Establishment of Trust Factors in Social Networking Sites

摘要

While many individuals use social networking sites to connect and maintain contact, attackers may see social networks as a prime target for spreading malware, propaganda, or marketing. However, most users are keen to trust these sites without being aware of the potential dangers. This paper investigates the factors that lead users to trust these sites and specifically focuses on Facebook as an illustrative example. Survey data is presented to indicate some of these trust factors and to explore their impact on user behaviour. Finally, indicators of potentially deceptive agents and profiles are presented to help users decide whether and to what degree they interact with other users.