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Dr. Seung Hwan (Mark) Lee

Associate Dean: Engagement & Inclusion | Professor
DepartmentRetail Management
EducationB. A&Sc, MBA, PhD
OfficeTRS 3-018
Phone(416) 979-5000 ext: 557606

Overview

Dr. Seung Hwan (Mark) Lee is a Professor & Associate Dean at Ted Rogers School of Management at Toronto Metropolitan University. He earned his Ph.D. in Business Administration from the Ivey School of Business at Western University. He completed his MBA at the University of Windsor and Bachelor's degree in Arts & Science at McMaster University. 

He is an award-winning scholar, educator, and thought leader in retail and marketing, with a special focus on consumer behavior in technology-enabled environments. His research examines how digital innovations such as virtual reality, conversational AI, blockchain, and the metaverse influence consumer experiences, retail strategy, and technology adoption. He has published over 60 peer-reviewed articles in journals including Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing, and Computers in Human Behavior. His work also addresses social networks, retail environments, and consumer decision making.

Dr. Lee received the university wide Excellence in Teaching Award at Western University and the Best Teacher Award at Colorado State University. He also recognized internationally receiving the the Axcess-Capon Distinguished Teaching Award from the Society for Marketing Advances, becoming only the second Canadian to receive this recognition. In 2022, he received the Chancellor’s Award of Distinction recognizing the sustained educational leadership and sustained record of teaching excellence. Dr. Lee is also the former editor of Marketing Education Review. A TED Talk speaker (external link)  and member of the Speakers Bureau of Canada (external link) , he contributes to discussions on the future of marketing, inclusion, digital transformation, and consumer insights.

Retail Technology, Virtual Reality and Immersive Media, Digital Marketing and Social Media, Artificial Intelligence, Technology Adoption and Consumer Experience, Marketing Education

Research and Selected Publications
61. Fares, Omar and Seung Hwan (Mark) Lee (Forthcoming), “Consumer Acceptance of Conversational Bots: Systematic Literature Review and Meta-Analysis,” Journal of Consumer Behaviour.
60. Fares, Omar, Shelley Haines, Seung Hwan (Mark) Lee, Ali Azmy, Myuri Mohan, and Selena Le (Forthcoming), “Retail Metaverse Acceptance: A Meta-analysis with Hofstede’s Cultural Moderation”, Journal of Retailing.
59. Pearson, Victoria, Omar Fares, and Seung Hwan (Mark) Lee (Forthcoming), “Who Pays Attention Matters: How Sociodemographics and News Engagement Shape Corporate Confidence in Canada”, Canadian Journal of Administrative Sciences.
58. Fares, Omar, Joe Aversa, and Seung Hwan (Mark) Lee (Forthcoming), “The Digital Divide: Psychographic Segmentation in the Canadian Banking Context”, Journal of Marketing Analytics.
57. Fares, Omar, Joe Aversa, Seung Hwan (Mark) Lee, and Jenna Jacobson (2024), “Virtual Reality (VR): A Review and a New Framework for Integrated Adoption”, International Journal of Consumer Studies, 48(2), e13040.
56. Butt, Irfan, Maha Khamis Al Balushi, Seung Hwan (Mark) Lee, Myuri Mohan, Naseer Ahmad Khan, and Shelley Haines (2023), “Four Decades of Counterfeit Research: A Bibliometric Analysis”, Cogent Business & Management, 10(3), 2284814.
55. Gomez, Juan M., Omar H. Fares, Myuri Mohan, and Seung Hwan (Mark) Lee (2023), “Blockchain in the Food Industry:  Integrating Machine Learning in a Systematic Literature Review”, Journal of International Technology and Information Management, 32(1), 32-58.
54. Haines, Shelley, Omar H. Fares, Myuri Mohan, and Seung Hwan (Mark) Lee (2023), “Social Media Fashion Influencer eWOM Communications: Understanding the Trajectory of Sustainable Fashion Conversations on YouTube Fashion Haul Videos” Journal of Fashion Marketing and Management, 27(6), 1027-1046.
