His research interests are into the phenomenon of Big Data (e.g. online reviews, e-customer services) and content marketing strategies in social media. Francisco has developed a strong expertise in the use of linguistic frameworks and text mining methods to develop accurate measurements of consumer’s sentiments expressions and brand content strategies in social media. By using logit and panel models these measurements have shown to have a significant impact in online sales (e.g. Amazon sales ranks) and e-WOM (share counts in twitter). Early publications of his PhD have appeared in The Journal of Service Research, Journal of Consumer Research, and Journal of Services Marketing.