Predicting Item Adoption Using Social Correlation
Users face a dazzling array of choices on the Web when it comes to choosing which product to buy, which video to watch, etc. The trend of social information processing means users increasingly rely not only on their own preferences, but also on friends when making various adoption decisions. In this...
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sg-smu-ink.sis_research-25212017-12-26T08:12:35Z Predicting Item Adoption Using Social Correlation CHUA, Freddy Chong-Tat LAUW, Hady W. LIM, Ee Peng Users face a dazzling array of choices on the Web when it comes to choosing which product to buy, which video to watch, etc. The trend of social information processing means users increasingly rely not only on their own preferences, but also on friends when making various adoption decisions. In this paper, we investigate the effects of social correlation on users’ adoption of items. Given a user-user social graph and an item-user adoption graph, we seek to answer the following questions: 1) whether the items adopted by a user correlate to items adopted by her friends, and 2) how to incorporate social correlation in order to improve prediction of unobserved item adoptions. We propose the Social Correlation model based on Latent Dirichlet Allocation (LDA) that decomposes the adoption graph into a set of latent factors reflecting user preferences, and a social correlation matrix reflecting the degree of correlation from one user to another. This matrix is learned (rather than pre-assigned), has probabilistic interpretation, and preserves the underlying social network structure. We further devise a Hybrid model that combines a user’s own latent factors with her friends’ for adoption prediction. Experiments on Epinions and LiveJournal data sets show that our proposed models outperform the approach based on latent factors only (LDA). 2011-04-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/sis_research/1522 info:doi/10.1137/1.9781611972818.32 https://ink.library.smu.edu.sg/context/sis_research/article/2521/viewcontent/sdm11.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection School Of Computing and Information Systems eng Institutional Knowledge at Singapore Management University Databases and Information Systems E-Commerce Numerical Analysis and Scientific Computing |
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Databases and Information Systems E-Commerce Numerical Analysis and Scientific Computing CHUA, Freddy Chong-Tat LAUW, Hady W. LIM, Ee Peng Predicting Item Adoption Using Social Correlation |
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Users face a dazzling array of choices on the Web when it comes to choosing which product to buy, which video to watch, etc. The trend of social information processing means users increasingly rely not only on their own preferences, but also on friends when making various adoption decisions. In this paper, we investigate the effects of social correlation on users’ adoption of items. Given a user-user social graph and an item-user adoption graph, we seek to answer the following questions: 1) whether the items adopted by a user correlate to items adopted by her friends, and 2) how to incorporate social correlation in order to improve prediction of unobserved item adoptions. We propose the Social Correlation model based on Latent Dirichlet Allocation (LDA) that decomposes the adoption graph into a set of latent factors reflecting user preferences, and a social correlation matrix reflecting the degree of correlation from one user to another. This matrix is learned (rather than pre-assigned), has probabilistic interpretation, and preserves the underlying social network structure. We further devise a Hybrid model that combines a user’s own latent factors with her friends’ for adoption prediction. Experiments on Epinions and LiveJournal data sets show that our proposed models outperform the approach based on latent factors only (LDA). |
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text |
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CHUA, Freddy Chong-Tat LAUW, Hady W. LIM, Ee Peng |
author_facet |
CHUA, Freddy Chong-Tat LAUW, Hady W. LIM, Ee Peng |
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CHUA, Freddy Chong-Tat |
title |
Predicting Item Adoption Using Social Correlation |
title_short |
Predicting Item Adoption Using Social Correlation |
title_full |
Predicting Item Adoption Using Social Correlation |
title_fullStr |
Predicting Item Adoption Using Social Correlation |
title_full_unstemmed |
Predicting Item Adoption Using Social Correlation |
title_sort |
predicting item adoption using social correlation |
publisher |
Institutional Knowledge at Singapore Management University |
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2011 |
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https://ink.library.smu.edu.sg/sis_research/1522 https://ink.library.smu.edu.sg/context/sis_research/article/2521/viewcontent/sdm11.pdf |
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