Exploring blockchain’s role in enhancing marketing strategies within the sharing economy

Purpose This study aims to examine how blockchain technology can influence and transform the marketing processes of platforms within the sharing economy (SE). It addresses a gap at the intersection of blockchain, SE and marketing, particularly regarding how decentralized technologies reshape institutional trust, transactional transparency and value co-creation. Design/methodology/approach The paper uses a systematic literature review combined with thematic analysis to identify and analyze peer-reviewed publications that intersect the three domains of interest. The selected articles are examined using a marketing framework that organizes functions into three dimensions: institutions, processes and value creation. Within this structure, recurring themes were identified and interpreted to capture both theoretically grounded and emergent insights. Findings The study finds that blockchain offers significant potential to enhance marketing in SE platforms by enabling decentralized and tamper-proof reputation systems, automating service delivery via smart contracts and supporting token-based loyalty and branding mechanisms. It also facilitates new forms of user-driven value appropriation and governance. Nonetheless, the review highlights ongoing challenges related to technological scalability, ecological impact and regulatory ambiguity. Originality/value This study provides a thematically organized conceptual framework that bridges marketing theory, blockchain innovation and platform governance in the SE. It advances understanding of blockchain as a driver of trust-building, participatory branding and decentralized value co-creation. The findings offer both theoretical insight into the evolution of marketing in decentralized environments and practical guidance for managers seeking to enhance transparency, user engagement and ethical value distribution.