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Full-Text Articles in Social and Behavioral Sciences

Unveiling The Dynamics Of Crisis Events: Sentiment And Emotion Analysis Via Multi-Task Learning With Attention Mechanism And Subject-Based Intent Prediction, Phyo Yi Win Myint, Siaw Ling Lo, Yuhao Zhang Jul 2024

Unveiling The Dynamics Of Crisis Events: Sentiment And Emotion Analysis Via Multi-Task Learning With Attention Mechanism And Subject-Based Intent Prediction, Phyo Yi Win Myint, Siaw Ling Lo, Yuhao Zhang

Research Collection School Of Computing and Information Systems

In the age of rapid internet expansion, social media platforms like Twitter have become crucial for sharing information, expressing emotions, and revealing intentions during crisis situations. They offer crisis responders a means to assess public sentiment, attitudes, intentions, and emotional shifts by monitoring crisis-related tweets. To enhance sentiment and emotion classification, we adopt a transformer-based multi-task learning (MTL) approach with attention mechanism, enabling simultaneous handling of both tasks, and capitalizing on task interdependencies. Incorporating attention mechanism allows the model to concentrate on important words that strongly convey sentiment and emotion. We compare three baseline models, and our findings show that …

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Untangling Influence: The Effect Of Follower-Followee Comparison On Social Media Engagement, Yi Peng, Liling Lu May 2024

Untangling Influence: The Effect Of Follower-Followee Comparison On Social Media Engagement, Yi Peng, Liling Lu

Research Collection Lee Kong Chian School Of Business

Social media platforms and marketers are keen on identifying truly influential creators. Number of followers (i.e., those who follow creators) and number of followees (i.e., those who are followed by creators) serve as cues to infer creators' influence. However, a cue of creators' actual influence is under-addressed and its effect on social media engagement remains to be explored. This research fills the gap in the literature by investigating how the cue of creators' actual influence (i.e., follower-followee comparison) may affect followers' engagement behavior. The study further examines the moderation effects of media-, topic-, and creator-related factors. The present work leverages …

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Developing Singapore As A Smart Nation, Josephine Teo Mar 2024

Developing Singapore As A Smart Nation, Josephine Teo

Asian Management Insights

Mrs Josephine Teo, Singapore’s Minister for Communications and Information, and Minister-in-charge of Smart Nation and Cybersecurity, speaks about leading the country’s Smart Nation drive.

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Age And Ideology: The Emergence Of New Political Cleavages In Thailand’S 2566 (2023) Election, Napon Jatusripitak, Jacob Ricks Mar 2024

Age And Ideology: The Emergence Of New Political Cleavages In Thailand’S 2566 (2023) Election, Napon Jatusripitak, Jacob Ricks

Research Collection School of Social Sciences

The Move Forward Party’s victory in Thailand’s 14 May 2566 (2023 CE) election surprised most observers, defying widespread predictions of a Pheu Thai win. Departing from traditional vote-mobilization strategies, Move Forward’s campaign focused largely on social media and broad calls for political reform while eschewing the vote-canvassing networks and economic policy promises that had delivered victory after victory for Pheu Thai. Does Move Forward’s win indicate changes in Thai voting behaviour? Relying on data from an original survey collected the week before and the week after the election, as well as observations from fieldwork, we identify two political cleavages that …

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The Link Between People's Social Perceptions Of Cultivated Meat Eaters And Their Acceptance Of Cultivated Meat, Xiaoyu Dai, Angela K. Y. Leung, Mark Chong Mar 2024

The Link Between People's Social Perceptions Of Cultivated Meat Eaters And Their Acceptance Of Cultivated Meat, Xiaoyu Dai, Angela K. Y. Leung, Mark Chong

Research Collection School of Social Sciences

Low consumer acceptance emerges as one important barrier to the introduction of cultivated meat, a novel food which offers an opportunity for more sustainable and ethical meat production. Due to the motives for impression management and self-esteem, one factor that could contribute to people's acceptance of cultivated meat is their perceptions of other individuals who consume cultivated meat. In the current research, two online survey studies with 393 Singaporean undergraduate students and 401 American adults were conducted to explore the perceptions of cultivated meat eaters. In both studies, participants were randomly assigned to read one of three profiles that described …

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Envy Influences Interpersonal Dynamics And Team Performance: Roles Of Gender Congruence And Collective Team Identification, Kenneth Tai, Sejin Keem, Ki Young Lee, Eugene Kim Feb 2024

