Information-seeking on the Web

with Trusted Social Networks

– from Theory to Systems

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Tom Heath, BSc

Knowledge Media Institute

The Open University

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Acknowledgements
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Contents
Abstract............................................................................................................................ 2!
Acknowledgements ......................................................................................................... 4!
Publications ..................................................................................................................... 8!
Contents ......................................................................................................................... 10!
List of Figures................................................................................................................ 14!
List of Tables ................................................................................................................. 16!
List of Quotes ................................................................................................................ 17!
List of Code Fragments ................................................................................................ 18!
1. Introduction............................................................................................................... 19!
;H;H!U2*&G.*&2,HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;W!
;H>H!I--/2.6#HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH >?!
;HTH![$%$./6#!h'$%*&2,%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH >;!
;H<H!5$1&,&*&2,!21!"$/)%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH >>!
;HXH!:*/'6*'/$!21!*#$!5&%%$/*.*&2, HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH >T!
2. Literature Review ..................................................................................................... 25!
>H;H!A,12/).*&2,B%$$C&,4!2,!*#$!D$( HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH >d!
>H>H![$0$G.,6$b!"2-&6.0!G%H!7$/%2,.0 HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH >e!
>HTH!7$/%2,.0&%$+!:$./6# HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH >W!
>H<H!A,12/).*&2,!Z&0*$/&,4!E&*#!L90.%%&6L![$62))$,+$/!:8%*$)% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH T;!
>H<H;H!92,*$,*B\.%$+![$62))$,+.*&2, HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH TT!
>H<H>H!9200.(2/.*&G$!Z&0*$/&,4HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH TT!
>HXH!:26&.0!F.G&4.*&2,HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH TW!
>HdH!I--/2.6#$%!\.%$+!2,!:26&.0!F$*E2/C% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH <>!
>HdH;H!:26&.0!:$./6#!NF$*E2/CO!.,+!RK-$/*!Z&,+&,4 HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH <>!
>HdH>H!:26&.0!F$*E2/C%!.,+!"/'%*HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH <T!
>HeH!92,60'%&2,%!.,+!Y.-!I,.08%&% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH <W!
>HeH;H!"#$!F.*'/$!21![$0$G.,6$ HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH X?!
>HeH>H!R62,2)&$%!21!:6.0$!*#/2'4#!9200.(2/.*&2, HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH X?!
>HeHTH!7$/%2,.0&%.*&2,!.,+![$62))$,+.*&2,!.6/2%%!i./&$+!52).&,%HHHHHHHHHHHHHHHHHHHH X;!
>HeH<H!7$/%2,.0&%.*&2,!.,+![$62))$,+.*&2,!&,!P-$,!D2/0+% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH X>!
>HeHXH!:-./%&*8!.,+!920+B:*./*!7/2(0$)%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH XT!
>HeHdH![&6#,$%%!21!"/'%*!U2+$0% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH X<!
>HeHeH!:'))./8HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH Xd!
3. Approach: Personalised Relevance in Information-seeking through a Trusted
Social Network .............................................................................................................. 58!
TH;H!9#./.6*$/&%*&6%!21!*#&%!I--/2.6#HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH XW!

! ;?
 "2)!Q$.*#!

TH;H;H!:2'/6$B6$,*/&6&*8 HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHXW!
TH;H>H!".%CB.+.-*&G&*8HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHd?!
TH>H!\$,$1&*%!21!*#&%!I--/2.6#HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHd>!
TH>H;H!A,6/$.%$+!7$/%2,.0![$0$G.,6$ HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHd>!
TH>H>H!^*&0&*8!.6/2%%!.![.,4$!21!".%C%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHd<!
TH>HTH!:-.)B/$%&%*.,*!A,12/).*&2,B%$$C&,4 HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHd<!
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TH>HXH!Y/$.*$/![$'%$!21!RK&%*&,4!5.*.HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHde!
THTH!:'))./8 HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHd@!
4. Source Selection in Word-of-mouth Information-seeking ....................................70!
<H;H!\.6C4/2',+!.,+![$0.*$+!D2/C HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHe?!
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<H;HXH!:'))./8 HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH@T!
<H>H!:*'+8!21!:2'/6$!:$0$6*&2,!&,!D2/+B21B)2'*#!A,12/).*&2,B%$$C&,4 HHHHHHHHHHHHHHHHHHHH@d!
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<HTH;H!7&02* HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH@e!
<H<H!U$*#2+ HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH@e!
<H<H;H!7./*&6&-.,*%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH@e!
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<HXH!I,.08%&%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHW;!
<HdH![$%'0*%!.,+!5&%6'%%&2,HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHW>!
<HdH;H!"/'%*!Z.6*2/%b!5$1&,&*&2,% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHW>!
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<HdHTH!"/'%*!Z.6*2/%b!P66'//$,6$!Z/$3'$,6&$%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHWd!
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<HdHXH![$0.*&2,!21!"/'%*!Z.6*2/%!*2!7/$G&2'%!D2/C HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHWe!
<HdHdH!Y$,$/.0!"/$,+%!&,!I--0&6.*&2,!21!"/'%*!Z.6*2/% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHWW!
<HdHeH!R11$6*%!21!9/&*&6.0&*8J!:'(M$6*&G&*8 HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHWW!
<HdH@H!R11$6*%!21!".%C!U2+.0&*8HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;??!
<HdHWH!52).&,!21!".%C!.,+!F.*'/$!21![$0.*&2,%#&- HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;?;!
<HeH!92,60'%&2,% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;?;!
5. Technical Approach and Architecture..................................................................103!
XH;H!I/6#&*$6*'/.0!PG$/G&$EHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;?T!
XH>H!92)-'*&,4!"/'%*![$0.*&2,%#&-%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;?X!
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XH>H>H!5.*.!I63'&%&*&2,!1/2)!5&%*/&('*$+!:2'/6$% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;?e!
XHTH!"#$!:$).,*&6!D$( HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;;?!

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A,12/).*&2,B%$$C&,4!2,!*#$!D$(!E&*#!"/'%*$+!:26&.0!F$*E2/C%!

XHTH;H![$%2'/6$!5$%6/&-*&2,!Z/.)$E2/C!N[5ZO HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;;;!

XHTH>H!^%&,4![5Z!12/!5.*.!A,*$4/.*&2, HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;;>!
XHTHTH!S&,C$+!5.*.HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;;<!
XHTH<H!h'$/8&,4![5Z!5.*. HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;;X!
XHTHXH!:'))./8HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;;d!
XH<H!:2'/6$%!21!:26&.0!F$*E2/C!5.*. HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;;e!
XHXH!A)-0$)$,*$+!:8%*$)%!.,+!5$*.&0$+!I/6#&*$6*'/$HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;;W!
6. Revyu: a Semantic Web Reviewing and Rating Site ........................................... 121!
dH;H!A,*/2+'6*&2,HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;>;!
dH>H!F2G$0!Z$.*'/$%!21![$G8' HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;>>!
dHTH![$0.*$+!D2/C HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;><!
dH<H!^%$/!D.0C*#/2'4#HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;>d!
dH<H;H!Y$,$/.*&,4!:$).,*&6!D$(!92,*$,*!(8!92)-0$*&,4!D$(!Z2/)% HHHHHHHHHHHHHHHH ;>e!
dHXH!^%$!21!92))2,!P,*2024&$%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;T?!
dHdH!"#$![20$!21!".44&,4!&,![$G8'HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;T>!
dHdH;H!".44&,4!G$/%'%!90.%%&1&6.*&2,HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;T>!
dHdH>H!A,1$//&,4!*#$!"8-$!21![$G&$E$+!A*$)% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;T<!
dHdHTH!A+$,*&18&,4![$0.*$+!".4%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;TX!
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dH@H!"$6#,&6.0!A)-0$)$,*.*&2, HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;T@!
dHWH!S&,C$+!5.*.!92)-0&.,6$ HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;TW!
dH;?H!S&,C%!*2!2*#$/!5.*.!:$*%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;<>!
dH;;H!92,%')&,4!S&,C$+!5.*. HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;<T!
dH;;H;H!:'--0$)$,*&,4![$G&$E$/!A,12/).*&2,!E&*#!ZPIZ!5.*. HHHHHHHHHHHHHHHHHHHHHHHHHH ;<<!
dH;;H>H!:'--0$)$,*&,4!Z&0)!.,+!\22C![$G&$E%!E&*#!RK*$/,.0!5.*. HHHHHHHHHHHHHHHHHHH ;<X!
dH;;HTH!:'--0$)$,*&,4![$G&$E$+!A*$)%!(8!7/$B-2-'0.*&2,HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;<W!
dH;>H![$'%.(&0&*8!21![$G8'!5.*. HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;X>!
dH;TH!92,60'%&2,%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;XT!
7. Hoonoh: Source-centric Information-seeking with Trusted Social Networks .. 155!
eH;H!A,*/2+'6*&2,HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;XX!
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eH>H;H!A,-'*!5.*.!*2!Q22,2#!I042/&*#)% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;Xe!
eH>H>H!".4%!.%!"2-&6% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;Xe!
eH>HTH!7/2K8!U$*/&6%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;X@!
eH>H<H!92)-'*&,4!"/'%*!U$*/&6%!1/2)![$G8'!5.*. HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;d;!
eH>HXH!:'--0$)$,*&,4!RK-$/&$,6$!U$*/&6%!*#/2'4#!I++&*&2,.0!5.*.!:2'/6$% HHHHHH ;e?!
eHTH!"$6#,&6.0!A)-0$)$,*.*&2,!21!*#$!Q22,2#!I042/&*#)% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;eT!
eH<H![$-/$%$,*&,4!92)-'*$+!"/'%*![$0.*&2,%#&-%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;eX!
eHXH!Q22,2#HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;@?!
eHXH;H!Q22,2#!1/2)!*#$!^%$/!7$/%-$6*&G$HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;@?!

! ;>
 "2)!Q$.*#!

eHXH>H![.,C&,4!(8!"/'%*!Z.6*2/%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;@T!
eHXHTH!Z&0*$/&,4!(8!:26&.0!F$*E2/CHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;@X!
eHXH<H!\/2E%&,4!Z',6*&2,.0&*8HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;@e!
eHXHXH!h'$/&$%!12/!U'0*&-0$!"2-&6%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;@@!
eHXHdH!:8%*$)!A)-0$)$,*.*&2,HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;W?!
eHXHeH!:'))./8 HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;W;!
8. Evaluation ................................................................................................................192!
@H;H!A,*/2+'6*&2, HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;W>!
@H>H!5$%&4, HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;WT!
@HTH!U$*#2+ HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;W<!
@HTH;H!7./*&6&-.,*%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;W<!
@HTH>H!7/26$+'/$ HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;WX!
@H<H!I,.08%&%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;WW!
@HXH![$%'0*% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>?>!
@HdH!5&%6'%%&2, HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>?X!
9. Conclusions and Outlook........................................................................................210!
WH;H!:'))./8!21!*#$![$%$./6# HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>;?!
WH>H!92,*/&('*&2,%!21!*#$![$%$./6#HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>;;!
WH>H;H!92,*/&('*&2,!; HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>;;!
WH>H>H!92,*/&('*&2,!> HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>;>!
WH>HTH!92,*/&('*&2,!T HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>;T!
WH>H<H!92,*/&('*&2,!< HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>;T!
WH>HXH!:'))./8 HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>;<!
WHTH!S&)&*.*&2,%!.,+!Z'*'/$!D2/C HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>;<!
WHTH;H!IG.&0.(&0&*8!21!5.*.HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>;X!
WHTH>H!:6.0$ HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>>>!
WHTHTH![$0&.,6$!2,!7/2K8!U$*/&6%HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>><!
WHTH<H!RK-02&*&,4!:$).,*&6%!12/!"/'%*!Y$,$/.*&2, HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>>X!
WHTHXH!92)(&,&,4!"/'%*!U$*/&6% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>>@!
WHTHdH!RG.0'.*&2,!U$*#2+% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>>W!
WH<H!P'*022CHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH>>W!
References ....................................................................................................................234!
Appendices ...................................................................................................................243!
Appendix A: Interview Script ....................................................................................244!
Appendix B: Master list of themes and superordinate themes identified in the
interview study ............................................................................................................247!

! ;T
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List of Figures
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Z&4'/$!;<H!I!(22C!/$G&$E!2,![$G8'!N0$1*O!%#2E,!.02,4%&+$!1&0)!+.*.!1/2)!I).c2,j[5Z!
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Z&4'/$!;dH![$G8'!/$G&$E!+.*.!/$'%$+!&,!*#$!:$).,*&6!D$(!4.*$E.8!WatsonJ!!G&.!*#$!
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Z&4'/$!;eH!^%.4$!NRK-$/&$,6$O!.042/&*#)!&,!-%$'+2B62+$HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;d>!
Z&4'/$!;@H!9/$+&(&0&*8!NRK-$/*&%$O!.042/&*#)!&,!-%$'+2B62+$ HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;dX!
Z&4'/$!;WH!I11&,&*8!.042/&*#)!&,!-%$'+2B62+$ HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;d@!
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Z&4'/$!>dH!RK.)-0$!2'*-'*b!E$&4#*$+!/$%'0*%!12/!.,2,8)2'%!'%$/% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;@d!
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Z&4'/$!>@H!"#$!L-$2-0$L!./$.!21!*#$!%&*$!.002E%!'%$/%!*2!(/2E%$!*#$!*2-&6%!&,!E#&6#!%-$6&1&6!
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Z&4'/$!>WH!Q22,2#!%8%*$)!./6#&*$6*'/$ HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;W?!

