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Research

OMAR H. FARES

Journal of Fashion Marketing and Management (JFMM)

The Trajectory of Sustainable Fashion Engagement on YouTube:
What’s Next for Retailers?

Shelley Haines, Omar H. Fares, Myuri Mohan, and Seung Hwan (Mark) Lee

Purpose This study aims to examine YouTube comments relevant to sustainable fashion posted on fashion haul videos over the past decade (2011–2021). It is guided by two research questions: (1) How have sustainable fashion-related comments posted on YouTube fashion haul videos changed over time? and (2) What themes are relevant to sustainable fashion in the comments posted on fashion haul videos? Design/methodology/approach A data set of comments from 110 fashion haul videos posted on YouTube was refined to only include comments with keywords related to sustainable fashion. Leximancer, a machine learning technique, was employed to identify concepts within the data and co-occurrences between concepts. Linguistic Inquiry and Word Count software was employed to assess the prevalence of concepts and identify sentiment over time. Findings Over the decade, the authors identified increased comments and conversations relevant to sustainable fashion. For instance, conversations surrounding sustainable fashion were linked to “waste” and “addicted” between 2011 and 2013, which evolved to include “environment” and “clothes” between 2014 and 2016, to “buy” and “workers” between 2017 and 2019 and “sustainable” between 2020 and 2021, demonstrating the changes in conversation topics over time. Practical implications With increasing engagement from YouTube viewers on sustainable fashion, retail-affiliated content that promotes sustainable fashion is proposed as one approach to engage viewers and promote sustainable practices in the fashion industry, whereby content creators can partner with retailers to feature products and educate viewers on the benefits of sustainable fashion. Originality/value The findings suggest that consumers are becoming more aware of and responsive to sustainable fashion. The originality of this research stems from identifying the source of this interest.

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Computers in Human Behavior

Defining digital fashion: Reshaping the field via a systematic review

Eunsoo Baek, Shelley Haines, Omar H. Fares, ZhiHong Huang, Yuwei Huang and Seung Hwan (Mark) Lee

The field of digital fashion is rapidly evolving, yet what constitutes digital fashion, and how it should be defined has not been firmly established. This study aims to conceptualize and define digital fashion and its components (themes). Applying an inductive approach, we initially identified 10 keywords linked to digital fashion via a Twitter analysis. Then, a systematic literature review was conducted (n = 116 articles). Six themes related to digital fashion were identified: design, consumer, virtual, body, printing, and supply. Themes include topics relating to the advancement of digital technologies in the fashion design process, innovation to enhance consumer experiences, and improvements to the value chain. Inspired by the six themes, we define digital fashion as “the virtual creation, production, and representation of one's identity via computer-generated design.” An overview of each theme and its contribution to the field of digital fashion is discussed. Future research developments to extend this domain are considered.

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Journal of Financial Services Marketing (JFSM)

Utilization of artificial intelligence in the banking sector: a systematic literature review

Omar H. Fares, Irfan Butt, and Seung Hwan (Mark) Lee (2022)

This study provides a holistic and systematic review of the literature on the utilization of artificial intelligence (AI) in the banking sector since 2005. In this study, the authors examined 44 articles through a systematic literature review approach and conducted a thematic and content analysis on them. This review identifies research themes demonstrating the utilization of AI in banking, develops and classifies sub-themes of past research, and uses thematic findings coupled with prior research to propose an AI banking service framework that bridges the gap between academic research and industry knowledge. The findings demonstrate how the literature on AI and banking extends to three key areas of research: Strategy, Process, and Customer. These findings may benefit marketers and decision-makers in the banking sector to formulate strategic decisions regarding the utilization and optimization of value from AI technologies in the banking sector. This study also provides opportunities for future research.

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Journal of Global Scholars of Marketing Science, 1-22

Essential item purchases during COVID-19: A cluster analysis of psychographic traits

Ng, P., Quach, X., Fares, O. H., Mohan, M., & Lee, S. H. (2022).

This research seeks to profile consumer segments formed during the COVID-19 pandemic via a set of psychographic consumption traits: Narcissism, Psychological Entitlement, Status Consumption, Fear of Embarrassment, and Fear of Missing Out. Based on a cluster analysis of 281 consumers, the data generated four distinct groups: Egalitarians, Agentic Egoists, Communal Egoists, and Conformists. Further, we compared the segments in their acquisition behavior as it pertains to importance of purchase, quantity of purchase, sharing of purchase, and willingness to pay for essential items. Our results showed that each cluster was associated with a unique set of consumer preferences. For instance, Egalitarians placed less importance on medical items. Conformists placed greater importance on acquiring disposable masks than others. Communal Egoists were interested in food-related items such as bottled waters and snacks. Agentic Egoists reported that they would spend more money on cold/cough medicines than Egalitarians and Conformists. Overall, our findings provide key insights and recommendations to retail managers. Some limitations include our sampling approach (i.e. US consumers) and determining clusters based on select psychographic traits. We acknowledge that there are other characteristics that can differentially influence consumers’ acquisition behavior during the pandemic.

Work Under Review For Publication

International Journal of Consumer Studies

Virtual Reality Integrated Adoption Framework: Systematic Review and Meta-Analysis

Omar H. Fares, Joseph Aversa, Seung Hwan (Mark) Lee and Jenna Jacobson

Journal of Global Scholars of Marketing Science

Who are retail banks leaving behind? Segmenting Canadian consumers via psychographic traits to highlight the characteristics of at-risk populations.

