Assistant Professor at IE Business School, HEC Paris PhD Holder
Information Systems and Technology
My research interest lies in the area of social media (SM) and behavioral aspects of user engagement in SM platforms. I am interested in understanding the role of UGC characteristics and SM features in driving engagement with various forms of rich digital content such as images and videos. My main constructs of interest in UGC are emotions and the visual creativity of content. I am also interested in how the cultural orientations of users determine their collective behavior in SM platforms.