Social-based recommendation systems exploit the selections of friends to combat the data sparsity on user preferences, and improve the recommendation accuracy of the collaborative filtering strategy. The main challenge is to capture and weigh friends' preferences, as in practice they do necessarily match. In this paper, we propose a Neural Attention mechanism for Social collaborative filtering, namely NAS. We design a neural architecture, to carefully compute the non-linearity in friends' preferences by taking into account the social latent effects of friends on user behavior. In addition, we introduce a social behavioral attention mechanism to adaptively weigh the influence of friends on user preferences and consequently generate accurate recommendations. Our experiments on publicly available datasets demonstrate the effectiveness of the proposed NAS model over other state-of-the-art methods. Furthermore, we study the effect of the proposed social behavioral attention mechanism and show that it is a key factor to our model's performance.
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