Seth Li

Research

The human side of information systems.

My research examines the unintended consequences of information systems, from choices on online platforms to the information people share and the networks they build.

Online platforms · 3 articlesWhat shapes our choices?
Information networks · 2 articlesWhy does information spread?
Organizational networks · 3 articlesHow do networks shape work?

Selected studies

Three recent studies, with the question each one asks and what it finds.

Org. Science · 2026FT50

Who gains when colleagues move together?

Colleagues that Work Together Move Together: How Co-Moving Among Newcomers Affects Individual and Team Performance

Approach
Archival NBA data and qualitative interviews
What the study shows
Co-movers outperform solo movers, and the advantage persists. Teams with co-movers perform worse than teams with solo movers, with partial evidence that the gap narrows over time.
Publisher page ↗
MISQ · 2022FT50

How do social cues influence choice?

Can Positive Online Social Cues Always Reduce User Avoidance of Sponsored Search Results?

Approach
Three laboratory experiments
What the study shows
Product-related and seller-related social cues have different effects on cognitive, behavioral, and affective avoidance of sponsored search results.
Publisher page ↗
ISR · 2022FT50

Why do we share unverified information?

Seems Legit: An Investigation of the Assessing and Sharing of Unverifiable Messages on Online Social Networks

Approach
Twitter data and a controlled experiment
What the study shows
Unverifiable messages are reshared when people see them as useful or novel. Plausibility works together with vividness and sender credibility in shaping that assessment.
Publisher page ↗

Publications

10 peer-reviewed journal articles, most recent first.

Working papers

4 papers under review or in progress.

  • Revise & resubmit · Round 4
    I Go For That Offbeat Option! Examining Contrarian Behavior in Online MarketplacesFT50
    Li, S., Sun, H., Zhao, Q., & Wang, Y. · MIS Quarterly
  • Revise & resubmit · Round 2
    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
  • Under review
    To Craft or Not to Craft? The Impact of Algorithmic Knowledge on Creators' Creative Behavior
    Wang, Y., Zhao, Q., & Li, S. · Information Technology and People
  • In progress
    Bridging the Social Divide: How Generative AI Can Foster Understanding and Reduce Polarization
    Li, S., & Kohli, R. · AI Initiatives Grant Project — William & Mary 2024