Towards a social media-based model of trust and its application
conference paper
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.
Topics
TNO Identifier
462354
ISSN
18684238
ISBN
9783642333316
Publisher
Springer
Source title
Proceedings of the 10th IFIP Human Choice and Computers International Conference (HCC10), September 27-28, 2012, Amsterdam, The Netherlands
Place of publication
Berlin ; Heidelberg
Files
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