Research

My research combines methodological rigor and creative inquiry, integrating quantitative, qualitative, and large-scale data analytics to identify digital patterns, uncover user insights, and craft meaningful data-driven stories.

Applied across health, business, government, education, sports, and nonprofit sectors, my work balances practical relevance with scholarly depth.

My career is dedicated to understanding how digital media and data shape our world. With more than a decade of research and teaching, I’ve published over 60 scholarly works that explore this dynamic landscape. My research, found in internationally recognized journals like Computers in Human Behavior and Information, Communication & Society, lays the groundwork for my forthcoming book, The Data Analytics Advantage. This project embodies my mission: to connect rigorous academic insight with the practical tools needed to thrive in today’s data-driven communication fields.

RESEARCH FUNDING

Roles: Principal Investigator (PI), Co-PI, Research Associate (RA)
2023	Co-PI, Understanding Misinformation on Online Media, Telfer School of Management, University of Ottawa, Canada (CA$ 6,000). Analyzed content patterns and trust dynamics on digital platforms.
2020	PI, Crisis and Emergency Risk Communication during COVID-19 pandemic, SMART Lab, Ohio University, Investigated digital engagement strategies during pandemic-related health communication.
2019	PI, Digital Inequality in Appalachian Ohio, Applications in health, education, employment, and business, SMART Lab, Ohio University.
2016	PI, Understanding social media engagement. Motivations, barriers, antecedents for online participation, Startup Funding, Ohio University. ($15000)
2015	PI, Social Media and Entrepreneurship, AURAK School of Graduate Studies and Research, Seed Grant Funding Program, (AED 7500). The project aimed to enhance understanding of how small businesses and organizations employ social media and analytics tools to engage with their customers.
2013	PI, CAS Research Excellence Award, College of Communication Arts & Sciences, Michigan State University ($2,500)
2011 – 2012	RA, Dr. Nicole Ellison (PI). Social media and college aspirations, Bill and Melinda Gates Foundation, ($253,482). The research investigated the use of social media in social relationships, student well-being, and college readiness among high-school students.
2011	PI, CAS Research Excellence Award, College of Communication Arts & Sciences, Michigan State University, USA. ($3,000)
2010 – 2011	RA, Dr. Charles Steinfield (PI). VISTA – Vertical Industry Standards & Technology Adoption, National Science Foundation (NSF) ($99,922 & $292,754). The project involved a comparative empirical analysis of the development, adoption, implementation, and diffusion of vertical (or industry-wide) information system standards in different industries.
2009	RA, Pre-Service Teacher Education Program (Pre-STEP) project. A $75 million USAID program with MSU involvement to improve basic education in Pakistan by improving teachers’ training.

Thematic Overview of Research Publications

1. Social Media Engagement & Audience Analytics

Exploring how people connect, participate, and respond in digital environments, with models and frameworks for evaluating engagement.

• Book: The Data Analytics Advantage (Oxford University Press, 2025)
• Fostering Audience Engagement on Social Media (Oxford Intersections, 2025)
• Book Chapter: Researching YouTube: Methods, Tools, Analytics (SAGE Handbook, 2022)
• Book Chapter: Big Data and Entrepreneurship (Rowman & Littlefield, 2020)
• Social Media Engagement: Motivations on YouTube (Computers in Human Behavior, 2017)
• Actual Friends Matter: Teens’ Academic Collaboration on Facebook (Computers & Education, 2014)
• Public Engagement Model (PEM): Applied to Digital Diplomacy (International Journal of Communication, 2021)
• Communicating on Twitter for Charity: Wall of Kindness (International Journal of Communication, 2018)

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2. Crisis, Health, & Risk Communication

Investigating how strategic messaging on social media shapes public understanding, trust, and behavior in times of health crises and societal risk.

• Credibility and Influence in Health Messaging on X (Information, Communication & Society, 2025)
• Instagram for Public Health Engagement in GCC (BMC Public Health, 2024)
• HIV Discussions on Twitter (Health and Technology, 2021)
• Chagas Disease Conversations on YouTube (Cogent Social Sciences, 2021)
• Instagram Outreach during COVID-19 (International Journal of Disaster Risk Reduction, 2021)
• Conflicting Attitudes on COVID-19 Passports (Technology in Society, 2022)
• Book Chapter: Social Media Content and Engagement Strategies during COVID-19 (Ohio University Press, 2024)

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3. Digital Inequality, Technology Adoption & Ethics

Advancing the Vital Information Use (VIU) framework, while addressing digital divides, technology access, AI adoption, and ethical communication in data-driven societies.

