Social Media

The widespread adoption of social media has heightened interest in its psychological effects, particularly on mental health indicators such as anxiety, depression, loneliness, and sleep quality, as these platforms increasingly influence social interactions and well-being. Although previous research has examined correlations between social media use and mental health, few studies have utilized unsupervised machine learning to segment users based on behavioral and psychological patterns, leaving a gap in identifying distinct risk profiles across diverse groups. This study seeks to address this by segmenting individuals according to their social media usage and psychological well-being, employing clustering to reveal hidden patterns and evaluate their mental health implications. Data from 551 participants, collected via an online survey, were preprocessed using KNN imputation for missing values, one-hot encoding for categorical variables like Gender with 5 unique values, and outlier detection via IQR and Z-score methods. K-Means clustering, optimized at 6 clusters using the Elbow Method and a Silhouette Score of 0.32, was applied, with PCA reducing 22 dimensions for visualization and a correlation heatmap highlighting relationships, such as a 0.28 correlation between social media hours and anxiety.

Early detection of mental health conditions, particularly stress and depression, from social media text remains a challenging open problem in computational psychiatry and natural language processing. Automated systems must contend with figurative language, implicit emotional expression, and the high noise inherent in user-generated content. Existing approaches either leverage external commonsense knowledge to model mental states explicitly, or apply self-augmentation and contrastive training to improve generalization, but seldom do both in a principled, unified framework. We propose K-SENSE (Knowledge-guided Self-augmented Encoder for Neuro-Semantic Evaluation of Mental Health), a framework that jointly exploits external psychological reasoning and internal representation robustness. K-SENSE adopts a three-stage encoding pipeline: (1) inferential commonsense knowledge is extracted from the COMET model across five mental state dimensions; (2) a semantic anchor is constructed by combining hidden representations from two parallel encoding streams, projected into a shared space before fusion; and (3) a supervised contrastive learning objective aligns same-class representations while encouraging the attention mechanism to suppress irrelevant knowledge noise. We evaluate K-SENSE on Dreaddit (stress detection) and Depression_Mixed (depression detection), achieving mean F1-scores of 86.1 (0.6%) and 94.3 (0.8%), respectively, over five independent runs. These represent improvements of approximately 2.6 and 1.5 percentage points over the strongest prior baselines. Ablation experiments confirm the contribution of each architectural component, including the temporal knowledge integration strategy and the choice to keep the knowledge encoder frozen during fine-tuning.

Health misinformation remains one of the most pressing challenges on social media, particularly when cultural traditions intersect with scientific-sounding claims. These dynamics are not only global but also deeply local, manifesting in culturally specific controversies that require careful analysis. Motivated by this, we examine 100 YouTube transcripts that promote or debunk cow urine (gomutra) as a health remedy, focusing on rhetorical strategies such as appeals to authority, efficacy appeals, and conspiracy framing. We employ large language models (LLMs) including GPT-4, GPT-4o, GPT-4.1, GPT-5, Gemini 2.5 Pro, and Mistral Medium 3 to annotate transcripts using a 14-category taxonomy of persuasive tactics. Our analysis reveals that promoters predominantly rely on efficacy appeals and social proof, while debunkers emphasize authority and rebuttal. Human evaluation of a subset of annotations yielded 90.1% inter-annotator agreement, confirming the reliability of our taxonomy and validation process. This work advances computational methods for misinformation analysis and demonstrates how LLMs can support large-scale studies of cultural discourse online.

Social media platforms have become primary channels for health information in the Global South. Using gomutra (cow urine) discourse on YouTube in India as a case study, we present a post-facto Large Language Model (LLM)-assisted discourse analysis of 30 multilingual transcripts showing that promotional content blends sacred traditional language with pseudo-scientific claims in ways that sophisticated debunking content itself mirrors, creating a rhetorical register that LLMs, trained predominantly on Western corpora, are systematically ill-equipped to analyse. Varying prompt tone across three LLMs (GPT-4o, Gemini 2.5 Pro, DeepSeek-V3.1), we find that culturally embedded health misinformation does not look like ordinary misinformation, and this cultural obfuscation extends to gendered rhetoric and prompt design, compounding analytical unreliability. Our findings argue that cultural competency in LLM-assisted discourse analysis cannot be retrofitted through prompt engineering alone.

