Faculty and Staff
Photo of Dr. Maya Farah

Dr. Maya Farah

Professor and Assistant Dean, Adnan Kassar School of Business

MFarah@lau.edu.lb
Ext. 1530
AKSOB 1614
LAU Beirut

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Bio

Maya Farah is a professor of marketing and assistant dean at the Adnan Kassar School of Business. She holds a PhD in marketing from the University of Manchester and has built a globally recognized career distinguished by research, teaching, and leadership excellence. Her teaching spans undergraduate, graduate, doctoral, and executive programs at leading universities.

Dr. Farah has published more than 40 peer-reviewed journal articles in high-impact outlets, 10 book chapters, and co-authored a McGraw-Hill textbook on international marketing, widely adopted by universities across the MENA region. Her research explores consumer psychology on digital platforms, AI in retail, online brand communities, and inclusivity in the metaverse. In addition, her work on ethical consumerism, anti-consumption, and brand boycotts has influenced academic debates and international policy development. She is also a frequent presenter at international conferences and has received multiple best paper awards.

Her global impact has been widely recognized. She was ranked among the world’s top 2% of scientists by Stanford University and Elsevier/Scopus in 2024 and 2025. In 2025, she received LAU’s Faculty Excellence in Research Award and was named among the Global 200 Women Power Leaders.

Beyond research, Dr. Farah brings extensive accreditation expertise, leading committees within the dean’s office and serving as an external reviewer for AACSB-accredited business schools. She plays a pivotal role in academic program development while promoting sustainability initiatives aligned with the UN Sustainable Development Goals.

Her scholarship not only advances marketing knowledge but also strengthens LAU’s standing as a hub of innovation, inclusion, and global thought leadership.


Teaching Interests

Research Interests

Publications

Nassereddine, Y., Ramadan, Z., & Farah, M. F. (2025). From wellbeing to addiction: The influence of inclusive beauty brands on people with physical disabilities. International Journal of Consumer Studies, 49(1), e70017.

Farah, M. F., Ramadan, Z., & Nassereddine, Y. (2025). Mind the gap: virtual fashion shows and generational disparities. International Journal of Fashion Design, Technology and Education, 1-9.

Farah, M.F. & Ramadan, Z. (2024). Toward an inclusive metaverse: maneuvering between acceptance of disability and need for uniqueness. Journal of Research in Interactive Marketing, 18(5), 741-758.

Farah, M.F., Ramadan, Z., & Nassereddine, Y. (2024). When digital spaces matter: The influence of uniqueness and place attachment on self‐identity expression with brands using generative AI on the Metaverse. Psychology and Marketing, 41(12), 2965-2976.

Ramadan, Z., Farah, M. F., Abosag, I., & Dahi, B. (2024, June). Love me, love me not: The counterintuitive relationships in social networking sites. In Digital Marketing & eCommerce Conference (pp. 15-22). Cham: Springer Nature Switzerland.

Farah, M. F., Ramadan, Z., Sammouri, W., & Tawk, P. (2024, June). Digital luxury fashion shows: Leveraging interactive marketing opportunities through social media sentiment analysis. In Digital Marketing & eCommerce Conference (pp. 23-30). Cham: Springer Nature Switzerland.

Ramadan, Z., Farah, M., Abosag, I., & Sleiman, A. (2023). Typology of e-commerce shoppers: the case of COVID-19. Qualitative Market Research: An International Journal, 26(4), 345-367.

Ramadan, Z., Farah, M., & Al Rahbany, N. (2023). Boosting customized and personalized interactive livestreaming experiences. Is Amazon Explore competing or complementing the hospitality industry?. Qualitative Market Research: An International Journal, 26(5), 473-493.

Ramadan, Z., Farah, M. F., & Bekdache, S. (2023, May). The examination of social and service relational aspects on customers’ retention. In National Brand and Private Label Marketing Conference (pp. 70-79). Cham: Springer Nature Switzerland.

Farah, M. F., Naveed, M., & Ali, S. (2023, May). Blockchain-enabled banking services and customers’ perceived financial well-being: A structural nexus. In National Brand and Private Label Marketing Conference (pp. 41-49). Cham: Springer Nature Switzerland.

Mrad, M., Farah, M., & Mehdi, N. (2022). WhatsApp communication service: a controversial tool for luxury brands. Qualitative Market Research: An International Journal, 25(3), 337-360.

Mahdi, A., Farah, M. F., & Ramadan, Z. (2022). What to believe, whom to blame, and when to share: exploring the fake news experience in the marketing context. Journal of Consumer Marketing, 39(3), 306-316.

