Global research trends in consumer behavior and sustainability in e-commerce: A bibliometric analysis of the knowledge structure
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | |
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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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 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/26025 |
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 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
MDPI |
publisher.none.fl_str_mv |
MDPI |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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