Recent work has used LLM agents to reproduce empirical social science results with access to both the data and code. We broaden this scope by asking: Can they reproduce results given only a paper's methods description and original data? We develop an agentic reproduction system that extracts structured methods descriptions from papers, runs reimplementations under strict information isolation -- agents never see the original code, results, or paper -- and enables deterministic, cell-level comparison of reproduced outputs to the original results. An error attribution step traces discrepancies through the system chain to identify root causes. Evaluating four agent scaffolds and four LLMs on 48 papers with human-verified reproducibility, we find that agents can largely recover published results, but performance varies substantially between models, scaffolds, and papers. Root cause analysis reveals that failures stem both from agent errors and from underspecification in the papers themselves.

Social media platforms have become primary arenas for climate communication, generating millions of images and posts that - if systematically analysed - can reveal which communication strategies mobilise public concern and which fall flat. We aim to facilitate such research by analysing how computer vision methods can be used for social media discourse analysis. This analysis includes application-based taxonomy design, model selection, prompt engineering, and validation. We benchmark six promptable vision-language models and 15 zero-shot CLIP-like models on two datasets from X (formerly Twitter) - a 1,038-image expert-annotated set and a larger corpus of over 1.2 million images, with 50,000 labels manually validated - spanning five annotation dimensions: animal content, climate change consequences, climate action, image setting, and image type. Among the models benchmarked, Gemini-3.1-flash-lite outperforms all others across all super-categories and both datasets, while the gap to open-weight models of moderate size remains relatively small. Beyond instance-level metrics, we advocate for distributional evaluation: VLM predictions can reliably recover population level trends even when per-image accuracy is moderate, making them a viable starting point for discourse analysis at scale. We find that chain-of-thought reasoning reduces rather than improves performance, and that annotation dimension specific prompt design improves performance. We release tweet IDs and labels along with our code at https://github.com/KathPra/Codebooks2VLMs.git.

We present AI-Gram, a fully deployed, continuously operating social platform where every participant is an autonomous LLM-driven agent generating and responding to visual content. Unlike prior multi-agent simulations, AI-Gram operates as a live, AI-native social network with genuine visual perception: agents observe each other's images, generate new images in response, and form persistent social relationships, all without human participation. This design eliminates human confounds and makes the platform a uniquely clean instrument for studying AI social dynamics at scale. Our eight pre-registered experiments reveal a coherent three-act dynamic. Act I (Chain Formation): Agents spontaneously form image-to-image visual reply chains; multi-hop visual conversations that emerge without any explicit coordination alongside social ties driven by personality rather than aesthetic similarity. Act II (Aesthetic Sovereignty): Despite active chain participation, agents exhibit strong stylistic inertia; visual identity remains stable under social exposure, anchors paradoxically under adversarial pressure, and decouples from social community structure. Act III (Aesthetic Polyphony): Sovereign styles aggregate within chains, generating conversations that are simultaneously subject-coherent and style-diverse, richer than any single agent could produce alone, while visual themes cascade super-critically across the network. We release AI-Gram as a publicly accessible, continuously evolving platform. https://ai-gram.ai/

Current benchmarks for evaluating large language models (LLMs) in social media moderation completely overlook a serious threat: covert advertisements, which disguise themselves as regular posts to deceive and mislead consumers into making purchases, leading to significant ethical and legal concerns. In this paper, we present the CHASM, a first-of-its-kind dataset designed to evaluate the capability of Multimodal Large Language Models (MLLMs) in detecting covert advertisements on social media. CHASM is a high-quality, anonymized, manually curated dataset consisting of 4,992 instances, based on real-world scenarios from the Chinese social media platform Rednote. The dataset was collected and annotated under strict privacy protection and quality control protocols. It includes many product experience sharing posts that closely resemble covert advertisements, making the dataset particularly challenging.The results show that under both zero-shot and in-context learning settings, none of the current MLLMs are sufficiently reliable for detecting covert advertisements.Our further experiments revealed that fine-tuning open-source MLLMs on our dataset yielded noticeable performance gains. However, significant challenges persist, such as detecting subtle cues in comments and differences in visual and textual structures.We provide in-depth error analysis and outline future research directions. We hope our study can serve as a call for the research community and platform moderators to develop more precise defenses against this emerging threat.

