Beyond Traditional Marketing: How Blockchain and IT are Reshaping Digital Marketing in a Triple Helix Context in Iringa Municipal, Tanzania

This study explored the transformative potential of blockchain and Information Technology (IT) within digital marketing, framed by the Triple Helix Model of collaboration among academia, industry, and government. Utilizing a sample of 145 respondents from Iringa Municipal, Tanzania, the research examined key indicators such as awareness and understanding of blockchain, perceptions of its impact on marketing efficiency, trust and transparency in blockchain-based marketing, data privacy concerns, and collaboration dynamics in the Triple Helix model. The findings revealed a moderate level of familiarity with blockchain concepts, significant concerns regarding data privacy, and varying perceptions of the effectiveness of government regulations. In general, the study highlighted the challenges and opportunities blockchain presents in enhancing marketing practices. It emphasized the importance of collaborative efforts to drive innovation and address regulatory hurdles. These insights contribute to a deeper understanding of how blockchain and IT can reshape marketing strategies in a rapidly evolving digital landscape.