Blockchain and Consumer Data: How Decentralization is Reshaping Marketing Strategies in Iringa Municipal, Tanzania

This study explored the impact of blockchain technology on consumer data management and marketing strategies, focusing on how decentralization reshapes traditional practices. It aimed to assess the awareness and understanding of blockchain among marketing professionals, examine data privacy concerns, and evaluate the technology's potential to enhance data security and consumer trust. Utilizing a sample size of 127 respondents, the study employed a mixed-methods approach, combining quantitative and qualitative interviews. Key findings revealed that while there was a moderate understanding of blockchain concepts, significant concerns remained regarding data privacy and regulatory challenges. The research highlighted the perceived benefits of blockchain, such as improved efficiency and transparency in marketing initiatives, alongside the challenges of scalability and adoption. The study concluded that addressing educational gaps and regulatory issues is crucial for leveraging blockchain technology effectively in the marketing sector.