Journal articles:

  1. Tan, T. M., & Saraniemi, S. (2022). Trust in the blockchain-enabled exchange: Future direction in blockchain marketing. Journal of the Academy of Marketing Science, 1-26. (link)
  2. Tan, T. M., & Salo, J. (2021). Ethical marketing in the blockchain-based sharing economy: Theoretical integration and guiding insights. Journal of Business Ethics, 1-28. (link)
  3. Tan, T. M., Salo, J., Ahokangas, P., Seppänen, V., & Sandner. (2021). Revealing the disintermediation concept of blockchain technology: How intermediaries gain from blockchain adoption in a new business model? In Ho, R. C., Nurallah, M. & Ng. H. H. (Eds.), Impact of Globalization and Advanced Technologies on Online Business Models. IGI-Global (link).
  4. Tan, T.M. (2022). Blockchain as a marketing tool for sustainability: a journey in decentralized trust. Science with Arctic Attitude. Available at

 Blockchain articles – University of Oulu Blogs:

  1. Tan, T.M. (2019). Key views on 172 pages Liechtenstein blockchain act: Token and Trustworthy Technology Service Providers Act (TVTG). Available at
  2. Tan, T.M. (2019). How decentralized identity overcome the dark side of automation in marketing and consumption. Available at
  3. Tan, T.M. (2019). Why store value in Bitcoin? Simple explanations from the holders perspective. Available at
  4. Tan, T.M. (2019). The law, blockchain, and smart contract: From the EU blockchain perspective. Available at
  5. Tan, T.M. (2020). 2019 enterprise blockchain: Permissioned blockchain current state of adoption and revenue models. Available at