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 anti-consumption, 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.

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


Articles in Refereed Journals

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. Doi: 10.1108/QMR-10-2021-0132

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. Doi: 10.1108/JCM-05-2020-3863

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, 46(4), 1413-1427. Doi: 10.1111/ijcs.12768.

Hasni, M.J.S., Farah, M.F., and 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.

Ramadan, Z., Farah, M. and 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 Behavior, in press. (https://doi.org/10.1002/cb.1960). 

Ramadan, Z., Farah, M., 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), pp. 596-609. (https://doi.org/10.1002/mar.21441).

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., & Mehdi, N.I. (2021), “Consumer ethnocentrism and consumer animosity: A literature review”, Strategic Change, 30(1), pp. 19-28. (https://doi.org/10.1002/jsc.2384).

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

Farah, M.F. & Shahzad, F. (2020), “Fast food addiction and 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).

Ramadan, Z., Farah, M.F, and Shatila, L. (2020), “The Examination of Self-Service Replenishing Solutions’ Potential”, International Journal of Web Based Communities, 16(2), pp. 134–149. (https://doi.org/10.1504/IJWBC.2020.107149).

Ramadan, Z. and 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 and 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. and 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), pp.327-343. (https://doi.org/10.1504/IJWBC.2019.103181).

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

Ramadan, Z., Farah, M.F., and 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, 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. and 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. and 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).

Farah, M. & 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.B., & Farah, M.F. (2017), “The advent of the ‘social moment of truth’ in online communities”, International Journal of Web Based Communities13(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 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. & 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., 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), “An Assessment of Advertisements for Controversial Products in Lebanon: The Influence of Gender”, Advertising and Society Review, 16(2). (https://doi.org/10.1353/asr.2015.0012).

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), 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 and Management, 9(10), pp. 101-115. (https://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).

Articles in Professional/Trade Journals

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)

Proceedings and Presentations in Refereed Conferences

Farah M.F., Ramadan, Z., Sammouri W., and 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 & 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”,Winter American Marketing Association (AMA) Academic Conference, Las Vegas: USA.

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

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

Ramadan, Z. and 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 and social media, Summer AMA Academic Conference. Chicago: United States.

Farah, M.F. and 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. and 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: United Kingdom.

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., Ramadan, Z. and 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 and Private Label Marketing. NB&PL 2022 – Ninth International Conference. Springer Proceedings in Business and Economics. Springer, Cham.

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

Ramadan, Z., Farah, M., and 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 and Private Label Marketing (pp. 165-174). Springer, Cham.

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.