From Personal Experience to Global Reputation for Trust Evaluation in the Social Internet of Things

Trust has been exploring in the era of Internet of Things (IoT) as an extension of the traditional triad of security, privacy and reliability for offering secure, reliable and seamless communications and services. It plays a crucial role in supporting IoT entities to reduce possible risks before making decisions. However, despite a large amount of trust-related research in IoT, a prevailing trust evaluation model has been still debatable and under development. In this article, we clarify the concept of trust in the Social Internet of Things (SIoT) ecosystems and propose a comprehensive trust model called REK that incorporates third-party opinions, experience and direct observation as the three Trust Indicators. As the convergence of the IoT and social network, the SIoT enables any types of entities (physical devices, smart agents and services) to establish their own social networks based on their owners relationships. We leverage this characteristic for inaugurating Experience and Reputation, which are originally two concepts from social networks, as the two paramount indicators for trust. The Experience and Reputation are characterized and modeled using mathematical analysis along with simulation experiments and analytical results. We believe our contributions offer better understandings of trust models and evaluation mechanisms in the SIoT environment, particularly the two Experience and Reputation models. This paper also opens important trust-related research directions in near future

Toward a Trust Evaluation Mechanism for in the Social Internet of Things

In the blooming era of the Internet of Things (IoT), trust has been accepted as a vital factor for provisioning secure, reliable, seamless communications and services. However, a large number of challenges have been unsolved yet due to the ambiguity of the concept of trust as well as the variety of divergent trust models in different contexts. In this research, we augment the trust concept, the trust definition and provide a general conceptual model in the context of the Social IoT (SIoT) environment by breaking down all attributes influencing trust. Then, we propose a trust evaluation model called REK comprised of the triad Reputation, Experience and Knowledge trust indicators (TIs). The REK model covers multi-dimensional aspects of trust by incorporating heterogeneous information from direct observation (as Knowledge TI), personal experiences (as Experience TI) to global opinions (as Reputation TI). The associated evaluation models for the three TIs are also proposed and provisioned. We then come up with an aggregation mechanism for deriving trust values as the final outcome of the REK evaluation model. We believe this article offers better understandings on trust as well as provides several prospective approaches for the trust evaluation in the SIoT environment

Evaluation of Trust in the Internet Of Things: Models, Mechanisms And Applications

In the blooming era of the Internet of Things (IoT), trust has become a vital factor for provisioning reliable smart services without human intervention by reducing risk in autonomous decision making. However, the merging of physical objects, cyber components and humans in the IoT infrastructure has introduced new concerns for the evaluation of trust. Consequently, a large number of trust-related challenges have been unsolved yet due to the ambiguity of the concept of trust and the variety of divergent trust models and management mechanisms in different IoT scenarios. In this PhD thesis, my ultimate goal is to propose an efficient and practical trust evaluation mechanisms for any two entities in the IoT. To achieve this goal, the first important objective is to augment the generic trust concept and provide a conceptual model of trust in order to come up with a comprehensive understanding of trust, influencing factors and possible Trust Indicators (TI) in the context of IoT. Following the catalyst, as the second objective, a trust model called REK comprised of the triad Reputation, Experience and Knowledge TIs is proposed which covers multi-dimensional aspects of trust by incorporating heterogeneous information from direct observation, personal experiences to global opinions. The mathematical models and evaluation mechanisms for the three TIs in the REK trust model are proposed. Knowledge TI is as “direct trust” rendering a trustor’s understanding of a trustee in respective scenarios that can be obtained based on limited available information about characteristics of the trustee, environment and the trustor’s perspective using a variety of techniques. Experience and Reputation TIs are originated from social features and extracted based on previous interactions among entities in IoT. The mathematical models and calculation mechanisms for the Experience and Reputation TIs also proposed leveraging sociological behaviours of humans in the real-world; and being inspired by the Google PageRank in the web-ranking area, respectively. The REK Trust Model is also applied in variety of IoT scenarios such as Mobile Crowd-Sensing (MCS), Car Sharing service, Data Sharing and Exchange platform in Smart Cities and in Vehicular Networks; and for empowering Blockchain-based systems. The feasibility and effectiveness of the REK model and associated evaluation mechanisms are proved not only by the theoretical analysis but also by real-world applications deployed in our ongoing TII and Wise-IoT projects

Data centric trust evaluation and prediction framework for IOT

© 2017 ITU. Application of trust principals in internet of things (IoT) has allowed to provide more trustworthy services among the corresponding stakeholders. The most common method of assessing trust in IoT applications is to estimate trust level of the end entities (entity-centric) relative to the trustor. In these systems, trust level of the data is assumed to be the same as the trust level of the data source. However, most of the IoT based systems are data centric and operate in dynamic environments, which need immediate actions without waiting for a trust report from end entities. We address this challenge by extending our previous proposals on trust establishment for entities based on their reputation, experience and knowledge, to trust estimation of data items [1-3]. First, we present a hybrid trust framework for evaluating both data trust and entity trust, which will be enhanced as a standardization for future data driven society. The modules including data trust metric extraction, data trust aggregation, evaluation and prediction are elaborated inside the proposed framework. Finally, a possible design model is described to implement the proposed ideas

Online trust and Internet gambling

There are a number of features which can identify an outstanding brand, with consumer trust being highly-prized, particularly in the online gambling sector. In this article, Dr. Mark Griffiths, Professor of Gambling Studies at Nottingham Trent University, examines the challenges facing the gambling industry in gaining trust, the results of respected surveys on what is required to create trust and provides key considerations for operators in earning user trust

Trust on the Web: Some Web Science Research Challenges

Web Science is the interdisciplinary study of the World Wide Web as a first-order object in order to understand its relationship with the wider societies in which it is embedded, and in order to facilitate its future engineering as a beneficial object. In this paper, research issues and challenges relating to the vital topic of trust are reviewed, showing how the Web Science agenda requires trust to be addressed, and how addressing the challenges requires a range of disciplinary skills applied in an integrated manner

Digital Media and Youth: Unparalleled Opportunity and Unprecedented Responsibility

Part of the Volume on Digital Media, Youth, and Credibility This chapter argues that understanding credibility is particularly complex -- and consequential -- in the digital media environment, especially for youth audiences, who have both advantages and disadvantages due to their relationship with contemporary technologies and their life experience. The chapter explains what is, and what is not, new about credibility in the context of digital media, and discusses the major thrusts of current credibility concerns for scholars, educators, and youth

Corporate marketing strategy using social media: a case study of the Ritz-Carlton Seoul

With the increasing trend of popularity of websites and social networking sites, it is quite evident that companies need to take cautionary measures in protecting the reputations with respect to company and brands. In this process, every company should indulge in enhancing their company and brand image through websites and social networking sites that fortify the bonding nature among them. The always-on nature of websites and social networking sites has contributed to their phenomenal marketing power and altered the balance of power between consumers and firms. Websites and social networks are used by hundreds of millions of people to communicate about a huge range of topics, including personal interests, activities, social events and even public issues. The paper explores a case study of the Ritz- Carlton hotel for their marketing strategy and organizational use of their website and social media in communicating with their customers. Even for the normal luxury traveler who would not have previously used the Internet to research a hotel or make a reservation, ritzcarlton.com is making it possible for them to do so in a sense of the luxury and typical Ritz-Carlton style. It seems to be a staple of the company for years to come