Biography
I have a background in software system development and financial risk management, which informs my current research as a PhD candidate in Business Analytics. My research focuses on live streaming e-commerce in social media marketing and a particular emphasis on addressing endogeneity in PLS-SEM. My broader interests include Digital Transformation, Digital Innovation, Digital Strategy, Big Data and Network Analytics, Social Media Marketing, and User Behaviour. I am skilled in quantitative methods and programming, applying these to uncover insights and solutions in digital environments.