Research Topics

• Social and emotional experience in digital media

In today's digital landscape, individuals engage in social interactions through various digital media platforms, shaping their cognitive, emotional, and behavioral experiences. We explore how people connect with others in digital media environments, including social networking sites, mobile applications, and virtual communities. We analyze the broader societal implications of digital media use, highlighting both its benefits—such as increased connectivity and self-presentation—and its potential downsides, including social exclusion.

• Human-AI interaction

With the increasing prevalence of artificial intelligence in everyday life, our research extends to understanding how individuals interact with AI agents and mediated AI technologies. We examine how individuals engage with AI influencers, virtual assistants, and AI-driven collaborators and explore how they respond to AI-generated content, such as advertisements, social media posts, and recommendations, shedding light on the cognitive and affective mechanisms underlying human-AI relationships. 

• Impact of online opinion leaders on consumer behavior

Social media has given rise to influential figures such as social media influencers, CEOs, and other opinion leaders who significantly shape public perception and consumer behavior. Our research investigates how these figures build meaningful relationships in digital media, cultivate trust, and influence individuals' attitudes and decision-making processes. We also examine the mechanisms through which opinion leaders impact consumer engagement, brand relationships, and public discourse.