Blockchain technology is having an increasingly profound impact on the business landscape. Blockchain—a means for storing information and transactions in secure, decentralized manner—has many potential applications for marketing. However, marketing research and practice are still tentative about the use of blockchain and are yet to fully understand it and embrace it. The goal of this editorial is to advance in this direction and offer a path toward incorporating blockchain technology into our scholarly marketing thinking. We review the basic terminology and principles of the blockchain process, provide a comprehensive overview of the potential impact of blockchain on several core marketing areas and propose research questions that can help advance both research and practice as this technology develops.

This editorial is accompanied by five research notes written by leading marketing scholars, which explore applications of blockchain to the following marketing topics: Advertising (Joo et al., 2022), Branding (Colicev, 2022), Creative Industries (Malik et al., 2022), Pricing (Zhang, 2022), and Privacy (Marthews & Tucker, 2022).

区块链技术对商业格局的影响越来越深远。区块链——一种以安全、分散的方式存储信息和交易的方式——具有许多潜在的营销应用。然而，市场研究和实践对区块链的使用仍处于尝试阶段，尚未完全理解和接受它。这篇社论的目标是朝着这个方向前进，并提供一条将区块链技术纳入我们学术营销思维的途径。我们回顾了区块链过程的基本术语和原则，全面概述了区块链对几个核心营销领域的潜在影响，并提出了有助于随着该技术的发展推进研究和实践的研究问题。

这篇社论附有五份由领先的营销学者撰写的研究笔记，探讨了区块链在以下营销主题中的应用：广告（Joo 等人，2022 年）、品牌推广（Colicev，2022 年）、创意产业（Malik 等人， 2022）、定价（Zhang，2022）和隐私（Marthews & Tucker，2022）。