I began my research journey with a focus on media economics, especially on subjects related to industrial organization, strategic competition, and mergers and acquisitions in the context of media industries. Over the last 25 years, I have studied broadcasting, cable television, satellite television, telephony, IPTV/streaming video, mobile television, social media, and mobile apps industries, utilizing mostly quantitative research methods and integrating theories from marketing and industrial economics with those in mass communication.
With the game-changing arrival of the web 2.0 and mobile technologies that gave consumers the power of control and content generation, my research has shifted to examine more frequently media consumers rather than media firms. Though all of my studies in media consumption are investigated with an emphasis on their strategic implications in the marketplace.
In general, my research touches on media brand/strategic management; digital, social, and mobile media consumer and marketing strategy; development and marketing of mobile media content; cross-platform audience behavior; and branding via social/mobile media, especially in the context of young adults. I have also begun to incorporate more qualitative research methods because of the fluid nature of media habits amid rapid technological changes. My recent research projects involve a funded longitudinal study on the changing role of media in the life of millennials, a branded content study that utilizes emotional, cognitive, and behavioral measures, as well as work related to smartphones and social TV use. Under the Global Media Consumer Research Group, I have worked with and am currently working on a number of projects with Google, S20 (a German sport sponsors consortium), and Twitter Germany that address the consumption of various digital platforms in different contexts.