Omar H. Fares, Joseph Aversa, Seung Hwan (Mark) Lee

International Journal of Business Analytics (IJBA)

Blockchain in the Food Industry: Integrating Machine Learning in a Systematic Literature Review

Juan Marcelo Gómez, Omar H. Fares, Seung Hwan (Mark) Lee and Myuri Mohan

Journal of Retailing

The Future of Retailing: A Mixed-Method Approach to Examining Customers’ Perceptions towards the Metaverse

Omar H. Fares, Ali Azmy, Shelly Haines, Seung Hwan (Mark) Lee, Myuri Mohan, and Selena Le

Work in-progress

Status: Work in Progress

A unified digital banking adoption framework: Systematic review and meta analysis

Omar H. Fares, Seung Hwan (Mark) Lee, and Joseph Aversa

Status: Work in Progress

rivers of Real Estate Investment Trusts Performance: Systematic Review and Meta -analysis

Sedat Ogeturk, Tony Hernandez, and Omar H. Fares

Status: Work in Progress

Drivers of in-person mall shopping: Systematic review and meta-analysis

Christopher Daniel, Tony Hernandez, and Omar H. Fares

Conferences

Accepted at the American Collegiate of Retailing Association-ACRA, Virtual

Blockchain EV Payment Systems: A Systematic Literature Review in Retail Energy Trading

Juan Marcelo Gómez, Quennie Zhu, Omar H. Fares

Accepted at the American Collegiate of Retailing Association-ACRA, New Orleans, USA 

Let’s Eat In, Not Out: A Psychographic Segmentation on the Behaviours Observed in Mobile Food Ordering App (MFOA) Tipping Culture

Myuri Mohan, Seung Hwan Mark Lee, Omar H. Fares

Accepted at the Administrative Science Association of Canada-ASAC, Halifax, Canada

Consumers’ involvement with the Metaverse

Omar H. Fares, Seung Hwan (Mark) Lee, and Myuri Mohan

Accepted at the Administrative Science Association of Canada-ASAC, Halifax, Canada

Students Experiences from Work Integrated Learning (WIL) Field Placement in Retail Management - Leading Retail Organizations

Juan Marcelo Gómez, Omar H. Fares

Presented at the Korea Distribution Association, Seoul, South Korea. *Best paper award*

What is digital fashion? Defining Digital Fashion via Systematic Literature Review

Eunsoo Baek, Omar H. Fares, Shelley Haines, ZhiHong Huang, Yvette Hong, and Seung Hwan (Mark) Lee. (April 2022)

Accepted at the American Collegiate of Retailing Association-ACRA, New Orleans, USA

Systematic Literature Review of Slow Fashion: Looking Back to Look Forward

Nayeema Ahmed, Seung Hwan (Mark) Lee, Irfan Butt and Omar H. Fares (2022)

Accepted at the American Collegiate of Retailing Association-ACRA, New Orleans, USA  

Psychographic Segmentation of Retail Banking Customers: A Cluster Analysis

Omar H. Fares and Seung Hwan Mark Lee (2022)

Accepted at the American Collegiate of Retailing Association-ACRA, New Orleans, USA        

Retail Student Perceptions of Benefit and Challenges of Peer E-Mentoring Programs

Frances Gunn, Tony Hernandez, Omar H. Fares and Janice Rudkowski (2022)

Accepted at the American Collegiate of Retailing Association-ACRA, New Orleans, USA 

Shopify Store Hacker Challenge: Using International Charrettes in Retail Education

Frances Gunn, Janice Rudkowski, Tony Hernandez, Omar H. Fares, Therese Kirrane, Leah Dagg and Valerie van Acquoij (2022)

Accepted at the American Collegiate of Retailing Association-ACRA, New Orleans, USA 

Segmenting Consumers in the Cosmetics Industry: A View on Racial Inclusivity

Myuri Mohan, Seung Hwan Mark Lee, and Omar H. Fares

Accepted at the American Collegiate of Retailing Association-ACRA, New Orleans, USA

*Best Track paper: Digitalization in Retailing and New Retailing

Blockchain in the Food Industry: Integrating Machine Learning in a Systematic Literature Review

Juan Marcelo Gómez, Omar H. Fares, Seung Hwan Mark Lee and Myuri Mohan (2022)

Presented at American Collegiate of Retailing Association-ACRA, Virtual conference

The Panic Buying Surge of Essential Items during the COVID-19 Pandemic: A Segmentation Analysis

Xuan Quach, Pearlyn Ng, Omar H. Fares and Seung Hwan Mark Lee (2021)

Invited Presentations

Getting started with Meta analysis

Toronto Metropolitan University, Masters of Science in Management, Research Methods I, Ted Rogers School of Management, Toronto, Ontario, 2022.

Outsourcing of client financial services in a large retail/distribution firm

Humber College, Supply Chain Postgraduate program, International Graduate School, Toronto, Ontario, 2022.

Utilization of Artificial Intelligence in the Banking Sector: A Systematic Literature Review

Toronto Metropolitan University, Marketing Department Research Brown Bag, Ted Rogers School of Management, Toronto, Ontario, 2022.

Psychographic Segmentation of Retail Banking Customers: A Cluster Analysis

Toronto Metropolitan University, Retail Department Research Brown Bag, Ted Rogers School of Management, Toronto, Ontario, 2022.

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