Trust and reputation management in a small-world network

Successful commerce relies heavily upon the reputations that the different parties acquire through their dealings with each other. We view an e-commerce community as a social network, which supports reputations both for expertise (providing good service) and helpfulness (providing good referrals). We study the small-world phenomena such as the emergence of subcommunities, and pivot vertices (which link different subcommunities) in the social network, and discovered that the quality of the network improves with the presence of a pivot