1. ZHAW digitalcollection
  2. School of Management and Law
  3. Publikationen
  4. Publikationen School of Management and Law
Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-24604
Full metadata record
DC FieldValueLanguage
dc.contributor.authorStallone, Valerio-
dc.contributor.authorWetzels, Martin-
dc.contributor.authorKlaas, Michael-
dc.date.accessioned2022-03-17T09:09:16Z-
dc.date.available2022-03-17T09:09:16Z-
dc.date.issued2021-
dc.identifier.issn2096-7209de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/24604-
dc.description.abstractGiven the emerging nature of integrating Blockchain Technology (BCT) into several business fields concerning the interaction between companies and their customers, this study aims to investigate the applications of BCT in marketing through an accurate procedure of locating, selecting and analyzing existing companies using BCT in marketing. A sample that consists of 800 companies was identified using web-scraping methods. The data set was collected from initial coin offerings (ICO) websites as well as from an existing, older landscape of applications. The data set was then intensively analyzed in order to be categorized into five fields of marketing technology. Advertising and ecommerce outgrew the other fields of social & relationship, content & experience and data in absolute numbers, revealing the focus of practitioners in the past as well as gaps for the future. The authors provided future directions for researchers on and development of tools to systematically generate knowledge and improve the application of BCT and the work of practitioners in marketing.de_CH
dc.language.isoende_CH
dc.publisherElsevierde_CH
dc.relation.ispartofBlockchain : Research and Applicationsde_CH
dc.rightshttp://creativecommons.org/licenses/by-nc-nd/4.0/de_CH
dc.subjectBlockchainde_CH
dc.subjectBlockchain Applicationde_CH
dc.subjectBlockchain in Marketingde_CH
dc.subjectMarketingde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleApplications of blockchain technology in marketing : a systematic review of marketing technology companiesde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
dc.identifier.doi10.1016/j.bcra.2021.100023de_CH
dc.identifier.doi10.21256/zhaw-24604-
zhaw.funding.euNode_CH
zhaw.issue3de_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.start100023de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume2de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
Appears in collections:Publikationen School of Management and Law

Files in This Item:
File Description SizeFormat 
2021_Stallone-Wetzels-Klaas_Blockchain-Technology-Marketing.pdf1.73 MBAdobe PDFThumbnail
View/Open
Show simple item record
Stallone, V., Wetzels, M., & Klaas, M. (2021). Applications of blockchain technology in marketing : a systematic review of marketing technology companies. Blockchain : Research and Applications, 2(3), 100023. https://doi.org/10.1016/j.bcra.2021.100023
Stallone, V., Wetzels, M. and Klaas, M. (2021) ‘Applications of blockchain technology in marketing : a systematic review of marketing technology companies’, Blockchain : Research and Applications, 2(3), p. 100023. Available at: https://doi.org/10.1016/j.bcra.2021.100023.
V. Stallone, M. Wetzels, and M. Klaas, “Applications of blockchain technology in marketing : a systematic review of marketing technology companies,” Blockchain : Research and Applications, vol. 2, no. 3, p. 100023, 2021, doi: 10.1016/j.bcra.2021.100023.
STALLONE, Valerio, Martin WETZELS und Michael KLAAS, 2021. Applications of blockchain technology in marketing : a systematic review of marketing technology companies. Blockchain : Research and Applications. 2021. Bd. 2, Nr. 3, S. 100023. DOI 10.1016/j.bcra.2021.100023
Stallone, Valerio, Martin Wetzels, and Michael Klaas. 2021. “Applications of Blockchain Technology in Marketing : A Systematic Review of Marketing Technology Companies.” Blockchain : Research and Applications 2 (3): 100023. https://doi.org/10.1016/j.bcra.2021.100023.
Stallone, Valerio, et al. “Applications of Blockchain Technology in Marketing : A Systematic Review of Marketing Technology Companies.” Blockchain : Research and Applications, vol. 2, no. 3, 2021, p. 100023, https://doi.org/10.1016/j.bcra.2021.100023.


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.