Envy Influences Interpersonal Dynamics And Team Performance: Roles Of Gender Congruence And Collective Team Identification, Kenneth Tai, Sejin Keem, Ki Young Lee, Eugene Kim

Research Collection Lee Kong Chian School Of Business

Our research extends past envy research by considering how envy and gender congruence shape interpersonal dynamics at the dyadic level and their bottom-up effects for team performance. Integrating social comparison theory and social identity theory, we examine when and how dyadic level envy influences team performance. Using time-lagged data from 428 dyads of 161 employees in 51 teams, our results show that envious employees are likely to engage in interpersonal deviance directed toward envied team members and that envied employees are likely to seek advice from envious team members. Gender congruence further influences these relationships, with different patterns for males …

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The Affective Embeddings Of Gacha Games: Aesthetic Assemblages And The Mediated Expression Of The Self, Orlando Woods Feb 2024

The Affective Embeddings Of Gacha Games: Aesthetic Assemblages And The Mediated Expression Of The Self, Orlando Woods

Research Collection School of Social Sciences

This paper argues that the motivations for investing money in gacha games can be a function of the affective embedding of players within the game, and the game within broader circuits of cultural affinity and appeal. Whilst research on gacha games – and the specific role of loot boxes therein – has emphasised their associations with gambling, I contend that affect is another trigger that can motivate seemingly irrational playing behaviours. The affective embeddings of gacha games motivate players to curate aesthetic assemblages of virtual content that enable the mediated expression of the self. Drawing on qualitative data generated amongst …

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Social Media And Performative Parenting, Sun Sun Lim, Yang Wang Jan 2024

Social Media And Performative Parenting, Sun Sun Lim, Yang Wang

Research Collection College of Integrative Studies

With the intensifying use of social media in many realms of everyday life, even parenting is manifesting a public dimension. Whereas one might regard parenting as a private activity undertaken within the home, the use of social media to highlight the joys and trials of child-rearing has put parenting under the digital spotlight. Parents are keen to showcase their children’s growth and development to family and friends. Significant achievements invite praise and social endorsement, as well as commendations for excellent parenting. The sharing of parenting struggles over social media can also elicit expressions of commiseration, sympathy and support. The ensuing …

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Language-Related Misunderstanding At Work: What It Is, Why It Occurs And What Organizations Can Do About It, John Fiset, Devasheesh P. Bhave Jan 2024

Language-Related Misunderstanding At Work: What It Is, Why It Occurs And What Organizations Can Do About It, John Fiset, Devasheesh P. Bhave

Research Collection Lee Kong Chian School Of Business

Language is the foundation of human interaction. It plays a central role in facilitating effective communication by allowing people to express their thoughts, share essential information and establish connections with one another.

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Leveraging Instagram To Enhance Self-Esteem: A Self-Affirmative Intervention Study And Multilevel Mediation Analysis, Shuna Shiann Khoo, Hwajin Yang, Wei Xing Toh Jan 2024

Leveraging Instagram To Enhance Self-Esteem: A Self-Affirmative Intervention Study And Multilevel Mediation Analysis, Shuna Shiann Khoo, Hwajin Yang, Wei Xing Toh

Research Collection School of Social Sciences

Although studies have consistently indicated that heavier use of social networking sites (SNS) perpetuates poorer self-esteem outcomes, no study has examined potential intervention methods that can yield positive effects from SNS use. We hypothesized that viewing one's Instagram profile would have self-affirmative effects on self-perception because the profile typically showcases curated instrumental positive aspects of self. Furthermore, these self-affirmative effects would indirectly improve state self-esteem via enhanced clarity of self-concept. To test our hypothesis, we designed an experimental intervention study where one group viewed their Instagram profile regularly, while another group viewed a neutral abstract art profile. Using multilevel latent …

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The Effect Of Mere Presence Of Smartphone On Cognitive Functions: A Four-Level Meta-Analysis, Andree Hartanto, Verity Y. Q. Lua, K. T. A. Sandeeshwara Kasturiratna, Paye Shin Koh, Germaine Y. Q. Tng, Manmeet Kaur, Frosch Y. X. Quek, Jonathan L. Chia, Nadyanna M. Majeed Jan 2024

