Abstract
Trust is a complex human attitude that forms a vital, yet common component of nearly
every aspect of human social behaviour. As a concept, it has been studied in various disci-
plines of humanities in a myriad of different ways, while its use in computer science domains
has met with limited degrees of success. Over the years, it has been observed however, that
trust-aware models offer relevance, transparency and usability in real-world applications. With
computational systems becoming increasingly intelligent, and web-based social networks hav-
ing become ubiquitous in today’s global society, contemporary new dimensions of trust have
emerged. The transformation of the internet into a social web has made it important to under-
stand what trust means in the online world. In this thesis, we aim to extend a formal theory of
trust in the context of social media (in an attempt to bridge the gap between its understanding
in the humanities and computer science) and explore its viability in designing better socio-
technical systems.
We first detail the intricate nature of trust based on theories in philosophical literature. We
discuss how trustworthiness of the trustee, risks, expectations of the trustor, motives, incentives
and skills factor into the attitude that is trust. We discuss ontological and epistemological per-
spectives such as where trust exists, how do we know what we trust and where its value comes
from. We also study its relation to the utilitarian moral theory to see how we can maximize
benefits through good actions. Grounded in these ideas, we argue for the important role played
by it in the effective working of large-scale social networks. We outline a novel multi-class
taxonomical framework comprising of personal, social and functional elements of trust. We
identify how individual traits of users, collective behaviours of communities and the structural
capabilities of the technologies, all contribute to the creation of trust. We expound on the in-
tricate relationships between these three elements and show how institutions, digital semiotics
and value-aligned technologies form strong theoretical and philosophical underpinnings in the
design of these systems.
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Having built the framework, we then depict its feasibility and relevance to real-world sys-
tems through a case study of Wikipedia. We investigate how the different elements of trust
manifest themselves in Wikipedia. We illustrate themes such as purpose, content, systems de-
sign, tasks, etc. and demonstrate the usefulness of the taxonomy in understanding where and
how trust originates, and why readers and editors alike have faith in Wikipedia. And lastly,
we use elements of the framework along with machine learning and tensor factorization meth-
ods to propose a novel, hybrid, trust-based recommendation model to suggest a personalized
list of items to users. We present experimental evaluations of our model on a dataset of TED
videos and show that it outperforms standard existing collaborative filtering and trust-based
approaches. Moreover, subjectively speaking, it scores high on user satisfaction based on pop-
ularity, diversity and freshness