Consumers write blog articles and online reviews. Firms unleash commercials and press releases. Creators share podcasts and social media posts. All these marketplace interactions, and others, create a wealth of unstructured data, including textual, visual, and audio data.

How can such data can be used to understand behaviors?

My work examines a) what makes some influencers’ posts more impactful than others, and b) why some cultural items become popular while others do not.