Farah, M. F., Ramadan, Z., & Kanso, J. (2022). Satisfying the online food crave: the case of online food aggregators. International Journal of Consumer Studies, 46(4), 1413-1427.

Farah, M. F., Ramadan, Z., & Yunis, M. (2022, May). The examination of tech disruptions’ patterns on the consumer journey. In Advances in National Brand and Private Label Marketing: Ninth International Conference, 2022 (pp. 142-149). Cham: Springer International Publishing.

Hasni, M. J. S., Farah, M. F., & Adeel, I. (2021). The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan. Journal of Tourism Futures.

Ramadan, Z., F Farah, M., & El Essrawi, L. (2021). From Amazon. com to Amazon. love: How Alexa is redefining companionship and interdependence for people with special needs. Psychology & Marketing, 38(4), 596-609.

Farah, M. F. (2021). Consumer perception of Halal products: An empirical assessment among Sunni versus Shiite Muslim consumers. Journal of Islamic Marketing, 12(2), 280-301.

Farah, M. F., & Mehdi, N. I. (2021). Consumer ethnocentrism and consumer animosity: A literature review. Strategic Change, 30(1), 19-28.

Naveed, M., Farah, M. F., & Hasni, M. J. S. (2021). The transformative role of firm information transparency in triggering retail investor’s perceived financial well-being. International Journal of Bank Marketing, 39(7), 1091-1113.

Ramadan, Z., Farah, M. F., & Bou Saada, R. (2021). Fooled in the relationship: How Amazon Prime members’ sense of self‐control counter‐intuitively reinforces impulsive buying behavior. Journal of Consumer Behaviour, 20(6), 1497-1507.

Farah, M. F., & Shahzad, M. F. (2020). Fast‐food addiction and anti‐consumption behaviour: The moderating role of consumer social responsibility. International Journal of Consumer Studies, 44(4), 379-392.

Farah, M. F., & Ramadan, Z. B. (2020). Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness. Journal of Retailing and Consumer Services, 53, 101973.

Farah, M. F., Ramadan, Z. B., & Shatila, L. (2020). The examination of self-service replenishing solutions’ potential. International Journal of Web Based Communities, 16(2), 134-149.

Ramadan, Z. B., & Farah, M. F. (2020). Influencing the influencers: the case of retailers’ social shopping platforms. International Journal of Web Based Communities, 16(3), 279-295.

Farah, M. F., Mrad, M., Ramadan, Z., & Hamdane, H. (2020, May). Handle with care: adoption of drone delivery services. In International Conference on Advances in National Brand and Private Label Marketing (pp. 22-29). Cham: Springer International Publishing.

Mrad, M., Farah, M. F., & Haddad, S. (2019). From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands: M. Mrad et al. Journal of brand management, 26(5), 567-582.

Farah, M. F., Ramadan, Z. B., & Harb, D. H. (2019). The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing. Journal of Retailing and Consumer Services, 48, 136-143.

Ramadan, Z. B., Farah, M. F., & Kassab, D. (2019). Amazon’s approach to consumers’ usage of the Dash button and its effect on purchase decision involvement in the US market. Journal of Retailing and Consumer Services, 47, 133-139.

Ramadan, Z. B., Farah, M. F., & Daouk, S. (2019). The effect of e-retailers’ innovations on shoppers’ impulsiveness and addiction in web-based communities: the case of Amazon’s Prime Now. International Journal of Web Based Communities, 15(4), 327-343.

Ramadan, Z., Farah, M., & Audi, H. (2019, May). The advent of the voice moment of truth: the case of Amazon’s Alexa. In International Conference on Advances in National Brand and Private Label Marketing (pp. 165-174). Cham: Springer International Publishing.

Ramadan, Z., Farah, M. F., & Dukenjian, A. (2018). Typology of social media followers: the case of luxury brands. Marketing Intelligence & Planning, 36(5), 558-571.

Farah, M. F., Hasni, M. J. S., & Abbas, A. K. (2018). Mobile-banking adoption: empirical evidence from the banking sector in Pakistan.  International Journal of Bank Marketing, 36(7), 1386-1413.

Ramadan, Z., Farah, M. and Halawi, B. (2018). How can the Lebanese traditional media stations survive in the presence of digital media? ArabAd Magazine, 28(8).

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), 254-274.

Farah, M. F., & Ramadan, Z. B. (2017). Disruptions versus more disruptions: How the Amazon dash button is altering consumer buying patterns. Journal of Retailing and Consumer Services, 39, 54-61.

