His primary research interests include computer-mediated communication, social media, and cultural psychology. He has published in a number of scholarly journals inside and outside the communication discipline, including Human Communication Research, Media Psychology, Communication Research, Computers in Human Behavior, Internet Research, CyberPsychology & Behavior, Journal of Advertising, Journal of Consumer Behaviour, International Journal of Advertising, and others. He has won the top paper award at national advertising and communication conferences several times.