Blockchain Knowledge, Attitude, and Practice in Digital Marketing Scale

What it measures

This measure captures how digital marketing professionals understand, feel about, and act on blockchain technology within their day-to-day work, following the classic knowledge-attitude-practice framework applied to an emerging technology context. Knowledge items test factual understanding of what blockchain does and how it functions in marketing settings; attitude items capture evaluative beliefs about its value for marketing outcomes; practice items capture self-reported behavioural engagement with blockchain-enabled marketing activities. The instrument was built across a four-study sequence spanning item generation, exploratory dimensionality testing, confirmatory validation, and a time-lagged predictive validity test linking the three dimensions to perceived usefulness of blockchain for digital marketing.

Scale items

Knowledge

• Blockchain technology allows marketers to increase profitability driven by changes in the operating model: marketers pay consumers directly for their attention, cutting out intermediaries, such as Google or Facebook
• Through real-time access to blockchain platforms, marketers can gain visibility over members' profiles, purchase patterns, payment history and promotion responses. This can help them in the development of more attractive, valuable, and customised loyalty programs
• Blockchain technology allows marketers to efficiently communicate their commercial content and reduce costs by bypassing intermediaries
• Blockchain technology allows consumers to interact and engage directly with the brand or firm while responding to digital marketing campaigns with authentic and verified product or service reviews
• Blockchain technology is based on peer-to-peer communication, which alters market structures by fostering disintermediation. It specifically removes intermediaries who process and filter data streams and add cost
• Blockchain operates on a peer-to-peer (P2P) network, characterised as a distributed ledger technology whereby data can be stored on servers anywhere in the world
• Blockchain technology enables the construction of a permanent record of actions. Such a record enables the participants of the system to verify each performed action
• Blockchain technology can offer firms reduced processing time for transactions
• Blockchain technology can offer firms the ability to better track the impact of digital marketing communications on consumers
• Blockchain technology can offer firms an automatic execution of contracts and direct compensation to customers
• Blockchain can help firms automate the process of collecting and managing structured and unstructured data from diverse sources instantly while maintaining data integrity
• Blockchain can help customers obtain transparent information about the origins of the products/services in the market
• Using blockchain technology, consumers can trace the transit of products and components in order to verify their authenticity
• Blockchain technology can enable the development of creative loyalty programs

Attitude

• Blockchain technology allows businesses to reduce the cost of communication with customers
• Overall, blockchain technology contributes to digital marketing success
• Blockchain technology can substantially increase customer engagement with a brand

Practice

• Recommend the use of blockchain technology in designing and implementing digital marketing processes by your firm
• Engage in discussions with teammates regarding the need to adopt blockchain-empowered solutions for advertising campaigns
• Endorse the use of blockchain technology in the design and implementation of customer loyalty programmes
• Incorporate blockchain technology as an integral part of your digital marketing practice
• Develop blockchain-enabled strategies to improve customer engagement

Citation

Mahmoud, A.B., Kumar, V., Berman, A., Elhajjar, S. and Fuxman, L. (2025), "Knowledge, attitude and practice towards blockchain potential for digital marketing: scale development and validation", European Journal of Marketing, Vol. 59 No. 3, pp. 601-644.