My work focuses on the dynamics of marketing strategies and consumer behavior, particularly in the context of retailing and digital media. My research portfolio is organized along two related foci:

(1) the consequences of retailing changes on manufacturers, retailers, and consumers (where I focus on price wars, promotions, location-based mobile advertising, private labels, front-of-package labels, model photography, and online gaming), and

(2) the impact of media changes (such as the role of electronic word-of-mouth and social media, influencer marketing, gender differences in social media communication among top managers).

My two lines of research allow me to use different methods depending on the problem at hand, from conceptual work and meta-analyses, to experimental research, econometrics modeling, text analyses, and machine learning.

I publish regularly in top-tier marketing journals and collaborate with firms to generate real-world impact. Browse the links below to learn more about my recent projects, publications, and working papers.

• Retailing & Consumer Behavior
• Digital & Media Shifts
• Marketing with Purpose
• New Projects