Biography
Annelie Moukaddem Baalbaki is a full-time instructor of marketing. She holds an MBA with a concentration in marketing from the American University of Beirut and a BSc in business administration from the University of Balamand. Since 2003, she has taught marketing courses at the American University of Beirut, the Lebanese American University, and Haigazian University.
Her passion is teaching, and she is actively involved in academic research. She has published scholarly work and serves as a reviewer for several marketing conferences. Moukaddem Baalbaki also contributes to various consulting projects and remains engaged in community and social initiatives.
Teaching Interests
- Introduction to Marketing
- Digital Marketing
- Social Media Marketing
- Strategic Brand Management
- Consumer Behavior
Research Interests
- Consumer Behavior
- Online Consumer Behavior
- Social Media Marketing
- Branding
- Digital Learning
Publications
In Refereed Journals
- Moukaddem Baalbaki, A., Jiryes Azzam, N., & El-Kassar, A. (2017). “The Influence of Social Media Behavior of University Students in Lebanon on Their Purchasing Habits: The Mediating Effect of e-Word-of-Mouth.” Marketing and Branding Research (AIMI Journals), Vol. 4.
- Bechwati, N. N., Moukaddem, A., Nasr, N. I., & Baalbaki, I. (2016). “Mindful Consumer Behavior: A Cross-Cultural Comparison.” Journal of International & Interdisciplinary Business Research, Vol. 3.
- El-Kassar, A.-N., & Moukaddem, A. (2015). “Social Media Behavior and Influence on University Students in Lebanon.” The Business Review, Cambridge, Vol. 23, No. 1.
- Baalbaki, I., & Moukaddem, A. (2000). “An Empirical Investigation into the Effect of Brand Name on Taste Perceptions.” Journal of the Academy of Business Administration, Vol. 5, No. 2.
In Refereed Conference Proceedings
- Baalbaki, I., Malhotra, N., & Moukaddem, A. (2013). “A Missing LINC? A Marketing Case Study.” Academy of International Business (AIB) MENA Chapter Conference, Cairo.
- Baalbaki, I., Moukaddem, A., & Maatouk, Y. (2012). “Atmospheric Effects on Shopping Behavior: The Effect of Odor Intensity.” Academy for Global Business Advancements (AGBA), UAE.
- Baalbaki, I., Yazbeck, M., & Moukaddem, A. (2009). “Private Labels in Lebanon: An Empirical Assessment.” International Academy of Management and Business, New Orleans, Louisiana.
Academic Conference Presentations
- Elias, R., Nasr, N., Nasr Bechwati, N., Moukaddem Baalbaki, A., Mansour, A., & Abdo, R. (2021). “Females in Academia.” Workshop conducted at RISE: Research with Impact for the Society and the Enterprise Conference, Beirut, Lebanon, November 29–30.
- Elias, R., Moukaddem Baalbaki, A., Abdo, R., & Nasr, N. (2021). “Engaging Students in Times of Crises: A Teacher’s Perspective.” Paper presented at the Tenth International Conference on Effective Teaching and Learning in Higher Education, American University of Beirut, April 9.
- Moukaddem Baalbaki, A., El-Kassar, A., & Jiryes Azzam, N. (2017). “The Influence of Social Media Behavior of University Students in Lebanon on Their Purchasing Habits: The Mediating Effect of e-Word-of-Mouth.” Abstract presented at the 6th International Conference on New Challenges in Management and Business, Dubai, UAE, February 11.
- Nasr Bechwati, N., Moukaddem, A., Nasr, N., & Baalbaki, I. (2015). “How Do American and Lebanese Consumers Compare on Mindful Consumer Behavior?” Abstract presented at the Journal of International & Interdisciplinary Business Research (JIIBR) Symposium, California State University, Los Angeles, October 7–9.
- El-Kassar, A., & Moukaddem, A. (2015). “Social Media Behavior and Influence on University Students in Lebanon.” Presented at the Finance, Global Management, Economics & Information Technology Research Conference, New York, May 21–24.
- Baalbaki, I., Merhi, K., Khauli-Hanna, L., & Moukaddem, A. (2014). “Understanding Media Multitasking Behavior: Implications for Marketers and Media Planners.” Paper presented at the Annual Conference of the Emerging Markets Conference Board, New Delhi, India, January 9–11.
- Nasr Bechwati, N., Moukaddem, A., Nasr, N., & Baalbaki, I. (2013). “Mindful Consumer Behavior: A Cross-Cultural Comparison.” Paper presented and abstract published in the proceedings of the 8th Annual London Business Research Conference, London, UK, July 8–9.
- Baalbaki, I., Malhotra, N., & Moukaddem, A. (2013). “A Missing LINC?” Marketing case study presented at the Academy of International Business (AIB) MENA Chapter Conference, Cairo, January.
- Baalbaki, I., Moukaddem, A., & Maatouk, Y. (2012). “Atmospheric Effects on Shopping Behavior: The Effect of Odor Intensity on Consumer Perceptions, Evaluation, and Behavior.” Paper presented at the 9th Annual World Congress of the Academy for Global Business Advancements (AGBA), UAE, March.