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Stick or Twist—The Rise of Blockchain Applications in Marketing Management

Author

Listed:
  • Catarina Lemos

    (Instituto Politécnico de Coimbra, ESTGOH, Rua General Santos Costa, 3400-124 Oliveira do Hospital, Portugal)

  • Ricardo F. Ramos

    (Instituto Politécnico de Coimbra, ESTGOH, Rua General Santos Costa, 3400-124 Oliveira do Hospital, Portugal
    CICEE—Centro de Investigação em Ciências Económicas e Empresariais, Universidade Autónoma de Lisboa, Rua de Santa Marta, Palácio dos Condes do Redondo 56, 1169-023 Lisboa, Portugal)

  • Sérgio Moro

    (ISTAR, Instituto Universitário de Lisboa (ISCTE-IUL), Av. Forças Armadas, 1649-026 Lisboa, Portugal)

  • Pedro Miguel Oliveira

    (Business Research Unit (BRU-IUL), Instituto Universitário de Lisboa (ISCTE-IUL), Av. Forças Armadas, 1649-026 Lisboa, Portugal
    IADE—Faculdade de Design, Tecnologia e Comunicação, Universidade Europeia, Av. Dom Carlos I, 4, 1200-649 Lisboa, Portugal)

Abstract
The adoption of blockchain technology by companies can change the way they interact with stakeholders, redefining communication strategies and other marketing processes. In this study, we investigated the relevance of blockchain applications for marketing management from the perspective of marketing-related professionals. Answers about blockchain technology application in the marketing arena were collected from the social platform Quora. The data were analyzed through text mining and Spearman’s correlation coefficient to assess the degree of association, inherent intensity, and the association significance between the variables payments, supply chain, loyalty programs, digital marketing, credential management, and marketing management, using Quora-specific metrics, namely, upvotes, shares, and views. The results posit blockchain technology as being an asset for marketing, with greater relevance in supply chain and internal management among marketing operations. Professionals will be able to potentially improve internal management systems and marketing campaigns, which will enhance companies’ competitive advantage.

Suggested Citation

  • Catarina Lemos & Ricardo F. Ramos & Sérgio Moro & Pedro Miguel Oliveira, 2022. "Stick or Twist—The Rise of Blockchain Applications in Marketing Management," Sustainability, MDPI, vol. 14(7), pages 1-16, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:7:p:4172-:d:784422
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    References listed on IDEAS

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