Lei Huang

  Lei Huang, Ph.D.

Lei Huang, Ph.D.

Associate Professor (Business Administration)

Thompson Hall E358 Thompson Hall

(716) 673-4671

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Ph.D., McGill University

Google Scholar Citations

My research focuses on marketing analytics, digital marketing and corporate social responsibility. I have taught various marketing courses at both undergraduate and graduate levels in the traditional face-to-face classrooms and labs as well as online and hybrid modalities. Before joining academia I worked for a decade in the fields of marketing analytics, B-to-B business development, and strategic marketing management for private sectors. Currently, I provide independent marketing consultation and training to help clients grow their businesses. | Specialties: digital marketing, data analysis, research design, strategic marketing planning |

Office Hours

By Appointment

Awards and Honors

  • The 45th Atlantic Marketing Association Annual Conference Best Paper Award, Atlantic Marketing Association (2020).
  • William T. and Charlotte N. Hagan Young Scholar Award, State University of New York at Fredonia (2018).
  • The 53rd Society for Marketing Advances Annual Conference Best Paper Award, Society for Marketing Advances (2015).
  • Pre-tenured Researcher of the Year Award, Dalhousie University, Canada (2012).
  • A. Gordon Archibald Teaching Excellence Award, Dalhousie University, Canada (2011).

Intellectual Contributions

  • "Not all Corporate Social Responsibility (CSR) is Created Equal: A Study of Consumer Perceptions of CSR on Firms Post Fraud," Journal of Marketing Theory and Practice (2022).
  • "To Thine Own Self Be True: A Moderated Moderation Mediation of Corporation Social Responsibility Model," Journal of Marketing Management (2022).
  • "Multi-Stakeholder Partnerships for Sustainability: Designing Decision Making Processes for Partnership Capacity," Journal of Business Ethics (2019).
  • "Partner Strategic Capabilities for Capturing Value from Sustainability-Focused Multi-Stakeholder Partnerships," Sustainability (2019).
  • "The Communication Role of Social Media in Social Marketing: A Study of Community Sustainability Knowledge Dissemination on LinkedIn and Twitter," Journal of Marketing Analytics (2019).
  • "Cross- Sector Partnerships (SDG #17) as a Means of Achieving Sustainable Communities and Cities (SDG #11)," Handbook of Sustainability Science and Research / Springer Publishing Company (2018).
  • "Price versus Nice? How Unfavorable Price Comparisons Help Retain Customers," Journal of Marketing Theory and Practice (2013).
  • "First Choice? Last Resort? Social Risks and Gift Card Selection," Journal of Marketing Theory and Practice (2012).
  • "Social Media in an Alternative Marketing Communication Model," Journal of Marketing Development and Competitiveness (2012).
  • "Social Contagion Effects in Experiential Information Exchange on Bulletin Board Systems," Journal of Marketing Management (2010).


  • "What Do These Tweets Mean for Us? How Analysis of Consumer Tweets Sheds Light on Consumers CSR Beliefs and Firm Confidence," The 59th Society for Marketing Advances Annual Conference (2021).
  • "Appearing Genuine Can Backfire: Firms’ Expected CSR Benefits and the Role of Perceived Corporate Hypocrisy," The 58th Society for Marketing Advances Annual Conference (2020).
  • "The Effectiveness of Corporate Remedy Strategies to Product Versus Ethics Misdeeds between Current and Potential Consumers," The 58th Society for Marketing Advances Annual Conference (2020).