SSHR-Thematic Grant Type A

You are what you surf: Characterising preference and decision–making styles with digital footprints

Host Institution

NUS

8 May 2017

Principal Investigator: Associate Professor Liang Zhenkai

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Grant details

Name of Recipient	Assoc Prof Liang Zhenkai Department of Psychology, Faculty of Arts and Social Sciences, National University of Singapore (NUS)
Project Title	You are what you surf: Characterising preference and decision–making styles with digital footprints
Project Status	Completed
Year Awarded	2017
Type of Grant	Social Science Research Thematic Grant
Funding Type	A
Theme	Understanding Society in the Digital Age

Social media’s tremendous growth has resulted in the availability of digital data which can provide meaningful insights to social media users’ preferences and decision making styles.

This project aims to show how analysing such digital data can be used to predict social media users’ decision making styles. The insights from this project will inform Singapore on how data analytics can be effectively used to provide evidence-based inferences about individual and community characteristics to better inform government policies and businesses.