computational social science small


With more and more data available on every aspect of our daily lives – from what we buy, to where we travel, and who we know – we are able to measure human behavior with precision largely thought impossible just a decade ago, creating an unprecedented opportunity to address longstanding questions in the social sciences. Leveraging this information requires both scalable computational tools, and understanding how the important questions should drive the data analysis. In this emerging field of Computational Social Science, DISA researchers are using large-scale demographic, behavioral and network data to investigate human activity and relationships and answer such questions. Firstly, this involves exploiting digital data generated by existing platforms (e.g., e-commerce, and social media) to generate novel insights into individual and collective human behavior (e.g., spread of online content, causal impact of recommendations, video and ad effectiveness). Secondly, our researchers are designing novel field experiments that allow for larger scale, longer time horizons, and greater complexity and realism than is possible in a laboratory setting but yet allows for inference of causality. In addition to advancing research, our work also contributes practical insights.


Bernard TAN TEO Hock Hai JIANG Zhenhui Jungpil HAHN GOH Khim Yong HENG Cheng Suang TAN Chuan Hoo PHAN Tuan Quang
OH Lih Bin Sharon TAN UM Sungyong LIM Shi Ying Stanley KOK CHEN Nan Desmond ONG ZHAI Yingda


  • JIANG Zhenhui, “Catch Your Attention through Approach and Avoidance Control in Video Advertising”, Ministry of Education Tier 1 Grant
  • JIANG Zhenhui, “Real Experience in Virtual Stores: Enhancing Sensory Experience through VR/AR”, Ministry of Education Tier 2 Grant
  • KOK, Stanley, “Integration of Deep Learning, Statistical Models, and Structured Representations”, NUS Start Up Grant
  • OH Lih Bin, “Technology Support for Learners in Setting and Achieving Goals”, Ministry of Education Tier 1 Grant
  • ONG Chong Hui, Desmond, “Developing Capabilities in AI Modelling of Social and Affective Behaviour”, NUS Start Up Grant
  • TEO Hock Hai, “The Fit between Educational Technologies, Learning Model, and Learners' Style”, Ministry of Education Tier 2 Grant
  • YANG Lu, “Evaluating Engagements and Outcomes in Case-based Collaborative Learning through Dialogic Interaction Analysis”, Tertiary Education Research Fund

 Selected Publications

Phan, T,Q. (forthcoming), A Multi-Relational Approach for Seeding Decisions in Social Networks. Journal of Marketing Research.

Yang, L., Wang, Z., & Hahn, J. (forthcoming). Scarcity strategy in crowdfunding: An empirical exploration of reward limit, Information Systems Research.

Bhattacharya, P., Phan, T.Q., Bai, X., & Airoldi, E.M. (2019). A coevolution model of network structure and user behavior: The case of content generation in online social networks. Information Systems Research30(1), 117-132.

Phan, T.Q., & Godes, D. (2018). The evolution of influence through endogenous link formation. Marketing Science, 37(2), 259-278.

Chen, X., Van der Lans, R., & Phan, T.Q. (2017). Uncovering the importance of relationship characteristics in social networks: Implications for seeding strategies. Journal of Marketing Research, 54(2), 187-201.

Kang, K., Hahn, J., & De, P. (2017). Learning effects of domain, technology, and customer knowledge in information systems development: An empirical study. Information Systems Research28(4), 797-811.

Cavusoglu, H., Phan, T.Q., Cavusoglu, H., & Airoldi, E.M. (2016). Assessing the impact of granular privacy controls on content sharing and disclosure on Facebook. Information Systems Research27(4), 848-879.

Oh, W., Moon, J.Y., Hahn, J., & Kim, T. (2016). Research note—Leader influence on sustained participation in online collaborative work communities: A simulation-based approach. Information Systems Research27(2), 383-402.

Guo, Y., Goh, K.Y., & Sayed, M.R. (forthcoming). Mobile live streaming: The roles of broadcasters’ screen presence and dynamic emotions in viewership engagement. Proceedings of ICIS 2019, Munich.

Luo, C., Shen, Y., Liu, Y., & Jiang, Z. (forthcoming). Look and feel: The importance of sensory feedback in virtual product experience. Proceedings of ICIS 2019, Munich.

Ntsweng, O., & Tan, S.S.L. (forthcoming). Play broadens thought-action repertoires: Effects of gaming task labelling on meaningful engagement. Proceedings of ICIS 2019, Munich.

Peng X.X., Wang, X.W., Wu, D.Z. & Teo, H.H. (forthcoming). Display ‘why’ higher than ‘how’: How display positioning affects construal level. Proceedings of ICIS 2019, Munich.

Peng X.X., Wang, X.W., & Teo, H.H. (forthcoming). Interruptions are not all bad!: The case of choice overload. Proceedings of ICIS 2019, Munich.

The, B., Yang, L., & Wang, Q. (forthcoming). What’s on your mind? Promoting cognitive engagement using utterance annotations in online collaborative learning. Proceedings of ICIS 2019, Munich.

Zheng, C., & Tan, B.C.Y. (forthcoming). Theory-driven integrated formative feedback design for online adult learners. Proceedings of ICIS 2019, Munich.

Ding, D., Bhattacharya, P., Phan, T.Q., & Lu, X. (2018). The impact of peer influence on academic performance: A three-stage co-evolution model. Proceedings of ICIS 2018, San Francisco.

Um, S.Y., Kang, D.Y., Hahn, J., & Yoo, Y. (2018). Popularity and competition in a digital platform ecosystem: A network perspective. Proceedings of ICIS 2018, San Francisco.

Zhang, J., Tan, C.H., & Ke, W. (2018). Affect elicitation method: A proposition and investigation. Proceedings of ICIS 2018, San Francisco.

Wang, Z., & Hahn, J. (2017). The effects of programming style on open source collaboration. Proceedings of ICIS 2017, Seoul.

Zhang, Y., Goh, K.Y., & Lin., Z. (2017). Investigating the sales spillover effects of online product sampling in e-commerce. Proceedings of ICIS 2017, Seoul.

Li., D., Goh, K.Y., & Heng, C.S. (2017). Price competition and demand for online content: Uncovering the role of content differentiation and network structure. Proceedings of ICIS 2017, Seoul.

Tanriverdi, H., & Lim, S.Y. (2017). How to survive and thrive in complex, hyper-competitive, and disruptive ecosystems? The roles of IS-enabled capabilities. Proceedings of ICIS 2017, Seoul.

Zhang, X., & Phan, T.Q. (2017). Customers’ response to advantaged grandfather clause: A natural experiment. Proceedings of ICIS 2017, Seoul.