Analyzing Intelligent Smart Contract Effectiveness in Blockchain Based Digital Marketing Ecosystems

Abstract

The rapid advancement of blockchain technology has accelerated the adoption of intelligent smart contracts across various sectors due to their ability to automate transactions, enhance operational efficiency, and reduce dependence on intermediaries. However, the effectiveness of intelligent smart contracts within digital marketing ecosystems remains influenced by technical and operational factors such as automated adspend execution and fraud prevention. This study aims to explore the determinants of Intelligent Smart Contract Effectiveness in blockchain-based digital marketing systems by examining the effects of Security Capability, Interoperability, Scalability, Transparency, Trustworthiness, and Automation Intelligence. A quantitative approach was employed, with data collected through questionnaires distributed to respondents with knowledge and experience related to blockchain technology. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings indicate that all examined variables have positive and significant effects on Intelligent Smart Contract Effectiveness. Among these variables, Automation Intelligence exhibits the strongest influence, highlighting the critical role of intelligent automation and adaptive decision-making in improving smart contract performance. Furthermore, Security Capability, Interoperability, Scalability, Transparency, and Trustworthiness also significantly contribute to the successful implementation of intelligent smart contracts. The study concludes that the effectiveness of intelligent smart contracts in decentralized blockchain systems is determined by the combined effects of security, interoperability, scalability, transparency, trustworthiness, and automation intelligence. These findings provide both theoretical and practical contributions to blockchain research and offer valuable insights for organizations and developers seeking to improve the effectiveness of intelligent smart contract implementation across various industries.