BLOCKCHAIN TECHNOLOGY IN BUSINESS PROCESSES, MARKETING AND ACHIEVING SUSTAINABLE DEVELOPMENT GOALS

Abstract

Abstract. This study investigates the transformative potential of blockchain technology in optimizing business processes, digital marketing, and achieving sustainable development goals within the context of global digitalization and increasing consumer demands for transparency. The research employs dialectical methods of cognition, systematic approaches, and analysis-synthesis methodologies to examine blockchain's key advantages including transparency, data security, and automation through smart contracts. The investigation reveals that blockchain technology addresses critical challenges in digital marketing, particularly advertising fraud, which cost the industry approximately $84-140 billion globally in 2024. Invalid traffic (IVT) reached 23% of all mobile advertising impressions, with Ukraine experiencing fraud rates as high as 50.31%. The study demonstrates how blockchain's immutable ledger system can verify ad views and clicks, eliminating fraudulent activities while ensuring transparent budget allocation. Key findings highlight blockchain's capacity to revolutionize supply chain management through real-time product tracking from origin to consumer. Case studies include Walmart's product tracking system, H&M's collaboration with VeChain platform for clothing authenticity verification, and De Beers' diamond supply chain transparency initiative. The research identifies IBM Food Trust as exemplifying blockchain's role in reducing food waste and ensuring safety through transparent record-keeping. The study proposes strategic frameworks for integrating blockchain into business and marketing practices aligned with sustainable development principles. Smart contracts enable automated insurance payouts, peer-to-peer energy trading, and decentralized loyalty programs through tokenization. Environmental applications include carbon credit markets, green financing transparency, and anti-greenwashing certification systems. Despite significant advantages including decentralization, transparency, security, and intermediary elimination, implementation challenges persist: energy consumption, scalability limitations, technical complexity, and regulatory uncertainty. The research concludes that blockchain fosters trust, optimizes resource management, and supports ethical practices, enabling enterprises to achieve long-term competitiveness while contributing to sustainable development objectives.