Role of Cryptocurrency in Digital Marketing

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Author(s): Sonal Trivedi (Chitkara Business School, Chitkara University, India)and Reena Malik (Chitkara Business School, Chitkara University, India)
Copyright: 2021
Pages: 11
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.ch011

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

Today, the world has become a digital platform where technology has become an important part of day-to-day life. The world is growing at a rapid pace where there is a new innovation every other day. As days are passing, every aspect of life has become online. Companies have also identified the scope and opportunity of digital marketing. This chapter discusses how cryptocurrency is a challenge for digital marketing. This study is an exploratory study that involves secondary data collection. The objective of the research is to identify the influence of cryptocurrency on digital marketing. The findings of the study suggest that digital marketing is a data-driven marketing technique, and cryptocurrency is a payment mode that hides data; thus, the popularity of cryptocurrency as a mode of payment is a challenge for digital marketing.

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