蹤獲扦夥厙

Marketing in the Sharing Economy

Introduction

A Blockchain-Based Approach, Special issue of the Journal of Business Research; Deadline 15 Oct 2022

INTEREST CATEGORY: INNOVATION AND TECH
POSTING TYPE: Calls: Journals

Author: Teck Ming Tan

Submission Window: Dec 15, 2021 Oct 15, 2022

Article type: SI: Blockchain Marketing

Guest Editors:

Teck Ming Tan (Oulu Business School, University of Oulu)

Jari Salo (Department of Economics and Management, University of Helsinki)

Thomas G. Brashear Alejandro (Isenberg School of Management, University of Massachusetts Amherst)

Garry Tan Wei Han (UCSI Graduate Business School, UCSI University)

Keng-Boon Ooi (UCSI Graduate Business School, UCSI University)

Yogesh K. Dwivedi (School of Management, Swansea University)

Background and Motivation:

The research on the blockchain is essential across all business school disciplines as this technology is expected to transform business processes (Tan et al., 2021), operations (Filimonau & Naumova, 2020), and marketing (Kumar, 2018), and subsequently result in a radical change in organizations (Tapscott & Tapscott, 2017). Importantly, blockchain technology offers a new model of economic coordination and governance in the sharing economy, as well as to the metaverse (Tan & Salo, 2021).

Although prior research investigated blockchain applications, such as their benefits/values, challenges, and potential (Hughes et al., 2019), most business school scholars examine how blockchain is related to finance (Ali et al., 2020), supply chain (Hew et al., 2020; Tsolakis et al., 2021), and human resource domains (Christ & Helliar, 2021). Limited attention has been given to providing on how marketing research should be systematically and theoretically examined that underlines the three key foundations of marketing (i.e., institutions, processes, and value creation; Tan & Salo, 2021). Indeed, numerous prominent scholars (e.g., Cui et al., 2020; de Villiers et al., 2021; Eckhardt et al., 2019; Gligor et al., 2021; Kumar, 2018) have listed blockchain as one of the most influential factors that affect marketing in the sharing economy.

Our goal is to enrich and extend prior research on blockchain by examining state-of-the-art marketing theories and implications for the sharing economy. We welcome conceptual, methodological, qualitative, or quantitative contributions grounded in a range of perspectives that offer insights or answers to this goal. Papers considered for the Special Issue may focus on topics including, but not limited to, the following research questions:

  • Since consumers/prosumers will have a higher level of institutional roles when they become influential developers, how does a consumer or prosumer identity alter when the person is engaged in different stages of blockchain identity self-congruence?
  • What kind of institutional roles are played by the consumers/prosumers in the blockchain-based sharing economy, and how could these institutional roles potentially be misused or abused?
  • How the blockchain-based sharing economy is changing how we attach to brands, how we consume them, and how we build loyal, versus negative, relationships with brands?
  • As transparency is increased, most likely privacy and data management issues, are brought to the front; how does consumer/prosumer react to the lost privacy or possible data management challenges that might occur in the blockchain-based sharing economy?
  • Since blockchain allows consumers/prosumers to control their right of ownership of online properties (i.e., creating self-sovereign identity) in the sharing economy, what kind of additional values will be co-created among consumers/prosumers and what are the tradeoffs (e.g., sharing privacy while monetizing personal data) during the process?
  • How sustainable consumption is seen from the value-creation point of view when information is more transparent and the available heuristics for consumer decision-making increase in quantity and quality in the blockchain-based sharing economy?
  • How does information about the origin of components (e.g., the raw materials of vegan food) badly influence the business and consumer choices in the blockchain-based sharing economy, as well the firm’s effort on green marketing?
  • What is the role of the firm or firms in innovating when the blockchain-based sharing economy increases the number of collaborative options with other firms, the network of firms, consumers, and prosumers alike?
  • If and when a blockchain-based sharing economy creates options for marketing managers to increase origin and verification possibilities, are marketing managers jumping in or hesitating in their decisions? Why do they behave as they do?
  • How to handle the transition from a traditional sharing economy to a blockchain-based sharing economy while creating omnichannel customer experiences?

All manuscripts must strictly follow the guidelines of the Journal of Business Research, which are available at: Journal of Business Research author guidelines. The closing date for submissions is October 15, 2022.

Manuscripts must be submitted through the Journal of Business Research submission page. When submitting your manuscript, please select SI: Blockchain Marketing as the article type.

Queries can be directed at the Special Issue Guest Editor: Prof. Dr. Jari Salo (jari.salo@helsinki.fi) or Assoc. Prof. Dr. Teck Ming (Terence) Tan (teckming.tan@oulu.fi)

Full information on this call can be found at:

References:

  1. Ali, O., Ally, M., & Dwivedi, Y. (2020). The state of play of blockchain technology in the financial services sector: A systematic literature review. International Journal of Information Management, 54, 102199.
  2. Christ, K. L., & Helliar, C. V. (2021). Blockchain technology and modern slavery: Reducing deceptive recruitment in migrant worker populations. Journal of Business Research, 131, 112-120.
  3. Cui, T. H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., … & Venkataraman, S. (2020). Informational Challenges in Omnichannel Marketing: Remedies and Future Research. Journal of Marketing, 0022242920968810.
  4. de Villiers, C., Kuruppu, S., & Dissanayake, D. (2021). A (new) role for business-Promoting the United Nations’ Sustainable Development Goals through the internet-of-things and blockchain technology. Journal of Business Research, 131, 598-609.
  5. Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019). Marketing in the sharing economy. Journal of Marketing, 83 (5), 5-27.
  6. Filimonau, V., & Naumova, E. (2020). The blockchain technology and the scope of its application in hospitality operations. International Journal of Hospitality Management, 87, 102383.
  7. Gligor, D. M., Pillai, K. G., & Golgeci, I. (2021). Theorizing the dark side of business-to-business relationships in the era of AI, big data, and blockchain. Journal of Business Research, 133, 79-88.
  8. Hew, J. J., Wong, L. W., Tan, G. W. H., Ooi, K. B., & Lin, B. (2020). The blockchain-based Halal traceability systems: a hype or reality?. Supply Chain Management: An International Journal, 25(6), 863-879.
  9. Hughes, L., Dwivedi, Y. K., Misra, S. K., Rana, N. P., Raghavan, V., & Akella, V. (2019). Blockchain research, practice and policy: Applications, benefits, limitations, emerging research themes and research agenda. International Journal of Information Management, 49, 114-129.
  10. Kumar, V. (2018). Transformative marketing: The next 20 years. Journal of Marketing, 82 (4), 1-12.
  11. Tan, T. M., Salo, J. (2021). Ethical marketing in the blockchain-based sharing economy: Theoretical integration and guiding insights. Journal of Business Ethics.
  12. Tan, T. M., Salo, J., Ahokangas, P., Sepp瓣nen, V., & Sandner. P. (2021). Revealing the disintermediation concept of blockchain technology: How intermediaries gain from blockchain adoption in a new business model? In Ho, R. C., Nurallah, M. & Ng. H. H. (Eds.), Impact of Globalization and Advanced Technologies on Online Business Models. IGI-Global.
  13. Tapscott, D. and Tapscott, A. (2017). How blockchain will change organizations. MIT Sloan Management Review, 58 (2), 10-13.
  14. Tsolakis, N., Niedenzu, D., Simonetto, M., Dora, M., & Kumar, M. (2021). Supply network design to address United Nations Sustainable Development Goals: A case study of blockchain implementation in Thai fish industry. Journal of Business Research, 131, 495-519.