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Towards a Social Media-Based Model of Trust and Its Application

  • Erik Boertjes
  • Bas Gerrits
  • Robert Kooij
  • Peter-Paul van Maanen
  • Stephan Raaijmakers
  • Joost de Wit
Part of the IFIP Advances in Information and Communication Technology book series (IFIPAICT, volume 386)

Abstract

In this paper we describe the development of a model for measuring consumer trust in certain topics on the basis of social media. Specifically, we propose a model for trust that takes into account both textually expressed sentiment and source authority, and illustrate it on a specific case: the iCloud cloud computing service of Apple and its reception on Twitter. We demonstrate that it is possible to parameterize a trust function with weights that interpolate between the contribution of sentiment and the authority of the tweet senders. Feedback data containing perceived trust in the iCloud service was gathered from a community of users. On this data, our model was fitted and evaluated. Finally, we show how such a fitted model can be used as a basis for a visualization tool aimed at supporting professionals monitoring trust, or to simulate implications of interventions. Our approach is a first step towards a dynamic trust monitor that is a viable alternative to more rigid, survey-based approaches to measuring trust.

Keywords

consumer trust modelling social media 

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Copyright information

© IFIP International Federation for Information Processing 2012

Authors and Affiliations

  • Erik Boertjes
    • 1
  • Bas Gerrits
    • 1
  • Robert Kooij
    • 1
  • Peter-Paul van Maanen
    • 1
  • Stephan Raaijmakers
    • 1
  • Joost de Wit
    • 1
  1. 1.Netherlands Organisation for Applied Scientific Research (TNO)Netherlands

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