
How do people and companies navigate their identities in the digital landscape? How do technological advancements and evolving cultural narratives influence interactions and shape consumer experiences? Hsin-Hsuan Meg Lee explores these questions through her research at the intersections of technology, well-being, and consumer behavior. Her work examines how technology impacts consumer well-being, the role of diversity in shaping perceptions, and the evolving dynamics of brand communication. 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 Business School. She teaches marketing analytics, marketing research, and marketing for good in a range of postgraduate and executive development programs.
Meg helps companies and organisations with their marketing strategies. She also delivers training and workshops to help managers understand analytics and data-driven decision-making. Her workshops, which use a series of simulations, exercises, and games, foster creativity through analytical thinking. With a particular interest in the B2B sector, she has previously worked with companies in the public transportation, telecom, pharmaceutical, beauty, legal, and IT industries.
Prior to joining ESCP, Meg was a Lecturer at the University of Amsterdam Business School and Amsterdam University of Applied Sciences, where she engaged in a range of research and teaching activities. She holds a PhD in Marketing from the University of Amsterdam and a Master's degree in Marketing from the University of Strathclyde with distinction.
Academic Articles
2025
Computer vision in branding: A conceptual framework and future research agenda
JOURNAL OF BUSINESS RESEARCH, 193, 115329
Conference Presentations
2024
The role of extended realities in consumer well-being
University of Zaragoza
Conference Presentations
2024
Computer vision in branding: A review and future agenda
University of Zaragoza
ESCP Impact Papers
2024
Strategizing AI: A framework for aligning technology with humanity for transformative impact
ESCP Impact Papers, 2024-53-EN
Conference Proceedings
2023
Creepy but Relevant: An Exploration of the Effects of Synced Advertising
Global Marketing Conference
Conference Proceedings
2023
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
Automated Detection of Skin Tone Diversity in Visual Marketing Communication
Hawaii International Conference on System Sciences (HICSS)
ESCP Impact Papers
2023
Friend and Foe: Cognitive, Emotional and Moral Consequences of Working with AI
ESCP Impact Papers, 2023-09-EN
Academic Articles
2022
The role of consumer data in marketing: A research agenda
JOURNAL OF BUSINESS RESEARCH, 146, 436-452
Academic Articles
2021
I Am Authentic and You Said It: Analyzing Brand Authenticity on Social Media
ADVANCES IN CONSUMER RESEARCH, 49