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      “The Devil You Know Knows Best” – How Online Recommendations Can Benefit From Social Networking

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      proceedings-article
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      Proceedings of HCI 2007 The 21st British HCI Group Annual Conference University of Lancaster, UK (HCI)
      British HCI Group Annual Conference
      3 - 7 September 2007
      Recommender systems, online advice-seeking, social networking, decision support
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            Abstract

            The defining characteristic of the Internet today is an abundance of information and choice. Recommender Systems (RS), designed to alleviate this problem, have so far not been very successful, and recent research suggests that this is due to the lack of the social context and inter-personal trust. We simulated an online film RS with 60 participants, where recommender information was added to the recommendations, and a subset of these were attributed to friends of the participants. Participants overwhelmingly preferred recommendations from familiar recommenders with whom they shared interests and a high rating overlap. When recommenders were familiar, rating overlap was the most important decision factor, whereas when they were unfamiliar, the combination of profile similarity and rating overlap was important. We recommend that RS and social networking functionality should be integrated, and show how RS functionality can be added to an existing social networking system by visualising profile similarity.

            Content

            Author and article information

            Contributors
            Conference
            September 2007
            September 2007
            : 1-11
            Affiliations
            [0001]University College London

            Department of Computer Science

            Gower Street

            London WC1E 6BT
            [0002]University College London

            Department of Psychology

            Gower Street

            London WC1E 6BT
            Article
            10.14236/ewic/HCI2007.8
            4462f7a7-9fdc-435b-8425-5317fb119c03
            © Philip Bonhard et al. Published by BCS Learning and Development Ltd. Proceedings of HCI 2007 The 21st British HCI Group Annual Conference University of Lancaster, UK

            This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

            Proceedings of HCI 2007 The 21st British HCI Group Annual Conference University of Lancaster, UK
            HCI
            21
            Lancaster, UK
            3 - 7 September 2007
            Electronic Workshops in Computing (eWiC)
            British HCI Group Annual Conference
            History
            Product

            1477-9358 BCS Learning & Development

            Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2007.8
            Self URI (journal page): https://ewic.bcs.org/
            Categories
            Electronic Workshops in Computing

            Applied computer science,Computer science,Security & Cryptology,Graphics & Multimedia design,General computer science,Human-computer-interaction
            decision support,Recommender systems,online advice-seeking,social networking

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