Personalized multi-faceted trust modeling to determine trust links in social media and its potential for misinformation management

Abstract

In this paper, we present an approach for predicting trust links between peers in social media, one that is grounded in the artificial intelligence area of multiagent trust modeling. In particular, we propose a data-driven multi-faceted trust modeling which incorporates many distinct features for a comprehensive analysis. We focus on demonstrating how clustering of similar users enables a critical new functionality: supporting more personalized, and thus more accurate predictions for users. Illustrated in a trust-aware item recommendation task, we evaluate the proposed framework in the context of a large Yelp dataset. We then discuss how improving the detection of trusted relationships in social media can assist in supporting online users in their battle against the spread of misinformation and rumours, within a social networking environment which has recently exploded in popularity. We conclude with a reflection on a particularly vulnerable user base, older adults, in order to illustrate the value of reasoning about groups of users, looking to some future directions for integrating known preferences with insights gained through data analysis.