Using blockchain in marketing to transform customer-brand relationships through decentralised technology [Uso de blockchain en marketing para transformar las relaciones cliente-marca a través de tecnología descentralizada]
DOI:
https://doi.org/10.62574/rmpi.v6iespecial.489Keywords:
marketing, consumer, safetyAbstract
The research analyses how blockchain technology is used in digital marketing to strengthen security, trust and transparency in consumer-brand relationships. The objective was to explore how the implementation of blockchain technology can improve transparency, security, and trust in customer-brand relationships. The methodology was based on a mixed qualitative and quantitative approach using surveys of customers in the commercial sector of the city of Riobamba, allowing for the identification of perceptions about security, ethics, and transparency in digital transactions. The results indicated that participants value the use of blockchain for its ability to improve the customer experience, enhance brand credibility and encourage responsible business practices. The use of blockchain encourages innovation, increases trust and promotes more transparent and ethical marketing that strengthens effective relationships between businesses and consumers.
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