I am an Assistant Professor of Retail in the College of Health and Human Sciences at Texas Tech University. My research interests center on consumer culture, online consumer behavior, and marginalized individuals. Specifically, I focus on the role of social media in consumer and retail settings as a tool that empowers and fosters personal and brand relationships. My work has explored social media influencers' practices within digital spaces, especially centering women. I teach courses on digital marketing, social media marketing, retail trend analysis/forecasting and fashion and modern culture.