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Essays on Trust in Online Professional Recommendations
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Dissertation
Essays on Trust in Online Professional Recommendations
2019
Overview
This paper is a collection of three articles on the topic of trust in online professional recommendations. Online professional recommendations are a prominent feature of Online Professional Networks (OPNs), which are used heavily by recruiters to find candidates to fill open positions. These recommendations are meant to validate the credibility of the user’s profile by offering first-hand accounts from other users who can provide their experience working with the user. However, these recommendations tend to be overly positive, full of superlatives, and lacking in any information regarding areas where the user needs to improve. Because of the functionality inherent to OPNs, users can choose which recommendations to make visible to the network and then hide any that they do not like. This amount of control afforded to the user creates credibility issues as recruiters are disposed to question the accuracy of the content. This unique feature of online recommendations makes them inherently different from traditional letters of recommendations, which have been studied in the past. In these articles, we first examine how the use of superlatives and the inclusion of information regarding a user’s weakness can affect the perceived trustworthiness of the recommender, and how that, in turn, affects the effectiveness and usefulness of the recommendation. In the second article, we examine how factors such as gender, gender stereotypes, and physical attractiveness may provide boundary conditions on the effects observed in the first study. The last article focuses on reinforcing the proposition that online and traditional recommendations are inherently different, confirming the need for future research to further study online recommendations and their impact on decision making in employment scenarios. Collectively, these articles introduce online professional recommendations to the field of academia and provide a foundation for future research upon which to build.
