BLOCKCHAIN TECHNOLOGY AS A TOOL FOR ENHANCING DATA TRANSPARENCY, ACCOUNTABILITY, AND SECURITY IN NIGERIAN MARKETING ORGANIZATIONS

Many organizations especially marketing firms in Nigeria have experienced many challenges in relation to data security, accountability and integrity which is the motivation that prompted this meta-synthesis research. Block chain technology has gained increasing attention as a technology with a wide range of applications in various fields. Particularly, in the field of marketing, block chain technology facilitates disintermediation, enhances trust and transparency, avoids fraud, and reduces overall marketing cost. Block chain technology has disrupted the traditional approaches of marketing and introduced the contemporary and disruptive innovative marketing framework using its unique capabilities of decentralization, security, trust and transparency. Block chain technology supports and builds a strong connection with customers, regaining customer and loyalty, and designing more effective marketing strategies based on direct communication with consumers trust. Block chain provides sustainable data transparency, accountability and security in marketing organizations in Nigeria. Therefore, this study examined blockchain technology and how it can be used to foster sustainable data transparency, accountability and security in Nigeria. Relevant literature was reviewed with special focus on meta-synthesis literature analysis of the study constructs. The study found that blockchain technology offers more secured, accountable and transparent database for sustainable consumer trust. Therefore, this study has provided an insight that blockchain technology is a powerful enabler of sustainable data security, accountability and security in Nigerian marketing firms. This study recommended that block chain technology must be prioritized and sustained in marketing oriented organizations and beyond