Development of Trust Scores in Social Media (TSM) Algorithm and Application to Advertising Practice and Research

Roy, Atanu; Huh, Jisu; Pfeuffer, Alexander; Srivastava, Jaideep

doi:10.1080/00913367.2017.1297272

Cited by 41Digital Marketing and Social MediaAccess Control and TrustPrivacy, Security, and Data Protection

Development of Trust Scores in Social Media (TSM) Algorithm and Application to Advertising Practice and Research

Roy, Atanu, Huh, Jisu, Pfeuffer, Alexander, Srivastava, Jaideep·2017·Journal of Advertising

DOI 10.1080/00913367.2017.1297272

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Abstract

Trust is an important factor, particularly in viral/social advertising, and computing trust scores for individual users of a social network is crucial for several applications in the advertising research and practice. However, research on trust in the advertising field has been limited, and the application of computational trust to advertising research using big data is rare. Addressing the gap in the research literature, this study proposed and empirically tested a new social media analytics method, the Trust Scores in Social Media (TSM) algorithm, for measuring individual users' trust levels in a social network. TSM proposes the concept of negatively reinforced trust scores and introduces two complementary measures of trust, trustingness, and trustworthiness. Another unique and important element in the TSM algorithm is the incorporation of trust-decision involvement to adjust trust scores depending on the level of trust-decision involvement of different networks. Using small survey data and big data from social networks, this study demonstrated the effectiveness of the TSM algorithm. Various applications of the TSM algorithm to viral/social advertising research and practice are also discussed.

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Authors: Roy, A., Huh, J., Pfeuffer, A., & Srivastava, J.
Affiliations: University of Minnesota (US)
Corresponding author: Huh, Jisu
ORCID: Huh, Jisu
Pfeuffer, Alexander
Srivastava, Jaideep
Venue: Journal of Advertising
Publisher: Informa UK Limited
Published: 2017-03-20
Volume: 46
Issue: 2
Pages: 269-282
ISSN: 0091-3367 (ISSN-L)
1557-7805
DOI: 10.1080/00913367.2017.1297272
OpenAlex: W2600788635
Cited by: 41
References: 44
Citations by year: 2026: 2 · 2025: 6 · 2024: 5 · 2023: 2 · 2022: 4 · 2021: 8 · 2020: 4 · 2019: 5 · 2018: 2 · 2017: 3
FWCI: 9.80
Type: journal article
Language: en
Open access: closed
Locations: Journal of Advertising (publishedVersion)
Topics: Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Social Sciences › Sociology and Political Science › Access Control and Trust
Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
Keywords: trust score, social media analytics, computational trust, viral advertising, social advertising, trustworthiness, social networks, big data

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Development of Trust Scores in Social Media (TSM) Algorithm and Application to Advertising Practice and Research

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