53. Griffin, Tom, Daniel Guttentag, Seung Hwan (Mark) Lee, Juleigh Giberson, and Frederic Dimanche (2023), “Is VR Always Better for Destination Marketing? Comparing Different Media and Styles”, Journal of Vacation Marketing, 29(1), 119-140.
52. Quach, Xuan and Seung Hwan (Mark) Lee (2022), “Need for Cognitive Closure and Mobile Personalization: A Cluster Analysis”, International Journal of Retail & Distribution Management, 51(8), 991-1009.
51. Fares, Omar H., Irfan Butt, and Seung Hwan (Mark) Lee (2022), “Utilization of Artificial Intelligence in the Banking Sector: A Systematic Literature Review”, Journal of Financial Services Marketing, 1-18.
50. Baek, Eunsoo, Shelley Haines, Omar H. Fares, Zhihong Huang, Yuwei Hong, and Seung Hwan (Mark) Lee (2022), “Defining Digital Fashion: Reshaping the Field via a Systematic Review”, Computers in Human Behavior, 137, 107407.
49. Ng, Pearlyn, Xuan Quach, Omar H. Fares, Myuri Mohan, and Seung Hwan (Mark) Lee (Forthcoming), “Essential Item Purchases During COVID-19: A Cluster Analysis of Psychographic Traits”, Journal of Global Scholars of Marketing Science.
48. Haines, Shelley and Seung Hwan (Mark) Lee (2021), “One Size Fits All? Segmenting Consumers to Predict Sustainable Fashion Behavior”, Journal of Fashion Marketing & Management.
47. Fiocco, Alexandra, Geneva Millet, Danielle D’Amico, Laura Krieger, Yadurshana Sivashankar, Seung Hwan (Mark) Lee, and Richard Lachman (2021), “Virtual Tourism for Older Adults Living in Residential Care: A Mixed Methods Study”, PLOS One, 16(5)
46. Ratnichkina, Polina, Seung Hwan (Mark) Lee, and Shelley Haines (2021), “Communicating Returnable Packaging via Ease of Use Labeling” International Review of Retail, Distribution, and Consumer Research.
45. Quach, Xuan and Seung Hwan (Mark) Lee (2021), “Profiling Gifters via a Psychographic Segmentation Analysis: Insights for Retailers” International Journal of Retail & Distribution Management.
44. Alzayat, Ayman and Seung Hwan (Mark) Lee (2021), “Virtual Products as an Extension or a Presentation of My Body: Exploring Hedonic and Utilitarian Shopping Value in Retail Environment”, Journal of Business Research, 130, 348-363.
43. Hamdan, Lara, and Seung Hwan (Mark) Lee (2021), “Brand Balance: The Effect of Influencer Brand Encroachment on Interactivity” International Journal of Retail & Distribution Management.
42. Dehghani, Milad, Fulya Acikgoz, Seung Hwan (Mark) Lee, and Atefeh Mashatan (2021), “A Holistic Analysis towards Understanding Consumer Perceptions of Virtual Reality Devices in the Post-adoption Phase”, Behaviour & Information Technology.
41. Baek, Eunsoo, Zhihong Huang, and Seung Hwan (Mark) Lee (2021), “More Than What Meets the Eye: Understanding the Effects of Poly-Contextual Cues in Online Fashion Retailing”, Journal of Retailing and Consumer Services.
40. Seo, Youngme, Cynthia Holmes, and Seung Hwan (Mark) Lee (2021), “Examining the Cash-only Price Discount and the Driving Forces of Cash-only Transactions in the Housing Market”, Journal of Real Estate Finance and Economics.
39. Dehghani, Milad, Seung Hwan (Mark) Lee, and Atefeh Mashatan (2021), “Touching Holograms with Windows Mixed Reality: Renovating the Consumer Retailing Services”, Technology in Society, 63
38. Seo, Youngme and Seung Hwan (Mark) Lee (2021), “Determinants of Tenure Choices among Young Households”, Real Estate Finance.