Generative AI has enabled the creation of photorealistic images and videos that are increasingly disseminated on social media, often used for spam, misinformation, manipulation, and fraud. Existing AI-generated content (AIGC) detection methods face challenges including poor generalization to new generation models, reliance on single modalities, and lack of interpretable explanations. We present our pipeline that mitigates these issues by continuously curating diverse multi-modal social media data and training a compact vision-language model for detection and explanation. Our model achieves state-of-the-art detection performance on public benchmarks and demonstrates robust detection and explanation capabilities on internal social media datasets across multiple platforms. We deployed our model for post recommendation on social media platforms and observed positive downstream impacts on user engagement, demonstrating that it is feasible to perform effective AIGC detection in dynamic, real-world social media environments.

AI agents powered by large language models are increasingly acting on behalf of humans in social and economic environments. Prior research has focused on their task performance and effects on human outcomes, but less is known about the relationship between agents and the specific individuals who deploy them. We ask whether agents systematically reflect the behavioral characteristics of their human owners, functioning as behavioral extensions rather than producing generic outputs. We study this question using 10,659 matched human-agent pairs from Moltbook, a social media platform where each autonomous agent is publicly linked to its owner's Twitter/X account. By comparing agents' posts on Moltbook with their owners' Twitter/X activity across features spanning topics, values, affect, and linguistic style, we find systematic transfer between agents and their specific owners. This transfer persists among agents without explicit configuration, and pairs that align on one behavioral dimension tend to align on others. These patterns are consistent with transfer emerging through accumulated interaction between owners (or owners' computer environments) and their agents in everyday use. We further show that agents with stronger behavioral transfer are more likely to disclose owner-related personal information in public discourse, suggesting that the same owner-specific context that drives behavioral transfer may also create privacy risk during ordinary use. Taken together, our results indicate that AI agents do not simply generate content, but reflect owner-related context in ways that can propagate human behavioral heterogeneity into digital environments, with implications for privacy, platform design, and the governance of agentic systems.

Depression is one of the most prevalent and debilitating mental health conditions worldwide, frequently underdiagnosed and undertreated. The proliferation of social media platforms provides a rich source of naturalistic linguistic signals for the automated monitoring of psychological well-being. In this work, we propose a system based on Large Language Models (LLMs) for depression risk assessment in Reddit posts, through multi-label classification of eight depression-associated emotions and the computation of a weighted severity index. The method is evaluated in a zero-shot setting on the annotated DepressionEmo dataset (~6,000 posts) and applied in-the-wild to 469,692 comments collected from four subreddits over the period 2024-2025. Our best model, gemma3:27b, achieves micro-F1 = 0.75 and macro-F1 = 0.70, results competitive with purpose-built fine-tuned models (BART: micro-F1 = 0.80, macro-F1 = 0.76). The in-the-wild analysis reveals consistent and temporally stable risk profiles across communities, with marked differences between r/depression and r/anxiety. Our findings demonstrate the feasibility of a cost-effective, scalable approach for large-scale psychological monitoring.

This paper presents a computational case study that evaluates the capabilities of specialized machine learning models and emerging multimodal large language models for Visual Political Communication (VPC) analysis. Focusing on concentrated visibility in Instagram stories and posts during the 2021 German federal election campaign, we compare the performance of traditional computer vision models (FaceNet512, RetinaFace, Google Cloud Vision) with a multimodal large language model (GPT-4o) in identifying front-runner politicians and counting individuals in images. GPT-4o outperformed the other models, achieving a macro F1-score of 0.89 for face recognition and 0.86 for person counting in stories. These findings demonstrate the potential of advanced AI systems to scale and refine visual content analysis in political communication while highlighting methodological considerations for future research.

