Professor Maya Farah

Professor and Chairperson of the Marketing Department

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

Bio

Maya Farah is a Professor of Marketing and the chairperson 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 Omni-channel 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 anti-consumption, consumer boycotting and switching behavior, Islamic marketing, and financial marketing. She also served on the editorial board of the International Journal of Bank Marketing and acts as a reviewer for numerous refereed journals and renowned marketing conferences.

ORCID ID: 0000-0002-6251-4096

Teaching Interests

Consumer Behavior
Marketing Research
Marketing Management

Research Interests

Consumer-retailer relationship in the digital era
The impact of Technological disruptions/innovations on the consumer journey
Shopper’s First Moment of Truth in Social Networking Environments
Omni-channel marketing and online communities
Social-cognitive theories applications to the understanding of consumer behavior
Consumer boycotting / anti-consumption behavior
Consumer churning / switching behavior
The effects of religion, religiosity, ethnocentrism, and country of origin on consumer purchase decisions
Islamic marketing
Bank marketing

Publications

Articles in Academic and Trade Journals

Ramadan, Z., Farah, M., Abosag, I., and Sleiman, A. (2023, in press), “Typology of E-commerce Shoppers: The Case of COVID-19”, Qualitative Market Research: An International Journal. https://doi.org/10.1108/QMR-12-2021-0154 (ABDC ranking: B – SCIMAGO journal ranking: Q2).

Mrad, M., Farah, M.F., and Mehdi, N. (2022), “WhatsApp communication: a controversial tool for luxury brands”, Qualitative Market Research: An International Journal, 25(3), 337-360. https://doi.org/10.1108/QMR-10-2021-0132 (ABDC ranking: B – SCIMAGO journal ranking: Q2).

Mehdi, A. Farah, M.F. and Ramadan, Z.B. (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. https://doi.org/10.1108/JCM-05-2020-3863 (ABDC ranking: A – SCIMAGO journal ranking: Q2).

Farah, M.F., Ramadan, Z.B., and Kanso, J. (2022), “Satisfying the online food crave: The case of online food aggregators”, International Journal of Consumer Studies, in press. https://doi.org/10.1111/ijcs.12768 (ABDC ranking: A – SCIMAGO journal ranking: Q2).

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, in press. Doi: 10.1108/JTF-09-2021-0220. (ABDC ranking: A – SCIMAGO journal ranking: Q1, Impact factor: 2.37 – This article falls within the top 10% most cited publications worldwide in the Marketing field between 2017 to 2022).

Ramadan, Z., Farah, M.F. and Bou Saada, R. (2021), “Fooled in the relationship: how Amazon Prime members’ sense of self-control counterintuitively reinforces impulsive buying behavior”, Journal of Consumer Behavior, 20(6), 1497–1507. https://doi.org/10.1002/cb.1960 ABDC ranking: B – SCIMAGO journal ranking: Q2).

Ramadan, Z.B., Farah, M.F., and 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. https://doi.org/10.1002/mar.21441 (ABDC ranking: A – SCIMAGO journal ranking: Q₁, Impact factor: 2.37 – This article falls within the top 10% most cited publications worldwide in the Marketing field between 2017 to 2022).

Farah, M. F. (2021), “Consumer perception of halal products: an empirical assessment among Sunni versus Shiite Muslim consumers” Journal of Islamic Marketing, 12(2), pp. 280–301. (https://doi.org/10.1108/JIMA-09-2019-0191).

Farah, M.F. and Mehdi, N (2021), “Consumer ethnocentrism and consumer animosity: A literature review”, Strategic Change, 30(1), 19-28, https://doi.org/10.1002/jsc.2384 (ABDC ranking: C – SCIMAGO journal ranking: Q2).

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, in press. (https://doi.org/10.1108/IJBM-02-2021-0068).

Farah, M.F. & Ramadan, Z. (2020), “Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness.” Journal of Retailing & Consumer Services, 53, 101973. (https://doi.org/10.1016/j.jretconser.2019.101973).

Farah, M.F. & Shahzad, F. (2020), “Fast food addiction & anti-consumption behavior: The moderating role of consumer social responsibility”, International Journal of Consumer Studies, 44(4), pp. 379–392 (https://doi.org/10.1111/ijcs.12574).

Farah, M.F., Ramadan, Z.B. and Shatila, L. (2020), “The examination of self-service replenishing solutions’ potential”, International Journal of Web Based Communities, 16(2), 134–149. https://doi.org/10.1504/IJWBC.2020.107149 (ABDC ranking: B – SCIMAGO journal ranking: Q2).

Mrad, M., Majdalani, J., Cui, C. C., & El Khansa, Z. (2020), “Brand addiction in the contexts of luxury and fast-fashion brands”, Journal of Retailing and Consumer Services, 55, 102089. https://doi.org/10.1016/j.jretconser.2020.102089 (ABDC ranking: A – SCIMAGO journal ranking: Q1).

Ramadan, Z. & Farah M.F. (2020), “Influencing the Influencers: The Case of Retailers’ Social Shopping Platforms”, International Journal of Web Based Communities, 16(3), pp. 279–295. (https://doi.org/10.1504/IJWBC.2020.108626).

Mrad, M., Farah, M. F., & Haddad, S. (2019), “From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands & fast-fashion brands”, Journal of Brand Management, 26(5), pp.567-582. (https://doi.org/10.1057/s41262-018-00146-2).

