Noor Farizah Ibrahim, Dr.

  • drfarizah 

  • Senior Lecturer

    Email : This email address is being protected from spambots. You need JavaScript enabled to view it.

    Tel : +604 653 5050
    Fax : +604 653 3335
    Room : 718

    School of Computer Sciences, Universiti Sains Malaysia, 11800 USM, Pulau Pinang

    Research Cluster

    Service Computing

  • Research Interest

    My research interests revolve around text analytics and machine learning: sentiment analysis, topic modelling and time-series analysis, social media research and e-commerce


    Data analytics, machine learning and social media research


PhD, University of Bristol, UK



Data analytics, predictive modelling using machine learning approach and topic modelling in any domain 

Read: The Stanford Data Science Initiative


FRGS 2020/2021 - PI: Formulating Dynamic Brand-Customer Behavioural Interactions using a combined Machine Learning approach

TRGS 2020/2021 - Co-Researcher: A Two-Pronged Approach in Drawing the Connection between Cyberbullying and Suicide among Adolescents in Malaysia

Member - USM's AI Governance Group

Leader - USM's Data Analytics Group (completed)

Member - AMM's COVID Immunisation Task Force (CITF) Communication




Ibrahim, N.F., Wang, X. Decoding the sentiment dynamics of online retailing customers: Time series analysis of social media (2019) Computers in Human Behavior, 96, pp. 32-45. DOI: 10.1016/j.chb.2019.02.004

Ibrahim, N.F., Wang, X. A text analytics approach for online retailing service improvement: Evidence from Twitter (2019) Decision Support Systems, 121, pp. 37-50. DOI: 10.1016/j.dss.2019.03.002


Ibrahim, N.F., Wang, X., Bourne, H. Exploring the effect of user engagement in online brand communities: Evidence from Twitter (2017) Computers in Human Behavior, 72, pp. 321-338. DOI: 10.1016/j.chb.2017.03.005

Ibrahim, N.F., Durugbo, C. Historical hashtags: An investigation of the '#CometLanding' tweets (2017) Proceedings of the International Conference on Industrial Engineering and Operations Management, 2017 (JUL), pp. 559-568. DOI:

Ibrahim, N.F., Wang, X. Mining social network content of online retail brands: An exploration of engagement, sentiment analysis and topic modelling (2017) Proceedings of the International Conference on Industrial Engineering and Operations Management, 2017 (JUL), pp. 582-582. DOI:

Ibrahim, N.F., Wang, X. Mining social network content of online retail brands: A machine learning approach (2017) Proceedings of the 11th European Conference on Information Systems Management, ECISM 2017, , pp. 129-138. DOI:


Ibrahim, N.F., Durugbo, C. Designing online service: From state-of-the-art to a unified framework (2016) WEBIST 2016 - Proceedings of the 12th International Conference on Web Information Systems and Technologies, 1, pp. 255-262. DOI:


PhD - (1) An Efficient Clustering Algorithm using BaselineBehavior based on Game Theory


  • Speed Path Process Improvement using Data Science and Analytics; 
  • An Exploration of Factors for Mothers having Multiple Children with Thalassemia Major using Topic Modelling;
  • Time-series Analysis and Prediction of S-parameter performance of Radio Frequency Devices; 
  • Sentiment Analysis on Amway's brand; 
  • Sentiment Analysis of Malaysian Public Perceptions to control Covid-19 Pandemic via Twitter; 
  • Machine Learning Approach on Equities Technical Analysis and Trading Strategy; 
  •  Forensic Analytics in Illegal Drug Trading On Darknet


  • Cashless and Cardless: An e-Wallet Integrated Platform;
  • An Interactive Key to the species of Spathoglottis Blume (Orchidaceae) from Peninsular Malaysia
  • University Program Monitoring System
  • WHATSFAKE: Fake News Detection on Social Media Networks
  • WHATSON: Time-series Analysis of Social Media Content


(1) Principle of Data Science and Analytics; (2) Decision Support Systems & Business Intelligence (3) Consumer Behavioral and Social Media Analytics and; (4) System Analysis and Design

Recognition & Leadership

  • A certified International Software Testing Qualification Board (ISTQB) Software Tester (CTFL)
  • Huawei Certified ICT Associate-Artificial Intelligence (HCIA-AI)
  • Huawei Certified Academy Instructor (HCAI)
  • Professional membership: Member of British Computer Society, Data Science Foundation, IEEE Big Data Community
  • WOS/Scopus Journal reviewer


Trainer (Internal/External):

  • Pengurusan Sains Data dan Analitik - Research Officers, Universiti Sains Malaysia
  • Kursus Pengatucaraan Python - PPKT, Universiti Sains Malaysia
  • ML Regression Module - Universiti Sains Malaysia (Kampus Perubatan)
  • Professional Certification in Data Science  - Kulim Advanced Technologies Sdn. Bhd. (KTechno)