Research themes
AI and consumer interaction
Chatbots, artificial voices and technology-mediated service experiences.
Digital marketplaces and friction
Checkout abandonment, digital purchase journeys and procedural barriers.
Influencers and digital culture
Virtual influencers, brand safety, activism and consumer engagement.
Consumer engagement and resistance
Self-tracking, anti-consumption, de-influencing and consumer subversion.
Selected publications
Artificial Voices, Real Causes: The Dilemma of Virtual Influencer-Driven Brand Activism. Psychology & Marketing (2026).
When Chatbots Cause Trouble: How Agent Type and Conversation Style Shape Consumer Responses to Service Failures. European Journal of Marketing (2025).
Perfectly Imperfect: How Body-Positive Advertisements in Social Media Foster Consumer Engagement. Journal of Advertising (2025).
How Does Self-Congruity Foster Customer Engagement with Global Brands? International Marketing Review (2023).
Influencer Marketing: When and Why Gen Z Consumers Avoid Influencers and Endorsed Brands. Psychology & Marketing (2023).
Why Do Consumers Subvert Brands? Psychology & Marketing (2022).
Can We Anti-Consume Our Way to Sustainability? Journal of Consumer Behaviour (2021).
Research in progress
Digital Self-Tracking and Consumer Engagement: minor revision at the Journal of the Academy of Marketing Science.
Do Discount Codes Increase Checkout Abandonment? revise and resubmit at the Journal of Retailing.
When Influencers Become Unsafe: under review at the International Journal of Research in Marketing.
Recurring Donations and Volunteering: ongoing research on commitment and behavioural substitution.