プロフィール詳細

プロジェクトを作成

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Omar H.に依頼

Canada

Consumer Behaviour Researcher | Survey Development and Market Research | Data Analysis

プロフィール概要

I am an Assistant Professor of Marketing at the University of New Brunswick, specializing in consumer behaviour and digital innovations. I hold a PhD in Management from Toronto Metropolitan University, and my research has been published in leading peer-reviewed journals such as Journal of Retailing, Computers in Human Behavior, International Journal of Consumer Studies, and more. My scholarly contributions include systematic literature reviews, meta-analyses, and empirical studies that inform both academia and business practice. I have examined topics such as AI adoption in banking, psychographic segmentation in retail and banking, digital fashion communication, and consumer perceptions of generative AI bots. I engage actively with public audiences and industry partners. My work has been featured in outlets including National Post, Retail Insider, and Yahoo News Canada, and I’ve appeared on BBC, CBC News, Al-Jazeera, and CTV, sharing research insights with broader audiences. I bring practical experience from leadership roles in sales, market research, corporate planning, and training across retail and financial services, including positions with Walmart, CIBC, and Fairstone Bank. I support organizations, teams, and individuals with: Market Research: Survey design, data collection, analysis, and reporting that inform decisions in evidence. Data Analysis: Quantitative and qualitative techniques that clarify patterns and support strategy. Training & Workshops: Interactive sessions in areas such as sales effectiveness and practical AI adoption for workforces, grounded in evidence and practice. Research Strategy & Methodology: Guidance on project frameworks, method selection, and thoughtful integration of AI tools for research. Scholar Profile: https://scholar.google.ca/citations?user=xmAYKjMAAAAJ&hl=en Website: www.omarfares.com Media: https://theconversation.com/profiles/omar-h-fares-xxxxxxx/articles

専門分野

• ★ Survey Design & Methodology
• ★ Qualitative Market Research
• ★ Quantitative Market Research
• ☆ Research Methodology
• ☆ Meta-Research
• ☆ Literature Search
• ☆ Instructional Webinars
• ☆ Skills Training
• ☆ Literature Review
• ☆ Traditional/Narrative Literature Review
• ☆ Systematic Literature Review
• ☆ Business Statistics
• ☆ Business Education

サービス

• Writing
• Research
• Consulting
• Data & AI

Writing Technical Writing, Newswriting

Research Market Research, User Research, Meta-Research, Fact Checking, Scientific and Technical Research, Systematic Literature Review, Secondary Data Collection

Consulting Business Strategy Consulting, Digital Strategy Consulting, Scientific and Technical Consulting

Data & AI Predictive Modeling, Statistical Analysis, Text Mining & Analytics, Data Cleaning, Data Processing, Data Insights

職務経験

Assistant Professor

University of New Brunswick

7月 2025 - 現在

Lecturer of Marketing

Wilfrid Laurier University

2024 - 2025

Lecturer

Toronto Metropolitan University Ted Rogers School of Management

8月 2022 - 2024

Advisory, Training, Strategy, Sales Enablement

Industry Expertise (Walmart Canada, CIBC, Fairstone)

1月 2017 - 5月 2021

学歴

PhD (Ted Rogers School of Management)

Toronto Metropolitan University

- 2025

Masters of Science in Management (MScM) (Ted Rogers School of Management)

Toronto Metropolitan University Ted Rogers School of Management

- 2022

認定資格

• Teaching Adult Learners Online (TALO)

  The G. Raymond Chang School of Continuing Education at Toronto Metropolitan University

  7月 2023 - 現在

出版物

JOURNAL ARTICLE

Omar H. Fares, Shelley Haines, Seung Hwan (Mark) Lee, Ali Azmy, Myuri Mohan, Selena Le (2025). Retail Metaverse acceptance: A meta-analysis with Hofstede’s cultural moderation . Journal of Retailing.

Fares, O.H. (2025), "“That is scary!”: consumer perceptions and discourses on ChatGPT", Qualitative Market Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/QMR-07-2024-0122 .

Omar H. Fares, Joseph M. Aversa, Tony Hernandez (2025). The Evolution of Retail Location Decision-Making in Canada . The Professional Geographer.

Omar H. Fares, Joseph Aversa, Seung Hwan Lee (2024). The digital divide: psychographic segmentation in the Canadian banking context . Journal of Marketing Analytics.

Omar H. Fares, Joseph Aversa, Seung Hwan Lee, Jenna Jacobson (2024). Virtual reality: A review and a new framework for integrated adoption . International Journal of Consumer Studies.

Omar H. Fares, Irfan Butt, Seung Hwan Mark Lee (2023). Utilization of artificial intelligence in the banking sector: a systematic literature review . Journal of Financial Services Marketing.

Omar H. Fares, Shelley Haines, Myuri Mohan, Seung Hwan (Mark) Lee (2023). Social media fashion influencer eWOM communications: understanding the trajectory of sustainable fashion conversations on YouTube fashion haul videos . Journal of Fashion Marketing and Management: An International Journal.

Haines, S., Fares, O.H., Mohan, M., Lee, S.H.(2023). Social media fashion influencer eWOM communications: understanding the trajectory of sustainable fashion conversations on YouTube fashion haul videos . Journal of Fashion Marketing and Management.

Omar H. Fares, Eunsoo Baek, Shelley Haines, Zhihong Huang, Yuwei Hong, Seung Hwan Mark Lee(2022). Defining digital fashion: Reshaping the field via a systematic review . Computers in Human Behavior. 137. Microsoft.AspNetCore.Mvc.Localization.LocalizedHtmlString 107407. Elsevier {BV}

Essential item purchases during COVID-19: A cluster analysis of psychographic traits <head> <META HTTP-EQUIV="Refresh" CONTENT="0;URL=/servlet/useragent"> </head> . Journal of Global Scholars of Marketing Science.

Baek, E., Haines, S., Fares, O.H., Huang, Z., Hong, Y., Lee, S.H.M.(2022). Defining digital fashion: Reshaping the field via a systematic review . Computers in Human Behavior. 137.

Ng, P., Quach, X., Fares, O.H., Mohan, M., Lee, S.H.(2022). Essential item purchases during COVID-19: A cluster analysis of psychographic traits . Journal of Global Scholars of Marketing Science: Bridging Asia and the World. 32. (4). Microsoft.AspNetCore.Mvc.Localization.LocalizedHtmlString 579-600.

Fares, O.H., Butt, I., Lee, S.H.M.(2022). Utilization of artificial intelligence in the banking sector: a systematic literature review . Journal of Financial Services Marketing.

PREPRINT

Omar fares (2024). Digital Revolution in Modern Banking: Systematic Literature Review and Cluster Analysis .

Omar fares (2024). Digital Revolution in Modern Banking: Systematic Literature Review and Cluster Analysis .

BOOK CHAPTER

Omar H. Fares, Queenie Zhu, Seung Hwan (Mark) Lee, Joseph Aversa (2024). Consumers' Drivers of Generative Pre-Trained Transformer (GPT) Conversational Bot Adoption .