“Social Physics” is Alex Pentland’s term for this kind of analysis. He’s been using it for a decade or two https://a.co/d/0jcnmbap it’s almost a trademark at this point. Most people (including me when I was working on this stuff) refer to it as human dynamics

That being said, August Comte came up with the name back in the 19th century before settling on “Sociology”

No physics werw involved in this article. But I guess it makes it appear more "sciency"