IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v40y2023i1p49-53.html
   My bibliography  Save this article

What blockchain can and can’t do: Applications to marketing and privacy

Author

Listed:
  • Marthews, Alex
  • Tucker, Catherine

Abstract

Marketing has enjoyed unparalleled transformation in terms of its effectiveness and ability to delivery measurable return on investment due to the digital revolution. The spread of blockchain technology has led to suggestions that it may have significant marketing applications. Though blockchain is indeed an amazing technology with significant applications, this paper argues that its usefulness in many traditional marketing applications may be limited. The reasons why throw important light on the interactions between blockchain technologies, data and privacy. Blockchain, by its nature, may lead to substantial privacy harms when used indiscriminately for marketing purposes.11This research is based on insights from two previously published papers - Tucker and Catalini (2018) and Marthews and Tucker (2019)

Suggested Citation

  • Marthews, Alex & Tucker, Catherine, 2023. "What blockchain can and can’t do: Applications to marketing and privacy," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 49-53.
    • Handle: RePEc:eee:ijrema:v:40:y:2023:i:1:p:49-53
    DOI: 10.1016/j.ijresmar.2022.09.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811622000672
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2022.09.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Avi Goldfarb & Catherine Tucker, 2012. "Privacy and Innovation," NBER Chapters, in: Innovation Policy and the Economy, Volume 12, pages 65-89, National Bureau of Economic Research, Inc.
    2. Avi Goldfarb & Catherine E. Tucker, 2011. "Privacy Regulation and Online Advertising," Management Science, INFORMS, vol. 57(1), pages 57-71, January.
    3. Alexandre Miranda Pinto, 2020. "An Introduction to the Use of zk-SNARKs in Blockchains," Springer Proceedings in Business and Economics, in: Panos Pardalos & Ilias Kotsireas & Yike Guo & William Knottenbelt (ed.), Mathematical Research for Blockchain Economy, pages 233-249, Springer.
    4. Bleier, Alexander & Goldfarb, Avi & Tucker, Catherine, 2020. "Consumer privacy and the future of data-based innovation and marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 466-480.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gajendra Liyanaarachchi & Giampaolo Viglia & Fidan Kurtaliqi, 2024. "Addressing challenges of digital transformation with modified blockchain," Post-Print hal-04440365, HAL.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Amalia R. Miller & Catherine Tucker, 2017. "Frontiers of Health Policy: Digital Data and Personalized Medicine," Innovation Policy and the Economy, University of Chicago Press, vol. 17(1), pages 49-75.
    2. Lefouili, Yassine & Toh, Ying Lei & Madio, Leonardo, 2017. "Privacy Regulation and Quality-Enhancing Innovation," TSE Working Papers 17-795, Toulouse School of Economics (TSE), revised Jul 2023.
    3. Catherine Tucker, 2023. "The Economics of Privacy: An Agenda," NBER Chapters, in: The Economics of Privacy, National Bureau of Economic Research, Inc.
    4. Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
    5. Jian Jia & Ginger Zhe Jin & Liad Wagman, 2018. "The Short-Run Effects of GDPR on Technology Venture Investment," NBER Working Papers 25248, National Bureau of Economic Research, Inc.
    6. Garrett Johnson & Julian Runge & Eric Seufert, 2022. "Privacy-Centric Digital Advertising: Implications for Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 9(1), pages 49-54, June.
    7. Bleier, Alexander & Goldfarb, Avi & Tucker, Catherine, 2020. "Consumer privacy and the future of data-based innovation and marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 466-480.
    8. Jian Jia & Ginger Zhe Jin & Liad Wagman, 2021. "The Short-Run Effects of the General Data Protection Regulation on Technology Venture Investment," Marketing Science, INFORMS, vol. 40(4), pages 661-684, July.
    9. Jin, Ginger Zhe & Wagman, Liad, 2021. "Big data at the crossroads of antitrust and consumer protection," Information Economics and Policy, Elsevier, vol. 54(C).
    10. Joseph R. Buckman & Idris Adjerid & Catherine Tucker, 2023. "Privacy Regulation and Barriers to Public Health," Management Science, INFORMS, vol. 69(1), pages 342-350, January.
    11. Avi Goldfarb & Daniel Trefler, 2018. "Artificial Intelligence and International Trade," NBER Chapters, in: The Economics of Artificial Intelligence: An Agenda, pages 463-492, National Bureau of Economic Research, Inc.
    12. Lena Bjørlo & Øystein Moen & Mark Pasquine, 2021. "The Role of Consumer Autonomy in Developing Sustainable AI: A Conceptual Framework," Sustainability, MDPI, vol. 13(4), pages 1-18, February.
    13. Garrett A. Johnson, 2022. "Economic Research on Privacy Regulation: Lessons from the GDPR and Beyond," NBER Chapters, in: The Economics of Privacy, National Bureau of Economic Research, Inc.
    14. Anja Lambrecht & Avi Goldfarb & Alessandro Bonatti & Anindya Ghose & Daniel Goldstein & Randall Lewis & Anita Rao & Navdeep Sahni & Song Yao, 2014. "How do firms make money selling digital goods online?," Marketing Letters, Springer, vol. 25(3), pages 331-341, September.
    15. Avi Goldfarb & Catherine Tucker, 2012. "Shifts in Privacy Concerns," American Economic Review, American Economic Association, vol. 102(3), pages 349-353, May.
    16. Scott Duke Kominers & Alexander Teytelboym & Vincent P Crawford, 2017. "An invitation to market design," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 33(4), pages 541-571.
    17. Randall Lewis & Dan Nguyen, 2015. "Display advertising’s competitive spillovers to consumer search," Quantitative Marketing and Economics (QME), Springer, vol. 13(2), pages 93-115, June.
    18. Esther Gal-Or & Ronen Gal-Or & Nabita Penmetsa, 2018. "The Role of User Privacy Concerns in Shaping Competition Among Platforms," Information Systems Research, INFORMS, vol. 29(3), pages 698-722, September.
    19. Degutis, Mindaugas & UrbonaviÄ ius, Sigitas & Hollebeek, Linda D. & Anselmsson, Johan, 2023. "Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    20. Sumitro Banerjee & Alex P. Thevaranjan, 2013. "How to deal with unprofitable customers? A salesforce compensation perspective," ESMT Research Working Papers ESMT-13-05, ESMT European School of Management and Technology.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:40:y:2023:i:1:p:49-53. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.