ABSTRACT: The digital landscape continually evolves, transforming daily habits and practices. Understanding consumer behavior online has become increasingly critical for a successful marketing campaign. Marketing is a consumer-centered process of exchanging multimodal content (e.g., text, image, video) as the behavioral dynamics between marketers and consumers determine the success of a campaign. While online multimodal content provides an enhanced experience to the users, the richness of multimodality also challenges the mining insights that span the multimodal content.  Recent advances in AI can be operationalized to apply theoretical concepts in an increasingly dynamic and responsive manner. AI can also offer a novel perspective for deducing, evaluating, and refining these theories. In this presentation, I will discuss our bidirectional framework where we complement theory-driven bottom-up approaches with data-driven top-down approaches for mining actionable insights to better understand consumers on the social web.