PhD in Marketing Students

My research interests center primarily around the consumer identity project and the ways in which such identities are constructed through decision-making processes within the post-modern consumer society. My studies aim to examine the subjective experiences of identity formation during symbolic consumption and the factors that contribute to the maintenance or disruption of these identities within the technologocal hyperreality that is manufactured by brands and social influencers.

My research interests mainly lie in targeting and personalization, and digital marketing. Specifically, I am interested in extracting policy-relevant insights from fine-grained level consumer behavior data collected by digital technology, and leverage this information to design effective and efficient targeting policies building on recent advancements in causal machine learning and policy learning.

I am a doctoral student in Marketing at Columbia Business School and am on the 2024-2025 job market. I research Marketing for the Greater Good, focusing on marketplace practices that promote individual, societal, and environmental well-being. Thus, my research framework centers on the three stakeholders:

My research focuses on gleaning business insights from unstructured data like images and text. Recently, my work explores how to estimate latent treatment effects in various contexts, such as for user-generated content and social issues like discrimination. This research lies at the nexus of several methods including deep generative modeling, representation learning, applied econometrics, and causal inference.

My research focuses on the intersection of emerging technologies and their commercial and societal impacts. I investigate how technologies like livestreams, augmented reality (AR), generative AI (GenAI), and NFTs reshape social interactions, digital experiences, and product perceptions.

I study social cognition, choice architecture, and the psychology of money and debt. I am particularly interested in how social norms and new technologies influence our financial behaviors and relationships with others. I explore these topics with lab and field experiments as well as analysis of secondary data. 

I’m interested in understanding what makes each of us get out of bed in the  morning. For me, it’s connecting with others, being active and outside and trying  to better understand how we are all navigating a chaotic world just trying  to feel better. How can we guide consumers to make healthier choices for themselves and others? How do consumers think about their health versus their wellness? We are all more complicated than we can verbalize, so what are the underlying  cognitive processes that form our preferences and define our sense of self?

I study the behavioral dimensions of climate change and the policy application of behavioral interventions.

I study the role of unstructured data (e.g., images, texts and videos) in marketing communications and consumption experiences. I am also broadly interested in the topics in creator economy. Specifically, my research projects are built around the tension that content creators face as they commercialize. I use a variety of techniques including representation learning, Bayesian modeling and analytical modeling.

My broad research agenda centers on creator economy, digital marketing and online video platforms. My work explores production and promotion decisions of content creators on online video/livestreaming platforms. I study these topics using a combination of different methods, including computer vision, high-dimensional/unstructured data (video, image, text), causal inference, applied game theory and structural models.