Research

Working Papers

Brand Activism and Consumer Response
Examining how political brand positioning affects consumer sentiment and purchasing behaviour using NLP-based analysis of social media data.
— In progress

Influencer Marketing and Machine Learning
Predicting influencer campaign effectiveness using multimodal features (text, image, engagement signals).
— In progress

Causal NLP in Marketing
Applying causal inference methods to text-based marketing data to move beyond predictive correlation.
— In progress

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Methods

I work primarily with:

• Large-scale text data (social media, reviews, brand communications)
• Transformer-based NLP models (BERT, sentence embeddings)
• Causal inference (instrumental variables, difference-in-differences)
• ML pipelines in Python (scikit-learn, PyTorch, HuggingFace)

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Interactive Demos

ML research prototypes — coming soon via Hugging Face Spaces.