Ramadan, Z., Farah, M.F. & Daouk, S. (2019), “The effect of e-retailers’ innovations on shoppers’ impulsiveness & addiction in web-based communities: The case of Amazon’s Prime Now”, International Journal of Web Based Communities, 15(4), pp.327-343. (https://doi.org/10.1504/IJWBC.2019.103181).

Farah, M.F., Ramadan, Z., & Harb, D. (2019), “The examination of virtual reality at the intersection of consumer experience, shopping journey & physical retailing”, Journal of Retailing & Consumer Services,48, pp. 136-143. (https://doi.org/10.1016/j.jretconser.2019.02.016).

Ramadan, Z., Farah, M.F., & Kassab, D. (2019), “Amazon’s approach to consumers’ usage of the Dash button & its effect on purchase decision involvement in the US market”, Journal of Retailing & Consumer Services,47, pp. 133-139. (https://doi.org/10.1016/j.jretconser.2018.11.018).

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), pp. 1386-1413. (https://doi.org/10.1108/IJBM-10-2017-0215).

Ramadan, Z., Farah, M.F. & Dukenjian, A. (2018), “Typology of social media followers: the case of luxury brands”, Marketing Intelligence & Planning, 36(5), pp. 558-571. (https://doi.org/10.1108/MIP-01-2018-0039).

Farah, M.F., Hasni, M. & Abbas, A. (2018), “Mobile-banking adoption: empirical evidence from the banking sector in Pakistan”, International Journal of Bank Marketing, 36(7), pp.1386-1413. (https://doi.org/10.1108/IJBM-10-2017-0215).

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

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

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. (https://doi.org/10.1504/ijwbc.2017.10004122).

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.(https://doi.org/10.1504/IJWBC.2017.084417).

Farah, M.F. (2017), “Consumers’ switching motivations & 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. & Fawaz, R. (2016), “A Comparison of the Influence of Personal & 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. & Mrad, M. (2016), “An Adapted TPB Approach to Consumers’ Acceptance of Service Delivery Drones”, Technology Analysis & Strategic Management.(https://doi.org/10.1080/09537325.2016.1242720).

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

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). (https://doi.org/10.1353/asr.2015.0012).

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

Farah, M.F., & El Samad, L. (2014), “The Effects of Religion & Religiosity on Advertisement Assessment among Lebanese Consumers”, Journal of International Consumer Marketing, 26(4), pp. 1-26. (https://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 & Management, 9(10), pp. 101-115. (https://dx.doi.org/10.5539/ijbm.v9n10p101).

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

Farah, M.F., Ramadan, Z. & 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, CA: USA.

Farah, M.F., Ramadan, Z., and Bdeir, N. (2023, February 6 – 12), “Inclusive Marketing in the Web 4.0 Metaverse”, Proceedings of the Winter American Marketing Association (AMA) Academic Conference, Nashville TN: USA. MBA student Under review in a marketing journal

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”, 28^thRecent Advances in Retailing & Services Science Conference, Baveno: Italy.

Ramadan, Z., Farah, M.F., and Al Rahbany, N. (2022, February 10 – 18), “Reconceiving customer experience: The case of Amazon Explore”, Proceeding of the Winter American Marketing Association (AMA) Academic Conference, Las Vegas: USA. MBA student Under review in a marketing journal

Ramadan, Z., Farah, M.F., and 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., and 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: United States.

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

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: United Kingdom U.K.

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 & Policy (MSP 2018). London: United Kingdom.

Farah, M.F., & Ramadan, Z. (2017, December 14 – 16). The consumer’s journey in the era of the “First Moment of Truth 2.0”, 43^rdEuropean 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: United States.

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

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.Proceedings of the 16^thInternational Marketing Trends Conference (IMTC 2017). Madrid: Spain.

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. Proceedings of the EAMSA: Theory & Practice in Bridging Europe & Asia: Contemporary Challenges in International Marketing. London: United Kingdom.

Farah, M.F., & Fawaz, R. (2015, September 8 – 10). A cross-country study of the underlying values behind luxury consumption in the Arab World.Proceedings of the 29^thBritish 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 27^thBritish Academy of Management (BAM) Annual Conference. Liverpool: United Kingdom.

Books

Ramadan, Z. & Farah, M.F. (2017). The Dawn of ‘Guerrilla Marketing’: The alteration of consumers’ attitudes towards retailers & 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 Books

Farah, M.F., Mrad, M., Ramadan, Z. and 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., Naveed, M., & Ali, S. (2023, in press). “Blockchain-Enabled Banking Services & 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 & Private Label Marketing. NB&PL 2023 – 10th International Conference. Springer Proceedings in Business & Economics (pp. 41-49). Springer, Cham.

Ramadan, Z., Farah, M.F., & Bekdache, S. (2023, in press). “The Examination of Social & Service Relational Aspects on Customers’ Retention”, in: Martínez-López, F.J., Gázquez-Abad, J.C., & Gielens, K. (eds) Advances in National Brand & Private Label Marketing. NB&PL 2023 – 10th International Conference. Springer Proceedings in Business & Economics (pp. 70-79). Springer, Cham.

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

Farah, M., Mrad, M., Ramadan, Z. & Hamdan, H. (2020, June). “Consumers’ Reactions to Drone Delivery Services”, In International Conference on Advances in National Brand & Private Label Marketing. Springer, Cham.

Ramadan, Z., Farah, M., & Audi, H. (2019, June). “The Advent of the Voice Moment of Truth: The Case of Amazon’s Alexa”, In International Conference on Advances in National Brand & Private Label Marketing (pp. 165-174). Springer, Cham.

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