My research is motivated by developing theoretical and managerial insights for practitioners and academia. I focus on using unique data sets to investigate marketing phenomena related to digital marketing and social media including electronic word-of-mouth (eWOM) and brand strategy. I am also interested in marketing phenomena related to product development, international marketing, and cultural products such as sports, video games, and movies.
I am working on a variety of projects investigating the intersections between electronic word-of-mouth and brand strategy. For example, some broad research questions I investigate are:
How can firms leverage eWOM for their brand strategies and maximize firm performance outcomes?
In what ways can firms leverage eWOM to discover insights for new product development?
How can we better measure brand outcomes in digital content?
In my research, I focus on using a variety of unique data sources and leveraging large data sets to investigate focal marketing phenomena. I aim to use multiple methods including econometrics models, quasi-experimental methods, and natural language processing to uncover timely and relevant insights for a broad audience.