251. IJRM. Blockchain Meets Marketing.
February 2, 2023
Listen to full episode :
Despite Coinbase’s recent 100M settlement with New York regulators, Blockchain technology is here to stay, and it is going to have profound game changing consequences for how the internet works and business operates.
Today we’re speaking with David Schweidel about the opportunities and risks blockchain presents for marketers.
Topics include:
Why a ‘distributed’ ledger is so revolutionary and how it works.
How smart contracts work and why, if they had been in place, the Taylor Swift ticketing debacle might not have happened.
How blockchain relates to the attention economy and how it could revolutionize digital advertising.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
David A. Schweidel is Rebecca Cheney McGreevy Endowed Chair and Professor of Marketing at Emory University’s Goizueta Business School. Schweidel received his B.A. in mathematics, M.A. in statistics, and Ph.D. in marketing from the University of Pennsylvania. He was previously on the faculty of the Wisconsin School of Business at the University of Wisconsin-Madison and Georgetown University’s McDonough School of Business. Schweidel is an expert in the areas of customer relationship management and social media analytics. His research has appeared in leading business journals including Journal of Marketing, Journal of Marketing Research, Marketing Science and Management Science. Schweidel is the author of Social Media Intelligence (Cambridge University Press) in which he and his co-author discuss how organizations can leverage social media data to inform their marketing strategies. He is also the author of Profiting from the Data Economy (Pearson FT Press), in which he details the value of businesses tapping into consumer data for both individuals and companies. His current research examines the ways in which consumers and marketers use technology to interact with each other.
Coauthors:
Martin Schreier is Professor of Marketing and Head of the Department of Marketing and the Institute for Marketing Management at WU Vienna, Austria. He is Editor-in-Chief of the International Journal of Research in Marketing, the official journal of the European Marketing Academy (EMAC).
Renana Peres is the KMART professor of Marketing, Head of the Marketing Department in the Hebrew University Business School.
Her areas of research address the interplay between brands, consumer social interactions, and firm decisions. She studies the determinants of brand perception, how word of mouth and social interactions are generated on brands, and how social interactions eventually translate into sales. She uses methodologies such as agent-based models, image processing, content analysis, machine learning, and diffusion models.
Prof. Peres has served as a Visiting Assistant Professor of Marketing at University of Pennsylvania’s Wharton School, and NYU’s Stern School of Business. She has published her works in journals in three research domains: Exact Sciences, Social Sciences, and Humanities.
She is a Senior Editor of the International Journal of Research in Marketing.
Prof. Peres earned her PhD in Marketing from Tel Aviv University’s Recanati Graduate School of Business Administration. She holds an MSc and BSc in Physics from the Hebrew University of Jerusalem, and an MBA from Tel Aviv University. She teaches the courses Marketing Management; and Modeling Social Phenomena Using Exact Sciences Tools. Her published books are Innovation Diffusion and New Product Growt
Prof. Peres is the founding CEO of PerSay, Ltd., an Israeli high-tech firm focusing on development and implementation of voice recognition algorithms. She serves as a board member of Haatid Provident Fund and is a member of Haatid’s Committee for Alternative Investing.
Alina Sorescu is Professor of Marketing, Chancellor EDGES Fellow, and holder of the Paula and Steve Letbetter’ 70 Chair in Business at Mays Business School, Texas A&M University. Her research focuses on innovation, business models, product portfolio decisions, branding, acquisitions and alliances, and measuring the financial value of marketing actions. Her research appears in journals such as Marketing Science, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing and others. Alina is the coeditor of the International Journal of Research in Marketing and has served as an Associate Editor or an ERB member at the Journal of Marketing, where she was twice recognized with the best reviewer award, the Journal of Marketing Research, Marketing Science, and the Journal of the Academy of Marketing Science. Her research has been selected as a finalist for the Paul Green Award for the best article published in the Journal of Marketing Research and she has won several research awards including awards at AMA Conferences and the Strategic Management Society Conference on Big Bang Innovation Best Research Award.
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International Journal of Research in Marketing
David Schweidel
Twitter @dschweidel
Martin Schreier
Renana Peres
Alina Sorescu