My research primarily revolves around customer engagement, with a particular focus on its psychological and contextual underpinnings in digital environments.

I have investigated psychological antecedents such as the need for validation, social needs, and status needs to understand what motivates consumers to engage in online brand communities (OBCs). Drawing on frameworks such as Self-Determination Theory and Social Exchange Theory. This research explores how intrinsic motivations shape participation in online brand communities.

To advance conceptual clarity, I conducted a systematic and multimethod review of customer engagement research. This study identifies evolving framing strategies, theoretical gaps, and future research trajectories across marketing and consumer behavior domains.

In applied work, I examine how digital storytelling can foster engagement with sustainability-focused brands. My recent case study on Rustic Hue® illustrates how ethical fashion brands use storytelling to build cultural relevance, enhance consumer trust, and communicate environmental practices such as upcycling and zero-waste production.

Currently, I am expanding this line of inquiry to explore sustainable consumer behavior through the lens of engagement, examining how psychological drivers continue to shape pro-social and eco-conscious interactions in digital and experiential contexts.

In parallel, I am developing a theoretical stream using game theory to model platform strategies around digital consent transparency, and examine its implications for user utility, firm incentives, and public policy.