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List of Tables
".(0$!;H!:2'/6$!.,+!/$0.*&2,.0!1.6*2/%!&+$,*&1&$+!&,!$K&%*&,4!0&*$/.*'/$!.%!.11$6*&,4!
-$/6$&G$+!&,12/).*&2,!3'.0&*8HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH @X!
".(0$!>H![$62))$,+.*&2,B%$$C&,4!%6$,./&2%!'%$+!&,!&,*$/G&$E%!E&*#!-./*&6&-.,*%HHHHHHHHH @W!
".(0$!TH!5&%*/&('*&2,!21!'%.4$!N$K-$/&$,6$O!%62/$%!&,!.!%.)-0$!Q22,2#!+.*.!%$* HHHHHHHHHH ;d<!
".(0$!<H!5&%*/&('*&2,!21!6/$+&(&0&*8!N$K-$/*&%$O!%62/$%!&,!.!%.)-0$!Q22,2#!+.*.!%$* HHHHHH ;dd!
".(0$!XH!5&%*/&('*&2,!21!.11&,&*8!%62/$%!&,!.!%.)-0$!Q22,2#!+.*.!%$*HHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;e?!
".(0$!dH!Z/$3'$,68!21!/$G&$E%!6/$.*$+!(8!$.6#!-./*&6&-.,*!&,!*#$!$G.0'.*&2, HHHHHHHHHHHHHHHH ;We!
".(0$!eH!92)(&,.*&2,%!21!*/'%*!1.6*2/%!.,+!E$&4#*&,4%!'%$+!*2!4$,$/.*$!/.,C$+!/$%'0*% >??!
".(0$!@H!:-$./).,!/.,C!62$11&6&$,*%!21!62//$0.*&2,!($*E$$,!-./*&6&-.,*!/$%-2,%$%!.,+!
Q22,2#!2'*-'*!E&*#!$.6#!/.,C&,4!62)(&,.*&2,H!R,*/&$%!&,!(20+!./$!%&4,&1&6.,*!.*!
*#$!?H?X!.0-#.!0$G$0HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH >?T!
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List of Quotes
h'2*$!;H!7./*&6&-.,*!A5!;dJ!70')($/!%6$,./&2HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHWT!
h'2*$!>H!7./*&6&-.,*!A5!;?J!\.6C!7.&,!%6$,./&2HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHW<!
h'2*$!TH!7./*&6&-.,*!A5!?XJ!70')($/!%6$,./&2HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHW<!
h'2*$!<H!7./*&6&-.,*!A5!;<J!70')($/!%6$,./&2HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHW<!
h'2*$!XH!7./*&6&-.,*!A5!?@J!Q20&+.8!I6*&G&*&$%!%6$,./&2HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHW<!
h'2*$!dH!7./*&6&-.,*!A5!;dJ!Q20&+.8!I6*&G&*&$%!%6$,./&2HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHWX!
h'2*$!eH!7./*&6&-.,*!A5!;eJ!Q20&+.8!I6*&G&*&$%!%6$,./&2HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHWX!
h'2*$!@H!7./*&6&-.,*!A5!;>J!70')($/!%6$,./&2HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHWX!
h'2*$!WH!7./*&6&-.,*!A5!?eJ!\.6C!7.&,!%6$,./&2HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHWd!
h'2*$!;?H!7./*&6&-.,*!A5!;dJ!Q2*$0!%6$,./&2 HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHWd!
h'2*$!;;H!7./*&6&-.,*!A5!;>J!Q20&+.8!I6*&G&*&$%!%6$,./&2HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH;??!
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List of Code Fragments

92+$!Z/.4)$,*!;H!RK.)-0$!21!*#$!%*/'6*'/$!21!.!9'%*2)$/Z'00![$%-2,%$!Y/2'-!*2!.!
9'%*2)$/92,*$,*S22C'-!P-$/.*&2,!2,!*#$!I).c2,!I%%26&.*$%!D$(!:$/G&6$!I7AH
HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;?W!
92+$!Z/.4)$,*!>H!"#$!.'*#2/L%!5$0H&6&2H'%!%26&.0!,$*E2/C!.%!.!=:PF!.//.8J!/$*/&$G$+!
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92+$!Z/.4)$,*!TH!RK.)-0$![5Z!+26')$,*!+$)2,%*/.*&,4!*#$!'%$!21!*#$!foaf:name!
.,+!foaf:homepage!-/2-$/*&$% HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH ;;>!
92+$!Z/.4)$,*!<H!RK.)-0$![5Z!+26')$,*!%#2E&,4!*#$!'%$!21!owl:sameAs!*2!%*.*$!
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1. Introduction

1.1. Motivation

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1.2. Approach

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1.3. Research Questions

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1.4. Definition of Terms

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1.5. Structure of the Dissertation

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2. Literature Review
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Information item- Web

Seeking centric Search Engines

Limitation: relevance is
topical not personal

Personalised shared
Search goals
people-
centric Limitation: lacking
economies of
scale through
collaboration
Social Navigation
Social Search distinct Social Search Recommender
(Network) meanings (Items) Systems

Limitations: sparsity,
Limitation: expert cold start, closed
finding-centric worlds, taste domain-
centric, anonymity

My Limitations: taste domain- Social Networks and

Approach centric, superficial Trust Propagation
models of trust
!

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2.1. Information-seeking on the Web

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2.7. Conclusions and Gap Analysis

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2.7.1. The Nature of Relevance

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2.7.2. Economies of Scale through Collaboration

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2.7.6. Richness of Trust Models

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2.7.7. Summary

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3. Approach: Personalised Relevance in

Information-seeking through a Trusted
Social Network
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3.1. Characteristics of this Approach

3.1.1. Source-centricity

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3.1.2. Task-adaptivity

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3.1.3. Social Networks and this Approach

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3.2. Benefits of this Approach

3.2.1. Increased Personal Relevance

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3.2.2. Utility across a Range of Tasks

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,$*E2/C%!.,+!*/'%*!-/2-.4.*&2,V!(8!+$1&,&*&2,!2*#$/%!($82,+!*#$!&))$+&.*$!,$*E2/C!E&00!

.0%2!($!.11$6*$+!.%!*/'%*!/$0.*&2,%#&-%!./$!-/2-.4.*$+H!

3.2.4. Openness to Additional Information

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.%%$%%)$,*%!21!)$)($/%!21!*#$&/!%26&.0!,$*E2/C%!.%!-2*$,*&.0!&,12/).*&2,!%2'/6$%H!"#&%!&%!

1.6&0&*.*$+! (8! *#$! %2'/6$B6$,*/&6&*8! 21! *#$! .--/2.6#! .,+! *#$! '%$! 21! %26&.0! ,$*E2/C%! 21!

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.--/2.6#!.002E%!12/!)2/$!4/.6$1'0!+$4/.+.*&2,!62)-./$+!*2!6200.(2/.*&G$!1&0*$/&,4J!+2$%!

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,$6$%%./8!N9/2%%J![&6$!.,+!7./C$/J!>??;OV!.,+!*#$!&,12/).*&2,!%2'/6$!&%!0&C$08!*2!#.G$!.!

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21! &,12/).*&2,! %2'/6$%J! 62)-./$+! *2! .,2,8)2'%! .--/2.6#$%H! A,! 2/+$/! *2! 2G$/62)$! *#&%!

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3.2.5. Greater Reuse of Existing Data

A,!62,*/.%*!*2!6200.(2/.*&G$!1&0*$/&,4!%8%*$)%J!Q22,2#!N%$$!9#.-*$/%!X!.,+!eO!6.,!).C$!

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3.3. Summary

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%$$C&,4J!2-$,,$%%!*2!.++&*&2,.0!&,12/).*&2,J!.,+!4/$.*$/!/$'%$!21!.++&*&2,.0!&,12/).*&2,H!

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4. Source Selection in Word-of-mouth

Information-seeking

4.1. Background and Related Work

D2/+B21B)2'*#!/$62))$,+.*&2,!.,+!/$1$//.0%!1/2)!2*#$/%!./$!-2E$/1'0!)$6#.,&%)%!12/!

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-&.,2!*$.6#$/%!N=2#,%2,!\/2E,!.,+![$&,4$,J!;W@eO!.,+!%'66$%%1'008!62)-0$*&,4!-/2M$6*%!

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&,+&G&+'.0%!6.,!%$/G$!.%!(2*#!.!%2'/6$!21!,$E!&,12/).*&2,!.,+!.%!.!1&0*$/!*2!&+$,*&18!*#$!

&,12/).*&2,! 2/! &*$)%! )2%*! /$0$G.,*! *2! 2,$L%! %-$6&1&6! ,$$+%! NY/.,2G$**$/J! ;WeTOJN].'*cJ!

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+2)$%*&6! .--0&.,6$%H! "#&%! %*'+8! $)-#.%&%$+! *#$! $K&%*$,6$! 21! %26&.0! ,$*E2/C%! *#.*J!

*#/2'4#! *#$&/! /20$! &,! &,12/).*&2,! 102EJ! 6.,! .662',*! 12/! *#$! ,2,B/.,+2)! +&%*/&('*&2,! 21!

62,%')-*&2,!-.**$/,%!E&*#&,!*#$!E&+$/!-2-'0.*&2,H!Q2E$G$/J!*#$!E2/C!21!D#8*$!N;WX<O!

E.%! (.%$+! 2,! .,$6+2*.0! $G&+$,6$J! .,+! +&+! ,2*! $K.)&,$! *#$! ,.*'/$! 21! &,*$/-$/%2,.0!

/$0.*&2,%!($*E$$,!,2+$%!&,!%'6#!,$*E2/C%!2/!.,8!$11$6*%!*#$%$!).8!#.G$!2,!*#$!102E!21!

&,12/).*&2,!.,+!%'(%$3'$,*!-'/6#.%&,4!+$6&%&2,%H!

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4.1.1. The Role of Weak Ties

D#$,! 022C&,4! %-$6&1&6.008! .*! *#$! /$0.*&2,%#&-! ($*E$$,! *#$! &,12/).*&2,! %$$C$/! .,+! .,!

&,12/).*&2,! %2'/6$J! 2,$! 21! *#$! ).M2/! *#$)$%! &,! -'(0&%#$+! E2/C! #.%! ($$,! *#$! ,2*&2,! 21!

strong! G%H! weak ties! &,! %26&.0! ,$*E2/C%J! +/.E&,4! 2,! *#$! E2/C! 21! Y/.,2G$**$/! N;WeTOH!

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4.1.2. The Role of Strong Ties

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4.1.4. The Role of Source, Task and Individual

Characteristics

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Workplace Studies

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.--./$,*! E#$*#$/! *#$%$! ./$! 62,%&+$/$+! 2(M$6*&G$! 2/! *.%*$! +2).&,%OJ! \2,#./+! .,+! :.%%$!

12',+! *#.*! &,12/).*&2,! %$$C$/%! %2'4#*! /$62))$,+.*&2,%! 1/2)! 1/&$,+%! &//$%-$6*&G$! 21!

E#$*#$/!*#2%$!1/&$,+%!#.+!$K-$/*&%$!&,!*#$!+2).&,!&,!3'$%*&2,H!"#$8!62,60'+$!*#.*!&,!%'6#!

6.%$%! -$2-0$! +2! ,2*! .&)! *2! 4$*! /$0&.(0$! &,12/).*&2,! .(2'*! *#$! 3'.0&*8! 21! .! -./*&6'0./!

%$/G&6$J!('*!%&)-08!*2!4$*!/$.%%'/.,6$!.(2'*!E#$*#$/!.!%$/G&6$!&%!P]H!

Past experienceJ!source reputation!.,+!advisor expertise!./$!4/2'-$+!*24$*#$/!',+$/!trust!

.,+!relianceH!7.%*!$K-$/&$,6$!/$1$/%!*2!*#$!0&C$0&#22+!*#.*!422+!/$62))$,+.*&2,%!1/2)!.!

%2'/6$!&,!*#$!-.%*!E&00!0$.+!*2!/$'%$!21!*#$!%2'/6$!&,!*#$!1'*'/$H![$-'*.*&2,!.,+!$K-$/*&%$!

./$!,2*!$K-0&6&*08!+$1&,$+!*2!.,8!4/$.*$/!$K*$,*J!$K6$-*!*2!%.8!*#.*!*#$8!6.,!(2*#!&,6/$.%$!

