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 is an associate professor specializing in data analytics and mass communication. He also holds a courtesy appointment as associate professor in Information Systems at Leeds School of Business. He enjoys using computer science methods to research social media, news and advertising data using theories from communication, psychology and political science. Chris has two research specializations: agenda-setting theory in new media landscapes and eWOM on social media. His forthcoming book explores how computational methods like generative AI can be used for computational content analysis.

Chris currently teaches undergraduate analytics and digital advertising courses, and quantitative research methods at the doctoral level. He is also the founder of the contextual advertising startup, .

Chris has long been a computer nerd, but has three degrees in Advertising & Public Relations: a PhD from The University of North Carolina at Chapel Hill, an MA from The University of Alabama and a BA from The Pennsylvania State University.