The Effect Of Mere Presence Of Smartphone On Cognitive Functions: A Four-Level Meta-Analysis, Andree Hartanto, Verity Y. Q. Lua, K. T. A. Sandeeshwara Kasturiratna, Paye Shin Koh, Germaine Y. Q. Tng, Manmeet Kaur, Frosch Y. X. Quek, Jonathan L. Chia, Nadyanna M. Majeed

Research Collection School of Social Sciences

As smartphones have become portable and immersive devices that afford social, informational, and recreational conveniences unbounded by physical restrictions, most daily activities have become closely intertwined with the presence of smartphones. This constant presence of smartphones in daily activities, however, may be concerning as some studies have suggested that smartphones—even their mere presence—can be distracting and can impair cognitive outcomes. However, such findings have not been consistently observed. To reconcile mixed findings, the current meta-analysis synthesized 166 effect sizes drawn from 53 samples and 33 studies including 4,368 participants on the effect of mere presence of smartphone on cognitive functions. …

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Regulating Online Hate Speech: The Singapore Experiment, Siyuan Chen Dec 2023

Regulating Online Hate Speech: The Singapore Experiment, Siyuan Chen

Research Collection Yong Pung How School Of Law

In Singapore, the introduction of the Protection from Online Falsehoods and Manipulation Act 2019 (POFMA) generated considerable debate and feedback. One of the main concerns was whether the law would unduly restrict the freedom of expression. In focusing on the provisions of POFMA that could possibly apply to hate speech, this paper situates the criticisms within the larger framework of international human rights law and international practices and proposes some ways forward to improve the regulatory framework for online hate speech.

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Transformer-Based Multi-Task Learning For Crisis Actionability Extraction, Yuhao Zhang, Siaw Ling Lo, Phyo Yi Win Myint Dec 2023

Transformer-Based Multi-Task Learning For Crisis Actionability Extraction, Yuhao Zhang, Siaw Ling Lo, Phyo Yi Win Myint

Research Collection School Of Computing and Information Systems

Social media has become a valuable information source for crisis informatics. While various methods were proposed to extract relevant information during a crisis, their adoption by field practitioners remains low. In recent fieldwork, actionable information was identified as the primary information need for crisis responders and a key component in bridging the significant gap in existing crisis management tools. In this paper, we proposed a Crisis Actionability Extraction System for filtering, classification, phrase extraction, severity estimation, localization, and aggregation of actionable information altogether. We examined the effectiveness of transformer-based LSTM-CRF architecture in Twitter-related sequence tagging tasks and simultaneously extracted actionable …

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How Does Parents’ Social Support Impact Children’S Health Practice? Examining A Mediating Role Of Health Knowledge, Paulin Tay Straughan, Chengwei Xu Dec 2023

How Does Parents’ Social Support Impact Children’S Health Practice? Examining A Mediating Role Of Health Knowledge, Paulin Tay Straughan, Chengwei Xu

Research Collection School of Social Sciences

Background: Family environmental factors play a vital role in shaping children’s health practices (e.g., obesity prevention). It is still unclear how parents’ social support affects children’s obesity-related health practices. The present study argues that whether parents’ social support positively associates with children’s obesity-related health practice depends on if it could promote parents’ obesity-related health knowledge. Thus, we hypothesize that health knowledge mediates the relationship between parents’ social support and children’s health practice regarding weight management. Methods: To test the hypothesis, we conducted a questionnaire survey and collected a nationally representative sample of 1488 household responses in Singapore. The survey included …

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Pro-Cap: Leveraging A Frozen Vision-Language Model For Hateful Meme Detection, Rui Cao, Ming Shan Hee, Adriel Kuek, Wen Haw Chong, Roy Ka-Wei Lee, Jing Jiang Nov 2023

Pro-Cap: Leveraging A Frozen Vision-Language Model For Hateful Meme Detection, Rui Cao, Ming Shan Hee, Adriel Kuek, Wen Haw Chong, Roy Ka-Wei Lee, Jing Jiang

Research Collection School Of Computing and Information Systems

Hateful meme detection is a challenging multimodal task that requires comprehension of both vision and language, as well as cross-modal interactions. Recent studies have tried to fine-tune pre-trained vision-language models (PVLMs) for this task. However, with increasing model sizes, it becomes important to leverage powerful PVLMs more efficiently, rather than simply fine-tuning them. Recently, researchers have attempted to convert meme images into textual captions and prompt language models for predictions. This approach has shown good performance but suffers from non-informative image captions. Considering the two factors mentioned above, we propose a probing-based captioning approach to leverage PVLMs in a zero-shot …

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Time To Regulate Influencers Who Tell You Where To Put Your Money, Patricia Lui Nov 2023

Time To Regulate Influencers Who Tell You Where To Put Your Money, Patricia Lui

Research Collection Lee Kong Chian School Of Business

Financial scandals elsewhere have shown that ‘finfluencers’ do not always act in good faith and can mislead their followers.

