University of Oulu

Tan, T.M., Salo, J. Ethical Marketing in the Blockchain-Based Sharing Economy: Theoretical Integration and Guiding Insights. J Bus Ethics (2021).

Ethical marketing in the blockchain-based sharing economy : theoretical integration and guiding insights

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Author: Tan, Teck Ming1; Salo, Jari2
Organizations: 1Department of Marketing, Management and International Business, Oulu Business School, University of Oulu, Pentti Kaiteran katu 1, 90570, Oulu, Finland
2Department of Economics and Management, University of Helsinki, Latokartanonkaari 5, P.O. Box 27, 00014, Helsinki, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.6 MB)
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Language: English
Published: Springer Nature, 2021
Publish Date: 2021-12-17


Since the introduction of Ethereum in 2015, blockchain technology (BT) has been evolving, and BT has been associated with the concept of the sharing economy by business academics. Despite the marketing research on the sharing economy that has been extensively conducted in the last decade, the linkage between BT and ethical marketing in the sharing economy remains unclear. Through a systematic literature review of 163 articles and a co-citation analysis, this study identifies the key elements of blockchain capabilities, blockchain attributes, and the underlying economic theories of blockchain. It also synthesizes and proposes a shift of ethical marketing logic in the blockchain-based sharing economy that delineates the principles of stakeholder capitalism. The article concludes with a list of future research directions that underline three approaches of stakeholder theory (i.e., the descriptive, instrument, and normative approaches). These directions aim to guide marketing scholars concerning how BT enables an institutionally embedded view of ethical marketing activities and practices that enhance collaborative marketing and subsequently innovate value chains and create sustainable business models in the sharing economy, as well as to the metaverse.

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Series: Journal of business ethics
ISSN: 0167-4544
ISSN-E: 1573-0697
ISSN-L: 0167-4544
DOI: 10.1007/s10551-021-05015-8
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Funding: Open Access funding provided by University of Oulu including Oulu University Hospital. The first author gratefully acknowledges the financial support from the Foundation for Economic Education (Liikesivistysrahasto) with a Research Grant (18–10683) titled “digitalization–sustainability convergence in business transformation: the perspective of blockchain.”
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