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Blockchain in Marketing and Communications

Book Chapter

Authors: Devara S. Srinivas (GITAM University, India), Srinu Madem (Vignan's Institute of Information Technology, India), Vijaya Kittu Manda (PBMEIT, India), and Theodore Tarnanidis (International Hellenic University, Greece)

DOI: https://doi.org/10.4018/979-8-3373-2502-6.ch007

Book Name: Adapting Global Communication and Marketing Strategies to Generative AI

ISBN: ISBN13: 9798337325026|ISBN13 Softcover: 9798337325033|EISBN13: 9798337325040

Publisher: IGI Global Scientific Publishing, Hershey, PA, USA

Editor(s): Albérico Travassos Rosário and Anna Carolina Boechat

Book Chapter Number: 7

Publication Date: October 3, 2025

Pages: 175 to 212 (37 pages)

Book Chapter Link on Publisher Website

Book Link on Publisher Website

Abstract: Blockchain technology can make a transformative impact on marketing and communications strategies. The technology has several applications, including tamper-proof influencer metrics, tokenized loyalty programs, and transparency in the community. A comprehensive analysis of recent academic literature and thematic content analysis helps identify theories connected to the topic and a practical implementation gap. Smart contracts enable verifiable transactions between stakeholders, while immutable ledger technology enhances brand credibility through authenticated communications. The chapter provides a structured implementation framework for marketing professionals, addressing technical integration requirements, resource allocation considerations, and anticipated return on investment. Generative AI offers new tools for content creation, while blockchain ensures its provenance and integrity. Challenges and future research directions are discussed. This work contributes to blockchain technology's theoretical understanding and practical application within an evolving Web3 paradigm.

Keywords: Web 3 marketing, blockchain marketing, blockchain communications, web 3 communications, digital marketing, marketing channels, immutable ledger, non fungible token, influencer marketing, tokenization

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