Guest editorial: A blockchain-based approach to marketing in the sharing economy

In exploring where blockchain technology meets marketing within the rapidly evolving sharing economy, this comprehensive editorial unveils a critical research frontier. Featuring fourteen pioneering articles, the editorial delves into the transformative potential of blockchain to revolutionize marketing strategies, addressing pressing challenges such as technology integration, privacy concerns, regulatory frameworks, governance structures, and the intricacies of business collaboration in decentralized marketplaces. Organized into four thematic segments, the editorial navigates through the nuances of employing blockchain in advertising and marketing strategies, harnessing blockchain to foster customer–brand relationships, addressing issues related to designing decentralized blockchain ecosystems, and understanding both resistance to and the adoption of blockchain technology in the sharing economy. Additionally, this editorial suggests twenty research directions that hold the promise of delivering groundbreaking insights, potentially heralding a new era at the intersection of blockchain technology and marketing within the decentralized ecosystem of the sharing economy.