THE ROLE AND IMPACT OF BLOCKCHAIN IN MARKETING LANDSCAPE

Abstract

In the mordern world, blockchain technology is having increasingly profound influence on the business. Blockchain is the technology that securily storing information and transaction, decentralized nanner and other many potential applications for marketing. Nevertheless, marketing research and practice are still can not fully impliment of blockchain technology in the practice. The goal of this editorial is to show advantages of blockchain technology in marketing research sphere and offer a path toward incorporating into markting thinking.

The basic terminology and principles of the blockchain process will be rewieved in the edditional work and provide a comprehensive overview of the potential impact of blockchain on several core marketing areas and propose research questions that can help advance both research and practice as this technology develops.