Title of article :
Trust in Blockchain-Based Advertising: A System Dynamics Approach
Author/Authors :
Nejati Rashtabadi, Hojjat Department of Business Administration - Faculty of Management and Accounting - Islamic Azad University of Rasht branch, Rasht, Iran , Akbari, Mohsen Department of Management - Faculty of Literature and Humanities - University of Guilan, Rasht, Iran , Delafrooz, Narges Department of Business Administration - Faculty of Management and Accounting - Islamic Azad University of Rasht branch, Rasht, Iran , Gholipour Soleimani, Ali Department of Business Administration - Faculty of Management and Accounting - Islamic Azad University of Rasht branch, Rasht, Iran
Abstract :
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.
Keywords :
Blockchain , Trust in Advertising , Blockchain-Based Advertising , Dynamic Model , System Dynamics
Journal title :
Journal of Information Technology Management (JITM)
