Review paper
Blockchain: a game changer for marketers?
Abstract
Marketers are faced with understanding and implementing new technologies at a greater rate than ever before. Yet despite the emergence of blockchain technology over a decade ago, it has received very little attention by academic researchers in marketing. Given the unique attributes of blockchain—transparent, decentralized, and immutable—it can create a more secure, customer centric, and open marketplace for consumers and businesses. This...
Paper Details
Title
Blockchain: a game changer for marketers?
Published Date
Jan 13, 2021
Journal
Volume
32
Issue
1
Pages
123 - 128
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