About
The Social Media Analytics Lab provides students with a dynamic research space to explore and analyze how social media is reshaping human interactions on multiple levels. Through hands-on experience and in-depth analysis, students examine the ways social media influences personal connections, impacts relationships with institutions, and transforms interactions with companies. This lab equips students with the skills to understand and interpret the profound effects of social media on modern communication and society.
Director
Adrienne Hall-Phillips, PhD
Email: ahphillips@wpi.edu
Department: The Business School
Dr. Adrienne Hall-Phillips is an Associate Professor of Marketing at the Business School of Worcester Polytechnic Institute (WPI). With a BS in Chemical Engineering from North Carolina A&T State University and a PhD in Consumer Behavior from Purdue University, Dr. Hall-Phillips is committed to enhancing students' understanding of the intersections between technology, consumer behavior, social media, and product interaction. Her research focuses on the evolving relationship between consumers and technology, particularly examining how social media influences consumer decision-making and interactions in both online and offline settings.
Current Research
Zero Hunger
Researching how AI tools and techniques can be integrated into existing technologies to address Sustainable Development Goal #2: No Hunger. My focus is on exploring the factors and systems that influence the food supply chain. By leveraging data from social media, I aim to analyze the flow of information within the chain and identify ways AI tools can enhance its efficiency and sustainability, ultimately contributing to the global effort to eliminate hunger.
#PalestinianLivesMatter
This study explores the evolution of the Palestinian Lives Matter movement, with a particular focus on the surge of events following October 7, 2023. During this period, social media experienced a significant influx of posts and discussions about the movement, prompting the emergence of AI-generated content within these conversations. This research sheds light on the complexities of navigating false information in the digital age and how AI shapes narratives surrounding crucial global events.
AI Fraud
In an era where artificial intelligence (AI) is transforming industries, the rise of deepfakes and data manipulation has introduced unprecedented risks, particularly in the realm of economic fraud. This study delves into how AI-generated synthetic media and falsified data are being exploited to perpetrate sophisticated scams, from identity theft to market manipulation. By exploring real-world cases, analyzing detection challenges, and proposing innovative solutions, this research highlights the urgent need for advanced safeguards to protect financial systems and restore trust in the digital economy.
This research examines cross-platform social media behavior to uncover differences between professional and personal personas. Leveraging tools like natural language processing, sentiment analysis, and computer vision, it analyzes language, sentiment, and visuals across platforms like LinkedIn, Instagram, Threads, and TikTok. By identifying inconsistencies that may signal unprofessional conduct or misaligned values, it offers insights to help individuals refine their online presence and provides organizations with AI-powered tools for data-driven recruitment and candidate evaluation.
Financial Advice Overload
Social media, specifically short-form video platforms, have created new information environments that offer users an unprecedented range of sources and personalized content that opens up new avenues for misinformation. This study investigates how users interact with this form of new information overload, specifically financial advice content, to assess its credibility.
