Dr. Lei Huang

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My current research focuses on marketing analytics, digital marketing, and the impacts of sustainability & corporate social responsibility on consumer well-being. I have been supervising master theses and doctoral dissertations since 2009. I have taught a variety of marketing courses at both undergraduate and graduate levels in the traditional face-to-face classrooms as well as online or hybrid modality. Before joining academia I worked for a decade in the fields of data analytics, B-to-B business development, and strategic marketing management for private sectors. Currently, I also provide training and independent marketing consultation to help entrepreneurs grow their businesses. | Specialties: marketing research, data analysis, digital marketing, sustainability marketing, corporate social responsibility

Office Hours

• By Appointment

Awards and Honors

• Association of Marketing Theory & Practice Annual Conference Best Paper Award, Association of Marketing Theory & Practice (2026).
• Excellence in Mentoring Award, State University of New York at Fredonia (2025).
• Innovations in Teaching Award, The Society for Marketing Advances (2024).
• International Society of Marketing Annual Conference Best Paper Award, International Society of Marketing (2023).
• Excellence in Scholarly Activity Award, School of Business, State University of New York at Fredonia (2022).
• 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

• "AI Meets Brainstorming: Enhancing Creativity and Collaboration in Marketing Education," Marketing Education Review (2025).
• "To Thine Own Self Be True: A Moderated Moderation Mediation of Corporation Social Responsibility Model," Journal of Marketing Management (2023).
• "CSR Fraud and Consumer Opinions: What Simulated “tweets” Can Explain about Consumer Beliefs in CSR," Journal of Sustainable Marketing (2023).
• "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).
• "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).
• "Social Media in an Alternative Marketing Communication Model," Journal of Marketing Development and Competitiveness (2012).
• "First Choice? Last Resort? Social Risks and Gift Card Selection," Journal of Marketing Theory and Practice (2012).
• "Social Contagion Effects in Experiential Information Exchange on Bulletin Board Systems," Journal of Marketing Management (2010).

Presentations

• "The Role of AI in Shaping Consumer Experiences: A Study of Shopping Environments, Motivations, and Purchase Intentions in Omni-Marketing Channels," The 62nd Society for Marketing Advances Annual Conference (2024).
• "Can Artificial Intelligence Make a Salesperson’s Job Easier? The Role of AI in the Sales Process," The 62nd Society for Marketing Advances Annual Conference (2024).
• "From Pixels to Partners: Leveraging Anthropomorphism and Parasocial Interactions for Enhanced Engagement with Virtual Influencers," The 62nd Society for Marketing Advances Annual Conference (2024).
• "This Bot is Ticking Me off! - When do We Want to use Chat Bots and does the Type of Product Sought Matter?," Association of Marketing Theory & Practice Annual Conference (2024).
• "How “Tweet” Tones can Explain Consumer Beliefs in CSR," The Association of Marketing Theory and Practice Annual Conference (2023).
• "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).