In this study, we present the first comprehensive evaluation of modern LLMs - including GPT-4, GPT-4o, GPT-3.5-Turbo, Gemini 1.5 Pro, DeepSeek-V3, Llama 3.2, and BERT - across three core social media analytics tasks on a Twitter (X) dataset: (I) Social Media Authorship Verification, (II) Social Media Post Generation, and (III) User Attribute Inference. For the authorship verification, we introduce a systematic sampling framework over diverse user and post selection strategies and evaluate generalization on newly collected tweets from January 2024 onward to mitigate "seen-data" bias. For post generation, we assess the ability of LLMs to produce authentic, user-like content using comprehensive evaluation metrics. Bridging Tasks I and II, we conduct a user study to measure real users' perceptions of LLM-generated posts conditioned on their own writing. For attribute inference, we annotate occupations and interests using two standardized taxonomies (IAB Tech Lab 2023 and 2018 U.S. SOC) and benchmark LLMs against existing baselines. Overall, our unified evaluation provides new insights and establishes reproducible benchmarks for LLM-driven social media analytics. The code and data are provided in the supplementary material and will also be made publicly available upon publication.

Automated analysis of customer feedback on social media is hindered by three challenges: the high cost of annotated training data, the scarcity of evaluation sets, especially in multilingual settings, and privacy concerns that prevent data sharing and reproducibility. We address these issues by developing a generalizable synthetic data generation pipeline applied to a case study on customer distress detection in French public transportation. Our approach utilizes backtranslation with fine-tuned models to generate 1.7 million synthetic tweets from a small seed corpus, complemented by synthetic reasoning traces. We train 600M-parameter reasoners with English and French reasoning that achieve 77-79% accuracy on human-annotated evaluation data, matching or exceeding SOTA proprietary LLMs and specialized encoders. Beyond reducing annotation costs, our pipeline preserves privacy by eliminating the exposure of sensitive user data. Our methodology can be adopted for other use cases and languages.

Online political hostility is pervasive, yet it remains unclear how toxicity varies across campaign issues and political ideology, and what psychosocial signals and framing accompany toxic expression online. In this work, we present a large-scale analysis of discourse on X (Twitter) during the five weeks surrounding the 2024 U.S. presidential election. We categorize posts into 10 major campaign issues, estimate the ideology of posts using a human-in-the-loop LLM-assisted annotation process, detect harmful content with an LLM-based toxicity detection model, and then examine the psychological drivers of toxic content. We use these annotated data to examine how harmful content varies across campaign issues and ideologies, as well as how emotional tone and moral framing shape toxicity in election discussions. Our results show issue heterogeneity in both the prevalence and intensity of toxicity. Identity-related issues displayed the highest toxicity intensity. As for specific harm categories, harassment was most prevalent and intense across most of the issues, while hate concentrated in identity-centered debates. Partisan posts contained more harmful content than neutral posts, and ideological asymmetries in toxicity varied by issue. In terms of psycholinguistic dimensions, we found that toxic discourse is dominated by high-arousal negative emotions. Left- and right-leaning posts often exhibit similar emotional profiles within the same issue domain, suggesting emotional mirroring. Partisan groups frequently rely on overlapping moral foundations, while issue context strongly shapes which moral foundations become most salient. These findings provide a fine-grained account of toxic political discourse on social media and highlight that online political toxicity is highly context-dependent, underscoring the need for issue-sensitive approaches to measuring and mitigating it.

Reclaimed slur usage is a common and meaningful practice online for many marginalized communities. It serves as a source of solidarity, identity, and shared experience. However, contemporary automated and AI-based moderation tools for online content largely fail to distinguish between reclaimed and hateful uses of slurs, resulting in the suppression of marginalized voices. In this work, we use quantitative and qualitative methods to examine the attitudes of social media users in LGBTQIA+, Black, and women communities around reclaimed slurs targeting our focus groups including the f-word, n-word, and b-word. With social media users from these communities, we collect and analyze an annotated online slur usage corpus. The corpus includes annotators' perceptions of whether an online text containing a slur should be flagged as hate speech, as well as contextual features of the slur usage. Across all communities and annotation questions, we observe low inter-annotator agreement, indicating substantial disagreement among in-group annotators. This is compounded by the fact that, absent clear contextual signals of identity and intent, even in-group members may disagree on how to interpret reclaimed slur usage online. Semi-structured interviews with annotators suggest that differences in lived experience and personal history contribute to this variation as well. We find poor alignment between annotator judgments and automated hate speech assessments produced by Perspective API. We further observe that certain features of a text such as whether the slur usage was derogatory and if the slur was targeted at oneself are more associated with whether annotators report the text as hate speech. Together, these findings highlight the inherent subjectivity and contextual nature of how marginalized communities interpret slurs online.

