Chapter 6

Trust

One of the most important facets of a relationship is trust. It influences the way people act and interact. In a social network, trust impacts the way information spreads, new relationships form, and people behave. But trust is not only a relationship between people. A person may trust another entity, like an organization or a website. On some websites, users state how much they trust each other, but in most cases, trust is implicit in many interactions and not directly expressed. This chapter will introduce trust, the factors that play into it, and discuss its role in social interactions. It will also cover methods for computing trust by analyzing user behavior and interactions, and by asking users directly.

One of the most important ...

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