Article | Open Access | Published: 20 July 2024
Revolutionizing Digital Marketing with Blockchain Technology: An empirical investigation of Pakistani SMEs
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Abstract:
Blockchain technology, with its unique advantages of decentralization, security, and transparency, has completely changed marketing strategies and brought new modern frameworks. Scholars and industry professionals have been drawn to this technology in recent years to investigate the fundamental mechanisms and prospects of using blockchain technology in marketing. This study aims to investigate the future impact of blockchain technology on digital marketing by focusing on its role in reducing costs, improving security and privacy. To fulfill the aim of the study, the author investigates the perceived benefits of blockchain adoption in digital marketing, including its disintermediation, transparency, and security. The research also aims to provide insights for marketers, firms, and governments on how to use blockchain technology to enhance digital marketing practices. The study used a structural questionnaire to assess the intention to use blockchain technology in digital marketing among small and medium-sized enterprises in Pakistan. The present study conducted the structure equation modelling analysis to empirically examine the hypothesis via AMOS. The study demonstrates that employees' intentions to utilize blockchain technology for digital marketing are significantly influenced by training, perceived value, and resource availability. Additionally, user adoption intentions are greatly influenced by blockchain capabilities including security & privacy, storytelling, disintermediation, and transparency.
Keywords:
Blockchain technology, Digital marketing, Intention to use, Blockchain capabilities, Dynamic capability theory
Publisher:
ILMA UNIVERSITY
Published:
20 July 2024
Issue:
Issue 1 : Volume 20
E-ISSN:
2409-6520
P-ISSN:
2414-8393
DOI:
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This is an open access article distributed under the terms of the Creative Commons Attribution CC BY 4.0 license, which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.