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.

Online consumer behavior, digital marketing, technology adoption, quantitative studies. 

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.g. preparing a marketing plan, promotional campaign, developing a mobile application/service via Business Model Canvas). Students can practice their skills and become more actively involved in the activity/ module.