ChrisÌýVargo
- Associate Professor
- ADVERTISING, PUBLIC RELATIONS AND DESIGN
Ìý
Ìýis an associate professor in advertising and Information Systems.Ìý
He enjoys usingÌýcomputer science methods to research social media, news, and advertising data using theories from communication, psychology and political science.
His new book explores howÌývarious types of machine learning can be used for computational content analysis, including Large Language Models (LLMs) and Generative AI (GAI). The ¶¶Òõ´«Ã½ÔÚÏß’s Library has provided
Chris currently teaches undergraduateÌýanalytics, digital advertising courses, and quantitative research methods at the doctoral level.ÌýHe employs computational social science through his company,Ìý.Ìý
He also consults as a technical expert in legal cases involving digital advertising, platform analytics (e.g., KPIs and MAU misrepresentation), and forensic data analysis. He delivers expert reports based on various types of quantitative data.
Chris has long been a computer nerd, but hasÌýthree degrees in Advertising & Public Relations: a PhD from The University of North Carolina at Chapel Hill, an MA from The University of Alabama and a BA from The Pennsylvania State University.