From Web2 to Web3: Strategic Transformation of Digital Marketing Using Blockchain Technology

Abstract

This study aimed to examine the role of blockchain technology in transforming digital marketing within the emerging Web3 environment, with a specific focus on its impact on consumer trust and marketing efficiency. The research primarily investigated the relationship between blockchain technology as the independent variable and digital marketing transformation as the dependent variable, while also considering consumer trust and marketing efficiency as key outcome variables. A quantitative research design was adopted, and data were collected from 250 respondents, including digital platform users and marketing professionals, using a structured questionnaire based on a 5-point Likert scale. Statistical analyses, including reliability, correlation, and regression, were conducted to test the proposed hypotheses and evaluate the relationships among variables. The findings revealed that blockchain technology had a significant positive impact on digital marketing transformation (β = 0.68, p < 0.001) and consumer trust (β = 0.72, p < 0.001). Digital marketing transformation significantly influenced marketing efficiency (β = 0.70, p < 0.001). The results also indicated that consumer trust played a mediating role in enhancing marketing efficiency, highlighting the importance of transparency and data security in digital environments. The study provides practical implications for organizations by emphasizing the adoption of blockchain-based marketing systems to improve transparency, reduce operational inefficiencies, and strengthen consumer trust. It also highlights the strategic importance of decentralized platforms in shaping the future of digital marketing.

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