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.