A blockchain-based platform for incentivizing customer reviews in the grocery industry  

作　　者：Tania Bruno Ettore Etenzi Luca Gualandi Eraldo Katra Rosario Pugliese Alessio Taranto Francesco Tiezzi 

机构地区：[1]Omnia Service Italia Srl,Firenze 50019,Italy [2]Dipartimento di Statistica,Informatica,Applicazioni,Universitàdegli Studi di Firenze,Firenze 50134,Italy

出　　处：《Blockchain(Research and Applications)》2024年第4期83-95,共13页区块链研究(英文)

基　　金：supported by the project SERICS(PE00000014)under the NRRP MUR program funded by the EU-NextGenerationEU,and the project Re-Taled(957228)funded by NGI TruBlo.

摘　　要：Nowadays,user-generated content is pivotal for many companies:people trust other customers’opinions more than any brand advertisement.Brands are aware of this and try to promote and motivate their customers to create high-quality content.However,this way of operating is still at an early stage:there is a lack of fairness,as companies typically do not provide a validation system,or if they do,it is not based on a transparent solution,and often,there is no reward for creating unique and high-quality content.In this paper,we focus on the problem of incentivizing users’creation of content in the form of customer reviews in the online grocery industry.Specifically,we illustrate the solution to the problem devised in the Re-Taled project by relying on blockchain technology.We develop a decentralized ecosystem of consumers,influencers,and manufacturers,where content creators are rewarded for their contribution according to a framework that provides incentives in the form of both reputation and monetization.Blockchain technology is used to certify the content’s authenticity and compensate content creators with a cryptographic token.We illustrate the technical choices of the solution together with its software architecture and implemented platform.In particular,we introduce the framework used to validate the trustworthiness of user-generated content and favor fairness and transparency within the platform.

关 键 词：User-generated content Reputation and experience level Blockchain 

分 类 号：F42[经济管理—产业经济]