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Are we there yet? Exploring the adoption of blockchain in digital marketing

Lauro, Juan Martin LU and Magnusson, Helgi LU (2021) BUSN39 20201
Department 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.
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author
Lauro, Juan Martin LU and Magnusson, Helgi LU
supervisor
organization
course
BUSN39 20201
year
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}},
}