Building Trust Communities Using Social Trust

  • Surya Nepal
  • Wanita Sherchan
  • Cecile Paris
Part of the Lecture Notes in Computer Science book series (LNCS, volume 7138)

Abstract

The growing popularity of Web based social networks has given rise to the need to build trust communities that inspire members to share their experiences, feelings and opinions in an open and honest way. In this paper, we propose a framework for building trust communities in social networks using social trust. We first introduce the concept of social trust and social capital, and describe the role they play in building trust communities. We then define a social trust model for social networks and the corresponding recommender system for building trust communities in social networks. The novel idea behind our social trust model is that we introduce the concept of engagement trust and combine it with popularity trust to derive a social trust of the community as well as of individual members in the community.

Keywords

Social networks social trust trust communities popularity trust engagement trust trust based recommender 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. 1.
    Berry, L.L.: Cultivating Service Brand Equity. Journal of Academy of Marketing Science 28(1), 128–137 (2000)MathSciNetCrossRefGoogle Scholar
  2. 2.
    Bertino, E., Ferrari, E., Squicciarini, A.C.: Trust-X: A peer-to-peer framework for trust establishment. IEEE Transaction on Knowledge and Data Engineering 16(7), 827–842 (2004)CrossRefGoogle Scholar
  3. 3.
    Buskens, V.: The social structure of trust. Social Networks 20(3), 265–289 (1998)MathSciNetCrossRefGoogle Scholar
  4. 4.
    Caverlee, J., Liu, L., Webb, S.: Socialtrust: tamper-resilient trust establishment in online communities. In: Proceedings of ACM/IEEE Joint Conference on Digital Libraries, pp. 104–114 (2008)Google Scholar
  5. 5.
    Caverlee, J., Liu, L., Webb, S.: The SocialTrust framework for trusted social information management: Architecture and algorithms. Information Sciences 180(1), 95–112 (2010)CrossRefGoogle Scholar
  6. 6.
    Chen, M., Singh, J.P.: Computing and using reputations for internet ratings. In: Proceedings of ACM Conference on Electronic Commerce, pp. 154–162 (2001)Google Scholar
  7. 7.
    Dumouchel, P.: Trust as an Action. European Journal of Sociology 46, 417–428 (2005)CrossRefGoogle Scholar
  8. 8.
    Dwyer, C., Hiltz, S.R., Passerini, K.: Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace. In: Proceedings of Americas Conference on Information Systems, AMCIS (2007)Google Scholar
  9. 9.
    Golbeck, J.: The dynamics of Web-based social networks: Membership, relationships, and change. First Monday 12(11) (2007)Google Scholar
  10. 10.
    Golbeck, J., Parsia, B., Hendler, J.: Trust Networks on the Semantic Web. In: Klusch, M., Omicini, A., Ossowski, S., Laamanen, H. (eds.) CIA 2003. LNCS (LNAI), vol. 2782, pp. 238–249. Springer, Heidelberg (2003)CrossRefGoogle Scholar
  11. 11.
    Hess, C.: Trust-Based Recommendations for Publications A Multi-Layer Network Approach. IEEE Technical Committee on Digital Libraries Bulletin 2(2) (2006)Google Scholar
  12. 12.
    Jøsang, A.: The Beta Reputation System. In: Proceedings of 15th Bled Electronic Commerce Conference e-Reality: Constructing the e-Economy Bled, Slovenia, June 17-19 (2002)Google Scholar
  13. 13.
    Liu, H., Lim, E.-P., Lauw, H.W., Le, M.-T., Sun, A., Srivastava, J., Kim, Y.A.: Predicting trusts among users of online communities: an epinions case study. In: Proceedings of the 9th ACM Conference on Electronic Commerce, pp. 310–319 (2008)Google Scholar
  14. 14.
    Malik, Z., Bouguettaya, A.: Reputation bootstrapping for trust establishment among web services. IEEE Internet Computing 13(1), 40–47 (2009)CrossRefGoogle Scholar
  15. 15.
    Mika, P.: Social Networks and the Semantic Web. Springer, Heidelberg (2007)Google Scholar
  16. 16.
    OHara, K., Hall, W.: Trust on the web: Some web science research challenge. E-Journal on the Knowledge Society 7 (2008)Google Scholar
  17. 17.
    Paldam, M.: Social Capital: One or Many? Definition and Measurement. Journal of Economic Surveys 14(5) (2000)Google Scholar
  18. 18.
    Resnick, P., Kuwabara, K., Zeckhauser, R., Friedman, E.: Reputation systems. Communication of the ACM 43(12), 45–48 (2000)CrossRefGoogle Scholar
  19. 19.
    Rotter, J.B.: A new scale for the measurement of interpersonal trust. Journal of Personality 35(4), 651–665 (1967)CrossRefGoogle Scholar
  20. 20.
    Rousseau, D.M., Sitkin, S.B., Burt, R.S., Camerer, C.: Not so different after all: a cross-discipline view of trust. Academy of Management Review 23(3), 393–404 (1998)CrossRefGoogle Scholar
  21. 21.
    Trifunovic, S., Legendre, F., Anastasiades, C.: Social trust in opportunistic networks. In: Proceedings of 2010 INFOCOM IEEE Conference on Computer Communications Workshops, pp. 1–6 (2010)Google Scholar
  22. 22.
    Vigas, F.B., Donath, J.: Social network visualization: can we go beyond the graph? In: Proceeding on the workshop on Social Networks for Design and Analysis: Using Network Information in CSCW (2004), pp. 6–10 (2004)Google Scholar
  23. 23.
    Walter, F.E., Battiston, S., Schweitzer, F.: Personalised and dynamic trust in social networks. In: Proceedings of the Third ACM Conference on Recommender Systems, RecSys 2009, pp. 197–204. ACM, New York (2009)Google Scholar
  24. 24.
    Young, A.L., Quan-Haase, A.: Information revelation and internet privacy concerns on social network sites: a case study of facebook. In: Proceedings of the International Conference on Communities and Technologies, pp. 265–274 (2009)Google Scholar
  25. 25.
    Zarghami, A., Fazeli, S., Dokoohaki, N., Matskin, M.: Social trust-aware recommendation system: A t-index approach. In: Proceedings of the 2009 IEEE/WIC/ACM International Joint Conference on Web Intelligence and Intelligent Agent Technology, pp. 85–90 (2009)Google Scholar
  26. 26.
    Gilbert, E., Karahalios, K.: Predicting tie strength with social media. In: Proceedings of the 27th International Conference on Human Factors in Computing Systems (CHI 2009), pp. 211–220 (2009)Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Surya Nepal
    • 1
  • Wanita Sherchan
    • 2
  • Cecile Paris
    • 1
  1. 1.CSIRO ICT CentreAustralia
  2. 2.Monash UniversityAustralia

Personalised recommendations