The role of blockchain technology in enhancing digital marketing practices: An analytical study of the opinions of some virtual store customers in the qi services application

Abstract

With the digitization of marketing, most influencer marketing activities are now conducted on social media platforms such as Facebook, Instagram, and Twitter. However, despite the increasing use of these platforms, studies on this subject remain scarce. Digital marketing relies on data, trust, and efficiency, yet it faces persistent challenges such as ad fraud, data breaches, and a lack of transparency. Blockchain technology offers a solution to these issues by establishing a secure, transparent, and efficient digital ecosystem. This study proposed a theoretical framework by leveraging relevant literature to achieve its research objectives. Using a descriptive-analytical approach, the opinions of 278 customers shopping from Qi application stores were analyzed. Data were collected through an online survey questionnaire designed via Google Forms. Various statistical methods were applied using Smart PLS 4 software to assess the data and examine the hypotheses. The findings indicated two significant impacts of blockchain technology and its dimensions on digital marketing. Consequently, a series of recommendations were proposed, including enhancing the design of store interfaces, increasing privacy and security through end-to-end encryption, and implementing instant alerts for any suspicious activity.