In 2017, Benjamin Johnson and I began our investigation into the impact that online sharing has on people’s brand attitudes. Based on identity shift theory, we have designed several research projects that investigate the effects that sharing in various modalities have on attitudes. Our first paper was presented at the 2018 ICA conference in Prague, Czech Republic, and a follow-up study was presented at the 2019 ICA conference in Washington, DC. The article that came out of these two studies is currently under a review. A follow-up study has been completed in 2020 and is currently under review for the 2021 AEJCM conference. A fourth study is currently ongoing.

In 2021, I also collaborated with a team of researchers, headed up by Caleb T. Carr and including Benjamin Johnson, Amy Gonzales, and Jeffrey Hancock on a theoretical piece in the identity shift theory. This piece is currently under review.