Personalized content recommendation scheme based on trust in online social networks

As various social network services have developed, users are creating and sharing a large amount of content. Concurrently, there have been many studies on recommendation schemes for providing users with content that matches their preferences. In this paper, we propose a trust‐based personalized content recommendation scheme using collaborative filtering in online social network services. The user trust is calculated by analyzing social activities, content usages, and social relationships. In addition, the content trust is calculated by analyzing user expertise and reputations. Collaborative filtering is performed on users who are filtered through the user trust, and recommendation priorities are determined according to the content trust. The proposed scheme can improve the performance of collaborative filtering by eliminating untrustworthy users using user trust. It also improves the accuracy of recommendations since it provides recommendations based on content trust. Therefore, the proposed scheme can improve the performance of recommendation services using collaborative filtering in online social network services that share multimedia content. Performance evaluation is performed in terms of MAE and RMSE, which assesses errors in recommended results to demonstrate the superiority of the proposed scheme. Performance evaluations have shown that errors in the proposed scheme are reduced compared to the existing schemes, improving the accuracy of recommendations.

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