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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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6 publications

Journal Article

2017

LEE, H.-H. M.

In pursuit of happiness: phenomenological study of the KonMari decluttering method

ADVANCES IN CONSUMER RESEARCH, Vol. 45, 454-457

Journal Article

2016

LEE, H.-H. M.

Making of Celebrities: a Comparative Analysis of Taiwanese and American Fashion Bloggers

ADVANCES IN CONSUMER RESEARCH, 44, 319-324

Journal Article

2015

LEE, H.-H. M., W.VAN DOLEN

Creative participation: Collective sentiment in online co-creation communities

INFORMATION AND MANAGEMENT, Vol. 52, pp. 951–964 (14 p.)

Journal Article

2013

LEE, H.-H. M., A.KOLK, W., M.VAN DOLEN

On the role of social media in the 'responsible' food business

JOURNAL OF BUSINESS ETHICS, Vol. 18, pp. 695-707 (13 p.)

Journal Article

2012

KOLK, A., H.-H. M.LEE, W., M.VAN DOLEN

A fat debate on Big Food ?

CALIFORNIA MANAGEMENT REVIEW, Vol. 55, pp. 47-73 (27 p.)

Chapter

2011

WEINBERG, C., B., H.-H. M.LEE

Social and Nonprofit Marketing: Issues and Opportunities in Marketing beyond Business

In: The Nature of the New Firm, K.J. MCCARTHY, M. FIOLET, W. DOLFSMA Edward Elgar, pp. 297-330 (34 p.)