Stick or Twist—The Rise of Blockchain Applications in Marketing Management

The adoption of blockchain technology by companies can change the way they interact with stakeholders, redefining communication strategies and other marketing processes. In this study, we investigated relevance applications for management from perspective marketing-related professionals. Answers about application in arena were collected social platform Quora. data analyzed through text mining Spearman’s correlation coefficient to assess degree association, inherent intensity, association significance between variables payments, supply chain, loyalty programs, digital marketing, credential management, using Quora-specific metrics, namely, upvotes, shares, views. results posit as being an asset greater chain internal among operations. Professionals will be able potentially improve systems campaigns, which enhance companies’ competitive advantage.