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Personal profile


Background: My main research work on Twitter since 2009 focuses specifically on visualisation, clustering and pattern recognition, inference algorithms, and demographic analysis.

Pioneering work: I am the first in Monash University to explore this niche research area; and one of the pioneers in studying Twitter as a viable source of 'big' social media data prior to Twitter's restrictions on its APIs.

My research is unique as it is an extension of the work done since 2009 for my PhD, where I investigated low-cost and statistically sound methods for demographic analysis and the study of communication patterns using Twitter as a platform. Techniques I have uncovered could be extended to other contexts such as different social media platforms, different investigative foci, etc.

My latest research contributions include a multidisciplinary analysis of communication patterns on Twitter w.r.t. alcohol producers and consumers.


Related Links:

Supervision interests

Potential industry engagement: My research experience on social media analysis (my forte is in Twitter) is an invaluable asset to stakeholders in industry, research, and policymaking.
Examples of potential applications of my research are:
* big data analysis on social media platforms
* analysing social trends, with emphasis on the Twitter social network
* reading public sentiment for policymaking and good governance
* helping determine market sentiment for a product to increase brand loyalty and consumer satisfaction

I will be interested and am more than happy to present at industry conferences/meetings to contribute my knowledge in my research domain.

Monash teaching commitment

Dr Marc Cheong has experience as the Chief Examiner for the following units in the Faculty of IT:

  • FIT1040 Programming fundamentals
  • FIT3036 Computer science project
  • FIT3063/FIT4063 Human-computer interaction

Marc has experience as the Lecturer for the following units in the Faculty of IT:

  • FIT1040 Programming fundamentals
  • FIT3036 Computer science project
  • FIT3047 Industry experience project
  • FIT3048 Industry experience project
  • FIT3063/FIT4063 Human-computer interaction
  • FIT9004 Computer programming for business
  • ENG1003 Engineering mobile apps


  • Twitter
  • microblogging
  • social media
  • HCI
  • Google Glass
  • textile
  • recognition
  • decomposition
  • matrices

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2008 2018

  • 9 Conference Paper
  • 4 Article
  • 3 Chapter (Book)
Open Access

Technological seduction and self-radicalization

Alfano, M., Carter, J. A. & Cheong, M., 2018, In : Journal of the American Philosophical Association. 4, 3, p. 298-322 25 p.

Research output: Contribution to journalArticleResearchpeer-review

Open Access

An investigation of how the Australian brewing industry influence consumers on Twitter

Aleti, T., Harrigan, P., Cheong, M. & Turner, W., 2016, In : Australian Journal of Information Systems. 20, p. 1-20 20 p.

Research output: Contribution to journalArticleResearchpeer-review

Open Access

Twitter, alcohol and wasted war stories: Potted lessons in social media–based methodologies

Cheong, M., Aleti, T. & Turner, W., 2016, SAGE Research Methods Cases. SAGE Publications Ltd, 13 p.

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Otherpeer-review

Interpreting the 2011 London riots from Twitter metadata

Cheong, M., Ray, S. & Green, D. G., 2012, Proceedings of the 2012 12th International Conference on Intelligent Systems Design and Applications. Abraham, A., Zomaya, A., Ventura, S., Yager, R., Snasel, V., Muda, A. K. & Samuel, P. (eds.). Piscataway NJ USA: IEEE, Institute of Electrical and Electronics Engineers, p. 915 - 920 6 p.

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review