You Are What You Surf: Characterizing Preference and Decision-making Styles with Digital Footprints

8 September, 2020

Photo: ‘Using smartphones’ from SRN SG’s Photobank

The Digital Marketing Leaders Summit Singapore 2019 conference (https://digitalagencynetwork.com/digital-marketing-leaders-summit-singapore-2019/) was held at the Marina Bay Sands on 11 and 12 September. Speakers from Google, Spotify, Lazada, and other companies presented keynote speeches on proven approaches to support and enhance their business. It provided a platform for networking and an opportunity to share innovative marketing strategies.

‘You Are What You Surf: Characterizing Preference and Decision-making Styles with Digital Footprints’ is a project led by Assistant Professor Yu Rongjun (NUS Psychology). Dr Yu and his team use data analytics from social media (Facebook/Twitter/Instagram) to make inferences on internet users’ preferences and decision-making styles on both an individual level and as a society. The team investigates ‘digital footprints’ on social media, such as Facebook ‘likes’, Twitter ‘status updates’, and the characteristics of photos posted on Instagram.  Social media users’ demographics and the relationships between age, race, and education in social media usage are considered to provide a better prediction model.

Collecting ‘digital footprints’ enables the team to gather timely, accessible, cost-effective, and relevant information supported by evidence-based data which provides insightful information to improve social, business, and health policies, and the lives of Singaporeans.