zzz 041I am a doctoral candidate in Marketing at the Paul Merage School of Business, University of California, Irvine.

My research focuses on social media, social networks, and consumer communities.

Social media platforms like Facebook have created new opportunities for consumer interaction. Understanding consumer behavior and the dynamics of consumer engagement in such settings become critically important to essential issues in marketing. My dissertation aims to provide an understanding of culturally shaped relationships of social media in online consumptionscapes, explore changing structural properties in social media networks, and develop a framework that examines tie strength in consumer communities.

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I received Consumer Culture Theory 2017 Competitive Paper Honorable Mention Award at the Consumer Culture Theory Conference 2017, California.