37. Mashatan, Atefeh, Victoria Lemieux, Seung Hwan (Mark) Lee, Przemyslaw Szufel, and Zachary Roberts (2021), “Usurping Double-Ending Fraud in Real Estate Transactions via Blockchain Technology”, Journal of Database Management, 32(1), 27-48.
36. Sergueeva, Ksenia, Norman Shaw, and Seung Hwan (Mark) Lee (2020), “Understanding Barriers and Factors Associated with Consumer Adoption of Wearable Technology Devices in Managing Personal Health” Canadian Journal of Administrative Sciences, 37(1), 45-60.
35. Gunn, Frances, Anna Cappuccitti, and Seung Hwan (Mark) Lee (2020) “Towards Professionalizing Canadian Retail Management Careers: The Role of Vocational Anticipatory Socialisation” International Journal of Retailing & Distribution Management, 48(3), 287-302.
34. Cappuccitti, Anna, Frances Gunn, and Seung Hwan (Mark) Lee (2019), “Establishing Knowledge Claims through Experiential Learning: The Case of Fashion Retail Labs” Journal for Advancement of Marketing Education, 27(2), 1-9.
33. Hall-Newton, Kathryn, Janice Rudkowski, Seung Hwan (Mark) Lee, Jacqueline Hogue, and Polina Ratnichkina, (2019) “Mobile Devices in the Lecture Hall: Into It, Indifferent, or Intrusion?” Journal of Education for Business, 94(6), 390-399.
32. Kandaurova, Maria and Seung Hwan (Mark) Lee (2019), “The Effects of Virtual Reality on Charitable Giving: The Role of Empathy, Guilt, Responsibility, and Social Exclusion” Journal of Business Research, 100, 571-580.
31. Fischbach, Sarah, Seung Hwan (Mark) Lee, and Maria Kandaurova (2018), “Sales Rock! Constructing Product Value: Anthropomorphizing Classroom Project” Journal of Education for Business, 93(8), 430-435.
30. Kelly, Kathleen, Seung Hwan (Mark) Lee, Heather Bowen Ray, and Maria Kandaurova (2018), “Using the Photovoice Methodology to Increase Engagement and Sharpen Students’ Analytical Skills Regarding Cultures, Lifestyles, and Markets Internationally” Marketing Education Review, 28(2), 69-74.
29. Lee, Seung Hwan (Mark), Travis J. Simkins, Sean Luster, and Shahin Ahmed Chowdhury (2018), "Forgiving Sports Celebrities with Ethical Transgressions: Parasocial Relationships, Ethical Intent and Regulatory Focus Mindset" Journal of Global Sport Management, 3(2), 124-145.
28. Lee, Seung Hwan (Mark), K. Douglas Hoffman, Shahin A. Chowdhury, and Ksenia Sergueeva (2018), “Creating a Video Documentary as a Tool for Reflection and Assessment: Capturing Guerilla Marketing in Action” Marketing Education Review, 28(2), 126-130.
27. Baek, Eunsoo, Ho Jung Choo, and Seung Hwan (Mark) Lee (2018), “Using Warmth as the Visual Design of a Store: Intimacy, Relational Needs, and Approach Intentions” Journal of Business Research, 88, 91-101.
26. Gunn, Frances, Seung Hwan (Mark) Lee, Anna Cappuccitti, and Hilary Taylor (2017), “Profiling People’s Perceptions of Retail Management Careers” International Review of Retail, Distribution, and Consumer Research, 27(5), 515-532.
25. Lee, Seung Hwan (Mark), Ksenia Sergueeva, Mathew Catangui, and Maria Kandaurova (2017), “Assessing Google Cardboard Virtual Reality as a Content Delivery System in Business Classrooms” Journal of Education for Business, 92(4), 153-160.
