My Research at a Glance

My research broadly examines how technological advancements and digital culture shape the way people think, trust, and engage as consumers. Across contexts—including influencer marketing, online activism, and virtual spaces—my work shows how online environments subtly alter what feels real, relatable, and worth participating in.

By linking large-scale social change to individual decision-making, I aim to explain how consumers navigate a marketplace where distinctions between human and artificial, personal and public, and commerce and politics are increasingly blurred—and what these shifts mean for theory, practice, and everyday life.

Overall, my work is situated in three (overlapping) pipelines: (1) digital identity and social perception, (2) new media and technology, and (3) cultural and political shifts.