almıştır. Pazarlamada sosyal ağların ve çevrimiçi işletim sistemlerinin kullanılması, şirketlerin tüketicilerle belirli bir hedef doğrultusunda etkileşime girmesine ve gerekli bilgileri mümkün olan en kısa sürede müşterilere sağlamasına olanak tanır. Dijital pazarlamanın olumlu özelliklerinin yanında, çevrimiçi işletim sistemini kullanan kullanıcıların özel bilgilerinin ifşa edilmesi önemli bir sorun olarak görülmektedir. Bu nedenle bu sorunun çözümüne yardımcı olabilecek yöntem, yaklaşım ve teknolojilerin araştırılması gerekmektedir. İzleme, şeffaflık ve güvenlik geliştirme gibi özelliklere sahip blokchain teknolojisi (bazı yerlerde blok zinciri teknolojisi olarak anılacaktır), yukarıda belirtilen sorunun çözülmesine ve dijital pazarlama endüstrisinin performansının iyileştirilmesine uygun şekilde yardımcı olabilir. Bu çalışma, blok zinciri teknolojisinin dijital pazarlamanın geliştirilmesindeki rolünü araştırmak ve dijital pazarlamayı bu teknoloji bağlamında açıklamak amacıyla derlenmiştir. Bu çalışmanın sonuçları blockchain teknolojisinin, güvenliği güçlendirerek, aracıları, işlem maliyetlerini ve sahtekarlığı ortadan kaldırarak dijital pazarlama endüstrisini geliştirmeye yardımcı olabileceğini göstermektedir.