• Recognize Misinformation and Verify Before Sharing (Behavior & Information Technology, 2019)
• Digital Inequality in Appalachian Ohio (Telematics and Informatics, 2020)
• Digital Remediation & Rural Inequality (Information, Communication & Society, 2019)
• Gates Foundation White Paper: Access to Higher Education, Social Media, and Social Capital (2012)
• Adoption of Generative AI by International Students (Journal of International Students, 2025)
• AI in Higher Education: Teaching, Research, and Ethics (Interactive Learning Environments, 2024)
• YouTube & ChatGPT-Related Content (Digital Business, 2024)
• Under Review: AI Brand Anthropomorphism & Brand Love/Evangelism

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4. Media Strategy & Cultural Narratives

Bridging analytics, media strategy, and cultural representation to understand how digital platforms shape markets and identities.

• Book: Decoding Disney’s Arab and Muslim Narratives (Rowman & Littlefield, 2024)
• Camel Naming & Cultural Identity (Social Identities, 2024)
• Arabic Animation Film Landscape (Cogent Social Sciences, 2024)

The following sections highlight the core domains of my research. Each area reflects a specific focus—ranging from audience engagement and algorithmic influence to digital inclusion and systems design. Together, they illustrate how my work contributes to understanding the evolving dynamics between technology, users, and society. We begin with my foundational area of inquiry: social media engagement and audience analytics.

While much of my work investigates digital engagement at the user level, another important strand addresses broader structural challenges that shape who gets to participate—and how.

Complementing this focus on access and equity, I also examine how systems—technical, organizational, and human—shape technology adoption, ethical use, and value creation across sectors.

Many of these systems and platforms are tested in high-stakes environments. My research on public health communication and crisis response evaluates how digital tools are mobilized to reach, inform, and protect diverse populations.

Finally, my work also explores how digital communication intersects with cultural identity, creative expression, and transnational narratives—especially in underrepresented or transitional media landscapes.

Khan’s Research Philosophy

The key goal of any research program should be furthering knowledge that is meaningful and centered on advancing human and societal well-being. Being fascinated by communication technologies due to their potential for connecting people across distances, my research is shaped by my quest for understanding how media affects its audiences. The pervasive use of social media has led to new realities and understanding them well holds great importance for me. In the age of data, understanding of emerging issues should be grounded in theoretical frameworks.

The key goal of any research program should be furthering knowledge that is meaningful and centered on advancing human and societal well-being.

I believe that researchers should be open to diverse perspectives. This includes diversity in the research methods and theoretical constructs. My research philosophy is shaped by my inner desire to make a difference in the field of communications. I strive to research topics that are meaningful and attain great satisfaction in trying to answer questions about issues that impact us all.

My research program is based on three core tenets: (i) Engagement, (ii) Relevance, and (iii) Integrity. It is very important for research to not only be engaging and interesting for the researcher, but also conceived in a way that excites the researcher. I find research issues that bridge my academic and industry experiences as very stimulating.

In terms of relevance, research should be relevant to the needs of the times and aligned with a vision for the future. We often encounter research that may be useful for some, but not addressing the pressing needs of what matters to the wider society, industry, and practitioners. Research has to play a role in the advancement of meaningful knowledge. In this regard, I believe that media use should also be understood in a balanced way to involve attention and exposure to a full range of traditional and digital sources of information, news and entertainment.

Lastly, meaningful research must hinge on the principles of integrity in all stages of the process. I view research integrity directly translating into work that is based on highest standards of excellence. High research quality must be reflected in novel data collection procedures, superior analysis and interpretation. Moreover, a clear understanding of the research roles when collaborating on projects is of great importance. Group work can prove daunting if responsibilities are not clearly spelt out. I truly believe that effective collaboration depends on effective communication amongst members.

Meaningful research must hinge on the principles of integrity in all stages of the process.