Using Social Media Presence for Alleviating Cold Start Problems in Privacy Protection

Abstract

Recommender systems play an important role in most modern e-commerce applications. They have allowed users to become aware of the myriad choices available to them. The ease of information and the abundance of options have helped users make educated decisions. A recommender system studies a user's preferences and continues learning the user's changing interests, so as to suggest items that incline with the user's interests. In cases where a user is new to the application, or the user prefers not to discourse preferences, the recommender system is unable to gather the user's preference on any item. This is called the cold start problem; wherein the system can make valid recommendations only once the user starts informing the system about his/her choices. In this paper, we discuss the challenges faced by the cold start problem and how this problem may be alleviated using social media. We suggest an approach where we collect public information from users' social media accounts and analyze this information to understand their preferences. In particular, we gather the new user's information using their Twitter profile; i.e., the user's interest and preferences are extracted from his/her Twitter profile by analyzing his/her tweets. These interests will help the system understand what kind of movies the user will be most interested in. We compare these preferences with the metadata about the individual items. Using this approach, we develop a movie recommendation system wherein we produce top-N movie recommendations for a user. We used the MovieTweetings dataset to model the application. Two sets of results have been produced. In the first, smaller set of 770 users, 72.67% of users have received 100% accurate movie recommendations while nearly 80% of users got more than 75% accuracy. For the second, larger set of more than 3,500 users, 53 % of users have received 100% accurate recommendations while 72% of users got more than 75% accuracy. These encouraging results have demonstrated that the approach is effectively in alleviating cold start problems in recommendation systems, and may be applicable to many other e-commerce applications.