Draft Design of Distributed Ledger Based Peer-to-Peer Business Platform

Cha, ByungRae; Park, Sun; Shin, Bo Sung; Kim, Jong-Won

doi:10.1007/978-3-319-93659-8_79

Cited by 3 publications

(1 citation statement)

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“…Their guidelines suggest implementing BCT to make news platforms more socially interactable and to avoid disseminating fake news. Cha et al (2018) and Joo et al (2023 propose guidelines for the development of a BCT application that integrates social advertising into peer-to-peer e-commerce systems. An application based on Ethereum enables a social network to comply with user preferences by turning it into a publicly available blockchain (Lax and Russo 2019).…”

Section: Domain Innovationsmentioning

confidence: 99%

Enhancing Digital Advertising with Blockchain Technology

Stallone,

Wetzels,

Mahr

et al. 2023

Journal of Interactive Marketing

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The increasing popularity of blockchain technology (BCT) has spurred interest in its potential to rejuvenate the digital advertising ecosystem. Due to its transparency, decentralization, and immutability, BCT offers the potential for customer-oriented, secure, and open platforms that might improve interactions between consumers and businesses. This article investigates applications of BCT in digital advertising and develops an integrative framework to classify innovations at this intersection. With a systematic literature review and Delphi study, the authors examine ten relevant use cases and compile qualitative and quantitative data on the expected probability of realization, expected impact on the industry, desirability of occurrence, and market establishment duration. The results reveal organizational activity theory–informed areas of innovation and provide useful insights for managers, researchers, and policy makers. Managers should focus on contextual innovations such as rewarding web users for web interactions, rewarding content creators for their contributions, and ensuring user data security as the most relevant potential applications. Boundary innovations require a better understanding before deploying solutions aimed at increasing advertising supply chain transparency, mitigating fraud, and verifying content. For domain-based innovation areas, researchers must rethink their foundations. Finally, the authors propose a detailed research agenda.

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Section: Domain Innovationsmentioning

confidence: 99%