We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we'll assume that you are happy to receive all cookies on the ESCP Europe website. However, if you would like to, you can change your cookie settings at any time.


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.

Brand management
Corporate Social Responsibility


LEE, H. H. and . VAN DOLEN (2015), Creative participation: Collective sentiment in online co-creation communities, INFORMATION & MANAGEMENT, Issue 8, Vol. 52, pp. 951–964 (14 p.).
LEE, H. H., KOLK, A. and W. VAN DOLEN (2013), On the role of social media in the 'responsible' food business: Blogger buzz on health and obesity issues, JOURNAL OF BUSINESS ETHICS, Issue 4, Vol. 18, pp. 695-707 (13 p.).
KOLK, A., LEE, H. H. and W. VAN DOLEN (2012), A fat debate on Big Food ?: Unraveling blogosphere reactions, CALIFORNIA MANAGEMENT REVIEW, Issue 1, Vol. 55, pp. 47-73 (27 p.).
LEE, H. H. (2016), Making of Celebrities: a Comparative Analysis of Taiwanese and American Fashion Bloggers, ADVANCES IN CONSUMER RESEARCH, 44, 319-324.
LEE, H. H. (2017), In pursuit of happiness: phenomenological study of the KonMari decluttering method, ADVANCES IN CONSUMER RESEARCH, Vol. 45, 454-457.

Conference Proceedings

WEINBERG, C. and H. H. LEE (2011), Social and Nonprofit Marketing: Issues and Opportunities in Marketing beyond Business, in: K.J. MCCARTHY, M. FIOLET, W. DOLFSMA, The Nature of the New Firm, Edward Elgar, pp. 297-330 (34 p.).

Search the faculty