Document Type : Original Article (Quantified)
Author
Ph.D. student of Business Administration-Marketing, Faculty of Management, University of Tehran, Tehran, Iran
Abstract
The emergence of the Internet has created easy access and relatively affordable communication between the company and its customers and has provided an opportunity to use information technology to support customer services. The acceptance and use of various electronic payment services and its application It is an important issue that has been considered in the use of new technologies. Blockchain technology has emerged as a promising innovation. The purpose of this research was to investigate the impact of blockchain technology application on digital marketing. The statistical population of the research is made up of managers and online marketing activists. Due to the unlimited statistical population, 384 people were randomly selected as a sample. The data collection tool in this research was a questionnaire. Research hypotheses were tested using smart.PLS software. The research results showed that blockchain has a positive and significant effect on big data. Big data has a positive and significant impact on digital marketing. Blockchain has a positive and significant impact on digital marketing.
Keywords
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