Blockchain-enabled trust management for digital marketing in the industry 4.0 era

Fazla Rabby, Ranga Chimhundu, Rumman Hassan

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

2 Citations (Scopus)

Abstract

Blockchain technology is the fastest-developing technology in recent years, and it has had a significant impact on a wide range of industries and companies in the industry 4.0 era. Privacy, security, and trust are three of the most pressing issues facing digital marketing today. The purpose of this study is to investigate security, privacy, and trust challenges in digital marketing and how blockchain technology can be used to influence digital marketing to increase consumer trust and security. This was done via a systematic review of literature published between 2017 and 2021. The review identified that the use of blockchain technology in digital marketing and marketing management will continue to grow, and it has proven to be effective in providing solutions to both existing and upcoming company challenges and situations in industry 4.0. Blockchain can influence digital marketing by removing intermediaries and delivering trusted cybersecurity services with a high level of transparency and accountability. Also discussed are the possible problems and limitations of blockchain-enabled digital marketing.
Original languageEnglish
Title of host publicationAdvances in blockchain technology for cyber physical systems
EditorsYassine Maleh, Lo’ai Tawalbeh, Saad Motahhir, Abdelhakim Senhaji Hafid
Place of PublicationCham
PublisherSpringer, Springer Nature
Chapter14
Pages303-321
Number of pages19
ISBN (Electronic)9783030936464
ISBN (Print)9783030936457
DOIs
Publication statusPublished - 2022
Externally publishedYes

Publication series

NameInternet of Things: Technology, Communications and Computing
PublisherSpringer
ISSN (Print)2199-1073
ISSN (Electronic)2199-1081

Keywords

  • Blockchain
  • Digital marketing
  • Industry 4.0
  • Cybersecurity
  • Privacy
  • Trust
  • Transparency

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