Lee Hsin-Hsuan Meg | ESCP Business School

Hsin-Hsuan Meg Lee

Associate Professor of Marketing

Department : Marketing
Campus : London

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 per-ceptions, and the evolving dynamics of brand communication. Her research has been pub-lished in top-tier academic journals. She is also a member of the European Marketing Acad-emy, Association for Consumer Research, and Academy of Marketing Science. Meg is an Associate Professor of Marketing at ESCP Business School. She teaches market-ing 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 crea-tivity through analytical thinking. With a particular interest in the B2B sector, she has pre-viously worked with companies in the public transportation, telecom, pharmaceutical, beau-ty, 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.

PUBLICATIONS

Display:

15 publications

Academic Articles

2025

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

Computer vision in branding: A conceptual framework and future research agenda

JOURNAL OF BUSINESS RESEARCH, 193, 115329

Conference Presentations

2024

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

The role of extended realities in consumer well-being

University of Zaragoza

Conference Presentations

2024

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

Computer vision in branding: A review and future agenda

University of Zaragoza

ESCP Impact Papers

2024

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

Strategizing AI: A framework for aligning technology with humanity for transformative impact

ESCP Impact Papers, 2024-53-EN

Conference Proceedings

2023

LEE, H. -H. M.

Creepy but Relevant: An Exploration of the Effects of Synced Advertising

Global Marketing Conference

Conference Proceedings

2023

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

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

LEE, H. -H. M., W. XIE, G. OVERGOOR, Z. HAN

Automated Detection of Skin Tone Diversity in Visual Marketing Communication

Hawaii International Conference on System Sciences (HICSS)

ESCP Impact Papers

2023

HOANG, C., H. -H. M. LEE, D. LUP

Friend and Foe: Cognitive, Emotional and Moral Consequences of Working with AI

ESCP Impact Papers, 2023-09-EN

Academic Articles

2022

BLASCO-ARCAS, L., H. -H. M. LEE, M. KASTANAKIS, M. ALCAÑIZ, A. REYES-MENENDEZ

The role of consumer data in marketing: A research agenda

JOURNAL OF BUSINESS RESEARCH, 146, 436-452

Academic Articles

2021

LEE, H. -H. M., J. ENGELHARDT

I Am Authentic and You Said It: Analyzing Brand Authenticity on Social Media

ADVANCES IN CONSUMER RESEARCH, 49

Research and expertise

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Academic Articles

2025

Computer vision in branding: A conceptual framework and future research agenda

Conference Presentations

2024

The role of extended realities in consumer well-being

Conference Presentations

2024

Computer vision in branding: A review and future agenda

ESCP Impact Papers

2024

Strategizing AI: A framework for aligning technology with humanity for transformative impact

Conference Proceedings

2023

Creepy but Relevant: An Exploration of the Effects of Synced Advertising

Conference Proceedings

2023

I Don't Envy You: Exploring the Effects of Human vs. Virtual Social Media Influencers on Consumer Well-Being

Conference Proceedings

2023

Automated Detection of Skin Tone Diversity in Visual Marketing Communication

ESCP Impact Papers

2023

Friend and Foe: Cognitive, Emotional and Moral Consequences of Working with AI

Academic Articles

2022

The role of consumer data in marketing: A research agenda

Academic Articles

2021

I Am Authentic and You Said It: Analyzing Brand Authenticity on Social Media

Research and expertise