Intellectually, Palomba is fascinated by media and entertainment companies and the way they market their products in a dynamically changing competitive landscape. As a media innovation and audience analysis scholar, Palomba's research focuses on consumer behavior, technology adoption, branding, and marketing behind video games, television, film, and social media. His research explores how and why audiences consume entertainment, and strives to understand how consumer behavior models can be built to predict consumption patterns. Additionally, he studies how technology innovations influence competition among entertainment and media firms. Palomba's research has been published in academic journals such as Journal of Retailing and Consumer Services, International Journal on Media Management, Journal of Media Business Studies, Computers in Human Behavior, Entertainment Computing, and Games & Culture.