This study investigates users who simultaneously and actively participate in two contrasting Reddit subcommunities, r/ToastMe and r/RoastMe, each characterized by distinct tones and purposes. The research has been accepted for presentation at the 18th International AAAI Conference on Web and Social Media (ICWSM) in 2024.

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This research was undertaken during my summer 2022 internship at The Washington Post. The primary objective of the study was to identify potential audiences with a higher propensity to engage with specific advertisements using look-alike modeling techniques.

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