Original scientific paper

https://doi.org/10.17559/TV-20180620075451

A Network Celebrity Identification and Evaluation Model Based on Hybrid Trust Relation

Weijin Jiang ; Institute of Big Data and Internet Innovation, Mobile E-business Collaborative Innovation Center of Hunan Province, Hunan University of Commerce, Changsha 410205, China
Jiahui Chen ; Institute of Big Data and Internet Innovation, Mobile E-business Collaborative Innovation Center of Hunan Province, Hunan University of Commerce, Changsha 410205, China
Yuhui Xu ; Institute of Big Data and Internet Innovation, Mobile E-business Collaborative Innovation Center of Hunan Province, Hunan University of Commerce, Changsha 410205, China

Abstract

Trust-based celebrity user identification is the key to the industry's reputation for electronic word of mouth. However, trust and mistrust are independent and coexistent concepts. In this context, we need to consider the existence of the two kinds of user relations brought about by the impact. This paper analyzes the characteristics of trust and distrust in social networks, and gives formal descriptions of trust networks, untrusted networks, and mixed trust networks. Based on the indicators such as degree distribution, correlation coefficient, and matching coefficient, the structural properties of mixed trust networks are studied. Based on the PageRank algorithm, the HTMM metrics affecting users under the mixed trust network environment are proposed. Finally, the validity of HTMM is verified through a real data set containing trust and distrust. Experimental results show that the results of HTMM's celebrity user identification method still have a low level of trust.

Keywords

celebrity user; hybrid trust; identification method; social network

Hrčak ID:

204463

URI

https://hrcak.srce.hr/204463

Publication date:

20.8.2018.

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