*/'%*! &,! .! 1&/%*! *&)$! $,62',*$/H! "#$! 1.6*2/%! *#.*! +$*$/)&,$! .! %2'/6$L%! /$-'*.*&2,! 2/!

$K-$/*&%$! ./$! ,2*! %-$6&1&$+J! ,2/! &%! *#$! /$0.*&2,%#&-! ($*E$$,! -.%*! $K-$/&$,6$! .,+!

/$-'*.*&2,H!

A,! \2,#./+! .,+! :.%%$L%! )2+$0J! *#$! &)-2/*.,6$! 21! C,2E&,4! .! %2'/6$! -$/%2,.008! &%!

.**/&('*$+! *2! *E2! 1.6*2/%b!taste overlapJ!E#$/$(8!*#$!/$62))$,+.*&2,!%$$C$/!C,2E%!*#$!

%2'/6$%! #.%! %&)&0./! *.%*$%J! .,+! mutual knowledgeJ! E#&6#! .002E%! .! %2'/6$! *2! -/2G&+$!

/$62))$,+.*&2,%!$G$,!E#$/$!*#$8!+2!,2*!%#./$!%&)&0./!*.%*$%H!

D#&0%*! *#$! E2/C! 21! \2,#./+! .,+! :.%%$! -/2G&+$%! %2)$! '%$1'0! &,%&4#*%! &,*2! 6#2&6$! 21!

%2'/6$! &,! *.%*$! +2).&,%J! *#$! )2+$0! #.%! .! ,')($/! 21! 0&)&*.*&2,%H! Z&/%*08J! *#$! %*'+8! 2,!

E#&6#!*#$!)2+$0!&%!(.%$+!&%!2/&$,*$+!*2E./+%!*.%*$!+2).&,%!.,+!+2$%!,2*!%8%*$).*&6.008!

&,G$%*&4.*$!2(M$6*&G$!+2).&,%J!$G$,!*#2'4#!*#&%!+&%*&,6*&2,!.--$./%!*2!#.G$!$)$/4$+!1/2)!

*#$! +.*.! .,+! &%! -/$%$,*! &,! *#$! )2+$0H! 7$/#.-%! .%! .! 62,%$3'$,6$J! *#$! )2+$0! &%! /$0.*&G$08!

',+$/%-$6&1&$+!/$4./+&,4!6#2&6$!21!%2'/6$!&,!2(M$6*&G$!+2).&,%!62)-./$+!*2!*#$!+$4/$$!

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21! +$*.&0! &,! *.%*$! +2).&,%H! "#$/$! +2$%! ,2*! .--$./! *2! ($! .! 60$./! 62,6$-*&2,! 21! 2(M$6*&G$!

+2).&,%!&,!*#$!%*'+8J!.%!%2)$!$K.)-0$%!4&G$,!N$H4H!6./%O!62'0+!$3'.008!($!62,%&+$/$+!.%!

*.%*$!+2).&,!&*$)%H!

:$62,+08J!).,8!1.6*2/%!./$!&+$,*&1&$+!&,!*#$!%*'+8!.,+!/$-/$%$,*$+!&,!*#$!)2+$0J!#2E$G$/!

%2)$!21!*#$%$!N$H4H!/$-'*.*&2,J!$K-$/*&%$O!/$).&,!-22/08!+$1&,$+!.,+!*#$&/!/$0.*&2,%#&-!*2!

2*#$/!1.6*2/%!',60$./!N$H4H!-.%*!$K-$/&$,6$J!/$-'*.*&2,OH!Z'/*#$/)2/$J!&*!&%!,2*!.--./$,*!*2!

E#.*!$K*$,*!*#$!)2+$0!&%!-/$+&6*&G$!21!E#&6#!)$)($/%!21!.!,$*E2/C!E2'0+!($!6#2%$,!.%!

&,12/).*&2,! %2'/6$%! &,! .! %-$6&1&6! %6$,./&2J! .,+! *#$! .'*#2/%! +2! ,2*! -/2G&+$! $G&+$,6$! *2!

+$)2,%*/.*$!%'6#!-/$+&6*&G$!G.0&+&*8H!

"#$%$!%#2/*62)&,4%!21!\2,#./+!.,+!:.%%$L%!)2+$0!).8!/$10$6*!*#$!&,#$/$,*!62)-0$K&*8!21!

*#$! +2).&,J! 2/! %&)-08! *#.*! *#$! )2+$0! E2'0+! ($,$1&*! 1/2)! 60./&1&6.*&2,! &,! %2)$! ./$.%H!

R&*#$/!E.8J!&,!&*%!6'//$,*!12/)!*#$!)2+$0!&%!*22!62)-0$K!.,+!&,%'11&6&$,*08!%-$6&1&$+!*2!

$,.(0$!&*!*2!($!2-$/.*&2,.0&%$+!&,!*$6#,&6.0!%8%*$)%H!

4.1.5. Summary

"#$!0&*$/.*'/$!/$G&$E$+!.(2G$!-/2G&+$%!&,+&6.*&2,%!21!#2E!*#$!%2'/6$!%$0$6*&2,!-/26$%%!&,!

&,12/).*&2,B%$$C&,4! 2-$/.*$%H! I! ,')($/! 21! /$6'//$,*! *#$)$%! ./$! -/$%$,*! .6/2%%! *#$!

/$G&$E$+!%*'+&$%J!%'6#!.%!*#$!.66$%%&(&0&*8!21!%2'/6$%!.,+!*#$&/!-$/6$&G$+!3'.0&*8H!!

"#$! +&.4/.)! %#2E,! &,! Z&4'/$! >! ($02E! -/2G&+$%! .! /$-/$%$,*.*&2,! 21! *#$! &,12/).*&2,B

%$$C&,4! -/26$%%! 1/2)! .! %2'/6$! &+$,*&1&6.*&2,! .,+! %2'/6$! %$0$6*&2,! -$/%-$6*&G$J! %#2E&,4!

1.6*2/%! &+$,*&1&$+! &,! %*'+&$%! /$G&$E$+! &,! *#&%! 6#.-*$/! .%! #.G&,4! .,! &)-.6*! 2,! %2'/6$!

%$0$6*&2,!&,!E2/+B21B)2'*#!&,12/).*&2,B%$$C&,4H!

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Information
Need

has
Source
Information undertakes Identification requires Knowledge of
Seeker Process who knows what

produces

Potential Sources require Some relevant

knowledge
input to

undertakes Source Selection produces Preferred

Process Sources

depends on

Access to / Source's Safety / Perceived

Perceived
Availability of Willingness to Perceived Risk Information
Cost of Asking
Source Engage of Asking Quality

depends on

Source Attributes Relational Attributes

expertise taste overlap

reputation past experience with

the source

mutual knowledge

Z&4'/$!>H!"#$!&,12/).*&2,B%$$C&,4!-/26$%%!1/2)!.!%2'/6$!&+$,*&1&6.*&2,!.,+!%2'/6$!%$0$6*&2,!
-$/%-$6*&G$H!

"#$!%*'+&$%!&,!E#&6#!*#$!%2'/6$!.,+!/$0.*&2,.0!.**/&('*$%!%#2E,!E$/$!&+$,*&1&$+!./$!%#2E,!

&,!".(0$!;!($02EH!h'.0&*8!&%!&,60'+$+!&,!*#&%!*.(0$!*2!.&+!62)-./&%2,!($*E$$,!PL[$&008L%!

E2/C! .,+! *#.*! 21! 2*#$/%V! #2E$G$/J! Z&4'/$! >! .(2G$! /$10$6*%! *#$! ,2*&2,! 21! 3'.0&*8! .%! .!

#&4#$/B0$G$0!62,%*/'6*!*#.*!%'(%')$%!)2/$!%-$6&1&6!1.6*2/%H!

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 "2)!Q$.*#!

Morrison and Bonhard and

O'Reilly (1982)
Vancouver (2000) Sasse (2005)
Source Attributes
"quality" x
expertise x x
reputation x
Relational Attributes
taste overlap x
past experience with the source x
mutual knowledge x

".(0$!;H!:2'/6$!.,+!/$0.*&2,.0!1.6*2/%!&+$,*&1&$+!&,!$K&%*&,4!0&*$/.*'/$!.%!.11$6*&,4!-$/6$&G$+!
&,12/).*&2,!3'.0&*8!

"#$! 0&*$/.*'/$! 2,! %2'/6$! %$0$6*&2,! &,! &,12/).*&2,B%$$C&,4! &%! +2)&,.*$+! (8! %*'+&$%! 1/2)!

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:*'+&$%! &,G$%*&4.*&,4! %2'/6$! %$0$6*&2,! &,! 0$%%! &,12/).0! .,+! )2/$! *.%*$! 2/&$,*$+! +2).&,%!

./$!0$%%!E&+$%-/$.+H!D#&0%*!\2,#./+!.,+!:.%%$L%!N>??XO!)2+$0!+2$%!+&%*&,4'&%#!2(M$6*&G$!

+2).&,%!1/2)!*.%*$!+2).&,%J!*#&%!1.6*2/!&%!,2*!%8%*$).*&6.008!G./&$+!&,!*#$!%*'+8!2,!E#&6#!

*#$! )2+$0! &%! (.%$+! .,+! *#$! 1&,+&,4%! /$).&,! 2/&$,*$+! *2E./+%! %2'/6$! %$0$6*&2,! &,! *.%*$!

+2).&,%H!

PG$/.00J! .! -&6*'/$! 21! *#$! %2'/6$! %$0$6*&2,! -/26$%%! +2$%! ,2*! $)$/4$! *#.*! &%! %'11&6&$,*08!

62,%&%*$,*! 2/! 4$,$/.0&%.(0$! *2! %$/G$! .%! .! (.%&%! 12/! &)-0$)$,*&,4! *$6#,&6.0! %8%*$)%! *#.*!

%'--2/*!*#$!%$0$6*&2,!21!&,12/).*&2,!%2'/6$%!E&*#&,!2,$L%!%26&.0!,$*E2/CH!

A,! 2/+$/! *2! $%*.(0&%#! %2)$! 4$,$/.0! -/&,6&-0$%! 1/2)! E#&6#! *#$! %2'/6$! %$0$6*&2,! -/26$%%!

).8!($!)2+$00$+J!.!1'/*#$/!&,G$%*&4.*&2,!&%!/$3'&/$+!*#.*!$,#.,6$%!2'/!',+$/%*.,+&,4!21!

#2E! -$2-0$! %$0$6*! &,12/).*&2,! %2'/6$%! .6/2%%! .! (/2.+$/! /.,4$! 21! *.%C%J! &,! +2).&,%! ,2*!

2,08! )$+&.*$+! (8! *.%*$H! "2! .++/$%%! *#&%! ,$$+! .,! $)-&/&6.0! %*'+8! E.%! 6.//&$+! 2'*! *2!

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&,12/).*&2,V!.,+!#2E!*#$!&,10'$,6$!21!*#$%$!1.6*2/%!G./&$%!.6/2%%!+&11$/$,*!*8-$%!21!*.%CH!

4.2. Study of Source Selection in Word-of-mouth

Information-seeking

"#&%!%*'+8!.++/$%%$%!/$%$./6#!h'$%*&2,%!;BTJ!&,*/2+'6$+!&,!9#.-*$/!;b!

;H Q2E!+2!-$2-0$!6#22%$!&,12/).*&2,!.,+!/$62))$,+.*&2,!%2'/6$%!1/2)!.)2,4!

)$)($/%!21!*#$&/!%26&.0!,$*E2/C`!

>H D#&6#!1.6*2/%!&,10'$,6$!M'+4$)$,*%!.(2'*!*#$!/$0$G.,6$!.,+!*/'%*E2/*#&,$%%!21!

*#$%$!&,12/).*&2,!.,+!/$62))$,+.*&2,!%2'/6$%`!

TH Q2E!+2!*#$!6#./.6*$/&%*&6%!21!*#$!*.%C!($&,4!-$/12/)$+!.11$6*!*#$%$!M'+4$)$,*%`!

7/$G&2'%! E2/C! &,! *#$! ./$.J! .%! +&%6'%%$+! .(2G$J! +2$%! ,2*! -/2G&+$! .! %'11&6&$,*08!

62)-/$#$,%&G$!.,+!62,%&%*$,*!.662',*!21!*#$!&,12/).*&2,B%$$C&,4!.,+!/$62))$,+.*&2,B

%$$C&,4! -/26$%%! 1/2)! E#&6#! #8-2*#$%$%! 6.,! ($! +$/&G$+! .,+! *$%*$+! '%&,4! 3'.,*&*.*&G$!

)$*#2+%H! "#$/$12/$! (8! ,$6$%%&*8! *#&%! %*'+8! &%! $K-02/.*2/8! &,! ,.*'/$! .,+! 3'.0&*.*&G$! &,!

)$*#2+20248H! "#$! .&)! &%! *2! &+$,*&18! 6$,*/.0! *#$)$%! .,+! 1.6*2/%! &,! *#$! +$6&%&2,B).C&,4!

