Verifying Food Influencers on Blockchain for Transparency in Endorsements and Combating Fake Reviews
Naga Sravanthi Puppala, Meriga Kiran Kumar · Advances in marketing, customer relationship management, and e-services book series · 2025
In today digital era, social media has become a key force in shaping consumer behavior across many industries, especially the food sector. Influencers, seen by their followers as reliable voices, play a crucial role in driving trends and opinions. However, influencer marketing has also introduced challenges, particularly concerning the authenticity and transparency of endorsements. Consumers have become more skeptical of influencers, questioning the integrity of their recommendations due to issues such as fake influencers, hidden sponsorships, fake reviews, and overstated claims. Blockchain technology offers a solution by providing a decentralized, unchangeable system to verify the credibility of influencers and the truthfulness of their reviews. By using blockchain, the food industry can create a transparent ecosystem where influencer activities and endorsements are traceable and verified, building trust and promoting ethical marketing practices. This chapter will explore how blockchain can transform influencer marketing within the food industry by ensuring honesty-accountability.