How do people and companies present themselves online? How different identities interact and collide? What triggers the interactions? And why do some engaged in prolonged conversations than others?  Hsin-Hsuan Meg Lee examines the behavioural science that underlies these questions. She studies how people construct identities, how popular discussions are formed, and how perceptions transform into behaviours. Her research has been published in top-tier academic journals. She is also a member of the European Marketing Academy, Association for Consumer Research, and Academy of Marketing Science.

Meg is an Associate Professor of Marketing at ESCP Europe where she also serves as the co-director of MSc in Marketing and Creativity. She teaches marketing analytics, marketing research, digital marketing and social media strategy on a range of undergraduate, postgraduate and executive development programmes. Prior to joining ESCP, Meg was a Lecturer at University of Amsterdam Business School and Amsterdam University of Applied Sciences where she was engaged in a range of research and teaching activities. She holds a PhD in Marketing from the University of Amsterdam and a Masters degree in Marketing from the University of Strathclyde with distinction.

Meg helps companies and organisations with their digital marketing strategies. She also delivers training and workshops to help managers understand analytics. Utilising a series of simulation, exercises and games, her workshops foster creativity through analytical thinking. With a particular interest in the B2B sector, she has previously worked with companies in public transportation, telecom, chemistry, legal and IT industries.

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30 publications

Conference Proceedings

2023

LEE, H. -H. M., W. XIE, G. OVERGOOR, Z. HAN

Automated Detection of Skin Tone Diversity in Visual Marketing Communication

Hawaii International Conference on System Sciences (HICSS)

Conference Proceedings

2023

LEE, H. -H. M., L. BLASCO-ARCAS

I Don't Envy You: Exploring the Effects of Human vs. Virtual Social Media Influencers on Consumer Well-Being

Global Marketing Conference

Conference Proceedings

2023

LEE, H. -H. M.

Creepy but Relevant: An Exploration of the Effects of Synced Advertising

Global Marketing Conference

ESCP Impact Papers

2023

HOANG, C., H. -H. M. LEE, D. LUP

Friend and Foe: Cognitive, Emotional and Moral Consequences of Working with AI

ESCP Impact Papers, 2023-09-EN

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Academic Articles

2022

BLASCO-ARCAS, L., H. -H. M. LEE, M. KASTANAKIS, M. ALCAÑIZ, A. REYES-MENENDEZ

The role of consumer data in marketing: A research agenda

JOURNAL OF BUSINESS RESEARCH, 146, 436-452

Academic Articles

2021

LEE, H. -H. M., J. ENGELHARDT

I Am Authentic and You Said It: Analyzing Brand Authenticity on Social Media

ADVANCES IN CONSUMER RESEARCH, 49

ESCP Impact Papers

2021

HOANG, C., H. -H. M. LEE, D. LUP

Good Deeds Across the Board: How Organisations Can Foster Prosocial Behaviour Across Domains

ESCP Impact Papers, 2021-26-EN

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ESCP Impact Papers

2021

BLASCO-ARCAS, L., H. -H. M. LEE

AI, Friend or Foe? A Proposal for a Human-Centered Approach to AI Business Implications

ESCP Impact Papers, 2021-07-EN

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ESCP Impact Papers

2021

LEE, H. -H. M., C. GASTON-BRETON

Mind the Self, then the world: A Discussion on the Dark Side of Mindfulness Practices

ESCP Impact Papers, 2021-29-EN

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Academic Articles

2020

LEE, H. -H. M., C. GASTON-BRETON

How con consumers both value and resist consumption? An exploration of consumer relationships with their possessions in the pursuit of happiness

ADVANCES IN CONSUMER RESEARCH