Dr. Maya Farah


Maya Farah is an Associate Professor of Marketing and chair of the Marketing Department at the Adnan Kassar School of Business. She holds a Ph.D. in Marketing from the University of Manchester, and an MBA along with a BSc in Banking and Finance from the Lebanese American University.

Maya has several years of undergraduate, graduate and executive teaching experience at several AACSB accredited universities, including the American University of Beirut and the Ecole Supérieure de Commerce in Toulouse – France.

She has published several papers in top-ranked academic journals in the field of omnichannel marketing, online communities, and technological innovations’ effects on the consumer journey. Moreover, through the application of well-established socio-cognitive theories, she has widely published in the field of consumer boycotting and switching behavior, Islamic marketing, and financial marketing.She also serves on the editorial board of the International Journal of Bank Marketing and acts as a reviewer for numerous refereed journals and renowned marketing conferences.

Teaching Interests

  • Consumer Behavior
  • Marketing Research
  • Marketing Management
  • International Marketing

Research Interests

  • Consumer-retailer relationship in the digital era
  • The impact of Technological disruptions/innovations on the consumer journey
  • Omni-channel marketing and online communities
  • Social-cognitive theories applications to the understanding of consumer behavior
  • Consumer boycotting behavior
  • Islamic marketing
  • The effects of religion, religiosity, ethnocentrism, and country of origin on consumer purchase decisions
  • Consumer churning/switching behavior


Articles in Refereed Journals

Farah, M. and Ramadan, Z. (2017). Disruptions versus more disruptions: How the Amazon dash button is altering consumer buying patterns. Journal of Retailing and Consumer Services, 39, pp. 54-61. https://doi.org/10.1016/j.jretconser.2017.07.005

Ramadan, Z. and Farah, M. F. (2017, published online). The advent of the ‘Social Moment of Truth’ in online communities. International Journal of Web Based Communities, 13(3). https://doi.org/10.1504/ijwbc.2017.10004122

Ramadan, Z. and Farah, M.F. (2017, published online). The Pokémonisation of the first moment of truth. International Journal of Web Based Communities, 13(2). https://doi.org/10.1504/IJWBC.2017.084417

Farah, M. F. (2017). Consumers’ switching motivations and intention in the case of bank mergers: A cross-cultural study. International Journal of Bank Marketing, 35(2), pp. 254-274. https://doi.org/10.1108/IJBM-05-2016-0067

Farah, M. F. (2017). An Application of the Theory of Planned Behavior to Customer Switching Intentions in the Context of Bank Consolidations. International Journal of Bank Marketing, 35(1), pp. 147-172. https://doi.org/10.1108/IJBM-01-2016-0003

Farah, M. F. and Fawaz, R. (2016). A Comparison of the Influence of Personal and Cultural Values on the Consumption of Luxury Goods across Arab Regions: Levant versus Gulf. Contemporary Management Research, 12(2), pp. 139-168. https://doi.org/10.7903/cmr.15067

Ramadan, Z., Farah, M.F. and Mrad, M. (2016). An Adapted TPB Approach to Consumers’ Acceptance of Service Delivery Drones. Technology Analysis and Strategic Management. https://doi.org/10.1080/09537325.2016.1242720

Farah, M. F., and El Samad, L. (2015). Controversial product advertisements in Lebanon: A study of Sunni-Shi’a sectarian disparities and similarities. Journal of Islamic Marketing, 6(1). https://doi.org/10.1108/JIMA-02-2014-0013

Farah, M. F., and El Samad, L. (2015). The influence of gender on the assessment of controversial products’ advertisement in Lebanon. Advertising and Society Review, 16(2).

Abosag, I. and Farah, M. F. (2014). The Influence of Religiously Motivated Consumer Boycotts on Brand Image, Loyalty, and Product Judgment. European Journal of Marketing, 48(11/12), pp. 2262-2283. https://doi.org/10.1108/EJM-12-2013-0737

Farah, M. F., and El Samad, L. (2014). The Effects of Religion and Religiosity on Advertisement Assessment among Lebanese Consumers. Journal of International Consumer Marketing, 26(4), 1-26. http://dx.doi.org/10.1080/08961530.2014.919126

Farah, M. F. (2014). An expectancy-value approach to the study of beliefs underlying consumer boycott intention. International Journal of Business and Management, 9(10), pp. 101-115. http://dx.doi.org/10.5539/ijbm.v9n10p101

Farah, M. F., and Newman, A. (2010). A Socio-Cognitive Approach to Exploring Consumer Boycott Intelligence. Journal of Business Research, 63(4), pp. 347-355. https://doi.org/10.1016/j.jbusres.2009.03.019

Proceedings and Presentations in Refereed Conferences

Farah, M. F., and Ramadan, Z. (2017, December 14 – 16). The consumer’s journey in the era of the “First Moment of Truth 2.0”, 43rd European International Business Academy Conference (EIBA 2017). Milan: Italy.

Farah, M. F., and Ramadan, Z. (2017, October 26 – 29). The Rise of the Impulsive Shopper: The Case of the Amazon Dash Button. Association for Consumer Research North American Conference. San Diego: United States.

Farah, M. F., and Mehdi, N. (2017, June 1 – 4). Consumer ethnocentrism and consumer animosity: A literature review. Proceedings of the 2017 Conference on Historical Analysis and Research in Marketing (CHARM 2017). Liverpool: United Kingdom.

Farah, M. F., and El Samad, L. (2017, January 26 – 28), Consumer perception of Halal products in a developing country setting: An empirical assessment amongst Sunni versus Shiite Muslim consumers. Proceedings of the 16th International Marketing Trends Conference (IMTC 2017). Madrid: Spain.

Ramadan, Z., Mrad, M. and Farah, M. F. (2015, October 28 – 31). A Contemporary Challenge in the Globalization of Service Technology; Moving from Self-Service Technologies to Drone-Delivery Interfaces. Proceedings of the EAMSA: Theory and Practice in Bridging Europe and Asia: Contemporary Challenges in International Marketing. London: United Kingdom.

Farah, M. F., and Fawaz, R. (2015, September 8 – 10). A cross-country study of the underlying values behind luxury consumption in the Arab World. Proceedings of the 29th British Academy of Management (BAM) Annual Conference. Portsmouth: United Kingdom.

Farah, M. F. (2013, September 10 – 12). An Expectancy-Value Approach to the Study of Beliefs Underlying Consumer Boycott Intention. Proceedings of the 27th British Academy of Management (BAM) Annual Conference. Liverpool: United Kingdom.


Ramadan, Z. and Farah, M.F. (2017). The Dawn of ‘Guerrilla Marketing’: The alteration of consumers’ attitudes towards retailers and their usage of various social media platforms. [Kindle Edition], Retrieved from Amazon.com.

Cateora, P., Graham, J., Gilly, M., and Farah, M. F. (2013). International Marketing. McGraw-Hill Publishers, Middle East edition.

Chapters in Books

Farah, M. F., (2011). The Arab Consumer Boycott of American Products: Motives and Intentions. In Handbook of Islamic Marketing, Sandıkcı, O. and Rice, G. (eds.). London: Edward Elgar Publishing Ltd.