Social big data and its integrity: The effect of trust and personality traits on organic reach of facebook content

Vladlena Benson, Tom Buchanan

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

In the wake of fresh allegations that personality data from Facebook users have been illegally used to influence the outcome of the US general election and the Brexit vote, the debate over manipulation of social big data is gaining further momentum. This chapter addresses the social data privacy and data integrity vulnerabilities threatening the future of applications based on anticipatory computing paradigms. We investigate the organic reach phenomenon on social networks known to be responsible for propagation of ‘fake’ social content, undermining social media data integrity. We describe experimental work demonstrating that the trustworthiness of a message originator and low levels of the personality trait Agreeableness in the message receiver may increase the organic reach of ‘fake’ content on social networks. These effects may have implications for policy and practise, particularly in relevance to the threat of social data manipulation for anticipatory computing applications.
Original languageEnglish
Title of host publicationCyber Influence and Cognitive Threats
EditorsV. Benson, J. Mcalaney
PublisherElsevier
Pages145-158
Number of pages14
ISBN (Electronic)9780128192047
ISBN (Print)9780128192054
DOIs
Publication statusPublished - 2020

Bibliographical note

Imprint: Academic Press.

Keywords

  • Anticipatory computing
  • Big data analytics
  • Cybersecurity
  • Data integrity
  • Organic reach
  • Risk
  • Social networks
  • Trust

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  • Cite this

    Benson, V., & Buchanan, T. (2020). Social big data and its integrity: The effect of trust and personality traits on organic reach of facebook content. In V. Benson, & J. Mcalaney (Eds.), Cyber Influence and Cognitive Threats (pp. 145-158). Elsevier. https://doi.org/10.1016/B978-0-12-819204-7.00008-7