Web 3.0 in global marketing: a strategic framework for decentralized advertising

Abstract

The rapid emergence of Web 3.0 technologies presents a disruptive force in global marketing, yet academic literature lacks a consolidated strategic framework to guide practitioners in this transition. This study addresses this critical research gap by systematically examining how decentralization, blockchain, and tokenization fundamentally reconfigure advertising paradigms. Employing a rigorous systematic integrative review methodology guided by the PRISMA 2020 reporting standards, this research synthesizes 127 peer-reviewed sources and industry publications from January 2020 to November 2025. Thematic analysis was conducted using NVivo software, and the Marketing 3.0 Framework was developed through an abductive reasoning process. The analysis reveals four foundational pillars that constitute the proposed Marketing 3.0 Framework: (1) community-as-channel architecture, (2) advertising-as-value-exchange mechanisms, (3) owned digital environments, and (4) verifiable brand narratives. Findings demonstrate that Web 3.0 enables a paradigm shift from extractive, platform-dependent advertising to participatory, trust-based engagement models. The study identifies significant implementation challenges including technological scalability limitations, regulatory fragmentation, and user adoption barriers. Practical implications emphasize the need for strategic literacy in tokenomics and community governance, while theoretical contributions advance understanding of decentralization's impact on consumer-brand relationships. This research establishes a foundational framework for future empirical investigation into decentralized marketing ecosystems. Limitations include reliance on nascent literature, potential publication bias, and lack of empirical testing of the proposed framework.