English Abstract
Abstract: Blockchain technology has disrupted the traditional approaches of marketing and introduced altogether contemporary marketing frameworks using its unique capabilities of decentralization, security and transparency. In recent times, this technology has attracted both academicians and
practitioners to study the underlying processes and opportunities of the application of blockchain
technology in marketing. Although there is an increasing deliberation in researching the use of
blockchain in marketing, there exists an intermittent gap in holistic overview of the current trends
and future boundaries. This article is an attempt to present a comprehensive current state and
prospects of expansion in the research of the application of blockchain technology in marketing
using state of the art bibliometric review analysis. The bibliometric analysis using 161 articles from
Scopus database revealed the influential aspects of research such as prolific authors, influential
documents, countries, affiliations, sources and keywords. Moreover, emerging research streams about
the application of blockchain is identified and enumerated using network synthesis and visualization
of co-citation, and keywords co-occurrence networks. These findings pave the ways for future
research expansion. The results shows that the research on applications of blockchain technology
has been maturing over time. However, the research streams reveal that blockchain based marketing
framework is still in its infancy stage.