24. Rotman, Jeff D., Seung Hwan (Mark) Lee, and Andrew W. Perkins (2017), “The Warmth of Our Regret: Managing Regret through Physiological Regulation via Consumptive Behaviors” Journal of Consumer Psychology, 27(2), 160-170. (Equal Authorship)
23. Lee, Seung Hwan (Mark) and Ksenia Sergueeva (2017), “Pictures are Worth a Thousand Words: Using Photographic Narrative Inquiry to Identify Retail Atmospherics” Journal for Advancement of Marketing Education, 25, 8-14.
22. Lee, Seung Hwan (Mark), Alan Brandt Jr, Yuni Groff, Alyssa Lopez, and Tyler Neavin (2017), “I’ll Laugh but I won’t Share: The Role of Darkness on Evaluation and Sharing of Online Taboo Ads” Journal of Research in Interactive Marketing, 11(1), 75-90.
21. Gunn, Frances, Seung Hwan (Mark) Lee, Madelyn Steed (2017), "Student Perceptions of Benefits and Challenges of Mentoring programs: Divergent Perspectives from Mentors and Mentees" Marketing Education Review, 27(1), 15-26.
20. Lee, Seung Hwan (Mark) and Ksenia Sergueeva (2017), “Chewing Increases Consumers’ Thought-Engagement in Retail Shopping” Journal of Retailing and Consumer Services, 35, 127-132.
19. Lee, Seung Hwan (Mark) (2016) "Learning Beyond Negotiation Tactics: The Sales Marketplace" Journal for Advancement of Marketing Education, 24, 22-28.
18. Bhardwaj, Arjun, Israr Qureshi, Alison Konrad, and Seung Hwan (Mark) Lee (2016), “A Two-Wave Study of Self-Monitoring Personality, Social Network Churn, and In-Degree Centrality in Close Friendship and General Socializing Networks” Group & Organization Management, 41(4), 526-559.
17. Lee, Seung Hwan (Mark), Donna Smith, and Ksenia Sergueeva (2016), “What Do Students Think About Groupwork? An Investigation into Benefits, Challenges, and Student Suggested Solutions" Journal of Education for Business, 91(7), 380-386.
16. Lee, Seung Hwan (Mark) (2016), “When are Frugal Consumers Not Frugal? The Influence of Personal Networks" Journal of Retailing and Consumer Services, 30, 1-7.
15. Lee, Seung Hwan (Mark) and K. Douglas Hoffman (2016), “Wrap-Attack Pack: Teaching Product Packaging” Marketing Education Review, 26(1), 14-19.
14. Lee, Seung Hwan (Mark), Gail Leizerovici, and Shuoyang Zhang (2015), “The Satisfaction and Stress of Being a Market Maven: A Social Networks Perspective” Journal of Consumer Behaviour, 14(5), 325-334.
13. Hoffman, K. Douglas and Seung Hwan (Mark) Lee (2015), “A CIT Investigation of Disruptive Faculty Behaviors: The Students’ Perspective” Marketing Education Review, 25(2), 129-139.
12. Lee, Seung Hwan (Mark) and Sean Luster (2015), “The Social Network Implications of Prestigious Goods among Young Adults: Evaluating the Self vs. Others” Journal of Consumer Marketing, 32(3), 199-208.
11. Lee, Seung Hwan (Mark) and Hoffman, K. Douglas (2015), “Learning the ShamWOW: Using Infomercials to Teach the AIDA Model” Marketing Education Review, 25(1), 9-14.
10. Lee, Seung Hwan (Mark), Jeff D. Rotman, and Andrew W. Perkins (2014), “Embodied Cognition and Social Consumption: Self-Regulating Temperature through Social Products and Behaviors” Journal of Consumer Psychology, 24(2), 234-240.
9. Hoffman, K. Douglas and Seung Hwan (Mark) Lee (2014), “A CIT Investigation of Disruptive Student Behaviors: The Students’ Perspective” Marketing Education Review, 24(2), 115-126.
8. Lee, Seung Hwan (Mark) (2014), “The Role of Consumers’ Network Position on Information-Seeking Behavior of Experts and Novices: A Power Perspective” Journal of Business Research, 67(1), 2853-2859.
