Seth Li
Dorman Family Term Distinguished Associate Professor
Raymond A. Mason School of Business · William & Mary
I study the unintended consequences of digital systems — how online platforms, social networks, and AI shape human decisions in ways that are often surprising, sometimes adverse, and always consequential.
Research Streams
Digital Platforms
Human Behavior on Digital Platforms
How people make decisions on e-commerce platforms, search engines, and online marketplaces — and when platform design backfires.
View papers →Social Networks
Information Dynamics on Social Networks
How information spreads, distorts, and influences behavior on social platforms — from misinformation to disclosure to polarization.
View papers →Org Networks
Human Behavior in Organizational Networks
How network position, social ties, and team structure shape individual and organizational outcomes.
View papers →Featured Work
Seems Legit: An Investigation of the Assessing and Sharing of Unverifiable Messages on Online Social Networks
Information Systems Research · 2022
Investigates how people assess and share unverifiable messages on social networks — finding that network structure and social cues systematically shape both credulity and sharing behavior, with direct implications for how misinformation propagates online.
News & Updates
Best Reviewer of the Year (2024) — Journal of Association for Information Systems
December 2024
R&R · Round 4 at MIS Quarterly — contrarian behavior in online marketplaces
September 2024
AI Initiatives Grant awarded — Raymond A. Mason School of Business, 2024
June 2024