Inventors:
Lawrence Colagiovanni - Issaquah WA, US
Arun Sacheti - Sammamish WA, US
Marcelo De Barros - Redmond WA, US
Nektarios Ioannides - Bellevue WA, US
Mikhail Parakhin - Redmond WA, US
Meenaz Merchant - Sammamish WA, US
Assignee:
MICROSOFT CORPORATION - Redmond WA
International Classification:
G06F 17/30
US Classification:
707706, 707769, 707E17108
Abstract:
Information from social networks may be used to identify a user's interests and predilections, and the information may be used to affect search results. In one example, social networks have pages that correspond to real entities, such as manufacturers and merchants. Entity pages in social networks are mapped to their corresponding real entities, and information that users leave on the pages (e.g., “likes”, or textual reviews) are extracted to determine users' sentiments about the entities. When users search for products with a search engine, user sentiment is then used to guide the results. Social networks' information about users (e.g., their affinities, such as schools, workplaces, interests) may be used to determine the relevance of specific users' sentiments—e.g., sentiments of users who went to a particular school may be used to influence search results, when the search is requested by someone who went to the same school.