-/26$%%! .,+! 4.&,! &,%&4#*! &,*2! #2E! *#$! &,10'$,6$! 21! *#$%$! 1.6*2/%! G./&$%! .6/2%%! +&11$/$,*!

*8-$%!21!*.%C%J!&,!2/+$/!*2!&+$,*&18!4$,$/.0!*/$,+%!*#.*!6.,!($!2-$/.*&2,.0&%$+!&,!*$6#,&6.0!

%8%*$)%H!

4.3. Design

"#$! %*'+8! 62,%&%*$+! 21! %$)&B%*/'6*'/$+! &,*$/G&$E%! &,! E#&6#! -./*&6&-.,*%! E$/$! -/$%$,*$+!

E&*#!.!%$/&$%!21!1&6*&2,.0!/$62))$,+.*&2,B%$$C&,4!%6$,./&2%!.,+!.%C$+!.!,')($/!21!2-$,B
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$,+$+!3'$%*&2,%!$K-02/&,4!*#$&/!+$6&%&2,B).C&,4!-/26$%%!E#$,!%$0$6*&,4!.,!&,12/).*&2,!

%2'/6$H!

4.3.1. Pilot

I! -&02*! E.%! 62,+'6*$+! E&*#! *#/$$! -./*&6&-.,*%! NE#2! E$/$! ,2*! &,60'+$+! &,! *#$! ).&,!

%.)-0$O!*2!*$%*!*#$!$K-$/&)$,*.0!-/2*2620H!"#&%!0$+!*2!/$1&,$)$,*!21!*#$!&,*$/G&$E!%6/&-*!&,!

2/+$/! *2! $,%'/$! *#$! /$%'0*%! -/2+'6$+! (8! *#$! %*'+8! E2'0+! ($! %'11&6&$,*08! /$0$G.,*! *2! *#$!

/$%$./6#! 3'$%*&2,%H! A,! -./*&6'0./! *#$! 2-$,B$,+$+! 3'$%*&2,%! '%$+! &,! *#$! %*'+8! E$/$!

)2+&1&$+!&,!2/+$/!*2!($!)2/$!%*/'6*'/$+J!.%!*#$!-&02*!#.+!+$)2,%*/.*$+!*#.*!-./*&6&-.,*%!

+&+!,2*!.0E.8%!',+$/%*.,+!#2E!*2!/$%-2,+!*2!G$/8!2-$,B$,+$+!3'$%*&2,%H!

4.4. Method

4.4.1. Participants

"E$0G$! -./*&6&-.,*%! E$/$! /$6/'&*$+! *2! *#$! %*'+8! '%&,4! 2--2/*',&%*&6! %.)-0&,4H!

7./*&6&-.*&2,! E.%! G20',*./8J! .,+! ,2! -.8)$,*! E.%! /$6$&G$+! 12/! *.C&,4! -./*! &,! *#$! %*'+8H!

I00! -./*&6&-.,*%! E$/$! %*.11! 2/! %*'+$,*%! .*! "#$! P-$,! ^,&G$/%&*8J! .,+! G./&$+! &,! .4$! 1/2)!

)&+B>?%! *2! )&+BX?%H! :$G$,! -./*&6&-.,*%! E$/$! ).0$! .,+! 1&G$! E$/$! 1$).0$H! D#&0%*! *#$!

).M2/&*8!21!-./*&6&-.,*%!E$/$!\/&*&%#J!-./*&6&-.,*%!1/2)!Y$/).,8J!*#$!F$*#$/0.,+%J!F$E!

o$.0.,+J!^C/.&,$J!.,+!*#$!^:I!E$/$!.0%2!-/$%$,*!&,!*#$!%.)-0$H!

4.4.2. Procedure

"#$!%*'+8!62,%&%*$+!21!2,$!%$)&B%*/'6*'/$+!&,*$/G&$E!E&*#!$.6#!-./*&6&-.,*J!2,!.!2,$B*2B

2,$!(.%&%J!&,!-$/%2,H!A,*$/G&$E%!0.%*$+!($*E$$,!;d!.,+!d?!)&,'*$%J!G./8&,4!.662/+&,4!*2!

*#$!-./*&6&-.,*L%!$,4.4$)$,*!E&*#!*#$!*2-&6H!I1*$/!($&,4!4&G$,!4$,$/.0!&,%*/'6*&2,%!.(2'*!

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A,12/).*&2,B%$$C&,4!2,!*#$!D$(!E&*#!"/'%*$+!:26&.0!F$*E2/C%!

#2E! *#$! &,*$/G&$E! E2'0+! -/26$$+J! *#$! -./*&6&-.,*! E.%! /$.+! &,! *'/,! $.6#! 21! 12'/!

#8-2*#$*&6.0!&,12/).*&2,B!.,+!/$62))$,+.*&2,B%$$C&,4!%6$,./&2%!N/$-/2+'6$+!&,!".(0$!>!

($02EO!.,+!.%C$+!*2!&).4&,$!*#$)%$0G$%!&,!*#&%!%&*'.*&2,H!

"#$! %6$,./&2%! '%$+! &,! *#$! %*'+8! E$/$! 62,%*/'6*$+! (8! *#$! /$%$./6#$/J! .,+! +$%&4,$+! *2!

602%$08! /$-/$%$,*! $G$/8+.8! *.%C%! .,+! %&*'.*&2,%! &,! E#&6#! /$62))$,+.*&2,%! )&4#*! ($!

%2'4#*!1/2)!)$)($/%!21!2,$L%!%26&.0!,$*E2/CH!"#&%!62,*/.%*%!E&*#!%*'+&$%!(8!.'*#2/%!%'6#!

.%!PL[$&008!N;W@>O!E#$/$!%&)&0./!&%%'$%!./$!&,G$%*&4.*$+J!('*!%-$6&1&6.008!&,!.!E2/C-0.6$!

%$**&,4H!A*!&%!,2*!.--./$,*!#2E!.--0&6.(0$!%'6#!1&,+&,4%!./$!2'*%&+$!*#.*!-./*&6'0./!+2).&,H!

"#$!%6$,./&2B(.%$+!.--/2.6#!($./%!%2)$!%&)&0./&*&$%!*2!*#.*!'%$+!(8!5'#.,J!=2#,%2,!$*!

.0H!N;WWeOV!#2E$G$/J!&,!*#&%!6.%$!$.6#!-./*&6&-.,*!E.%!-/$%$,*$+!E&*#!)'0*&-0$!%6$,./&2%!

62G$/&,4!.!/.,4$!21!+2).&,%J!62)-./$+!*2!5'#.,!$*!.0L%!'%$!21!2,$!%6$,./&2!&,!.!%&,40$!

+2).&,H!

! @@
 "2)!Q$.*#!

Number Domain Text Criticality Modality

1 Plumber "You move into a new house that requires High Locating
renovation, including some substantial plumbing
work. Who would you ask about recommended
plumbers?"

2 Back Pain "You are suffering from moderate and ongoing High Exploring
Treatments back pain and need to find some ways of getting
it treated. Who would you ask about
recommended ways of getting it treated?"

3 Business "You are travelling to Madrid on business and Low Locating

Hotel need to find a hotel to stay in during your visit.
Who would you ask about recommended
hotels?"

4 Holiday "You are planning a holiday to the east coast of Low Exploring
Activities the USA and need to find some information
about how to spend your time there. Who would
you ask about recommended activities?"

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task criticalityH!U.C&,4!'-!*#$!*.%C!)2+.0&*8!+&)$,%&2,J!*E2!21!*#$!%6$,./&2%!NplumberJ!

business hotelO! +$%6/&($+! locating! *.%C%J! E#&0%*! *E2! Nback painJ! holiday activitiesO!

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y From whom they would seek a recommendation?!

y Was there anyone they would not ask?!!

y What were the reasons for these decisions`!

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4.5. Analysis

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4.6. Results and Discussion

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4.6.1. Trust Factors: Definitions

y Expertiseb!*#$!%2'/6$!#.%!/$0$G.,*!$K-$/*&%$!21!*#$!+2).&,!21!*#$!/$62))$,+.*&2,B

%$$C&,4V! *#&%! ).8! ($! 12/).008! G.0&+.*$+! *#/2'4#! 3'.0&1&6.*&2,%! 2/! .63'&/$+! 2G$/!

*&)$H!

y Experienceb!*#$!%2'/6$!#.%!$K-$/&$,6$!21!%20G&,4!%&)&0./!%6$,./&2%!&,!*#&%!+2).&,J!

('*!E&*#2'*!$K*$,%&G$!$K-$/*&%$H!

y Impartialityb!*#$!%2'/6$!+2$%!,2*!#.G$!G$%*$+!&,*$/$%*%!&,!.!-./*&6'0./!/$%20'*&2,!*2!

*#$!%6$,./&2H!

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y Affinityb! *#$! %2'/6$! #.%! 6#./.6*$/&%*&6%! &,! 62))2,! E&*#! *#$! /$62))$,+.*&2,!

%$$C$/J! %'6#! .%! %#./$+! *.%*$%J! %*.,+./+%J! G.0'$%J! G&$E-2&,*%J! &,*$/$%*%J! 2/!

$K-$6*.*&2,%H!

y Track Recordb!*#$!%2'/6$!#.%!-/$G&2'%08!-/2G&+$+!%'66$%%1'0!/$62))$,+.*&2,%!*2!

*#$!/$62))$,+.*&2,!%$$C$/H!

F2*$! *#.*! expertiseJ! experience! .,+! impartiality! /$0.*$! *2! /$0.*&2,%#&-%! ($*E$$,! .,!

&,12/).*&2,! %2'/6$! .,+! *#$! *2-&6! 21! *#$! /$62))$,+.*&2,B%$$C&,4! N*#$%$! ./$! -$/%2,! ĺ!

*2-&6!1.6*2/%OJ!E#$/$.%!affinity!.,+!track record!6.-*'/$!.!/$0.*&2,%#&-!($*E$$,!*#$!%2'/6$!

.,+!/$62))$,+.*&2,!%$$C$/!N*#$%$!./$!-$/%2,!ĺ!-$/%2,!1.6*2/%OH!

4.6.2. Trust Factors: Illustrative Quotes

"#$!12002E&,4!3'2*$%!1/2)!-./*&6&-.,*%!&,!*#$!%*'+8!&00'%*/.*$!*#$!1&G$!*/'%*!1.6*2/%b!

Expertise

_I would probably go and ask my friend who is a plumber or my friend

who is a gas fitter, working on the principle that their domain

expertise, their knowledge, is in a similar area._

h'2*$!;H!7./*&6&-.,*!A5!;dJ!70')($/!%6$,./&2!

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_Maybe I would immediately approach my doctor in the surgery

where I'm registered, and ask his advice. …I wouldn't be confident

that the advice is reliable…from the people who I don't know as

specialists in the area._!

h'2*$!>H!7./*&6&-.,*!A5!;?J!\.6C!7.&,!%6$,./&2!

Experience

_I guess it depends on the location of the flat where I lived. If it was

somewhere near to my parents I'd probably ask them first, for their

advice, because they've got more experience, they've met people in the

past who've done good jobs for them etc. etc._!

h'2*$!TH!7./*&6&-.,*!A5!?XJ!70')($/!%6$,./&2!

_People I know in the area, it’s good to have word-of-mouth, you

know they’ve got experience good or bad._!

h'2*$!<H!7./*&6&-.,*!A5!;<J!70')($/!%6$,./&2!

Impartiality!

_…with travel agents you’d have to question what they were

promoting to you - is it because they get commission?_!

h'2*$!XH!7./*&6&-.,*!A5!?@J!Q20&+.8!I6*&G&*&$%!%6$,./&2!

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_Who wouldn't I ask? [I have] no specific examples. Actually its travel

agents, as they're trying to sell you something; people who have no

personal relationship to me and are interested in selling a product._!

h'2*$!dH!7./*&6&-.,*!A5!;dJ!Q20&+.8!I6*&G&*&$%!%6$,./&2!

Affinity

_There is someone I would not ask [for] recommendations, who it

would probably help to speak with... they have been to the States this

summer and previous times... but ... because we're different persons

she cares about different details than me... and adding to is that I

don't think we have the same style in things we are after, so I wouldn't

be urged to ask her advice._!

h'2*$!eH!7./*&6&-.,*!A5!;eJ!Q20&+.8!I6*&G&*&$%!%6$,./&2!

_[I] may not ask people who I don’t feel comfortable with, who

haven’t got the same values as me, or have a completely different

lifestyle that I don’t relate to._!

h'2*$!@H!7./*&6&-.,*!A5!;>J!70')($/!%6$,./&2!

Track Record

_I looked on the internet yesterday about going to see a masseur, but

they were too expensive so I’ll go back to [ask] my sister as I had a

good experience with [recommendations from] her before._!

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h'2*$!WH!7./*&6&-.,*!A5!?eJ!\.6C!7.&,!%6$,./&2!

