Abstract

Traditionally, research about trust assumes a single type of trust between users. However, trust, as a social concept, inherently has many facets indicating multiple and heterogeneous trust relationships between users. Due to the presence of a large trust network for an online user, it is necessary to discern multi-faceted trust as there are naturally experts of different types. Our study in product review sites reveals that people place trust differently to different people. Since the widely used adjacency matrix cannot capture multi-faceted trust relationships between users, we propose a novel approach by incorporating these relationships into traditional rating prediction algorithms to reliably estimate their strengths. Our work results in interesting findings such as heterogeneous pairs of reciprocal links. Experimental results on real-world data from Epinions and Ciao show that our work of discerning multi-faceted trust can be applied to improve the performance of tasks such as rating prediction, facet-sensitive ranking, and status theory.

Original languageEnglish (US)
Title of host publicationWSDM 2012 - Proceedings of the 5th ACM International Conference on Web Search and Data Mining
Pages93-102
Number of pages10
DOIs
StatePublished - 2012
Event5th ACM International Conference on Web Search and Data Mining, WSDM 2012 - Seattle, WA, United States
Duration: Feb 8 2012Feb 12 2012

Other

Other5th ACM International Conference on Web Search and Data Mining, WSDM 2012
CountryUnited States
CitySeattle, WA
Period2/8/122/12/12

Keywords

  • Heterogeneous trust
  • Multi-dimension tie strength
  • Multi-faceted trust
  • Trust network

ASJC Scopus subject areas

  • Computer Networks and Communications

Cite this

Tang, J., Gao, H., & Liu, H. (2012). MTrust: Discerning multi-faceted trust in a connected world. In WSDM 2012 - Proceedings of the 5th ACM International Conference on Web Search and Data Mining (pp. 93-102) https://doi.org/10.1145/2124295.2124309

MTrust : Discerning multi-faceted trust in a connected world. / Tang, Jiliang; Gao, Huiji; Liu, Huan.

WSDM 2012 - Proceedings of the 5th ACM International Conference on Web Search and Data Mining. 2012. p. 93-102.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Tang, J, Gao, H & Liu, H 2012, MTrust: Discerning multi-faceted trust in a connected world. in WSDM 2012 - Proceedings of the 5th ACM International Conference on Web Search and Data Mining. pp. 93-102, 5th ACM International Conference on Web Search and Data Mining, WSDM 2012, Seattle, WA, United States, 2/8/12. https://doi.org/10.1145/2124295.2124309
Tang J, Gao H, Liu H. MTrust: Discerning multi-faceted trust in a connected world. In WSDM 2012 - Proceedings of the 5th ACM International Conference on Web Search and Data Mining. 2012. p. 93-102 https://doi.org/10.1145/2124295.2124309
Tang, Jiliang ; Gao, Huiji ; Liu, Huan. / MTrust : Discerning multi-faceted trust in a connected world. WSDM 2012 - Proceedings of the 5th ACM International Conference on Web Search and Data Mining. 2012. pp. 93-102
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