Security challenges for reputation mechanisms using online social networks
Tad Hogg · 2009
Reputation mechanisms are a key component of e-commerce, particularly for peer-to-peer transactions. The ratings provided by previous users can help people identify others who are likely to be reliable and encourage honest behavior among participants. However, the anonymity and ease of creating new online identities can potentially allow users to subvert the mechanism. Online social networks offer one way to address this concern by embedding participants in a network of links, allowing users to personalize recommendations via people they trust. However, using these networks raises additional concerns for network integrity and users' privacy.