_Like the plumbing one [I wouldn’t ask] someone who'd given me bad

recommendations of hotels in the past._!

h'2*$!;?H!7./*&6&-.,*!A5!;dJ!Q2*$0!%6$,./&2!

4.6.3. Trust Factors: Occurrence Frequencies

D#&0%*! *#$! 42.0! 21! *#$! .,.08%&%! E.%! ,2*! *2! -/2+'6$! 3'.,*&*.*&G$! /$%'0*%! 12/! %*.*&%*&6.0!

.,.08%&%J!&*!&%!'%$1'0!*2!$K.)&,$!*#$!1/$3'$,6&$%!21!266'//$,6$!21!*#$!+&11$/$,*!*/'%*!1.6*2/%!

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&,!Z&4'/$!TJ!$K-$/*&%$J!$K-$/&$,6$J!.,+!.11&,&*8!266'//$+!)2%*!1/$3'$,*08J!E&*#!/$0.*&G$08!

02E!266'//$,6$%!21!*#$!&)-./*&.0&*8!.,+!*/.6C!/$62/+!1.6*2/%H!

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50
41
40
35
30
24
20

10 9
3
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Expertise Experience Impartiality Affinity Track
Record
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&,*$/G&$E%@!

4.6.4. Trust Topicality

A*! &%! E2/*#! ,2*&,4! *#.*! E#&0%*! *#$! 1.6*2/%! $K-$/*&%$J! $K-$/&$,6$J! .,+! &)-./*&.0&*8! E$/$!

60$./08! +2).&,! %-$6&1&6! .,+! *#$/$12/$! *2-&6.0! &,! ,.*'/$J! *#$! %*'+8! +&+! ,2*! 4&G$! .! %*/2,4!

&,+&6.*&2,!21!.11&,&*8!.%!.!*2-&6.0!1.6*2/J!('*!/.*#$/!.%!.!)2/$!4$,$/.0!62,%*/'6*H!"#&%!).8!

%$$)! 62',*$/B&,*'&*&G$! .*! 1&/%*! .%! *#&%! .%-$6*! 21! .11&,&*8! 62,*/.%*%! E&*#! *.%*$J! E#&6#! &%!

4$,$/.008! */$.*$+! .%! .! +2).&,B%-$6&1&6! 6#./.6*$/&%*&6H! "#$! /$0.*&2,%#&-! ($*E$$,! .11&,&*8!

.,+!*.%*$!&%!$K-02/$+!&,!*#$!12002E&,4!%$6*&2,J!.02,4!E&*#!.!4$,$/.0!+&%6'%%&2,!21!#2E!*#$!

1&,+&,4%!/$0.*$!*2!-/$G&2'%!E2/C!&,!*#$!./$.H!

4.6.5. Relation of Trust Factors to Previous Work

92)-./&,4!*#$!/$%'0*%!21!*#&%!%*'+8!*2!*#$!1&,+&,4%!21!-/$G&2'%!/$%$./6#!&*!&%!.--./$,*!*#.*!

E#&0%*!%2)$!62))2,.0&*&$%!$K&%*!%2)$!,2G$0!*/'%*!1.6*2/%!#.G$!($$,!&+$,*&1&$+H!Expertise!

E.%! &+$,*&1&$+! .%! .! 1.6*2/! &,! %2'/6$! %$0$6*&2,! (8! U2//&%2,! .,+! i.,62'G$/! N>???O! .,+!

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4.6.6. General Trends in Application of Trust Factors

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4.6.7. Effects of Criticality, Subjectivity

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_My view is I gather everything from everybody and filter it, so I

wouldn't be averse to asking people who maybe wouldn't like the same

holiday, I'd still be prepared to take on board what they

recommended, because I'd then filter it out, rather than not taking it._!

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$G&+$,6$!2,!%2'/6$%!E&*#!E#&6#!*#$8!%#./$+!.!%*/2,4!.11&,&*8H!

4.6.8. Effects of Task Modality

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%20'*&2,%!).%C$+!.,8!%'6#!$11$6*%!&,!*#&%!%*'+8H!

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4.6.9. Domain of Task and Nature of Relationship

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4.7. Conclusions

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5. Technical Approach and Architecture

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5.1. Architectural Overview

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Hoonoh.com

social network data trust metrics

Social Network Data Trust Computation

Repository Subsystem

social network data review data additional source data

Third-party
The Public Web Revyu.com
Data Sources

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<Customer>
<CustomerId>A89YPC0B3HML7X</CustomerId>
<Nickname>joebloggs</Nickname>
<WishListId>7DCW9CVSFW7RI</WishListId>
<Location>
<UserDefinedLocation>Bloggsville, Arizona, United
States</UserDefinedLocation>
</Location>
<CustomerReviews>
<TotalReviews>18</TotalReviews>
<TotalReviewPages>2</TotalReviewPages>
<Review>
<ASIN>1234567890</ASIN>
<Rating>4</Rating>
<HelpfulVotes>2</HelpfulVotes>
<Reviewer>
<CustomerId>A89YPC0B3HML7X </CustomerId>
<Name>Joe Bloggs</Name>
<Location>Bloggsville, Arizona, United States</Location>
</Reviewer>
<TotalVotes>2</TotalVotes>
<Date>1998-08-29</Date>
<Summary>A great account of a tricky situation</Summary>
<Content>In this witty book author Joe Bloggs recounts the
challenges of being given one of the world's most common
names. </Content>
</Review>
</CustomerReviews>
</Customer>

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<?xml version='1.0' encoding='UTF-8'?>

<rdf:RDF
xmlns:rdf="http://www.w3.org/1999/02/22-rdf-syntax-ns#"
xmlns:rdfs="http://www.w3.org/2000/01/rdf-schema#"
xmlns:owl="http://www.w3.org/2002/07/owl#"
xmlns:foaf="http://xmlns.com/foaf/0.1/">

<foaf:Person rdf:about="http://www.joebloggs.com/joe">
<foaf:name>Joe Bloggs</foaf:name>
<foaf:homepage rdf:resource="http://www.joebloggs.com/"/>
</foaf:Person>
</rdf:RDF>

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5.3.2. Using RDF for Data Integration

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5.3.3. Linked Data

I,2*#$/!+&11$/$,6$!($*E$$,![5Z!.,+!G.,&00.!rUS!&%!*#.*![5Z!.002E%!).6#&,$B/$.+.(0$!

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<span></span>! *.4%! E&*#&,! .,! Q"US! +26')$,*! NE&*#2'*! '%&,4! .,6#2/! *.4%! <a

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<?xml version='1.0' encoding='UTF-8'?>

<rdf:RDF
xmlns:rdf="http://www.w3.org/1999/02/22-rdf-syntax-ns#"
xmlns:rdfs="http://www.w3.org/2000/01/rdf-schema#"
xmlns:owl="http://www.w3.org/2002/07/owl#"
xmlns:foaf="http://xmlns.com/foaf/0.1/">
<foaf:Person rdf:about="http://kmi.open.ac.uk/people/tom/">
<foaf:name>Tom Heath</foaf:name>
<owl:sameAs rdf:resource=
"http://identifiers.kmi.open.ac.uk/people/tom-heath/"/>
<owl:sameAs rdf:resource="http://revyu.com/people/tom/"/>
<owl:sameAs rdf:resource=
"http://my.opera.com/tomheath/xml/foaf/#me"/>
</foaf:Person>

</rdf:RDF>

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5.3.4. Querying RDF Data

D$(! :$/G&6$%! *#.*! -'(0&%#! G.,&00.! rUS! /$3'&/$! .--0&6.*&2,! +$G$02-$/%! *2! -./%$! rUS!

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YR"! /$3'$%*%! .4.&,%*! /$)2*$! L$,+-2&,*%LJ! /$*'/,&,4! +.*.! *#.*! 6.,! ($! -/26$%%$+! '%&,4!

%*.,+./+!62+$J!&//$%-$6*&G$!21!*#$!$,+-2&,*%!',+$/08&,4!&)-0$)$,*.*&2,H!5$G$02-$/%!)'%*!

%&)-08! C,2E! *#$! %*/'6*'/$! 21! *#$! [5Z! 4/.-#! ($#&,+! *#$! $,+-2&,*! &,! 2/+$/! *2! E/&*$! *#$!

.--/2-/&.*$!3'$/8H!

5.3.5. Summary

"#$%$! 6#./.6*$/&%*&6%! ).C$! [5Z! .,! &+$.0! *$6#,20248! 12/! 10$K&(0$! &,*$4/.*&2,! 21!

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A*! %#2'0+! ($! ,2*$+! *#.*! &,! *#&%! 6.%$! :$).,*&6! D$(! *$6#,2024&$%! ./$! '%$+! %&)-08! .%! .!

-0.*12/)! 12/! &,*$4/.*&2,! 21! #$*$/24$,$2'%! +.*.H! "#&%! &%! &,! 62,*/.%*! *2! E2/C! (8! .'*#2/%!

%'6#!.%!S2&c2'!.,+!5.%).#.-.*/.!N>??dO!.,+!9.,*.+2/J!9.%*$00%!.,+!\$0024u,!N>??eO!*#.*!

.**$)-*%!*2!$K-02&*!2,*2024&$%!.%!*#$!(.%&%!12/!-/2G&+&,4!&*$)B6$,*/&6!/$62))$,+.*&2,%H!

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5.4. Sources of Social Network Data

U.,8! -2*$,*&.0! %2'/6$%! 21! %26&.0! ,$*E2/C! +.*.! $K&%*! 2,! *#$! D$(J! -./*&6'0./08! &,! %26&.0!

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-'(0&%#$+! &,! 12/).*%! *#.*! .112/+! $.%8! &,*$4/.*&,4! .,+! 0&,C&,4! E&*#! +.*.! 1/2)! 2*#$/!

%2'/6$%H!92,%$3'$,*08!*#&%!/$%$./6#!'%$%!%26&.0!,$*E2/C!+.*.!-'(0&%#$+!&,![5Z!'%&,4!*#$!

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FOAF Data

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FOAF Data FOAF Data Interface
Repository SPARQL Endpoint SPARQL
Hoonoh.com Endpoint

query
social network data
results

User FOAF Hoonoh Query

File Handling and Hoonoh
social Triplestore
Relevance Ranking trust metrics
network data

Trust Computation Subsystem trust metrics

Trust Evidence trust evidence trust evidence Trust Metric

Aggregation Trust Evidence Generation
Cache

review tagging assorted

data data data types

reviews
(write)
Revyu Public
Revyu Revyu User del.icio.us Semantic Web
SPARQL
Triplestore reviews Interface API
Endpoint
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Revyu.com Third-party Data Sources

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6.6.2. Inferring the Type of Reviewed Items

Identifying Films on Revyu

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Identifying Books on Revyu

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6.6.3. Identifying Related Tags

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6.7. The Role of Links in Identifying Reviewed Items

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6.13. Conclusions

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7. Hoonoh: Source-centric Information-

seeking with Trusted Social Networks

7.1. Introduction

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7.2. Computing Knowledge and Trust Relationships:

The Hoonoh Algorithms

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7.2.1. Input Data to Hoonoh Algorithms

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7.2.2. Tags as Topics

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7.2.3. Proxy Metrics

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the recommendation-seeking; this may be formally validated through qualifications or

acquired over time._!

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7.2.4. Computing Trust Metrics from Revyu Data

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%#2E,!&,!".(0$!TJ!".(0$!<!.,+!".(0$!X!*2!&00'%*/.*$!*#$!+&%*/&('*&2,!21!G.0'$%!&,!*#$!2'*-'*!

21!$.6#!.042/&*#)H!"#$%$!%*.*&%*&6%!E$/$!4$,$/.*$+!1/2)!.!%,.-%#2*!21!*#$![$G8'!+.*.!%$*!

*.C$,! 2,! ;;H;;H>??eH! "#&%! %$*! E.%! %'(M$6*$+! *2! .! %).00! .)2',*! 21! +.*.! 60$.,&,4! *2!

/$)2G$! +'-0&6.*$! /$G&$E%! .,+! *8-&,4! $//2/%! &,! *.4%J! .,+! *2! $,%'/$! 62,%&%*$,68! &,! *#$!

%8,*.6*&6! 12/)! 21! *.4%! '%$+! (8! /$G&$E$/%! N$H4H! /$-0.6&,4! L)&0*2,C$8,$%L! E&*#! L)&0*2,B

C$8,$%LOH!I1*$/!60$.,&,4!*#$!+.*.!%$*!62,%&%*$+!21!Xe;!/$G&$E%!E/&**$,!(8!;TW!/$G&$E$/%J!

1/2)!E#&6#!*#$!.042/&*#)%!-/2+'6$+!.!1&,.0!Q22,2#!+.*.!%$*!21!>XX?W!*/&-0$%H!!

Usage Algorithm (Experience)

\/2.+08!%-$.C&,4!*#&%!.042/&*#)!4$,$/.*$%!-$/%2,!ĺ!*2-&6!'%.4$!)$*/&6%!(8!6.06'0.*&,4!

