Updated Jul 2026

I study the unintended consequences of information systems — how online platforms, social networks, and AI shape human decisions in ways that are often surprising, sometimes adverse, and always consequential. My work appears in MISQ, ISR, and JAIS.

Scholar CV (PDF) Email 660+ cit. · 4.6/5 teach. · AE ×3
Selected Research All research →
Virtual Reality, Mental Models, and Mindful Decision-Making
Sun, H., Li, S., Tseng, S., & Peterson, M. ·Journal of the Association for Information Systems ·2025 IF 7.4
Can Positive Online Social Cues Always Reduce User Avoidance of Sponsored Search Results?
Deng, H., Wang, W., Li, S., & Lim, K. ·MIS Quarterly ·2022 FT50 IF 11.0
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 ·2022 FT50 IF 9.2
Research Streams
S1
Behavior on Digital Platforms
How online platforms shape consumer judgment, attention, and decision-making.
S2
Information Dynamics on Networks
Why information spreads and distorts the way it does on social networks.
S3
Behavior in Organizational Networks
How communication structure inside firms governs knowledge sharing and performance.
Updates
2026 · 01
Appointed Associate Editor — MIS QuarterlyService
2026 · 01
Appointed Associate Editor — Journal of Association for Information SystemsService
2025 · 01
New publication in JAIS — Virtual Reality, Mental Models, and Mindful Decision-MakingPublication
2024 · 12
Best Reviewer of the Year (2024) — Journal of Association for Information SystemsAward
2024 · 06
AI Initiatives Grant awarded — Raymond A. Mason School of Business, 2024Grant
Seth Li · W&M Mason School of Businessseth.li@mason.wm.edu · Updated Jul 2026