Lei Song, Ph.D.

Lei Song
Assistant Professor, Marketing
Rydal Executive Plaza, 305
1600 Woodland Road
Abington, PA 19001

Research                                                                                                                                                                    

Lei’s research mainly integrates behavioral science and data analytics to help companies create innovative online (social media and e-commerce) and in-store strategies that are significantly important for improving customer satisfaction and corporate competitiveness.

Lei's research is selected by Harvard Business School for its MBA course material and is also included in Harvard Business Review’s Leadership & Managing People section. His research also qualified him to win the “40 Under 40” award of 2022 from Drexel Magazine, the certificate of congressional recognition as a “2021 Top 10 Outstanding Chinese American Youth” by the United States Congress, the Highly Commended Paper Award of the 2020 Emerald Literati Awards for Excellence (established by a global publisher, Emerald Publishing in 1993), and 2015 Excellence in Research Award from Drexel University. Lei has been a founding editorial review board member of Journal of Inter-Organizational Relationships, an editorial review board member of Journal of Marketing Channels and Journal of Business Administration Research, and the Track Chair of “Online Retailing” for the 2020 Global Marketing Conference.

Lei has published in Journal of Business Research, Journal of Retailing & Consumer Services, International Journal of Market Research, Business Horizons, 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. His research has been cited by authors in highly respected journals in interdisciplinary fields as computer science, food science, health care, environmental science, psychological science, education, and communications.

Lei’s research has been featured by more than 80 media outlets around the world, including English language media such as Harvard Business Review, Harvard Business Publishing, Emerald Publishing, Business Daily, Phys.org, Los Angeles Post, StreetBuzz, Montco Today, Penn State News, Drexel Magazine, Drexel LeBow, and Stockton Times, as well as most major Chinese language media (including 3 out of top 6 most popular websites of the world), such as People’s Daily, China Daily, Toutiao.com, Tencent.com, Baidu.com, Sina.com.cn, Netease.com, Sohu.com, Chinesebiznews.com, and Huarenone.com.

Journal Publications

Research Gate (full text available)

Google Scholar

Teaching 

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                                                                                                                     

2022 “40 Under 40” honoree, Drexel Magazine

Research is selected by Harvard Business School for its MBA course material and is also included in Harvard Business Review’s Leadership & Managing People section

Congressional recognition as a Top 10 Outstanding Chinese American Youth, United States Congress, summer 2021 (Featured in 50+ major global media including People’s Daily)

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

Editorial Review Board Member, Journal of Business Administration Research

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) 

Selected Media Coverage 

Harvard Business School Selected a Journal Publication for its MBA Course Material

Harvard Business Review Listed a Journal Publication on its Leadership & Managing People Section

Perceptions of Counterfeits Among Luxury Goods Differ Across Cultures:
https://phys.org/news/2021-07-perceptions-counterfeits-luxury-goods-differ.html

Announcing the 2021 Top 10 Outstanding Chinese American Youth Award Winners (in Chinese):
http://world.people.com.cn/n1/2021/0506/c1002-32095490.html

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

https://montco.today/2021/01/penn-state-abington-professor-honored-with-prestigious-award-for-his-social-media-research/ 

Qualitative Market Research - Literati Award Winners 2020: 

https://www.emeraldgrouppublishing.com/journal/qmr/qualitative-market-research-literati-award-winners-2020 

Abington Professor Receives Award for Social Media Research:

https://news.psu.edu/story/644579/2021/01/19/research/abington-professor-receives-award-social-media-research 

Five Research-Proven Steps to Increase Social Media Engagement: 

https://news.psu.edu/story/645670/2021/01/28/research/five-research-proven-steps-increase-social-media-engagement 

Why Online Retailers Should Study Philosophy: 

https://www.lebow.drexel.edu/news/why-online-retailers-should-study-philosophy 

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

https://stockton.edu/relations/documents/stockton-times/StocktonTimesJanuary19_2017.pdf 

Teaching

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.

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 

Employment 

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 Brand Management. 

  2. A Global Perspective on Combating Shanzhai Products: Cross-Cultural Solutions,
    Under Review: Thunderbird International Business Review.

  3. The Effect of Stereotype Threat on Price-Quality Judgments,
    Under Review: European Journal of Marketing.

  4. Lost and Found How the Conversion between Gains to Losses Impacts Consumers’ Purchase Decisions, Under 2st round review: Journal of Services Marketing.

  5. Hidden Price Promotions: Could Retailer Price Promotions Backfire?
    Publisher: Journal of Retailing and Consumer Services, 64(January), 2022.
    Ranked at "A" level on ABDC journal quality list; 2020 CiteScore journal impact: 9.0

  6. How Regulatory Focus Affects Perceptions of Online Limited-Time Promotions,
    Publisher: International Journal of Market Research, 2021.
    Single authored paper; Ranked at "A" level on 2019 ABDC journal quality list; 2020 CiteScore journal impact: 2.1 

  7. How Counterfeit Dominance Affects Luxury Fashion Brand Owners’ Perceptions: A Cross-Cultural Examination, Publisher: Journal of Business Research, 130, 1-13, 2021. Lead article. Ranked as the highest marketing journal in Google Scholar's h-index ranking; ranked at "A" level on 2019 ABDC journal quality list; 2020 CiteScore journal impact: 9.2.
    Featured by Penn State News. 

  8. Consumer Responses to Marketing Channel Strategies: A Demand-Based Approach,
    Publisher: Journal of Marketing Channels, 26(1), 43-59, 2020.
    Ranked at "B" level on 2019 ABDC journal quality list.. 

  9. Unlocking Value Through an Extended Social Media Analytics Framework: Insights for New Product Adoption, Publisher: Qualitative Market Research, 22(2), 161-179, 2019.
    The paper won the Highly Commended Paper Award in the 2020 Literati Awards for Excellence by Emerald Publishing. The journal is ranked at "B" level on the 2019 ABDC journal quality list, 2019 CiteScore journal impact: 2.4. Featured by Penn State News. 

  10. Building Loyalty in E-Commerce: Impact of Business and Customer Characteristics, Publisher: Journal of Marketing Channels, 25(1-2), 22-35, 2019.
    Ranked at "B" level on 2019 ABDC journal quality list.

  11. Integrating Consumers’ Motives with Suppliers’ Solutions to Combat Shanzhai: A Phenomenon beyond Counterfeit, Publisher: Business Horizons, 61(2), 229-237, 2018.
    The article is selected by Harvard Business School for its MBA course material, and is included in Harvard Business Review’s Leadership & Managing People section. The journal is ranked as the fifth-highest in Google Scholar's h-index ranking for Business, Economics & Management (general).
    Ranked at "B" level on 2019 ABDC journal quality list, 2019 CiteScore journal impact: 7.4. One of Top 3 (out of 16) Papers addressed in Editor’s Perspective. 

  12. Examining Impacts of Negative Reviews and Purchase Goals on Consumer Purchase Decision,
    Publisher: Journal of Retailing and Consumer Services, 39(Nov), 201-207, 2017.
    Ranked as the second highest marketing journal in Google Scholar's h-index ranking.
    Ranked at "A" level on 2019 ABDC journal quality list, 2020 CiteScore journal impact: 9.0

  13. 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.
    Ranked at "B" level on 2019 ABDC journal quality list.
    Featured in Stockton Times newspaper, Drexel LeBow, and StreetBuzz Magazines

  14. 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.

  15. Differences in Customers' Online Service Satisfaction across Cultures: The Role of Thinking Style,
    Publisher: Journal of Marketing Channels, 22(1), 52-61, 2015.
    Ranked at "B" level on 2019 ABDC journal quality list

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