Blockchain Technology as an Instrument for digital marketing

This research aims to explore the role of blockchain technology in digital marketing and its impact on marketing strategies and consumer behaviour. The study focuses on identifying the benefits, challenges, and potential risks associated with the use of blockchain in digital marketing. A qualitative research methodology was adopted for this study, employing expert interviews as the primary data collection method. A total of five blockchain and marketing experts were selected through purposive sampling, and semi-structured interviews were conducted to gather data. The data collected were analyzed using content analysis techniques. The findings of this study will contribute to the understanding of the potential of blockchain technology in future of digital marketing and the implications for marketing

EditionNo. 18AuthorSarath KilariMAMaster Thesis International Technology Transfer ManagementYear2023Download PDFcreativeindustries.berlin