Ramadan, Z. B., & Farah, M. F. (2017). The advent of the’social moment of truth’in online communities. International Journal of Web Based Communities, 13(3), 364-378.

Ramadan, Z. B., & Farah, M. F. (2017). The Pokémonisation of the first moment of truth. International Journal of Web Based Communities, 13(2), 262-277.

Farah, M. F. (2017). Application of the theory of planned behavior to customer switching intentions in the context of bank consolidations. International Journal of Bank Marketing, 35(1), 147-172.

Ramadan, Z. B., Farah, M. F., & Mrad, M. (2017). An adapted TPB approach to consumers’ acceptance of service-delivery drones. Technology Analysis & Strategic Management, 29(7), 817-828.

Farah, M. F., & Mehdi, N. (2017). Consumer Ethnocentrism and Consumer Animosity: A Literature Review. Explorations in Globalization and Glocalization: Marketing History through the Ages, 249-251.

Farah, M. F., & Fawaz, R. S. (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).

Farah, M. F., & 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), 22-43.

Farah, M. F., & El Samad, L. (2015). An assessment of advertisements for controversial products in Lebanon: the influence of gender. Advertising & Society Review, 16(2).

Abosag, I., & F. Farah, M. (2014). The influence of religiously motivated consumer boycotts on brand image, loyalty and product judgment. European Journal of Marketing, 48(11/12), 2262-2283.

Farah, M. F., & El Samad, L. (2014). The effects of religion and religiosity on advertisement assessment among Lebanese consumers. Journal of International Consumer Marketing, 26(4), 344-369.

Farah, M. F. (2014). An expectancy-value approach to the study of beliefs underlying consumer boycott intention.

El-Khalil, R., & Farah, M. F. (2013). Lean management adoption level in middle eastern manufacturing facilities.

Farah, M. F. (2011). The Arab Consumer Boycott of American products: motives and intentions. In Handbook of Islamic Marketing. Edward Elgar Publishing.

Farah, M. F., & Newman, A. J. (2010). Exploring consumer boycott intelligence using a socio-cognitive approach. Journal of Business Research, 63(4), 347-355.

Books

Ramadan, Z. & 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., & Farah, M. F. (2013). International Marketing. McGraw-Hill Publishers, Middle East edition.

Chapters in a book
 

Farah, M.F., Ramadan, Z., Sammouri, W., & Tawk, P. (2024). Digital luxury fashion shows: leveraging interactive marketing opportunities through social media sentiment analysis. In Digital Marketing and eCommerce Conference (pp. 23-30). Springer, Cham.

Ramadan, Z., Farah, M.F., Abosag, I., & Dahi, B. (2024, June). Love Me, Love Me Not: The counterintuitive relationships in social networking sites. In Digital Marketing and eCommerce Conference (pp. 15-22). Springer, Cham.

Farah, M.F., Ramadan, Z., Sammouri, W., & Tawk, P. (2024, June). Digital luxury fashion shows: leveraging interactive marketing opportunities through social media sentiment analysis. In Digital Marketing & eCommerce Conference (pp. 23-30). Springer, Cham. 

Ramadan, Z., Farah, M.F., & Bekdache, S. (2023). The examination of social and service relational aspects on customers’ retention. In Springer Proceedings in Business and Economics, (pp. 70-79). Springer, Cham.

Farah, M.F., Naveed, M., & Ali, S. (2023). Blockchain-enabled banking services and customers’ perceived financial well-being: an unprecedented structural nexus. In Martínez-López, F.J., Gázquez-Abad, J.C., & Gielens, K.  (eds) Advances in National Brand and Private Label Marketing. NB&PL 2023 – 10th International Conference. Springer Proceedings in Business and Economics (pp. 41-49). Springer, Cham.

Farah, M.F., Ramadan, Z. & Yunis M. (2022). The examination of tech disruptions’ patterns on the consumer journey. InMartínez-López F., Gázquez-Abad J., Leva, M. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2022 – Ninth International Conference. Springer Proceedings in Business and Economics. Springer, Cham. 

Farah, M.F., Ramadan, Z., & Yunis, M. (2022). The examination of tech disruptions’ patterns on the consumer journey. In Springer Proceedings in Business and Economics, (pp. 142-149). Springer, Cham

Farah, M.F., Mrad, M., Ramadan, Z. & Hamdane H. (2020). Handle with care: adoption of drone delivery services. In Martínez-López F., Gázquez-Abad J., Breugelmans, E. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2020 – Seventh International Conference. Springer Proceedings in Business and Economics. (pp. 22-29). Springer, Cham.

