Social Media Virality: Reaching the Tipping Point
2021 - Journal of International Business Research and Marketing
I'm in the final year of my PhD in psychology at the University of Stirling, where I study what repeated non-concussive heading impacts do to the brain. I use brain imaging, magnetic stimulation and blood-based biomarkers to track subtle, short-term changes that may follow heading a ball.
Before Stirling, I was a Research Associate at the Lahore University of Management Sciences where I studied how information travels in online spaces, how it is perceived and how it affects human behaviour. These projects involved looking at misinformation on social media, and modelling how 'viral' content spreads online. Going back further, during my master's at King's College London I looked at how tDCS affected probabilistic learning in patients with schizophrenia.
I enjoy working on complex real-world questions and figuring out ways to test them, whether its the effects of heading on brain health, the spread of online misinformation or the clinical applications of brain stimulation. I also love the teaching and mentoring side of academic life, and helping students find their own footing in research. If any of this overlaps with your own work or curiosity, I'd be glad to hear from you, so feel free to get in touch!
2021 - Journal of International Business Research and Marketing
2022 - Psychiatry Research
2022 - Computers in Human Behavior
2021 - Nature Scientific Reports