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Matk: The Meme Analytical Tool Kit, Ming Shan Hee, Aditi Kumaresan, Nguyen Khoi Hoang, Nirmalendu Prakash, Rui Cao, Roy Ka-Wei Lee Nov 2023

Matk: The Meme Analytical Tool Kit, Ming Shan Hee, Aditi Kumaresan, Nguyen Khoi Hoang, Nirmalendu Prakash, Rui Cao, Roy Ka-Wei Lee

Research Collection School Of Computing and Information Systems

The rise of social media platforms has brought about a new digital culture called memes. Memes, which combine visuals and text, can strongly influence public opinions on social and cultural issues. As a result, people have become interested in categorizing memes, leading to the development of various datasets and multimodal models that show promising results in this field. However, there is currently a lack of a single library that allows for the reproduction, evaluation, and comparison of these models using fair benchmarks and settings. To fill this gap, we introduce the Meme Analytical Tool Kit (MATK), an open-source toolkit specifically …

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Commentary: Black Or White? Wrong Or Right? Don't Rush To Take Sides On Complex Issues Such As Israel-Hamas Conflict, Siow-Heng Ong, Benjamin Joshua Ong Oct 2023

Commentary: Black Or White? Wrong Or Right? Don't Rush To Take Sides On Complex Issues Such As Israel-Hamas Conflict, Siow-Heng Ong, Benjamin Joshua Ong

Research Collection Lee Kong Chian School Of Business

While responses to the Israel-Hamas conflict have been bitterly divided, they showcase a common phenomenon of people viewing complex situations in black-and-white terms. But how did we get here?

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Experiences Of Autistic Twitch Livestreamers: “I Have Made Easily The Most Meaningful And Impactful Relationships”, Terrance Mok, Anthony Tang, Adam Mccrimmon, Lora Oehlberg Oct 2023

Experiences Of Autistic Twitch Livestreamers: “I Have Made Easily The Most Meaningful And Impactful Relationships”, Terrance Mok, Anthony Tang, Adam Mccrimmon, Lora Oehlberg

Research Collection School Of Computing and Information Systems

We present perspectives from 10 autistic Twitch streamers regarding their experiences as livestreamers and how autism uniquely colors their experiences. Livestreaming offers a social online experience distinct from in-person, face-to-face communication, where autistic people tend to encounter challenges. Our reflexive thematic analysis of interviews with 10 participants showcases autistic livestreamers’ perspectives in their own words. Our findings center on the importance of having streamers establishing connections with other, sharing autistic identities, controlling a space for social interaction, personal growth, and accessibility challenges. In our discussion, we highlight the crucial value of having a medium for autistic representation, as well as …

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In Customer Service, When Is A Full Refund Justified?, Hannah H. Chang Oct 2023

In Customer Service, When Is A Full Refund Justified?, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

In a commentary, SMU Associate Professor of Marketing Hannah Chang discussed the challenges in achieving balance between making genuine amends for the specific incident and strategic reputation management when customers complain. She also noted the challenges in balancing between offering genuine redress and not setting precedents that encourage unreasonable demands. Assoc Prof Chang also shared how companies can take preventive measures by setting clear policies for refunds or compensation, and monitoring online sentiment to stay ahead of brewing issues, thus allowing businesses to address concerns in real time.

