BLOCKCHAİN TEKNOLOJİSİNİN PAZARLAMAYA ETKİSİ VE KULLANIM OLANAKLARININ ARAŞTIRILMASI
INVESTIGATION OF THE EFFECT OF BLOCKCHAIN TECHNOLOGY ON MARKETING AND ITS USAGE OPPORTUNITIES

Summary/Abstract: It is stated that Blockchain technology can be the innovation that will create a technological revolution after computers, internet, mobile communication and social media. Blockchain is a type of database. One of the pioneering areas where the possibilities of blockchain technology are being implemented and can have significant effects is marketing. This research is aimed at identifying and researching areas of marketing activities that can benefit from blockchain technology. The aim of this study is to determine the application areas of Blockchain technology in Marketing and to benefit the literature and practical studies by investigating the effect of Blockchain technology on Marketing. It is known that blockchain technology is designed to ensure that society can be stronger and more secure, and to move marketers and advertisers directly to a more efficient and reliable working model. From this point of view, the research is important for future studies in terms of examining the Marketing areas that benefit from this innovative effect, giving specific examples to understand the process, and emphasizing the potential benefits of technology to the field of Marketing, and also because the subject is new and has not been researched much. Within the scope of the research, if we list the areas where Blockchain technology will create great change and development in Marketing; Supply chain management, Customer relationship management (CRM), Advertising are discussed in detail and explained with specific examples. Insufficient research on the subject may cause companies to miss this technological revolutionary innovation, lose their position in the sector, and miss business opportunities adapted to the new model. As a result of the study, by examining the literature, taking into account the features of Blockchain technology such as confidentiality, transparency, and not being single centered, the effect of Blockchain in Marketing has been researched, and it is thought that the use of technology will benefit companies in terms of cost, time, reliability and innovation.

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