7. Lee, Seung Hwan (Mark), Israr Qureshi, Alison M. Konrad, and Arjun Bhardwaj (2014), “Proactive Personality Heterophily and the Moderating Role of Proactive Personality on Network Centrality and Psychological Outcomes: A Longitudinal Study” Journal of Business & Psychology, 29(3), 381-395.
6. Xiao, Na and Seung Hwan (Mark) Lee (2014), “The Role of Brand Identity fit, C-B Identification, and Coping on Co-Branding Decisions” European Journal of Marketing, 48(7/8), 1239-1254.
5. Lee, Seung Hwan (Mark) and K. Douglas Hoffman (2014), “The Iron Inventor: Utilizing Creative Problem Solving to Spur Student Creativity” Marketing Education Review, 24(1), 69-74.
4. Lee, Seung Hwan (Mark) (2013), “Ethics and Expertise: A Social Networks Perspective” Journal of Business Ethics, 118(3), 607-621.
3. Noseworthy, Theodore J., June Cotte, and Seung Hwan (Mark) Lee, (2011), “The Effects of Ad Context and Gender on the Identification of Visually Incongruent Products” Journal of Consumer Research, 38(2), 358-375.
2. Lee, Seung Hwan (Mark), June Cotte, and Theodore J. Noseworthy (2010), “The Role of Network Centrality in the Flow of Consumer Influence” Journal of Consumer Psychology, 20(1), 66-77.
1. Armstrong-Stassen, Marjorie and Seung Hwan (Mark) Lee (2009), “The Effect of Relational Age on Older Canadian Employees’ perceptions of Human Resource Practices and Sense of Worth to their Organization” International Journal of Human Resource Management, 20(8), 1753-1769.
Course code Course title
BUS 777 Business Research Methods
 Year  Awards & Honours
2025   American Collegiate Retailing Association - Best Paper: Graduate Student Category (Advisor)
2024 Society of Marketing Advances - Best Track Paper: Consumer Behaviour
2023 Ivey Publishing - 2023 Ivey Publishing Best Seller Award
2022 Toronto Metropolitan U - Chancellor’s Award of Distinction
2022 Korea Distribution Association - Best Conference Paper Award
2022 American Collegiate Retailing Association - Best Track Paper: Ethics, CSR, and Sustainability
2022 American Collegiate Retailing Association - Best Track Paper: Digitalization in Retailing
2021 Marketing Education Review - Editorial Board Super Reviewer
2021 American Collegiate Retailing Association - IJRDM Best Conference Paper Award
2020 American Collegiate Retailing Association - Best Pedagogy Paper Award
2020 Ivey Publishing - 2020 Ivey Publishing Best Seller Award
2020 Toronto Metropolitan U - Outstanding Graduate Education Award
2019 Society of Marketing Advances - Axcess-Capon Distinguished Teaching Award
2019 American Collegiate Retailing Association - Best Collab. Paper Award: Runner-up
2018 Toronto Metropolitan U [TRSM] - Dean’s SRC (Research) Award
2017 Toronto Metropolitan U [TRSM] - TRSM Research Recognition Award: Retail Mgmt.
2017 European Association for Education & Research - EAERCD Best Conference Paper
2017 Administrative Sciences Association of Canada - ASAC Best Paper Award: Sports & Tourism Division
2016 Journal of Advancement for Marketing Education - JAME Article of the Year Award
2015 Marketing Education Review - MER Best Reviewer of the Year Award
2014 Marketing Education Review - MER Article of the Year Award
2013 Colorado State U - Alumni Association Best Teacher Award (University)
2011 Western U - Award of Excellence in Teaching (University)
2010 Administrative Sciences Association of Canada - ASAC Best Paper Award: Marketing Division
2008 Administrative Sciences Association of Canada - ASAC Outstanding Reviewer Award
2008 Administrative Sciences Association of Canada - ASAC Honourable Mention Award: Marketing Division