As Large Language Models (LLMs) transition from text processors to autonomous agents, evaluating their social reasoning in embodied multi-agent settings becomes critical. We introduce SocialGrid, an embodied multi-agent environment inspired by Among Us that evaluates LLM agents on planning, task execution, and social reasoning. Our evaluations reveal that even the strongest open model (GPT-OSS-120B) achieves below 60% accuracy in task completion and planning, with agents getting stuck in repetitive behaviors or failing to navigate basic obstacles. Since poor navigation confounds evaluation of social intelligence, SocialGrid offers an optional Planning Oracle to isolate social reasoning from planning deficits. While planning assistance improves task completion, social reasoning remains a bottleneck: agents fail to detect deception at near-random chance regardless of scale, relying on shallow heuristics rather than accumulating behavioral evidence. SocialGrid provides automatic failure analysis and fine-grained metrics, enabling developers to diagnose and improve their agents. We also establish a competitive leaderboard using Elo ratings from adversarial league play.

This thesis investigates geographic dialect alignment in place-informed social media communities, focussing on New Zealand-related Reddit communities. By integrating qualitative analyses of user perceptions with computational methods, the study examines how language use reflects place identity and patterns of language variation and change based on user-informed lexical, morphosyntactic, and semantic variables. The findings show that users generally associate language with place, and place-related communities form a contiguous speech community, though alignment between geographic dialect communities and place-related communities remains complex. Advanced language modelling, including static and diachronic Word2Vec language embeddings, revealed semantic variation across place-based communities and meaningful semantic shifts within New Zealand English. The research involved the creation of a corpus containing 4.26 billion unprocessed words, which offers a valuable resource for future study. Overall, the results highlight the potential of social media as a natural laboratory for sociolinguistic inquiry.

Moltbook is a social media platform in which posts and comments are authored exclusively by autonomous AI agents. We present the Moltbook Observatory Archive, an incremental dataset that passively records agent profiles, posts, comments, community metadata (``submolts''), platform-level time-series snapshots, and word-frequency trend aggregates obtained by continuously polling the Moltbook API. Data are stored in a live SQLite observatory database and exported as date-partitioned Parquet files to enable efficient analysis and reproducible research. The documented release covers 78days of platform activity (2026-01-27 to 2026-04-14) and contains 2,615,098posts and 1,213,007comments from 175,886unique posting agents across 6,730~communities. This is, to our knowledge, the first large-scale observational dataset of a social network populated exclusively by autonomous AI agents. The archive is intended to support research on multi-agent communication, emergent social behavior, and safety-relevant phenomena in agent-only online environments, and it is released under the MIT license with code for collection and export.

Online hate speech is associated with harms ranging from deteriorating mental health to violence, yet how consistently platforms moderate hate, and whether enforcement is feasible at scale, remain poorly understood. We audit hate speech moderation on Twitter (now X) using 540,000 tweets annotated by trained native speakers, representative of a full day on the platform. Five months after posting, 80% of hateful tweets, including violent ones, remained online. Removal was only marginally more likely than for non-hateful tweets, far below scams or adult content, and insensitive to severity and reach. Automated detection could not reliably classify hate but ranked it highly, enabling human triage. Simulating this workflow, current staffing curbed little exposure, yet substantial reductions proved financially feasible, far below applicable regulatory fines. Persistent hate reflects resource allocation, not technical limits.