Farah, M.F., Mrad, M., Ramadan, Z., & Hamdane, H. (2020). Handle with care: adoption of drone delivery services. In Advances in National Brand and Private Label Marketing: Seventh International Conference, 2020 (pp. 22-29). Springer, Cham

Farah, M.F., Mrad, M., Ramadan, Z., & Hamdan, H. (2020). Consumers’ reactions to drone delivery services. In International Conference on Advances in National Brand and Private Label Marketing. Springer, Cham

Ramadan, Z., Farah, M.F., & Audi, H. (2019). The advent of the voice moment of truth: The case of Amazon’s Alexa. In Springer Proceedings in Business and Economics, (pp. 165-174). Springer, Cham.

Proceedings and Presentations in Refereed Conferences

Farah, M.F., Ramadan, Z. & Nassereddine, Y. (2024, August 16 - 18). The Migration from X to Threads: Consumer Journey and Brand-customer Relationships. Summer American Marketing Association (AMA) Academic Conference. Boston, USA 

Farah, M.F., & Ramadan, Z. (2024, February 23 - 25). Embracing disability versus need for uniqueness on the Metaverse. Winter American Marketing Association (AMA) Academic Conference. St. Pete, USA.

Ramadan, Z., Farah, M.F., & Nassereddine, Y. (2023, August 4 – 6). Mirror, mirror on the wall, can I with my physical disability be the fairest of them all? Summer American Marketing Association (AMA) Academic Conference. San Francisco, USA.

Farah, M.F., Ramadan, Z., & Bdeir, N. (2023, February 10 – 12). Inclusive Marketing in the Web 4.0 Metaverse, Winter American Marketing Association (AMA) Academic Conference. Nashville, USA.

Farah M.F., Ramadan, Z., Sammouri W., & Tawk, P. (2022, August 12 – 14). Social Media Sentiment Analysis: The Case of Virtual Luxury Fashion. Summer American Marketing Association (AMA) Academic Conference. Chicago, USA.

Majdalani, J., Farah M.F., & Ramadan, Z., (2022, July 23 – 26). The Addictive Subscription Economy. 28th Recent Advances in Retailing and Services Science Conference. Baveno, Italy.

Ramadan, Z., Farah, M.F., & Al Rahbany, N. (2022, February 10 – 18). Reconceiving customer experience: The case of Amazon Explore. Winter American Marketing Association (AMA) Academic Conference. Las Vegas, USA.

Ramadan, Z., Farah, M.F., & Bou Saada R. (2021, August 4 – 6). Fool me once, shame on me, fool me twice, shame on Amazon Prime. Summer American Marketing Association (AMA) Academic Conference, Boston, USA. 

Ramadan, Z., Farah, M.F., & Sleiman A., (2021, August 4 – 6). E-commerce and shoppers’ evolution post Covid-19. Summer American Marketing Association (AMA) Academic Conference. Boston, USA. 

Ramadan, Z. & Farah, M.F. (2020, February 14-16). The Advent of Artificial Intimacy: An AI-Consumer Relationship Framework Using the Case of Amazon’s Alexa. Winter AMA Academic Conference. San Diego, USA.

Farah, M.F., Ramadan, Z., & Mehdi, A. (2019, August 9-11). The impact of fake news on brands and social media. Summer AMA Academic Conference. Chicago, USA.

Abosag, I. and Ramadan, Z. (2018, September 3-5). Similarity vs. Uniqueness: How Social ads counterintuitively motivate the need for uniqueness. International Colloquium on Corporate Branding, Identity, Image and Reputation (COBIIR). Calabria, Italy.

Farah, M.F. & Ramadan, Z. (2018, May 2-4). The impact of retailers’ utilization of guerrilla-like marketing tactics on consumers’ attitudes. Global Brand Conference (GBC 2018). Newcastle, UK.

Farah, M.F. & Ramadan, Z. (2018, April 10-11). The long-term sustainability of retailer-driven tech innovations on shoppers’ impulsiveness.  3rd International Conference on Marketing, Strategy and Policy (MSP 2018). London, UK.

Farah, M.F., & 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. The 16thInternational Marketing Trends Conference (IMTC 2017). Madrid: Spain.

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

Farah, M.F., & 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., & 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, USA.

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

Ramadan, Z., Mrad, M. & 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. The EAMSA: Theory and Practice in Bridging Europe and Asia: Contemporary Challenges in International Marketing. London, UK.