Seth Li

Research

Behavioral consequences of information systems — how online platforms, social networks, and AI shape cognition, decision-making, and social dynamics, often in unintended ways.

§1Current Direction

Current work focuses on how generative AI changes judgment, creative behavior, and social polarization.

Projects examine algorithmic transparency and content creator behavior (under review); AI for bridging social divides (AI Initiatives Grant, William & Mary, 2024); and contrarian choice in online marketplaces. This program spans three linked settings — online platforms, social networks, and organizational networks — and draws on behavioral experiments, econometric analysis, and computational methods.

§2Publications

Refereed journal articles. Filter by stream below; citation counts pulled live from OpenAlex.
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Published

2025
Virtual Reality, Mental Models, and Mindful Decision-Making
Sun, H., Li, S., Tseng, S., & Peterson, M.  ·  Journal of the Association for Information Systems  ·  IF 7.4  ·  0 cit.
Online Platforms
2022
Can Positive Online Social Cues Always Reduce User Avoidance of Sponsored Search Results?
Deng, H., Wang, W., Li, S., & Lim, K.  ·  MIS Quarterly, Vol. 46, No. 1  ·  IF 11.0  ·  15 cit.
FT50 · Online Platforms
2022
Seems Legit: An Investigation of the Assessing and Sharing of Unverifiable Messages on Online Social Networks
London, J., Li, S., & Sun, H.  ·  Information Systems Research  ·  IF 9.2  ·  24 cit.
FT50 · Social Networks
2022
Outside Director Social Network Centrality and Turnover Before Stock Performance Crash: A Friend in Need?
Li, S., Qu, T., & Yu, Y.  ·  Journal of Corporate Finance  ·  IF 5.9  ·  13 cit.
Org Networks
2022
To Disclose or Not to Disclose: An Evaluation of the Effects of Information Control and Social Network Transparency
Pu, W., Li, S., Bott, G., Esposito, M., & Thatcher, J.  ·  Computers & Security  ·  IF 5.4  ·  17 cit.
Social Networks
2018
Social Network Ties and Organizational Citizenship Behavior: Evidence of a Curvilinear Relationship
Scott, K., Zagenczyk, T., Li, S., Gardner, W., Cogliser, C., & Laverie, D.  ·  European Journal of Work and Organizational Psychology  ·  IF 5.7  ·  20 cit.
Org Networks
2015
Online Recommendation Systems in a B2C E-Commerce Context: A Review and Future Directions
Li, S., & Karahanna, E.  ·  Journal of the Association for Information Systems  ·  IF 7.4  ·  218 cit.
Online Platforms
2013
Sustainability Performance and CSR Disclosure: The Missing Link
Li, S., Boudreau, M., Huber, M., & Watson, R.  ·  International Journal of Social Ecology & Sustainable Development  ·  5 cit.
Interdisciplinary
2010
Telematics at UPS: En Route to Energy Informatics
Watson, R., Boudreau, M., Li, S., & Levis, J.  ·  MIS Quarterly Executive  ·  52 cit.
SIM Best Paper 2009

Working Papers & Pipeline

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I Go For That Offbeat Option! Examining Contrarian Behavior in Online Marketplaces
Li, S., Sun, H., Zhao, Q., & Wang, Y.  ·  MIS Quarterly
FT50 · Online Platforms ·R&R · Rd 4
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How Pre-existing Relationships between New Team Members Affect Individual and Team Performance
Zhao, E., Shea, C., & Li, S.  ·  Organization Science
FT50 · Org Networks ·R&R · Rd 2
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To Follow or Not to Follow? Examining Online Herd Cues' Effect on Herd Behavior
Li, S., Sun, H., Wang, W., & Zou, H.  ·  Journal of the Association for Information Systems
Online Platforms ·R&R · Rd 2
—
To or Not to Crafting? The Impact of Algorithmic Knowledge on Creators' Creative Behavior
Wang, Y., Zhao, Q., & Li, S.  ·  Telematics and Informatics
Online Platforms ·Under Review
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Bridging the Social Divide: How Generative AI Can Foster Understanding and Reduce Polarization
Li, S., & Kohli, R.  ·  AI Initiatives Grant Project — William & Mary 2024
Social Networks ·In Progress

For editorial service, awards, and the full professional record, see the CV.