I joined the Belk College of Business in 2013 to be part of the university-wide analytics initiative after my ten years of service at North Carolina State University. I am currently Chair of the Marketing Department.
My research interests include Marketing Analytics, Text Mining, Social Media, Culture & Consumers, ESG, and Entertainment Marketing. My research has been published in various journals including Journal of Marketing, Journal of Marketing Research, Management Science, Journal of the Academy of Marketing Science, Journal of Retailing, International Journal of Research in Marketing, Journal of Interactive Marketing, Journal of Consumer Psychology, Journal of International Marketing, Journal of Business Research, Journal of Brand Management, and other journals.
I have taught Consumer/Marketing Analytics, Innovation Analytics, Social Media Analytics, and Marketing Research for both graduate (DSBA and MBA) and undergraduate students.