In order to manage efficiently trust and reputation among humans in the digital world, two important dimensions should be taken into account.
The first dimension is related to the organization of human societies. Human societies are organized hierarchically, and the basis of the hierarchy is trust. Indeed, the trust placed in an individual with regard to a given topic determines his position in the hierarchy related to the topic. The level of trust, and the reputation it creates, depends on the sincerity and experience or expertise exhibited by the individual in relation to the topic. Therefore, trust and reputation management in the digital world should also be hierarchically organized, topic-related and experience or expertise-linked.
The second dimension revolves around the importance of ratings for humans. Indeed, for the human brain, ratings, recommendations, and opinions are much more useful than mere information because ratings and opinions, especially ratings and opinions from reliable sources such as renowned experts, knowledgeable people, and close friends, have a big impact on trust inference. Trust inference is of primary importance because it helps the human brain in making decisions very quickly. In this respect, we would like to quote the columnist Charles McCabe: “Any clod can have the facts, but having opinions is an art”. Therefore, trust and reputation management in the digital world has to adopt, whenever possible, rating-centric and opinion-driven approaches.
Rafik Hanibeche & Adel Amri (Trustiser Founders)