Dr. Lei Song

Dr. Lei Song
Assistant Professor, Marketing
Office Phone
Office Location
Rydal Executive Plaza, 305


    Lei’s research mainly integrates artificial intelligence, big data analytics, and behavioral science to help companies create innovative social media and e-commerce strategies that are significantly important for improving customer satisfaction and corporate competitiveness. He also provides business insights through examining how cultural, individual, and social factors affect consumers’ product purchases in retail stores. 

    Lei is the recipient of the Highly Commended Paper Award of the 2020 Emerald Literati Awards for Excellence, which was established by a global academic publisher Emerald Publishing in 1993. He has also won an Excellence in Research Award from Drexel University in 2015. Lei has been serving as a founding editorial review board member of Journal of Inter-Organizational Relationships, an editorial review board member of Journal of Marketing Channels, and the Track Chair of “Online Retailing” for the 2020 Global Marketing Conference. He has published in Journal of Business Research, Business Horizons, Journal of Retailing and Consumer Services, Qualitative Market Research, and Journal of Marketing Channels, and has reviewed for Journal of Consumer Research, Journal of International Marketing, Journal of Retailing & Consumer Services, Journal of Product & Brand Management, and Journal of Marketing Channels. His articles have been selected as “Lead Articles” or featured in “Editor’s Perspectives” of prestigious journals and have been cited by authors in highly respected journals in interdisciplinary fields as food science, health care, environmental science, education, computer science, communications, and psychology. His publications have been featured by numerous media outlets, including Emerald Publishing, StreetBuzz, Montco Today, Penn State News, Drexel LeBow, and Stockton Times. 

    Journal Publications

    Research Gate (full text available)

    Google Scholar


    Lei has taught Data Analytics for Entrepreneurs, Marketing Strategy, Marketing Research, Marketing for Entrepreneurs, and Marketing Principles courses in online, hybrid, or face-to-face modes. He currently teaches Marketing Strategy, Marketing Research, and Marketing Principles at Penn State Abington. 

    Selected Awards and Honors                                                                                                                     

    Highly Commended Paper Award of 2020 Emerald Literati Awards for Excellence, Emerald Publishing Limited 

    Founding Editorial Review Board Member, Journal of Inter-Organizational Relationships 

    Editorial Review Board Member, Journal of Marketing Channels 

    Track Chair for Online Retailing, 2020 Global Marketing Conference 

    Faculty Development Grant, The Pennsylvania State University, Abington College 

    Multicultural Faculty Development Support Fund, The Pennsylvania State University, University Park 

    Brandeis Teaching Innovation Endowment Fund, The Pennsylvania State University, Abington College 

    Hootsuite Certified Professional (for Social Media Marketing Success), Hootsuite 

    Faculty Advisory Board Member, The Levenson Institute of Gaming, Hospitality and Tourism at Stockton University 

    R&PD Research Award ($5,800), Stockton University 

    Provost’s Faculty Opportunities Research Award ($1,449), Stockton University 

    Excellence in Research Award, LeBow College of Business, Drexel University 

    Finalist for Dr. John J. Clark Outstanding PhD Behavioral Research Paper Award, Drexel University 

    Neuromarketing Research Award ($1,120), Drexel University 

    Vice Chair for Membership Insights, American Marketing Association Doctoral Student Special Interest Group (DocSIG) 

    Media Coverage 

    Penn State Abington Professor Honored with Prestigious Award for His Social Media Research: 


    Qualitative Market Research - Literati Award Winners 2020: 


    Abington Professor Receives Award for Social Media Research:


    Five Research-Proven Steps to Increase Social Media Engagement: 


    Why Online Retailers Should Study Philosophy: 


    Lei Song’s Research Published in Journal of Marketing Channels: 


    Professional Certifications 

    Integrated Digital Marketing Certificate, The Pennsylvania State University, Great Valley 

    Google Analytics Individual Qualification Certification, Google 

    Google Ads Search Certification, Google 

    Hubspot Inbound Marketing Certification, Hubspot 

    Hubspot Content Marketing Certification, Hubspot 

    Hootsuite Social Marketing Certification, Hootsuite 

    Hootsuite Platform Certification, Hootsuite 


    Assistant Professor of Marketing, The Pennsylvania State University, Abington College, PA, Fall 2019–Present 

    Assistant Professor of Marketing, Stockton University, NJ, Fall 2015–Spring 2019 

    1. Engaging and Interacting with Consumers at Social Media Sites: The Mediating Role of Psychological Brand Ownership, 
      Under Review: Journal of Marketing Management. 

    2. Lost and Found How the Conversion between Gains to Losses Impacts Consumers’ Purchase Decisions, 
      Under Review: Journal of Economic Psychology. 

    3. Hidden Price Promotions: Could Retailer Price Promotions Backfire? 
      Under Review: Journal of Retailing and Consumer Services. 

    4. How Counterfeit Dominance Affects Luxury Fashion Brand Owners’ Perceptions: A Cross-Cultural Examination,
      Publisher: Journal of Business Research, 130, 1-13, 2021. 
      *Lead Article. 

    5. Consumer Responses to Marketing Channel Strategies: A Demand-Based Approach,  
      Publisher: Journal of Marketing Channels, 26(1), 43-59, 2020. 

    6. Unlocking Value Through an Extended Social Media Analytics Framework: Insights for New Product Adoption,
      Publisher: Qualitative Market Research, 22(2), 161-179, 2019. 
      *Highly Commended Paper Award, 2020 Emerald Literati Awards for Excellence. 
      *Featured by Penn State News. 

    7. Building Loyalty in E-Commerce: Impact of Business and Customer Characteristics, 
      Publisher: Journal of Marketing Channels, 25(1-2), 22-35, 2019. 

    8. Integrating Consumers’ Motives with Suppliers’ Solutions to Combat Shanzhai: A Phenomenon beyond Counterfeit, 
      Publisher: Business Horizons, 61(2), 229-237, 2018. 
      *One of Top Three Papers Addressed in the Editor’s Perspective. 

    9. Examining Impacts of Negative Reviews and Purchase Goals on Consumer Purchase Decision, 
      Publisher: Journal of Retailing and Consumer Services, 39(Nov), 201-207, 2017. 

    10. The Effects of Expectation Disconfirmations on Customer Outcomes in E-Markets: Impact of National Culture,  
      Publisher: Journal of Marketing Channels, 23(4), 217-229, 2016. 
      *Featured in Stockton Times newspaper, Drexel LeBow, and StreetBuzz Magazines. 

    11. Impact of Cultural and Individual Factors on Customer Choice Strategies in China and South Korea: A Study in the Mobile Phone Market,” 
      Publisher: International Journal of Sales, Retailing and Marketing, 5(2), 3-16, 2016. 
      *Lead Article. 

    12. Differences in Customers' Online Service Satisfaction across Cultures: The Role of Thinking Style,
      Publisher: Journal of Marketing Channels, 22(1), 52-61, 2015. 


    Ph.D., Marketing, Drexel University, USA, 2015 

    M.B.A., General Management, Sogang University, South Korea, 2010 

    B.A., English for International Finance, Tianjin Foreign Studies University, P.R. China, 2007