Building reputation and trust using federated search and opinion

mining

Somayeh Khatiban

School of Informatics

Agenda

• Definitions• Reputation Systems• Quality in Review Systems• Trust in Review Systems• Federated Search•Research Question• Methodology (Current Progress)

Definitions

Product Review Systems: Rapid growth of online shopping and social media reading and writing opinions about products

• Online marketplaces (Amazon, eBay)• Online review websites (CNET Reviews)• Question & Answering websites (Yahoo! answers)• Social media (facebook)

Definitions (Cont.)

Lightspeed Research survey: Where do people look for product reviews?

Definitions (Cont.)

Boris discussed that people use social media in different ways to find out about products. people do research on product reviews through collaborative search.

Definitions

Product Review Systems: Opinion or view of one about something (Reputation is also known as rating, referrals, reviews, feedbacks and recommendations).

Online Reputation: The history of entities that inspire an anticipation of future interaction.

Reputation based data: Data generated in the process of tracking an entity’s actions and other entities’ opinions.

Target Entity(Object)

Reputation Data

Ratings

Feedbacks

Rankings

TagsQuestions

&Answers

Reviews

Comments

Recommendations

Reputation Systems

Online MarketplacesAmazoneBay

Business DirectoriesYelpAllinLondon.co.uk

Review Systems CNETCanYouTrustThem.com

Example: When you want to find out more about a particular productDell Laptop D620

Amazon (Marketplace)

cnet (Review System)

Example: When you want to choose a productA Projector

Amazon (Marketplace)

cnet (Review System)

Example: For finding an expert or a serviceHarely Medical Group

CanYouTrustThem(Review System)

All In London(Business Directory)

Trust in Reputation Systems

• The quality of articles varies a lot because of many non-expert writers

• The more attention to opinionated articles, the more spam

• Effect of source of opinions on trust and the factors to measure them

• Which type of reputation is more trusted? (e.g. star rating, review, recommendation) Is it also a trust factor?

• Factors to trust reviews provided by anonymous writers

Federated Search

An information retrieval technique that search multiple resources rather simultaneously than a single centralised retrieval system

Online Marketplaces

Business Directories

SocialMedia

Q&A Tools

- Reviews

- Star Ranking

...

- Feedbacks

-Recommendations

...

- Opinions

- Tags

...

- Opinions- Recommendations...

Research Question

How federated search can help to improve trust in opinion mining?

Matching reviews from one domain to another

Matching reviews from Yelp (a review website) to objects in Yahoo! Directory

Match unstructured text reviews to a structured list of objects.

Yelp.com Yahoo! Business Directory

299,762 reviews12,408 objects

TF-IDF: Query: Reviews Documents: Objects (Restaurant)

TF-IDF+: Query: Objects (Restaurant) Documents: Reviews

RLM: Review Language Model

Methodology (Current progress of research)

Questionnaire survey to find out:

• How users face to enormous amount of opinions

• What types of reputations they trust more?

• Which sources of reputations they trust more?

• Which customer reviews they trust more?

Thank You

Comments?Suggestions?