Opportunities and Challenges of Utilizing Blockchain Technology in Marketing Management: A Case Study on the Financial Industry: A UTAUT Theory Approach

Suriyanti, Suriyanti (2022) Opportunities and Challenges of Utilizing Blockchain Technology in Marketing Management: A Case Study on the Financial Industry: A UTAUT Theory Approach. International Journal of Artificial Intelligence Research, 6 (1). ISSN 2579-7298

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Abstract

This research discusses the utilization of blockchain technology in financial industry marketing and the implementation of digital marketing management theory. Blockchain technology offers the potential to improve efficiency and security in the financial industry marketing process. In the context of customer identity verification, blockchain can be used as a secure and encrypted repository of identity data. This speeds up the verification process, reduces operational costs, and minimizes the risk of data leakage. Case studies in the banking, insurance, and digital marketing industries demonstrate the significant benefits of blockchain implementation in customer identity verification. However, technical, infrastructure, and regulatory challenges must be overcome to maximize the potential of this technology. In the context of blockchain marketing theory, this technology provides a level of transparency, active customer participation, efficient data management, smart contract execution, and innovation of new products and services. Companies in the financial industry need to consider the challenges that may arise, such as complex regulations, slow technology adoption, and security concerns.

Item Type:	Article
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	FAKULTAS EKONOMI > MANAJEMEN
Depositing User:	Unnamed user with email admin@umi.ac.id
Date Deposited:	03 Jul 2023 03:42
Last Modified:	03 Jul 2023 03:42
URI:	http://repository.umi.ac.id/id/eprint/2924

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