Saudi Cultural Missions Theses & Dissertations
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Item Restricted Leveraging Blockchain for Trust Enhancement in Decentralized Marketplaces: A Reputation System Perspective(Old Dominion University, 2024-07) Aljohani, Meshari; Olariu, Stephan; Mukkamala, RaviCentralized marketplaces provide reliable reputation services through a central authority, but this raises concerns about single points of failure, user privacy, and data security. Decentralized marketplaces have emerged to address these issues by enhancing user privacy and transparency and eliminating single points of failure. However, decentralized marketplaces face the challenge of maintaining user trust without a centralized authority. Current blockchain-based marketplaces rely on subjective buyer feedback. Additionally, the transparency in these systems can deter honest reviews due to fear of seller retaliation. To address these issues, we propose a trust and reputation system using blockchain and smart contracts. Our system replaces unreliable buyer feedback with objective transaction assessments. Performance challenges of blockchain-based systems are tackled through three innovative schemes, resulting in a substantial improvement over the baseline approach. Furthermore, we proposed a decentralized marketplace utilizing blockchain-based smart contracts to address privacy concerns in buyer reviews that arise from the transparency of decentralized marketplaces. This enables buyers to use one-time identities for reviews to promote anonymity. This system ensures that buyers provide reviews by requiring a review fee, which is fully refunded after the review is submitted. Moreover, we proposed a trust and reputation service based on Laplace’s Law of Succession, where trust in a seller is defined as the subjective probability that they will fulfill their contractual obligations in the next transaction. This method accommodates multi-segment marketplaces and time-varying seller performance, predicts trust and reputation far into the future, and discounts older reputation scores. In addition, we propose SmartReview, an automated review system utilizing blockchain smart contracts to generate objective, bias-free reviews. The review module is designed as a smart contract that takes the contract terms and the evidence provided by the buyer and seller as inputs. It employs advanced computer vision and machine learning techniques to produce quantitative and qualitative reviews for each transaction, ensuring objectivity and eliminating reviewer bias. Lastly, we introduce a structured blockchain architecture featuring a layered approach. This architecture includes mechanisms for secure transaction recording and efficient query retrieval through auxiliary indexing, demonstrating significant advancements in decentralized data management.24 0Item Restricted The Role of Digital Public Relations in Enhancing the Reputations of Saudi Universites Among Their Taget Audience: Umm Al-Qura University As Model(2022-11-27) Hawsawi, Zuhair; Zheng, SharonCombining digital media with public relations has led to an unprecedented transformation of influence on universities. It is crucial for university public relations managers to be aware of social media activity surrounding their institutions. Reputation is crucial for universities, since it has a significant impact on the quality of the institution and determines whether a university’s target audience is satisfied or dissatisfied with its offerings, hence the significance of professional digital public relations (DPR) in sustaining universities’ reputations among their audiences. The primary purpose of this research is to enhance understanding of the role of DPR in augmenting the reputation of Saudi institutions within their target audience. Furthermore, it proposes a formal approach for dealing with incidents through DPR to enhance universities’ reputations. In addition to a comprehensive assessment of the relevant literature on DPR, actual data were collected using a structured Google Forms questionnaire and analysed as part of a case study involving Umm Al-Qura University. The study findings on the significance of DPR as a means to increase the university’s reputation were unexpected. Moreover, the university’s reputation among its audience was neutral. This study concludes by recommending that similar research be conducted, albeit by utilising a survey study across many Saudi institutions to gather comprehensive findings that contribute to boosting the reputation of Saudi universities via DPR.60 0