lynx   »   [go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2023i3p46-54.html
   My bibliography  Save this article

The Impact of Blockchain Technology on Marketing through Social Media

Author

Listed:
  • Mihai Prelipcean

    (The Bucharest University of Economic Studies)

  • Carmen Acatrinei

    (The Bucharest University of Economic Studies)

  • Iasmina Gradinescu

    (The Bucharest University of Economic Studies)

  • Andrei Cânda

    (iSense Solutions)

Abstract
Blockchain technology has become a particularly promising innovation in recent years, impacting various fields, including marketing. This study looks at how blockchain technology is impacting social media marketing. Through a literature review and case studies, the advantages and challenges of using blockchain technology in marketing strategies in the context of social networks are highlighted. Identified benefits include increased transparency and security, elimination of intermediaries, increased consumer trust and engagement, and increased authenticity and originality of content. However, challenges such as high costs, lack of regulation and standardization, and technical difficulties are also identified. Therefore, this study examines how blockchain technology can change the paradigms of social media marketing, providing insights and research directions for the future of this ever-evolving field. To identify this, we conducted an exploratory research on multiple articles, books and blockchain related websites, because it is a new technology and most of the information in this field can be found online. Moreover, we conducted a qualitative research based on expert interviews in the fields of blockchain and marketing through social media.

Suggested Citation

  • Mihai Prelipcean & Carmen Acatrinei & Iasmina Gradinescu & Andrei Cânda, 2023. "The Impact of Blockchain Technology on Marketing through Social Media," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 46-54, April.
    • Handle: RePEc:aes:jetimm:v:1:y:2023:i:3:p:46-54
    as

    Download full text from publisher

    File URL: https://www.etimm.ase.ro/RePEc/aes/jetimm/2023/ETIMM_V01_2023_59.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sivarajah, Uthayasankar & Kamal, Muhammad Mustafa & Irani, Zahir & Weerakkody, Vishanth, 2017. "Critical analysis of Big Data challenges and analytical methods," Journal of Business Research, Elsevier, vol. 70(C), pages 263-286.
    2. Kshetri, Nir, 2018. "1 Blockchain’s roles in meeting key supply chain management objectives," International Journal of Information Management, Elsevier, vol. 39(C), pages 80-89.
    3. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vincenzo Varriale & Antonello Cammarano & Francesca Michelino & Mauro Caputo, 2025. "Critical analysis of the impact of artificial intelligence integration with cutting-edge technologies for production systems," Journal of Intelligent Manufacturing, Springer, vol. 36(1), pages 61-93, January.
    2. Zhiting Song & Yanming Sun & Jiafu Wan & Lingli Huang & Jianhua Zhu, 2019. "Smart e-commerce systems: current status and research challenges," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(2), pages 221-238, June.
    3. Tabesh, Pooya & Mousavidin, Elham & Hasani, Sona, 2019. "Implementing big data strategies: A managerial perspective," Business Horizons, Elsevier, vol. 62(3), pages 347-358.
    4. Ashrafi, Amir & Zareravasan, Ahad, 2022. "An ambidextrous approach on the business analytics-competitive advantage relationship: Exploring the moderating role of business analytics strategy," Technological Forecasting and Social Change, Elsevier, vol. 179(C).
    5. Ghaemi Asl, Mahdi & Ben Jabeur, Sami & Hosseini, Seyedeh Sana & Tajmir Riahi, Hamed, 2024. "Fintech's impact on conventional and Islamic sustainable equities: Short- and long-term contributions of the digital financial ecosystem," Global Finance Journal, Elsevier, vol. 62(C).
    6. Nerantzidis, Michail & Tampakoudis, Ioannis & She, Chaoyuan, 2024. "Social media in accounting research: A review and future research agenda," Journal of International Accounting, Auditing and Taxation, Elsevier, vol. 54(C).
    7. Effing, Robin & Spil, Ton A.M., 2016. "The social strategy cone: Towards a framework for evaluating social media strategies," International Journal of Information Management, Elsevier, vol. 36(1), pages 1-8.
    8. Mario Dobrovnik & David M. Herold & Elmar Fürst & Sebastian Kummer, 2018. "Blockchain for and in Logistics: What to Adopt and Where to Start," Logistics, MDPI, vol. 2(3), pages 1-14, September.
    9. Bai, Chunguang & Zhu, Qingyun & Sarkis, Joseph, 2024. "Do blockchain capabilities help overcome supply and operational risks: Insights from firm market returns during COVID-19," Omega, Elsevier, vol. 126(C).
    10. Zarnadze Giorgi, 2020. "Social interactions impact on product and service development," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 324-332, July.
    11. Keshav Singh Rawat & Sandeep Kumar Sood, 2021. "Emerging trends and global scope of big data analytics: a scientometric analysis," Quality & Quantity: International Journal of Methodology, Springer, vol. 55(4), pages 1371-1396, August.
    12. Natallia Pashkevich & Darek Haftor & Mikael Karlsson & Soumitra Chowdhury, 2019. "Sustainability through the Digitalization of Industrial Machines: Complementary Factors of Fuel Consumption and Productivity for Forklifts with Sensors," Sustainability, MDPI, vol. 11(23), pages 1-21, November.
    13. Perera S.N.M.G. & Samaraweera G.R.S.R.C. ., 2020. "Determinants of Social Media Addiction of Employees in Services Sector in Sri Lanka," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(6), pages 338-345, June.
    14. Robert Ackland & Kyosuke Tanaka, 2015. "Development Impact of Social Media," World Bank Publications - Reports 23642, The World Bank Group.
    15. Ashrafi, Amir & Zare Ravasan, Ahad & Trkman, Peter & Afshari, Samira, 2019. "The role of business analytics capabilities in bolstering firms’ agility and performance," International Journal of Information Management, Elsevier, vol. 47(C), pages 1-15.
    16. Martín-Rojas, Rodrigo & García-Morales, Victor J. & Garrido-Moreno, Aurora & Salmador-Sánchez, Maria Paz, 2021. "Social Media Use and the Challenge of Complexity: Evidence from the Technology Sector," Journal of Business Research, Elsevier, vol. 129(C), pages 621-640.
    17. Jaroslav Bukovina, 2015. "Sentiment of a society and large-cap stock liquidity," MENDELU Working Papers in Business and Economics 2015-56, Mendel University in Brno, Faculty of Business and Economics.
    18. Ciaran Heavey & Zeki Simsek & Christina Kyprianou & Marten Risius, 2020. "How do strategic leaders engage with social media? A theoretical framework for research and practice," Strategic Management Journal, Wiley Blackwell, vol. 41(8), pages 1490-1527, August.
    19. Mehmet Devrim AYDIN & Volkan GÖÇOĞLU, 2015. "Relationship Of Social Media And Public Policy From The Perspective Of Social Media Users: Case Of University Students," Eurasian Academy Of Sciences Social Sciences Journal, Eurasian Academy Of Sciences, vol. 6(6), pages 100-122, March.
    20. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.

    More about this item

    Keywords

    Marketing; Social Media; Blockchain; Technology.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:jetimm:v:1:y:2023:i:3:p:46-54. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.
    Лучший частный хостинг