References

  • Alt, R. (2020). Electronic Markets on blockchain markets. Information Systems Institute, Leipzig University, An Analysıs On Blockchaın Technology That Can Benefıt Marketıng. Available from: https://www.researchgate.net/publication/349335797_AN_ANALYSIS_ON_BLOCKCHAIN_TECHNOLO GY_THAT_AN_BENEFIT_MARKETING; p.p :10
  • Aksoy, S. (2017). Değişen Teknolojiler ve Endüstri 4.0: Endüstri 4.0’ı Anlamaya Dair Bir Giriş. 4,s.s: 34-44.
  • Altındal, M. (2013). Dijital Pazarlamada Marka Yönetimi ve Sosyal Medyanın Etkileri, Akademik Bilişim 2013 – XV. Akademik Bilişim Konferansı Bildirileri 23-25 Ocak – Akdeniz Üniversitesi, sayfa 1087.
  • Ayberkin, D. (2022). Blok ZinciriTeknolojisinin Dijital Pazarlama Sektöründe Yenilikçilik Ve Kullanılabilirlik Boyutuyla Uygulanabilmesi İçin Bir Sistem Mimarisinin Tasarımı, Yönetim Bilişim Sistemleri Ana Bilim Dalı Doktora Tezi.
  • Bocek.T, Rodrigues. B, Strasser. T, Stiller.S; (2017). Blockchains everywhere - a use-case of blockchains in the pharma supply-chain, IFIP/IEEE Symposium on Integrated Network and Service Management (IM) Integrated Network and Service Management (IM), 12 May 2017 Portugal: IFIP/IEEE Symposium on., pp. 772-777.
  • Bumblauskas, D., Mann, A., Dugan, B., & Rittmer, J. (2020). A blockchain use case in food distribution: Do you know where your food has been? International Journal of Information Management, 52, 102-120.
  • Bunduchi. R, Tursunbayeva. A, Pagliari C; (2020). Legitimizing disruptive technology: The case of blockchain in the human resources sector. In Transforming human resource functions with automation (pp. 1–19). IGI Global.
  • Chuen. D. L. K, & Deng. R. H; (2017). Handbook of blockchain, digital finance, and inclusion: Cryptocurrency, fintech, insurtech, regulation, Chinatech, mobile security, and distributed ledger. Academic Press.
  • Carson, B., Romanelli, G., Walsh, P., & Zhumaev, A. (2018). Blockchain beyond the hype: What is the strategic business value? McKinsey & Company, 190-200.
  • Daley, S. (2021). Blockchain Marketing & Advertising Companies to Know | Built In. builtin.com. https://builtin.com/blockchain/blockchain-marketing-advertisingexamples.
  • Dumanlı, A.E. (2019). The Role Of Digital Marketing On Consumer Attitudes And Effects, International Journal of Information Technology and Language Studies, 3(1), 24-31.
  • Ertemel, A. V. (2018). Implications of Block chain Technology on Marketıng. Journal of International Trade, Logistics and Law, 4(2); p.p: 5
  • Eyal, I. (2017). Blockchain Technology: Transforming Libertarian Cryptocurrency Dreams to Finance and Banking Realities. Computer 50 (9); P:38
  • Fersht.V, Zhang.M, Spink. J; (2019).Blockchain in the food industry at the United Nations ESCAP project«PacificInformationSuperhighway»[çevrim içi],https://www.researchgate.net/publication/330158719_Blockchain_in_the_food_industry_at_the _United_Nations_ESCAP_project_Pacific_Information_Superhighway.
  • Gedik, Y. (2020). A New Window in Marketıng; Digital Marketing. Journal of Business in The Digital Age, 3(1), 63–75. https://doi.org/10.46238/jobda.726408
  • Garzik, J., & Donnelly, J. C. (2018). Blockchain 101: An introduction to the future. In , Vol. 2. Handbook of Blockchain, digital finance, and inclusion (pp. 179–186). Academic Press
  • Herhausen, Dennis, Binder, Jochen, Schoegel, Marcus and Herrmann, Andreas, (2019). Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration.Journal of Retailing. Vol. 91, Issue 2, pp. 309-315
  • Holotescu, C., & Grosseck, G., (2018). Towards a MOOC-related Strategy in Romania. BRAIN: Broad Research in Artificial Intelligence. 9, pp. 99-109
  • Jain, V. N., Mishra, D., (2018). Blockchain for supply chain and manufacturing industries and future it holds!. International Journal of Engineering and Technical Research. 7 (9), pp. 32-39.
  • Karataş, E (2018). Developing ethereum blockchain-based document verification smart contract for moodle learning management system. International Journal of InformaticsTechnologies, pp: 399-406.
  • Kontsas,S.K.(2020).BlockchainApplicationsinMarketing. https://www.researchgate.net/profile/Ioannis- Accessed Date 12.4.2021
  • Kshetri, N. (2018). Blockchain’s roles in meeting key supply chain management objectives. International Journal of Information Management. S.S: 80-89.
  • Kotler, P. (2017). Pazarlamayı Anlamak. Optimist Yayınları.
  • Kılıçarslan, M. (2019). Dünya da ve Türkiye De Sağlık Hizmetlerinin Dijital Pazarlanması. Avrupa Bilim ve Teknoloji Dergisi, (17), 1145-1149.
