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Omar H. Fares is a lecturer in Marketing at the Lazaridis School of Business and Economics. Omar earned his Bachelor of Commerce and Master of Science in Management and is currently finishing his PhD in Management from Toronto Metropolitan University. Omar's main research interest is in the consumer behaviour area, particularly focusing on consumers' interaction with novel digital innovations and the impact of digital innovations on retailers and consumers. Omar published his research in different impactful journals, such as Computers in Human Behavior, the International Journal of Consumer Studies, the Journal of Financial Services Marketing, and more.
Omar maintains a strong commitment to public engagement and knowledge dissemination. He actively contributes to different media avenues, with works featured in prominent media outlets such as the National Post, Retail Insider, Yahoo News Canada, and many more. He has also made frequent appearances on radio and television channels, including the BBC World Service, CBC News, and CTV, reaching a wide range of audiences globally.
Omar's professional background combines expertise in sales, market research and planning, corporate strategizing, and leadership and training in the banking and retail sectors. Omar worked for different leading institutions, such as Walmart, CIBC, and Fairstone Bank (formerly Duo Bank).
Omar's main research interest is in the consumer behaviour area, particularly focusing on consumers' interaction with novel digital innovations (such as generative AI and the Metaverse) and the impact of digital innovations on retailers and consumers. Omar published his research in different impactful journals, such as Computers in Human Behavior, the International Journal of Consumer Studies, the Journal of Financial Services Marketing, and more.
Fares, O. H., Aversa, J., Lee, S. H., & Jacobson, J. (2024). Virtual reality: A review and a new framework for integrated adoption. International Journal of Consumer Studies, 48(2), e13040.
Fares, O. H., Butt, I., & Lee, S. H. M. (2023). Utilization of artificial intelligence in the banking sector: A systematic literature review. Journal of Financial Services Marketing, 28(4), 835-852.
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, 107407.
Fares, O. H., Aversa, J., & Lee, S. H. (2024). The digital divide: psychographic segmentation in the Canadian banking context. Journal of Marketing Analytics, 1-16.
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: An International Journal, 27(6), 1027-1046.
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, 32(4), 579-600.
Gómez, J. M., Fares, O. H., Mohan, M., & Lee, S. H. (2023). Blockchain in the Food Industry: Integrating Machine Learning in a Systematic Literature Review. Journal of International Technology and Information Management, 32(1), 32-58.
Fares, O. H., Zhu, Q., Lee, S. H. M., & Aversa, J. (2024). Consumers' Drivers of Generative Pre-Trained Transformer (GPT) Conversational Bot Adoption. In Revolutionizing the Service Industry With OpenAI Models (pp. 114-145). IGI Global.
Contact Info:
Office location: LH2024
Office hours:
By appointment.
Languages spoken: English, Arabic
Personal website: omarfares.com