Assistant Professor at IE Business School
Bio: I am an Assistant Professor at the Department of Information Systems and Technology at IE Business School, Madrid. In 2022, I obtained my Ph.D. in Information Systems and Operations Management (ISOM) from HEC Paris.
My research interest lies in the area of UGC, social media platforms, and behavioral aspects of user engagement on these platforms. Specifically, I am interested in understanding the role of content characteristics and features of SM platforms in driving user engagement with various forms of content such as text, images, and video. My research also focuses on the cultural aspects of user behavior in social media.
In my research, I extensively use Python, R, and modern video/image/text analytic tools, network analysis, and econometrics to address various research questions on:
Image and text sentiment discrepancies in multimodal social media content such as Instagram posts.
Dynamics of emotions in social media communities such as SM influencers.
Social media video ads and user engagement with brands' social media ads.
Innovative features in social media platforms and their influence on user content generation and consumption.
Research Focus: Behavioral Information Systems, User Engagement and UGC on Social Media Platforms, Content and Emotion Analysis
Methodology: Econometrics, Image/Video/Text Analysis, Machine Learning, Network Analysis, Experimental Study
Outstanding Review Contribution: European Journal of Information Systems, 2022
Best Reviewer Award: The 40th International Conference on Information Systems (ICIS 2019), Munich, Germany; Governance, Strategy, and Value of IS Track
Best Reviewer Award: The 17th Workshop on e-Business (WeB 2018), Santa Clara, California
HEC Paris Ph.D. Fellowship Award 2017
PRESENTATIONS AND TALKS
AMCIS 2021 Doctoral Consortium, "Essays on User Engagement in Social Media: Understanding the Influence of Emotions", August 2021
ECIS 2021 Doctoral Consortium, "Essays on User Engagement in Social Media: Understanding the Influence of Emotions", June 2021
ICIS 2020 Doctoral Consortium, "Essays on User Engagement in Social Media: Understanding the Influence of Emotions", December 2020
HEC Paris Society and Organizations Research Day, “Does Innovation in Social Media Platform Help? A Natural Experiment Approach”, May 2020
HEC Data Day 2020, “Do Images Speak Louder than Words? Examining the Influence of Image and Text Sentiments on Social Media Engagement”, February 2020
ICIS 2019, "Should We Say What We Show? Examining the Influence of Image and Text Sentiments on Social Media Engagement", December 2019