IEEE Consumer Electronics Magazine - January/February 2020 - 83

Theme Article: Special Section on Cognitive Science
and AI for Human Cognition and Communication

Cognitive Science-Based
Security Framework in
Consumer Electronics
Shailendra Rathore and Jong Hyuk Park
Seoul National University of Science and
Technology, (SeoulTech) Seoul, Korea

Abstract-There is rapid utilization of social networking services (SNSs) in the consumer
electronics (CE) industries for marketing. Unfortunately, with this rise of SNSs use, the
traditional SNSs security techniques fail to address the unique security demands of the
SNSs, such as the identification of malicious users that can temper the algorithms used
to determine the consumer purchasing decisions on SNSs. To handle such security
requirements, we propose a cognitive identification framework that relies on the
concept of cognitive science to distinguish malicious user from legitimate user on SNSs.
The framework takes benefit of social sensing and data processing competency of
apache sparks to analyze real-time SNSs data and make identification decision using
machine-learning techniques.

& IN

RECENT YEARS,

SNSs such as Twitter and
Facebook have become the dominant platforms
for the CE industries, offering marketers an opportunity to sell CE products and engage potential
consumers to promote their business. According
to a study by the CE association, approximately
24% of electronic consumers who are SNS users
stated that they generally use SNS to explore their

Digital Object Identifier 10.1109/MCE.2019.2941455
Date of current version 6 December 2019.

January/February 2020

purchases of CE products.1 The purchases of CE
on SNSs are rapidly increasing and nearly 60% of
consumers have considered using an SNS post or
blog to make their purchase decision.2 Therefore,
many CE companies have started to spend a considerable budget on making SNSs' presence to
determine users' purchasing views. However,
malicious users on SNSs can affect this vital revenue stream by tampering with the algorithms used
to determine user views.3 For instance, a malicious
user can create multiple false profiles and exploit
them to artificially expand the number of user

Published by the IEEE Consumer Electronics Society

2162-2248 ß 2019 IEEE

83



IEEE Consumer Electronics Magazine - January/February 2020

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