Examining the Impact of Digital Supply Chain Management on Channel Marketing Effectiveness to Increase Consumer Purchase Intention: A Study of Exploring the Role of Blockchain Technology as a Mediator

Rashid  Ali; Muhammad Kaleem  Khan; Faheem  Khan; Muhammad  Ali

Authors

Rashid Ali Assistant Professor, Faculty of Management Sciences, ILMA University, Karachi, Pakistan Author https://orcid.org/0000-0002-0643-4067
Muhammad Kaleem Khan Ph.D. Scholar, MS., Faculty of Engineering, Sciences, Technology & Management Ziauddin University, Karachi, Pakistan Author https://orcid.org/0000-0002-0987-8739
Faheem Khan MS Student, Faculty of Management Sciences, ILMA University, Karachi, Pakistan Author https://orcid.org/0009-0009-4317-5891
Muhammad Ali Ph.D. Scholar, MS., Faculty of Engineering, Sciences, Technology & Management Ziauddin University, Karachi, Pakistan Author https://orcid.org/0009-0004-5325-4511

Keywords:

Digital supply chain management, blockchain technology, channel marketing, consumer purchase intention, life satisfaction, well-being

Abstract

Background of the Study: The objective of the current research study was to examine the mediating role of blockchain technology in the field of digital supply chain management regarding channel marketing to increase consumer purchase intention in significant superstores such as Imtiaz Supermarket, Metro Super Store, Naheed Super Store, Chase Value Super Store, Chase Up, Chase Value, CSD Super Store, Bin Hashim, Diamond Super Market, SPAR Supermarket and Hyper star in the city of Karachi. In distribution channel marketing, knowledge sharing is always considered a challenging and valuable factor in supermarkets.

Methodology: The current research study includes blockchain technology as the mediating role to better knowledge about product availability, time-saving, inventory management, customer satisfaction, and sharing information to improve digital supply chain management practices. Digital supply chain management has revolutionized how businesses interact with suppliers, distributors, and customers.

Result: As supply chain management integrates with different stakeholders and organizations, it faces challenges with the critical factor of privacy as well as ownership when sharing knowledge and inventories with individuals and firms.

Conclusion: The current research study incorporates blockchain technology as a mediator to improving knowledge-sharing practices in supply chain management. The findings reveal that digital supply chain management positively influences distribution marketing, enhancing efficiency, cost reduction, and customer satisfaction.

Author Biography

Rashid Ali, Assistant Professor, Faculty of Management Sciences, ILMA University, Karachi, Pakistan

Assistant Professor, Faculty of Management Sciences

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