His research interests include marketing communication, consumer psychology, internet and social media marketing, and service marketing. His work has appeared in leading marketing and communication journals such as International Journal of Advertising, Journal of Advertising, Cyberpsychology, Behavior and Social Networking, Computers in Human Behavior, Journal of Business Research, and Industrial Marketing Management. He serves on the editorial board at Cyberpsychology, Behavior and Social Networking, Journal of Service Theory and Practice, and Journal of Global Scholars of Marketing Science.