Social Media Engagement on YouTube

Research: Social media engagement: What motivates user participation and consumption on YouTube? Abstract This study unearths the motives for YouTube user engagement that has been conceptualized as active participation and passive content consumption. In light of the Uses and Gratifications framework, a sample of 1143 registered YouTube users completed online surveys that helped gauge user behavior. Results showed that for participation on YouTube, the strongest predictor for liking and disliking … Continue Reading


It’s amazing how non-verbal communication can sometimes be more powerful than verbal communication. Chronemics, which is the study of meaning and communication of time is an important concept in understanding non-verbal communication.   A pertinent example is how we choose to respond to an email. We may choose to reply right away, give it a day or two, or never respond at all. No doubt, not responding to an email … Continue Reading

SMART Lab Inauguration

The 2016-2017 academic year is set to commence at Ohio University. I am excited and humbled to have reached another milestone. The SMART Lab is finally ready to launch and we are set to hold an inauguration ceremony on August 31st, 2016 at 1:00 pm in Scripps Hall. As its director, I was tasked with setting up the Social Media Analytics Research Team (SMART Lab) in the Scripps College of Communication. … Continue Reading

SMART Lab expands horizons in social media analytics

ATHENS, Ohio (April 29, 2016)—The new Social Media Analytics Research Team (SMART) Lab in the Scripps College of Communication provides students and faculty in the college with the ability to research and analyze the impact of social media on surrounding specific events or organizations. The facility, currently being envisioned and built with equipment, a whiteboard wall, collaborative meeting space and large touchscreen monitors for visually sharing compelling data analytics to large … Continue Reading

Social Media Analytics

It all starts with the need to measure performance. Performance metrics have been much discussed in the business literature, and with the pervasive use of social media it is but natural to devise and understand ways through which online actions can be measured. Various online social networking platforms offer analytics tools to provide social media managers with a sense of what is happening. It is not only about gathering data but turning … Continue Reading

Established a Media Lab at the American University

It was the spring of year 2014 when I was in Michigan that I received an email from the then Arts & Sciences dean at the American University of Ras Al Khaimah (AURAK) informing me about the possibility of establishing a media lab at the AURAK. After consulting industry experts an various media scholars that I wrote a proposal outlining the details of such an endeavor. A strong media program … Continue Reading

Joining Ohio University

Dubai, UAE (August 23, 2015)—I am pleased to announce that I have accepted a tenure track position as Assistant Professor of Social Media Analytics in the School of Media Arts & Studies at Ohio University (OU). I would also be serving as the co-Director of the newly established Social Media Analytics lab at Scripps College of Communication. It is indeed an honor to become part of a major U.S. public research university that is one of America’s oldest … Continue Reading