My research interests lie at the intersection of marketing, consumer behavior, and emerging technologies. I am particularly interested in the impact of electronic word of mouth (eWOM) on consumer decision-making, focusing on the influence of content (both text and images) in social media and product reviews. Additionally, I explore the adoption of voice personal assistants and mobile health apps, aiming to understand consumer motivations and privacy concerns in these contexts.
A new stream of research that captivates me is generative AI and its potential to revolutionize marketing practices. By combining my expertise in marketing and consumer behavior with the power of generative AI, I aim to investigate how this technology can be harnessed to create innovative marketing content, personalize consumer experiences, and uncover novel insights from vast amounts of data. Methodologically, I employ advanced techniques such as image analytics, text mining, and topic modeling to extract valuable insights from diverse data sources spanning various. Ultimately, my goal is to leverage cutting-edge technologies and data-driven approaches to push the boundaries of marketing research and contribute to the development of groundbreaking strategies that drive business value in the rapidly evolving digital landscape.