Blockchain

Marketing

Blockchain technology is the order of the day today due to its strong pillars of distribution, decentralization, encryption, immutability, and tokenization. It has a growing reach in different sectors of the economy.

Given the massive availability of data, there are challenges related to big data, privacy and ransomware attacks leading to marketing fraud and spam. The present study reviews the use of blockchain in the marketing field and attempts to identify influential aspects, research streams and research questions to propose the future research agenda of emerging market prospects for blockchain marketing integration. The study analyzed 75 articles from the international database Scopus using bibliometric and network-based analyses.

The present study first identified influential aspects of the literature in terms of frequently cited articles, keywords, authors and publications; Second, five future research directions were identified: (i) blockchain and e-commerce, (ii) blockchain and marketing; (iii) blockchain and data; (iv) Blockchain and Data Analytics and (v) Blockchain-Privacy and Security Finally, 18 future research questions were proposed. The study paved the way for future researchers by providing a future research agenda in relation to the proposed framework that needs further investigation to identify the relationships among five identified currents through proposed research questions. The study is unique in terms of its contribution to the literature publication with an extensive focus on “identifying blockchain marketing integration”. The present study fills this literature gap and proposes a framework and research questions for future researchers.