Abstract:

Personalization refers to the phenomenon where users are facilitated with what they want without asking for that explicitly. This does not imply that personalization is a fully automatic process; whereas, it refers to the circumstances where users are unable to completely communicate their desires. The use of personalized methods can assist users towards items of their interest. The personalization techniques consider various levels that include generation of useful and actionable knowledge, the inferences made using this knowledge and available domain knowledge at the time of generating the personalized experience for the user. Since there is a rapid growth in personalization of information especially web applications such as search engines, online shopping and social networks. Thus, personalized information is now omnipresent in terms of its collection and implementation. Recently most of the research streams have started asserting that the future of Social Networking is Personalization. Personalization services can take the advantage and make use of publically available data set published by social networks and enhance a user model by embedding this user information. From ubiquitous computing point of view it is significant to take account of this kind of user information. The aim of this paper is to describe personalization process and its penetration in social web by giving an overview of current research streams in academia and ITindustry and highlighting the issues in this regard.