My research focuses on understanding the impact of emerging technologies and new media on branding and consumer behavior. Specifically, I aim to investigate how these technologies influence the formation of brand and consumer identity and explore the positive and negative outcomes associated with them. Additionally, I am interested in understanding how these technologies impact individuals' well-being and exploring strategies to mitigate any negative effects. My recent research has been centered on immersive technology and brand-consumer interaction in the virtual space. I employ an array of methodological approaches, such as social media analytics, experimental design, and in-depth qualitative inquiries. By utilizing these techniques, I can acquire a multifaceted comprehension of the manners in which technology is molding the sports industry and impacting consumers. Ultimately, my research aims to furnish a more comprehensive understanding of the impact of new technology on the sports industry, specifically in the realm of consumer psychology, thereby serving as a catalyst for refining and optimizing marketing practices. Besides doing research and teaching, I travel, shop, take selfies, drink tequila, and eat brunch. "Nothing is more important than empathy for another human being's suffering. Nothing. Not a career, not wealth, not intelligence, certainly not status. We have to feel for one another if we're going to survive with dignity." - Audrey Hepburn