Angie Lee, Ph.D.

Angie Lee, Ph.D.

  • Assistant Professor
(334) 844-4020
azl0144@auburn.edu
2008 Haley Center
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Dr. Angie Lee is a consumer behavior and digital retailing scholar whose research examines how emerging technologies can be leveraged to improve consumer life and marketplace practices. Guided by a core objective to generate insights that are both socially beneficial and commercially viable, her work bridges two complementary streams: (1) leveraging computer-mediated interactions and social networks to advance prosocial engagement and societal well-being, and (2) identifying effective, innovative digital retailing strategies that strengthen consumer adoption, trust, and sustainable business performance. Her research spans topics such as social media influencers and social cause advocacy, virtual fashion and metaverse experiences, livestreaming commerce, computer-generated virtual influencers, and recommerce (online secondhand commerce). Methodologically, Dr. Lee integrates experimental research design with big data mining and social/semantic network analysis, enabling her to ground causal tests in real-world digital data. Through this rigorous, evidence-based approach, she produces theory-driven insights with clear practical implications for improving consumer well-being, enhancing customer experience, and supporting long-term value for firms and society. In classrooms, Dr. Lee strives to make learning more rewarding, practical, and applicable to lifelong success.

Education

  • Ph.D.Iowa State University2023

  • M.S.Sungshin Women's University2015

  • B.S.Sungshin Women's University2013

Innovation

Selected Publications

Shin, D. C., Lee, A., & Lee, G. (2026). Branded, partnered, or opting out: A comparison of secondhand business models in shaping consumer responses. Journal of Retailing and Consumer Services, 89, 104641. https://doi.org/10.1016/j.jretconser.2025.104641

Lee, A., & Chung, T. -L. (2025). With great power comes great responsibility: The antecedents and outcomes of social media influencers' perceived social responsibility authenticity. Journal of Business Research. 192. 115300. https://doi.org/10.1016/j.jbusres.2025.115300

Lee, A. & Chung, T. -L., & Johnson, O. (2025). Influencing for the greater good: Data mining of social media influencers’ social cause communication. New Media & Society. Advance online publication. https://doi.org/10.1177/14614448251338499

Kim, K., Lee, A., & Ahn, S. -H. (2025). Unveiling the Barriers and Drivers of Virtual Fashion Adoption: Netnographic Insights from Instagram Discourse. Clothing and Textiles Research Journal, 44(1), 57-74. https://doi.org/10.1177/0887302X251336483

Chung, T. -L., Kim, K., & Lee, A. (2025). Social Network Analysis in Fashion Research: A Systematic Literature Review. Clothing and Textile Research Journal, 43(4), 255-272. https://doi.org/10.1177/0887302X251325144

Lee, A., & Fiore, A. M. (2024). Motivation and technology acceptance model (TAM) variables affecting social media usage by market mavens for fashion-related information provision. Journal of Fashion Marketing and Management, 28(2), 254-272. https://doi.org/10.1108/JFMM-05-2022-0108.

Lee, A., & Chung, T. -L. (2023). Transparency in corporate social responsibility communication on social media. International Journal of Retail & Distribution Management, 51(5), 590-610. https://doi.org/10.1108/IJRDM-01-2022-0038

Johnson, O., Seifert, C., & Lee, A. (2021). Shopping without the fuss: The effect of curation type in clothing subscription adoption on cognitive dissonance and consumer responses. International Journal of Retail & Distribution Management, 49(1), 1411-1429. https://doi.org/10.1108/IJRDM-07-2020-0282



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Teaching

CADS 1740 Aesthetics for Fashion

CADS 3800 Consumer Decision Making for Apparel and Fashion Products

CADS 3810 Social Media Management for Apparel

CADS 5510/6510 Digital Retailing for Apparel

CADS 7690 Consumer Theory in Apparel and Interiors

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Selected Honors and Awards

Research Excellence Award, Iowa State University (2023)

DSEF Best Research Paper Award, USASBE (2020)

Professional Advancement Grant, Iowa State University (2019, 2022)

Demaris Pease Family & Consumer Science Fellowship, Iowa State University (2018, 2020)