E#.*!-/2-2/*&2,!21!.00!&*$)%!*.44$+!E&*#!.!-./*&6'0./!*.4!*#.*!-$/%2,!#.%!/$G&$E$+H!"#$!

.042/&*#)!&%!%#2E,!.%!-%$'+2B62+$!&,!Z&4'/$!;eH!

! ;d;
A,12/).*&2,B%$$C&,4!2,!*#$!D$(!E&*#!"/'%*$+!:26&.0!F$*E2/C%!

$tags = all tags in Revyu

for each ($tags as $tag) {

$things = all things tagged with $tag

$reviewers = all reviewers who have reviewed at least one of $things

for each ($reviewers as $reviewer) {

$count[$reviewer][$tag] =

count(number of $things reviewed by $reviewer)

$maxcount = highest($count)

for each ($count[$reviewer][$tag]) {

$usage[$reviewer][$tag] =

$count[$reviewer][$tag]/($maxcount + $constant)

Z&4'/$!;eH!^%.4$!NRK-$/&$,6$O!.042/&*#)!&,!-%$'+2B62+$!

"#$! $usage[$reviewer][$tag]! %62/$! -/2G&+$%! .! /$0.*&G$! )$.%'/$! 21! .,! &,+&G&+'.0L%!

$K-$/&$,6$!21!.!*2-&6J!(.%$+!2,!+.*.!.G.&0.(0$!E&*#&,![$G8'J!.,+!6.,!($!/$-/$%$,*$+!(8!

*#$!12002E&,4!$3'.*&2,J!E#$/$!e!%*.,+%!12/!*#$!'%.4$!%62/$J!c!12/!*#$!/$G&$E$/L%!*.4!62',*!

N&H$H!$count[$reviewer][$tag]OJ!m!12/!*#$!$maxcount!.,+!k!12/!*#$!62,%*.,*J!*#$,b!

c
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mk

92,%$3'$,*08J!*#$!'%.4$!%62/$!e!E&00!.0E.8%!#.G$!.!G.0'$!4/$.*$/!*#.,!?!.,+!0$%%!*#.,!;H!

[$G&$E$/%!E#2!#.G$!,2*!/$G&$E$+!&*$)%!*.44$+!E&*#!.!-./*&6'0./!*.4!./$!%&)-08!$K60'+$+!

1/2)!*#$!6.06'0.*&2,%!12/!*#.*!*.4J!).C&,4!G.0'$%!21!?!&)-2%%&(0$H!Z'/*#$/)2/$J!.%%')&,4!

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 "2)!Q$.*#!

*#.*!*#$!62,%*.,*!&,!*#$!.042/&*#)!&%!4/$.*$/!*#.,!?J!*#$,!$G$,!E#$/$!*#$!G.0'$!21!c!&%!$3'.0!

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A,! 4$,$/.0J! *#$! /20$! 21! *#$! 62,%*.,*!k!&,!*#$!$3'.*&2,!.(2G$!&%!*2!)$+&.*$!*#$!$11$6*%!2,!

'%.4$!%62/$%!21!02E!,')($/%!21!/$G&$E%!/$0.*$+!*2!.!-./*&6'0./!*2-&6H!Z2/!$K.)-0$J!E#$/$!

.!*.4!$K&%*%!*#.*!#.%!2,08!($$,!.%%26&.*$+!E&*#!2,$!&*$)J!E#&6#!#.%!&,!*'/,!($$,!/$G&$E$+!

(8!2,08!2,$!-$/%2,J!*#$!).K&)')!'%.4$!%62/$!*#$!/$G&$E$/!6.,!/$6$&G$!12/!*#.*!*2-&6!&%!

+$1&,$+!(8b!

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%6$,./&2H!I%!*#$!,')($/!21!/$G&$E%!21!&*$)%!/$0.*$+!*2!.!-./*&6'0./!*2-&6!&,6/$.%$%!N.,+!

*#$!.66'/.68!21!'%.4$!)$*/&6%!-/$%').(08!&,6/$.%$%!+'$!*2!*#$!0./4$/!.)2',*!21!+.*.!2,!

E#&6#!*2!(.%$!*#$!62)-'*.*&2,O!*#$!62,%*.,*!k!#.%!/$0.*&G$08!0$%%!&)-.6*H!

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&1!2,$!-$/%2,!/$G&$E%!.!#2*$0!.,+!%&)-08!*.4%!&*!L#2*$0L!('*!.!%$62,+!-$/%2,!*.4%!&*!L#2*$0L!

.,+! L.662))2+.*&2,LJ! *#$! 1&/%*! E&00! .0%2! /$6$&G$! .! '%.4$! %62/$! 12/! *#$! *2-&6!

L.662))2+.*&2,L! .%! (2*#! /$G&$E%! ./$! 21! *#$! %.)$! &*$)H! "#&%! #$0-%! $,%'/$! .! (/2.+$/!

%-/$.+!21!$K-$/&$,6$!%62/$%!.6/2%%!/$0.*$+!*2-&6%!.,+!)&*&4.*$%!-2%%&(0$!,$4.*&G$!$11$6*%!

21!+&11$/$,*!&,+&G&+'.0%!'%&,4!+&11$/$,*!*$/)&,20248!E#$,!/$1$//&,4!*2!*#$!%.)$!*2-&6H!

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Usage Score Frequency Usage Score Frequency Usage Score Frequency

0.9420 1 0.2857 6 0.0769 1
0.9070 1 0.2727 2 0.0741 10
0.8889 1 0.2500 6 0.0714 6
0.8824 1 0.2222 5 0.0698 3
0.8710 1 0.2143 1 0.0667 14
0.8667 1 0.2083 2 0.0588 2
0.8519 1 0.2000 1967 0.0580 1
0.8400 1 0.1852 2 0.0556 10
0.8333 2 0.1818 4 0.0500 8
0.8000 1 0.1667 224 0.0465 8
0.7778 1 0.1481 1 0.0435 3
0.7333 2 0.1429 50 0.0417 30
0.7143 2 0.1333 3 0.0400 6
0.6923 1 0.1250 30 0.0370 6
0.6667 5 0.1111 24 0.0333 12
0.6364 6 0.1000 8 0.0323 6
0.6000 5 0.0930 1 0.0294 11
0.5556 6 0.0909 16 0.0290 10
0.5000 17 0.0882 1 0.0278 12
0.4286 37 0.0833 23 0.0233 25
0.3333 171 0.0800 2 0.0145 18
".(0$!TH!5&%*/&('*&2,!21!'%.4$!N$K-$/&$,6$O!%62/$%!&,!.!%.)-0$!Q22,2#!+.*.!%$*!

"#$!0./4$!,')($/!21!$K-$/&$,6$!%62/$%!21!?H>???!-/&)./&08!/$10$6*%!*#$!,')($/!21!6.%$%!

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%62/$!e!21b!

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Credibility Algorithm (Expertise)

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,')$/&6.0! /.*&,4! 62)-2,$,*! 21! $.6#! /$G&$E! *2! *#$! )$.,! /.*&,4! 21! *#.*! &*$)! .6/2%%! .00!

'%$/%H!I!)$.,!&%!*#$,!*.C$,!21!.00!.!/$G&$E$/L%!/$G&$EB%-$6&1&6!6/$+&(&0&*8!%62/$%!12/!&*$)%!

*.44$+! E&*#! .! -./*&6'0./! *.4J! *2! -/2+'6$! .! /$G&$E$/L%! 6/$+&(&0&*8! %62/$! 12/! *#.*! *2-&6H! I!

-%$'+2B62+$!/$-/$%$,*.*&2,!21!*#$!.042/&*#)!&%!%#2E,!&,!Z&4'/$!;@H!

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 "2)!Q$.*#!

$tags = all tags in Revyu

for each ($tags as $tag) {

$things = all things tagged with $tag

for each ($things as $thing) {

$reviews = all reviews of $thing

if (count($reviews) > 1) {

$meanrating = mean($reviews['rating'])

for each ($reviews as $review) {

$ratingdistance[$review] =

absolutevalueof($meanrating-$review[rating])

$adjustedratingdist[$review] =

$ratingdistance[$review]/($ratingmax–1)

$credibility[$review] = 1-$adjustedratingdist

$credibilitysum[$reviewer] += $credibility[$review]

$count[$reviewer]++

$credibility[$reviewer][$tag] =

$credibilitysum[$reviewer]/$count[$reviewer]

Z&4'/$!;@H!9/$+&(&0&*8!NRK-$/*&%$O!.042/&*#)!&,!-%$'+2B62+$!

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E&*#!.!G.0'$!21!XJ!/$-/$%$,*&,4!*#$!).K&)')!-2%%&(0$!/.*&,4!*#.*!6.,!($!4&G$,!*2!.,!&*$)!

&,![$G8'H!"#&%!62,%*.,*!&%!.,!$%%$,*&.0!62)-2,$,*!21!*#$!.042/&*#)!.%!&*!.002E%!*#$!L/.*&,4!

+&%*.,6$L!21!.!-./*&6'0./!/$G&$E!*2!($!.+M'%*$+!*2!.!G.0'$!21!0$%%!*#.,!2/!$3'.0!*2!;J!E#&6#!

%&)-0&1&$%!*#$!62)(&,.*&2,!21!*/'%*!)$*/&6%!.6/2%%!)'0*&-0$!1.6*2/%H!D#&0%*!*#$!).K&)')!

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($!$3'.0!*2!*#$!G.0'$!21!$ratingmax-1H!

P,$!.++&*&2,.0!62,%*/.&,*!#./+E&/$+!&,*2!*#$!.042/&*#)!&%!*#$!$K60'%&2,!21!&*$)%!*#.*!#.G$!

2,08! ($$,! /$G&$E$+! 2,6$H! "#&%! -/$G$,*%! *#$! .%%&4,)$,*! 21! 6/$+&(&0&*8! G.0'$%! 21! ;! *2!

&,+&G&+'.0%!E#2%$!/$G&$E%!#.G$!,2*!($$,!G.0&+.*$+!(8!.,8!2*#$/!/$G&$E$/%H!

Credibility Frequency Credibility Frequency Credibility Frequency

Score Score Score
1.0000 625 0.8906 1 0.7918 1
0.9792 1 0.8834 1 0.7834 1
0.9688 2 0.8792 1 0.7813 1
0.9500 1 0.8750 159 0.7500 149
0.9375 18 0.8542 2 0.7292 1
0.9197 1 0.8500 14 0.6875 1
0.9168 57 0.8438 2 0.6668 51
0.9167 4 0.8417 1 0.6250 31
0.9028 1 0.8334 1 0.5833 5
0.9000 26 0.8333 46 0.5000 30
0.8958 3 0.8250 1 0.3333 17
0.8947 1 0.8125 5
".(0$!<H!5&%*/&('*&2,!21!6/$+&(&0&*8!N$K-$/*&%$O!%62/$%!&,!.!%.)-0$!Q22,2#!+.*.!%$*!

"#$!#&4#!,')($/!21!6/$+&(&0&*8!%62/$%!21!;!%#2E,!&,!".(0$!<!/$10$6*%!*#$!/$0.*&G$08!02E!

+$,%&*8!21!*#$!%.)-0$!+.*.!%$*H!"#$!Xe;!/$G&$E%!/$1$//$+!*2!<dd!',&3'$!*#&,4%J!4&G&,4!.!

)$.,!,')($/!21!/.*&,4%!-$/!&*$)!21!;H>TH!I%!.!/$%'0*J!E#$/$!2,$!*#&,4!E.%!/$G&$E$+!(8!

*E2!-$2-0$!E#2!4.G$!*#$!&*$)!*#$!%.)$!/.*&,4J!$.6#!E2'0+!4$*!.!6/$+&(&0&*8!%62/$!21!;!12/!

$.6#!*2-&6!.%%26&.*$+!E&*#!*#$!/$G&$E$+!&*$)J!',0$%%!*#$8!#.G$!-/2G&+$+!/.*&,4%!21!2*#$/!

*#&,4%!E&*#!*#$!%.)$!*2-&6!.,+!E&*#!E#&6#!2*#$/!-$2-0$!+&%.4/$$H!

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)$+&.*$+!(8!*#$!2G$/.00!,')($/!21!*#&,4%!*#.*!#.G$!($$,!*.44$+!E&*#!.!-./*&6'0./!*.4J!2/!

*#$!,')($/!21!/$G&$E%!21!*#$%$!*#&,4%H!A,!*#$!6.%$!21!'%.4$!*#$%$!)$6#.,&%)%!%$/G$!.,!

&)-2/*.,*! 1',6*&2,! &,! $,%'/&,4! )2/$! (.0.,6$+! '%.4$! %62/$%H! Q2E$G$/J! &,! *#$! 6.%$! 21!

6/$+&(&0&*8J!)$*/&6%!./$!(8!+$1&,&*&2,!)$+&.*$+!(8!*#$!/.*&,4%!21!2*#$/%!.,+!*#$/$12/$!)'%*!

