Cryptocurrencies and Blockchain Technology Applications

CHAPTER 4BLOCKCHAIN IN SOCIAL NETWORKING

T. Poongodi,¹ R. Sujatha,² D. Sumathi,³ P. Suresh,⁴ B. Balamurugan¹

¹ School of Computer Science & Engineering, Galgotias University, Greater Noida, Uttar Pradesh, India

² School of Information Technology & Engineering, Vellore Institute of Technology, Vellore, India

³ Department of Computer Science & Engineering, Malla Reddy Engineering College, Hyderabad, India

⁴ School of Mechanical Engineering, Galgotias University, Greater Noida, Uttar Pradesh, India

AbstractSince the last decade, the social media platform has served as an entry point for establishing connections, content sharing and social interactions for many users. Exploiting customer’s information is very prevalent nowadays by gaining insight into user’s habits, preferences, connections, behaviors, content and location. Logging into a social media website paves the way to becoming a target of marketing campaigns for advertising. Primarily, most social media sites available today are centralized and provide opportunities for exploiting the user’s content well. Privacy and data security are of great concern in social media platforms. Blockchain, with distributed ledger and decentralized concept, secures users’ content by encrypting it. The social media platforms such as Whatsapp, iMessage, Signal, Wire, Threema, etc., follow end-to-end encryption for security. A problem occurs when metadata is exchanged along with messages, thereby providing an opportunity for third parties to ...