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Driven by the unprecedented increase of mobile data traffic, D2D communications technology is rapidly moving into the mainstream of the 5G networking landscape. While D2D connectivity originally emerged as a technology enabler for public safety services, it is likely to remain at the heart of the 5G ecosystem by spawning a wide diversity of proximate applications and services. In this work, we argue that the widespread adoption of the direct communications paradigm is unlikely without embracing the concepts of trust and social-aware cooperation between end users and network operators. However, such adoption remains conditional on identifying adequate incentives that engage humans and their connected devices in a plethora of collective activities. To this end, the mission of our research is to advance the vision of social-aware and trusted D2D connectivity, as well as to facilitate its further adoption. We …