Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA)
Lemos, C., Ramos, R. F., Moro, S. & Oliveira, P. M. (2022). Stick or Twist – The raise of blockchain applications in marketing management. Sustainability. 14 (7)
Exportar Referência (IEEE)
Lemos et al.,  "Stick or Twist – The raise of blockchain applications in marketing management", in Sustainability, vol. 14, no. 7, 2022
Exportar BibTeX
@article{lemos2022_1708978966280,
	author = "Lemos, C. and Ramos, R. F. and Moro, S. and Oliveira, P. M.",
	title = "Stick or Twist – The raise of blockchain applications in marketing management",
	journal = "Sustainability",
	year = "2022",
	volume = "14",
	number = "7",
	doi = "10.3390/su14074172",
	url = "https://www.mdpi.com/journal/sustainability"
}
Exportar RIS
TY  - JOUR
TI  - Stick or Twist – The raise of blockchain applications in marketing management
T2  - Sustainability
VL  - 14
IS  - 7
AU  - Lemos, C.
AU  - Ramos, R. F.
AU  - Moro, S.
AU  - Oliveira, P. M.
PY  - 2022
SN  - 2071-1050
DO  - 10.3390/su14074172
UR  - https://www.mdpi.com/journal/sustainability
AB  - The adoption of blockchain technology by companies can change the way they interact with stakeholders, redefining communication strategies and other marketing processes. In this study, we investigated the relevance of blockchain applications for marketing management from the perspective of marketing-related professionals. Answers about blockchain technology application in the marketing arena were collected from the social platform Quora. The data were analyzed through text mining and Spearman’s correlation coefficient to assess the degree of association, inherent intensity, and the association significance between the variables payments, supply chain, loyalty programs, digital marketing, credential management, and marketing management, using Quora-specific metrics, namely, upvotes, shares, and views. The results posit blockchain technology as being an asset for marketing, with greater relevance in supply chain and internal management among marketing operations. Professionals will be able to potentially improve internal management systems and marketing campaigns, which will enhance companies’ competitive advantage.
ER  -