About me & my research interests

In my research, I explore brand transgressions, focusing on when and why customers turn toxic against brands and how management can mitigate toxic customer behavior (forthcoming at AMS Review). In my job market paper, I explore rumination as the core mental process behind toxic customer behavior. More specifically, I investigate how the vengefulness of online reviews can be reduced through refocusing rumination. 

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I also examine how stakeholders make sense of an emerging marketing phenomenon. I apply this interest to the phenomenon of influencer marketing, studying how social media users, brand managers, and advertising agencies make sense of and bestow legitimacy on a social media influencer. Drawing on insights from 164 in-depth interviews, we define influencer authenticity as a highly contextual attribute that is perceived differently depending on a stakeholder’s place in the market. This work, currently revising for 3rd round resubmission at the Journal of Marketing, contributes to the emerging literature on influencer marketing, and authenticity in particular.

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I apply a broad set of techniques in my research, ranging from interviews, field and lab experiments, and econometric analysis of observational data.