Applications and emerging trends of blockchain technology in marketing to develop Industry 5.0 Businesses: A comprehensive survey and network analysis

Abstract

With the availability of enormous amounts of data come the difficulties of big data, privacy, and ransomware assaults, which result in Marketing fraud and spam. Blockchain offers an extensive array of possible applications in the Marketing field. Nevertheless, both Marketing research and practice exhibit a degree of hesitance toward using Blockchain technology and have not yet come around to completely understand and adopt the technology. Here, the aim is to examine the Blockchain concepts and their applications in Marketing through bibliometrics, network, and thematic analyses, which can provide several novel insights and perspectives into current research trends in this field by evaluating the most significant and cited research publications, keywords, institutions, authors' collaboration network, and finally countries that promote Industry 5.0 (I5.0) businesses. This study performs a detailed bibliometric and thematic-based Systematic Literature Review (SLR) on 124 of over 15000 research papers. Major outcomes include the identification of emerging themes such as the role of Blockchain in advertising, and dynamic pricing, as well as the need for further exploration of underdeveloped areas (e.g., consumer behavior and brand equity). The results contribute to theoretical and practical management elements and provide the groundwork for future study in this area. The overarching target of this research is to give a complete overview of applications and emerging trends of Blockchain technology in Marketing, thereby serving as a resource for future research topics for Marketing scholars and experts aiming to implement solutions based on Blockchain technology and algorithms to develop an I5.0 business.