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مدیریت فناوری اطلاعات، جلد ۱۴، شماره Special Issue: The business value of Blockchain, challenges, and perspectives.، صفحات ۶۲-۸۲
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عنوان انگلیسی Trust in Blockchain-Based Advertising: A System Dynamics Approach
چکیده انگلیسی مقاله 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
کلیدواژه‌های انگلیسی مقاله Blockchain,Trust in Advertising,Blockchain-Based Advertising,dynamic model,System Dynamics
نویسندگان مقاله Hojjat Nejati Rashtabadi |
P.h.D Candidate in Marketing, Department of Business Administration, Faculty of Management and Accounting, Islamic Azad University of Rasht, Rasht, Iran.

Mohsen Akbari |
Associate Professor, Department of Management, Faculty of Literature and Humanities, University of Guilan, Rasht, Iran.

Narges Delafrooz |
Assistant Professor, Department of Business Administration, Faculty of Management and Accounting, Islamic Azad University of Rasht, Rasht, Iran.

Ali Gholipour Soleimani |
Assistant Professor, Department of Business Administration, Faculty of Management and Accounting, Islamic Azad University of Rasht, Rasht, Iran.

نشانی اینترنتی https://jitm.ut.ac.ir/article_87841_86bd14c0dcc49d9870dc58b0086ea58c.pdf
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