Blockchain in digital marketing technology and the role on trust case study in Türkiye

One crucial aspect of Industry 4.0 involves the utilization of Blockchain, a technological protocol that digitally records and authenticates every contract, transaction, or payment for purposes such as identification, verification, storage, and sharing. By enabling decentralized communication among participants, Blockchain eliminates the need for centralized servers and facilitates the secure flow of information. As a distributed ledger system, Blockchain technology is both secure and immutable, making it ideal for applications requiring high levels of trust, such as supply chain transactions and government services. This study examines the role of blockchain technology in building trust across various sectors, with a particular focus on Türkiye, from a marketing perspective. Within the scope of marketing studies indexed in the Web of Science database, 55 articles containing the terms "Blockchain" and "Trust" in their titles were analyzed. The findings reveal that blockchain's decentralized structure, data integrity, and transparency are pivotal in fostering trust, particularly in digital marketing. By securely processing user data, ensuring immutable records, and facilitating transparent transactions, blockchain positively impacts consumer perceptions, enhances brand trust, reduces the need for intermediaries, and fosters trust-based relationships with customers. In marketing fields such as digital advertising, customer relationship management, and supply chain management, blockchain strengthens trust and enables long-term relationships between brands and consumers. However, academic research remains limited in sectors such as agriculture and food, and sports and entertainment, indicating that blockchain's potential in these areas is still underexplored. In the context of Türkiye, the impact of blockchain on trust-building emerges as a significant research area, highlighting the need to address this gap in the academic literature.