Lei Song, Ph.D.

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

    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 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 numerous English language media outlets, including Business Daily, Phys.org, Emerald Publishing, Los Angeles Post, StreetBuzz, Montco Today, Penn State News, Drexel LeBow, and Stockton Times, as well as most major Chinese language media around the world (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                                                                                                                     

    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 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 

    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 

    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 

    Publications
    1. Engaging and Interacting with Consumers at Social Media Sites: The Mediating Role of Psychological Brand Ownership, 
      Under Review: International Journal of Market Research. 

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

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

    4. How Regulatory Focus Affects Perceptions of Online Limited-Time Promotions, International Journal of Market Research, forthcoming. *Single Author.

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

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

    7. 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. 

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

    9. 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. 

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

    11. 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. 

    12. 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. 

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

    Education

    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