Dongliang Sheng

Research Interests

My area of research focus is the analysis of user-generated content on digital platforms to gain insight into user behaviours and consumer preferences.

I primarily use causal inference methods and machine learning techniques to analyze complex datasets. I specifically study the ways in which users on digital platforms generate content to establish social distinction and the ways in which social distinction influences user behaviours, such as consumer purchasing behaviours on e-commerce platforms, online endorsements on social media platforms and other forms of user participation on digital platforms.