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Acceptance Of Communication Technology, Emotional Support And Subjective Well-Being For Chinese Older Adults Living Alone During Covid-19: A Moderated Mediation Model, Ze Ling Nai, Woan Shin Tan, William Tov Sep 2023

Acceptance Of Communication Technology, Emotional Support And Subjective Well-Being For Chinese Older Adults Living Alone During Covid-19: A Moderated Mediation Model, Ze Ling Nai, Woan Shin Tan, William Tov

Research Collection School of Social Sciences

Stringent social distancing measures implemented to control the spread of COVID-19 affected older adults living alone by limiting their social interaction beyond their households. During these restrictions, interactions beyond the household could be facilitated by communication technology (CT) such as voice calls, instant messages. Our study provides evidence on how CT acceptance could influence the emotional support and in turn, subjective well-being (SWB) of older adults living alone. We did a cross-sectional survey with 293 community-dwelling Chinese older adults. Participants were surveyed from September to November 2020 and had completed measures on CT acceptance (competency), emotional support, and SWB. PROCESS …

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"Sissy That Walk”: The Queer Kinaesthetics Of Mobility-Through-Difference, Orlando Woods Sep 2023

"Sissy That Walk”: The Queer Kinaesthetics Of Mobility-Through-Difference, Orlando Woods

Research Collection School of Social Sciences

This article advances the idea of ‘queer kinaesthetics’ to show how moving through difference can enable disaggregated individuals to realize a new sense of becoming. Doing so involves rejecting the categories of identity that lead to disaggregation in the first place, and reorienting the self by developing a distinctly and radically (dis) embodied subject position. I illustrate these ideas by exploring the queer kinaesthetics of drag. Drag is most commonly associated with queer, cisgender males embodying otherness in order to come to terms with the disaggregation that many experience in heteronormative society, and through the heterological norms of representation. By …

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Not Getting Laid: Consumer Acceptance Of Precision Fermentation Made Egg, Oscar Z. Thomas, Mark Chong, Angela K. Y. Leung, Tricia M. Fernandex, Shu Tian Ng Sep 2023

Not Getting Laid: Consumer Acceptance Of Precision Fermentation Made Egg, Oscar Z. Thomas, Mark Chong, Angela K. Y. Leung, Tricia M. Fernandex, Shu Tian Ng

Research Collection Lee Kong Chian School Of Business

Mounting concern over the negative externalities of industrialized animal agriculture, coupled with falling cost curves of novel food technologies have birthed the field of cellular agriculture: a new category of food technology seeking to reproduce the sensory experiences of animal protein, and promising a cleaner, more ethical way of enjoying animal proteins. This research examines consumer acceptance of precision fermentation (PF) made egg products in Germany, Singapore, and the USA. Using an online survey of 3,006 participants, the study examines demographic and dietary traits that predict willingness to try such products and identifies the reasons why consumers are most attracted …

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Public Sentiments And The Influence Of Information-Seeking Preferences On Knowledge, Attitudes, Death Conversation And Receptiveness Towards Palliative Care: Results From A Nationwide Survey In Singapore, Su Lin Yeo, Raymond Han Lip Ng, Tan Ying Peh, May O. Lwin, Poh Heng Chong, Patricia Soek Hui Neo, Jamie Xuelian Zhou, Angel Lee Sep 2023

Public Sentiments And The Influence Of Information-Seeking Preferences On Knowledge, Attitudes, Death Conversation And Receptiveness Towards Palliative Care: Results From A Nationwide Survey In Singapore, Su Lin Yeo, Raymond Han Lip Ng, Tan Ying Peh, May O. Lwin, Poh Heng Chong, Patricia Soek Hui Neo, Jamie Xuelian Zhou, Angel Lee

Research Collection Lee Kong Chian School Of Business

Background: Low awareness about palliative care among the global public and healthcare communities has been frequently cited as a persistent barrier to palliative care acceptance. Given that knowledge shapes attitudes and encourages receptiveness, it is critical to examine factors that influence the motivation to increase knowledge. Health information-seeking from individuals and media has been identified as a key factor, as the process of accessing and interpreting information to enhance knowledge has been shown to positively impact health behaviours. Objective: Our study aimed to uncover public sentiments toward palliative care in Singapore. A conceptual framework was additionally developed to investigate the …

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Impact Of Difficult Negatives On Twitter Crisis Detection, Yuhao Zhang, Siaw Ling Lo, Phyo Yi Win Myint Jul 2023

Impact Of Difficult Negatives On Twitter Crisis Detection, Yuhao Zhang, Siaw Ling Lo, Phyo Yi Win Myint

Research Collection School Of Computing and Information Systems

Twitter has become an alternative information source during a crisis. However, the short, noisy nature of tweets hinders information extraction. While models trained with standard Twitter crisis datasets accomplished decent performance, it remained a challenge to generalize to unseen crisis events. Thus, we proposed adding “difficult” negative examples during training to improve model generalization for Twitter crisis detection. Although adding random noise is a common practice, the impact of difficult negatives, i.e., negative data semantically similar to true examples, was never examined in NLP. Most of existing research focuses on the classification task, without considering the primary information need of …

