Are we there yet? Exploring the adoption of blockchain in digital marketing
(2021) BUSN39 20201Department of Business Administration
- Abstract
- This thesis aims to contribute to the understanding of the current knowledge status and potential uses and the diffusion of blockchain-based technologies within the digital advertising field.
This research is built upon the theoretical frameworks provided by an adjusted Technology Acceptance Model 2 (TAM 2) and the Disruptive Innovation Theory.
The findings of this study enlights marketers with different practical aspects that they should take into account before adopting blockchain-based solutions for their digital practices, which are expected to be enhanced by providing more trust, better targeting, and a fairer reward system to their clients.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9043374
- author
- Lauro, Juan Martin LU and Magnusson, Helgi LU
- supervisor
- organization
- course
- BUSN39 20201
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Blockchain, diffusion, digital marketing, technology acceptance model, online advertising, innovation, disruptive innovation.
- language
- English
- id
- 9043374
- date added to LUP
- 2021-04-27 17:51:46
- date last changed
- 2021-04-27 17:51:46
@misc{9043374, abstract = {{This thesis aims to contribute to the understanding of the current knowledge status and potential uses and the diffusion of blockchain-based technologies within the digital advertising field. This research is built upon the theoretical frameworks provided by an adjusted Technology Acceptance Model 2 (TAM 2) and the Disruptive Innovation Theory. The findings of this study enlights marketers with different practical aspects that they should take into account before adopting blockchain-based solutions for their digital practices, which are expected to be enhanced by providing more trust, better targeting, and a fairer reward system to their clients.}}, author = {{Lauro, Juan Martin and Magnusson, Helgi}}, language = {{eng}}, note = {{Student Paper}}, title = {{Are we there yet? Exploring the adoption of blockchain in digital marketing}}, year = {{2021}}, }