His research examines the algorithmic and participatory advertising model of digital media platforms, with a focus on the digital alcohol marketing. He is the author of Media and Society: Power, Platforms & Participation (2021), Brand Machines, Sensory Media and Calculative Culture (2016), Media and Society: production, content and participation (2015), Pop Brands: branding, popular music and young people (2010). He is the co-editor of Digital Intimate Publics and Social Media (2018). He has also been involved in research projects on alcohol-related harms and nightlife culture and the use of digital media in fostering cultural change in drinking culture. He is an Associate Investigator in the ARC Centre of Excellence for Automated Decision-Making and Society. He is a Chief Investigator on ARC Discovery and Linkage projects. He is a director of the Foundation for Alcohol Research and Education.