  • Kayın, B. (2017). Dijital Pazarlama Ve Dijital Pazarlamanın Marka Yönetimine Etkisi, Bahçeşehir Üniversitesi, Yüksek Lisans Tezi.
  • Lamberton, C. and Stephen, A.T. (2016) A Thematic Exploration of Digital, social media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry. Journal of Marketing, 80, 146-172. https://doi.org/10.1509/jm.15.0415
  • Miller, K.D., Fabian, F. ve Lin, S-J. (2009). Strategies For Online Communities, Strategic Management Journal, Volume 30, Issue 3, Published Online: Nov 10 2008, Date: March 2009, 305-322.
  • Mus, F. (2018). Blockchain Implementation in Supply Chain Management. Case study on an E-Commerce Food Retailer, POLITECNICO DI TORINO, Corso di Laurea in Ingegneria Della Produzione Industriale e dell’Innovazione Tecnologica 27 (5): 22-37.
  • Moorman, C. (2018). How block chain Will Change Marketing as We Know It. Campbell R. Harvey Fuqua School of Business, Duke University, Durham, NC 27708, USA National Bureau of Economic Research, Cambridge,MA02912,USA,pp.http://mx.nthu.edu.tw/~cshwang/data- economics/courseinfoecon/INFE07-blockchain/Harvey=Blockchain%20Changes%20Marketing- 2019.pdf. Accessed Date 12.4.2021; p.p:6-14).
  • Newman, D. (2021). https://www.forbes.com/sites/danielnewman/2019/09/18/howblockchain-is-changing-digital marketing/?sh=5d11ac3216eb. How Block chain Is Changing Digital Marketing Daniel Newman. Accessed Date; p.p: 4-7 METİNDE 2017 OLARAK ATIF VAR
  • O'Leary, R. (2020). 4 Brands Using Block chain Technology to Reshape Marketing and Advertising. https://blog.sprinklr.com/brands-blockchain-marketing-advertising; p.p: 9-10
  • Oliynykov, R., Kiayias, A., Russell, A., David, B., (2017). Ouroboros: a provably secure proof-of-stake blockchain protocol. Lecture Notes in Computer Science Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics, PP:12-38.
  • Onik,Miraz,Kim, C. S. (2018). A recruitment and human resource management technique using blockchain technology for industry, 4.0.
  • Raju, L. (2021). An Analysıs on Blockchain Technology That Can Benefıt Marketıng. https://www.researchgate.net/publication/349335797_AN_ANALYSIS_ON_BLOCKC HAIN_TECHNOLOGY_THAT_CAN_BENEFIT_MARKETING. Accessed Date (2021); p.p: 14-16
  • Rebecca L., Miller, J. (2021). Block chain and Financial Market Innovation. Economic Perspectives https://caia.org/sites/default/files/0._blockchain_and_financial_market_innovation.pdf. Accessed Date p.p:8
  • Rejeb, A., Keogh,J.G.,&Treiblmaier,H.(2020).How Blockchain Technology Can Benefit Marketing: Six Pending Research Areas. Frontiers in Blockchain, 0, 3.https://doi.org/10.3389/FBLOC.2020.00003.
  • Royle, J., Laing, A. (2014). The digital marketing skills gap: Developing a digital marketer model for the communication industries. International Journal of Information Management, 34(2), 65-73 .
  • Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17-21.
  • Swan, M. (2015). Blockchain: Blueprint for a new economy. O’Reilly Media, Inc.
  • Stadtler, H., & Kilger, C. (2005). "Supply chain management and advanced planning overview and challenges". European Journal of Operational Research163 (3), 575-588.
  • Sun.H, Wang.X, Wang (2018). Application of blockchain technology in online education. International Journal of Emerging Technologies in Learning. 13 (10), pp. 252-259
  • Silva. F.C, Ahmed. M.A, Martinez. J.M, Kim. Y.C., (2019). Design and Implementation of a Blockchain-Based Energy Trading Platform for Electric Vehicles in Smart Campus Parking Lots. Energies. 12 (24), ss. 1-25.
  • Tian, F. (2016). An Agri-food Supply Chain Traceability System for China Based on RFID & Blockchain Technology, Department of Information Systems and Operations Vienna University of Economics and Business Vienna, Austria, p.p: 38-50.
  • Turgut, A. (2020). Blok Zinciri Teknolojisinin Tekstil Sektörüne Getirdiği Yenilikler, Bahçeşehir Üniversitesi Yüksek Lisans Tezi.
  • Tiffany, R., Santhana Kamala, S., & Phorkodi, M. (2018). A study on impact of digital marketing in customer purchase decision in Thoothukudi. International Journal of Science, Engineering and Management, 3(4), 613-617.
  • Writer, S. (2021). What Is Block chain in Marketing? Strategies, Best Practices, Benefits Suthar, Sawaram. Will Really Blockchain Redefine Digital Marketing industry? Available at: https://thenextscoop.com/blockchain-redefine-digital-marketing-industry/ p.p:9-11
Year 2023, , 164 - 197, 31.12.2023
https://doi.org/10.61127/idusos.1402404

