My research focuses on digital marketing and communication for social good. I examine how online communication and message framing shape public responses and behaviour in digital environments. In particular, my work considers how organisations, both for-profit and non-profit, can respond to online negative publicity in ways that minimise harm to stakeholders and maintain trust.

My work also addresses how marketing communication can encourage prosocial outcomes, including sustainability engagement and responsible consumption, and how different communication approaches shape engagement and behavioural intentions in online settings.

I primarily use quantitative experimental methods to examine the effects of communication strategies and message framing.