Providing recommendations in social networks by integrating local and global reputation

An important issue in Online Social Networks consists of the capability to generate useful recommendations for users, as peers to contact in order to establish friendships and collaborations, interesting resources to use and so on. This implies the necessity of evaluating the trustworthiness a user should assign to other members of his/her online community. In the past literature, a common approach for predicting trust is represented by a number of models that rely on "global" reputation: they are based on the evaluation of the behaviors of the users, that is shared across the entire community. These models, however, show an evident limitation due to the difficulty of taking the effects of malicious or fraudulent behaviors into account, thus making the feedback themselves. Other approaches, that consider also a local perspective of the trust, are limited by the fact they are supervised, i.e. they need a training phase in generating recommendations. In this paper, we propose a novel approach to extend global reputation models with a local reputation, computed on the ego-network of the user, by means of an unsupervised approach. We characterize our model by considering (i) the different relevance given to local and global reputation, (ii) the threshold that is used to consider a user unreliable and (iii) the dimension of the user's ego-network. Experiments performed on a real data set show that global reputation is useful only if the size of the user ego-network is small, as in the case of a newcomer. Moreover, the combined usage of global and local reputation leads to predict the expected trust with a high level of precision. (C) 2018 Elsevier Ltd. All rights reserved.