Abstract

References

  • Alt, R. (2020). Electronic Markets on blockchain markets. Information Systems Institute, Leipzig University, An Analysıs On Blockchaın Technology That Can Benefıt Marketıng. Available from: https://www.researchgate.net/publication/349335797_AN_ANALYSIS_ON_BLOCKCHAIN_TECHNOLO GY_THAT_AN_BENEFIT_MARKETING; p.p :10
  • Aksoy, S. (2017). Değişen Teknolojiler ve Endüstri 4.0: Endüstri 4.0’ı Anlamaya Dair Bir Giriş. 4,s.s: 34-44.
  • Altındal, M. (2013). Dijital Pazarlamada Marka Yönetimi ve Sosyal Medyanın Etkileri, Akademik Bilişim 2013 – XV. Akademik Bilişim Konferansı Bildirileri 23-25 Ocak – Akdeniz Üniversitesi, sayfa 1087.
  • Ayberkin, D. (2022). Blok ZinciriTeknolojisinin Dijital Pazarlama Sektöründe Yenilikçilik Ve Kullanılabilirlik Boyutuyla Uygulanabilmesi İçin Bir Sistem Mimarisinin Tasarımı, Yönetim Bilişim Sistemleri Ana Bilim Dalı Doktora Tezi.
  • Bocek.T, Rodrigues. B, Strasser. T, Stiller.S; (2017). Blockchains everywhere - a use-case of blockchains in the pharma supply-chain, IFIP/IEEE Symposium on Integrated Network and Service Management (IM) Integrated Network and Service Management (IM), 12 May 2017 Portugal: IFIP/IEEE Symposium on., pp. 772-777.
  • Bumblauskas, D., Mann, A., Dugan, B., & Rittmer, J. (2020). A blockchain use case in food distribution: Do you know where your food has been? International Journal of Information Management, 52, 102-120.
  • Bunduchi. R, Tursunbayeva. A, Pagliari C; (2020). Legitimizing disruptive technology: The case of blockchain in the human resources sector. In Transforming human resource functions with automation (pp. 1–19). IGI Global.
  • Chuen. D. L. K, & Deng. R. H; (2017). Handbook of blockchain, digital finance, and inclusion: Cryptocurrency, fintech, insurtech, regulation, Chinatech, mobile security, and distributed ledger. Academic Press.
  • Carson, B., Romanelli, G., Walsh, P., & Zhumaev, A. (2018). Blockchain beyond the hype: What is the strategic business value? McKinsey & Company, 190-200.
  • Daley, S. (2021). Blockchain Marketing & Advertising Companies to Know | Built In. builtin.com. https://builtin.com/blockchain/blockchain-marketing-advertisingexamples.
  • Dumanlı, A.E. (2019). The Role Of Digital Marketing On Consumer Attitudes And Effects, International Journal of Information Technology and Language Studies, 3(1), 24-31.
  • Ertemel, A. V. (2018). Implications of Block chain Technology on Marketıng. Journal of International Trade, Logistics and Law, 4(2); p.p: 5
  • Eyal, I. (2017). Blockchain Technology: Transforming Libertarian Cryptocurrency Dreams to Finance and Banking Realities. Computer 50 (9); P:38
  • Fersht.V, Zhang.M, Spink. J; (2019).Blockchain in the food industry at the United Nations ESCAP project«PacificInformationSuperhighway»[çevrim içi],https://www.researchgate.net/publication/330158719_Blockchain_in_the_food_industry_at_the _United_Nations_ESCAP_project_Pacific_Information_Superhighway.
  • Gedik, Y. (2020). A New Window in Marketıng; Digital Marketing. Journal of Business in The Digital Age, 3(1), 63–75. https://doi.org/10.46238/jobda.726408
  • Garzik, J., & Donnelly, J. C. (2018). Blockchain 101: An introduction to the future. In , Vol. 2. Handbook of Blockchain, digital finance, and inclusion (pp. 179–186). Academic Press
  • Herhausen, Dennis, Binder, Jochen, Schoegel, Marcus and Herrmann, Andreas, (2019). Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration.Journal of Retailing. Vol. 91, Issue 2, pp. 309-315
  • Holotescu, C., & Grosseck, G., (2018). Towards a MOOC-related Strategy in Romania. BRAIN: Broad Research in Artificial Intelligence. 9, pp. 99-109
  • Jain, V. N., Mishra, D., (2018). Blockchain for supply chain and manufacturing industries and future it holds!. International Journal of Engineering and Technical Research. 7 (9), pp. 32-39.
  • Karataş, E (2018). Developing ethereum blockchain-based document verification smart contract for moodle learning management system. International Journal of InformaticsTechnologies, pp: 399-406.
  • Kontsas,S.K.(2020).BlockchainApplicationsinMarketing. https://www.researchgate.net/profile/Ioannis- Accessed Date 12.4.2021
  • Kshetri, N. (2018). Blockchain’s roles in meeting key supply chain management objectives. International Journal of Information Management. S.S: 80-89.
  • Kotler, P. (2017). Pazarlamayı Anlamak. Optimist Yayınları.
  • Kılıçarslan, M. (2019). Dünya da ve Türkiye De Sağlık Hizmetlerinin Dijital Pazarlanması. Avrupa Bilim ve Teknoloji Dergisi, (17), 1145-1149.
  • Kayın, B. (2017). Dijital Pazarlama Ve Dijital Pazarlamanın Marka Yönetimine Etkisi, Bahçeşehir Üniversitesi, Yüksek Lisans Tezi.
