SOCIAL MEDIA ANALYTICS AND BEHAVIORAL SCIENCE: INSIGHTS FROM INFORMATION SYSTEMS RESEARCH

Abstract

The intersection of social media analytics and behavioral science has become a crucial area of study, as the ever-growing digital footprint of users provides valuable insights into human behavior, social interactions, and decision-making processes. This paper explores the contributions of information systems (IS) research to the understanding of how social media platforms influence behavior, with a focus on the mechanisms behind user engagement, content sharing, and network effects. Drawing from the literature on data analytics, psychology, and sociology, this article provides a comprehensive review of the methodologies and tools used to analyze social media data. The study highlights key behavioral patterns such as the formation of social identities, the role of emotions in online interactions, and the impact of algorithmic recommendations on individual and group behavior. By integrating insights from behavioral science with IS techniques, this research aims to propose novel frameworks for analyzing and interpreting social media dynamics.