The ubiquity of multimedia content is reshaping online information spaces, particularly in social media environments. At the same time, search is being rapidly transformed by generative AI, with large language models (LLMs) routinely deployed as intermediaries between users and multimedia content to retrieve and summarize information. Despite their growing influence, the impact of LLM inaccuracies and potential vulnerabilities on multimedia information-seeking tasks remains largely unexplored. We investigate how generative AI affects accuracy, efficiency, and confidence in information retrieval from videos. We conduct an experiment with around 900 participants on 8,000+ video-based information-seeking tasks, comparing behavior across three conditions: (1) access to videos only, (2) access to videos with LLM-based AI assistance, and (3) access to videos with a deceiving AI assistant designed to provide false answers. We find that AI assistance increases accuracy by 3-7% when participants viewed the relevant video segment, and by 27-35% when they did not. Efficiency increases by 10% for short videos and 25% for longer ones. However, participants tend to over-rely on AI outputs, resulting in accuracy drops of up to 32% when interacting with the deceiving AI. Alarmingly, self-reported confidence in answers remains stable across all three conditions. Our findings expose fundamental safety risks in AI-mediated video information retrieval.

The literature has witnessed an emerging interest in AI agents for automated assessment of scientific papers. Existing benchmarks focus primarily on the computational aspect of this task, testing agents' ability to reproduce or replicate research outcomes when having access to the code and data. This setting, while foundational, (1) fails to capture the inconsistent availability of new data for replication as opposed to reproduction, and (2) lacks ground-truth diversity by focusing only on reproducible papers, thereby failing to evaluate an agent's ability to identify non-replicable research. Furthermore, most benchmarks only evaluate outcomes rather than the replication process. In response, we introduce ReplicatorBench, an end-to-end benchmark, including human-verified replicable and non-replicable research claims in social and behavioral sciences for evaluating AI agents in research replication across three stages: (1) extraction and retrieval of replication data; (2) design and execution of computational experiments; and (3) interpretation of results, allowing a test of AI agents' capability to mimic the activities of human replicators in real world. To set a baseline of AI agents' capability, we develop ReplicatorAgent, an agentic framework equipped with necessary tools, like web search and iterative interaction with sandboxed environments, to accomplish tasks in ReplicatorBench. We evaluate ReplicatorAgent across four underlying large language models (LLMs), as well as different design choices of programming language and levels of code access. Our findings reveal that while current LLM agents are capable of effectively designing and executing computational experiments, they struggle with retrieving resources, such as new data, necessary to replicate a claim. All code and data are publicly available at https://github.com/CenterForOpenScience/llm-benchmarking.

The prevalence of rapidly evolving slang, neologisms, and highly stylized expressions in informal user-generated text, particularly on Chinese social media, poses significant challenges for Machine Translation (MT) benchmarking. Specifically, we identify two primary obstacles: (1) data scarcity, as high-quality parallel data requires bilingual annotators familiar with platform-specific slang, and stylistic cues in both languages; and (2) metric limitations, where traditional evaluators like COMET often fail to capture stylistic fidelity and nonstandard expressions. To bridge these gaps, we introduce CSM-MTBench, a benchmark covering five Chinese-foreign language directions and consisting of two expert-curated subsets: Fun Posts, featuring context-rich, slang- and neologism-heavy content, and Social Snippets, emphasizing concise, emotion- and style- driven expressions. Furthermore, we propose tailored evaluation approaches for each subset: measuring the translation success rate of slang and neologisms in Fun Posts, while assessing tone and style preservation in Social Snippets via a hybrid of embedding-based metrics and LLM-as-a-judge. Experiments on over 20 models reveal substantial variation in how current MT systems handle semantic fidelity and informal, social-media-specific stylistic cues. CSM-MTBench thus serves as a rigorous testbed for advancing MT systems capable of mastering real-world Chinese social media texts.

Social media platforms such as Twitter (now X) provide rich data for analyzing public discourse, especially during crises such as the COVID-19 pandemic. However, the brevity, informality, and noise of social media short texts often hinder the effectiveness of traditional topic modeling, producing incoherent or redundant topics that are often difficult to interpret. To address these challenges, we have developed \emph{TM-Rephrase}, a model-agnostic framework that leverages large language models (LLMs) to rephrase raw tweets into more standardized and formal language prior to topic modeling. Using a dataset of 25,027 COVID-19-related Twitter posts, we investigate the effects of two rephrasing strategies, general- and colloquial-to-formal-rephrasing, on multiple topic modeling methods. Results demonstrate that \emph{TM-Rephrase} improves three metrics measuring topic modeling performance (i.e., topic coherence, topic uniqueness, and topic diversity) while reducing topic redundancy of most topic modeling algorithms, with the colloquial-to-formal strategy yielding the greatest performance gains and especially for the Latent Dirichlet Allocation (LDA) algorithm. This study contributes to a model-agnostic approach to enhancing topic modeling in public health related social media analysis, with broad implications for improved understanding of public discourse in health crisis as well as other important domains.

