Omar Fares

Lecturer Toronto Metropolitan University

Omar Fares is a Lecturer at Toronto Metropolitan University. He previously held the position of Professor at St. Lawrence College and is currently an Editorial Review Board Member for the research journal Marketing Education Review. Additionally, Omar serves as a Lecturer at the Ted Rogers School of Retail Management. He obtained his Bachelor of Commerce and Master of Science in Management from Toronto Metropolitan University. Omar's primary research interests lie in the area of consumer behavior, especially concerning consumers' interactions with novel digital innovations and the effects of these innovations on retailers. He has published his findings in several prestigious journals, including Computers in Human Behavior, the Journal of Financial Services Marketing, and the Journal of Global Scholars of Marketing Science. Beyond academia, Omar boasts a diverse professional background encompassing sales, market research, planning, corporate strategizing, and leadership & training in both the banking and retail sectors. He has been associated with leading institutions such as Walmart, CIBC, and Fairstone Bank (formerly known as Duo Bank).

Bachelor of Commerce, Marketing Management. Minor in Entrepreneurship and Innovation
Master of Science in Management (MScM), Retail Management
image-69 Consumer Behaviors
image-2023-10-05T065633.238 Retail Research
image-2023-10-05T065718.934 Retail Tech
image-2023-10-05T065814.766 Digital Innovation

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Recent Posts

Social Media Fashion Influencer Ewom Communications: Understanding the Trajectory of Sustainable Fashion Conversations on Youtube Fashion Haul Videos

Omar Fares - February 25, 2023

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?

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

Omar Fares - August 11, 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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Defining Digital Fashion: Reshaping the Field via a Systematic Review

Omar Fares - August 8, 2022

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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Essential Item Purchases During Covid-19: a Cluster Analysis of Psychographic Traits

Omar Fares - February 7, 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.

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