Blockchain Applications in Global Marketing Systems

Abstract

Blockchain technology has emerged as a disruptive force reshaping global marketing systems by enhancing transparency, trust, traceability, and efficiency across international value chains. As marketing activities increasingly span multiple countries, intermediaries, and digital platforms, traditional centralized systems face challenges related to data integrity, fraud, lack of transparency, and coordination inefficiencies. Blockchain, as a decentralized and immutable ledger technology, offers novel solutions to these challenges by enabling secure peer-to-peer transactions, smart contracts, and verifiable data sharing. This research article examines the role of blockchain applications in global marketing systems, focusing on its implications for branding, supply chain marketing, customer engagement, advertising transparency, and relationship management. Drawing on technology adoption theories, relationship marketing, and global value chain perspectives, the paper proposes an integrative conceptual framework and discusses managerial implications, challenges, and future research directions. The study contributes to international marketing literature by providing a comprehensive understanding of how blockchain can transform global marketing systems.