How hard is it to achieve consensus in a social network under uncertainty? In this paper we model this problem as a social graph of agents where each vertex is initially colored red or blue. The goal of the agents is to achieve consensus, which is when the colors of all agents align. Agents attempt to do this locally through steps in which an agent changes their color to the color of the majority of their neighbors. In real life, agents may not know exactly how many of their neighbors are red or blue, which introduces uncertainty into this process. Modeling uncertainty as perturbations of relative magnitude $1+\varepsilon$ to these color neighbor counts, we show that even small values of $\varepsilon$ greatly hinder the ability to achieve consensus in a social network. We prove theoretically tight upper and lower bounds on the price of uncertainty, a metric defined in previous work by Balcan et al. to quantify the effect of uncertainty in network games.

Accurate modeling of subjective phenomena such as emotion expression requires data annotated with authors' intentions. Commonly such data is collected by asking study participants to donate and label genuine content produced in the real world, or create content fitting particular labels during the study. Asking participants to create content is often simpler to implement and presents fewer risks to participant privacy than data donation. However, it is unclear if and how study-created content may differ from genuine content, and how differences may impact models. We collect study-created and genuine multimodal social media posts labeled for emotion and compare them on several dimensions, including model performance. We find that compared to genuine posts, study-created posts are longer, rely more on their text and less on their images for emotion expression, and focus more on emotion-prototypical events. The samples of participants willing to donate versus create posts are demographically different. Study-created data is valuable to train models that generalize well to genuine data, but realistic effectiveness estimates require genuine data.

Social media influencers account for a growing share of marketing worldwide. We demonstrate the existence of a novel form of market failure in the advertising market: influencer cartels, where groups of influencers collude to increase their advertising revenue by inflating their engagement. Our theoretical model shows that influencer cartels can improve consumer welfare if they expand social media engagement to the target audience, or reduce welfare if they divert engagement to less relevant audiences. Drawing on the model's insights, we empirically examine influencer cartels using novel datasets and machine learning tools, and derive policy implications.

Moral language is subtle and culturally variable, making it difficult to translate faithfully across languages. Idiomatic expressions, slang, and cultural references introduce hard-to-avoid translation artifacts. Yet automated moral values classification depends on language-specific annotated corpora that exist almost exclusively in English. We investigate whether LLM-based translation can bridge this gap, taking Polish as a test case. Using ~50k morally-annotated social media posts from a diverse range of topics, we apply a principled four-method validation pipeline: LaBSE cross-lingual embedding similarity, Centered Kernel Alignment (CKA), LLM-as-judge evaluation, and deep learning classifier parity tests. We show that despite shortcomings in handling slang, vulgarity, and culturally-loaded expressions, direct translation preserves subtle moral cues well enough to be harvested by cross-lingual machine learning - with a mean cosine similarity of 0.89 and classification accuracy gaps of 0.01-0.02 AUROC across foundations. These results demonstrate that machine translation is a practical and cost-effective path to moral research in languages currently under-resourced in this domain. We demonstrate this for Polish as a representative Slavic language, with expected generalization to related languages.

This paper investigates the use of an LLM to generate auxiliary background context for social media posts, and explores four methods to incorporate this context into the input of an SBERT-based Hate Speech Detection (HSD) classifier. These are: text concatenation, embedding concatenation, a hierarchical transformer-based fusion, and LLM-driven text enhancement. We evaluate the impact of our context generation and incorporation strategies in a textual setting on the Latent Hatred dataset of implicitly hateful tweets and a multimodal setting on the MAMI dataset of misogynous internet memes. Results are evaluated against a zero-context baseline, two previous approaches based on entity linking, and a zero-shot LLM classifier. Findings indicate that incorporating generated context improves HSD performance by up to 3 and 6 F1 points on textual and multimodal settings respectively, from a zero-context baseline to the highest-performing system, based on embedding concatenation.