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Keywords: Blockchain
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (13): 240–280.
Published: 04 March 2026
... implications of DARQ readiness across three key domains: internal marketing, external marketing and interactive marketing. Artificial intelligence Internal marketing Marketing capabilities Blockchain Quantum computing Distributed ledger technology DARQ technologies have a profound...
Includes: Supplementary data
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (9): 2244–2271.
Published: 18 September 2025
...Xiaoxu Ling; Piyush Sharma; Siyuan Yan Purpose This conceptual paper aims to adopt the marketing perspective of tokenomics to explore the role of decentralised autonomous organisations (DAOs) as an emerging organisational form enabled by blockchain technology, through a dynamic conceptual...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (3): 601–644.
Published: 24 January 2025
...Ali B. Mahmoud; V. Kumar; Alexander Berman; Samer Elhajjar; Leonora Fuxman Purpose This study aims to explore blockchain potential for digital marketing (BlkChn-Mk-KAP) by developing and validating a measurement model for assessing the constructs of knowledge, attitude and practice (KAP) related...
