Diffusion of recommendation through a trust network

Yutaka Matsuo, Hikaru Yamamoto

Research output: Contribution to conferencePaper

4 Citations (Scopus)

Abstract

Several attempts have been made to analyze information diffusion on online knowledge sharing sites. In this poster, we report a preliminary study analyzing @cosme, a viral marketing site, which is among the largest community sites in Japan. The notable characteristics of @cosme are that users can bookmark their favorite reviewers; moreover, they can post their own reviews of products. In other words, a user puts trust in some other users for their reviews. This trust relation affects the opinions of users: A user refers to the ratings and opinions from the user's own favorite users when purchasing products; some users come to be trusted by a user based on mutual similarities of ratings and opinions. This bidirectional interaction between trust and opinion is an important phenomenon that elucidates consumer behaviors in online communities. In this paper, we describe an overview of the data in @cosme, analyses of recommendation through the trust relation, and concept for future analyses.

Original languageEnglish
Publication statusPublished - 2007 Dec 1
Externally publishedYes
Event2007 International Conference on Weblogs and Social Media, ICWSM 2007 - Boulder, CO, United States
Duration: 2007 Mar 262007 Mar 28

Other

Other2007 International Conference on Weblogs and Social Media, ICWSM 2007
CountryUnited States
CityBoulder, CO
Period07/3/2607/3/28

Keywords

  • Recommendation
  • Trust network
  • Viral marketing

ASJC Scopus subject areas

  • Computer Networks and Communications

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    Matsuo, Y., & Yamamoto, H. (2007). Diffusion of recommendation through a trust network. Paper presented at 2007 International Conference on Weblogs and Social Media, ICWSM 2007, Boulder, CO, United States.