Global research trends in consumer behavior and sustainability in e-commerce: A bibliometric analysis of the knowledge structure

Detalhes bibliográficos
Autor(a) principal: Rita, P.
Data de Publicação: 2022
Outros Autores: Ramos, R. F.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/26025
Resumo: The adoption of blockchain technology by companies can change the way they interact with stakeholders, redefining communication strategies and other marketing processes. In this study, we investigated the relevance of blockchain applications for marketing management from the perspective of marketing-related professionals. Answers about blockchain technology application in the marketing arena were collected from the social platform Quora. The data were analyzed through text mining and Spearman’s correlation coefficient to assess the degree of association, inherent intensity, and the association significance between the variables payments, supply chain, loyalty programs, digital marketing, credential management, and marketing management, using Quora- specific metrics, namely, upvotes, shares, and views. The results posit blockchain technology as being an asset for marketing, with greater relevance in supply chain and internal management among marketing operations. Professionals will be able to potentially improve internal management systems and marketing campaigns, which will enhance companies’ competitive advantage.
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spelling Global research trends in consumer behavior and sustainability in e-commerce: A bibliometric analysis of the knowledge structureConsumer behaviorSustainabilitye-commerceBibliometricThe adoption of blockchain technology by companies can change the way they interact with stakeholders, redefining communication strategies and other marketing processes. In this study, we investigated the relevance of blockchain applications for marketing management from the perspective of marketing-related professionals. Answers about blockchain technology application in the marketing arena were collected from the social platform Quora. The data were analyzed through text mining and Spearman’s correlation coefficient to assess the degree of association, inherent intensity, and the association significance between the variables payments, supply chain, loyalty programs, digital marketing, credential management, and marketing management, using Quora- specific metrics, namely, upvotes, shares, and views. The results posit blockchain technology as being an asset for marketing, with greater relevance in supply chain and internal management among marketing operations. Professionals will be able to potentially improve internal management systems and marketing campaigns, which will enhance companies’ competitive advantage.MDPI2022-08-24T15:29:46Z2022-01-01T00:00:00Z20222022-08-24T16:31:33Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/26025eng2071-105010.3390/su14159455Rita, P.Ramos, R. F.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:36:29Zoai:repositorio.iscte-iul.pt:10071/26025Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:16:35.204046Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Global research trends in consumer behavior and sustainability in e-commerce: A bibliometric analysis of the knowledge structure
title Global research trends in consumer behavior and sustainability in e-commerce: A bibliometric analysis of the knowledge structure
spellingShingle Global research trends in consumer behavior and sustainability in e-commerce: A bibliometric analysis of the knowledge structure
Rita, P.
Consumer behavior
Sustainability
e-commerce
Bibliometric
title_short Global research trends in consumer behavior and sustainability in e-commerce: A bibliometric analysis of the knowledge structure
title_full Global research trends in consumer behavior and sustainability in e-commerce: A bibliometric analysis of the knowledge structure
title_fullStr Global research trends in consumer behavior and sustainability in e-commerce: A bibliometric analysis of the knowledge structure
title_full_unstemmed Global research trends in consumer behavior and sustainability in e-commerce: A bibliometric analysis of the knowledge structure
title_sort Global research trends in consumer behavior and sustainability in e-commerce: A bibliometric analysis of the knowledge structure
author Rita, P.
author_facet Rita, P.
Ramos, R. F.
author_role author
author2 Ramos, R. F.
author2_role author
dc.contributor.author.fl_str_mv Rita, P.
Ramos, R. F.
dc.subject.por.fl_str_mv Consumer behavior
Sustainability
e-commerce
Bibliometric
topic Consumer behavior
Sustainability
e-commerce
Bibliometric
description The adoption of blockchain technology by companies can change the way they interact with stakeholders, redefining communication strategies and other marketing processes. In this study, we investigated the relevance of blockchain applications for marketing management from the perspective of marketing-related professionals. Answers about blockchain technology application in the marketing arena were collected from the social platform Quora. The data were analyzed through text mining and Spearman’s correlation coefficient to assess the degree of association, inherent intensity, and the association significance between the variables payments, supply chain, loyalty programs, digital marketing, credential management, and marketing management, using Quora- specific metrics, namely, upvotes, shares, and views. The results posit blockchain technology as being an asset for marketing, with greater relevance in supply chain and internal management among marketing operations. Professionals will be able to potentially improve internal management systems and marketing campaigns, which will enhance companies’ competitive advantage.
publishDate 2022
dc.date.none.fl_str_mv 2022-08-24T15:29:46Z
2022-01-01T00:00:00Z
2022
2022-08-24T16:31:33Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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url http://hdl.handle.net/10071/26025
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 2071-1050
10.3390/su14159455
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dc.publisher.none.fl_str_mv MDPI
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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