Applications and emerging trends of blockchain technology in marketing to develop Industry 5.0 Businesses: A comprehensive survey and network analysis

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dc.authorscopusidWitold Pedrycz / 58861905800
dc.authorwosidWitold Pedrycz / HJZ-2779-2023
dc.contributor.authorNikseresht, Ali
dc.contributor.authorShokouhyar, Sajjad
dc.contributor.authorTirkolaee, Erfan Babaee
dc.contributor.authorPishva, Nima
dc.date.accessioned2025-06-03T13:43:42Z
dc.date.available2025-06-03T13:43:42Z
dc.date.issued2024
dc.departmentİstinye Üniversitesi, Mühendislik ve Doğa Bilimleri Fakültesi, Endüstri Mühendisliği Bölümü
dc.description.abstractWith the availability of enormous amounts of data come the difficulties of big data, privacy, and ransomware assaults, which result in Marketing fraud and spam. Blockchain offers an extensive array of possible applications in the Marketing field. Nevertheless, both Marketing research and practice exhibit a degree of hesitance toward using Blockchain technology and have not yet come around to completely understand and adopt the technology. Here, the aim is to examine the Blockchain concepts and their applications in Marketing through bibliometrics, network, and thematic analyses, which can provide several novel insights and perspectives into current research trends in this field by evaluating the most significant and cited research publications, keywords, institutions, authors' collaboration network, and finally countries that promote Industry 5.0 (I5.0) businesses. This study performs a detailed bibliometric and thematic-based Systematic Literature Review (SLR) on 124 of over 15000 research papers. Major outcomes include the identification of emerging themes such as the role of Blockchain in advertising, and dynamic pricing, as well as the need for further exploration of underdeveloped areas (e.g., consumer behavior and brand equity). The results contribute to theoretical and practical management elements and provide the groundwork for future study in this area. The overarching target of this research is to give a complete overview of applications and emerging trends of Blockchain technology in Marketing, thereby serving as a resource for future research topics for Marketing scholars and experts aiming to implement solutions based on Blockchain technology and algorithms to develop an I5.0 business. © 2024 Elsevier B.V.
dc.identifier.citationNikseresht, A., Shokouhyar, S., Tirkolaee, E. B., & Pishva, N. (2024). Applications and Emerging Trends of Blockchain Technology in Marketing to Develop Industry 5.0 Businesses: A Comprehensive Survey and Network Analysis. Internet of Things, 101401.
dc.identifier.doi10.1016/j.iot.2024.101401
dc.identifier.issn25426605
dc.identifier.scopusqualityQ1
dc.identifier.urihttp://dx.doi.org/10.1016/j.iot.2024.101401
dc.identifier.urihttps://hdl.handle.net/20.500.12713/7288
dc.identifier.volume28
dc.identifier.wosWOS:001338733700001
dc.identifier.wosqualityQ1
dc.indekslendigikaynakScopus
dc.indekslendigikaynakWeb of Science
dc.institutionauthorPedrycz, Witold
dc.institutionauthoridWitold Pedrycz / 0000-0002-9335-9930
dc.language.isoen
dc.publisherElsevier B.V.
dc.relation.ispartofInternet of Things (The Netherlands)
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectBlockchain
dc.subjectInternet of Things
dc.subjectNetwork Analysis
dc.titleApplications and emerging trends of blockchain technology in marketing to develop Industry 5.0 Businesses: A comprehensive survey and network analysis
dc.typeArticle

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