Exploring Cross-site User Modeling Without Cross-site User Identity Linkage: A Case Study of Content Preference Prediction

Performing user modeling on two or more social media platforms collaboratively and complementing each other (cross-site user modeling) has been a significant problem in the area of social media mining in recent years. The core of this problem is to get to know a person’s identities on multiple platforms and then train user models collaboratively among these platforms. However, for privacy protection, many people do not want their identities on different platforms to be linked and disclosed. For this problem, we set cross-site Content Preference Prediction as a task and propose a cross-site user modeling method without cross-site User Identity Linkage (UIL). The core thought borrowed from privacy-preserving recommender system research is to organize social media identities into groups to hide the identity linkage among platforms. Experiments on real-world datasets suggest that our method outperforms the existing cross-site user modeling methods with cross-site UIL regarding several metrics.