Research Output per year
Research Output per year
Personal profile
Research Interests
Professor Lee's research interests focus on the economic and societal aspects of new technology-enabled channels as well as empirical modeling and marketing analytics. Her current research explores emerging mobile channels and their impact on consumer behavior by using both statistical and econometric models.
Education/Academic qualification
Marketing, PhD, Arizona State University
Statistics, PhD, Virginia Tech
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Collaborations and top research areas from the last five years
Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
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Fake thumbs in play: A large-scale exploration of false amplification and false diminution in online news comment spaces
Kwon, K. H., Lee, M. H., Pil Han, S. & Park, S., Jun 2024, In: New Media and Society. 26, 6, p. 3252-3272 21 p.Research output: Contribution to journal › Article › peer-review
4 Scopus citations -
Understanding Consumers’ Visual Attention in Mobile Advertisements: An Ambulatory Eye-Tracking Study with Machine Learning Techniques
Xie, W., Lee, M. H., Chen, M. & Han, Z., 2024, In: Journal of Advertising. 53, 3, p. 397-415 19 p.Research output: Contribution to journal › Article › peer-review
5 Scopus citations -
How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users: an analysis of individual-level clickstream data
Kim, S. J., Lee, M. H., Hong, J. & Park, S., 2023, In: International Journal of Advertising. 42, 4, p. 713-739 27 p.Research output: Contribution to journal › Article › peer-review
10 Scopus citations -
Positive Demand Spillover of Popular App Adoption: Implications for Platform Owners' Management of Complements
Lee, M. H., Han, S. P., Park, S. & Oh, W., Sep 2023, In: Information Systems Research. 34, 3, p. 961-995 35 p.Research output: Contribution to journal › Article › peer-review
3 Scopus citations -
An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data
Lee, M. H., Kim, S. J., Yoon, S. H. & Park, S., 2022, In: Journal of Advertising. 51, 1, p. 76-84 9 p.Research output: Contribution to journal › Article › peer-review
Open Access8 Scopus citations