Title: A scientometric assessment of blockchain in marketing

Authors: Nii Nookwei Tackie; Thomas Anning-Dorson; Bright Senanu

Addresses: University of Media, Arts and Communication, P.O. Box GP 667, Accra, Ghana; School of Business Sciences, The University of the Witwatersrand, Jan Smuts Avenue, Braamfontein 2000, Johannesburg, South Africa ' School of Business Sciences, The University of the Witwatersrand, Jan Smuts Avenue, Braamfontein 2000, Johannesburg, South Africa ' University of Media, Arts and Communication, P.O. Box GP 667, Accra, Ghana; School of Business Sciences, The University of the Witwatersrand, 1 Jan Smuts Avenue, Braamfontein 2000, Johannesburg, South Africa

Abstract: This study examines the current state of the marketing and blockchain conversation among scholars. The research, using WoS and Scopus databases, evaluated 402 documents to assess metric impact, publication sources, authorship, and publications. Conceptual and intellectual structure analysis was also performed. Results indicate that in marketing scholarship, blockchain technology and its application within marketing is largely in a conceptual phase. The study suggests that value assignment in consumer behaviour will drive the empirical wheels marketing scholars need to inform and direct practice and policy. The findings aim to inform future scholarly conversations towards value creation necessary for the adoption of blockchain technology in marketing.

Keywords: blockchain; marketing; fourth industrial revolution; 4ir; marketing technology.

DOI: 10.1504/IJIMA.2026.155128

International Journal of Internet Marketing and Advertising, 2026 Vol.25 No.1, pp.87 - 121

Received: 28 Jun 2023
Accepted: 10 Oct 2023
Published online: 28 Jul 2026 *

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