Gestión tecnológica de blockchain para la trazabilidad, confianza del consumidor y diferenciación de productos en la mercadotecnia digital
Resumen
La transformación digital de la mercadotecnia ha incrementado la necesidad de incorporar tecnologías capaces de fortalecer la confianza, la transparencia y la autenticidad de la información dirigida al consumidor. En este contexto, el presente artículo tiene como objetivo analizar el uso de la tecnología blockchain como herramienta para la trazabilidad y diferenciación de productos en estrategias de mercadotecnia. La investigación adopta un enfoque cualitativo de tipo documental, sustentado en la revisión de literatura científica y en el análisis comparativo de casos de uso reportados en sectores como alimentos, café, vino, productos orgánicos, carne, lácteos, lujo, publicidad digital y programas de lealtad. Los resultados muestran que blockchain permite registrar información sobre el origen, producción, certificaciones, distribución y comercialización de productos mediante estructuras descentralizadas, verificables e inmutables. Asimismo, se identifica que la trazabilidad basada en blockchain puede convertirse en un atributo de valor percibido, al fortalecer la confianza del consumidor, reducir la incertidumbre en la decisión de compra, proteger la reputación de marca y comunicar atributos asociados con autenticidad, calidad, sostenibilidad y responsabilidad social. Se concluye que blockchain no debe asumirse como una solución tecnológica universal, sino como una herramienta estratégica de gestión tecnológica aplicable cuando existe una necesidad real de transparencia, verificación y diferenciación. Su impacto mercadológico dependerá de la capacidad de las organizaciones para integrarla con estrategias de comunicación claras, experiencias digitales accesibles y propuestas de valor centradas en el consumidor.
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Derechos de autor 2026 Alfredo Angeles Avendaño , María del Pilar Escotto Mota , María de la Luz Fernández Barros , Luis Osvaldo Gutierrez Aceves
Esta obra está bajo licencia internacional Creative Commons Reconocimiento 4.0.
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