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Blockchain Technology and Its Brunt on Digital Marketing
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Author(s): Dhanabalan Thangam (Acharya Institute of Graduate Studies, India), Anil B Malali (Acharya Institute of Graduate Studies, India), S.Gopalakrishnan Subramaniyan (Acharya Institute of Graduate Studies, India), Sudha Mariappan (Acharya Institute of Graduate Studies, India), Sumathy Mohan (Bharathiar University, India)and Jin Yong Park (Konkuk University, South Korea)
Copyright: 2021
Pages: 15
Source title:
Blockchain Technology and Applications for Digital Marketing
Source Author(s)/Editor(s): Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India), Pacha Malyadri (ICSSR, Center for Economic and Social Studies, India), Amandeep Singh (Chitkara Business School, Chitkara University, Punjab, India)and Asif Pervez (Jamia Millia Islamia University, India)
DOI: 10.4018/978-1-7998-8081-3.ch001
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Abstract
The proliferation of information and communication technology and online business platforms joined together with smartphone technology and thereby changed the business-to-consumer business landscape, restructured organizations, and refurbished the process of value creation. Thus, it facilitates the businesspeople to reach a wider customer base by the customized customer targets; in so doing, it increases customers' trust and loyalty towards a brand. The internet-enabled technologies help the businesspeople to develop new digital markets and to make new demands for their products and services. Thus, the internet-enabled technologies are contributing a lot to the market engagement and customer target. Inline, a new technology called blockchain has transformed the digital marketing process completely and helps to do the business effectively with accurate and up-to-date data. With this backdrop, this chapter is designed to demonstrate how blockchain technology acts as a cutting edge technology in the consumer-centric pattern.
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