Phan-Anh Huy Nguyen and Huyen Ha, Ho Chi Minh city University of Technology and Education, Vietnam

This paper delves into the profound influence of blockchain on the field of marketing, an arena that has undergone significant transformation in the wake of the digital revolution. The amalgamation of digital and physical domains has given rise to a dynamic and intensely competitive environment for marketers, prompting a reevaluation of strategies and tools. Despite the promising prospects, the research landscape surrounding blockchain-based marketing platforms remains in its nascent stages. This paper seeks to bridge this gap by identifying crucial criteria for evaluating such platforms, transcending conventional measures. The study employs the AHP-TOPSIS approach, a hybrid methodology combining the Analytic Hierarchy Process (AHP) with the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS). The overarching objectives encompass the identification, evaluation, and ranking of criteria and sub-criteria pertinent to blockchain-based marketing platform. This paper contributes not only a comprehensive overview of blockchain's distinctive features and its potential applications in marketing but also presents a systematic framework for platform selection. By emphasizing criteria beyond traditional financial metrics, the study addresses a critical void in the current literature, providing valuable insights for marketers, researchers, and practitioners navigating the dynamic intersection of blockchain and marketing. In conclusion, this research illuminates the transformative potential of blockchain technology in marketing, offering practical guidance to industry stakeholders in a landscape increasingly shaped by digital innovation and competition.

Blockchain, Marketing platforms, Mobile-commerce, AHP, TOPSIS