In his thesis titled 'Essays on a Brand-Related User-Generated Content in Online Social Networks' (and also in his current research as a PostDoc at the University of Cologne) he investigated how companies and consumers influence each other reciprocally through their bidirectional communication in social media. He also showed how companies can extract marketing-relevant information from these conversations. His research was based on the analysis of unstructural textual and visual data using machine learning methods. For more information please click here.