Trust in Blockchain-Based Advertising: A System Dynamics Approach
As an emerging technology, blockchain can be used in all areas of e-commerce, one of which is advertising. The present study has been designed to identify a dynamic model of trust in blockchain-based advertising and acceptance of this type of advertising. In order to achieve the purpose of the resea...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | fas |
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University of Tehran
2022-06-01
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| Series: | Journal of Information Technology Management |
| Subjects: | |
| Online Access: | https://jitm.ut.ac.ir/article_87841_86bd14c0dcc49d9870dc58b0086ea58c.pdf |
| _version_ | 1811241880229249024 |
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| author | Hojjat Nejati Rashtabadi Mohsen Akbari Narges Delafrooz Ali Gholipour Soleimani |
| author_facet | Hojjat Nejati Rashtabadi Mohsen Akbari Narges Delafrooz Ali Gholipour Soleimani |
| author_sort | Hojjat Nejati Rashtabadi |
| collection | DOAJ |
| description | As an emerging technology, blockchain can be used in all areas of e-commerce, one of which is advertising. The present study has been designed to identify a dynamic model of trust in blockchain-based advertising and acceptance of this type of advertising. In order to achieve the purpose of the research, the required information was collected by literature, background review and experts opinions. In the next step, the research information was analyzed using systems dynamics methodology (Sterman approach) and a dynamic research model was presented. After model validation and examining the causal relationships, simulations and scenario analysis were performed using Vensim software. The results show the positive effect of the audience, advertiser and advertising characteristics on trust in blockchain-based advertising and, consequently, the improvement of the audience loyalty coefficient. Also, the results of scenarios indicate an ascending growth (Pessimistic: about %60, Optimistic: about %80) in audience loyalty. Finally, practical suggestions were presented in accordance with the research results |
| first_indexed | 2024-04-12T13:43:38Z |
| format | Article |
| id | doaj.art-420ff3abdffb4d658d4f4c66721d8c0d |
| institution | Directory Open Access Journal |
| issn | 2008-5893 2423-5059 |
| language | fas |
| last_indexed | 2024-04-12T13:43:38Z |
| publishDate | 2022-06-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | Journal of Information Technology Management |
| spelling | doaj.art-420ff3abdffb4d658d4f4c66721d8c0d2022-12-22T03:30:46ZfasUniversity of TehranJournal of Information Technology Management2008-58932423-50592022-06-0114Special Issue: The business value of Blockchain, challenges, and perspectives.628210.22059/jitm.2022.8784187841Trust in Blockchain-Based Advertising: A System Dynamics ApproachHojjat Nejati Rashtabadi0Mohsen Akbari1Narges Delafrooz2Ali Gholipour Soleimani3P.h.D Candidate in Marketing, Department of Business Administration, Faculty of Management and Accounting, Islamic Azad University of Rasht, Rasht, Iran.Associate Professor, Department of Management, Faculty of Literature and Humanities, University of Guilan, Rasht, Iran.Assistant Professor, Department of Business Administration, Faculty of Management and Accounting, Islamic Azad University of Rasht, Rasht, Iran.Assistant Professor, Department of Business Administration, Faculty of Management and Accounting, Islamic Azad University of Rasht, Rasht, Iran.As an emerging technology, blockchain can be used in all areas of e-commerce, one of which is advertising. The present study has been designed to identify a dynamic model of trust in blockchain-based advertising and acceptance of this type of advertising. In order to achieve the purpose of the research, the required information was collected by literature, background review and experts opinions. In the next step, the research information was analyzed using systems dynamics methodology (Sterman approach) and a dynamic research model was presented. After model validation and examining the causal relationships, simulations and scenario analysis were performed using Vensim software. The results show the positive effect of the audience, advertiser and advertising characteristics on trust in blockchain-based advertising and, consequently, the improvement of the audience loyalty coefficient. Also, the results of scenarios indicate an ascending growth (Pessimistic: about %60, Optimistic: about %80) in audience loyalty. Finally, practical suggestions were presented in accordance with the research resultshttps://jitm.ut.ac.ir/article_87841_86bd14c0dcc49d9870dc58b0086ea58c.pdfblockchaintrust in advertisingblockchain-based advertisingdynamic modelsystem dynamics |
| spellingShingle | Hojjat Nejati Rashtabadi Mohsen Akbari Narges Delafrooz Ali Gholipour Soleimani Trust in Blockchain-Based Advertising: A System Dynamics Approach Journal of Information Technology Management blockchain trust in advertising blockchain-based advertising dynamic model system dynamics |
| title | Trust in Blockchain-Based Advertising: A System Dynamics Approach |
| title_full | Trust in Blockchain-Based Advertising: A System Dynamics Approach |
| title_fullStr | Trust in Blockchain-Based Advertising: A System Dynamics Approach |
| title_full_unstemmed | Trust in Blockchain-Based Advertising: A System Dynamics Approach |
| title_short | Trust in Blockchain-Based Advertising: A System Dynamics Approach |
| title_sort | trust in blockchain based advertising a system dynamics approach |
| topic | blockchain trust in advertising blockchain-based advertising dynamic model system dynamics |
| url | https://jitm.ut.ac.ir/article_87841_86bd14c0dcc49d9870dc58b0086ea58c.pdf |
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