His research focuses on personalization, mobile and social commerce, and online education. Much of this research is grounded in big data employing data science and machine-learning techniques to leverage the abundance of unstructured data in social media, while combining these approaches with more conventional econometric and other quantitative methods as well as experimental research designs. His research has appeared in peer-reviewed academic journals and conferences, including ACM Transactions on Intelligent Systems and Technology (ACM TIST), ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD), AIS International Conference on Information Systems (ICIS), and ACM Conference on Recommender Systems (RecSys).