Research

I am interested in the role of digital technology (including Artificial Intelligence Big Data and the Metaverse) in interactions between firms and their customers. My work examines drivers of adoption, user experiences, consequences of adoption, and the role of context. Recent research has focused on online health misinformation, online communities, fitness wearables, contact tracing apps, and the digitalisation of SMEs. I am experienced in the use of case study methodology, and my work also incorporates interviews, social media data, and experiments.

You can find a list of my publications here, and of my conference presentations here. If you would like to participate in, or learn more about, any of these research projects, contact me.

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