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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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21 publications

Academic Articles

2020

GASTON-BRETON, C., H.-H. M. LEE

How con consumers both value and resist consumption? An exploration of consumer relationships with their possessions in the pursuit of happiness

ADVANCES IN CONSUMER RESEARCH

ESCP Impact Papers

2020

LEE, H.-H. M., L.BLASCO-ARCAS

Influencer marketing post Covid-19: Notes on being a personal brand

ESCP Impact Papers, 2020-06-EN

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Conference Presentations

2018

GASTON-BRETON, C., H.-H. M.LEE

Why decluttering and organizing can foster happiness?

European Marketing Academy

Academic Articles

2017

LEE, H.-H. M.

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

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

Conference Presentations

2017

LEE, H.-H. M.

You Are All Competent, Now Tell Me More: Exploring the Effects of CEO Leveraging Social Media

European Marketing Academy

Conference Presentations

2017

LEE, H.-H. M., M.TAILLARD

Institutional work in conversation at Bébé Voyage, Bringing Institutional Theory to Marketing

ISCTE Business School

Conference Presentations

2017

LEE, H.-H. M.

Please Talk to Me! Examining the Impact of Brand Messages on Consumer Willingness to Engage in Live Chat

INFORMS Marketing Science Conference

Conference Presentations

2017

LEE, H.-H. M.

You Are All Competent, But Can You be Nice? Leveraging Social Media for Leadership Communication

American Marketing Association (AMA)

Academic Articles

2016

LEE, H.-H. M.

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

ADVANCES IN CONSUMER RESEARCH, 44, 319-324

Conference Presentations

2016

LEE, H.-H. M.

Paving the Way for Social CEOs: An Exploration of Using Social Media in Leadership Communication

American Marketing Association (AMA)