Databases and Information Systems Commons^™

Generative Models For Item Adoptions Using Social Correlation, Freddy Chong Tat Chua, Hady Wirawan Lauw, Ee Peng Lim

Research Collection School Of Computing and Information Systems

Users face many choices on the Web when it comes to choosing which product to buy, which video to watch, etc. In making adoption decisions, users rely not only on their own preferences, but also on friends. We call the latter social correlation which may be caused by the homophily and social influence effects. In this paper, we focus on modeling social correlation on users’ item adoptions. Given a user-user social graph and an item-user adoption graph, our research seeks to answer the following questions: whether the items adopted by a user correlate to items adopted by her friends, and …