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+.*.H!

A,! 62))2,! E&*#! '%.4$J! *#$! 6/$+&(&0&*8! .042/&*#)! $,.(0$%! )$*/&6%! *2! ($! 4$,$/.*$+! 12/!

-$2-0$!/$4./+&,4!*2-&6%!12/!E#&6#!*#$8!#.G$!,$G$/!'%$+!*#$!62//$%-2,+&,4!*.4J!.%!02,4!.%!

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Affinity Algorithm

D#$*#$/!2/!,2*!.,!.11&,&*8!$K&%*%!($*E$$,!*E2!&,+&G&+'.0%!&%!+$*$/)&,$+!(8!.!62)(&,.*&2,!

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E#&6#!&%!/$1$//$+!*2!#$/$!.%!*#$!L&*$)!2G$/0.-LV!.,+!*#$!62,%&%*$,68!&,!*#$!/.*&,4%!4&G$,!(8!

$.6#! -./*8! *2! &*$)%! (2*#! #.G$! /$G&$E$+V! *#&%! &%! /$1$//$+! *2! .%! *#$! L/.*&,4! 2G$/0.-LH! "#$!

.11&,&*8!.042/&*#)!&%!-/$%$,*$+!&,!-%$'+2B62+$!&,!Z&4'/$!;WH!

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A,12/).*&2,B%$$C&,4!2,!*#$!D$(!E&*#!"/'%*$+!:26&.0!F$*E2/C%!

$reviewers = all reviewers in Revyu

for each ($reviewers as $reviewer) {

$others = all $reviewers excluding $reviewer

$highestitemoverlap = 0 // for highest item overlap between all users

for each ($others as $other) {

$overlappingitems = all items reviewed by both $reviewer and $other

if (count($overlappingitems) > 0) {

if (count($overlappingitems) > $highestitemoverlap) {

$highestitemoverlap = count($overlappingitems)

for each ($overlappingitems as $item) {

$ratingdistance[$item] =

absolutevalueof($reviewer[rating]–$other[rating])

$ratingdistancesum[$reviewer][$other] += $ratingdistance[$item]

$meanratingdistance[$reviewer][$other] =

$ratingdistancesum[$reviewer][$other]/count($overlappingitems)

$adjustedratingdist[$reviewer][$other] =

$meanratingdistance[$reviewer][$other]/($ratingmax-1)

$ratingoverlap[$reviewer][$other] =

1-$adjustedratingdist[$reviewer][$other]

$affinity[$reviewer][$other] =

$ratingoverlap[$reviewer][$other] *

(count($overlappingitems)/$highestitemoverlap)

Z&4'/$!;WH!I11&,&*8!.042/&*#)!&,!-%$'+2B62+$!

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A,! *#$! .042/&*#)J! /.*&,4! 2G$/0.-! &%! )$+&.*$+! (8! *#$! /.*&2! 21! &*$)! 2G$/0.-! ($*E$$,! *E2!

'%$/%! *2! *#$! #&4#$%*! &*$)! 2G$/0.-! ($*E$$,! .,8! '%$/%! &,! *#$! %8%*$)!

N$highestitemoverlapOH! "#&%! .+M'%*)$,*! .G2&+%! 1.0%$! -2%&*&G$%! &,! .11&,&*8! %62/$%!

/$%'0*&,4! 1/2)! 02E! &*$)! 2G$/0.-%H! Z2/! $K.)-0$J! *E2! /$G&$E$/%! ).8! #.G$! /$G&$E$+! 2,$!

&*$)! &,! 62))2,! Ncount($overlappingitems) === 1O! .,+! 4&G$,! *#$! %.)$! 2/! G$/8!

%&)&0./! /.*&,4%V! *#&%! E2'0+! /$%'0*! &,! $ratingdistance[$item]! ($&,4! 02EJ! .,+! 2G$/.00!

$ratingoverlap[$reviewer][$other]! ($&,4! #&4#H! D#&0%*! *#$! *E2! /$G&$E$/%! ).8!

#.--$,! *2! .4/$$! &,! *#$&/! /.*&,4%! 21! *#&%! &*$)J! &,! /$.0&*8! *#$8! ).8! #.G$! .! 02E! 2G$/.00!

.11&,&*8J! E#&6#! E2'0+! ,2*! ($62)$! .--./$,*! E&*#2'*! /$G&$E&,4! )2/$! &*$)%! &,! 62))2,H!

".C&,4! /$0.*&G$! &*$)! 2G$/0.-! &,*2! .662',*! )&*&4.*$%! *#&%! $11$6*H! "#$! 2G$/.00! 2'*62)$! 21!

*#&%! ).8! ($! +$%6/&($+! .%b! /$+'6$! $G$/8! .11&,&*8! %62/$! (8! .,! .)2',*! *#.*! &%! &,G$/%$08!

/$0.*$+!*2!*#$!,')($/!21!2G$/0.--&,4!&*$)%!2,!E#&6#!*#$!.11&,&*8!%62/$!&%!(.%$+H!

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7.2.5. Supplementing Experience Metrics through Additional

Data Sources

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xmlns:xsd="http://www.w3.org/2001/XMLSchema#"
xmlns:owl="http://www.w3.org/2002/07/owl#"
xmlns:hoonoh="http://hoonoh.com/ontology#"
xmlns:foaf="http://xmlns.com/foaf/0.1/"
xml:base="http://hoonoh.com/">
<hoonoh:ExpertiseRelationship
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<hoonoh:from rdf:resource="people/abc123"/>
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xmlns:hoonoh="http://hoonoh.com/ontology#"
xmlns:foaf="http://xmlns.com/foaf/0.1/"
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</foaf:Person>

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7.5.5. Queries for Multiple Topics

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7.5.6. System Implementation

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FOAF Data

Hoonoh User
FOAF Data FOAF Data Interface
Repository SPARQL Endpoint Hoonoh SPARQL
Hoonoh.com Endpoint

query
social network data
results

User FOAF Hoonoh Query

File Handling and Hoonoh
social Triplestore
Relevance Ranking trust metrics
network data

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7.5.7. Summary

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8. Evaluation

8.1. Introduction

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8.2. Design

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.662/+&,4! *2! +&11$/$,*! */'%*! 1.6*2/%H! "#$! /.,C&,4%! 4$,$/.*$+! (8! *#$! %8%*$)! E$/$! *#$,!

62)-./$+!*2!-./*&6&-.,*%L!2E,!/$-2/*%!21!#2E!*#$8!E2'0+!/.,C!*#$!2*#$/!-./*&6&-.,*%!.%!

&,12/).*&2,!%2'/6$%!12/!*#$!*2-&6%!&,!3'$%*&2,H!

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#').,!-$/12/).,6$!21!$3'&G.0$,*!*.%C%`L!

"#&%!3'$%*&2,!6.,!($!/$-#/.%$+!&,!)2/$!2-$/.*&2,.0!*$/)%!.%b!

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%2'/6$%!&,!/$62))$,+.*&2,B%$$C&,4!%6$,./&2%`L!

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y Q?b! *#$/$! E&00! ($! ,2! 62//$0.*&2,! ($*E$$,! -./*&6&-.,*%! /.,C&,4! 21! -2*$,*&.0!

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y Q;b! *#$/$! E&00! ($! .! %&4,&1&6.,*! -2%&*&G$! 62//$0.*&2,! ($*E$$,! -./*&6&-.,*%! /.,C&,4! 21!

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-/2+'6$+!(8!*#$!Q22,2#!.042/&*#)%H!

8.3. Method

8.3.1. Participants

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.%!.!-2*$,*&.0!%2'/6$H!

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LC,2E,,$%%L!($*E$$,!*#$%$!&,+&G&+'.0%!E.%!+$$)$+!*22!02E!*2!($!'%$1'0!&,!*#$!$G.0'.*&2,H!

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&,%'11&6&$,*!12/!*#$%$!-'/-2%$%H!

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%'(M$6*&G$! +2).&,! &,! E#&6#! .11&,&*8! ).8! -0.8! .! /20$! &,! %2'/6$! %$0$6*&2,J! E#&0%*!

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$K-$/*&%$!).8!($!($,$1&6&.0H!

8.3.2. Procedure

I00! ;e! -./*&6&-.,*%! E$/$! .%C$+! *2! '%$! [$G8'! *2! 6/$.*$! %&K! /$G&$E%V! *E2! $.6#! 1/2)! *#$!

12002E&,4!*#/$$!6.*$42/&$%H!RK-0.,.*2/8!,2*$%!4&G$,!*2!-./*&6&-.,*%!./$!%#2E,!&,!(/.6C$*%b!

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y Things in Milton Keynes!N"#&%!)&4#*!($!.!-'(J!/$%*.'/.,*J!%#2-J!%$/G&6$!2/!0$&%'/$!

.6*&G&*8H!Q.G$!.!022C!.*!#**-bjj/$G8'H62)j*.4%j)&0*2,BC$8,$%!12/!%2)$!&+$.%!21!*#&,4%!

*2!/$G&$EHO!

y Consumer Electronics Items!N"#&%!)&4#*!($!.!,$E!6.)$/.J!)2(&0$!-#2,$J!&72+!2/!

-&$6$! 21! 62)-'*$/! #./+E./$H! A1! 82'! ./$! ',%'/$! E#.*! *2! /$G&$EJ! *#&,C! 21! *#$! 0.%*!

$0$6*/&6.0!&*$)%!82'!(2'4#*!.,+!62,%&+$/!/$G&$E&,4!*#2%$H!A1!82'!M'%*!6.,!,2*!*#&,C!21!

E#.*! *2! /$G&$E! &,! *#&%! 6.*$42/8J! /$G&$E! $K*/.! &*$)%! &,! *#$! ,$K*! 6.*$42/8! NA*$)%! 21!

m2'/!9#2&6$OHO!

y Other Items of Your Choice!N"#&%!6.,!($!.,8*#&,4!82'!0&C$! N.0*#2'4#! -/$1$/.(08!

,2*! -$2-0$aOH! I! (22CJ! 1&0)J! 2/! )'%&6! .0(')! 6.,! .00! ($! 422+! 6#2&6$%J! .%! 6.,! 2*#$/!

*#&,4%!&,!U&0*2,!]$8,$%!*#.*!82'!)&4#*!,2*!#.G$!/$G&$E$+!',+$/!*#$!1&/%*!6.*$42/8J!

2/!*#&,4%!026.*$+!&,!.,2*#$/!*2E,j6&*8j62',*/8HO!

"#$!-/$6&%$!*8-$!21!&*$)%!*2!($!/$G&$E$+!E.%!+$0&($/.*$08!0$1*!022%$08!%-$6&1&$+!&,!2/+$/!

*2! .002E! -$/%2,.0! &,*$/$%*%! *2! &,10'$,6$! *#$! /$%'0*%H! Z2/! $K.)-0$J! %2)$2,$! E#2! $,M28%!

$.*&,4! 2'*! .,+! *#$/$12/$! #.%! $K*$,%&G$! $K-$/&$,6$! 21! /$%*.'/.,*%! ).8! 6#22%$! *2! /$G&$E!

&*$)%! 21! *#&%! *8-$H! A,! 62,*/.%*J! /$3'&/&,4! %2)$2,$! E&*#! 0&**0$! &,*$/$%*! &,! *#&%! +2).&,! *2!

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E#&6#!*#$8!#.G$!/$0.*&G$08!0&**0$!C,2E0$+4$!.,+!E2'0+!,2*!2*#$/E&%$!6#22%$!*2!/.*$!&*$)%H!

"#$!1/$3'$,68!21!/$G&$E%!6/$.*$+!(8!$.6#!-./*&6&-.,*!&%!%#2E,!&,!".(0$!d!($02EH!

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Participant A B C D E F G H I J K L M N O P Q

Reviews
6 6 6 5 18 7 6 10 6 10 11 6 4 6 12 6 8
Created

".(0$!dH!Z/$3'$,68!21!/$G&$E%!6/$.*$+!(8!$.6#!-./*&6&-.,*!&,!*#$!$G.0'.*&2,!

"#$!#&4#$/!1/$3'$,6&$%!%#2E,!&,!*#$!*.(0$!/$-/$%$,*!-./*&6&-.,*%!E#2!E$/$!$K&%*&,4!'%$/%!

21! *#$! %&*$! .,+! #.+! .0/$.+8! 62,*/&('*$+! /$G&$E%! -/&2/! *2! *.C&,4! -./*! &,! *#&%! $G.0'.*&2,H!

"#$%$! &,+&G&+'.0%! E$/$! &,G&*$+! *2! 62,*/&('*$! .++&*&2,.0! /$G&$E%! %-$6&1&6.008! 12/! *#$!

$G.0'.*&2,J!('*!,2*!/$3'&/$+!*2!+2!%2!&1!*#$&/!/$G&$E%!.0/$.+8!)$*!*#$!/$3'&/$)$,*%!21!*#$!

.,.08%&%H!

