Emerging research on integration of blockchain in marketing: a bibliometric analysis

Abstract

Blockchain is a revolutionary, decentralised, repeatable distributed ledger technology that has the power to transform the conventional business landscape in marketing. This study includes a bibliometric analysis of academic literature on the uses, and effects of the adoption of blockchain-based technology in marketing. With a final sample of 109 papers published between 2016 and 2023, first, we identified literary elements that had a significant impact based on highly cited articles, keywords, authors and publications. Afterwards, through a systematic review of academic literature of implication of blockchain in marketing, this study provides the potential application of blockchain in seven core marketing areas namely transactions between the parties, disintermediation, data and data analytics, digital marketing, privacy and security, loyalty programme and payment. This study adds great value to scholars by providing insight into trends and keyword patterns. Finally, the study suggests various lines of inquiry for additional studies on the subject.