Marketers are faced with understanding and implementing new technologies at a greater rate than ever before. Yet despite the emergence of blockchain technology over a decade ago, it has received very little attention by academic researchers in marketing. Given the unique attributes of blockchain—transparent, decentralized, and immutable—it can create a more secure, customer centric, and open marketplace for consumers and businesses. This research contends that blockchain has the potential to transform businesses and is a technology that marketers need to be acutely aware of and prepared to utilize. We seek to generate discussion and future research on the impact of blockchain on five distinct areas: cryptocurrency, digital platforms, supply chain, online advertising, and market research.

营销人员面临着前所未有的理解和实施新技术的速度。尽管十年前出现了区块链技术，但市场营销方面的学术研究人员很少关注它。鉴于区块链的独特属性（透明，分散和不变），它可以为消费者和企业创建更安全，以客户为中心的开放市场。这项研究认为区块链具有改变业务的潜力，并且是营销人员需要敏锐意识到并准备利用的一项技术。我们寻求就区块链在五个不同领域的影响进行讨论和未来研究：加密货币，数字平台，供应链，在线广告和市场研究。