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The Mutual Constitution Of Culture And Psyche: The Bidirectional Relationship Between Individuals’ Perceived Control And Cultural Tightness-Looseness, Anyi Ma, Krishna Savani, Fangzhou Liu, Kenneth Tai, Aaron C. Kay May 2023

The Mutual Constitution Of Culture And Psyche: The Bidirectional Relationship Between Individuals’ Perceived Control And Cultural Tightness-Looseness, Anyi Ma, Krishna Savani, Fangzhou Liu, Kenneth Tai, Aaron C. Kay

Research Collection Lee Kong Chian School Of Business

According to the theory of mutual constitution of culture and psyche, just as culture shapes people, individuals’ psychological states can influence culture. We build on compensatory control theory, which suggests that low personal control can lead people to prefer societal systems that impose order, to examine the mutual constitution of personal control and cultural tightness. Specifically, we tested whether individuals’ lack of personal control increases their preference for tighter cultures as a means of restoring order and predictability, and whether tighter cultures in turn reduce people’s feelings of personal control. Seven studies (five preregistered) with participants from the United States, …

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Resale Hdb Price Prediction Considering Covid-19 Through Sentiment Analysis, Srinaath Anbu Durai, Zhaoxia Wang May 2023

Resale Hdb Price Prediction Considering Covid-19 Through Sentiment Analysis, Srinaath Anbu Durai, Zhaoxia Wang

Research Collection School Of Computing and Information Systems

Twitter sentiment has been used as a predictor to predict price values or trends in both the stock market and housing market. The pioneering works in this stream of research drew upon works in behavioural economics to show that sentiment or emotions impact economic decisions. Latest works in this stream focus on the algorithm used as opposed to the data used. A literature review of works in this stream through the lens of data used shows that there is a paucity of work that considers the impact of sentiments caused due to an external factor on either the stock or …

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With Generative Ai, Do We Still Need Unis?, Lily Kong, Sun Sun Lim May 2023

With Generative Ai, Do We Still Need Unis?, Lily Kong, Sun Sun Lim

Research Collection School of Social Sciences

In a commentary, SMU President Professor Lily Kong and SMU Vice President of Partnerships and Engagement and Professor of Communication & Technology Lim Sun Sun discussed why there is a need for universities even as generative artificial intelligence (AI) may increasingly cause job displacement. They believe a university education can make all the difference in a world infused with innovations like generative AI, as it allows people to hone their human instincts and people skills to augment the rich substantive knowledge they will acquire. They also shared how universities, with their diverse and stimulating learning environments, can prepare individuals for …

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Digital Literacy Among Older Adults In Singapore, Mindy Eiko Tadai, Micah Tan May 2023

Digital Literacy Among Older Adults In Singapore, Mindy Eiko Tadai, Micah Tan

ROSA Research Briefs

Singapore stands as the fourth most digitally competitive country, after Denmark, USA, and Sweden, in the latest edition of the IMD World Digital Competitiveness Ranking (IMD World Competitiveness Center, 2022). This global ranking measures the capacities of 63 nations to adopt and explore digitally transformative practices across government, industry, and wider society. Among households in Singapore, an astounding 99% have Internet access and 92% have computer access (Infocomm Media Development Authority, 2023). Even within the eldest surveyed cohort, proportions of smartphone usage have risen from 28% in 2017 to 48% in 2021 among resident Singaporeans aged 75 and above, and …

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Title Matters: Impacts Of Titles On User Engagement In Short Video Platforms, Hao Chen Apr 2023

Title Matters: Impacts Of Titles On User Engagement In Short Video Platforms, Hao Chen

Dissertations and Theses Collection (Open Access)

With the increasing popularity of short video marketing in business world, understanding how to engage short video viewers has attracted the attention from both academics and practitioners. Prior studies on short videos mainly focus on how characteristics of users or the attributes of video content affect marketing effectiveness. As a heuristic cue of short video content, the video title is expected to grab viewers’ attention thereby playing an important role in influencing viewers’ attitudes towards the short video consumption. Drawing on signaling theory, I propose that the characteristics of short video titles, such as the length, the sentiment strength, and …

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