F2*!.00!-./*&6&-.,*%!-/2G&+$+!.!%'11&6&$,*!,')($/!21!*#$!/$3'&/$+!*8-$!21!/$G&$E%!*2!1'008!

)$$*!*#$!6/&*$/&.H!Z2/!$K.)-0$J!*E2!-./*&6&-.,*%!NL9L!.,+!LYLO!E$/$!2,08!.(0$!*2!/$G&$E!2,$!

*#&,4!E&*#&,!U&0*2,!]$8,$%!+'$!*2!0&)&*$+!1.)&0&./&*8!E&*#!*#$!*2E,H!7./*&6&-.,*%!Z!.,+!7!

2,08! /$G&$E$+! 2,$! 62,%')$/! $0$6*/2,&6%! &*$)J! E#&0%*! 5! .,+! U! /$G&$E$+! ,2,$! .*! .00H!

7./*&6&-.,*! U! 2,08! /$G&$E$+! *#&,4%! &,! U&0*2,! ]$8,$%J! 2)&**&,4! *2! /$G&$E! 62,%')$/!

$0$6*/2,&6%!&*$)%H!5$%-&*$!*#$%$!+&%6/$-.,6&$%J!.00!-./*&6&-.,*%!E$/$!/$*.&,$+!.*!*#&%!%*.4$!

21!*#$!%*'+8!&,!6.%$!1'/*#$/!&,%&4#*%!62'0+!($!4.&,$+!1/2)!-./*&6&-.,*%!E&*#!02E!,')($/%!

21!/$G&$E%H!

P,08!/.*&,4!+.*.!1/2)![$G8'!E.%!'%$+!&,!*#$!$G.0'.*&2,J!&,!2/+$/!*2!.%%$%%!*#$!3'.0&*8!21!

/$%'0*%!+$/&G$+!1/2)!*#$!62/$!Q22,2#!.042/&*#)%H!

A,! 7#.%$! >! 21! *#$! %*'+8! $.6#! -./*&6&-.,*! E.%! 4&G$,! .! 3'$%*&2,,.&/$! *#.*! 2'*0&,$+! *E2!

%6$,./&2%J!/$-/2+'6$+!($02Eb!

Scenario 1 - Restaurant Recommendations in Milton Keynes!

LA).4&,$!82'!./$!-0.,,&,4!*2!*.C$!.!1/&$,+!2'*!12/!.!)$.0!&,!U&0*2,!

]$8,$%J!.,+!,$$+!.!/$%*.'/.,*!/$62))$,+.*&2,HL!
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Scenario 2 - Camera Recommendations!

LA).4&,$!82'!./$!022C&,4!*2!('8!.!,$E!6.)$/.!21!-/21$%%&2,.0!3'.0&*8J!

.,+!,$$+!.!/$62))$,+.*&2,!.(2'*!E#&6#!)2+$0!*2!('8HL

\$02E!$.6#!%6$,./&2!*#$!3'$%*&2,,.&/$!0&%*$+!.00!2*#$/!&,+&G&+'.0%!*.C&,4!-./*!&,!*#$!%*'+8!

&,!.!/.,+2)!2/+$/J!.,+!*#$!-./*&6&-.,*!E.%!.%C$+!*2!/.,C!*#$%$!&,+&G&+'.0%!.662/+&,4!*2!

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.,+!6.)$/.%!%6$,./&2%H!

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-./*&6&-.,*%! %$0$6*&G$08! .**$,+! *2! &,12/).*&2,! *#.*! 1&*%! *#$&/! $K&%*&,4! %6#$).%O! .,+!

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%$$C&,4OH!

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$K-0.&,&,4!*#$!/.,C&,4!-/26$+'/$b!

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*#$)!',/.,C$+J!#2E$G$/!+2!-0$.%$!*/8!.,+!/.,C!.%!).,8!21!*#$!,.)$%!

.%!-2%%&(0$HL!

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*#.*! &,60'+$+! .00! /$G&$E%! 6/$.*$+! (8! -./*&6&-.,*%! &,! *#$! %*'+8H! "#$! Q22,2#! .042/&*#)%!

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I!%26&.0!,$*E2/C!+$1&,&*&2,!E.%!6/$.*$+!12/!$.6#!-./*&6&-.,*!'%&,4!*#$!ZPIZ!G26.('0./8H!

"#&%!%&)-08!%*.*$+!*#.*!$.6#!-./*&6&-.,*! foaf:knows!.00!2*#$/!&,+&G&+'.0%!*.C&,4!-./*!&,!

*#$! %*'+8H! P*#$/! /$G&$E$/%! E#2! .! -./*&6&-.,*! ).8! C,2EJ! .,+! 1/&$,+%! 21! 1/&$,+%J! E$/$!

$K60'+$+! 1/2)! *#&%! ZPIZ! 1&0$J! .%! $G.0'.*&2,! +.*.! E.%! ,2*! ($&,4! 6200$6*$+! 1/2)! *#$%$!

&,+&G&+'.0%H!A,!%'))./8J!*#$!,$*E2/C!E.%!0&)&*$+!*2!.!/.+&'%!21!2,$!#2-!.,+!2,08!*#2%$!

&,+&G&+'.0%!E#2!E$/$!-./*&6&-.*&,4!&,!*#$!%*'+8H!

8.4. Analysis

"/'%*!)$*/&6%!*#.*!/$0.*$+!*2!*#$!$G.0'.*&2,!-./*&6&-.,*%!E$/$!'%$+!&,!62)(&,.*&2,!E&*#!*#$!

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Ranking 1 Ranking 2 Ranking 3 Ranking 4 Ranking 5

Experience
1 1 1 1 1
Weight

Expertise
0 1 2 0 0
Weight

Affinity
0 0 0 1 2
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Critical Value Ranking 1 Ranking 2 Ranking 3 Ranking 4 Ranking 5

Participant n
(p = 0.05) r r r r r
A 8 0.643 0.443 -0.024 0.190 0.310 0.310
B 7 0.714 0.364 0.432 0.396 0.364 0.364
D 14 0.464 0.288 0.101 0.119 0.232 0.232
E 9 0.600 0.661 0.717* 0.65 0.661 0.661
F 16 0.429 0.586 0.015 0.012 0.586 0.586
G 10 0.564 0.200 -0.188 -0.164 0.200 0.200
H 16 0.429 0.049 0.320 0.346 -0.021 -0.021
I 7 0.714 -0.036 0.071 0.071 -0.036 -0.036
J 12 0.503 0.223 -0.301 -0.252 0.223 0.223
K 16 0.429 0.211 -0.015 -0.018 0.277 0.277
L 16 0.429 0.296 0.075 0.060 0.296 0.296
M 16 0.429 0.467 0.180 0.159 0.357 0.348
N 13 0.484 0.590 0.209 0.132 0.595 0.595
O 11 0.536 -0.083 0.351 0.405 -0.032 -0.032
P 9 0.600 0.153 0.067 0.067 0.209 0.209
Q 16 0.429 0.361 0.243 0.231 0.361 0.361

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9. Conclusions and Outlook

9.1. Summary of the Research

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9.2. Contributions of the Research

9.2.1. Contribution 1

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9.2.2. Contribution 2

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9.2.3. Contribution 3

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9.2.4. Contribution 4

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9.2.5. Summary

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9.3. Limitations and Future Work

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Additional Data Sources

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9.3.3. Reliance on Proxy Metrics

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9.3.4. Exploiting Semantics for Trust Generation

Tagging with more Semantics

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Semantic Propagation of Trust Relationships

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Trust Decay

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Appendices

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Appendix A: Interview Script

!

! ><<
 Tom Heath, KMi, 25 October 2005

Preamble (Experimenter's Prompts)

1. Disclosure: Data will all be anonymised. The study can be stopped at any time for any reason
and all data destroyed, you just have to ask.

2. I’m carrying out a study into how people use recommendations from those around them to
help carry out tasks or solve problems. I will read you some scenarios and ask you some
questions about how you would approach the problems in these scenarios.

3. Please answer the questions in as much detail as possible, explaining the reasons for any
decisions you make. There are no wrong answers; I’m just interested in how you approach
the problem.

Scenarios
Scenario 1

You move into a new house that requires renovation, including some substantial plumbing work.

- Who would you ask about recommended plumbers? Please be specific and cite
individuals or groups of people if possible. Why would you ask this
person/group?
- Is there anyone you wouldn’t ask? Why not?

- If the first person or group you sought the recommendation from was not
available, who would you ask next? Why?

- If this recommendation turned out to be a poor one, what effect would that have
on your seeking of recommendations from that person or group in the future in
the same topic area? What about in different areas?

Scenario 2

You are travelling to Madrid on business and need to find a hotel to stay in during your visit.

- Who would you ask about recommended hotels? Please be specific and cite
individuals or groups of people if possible. Why would you ask this
person/group?
- Is there anyone you wouldn’t ask? Why not?

- If the first person or group you sought the recommendation from was not
available, who would you ask next? Why?

- If this recommendation turned out to be a poor one, what effect would that have
on your seeking of recommendations from that person or group in the future in
the same topic area? What about in different areas?

Scenario 3

You are suffering from moderate and ongoing back pain and need to find some ways of getting it
treated.
 Tom Heath, KMi, 25 October 2005

- Who would you ask about recommended ways of getting it treated? Please be
specific and cite individuals or groups of people if possible. Why would you ask
this person/group?
- Is there anyone you wouldn’t ask? Why not?

- If the first person or group you sought the recommendation from was not
available, who would you ask next? Why?

- If this recommendation turned out to be a poor one, what effect would that have
on your seeking of recommendations from that person or group in the future in
the same topic area? What about in different areas?

Scenario 4

You are planning a holiday to the east coast of the USA and need to find some information about
how to spend your time there.

- Who would you ask about recommended activities? Please be specific and cite
individuals or groups of people if possible. Why would you ask this
person/group?
- Is there anyone you wouldn’t ask? Why not?

- If the first person or group you sought the recommendation from was not
available, who would you ask next? Why?

- If this recommendation turned out to be a poor one, what effect would that have
on your seeking of recommendations from that person or group in the future in
the same topic area? What about in different areas?

Prompt questions if participant has real examples of their own

1) What was the information you needed?

2) Who did you ask, and why specifically did you choose them?
3) Were they able to give an answer?
4) If so, did it prove useful? If not, what did you do next?
5) How did that outcome influence your willingness to seek/accept advice from them in the
future?
 "2)!Q$.*#!

Appendix B: Master list of themes and

superordinate themes identified in the
interview study
!

! ><e
 Interview study on source selection in recommendation seeking: themes identified – Tom Heath

1. People you would ask

Why would you ask them?

Themes : expertise, local knowledge, mindset, experience, quality, history, shared interests,
similarity, knowledge, quantity, language used, closeness (relationship-wise), respect, track
record, trust, blameable, contacts, proximity (physical), availability, faith, ability, range
(diversity), validated, insight, taken seriously, helpfulness, gatekeeper, diversity (of opinion),
qualification, appropriateness, knowledge of me, appearance, relevance, authority, suitability,
similar needs, comparability, similar taste, existing bandwidth, standards (similar), similar
values, judgement, viewpoint, individuality, reliability (accuracy), shared background, outlook,
length of knowing, ease of use, specialism, authority, endorsement/validated locally, respect
opinions, standards, preferences, shared likes, like me, like the sound of them, personal
taste.

2. People you would not ask

Why would you not ask them?

Themes: vested interest, inappropriate (socially), no knowledge, no experience, poor track

record, biased, non-constructive, language style, different expectations, poor gatekeeper,
gatekeeper to a poor solution, unqualified, inappropriate source for me, different lifestyle,
inappropriate to your needs, difference in wealth, different priorities, different interests,
infrequent contact, not comfortable with, unrealiable, untrustworthy, untailored to me, no info
about source, no recommendation, different background, different values, company that
wasn't liked, non-specialist

3. Grouped Themes
(the three headings of trust, practicalities and diversity emerged from the data)

Trust
- Knows about these things/May know something about
- Is seen as an expert in, is an authority in
- Has had experience of
- Is like me in some way: standards, viewpoint, outlook, values, background, interests,
approach, mindset, taste, judgement, preferences, shared likes, expectations, lifestyle, needs,
priorities, wealth
- Has given good recommendations in the past
- Is qualified in
- Knows me/would give appropriate solution
- I am close to them/I am comfortable with them
- Is seen as expert in
- Has vested interest in/Is biased

Practicalities
- Is easy to ask/available/
- Has lots of contacts
- Would be helpful/constructive
- Is not appropriate to ask

Diversity
- There are lots of them, wide range
- Would give interesting solutions to
 Interview study on source selection in recommendation seeking: themes identified – Tom Heath

4. Superordinate trust themes

(based on a further grouping of the first set of groupings)

Track Record
- has given good recommendation in the past

Affinity
- is like me in some way
- appropriate solution

Impartiality
- is impartial

Experience Of
- has experience of

Has Expertise In (either acquired or validated)

- knows about these things
- is seen as an expert in
- is qualified in