Learning personal + social latent factor model for social recommendation

Social recommendation, which aims to systematically leverage the social relationships between users as well as their past behaviors for automatic recommendation, attract much attention recently. The belief is that users linked with each other in social networks tend to share certain common interests or have similar tastes (homophily principle); such similarity is expected to help improve the recommendation accuracy and quality. There have been a few studies on social recommendations; however, they almost completely ignored the heterogeneity and diversity of the social relationship. In this paper, we develop a joint personal and social latent factor (PSLF) model for social recommendation. Specifically, it combines the state-of-the-art collaborative filtering and the social network modeling approaches for social recommendation. Especially, the PSLF extracts the social factor vectors for each user based on the state-of-the-art mixture membership stochastic blockmodel, which can explicitly express the varieties of the social relationship. To optimize the PSLF model, we develop a scalable expectation-maximization (EM) algorithm, which utilizes a novel approximate mean-field technique for fast expectation computation. We compare our approach with the latest social recommendation approaches on two real datasets, Flixter and Douban (both with large social networks). With similar training cost, our approach has shown a significant improvement in terms of prediction accuracy criteria over the existing approaches.