My research interests include:

• Online consumer behavior
• Digital marketing (e.g. mobile marketing, social media marketing)
• Digitalization (e.g. mobile application use and mobile payment adoption)
• Brand equity

I commonly work with cross-sectional data and apply multi-variate analysis methods including structural equation modeling (SEM) and clustering via machine learning algorithms.

My supervisory interests are mainly focused on different aspects of digital marketing and online consumer behavior such as mobile marketing, social media marketing, mobile application usage, and technology adoption. I am experienced in research in tourism, healthcare services, consumer goods, and retail contexts. Postgraduate students who are interested in quantitative studies in these fields should consider contacting me for supervision. 

I try to overcome the passive engagement problem by adopting a teaching style that promotes active learning. I promote group work (for in-class activities and certain formative/summative assignments) through which collaboration and discussion can be established and extrinsic feedback provided by group members is a critical element of experiential learning. 
The assignments I favor are career-focused and facilitate applying the relevant concepts/methods to real-life problems to produce a solution (e. preparing a marketing plan, promotional campaign, developing a product/service/concept via Business Model Canvas ). Students can practice their skills and become more actively involved in the activity/ module.