  • Lamberton, C. and Stephen, A.T. (2016) A Thematic Exploration of Digital, social media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry. Journal of Marketing, 80, 146-172. https://doi.org/10.1509/jm.15.0415
  • Miller, K.D., Fabian, F. ve Lin, S-J. (2009). Strategies For Online Communities, Strategic Management Journal, Volume 30, Issue 3, Published Online: Nov 10 2008, Date: March 2009, 305-322.
  • Mus, F. (2018). Blockchain Implementation in Supply Chain Management. Case study on an E-Commerce Food Retailer, POLITECNICO DI TORINO, Corso di Laurea in Ingegneria Della Produzione Industriale e dell’Innovazione Tecnologica 27 (5): 22-37.
  • Moorman, C. (2018). How block chain Will Change Marketing as We Know It. Campbell R. Harvey Fuqua School of Business, Duke University, Durham, NC 27708, USA National Bureau of Economic Research, Cambridge,MA02912,USA,pp.http://mx.nthu.edu.tw/~cshwang/data- economics/courseinfoecon/INFE07-blockchain/Harvey=Blockchain%20Changes%20Marketing- 2019.pdf. Accessed Date 12.4.2021; p.p:6-14).
  • Newman, D. (2021). https://www.forbes.com/sites/danielnewman/2019/09/18/howblockchain-is-changing-digital marketing/?sh=5d11ac3216eb. How Block chain Is Changing Digital Marketing Daniel Newman. Accessed Date; p.p: 4-7 METİNDE 2017 OLARAK ATIF VAR
  • O'Leary, R. (2020). 4 Brands Using Block chain Technology to Reshape Marketing and Advertising. https://blog.sprinklr.com/brands-blockchain-marketing-advertising; p.p: 9-10
  • Oliynykov, R., Kiayias, A., Russell, A., David, B., (2017). Ouroboros: a provably secure proof-of-stake blockchain protocol. Lecture Notes in Computer Science Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics, PP:12-38.
  • Onik,Miraz,Kim, C. S. (2018). A recruitment and human resource management technique using blockchain technology for industry, 4.0.
  • Raju, L. (2021). An Analysıs on Blockchain Technology That Can Benefıt Marketıng. https://www.researchgate.net/publication/349335797_AN_ANALYSIS_ON_BLOCKC HAIN_TECHNOLOGY_THAT_CAN_BENEFIT_MARKETING. Accessed Date (2021); p.p: 14-16
  • Rebecca L., Miller, J. (2021). Block chain and Financial Market Innovation. Economic Perspectives https://caia.org/sites/default/files/0._blockchain_and_financial_market_innovation.pdf. Accessed Date p.p:8
  • Rejeb, A., Keogh,J.G.,&Treiblmaier,H.(2020).How Blockchain Technology Can Benefit Marketing: Six Pending Research Areas. Frontiers in Blockchain, 0, 3.https://doi.org/10.3389/FBLOC.2020.00003.
  • Royle, J., Laing, A. (2014). The digital marketing skills gap: Developing a digital marketer model for the communication industries. International Journal of Information Management, 34(2), 65-73 .
  • Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17-21.
  • Swan, M. (2015). Blockchain: Blueprint for a new economy. O’Reilly Media, Inc.
  • Stadtler, H., & Kilger, C. (2005). "Supply chain management and advanced planning overview and challenges". European Journal of Operational Research163 (3), 575-588.
  • Sun.H, Wang.X, Wang (2018). Application of blockchain technology in online education. International Journal of Emerging Technologies in Learning. 13 (10), pp. 252-259
  • Silva. F.C, Ahmed. M.A, Martinez. J.M, Kim. Y.C., (2019). Design and Implementation of a Blockchain-Based Energy Trading Platform for Electric Vehicles in Smart Campus Parking Lots. Energies. 12 (24), ss. 1-25.
  • Tian, F. (2016). An Agri-food Supply Chain Traceability System for China Based on RFID & Blockchain Technology, Department of Information Systems and Operations Vienna University of Economics and Business Vienna, Austria, p.p: 38-50.
  • Turgut, A. (2020). Blok Zinciri Teknolojisinin Tekstil Sektörüne Getirdiği Yenilikler, Bahçeşehir Üniversitesi Yüksek Lisans Tezi.
  • Tiffany, R., Santhana Kamala, S., & Phorkodi, M. (2018). A study on impact of digital marketing in customer purchase decision in Thoothukudi. International Journal of Science, Engineering and Management, 3(4), 613-617.
  • Writer, S. (2021). What Is Block chain in Marketing? Strategies, Best Practices, Benefits Suthar, Sawaram. Will Really Blockchain Redefine Digital Marketing industry? Available at: https://thenextscoop.com/blockchain-redefine-digital-marketing-industry/ p.p:9-11
There are 46 citations in total.

Details

Primary Language Turkish
Subjects Marketing (Other)
Journal Section Articles
Authors

Mina Faraji

Esen Şahin

Publication Date December 31, 2023
Submission Date December 9, 2023
Acceptance Date December 26, 2023
Published in Issue Year 2023

Cite

APA Faraji, M., & Şahin, E. (2023). Blockchain Teknolojisinin Dijital Pazarlama Yönetimine Etkileri. Izmir Democracy University Social Sciences Journal, 6(2), 164-197. https://doi.org/10.61127/idusos.1402404