NFT-TRUST: Trust-Aware Social Signal Modeling for NFT Valuation Support in Electronic Commerce

Social media platforms such as X (formerly Twitter) increasingly shape attention formation, market visibility, and value signaling in electronic commerce, particularly in emerging digital asset markets such as Non-Fungible Tokens (NFTs). Prior work shows that social engagement correlates with NFT prices, suggesting its potential for valuation support. However, open social platforms exhibit heterogeneous user credibility, automated activity, and coordinated promotion, which can distort engagement-based inference. To address these challenges, we propose NFT-TRUST, a trust-aware social signal modeling framework that transforms raw engagement into credibility- and integrity-aware indicators for robust valuation support under manipulation-prone conditions. The framework integrates three components: (i) Credibility-Weighted Social Signal Aggregation (CW-SSA), (ii) Engagement Disproportionality Detection (EDD), and (iii) Integrity-Aware Signal Attenuation (IASA), which jointly reduce the influence of unreliable or manipulated signals while preserving informative engagement. Rather than estimating intrinsic NFT value from social signals alone, NFT-TRUST evaluates the reliability of social attention and converts it into trust-aware features. An XGBoost-based model is used to capture non-linear interactions among these features. Robustness is assessed through stress testing with RL-TweetGen-ST, a reinforcement learning–based synthetic tweet generator that simulates controlled engagement inflation. Experimental results show that NFT-TRUST achieves competitive predictive performance while demonstrating improved stability under simulated manipulation. Ablation analysis indicates that credibility and integrity components are complementary and jointly enhance the reliability of social-signal-based inference. Overall, this work advances trust-aware analytics in electronic commerce and supports more reliable social-driven valuation in emerging digital markets.