Work

Blockchain and Digital Marketing: An Innovative System for Detecting Fake Comments in Search Engine Optimization Techniques and Enhancing Trust in Digital Markets

Year: 2025

Type: article

Abstract: A significant number of digital marketers use unethical marketing methods that violate Search Engine Optimization guidelines, with the objective of deceiving engines into displaying a specific website as the top result. The practice of fake comments constitutes a violation of Search Engine Optimization policies and is directly impeding market transparency. In addition, the absence of established standards between search engines, evaluation platforms and other trusted agencies makes exploitation easy. Therefore, in order to ensure fair competition among digital businesses, we propose a decentralized system for detecting fake comments, leveraging Blockchain technology for verification. The implementation of smart contracts as self-executing agreements will be achieved by utilizing the Ethereum network and the Truffle Suite. The Ethereum smart contracts will immutably record every comment as a transaction, eliminating any central authority. When a comment is flagged as suspicious, a digital business can trigger a verification request. Stakeholders or reviewers then vote on authenticity. Smart contracts collect these votes and issue a definitive verdict on whether the comment is fake.

Source: Applied System Innovation

DOI: 10.3390/asi8050155

Authors: Mouhssine Abirou, Noureddine Abghour, Zouhair Chiba

Institution: University of Hassan II Casablanca

Language: English

Topic: Blockchain Technology Applications and Security

Subfield: Information Systems

Field: Computer Science

Domain: Physical Sciences

Open Access status: gold

Estimated APC paid: $1,689

Funder: Université Hassan II de Casablanca