Cultural Entrepreneurship and Disruptive Blockchain Applications in Vietnam: The Status Quo and the Transition Towards a Digital Economy

Hoang, Thinh Gia; Phan, Truc

doi:10.1007/978-981-19-2771-3_3

Cited by 1 publication

(9 citation statements)

References 23 publications

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“…As recognizing the impact of advance technologies implementation in branding efforts and how the technologies such as AI, big data, and blockchain technology impact customers' experience with the brand and value creation for firms (Dwivedi et al, 2021; Gligor et al, 2021); Blockchain technology can be used as a foundational technology that enables a decentralized database and peer‐to‐peer network to process digital transactions over a network of users, and to track relevant information involved in a transaction (Hoang & Phan, 2022). The adoption of blockchain by businesses is shown to impact a variety of aspects of marketing and branding activities, including brand communications and brand's transparency to consumers (Hoang & Phan, 2022; Risius & Spohrer, 2017). Recent studies on blockchain technology suggest that blockchain applications have a potential to change the way that customers communicate and connect with brands.…”

Section: Literature Backgroundmentioning

confidence: 99%

“…Its transparency and immutability play a crucial role in reducing information asymmetry. By eliminating intermediaries, blockchain ensures equal access to information, allowing customers to verify the accuracy of marketing campaigns and branding efforts (Boukis, 2019; Hoang & Phan, 2022). This transparency enhances brand reputation, particularly in supply chain management, where customers can trace product origin and ensure ethical sourcing.…”

Section: Literature Backgroundmentioning

confidence: 99%

“…The research on blockchain use cases are essential across all disciplines and this disruptive technology is transforming business operations (Durach et al, 2021; Hoang & Phan, 2022; Nguyen et al, 2021), impacting organization change (Tapscott & Tapscott, 2017; Varriale et al, 2021), and delivering huge impacts on a variety of business sectors, including the retail industry (Hoang & Phan, 2022; Tan & Salo, 2021). Blockchain technology is credited with transforming the retail industry, and one of the most critical roles of blockchain technology is the ability to shift the relationship between the retailer and customers through verifying product authenticity, supply chain traceability, and improving customers' data privacy (Frizzo‐Barker et al, 2020; Nguyen et al, 2021).…”

Section: Literature Backgroundmentioning

confidence: 99%

“…The implementation of blockchain technology implies the use of a decentralized database for facilitating transactions over a peer‐to‐peer network or for tracking assets involved in it. Although there is a scarcity of both the real business case and literature of blockchain applications in marketing and branding (Gligor et al, 2021; Tan & Salo, 2021), blockchain applications and platforms introduced by large technology corporations and start‐ups have gradually become very popular across industries from financial services and their supply chain to retailers and marketing (Hoang & Phan, 2022; Nguyen et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

“…Findings from the extant research on the adoption of blockchain in marketing and branding reveal that the application of blockchain technology has begun to contribute to the marketing and branding activities of enterprises including facilitating brand communication or enhancing brand transparency (Hoang & Phan, 2022). Typical characteristics of blockchain technology have huge potential in being able to shift the way that consumers interact and connect with brands through a number of blockchain‐enabled applications in customer engagement (Tapscott & Tapscott, 2017).…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Blockchain technology applications in retail branding: Insights from retailers in the developing world

Hoang,

Do,

Quang

et al. 2023

Thunderbird Intl Bus Rev

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The research on blockchain use cases is becoming critical across all disciplines as this technology is expected to transform business processes and their individual operations. However, there is a scarcity of empirical research that focuses on the implication of blockchain applications in retailing and retailers in developing countries. Thus, there are three main aims of our research; first, we explore both the drivers and the barriers for the retailers in developing countries in adopting blockchain technology. Second, we attempt to explore the impacts on the retailers of blockchain technology adoption on their retail brand communication and customer experience. Finally, we examine whether the application of blockchain technology by retailers in developing countries can help to advance the retail brand‐customer relationship. The data in this study are collected from 21 semistructured interviews with senior managers, and 3 focus groups with 21 customers from 4 case retailers. Our research is among the first attempts to explore the blockchain technology adoption empirically, and its implications by retailers in developing countries.

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