How Blockchain Technology Can Benefit Marketing: Six Pending Research Areas

The proliferation of sophisticated e-commerce platforms coupled with mobile applications has ignited growth in business-to-consumer (B2C) commerce, reshaped organizational structures, and revamped value creation processes. Simultaneously, new technologies have altered the dynamics of brand marketing...

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Bibliografiske detaljer

Principais autores:	Abderahman Rejeb, John G. Keogh, Horst Treiblmaier
Format:	Artigo
Sprog:	Inglês
Udgivet:	Frontiers Media S.A. 2020-02-01
Serier:	Frontiers in Blockchain
Fag:	blockchain marketing brand customer-centric paradigm trust loyalty
Online adgang:	https://www.frontiersin.org/article/10.3389/fbloc.2020.00003/full
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