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New Scientist: I exposed how online profiling leaves us open to mass persuasion


Dr David Stillwell, University Lecturer in Big Data Analytics & Quantitative Social Science at Cambridge Judge Business School, talks about social media and how data like Facebook “likes” can be used for marketing purposes. A study co-authored by David found that only nine likes is enough to predict someone’s personality as well as a work colleague could do, and 65 likes as well as a friend. In addition, it is also possible to predict a person’s gender, age and political views. David says that data can be used in various ways: “We can be hacked, manipulated, persuaded or encouraged.”

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