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Journal Articles

  1. Kononova, A., Huddleston, P., Moldagaliyeva, M., Lee, H., & Alhabash, S. (2024). Influence of Cultural Values and Hierarchical Social Norms on Buying Counterfeits Online: A 17-Country Study. Frontiers in Psychology, 15, 1394660. https://doi:10.3389/fpsyg.2024.1394660   

  2. Kim, M., Lee, H., Kim, S., & Choi, L. (2024). The role of attachment to K-celebrity from a destination marketing perspective. Consumer Behavior in Tourism and Hospitality, 19(2), 221-236. https://doi.org/10.1108/CBTH-08-2023-0109

  3. Lee, H., & Alhabash, S. (2025). The role of social media influencers in nation branding and relationship building with foreign audiences. Public Relations Review, 51 (2), 102570. https://doi.org/10.1016/j.pubrev.2025.102570 

  4. Zhang, L., Lee, H., & Yin, X. (accepted). The star-fan relations in celebrities advocating social responsibility through Reality shows: A Case Study of Running Man China. 

  5. Kim, M., Lee, H., Lim, J. & Knutson, B. (R&R). Antecedents of Pop-Culture Tourists’ Behavior: From Social Influence Theory Perspective and Generational Cohort Moderation. ​

  6. Lee, E., Kim, M., Lee, J., & Lee, H. (Under review). Assessing Indoor Environmental Quality in the Hotel Industry: An Application of Importance-Performance Analysis. 

  7. Lee, H., Alhabash, S., Moldagaliyeva, M., Huddleston, P., & Kononova, A. (in progress). Understanding global consumer counterfeit purchase behavior through the lens of protection motivation theory. 

  8. Moldgaliyeva, M. Kononova, A., Alhabash, S., Huddleston, P., & Lee, H. (in progress). Attitudes, Norms, or Behavioral Control? Predicting Global Consumer Counterfeit Purchasing: a 17-country study. 

Book Chapters

  1. Lee, H., & Zheng, Q. (2023). Nation Branding, Public Diplomacy, and Global Advertising and Public Relations. In A. Kononova, T. Mastin, & S. McFarlane-Alvarez (Eds.), Different Together: Diversity, Equity, Inclusion, and Belonging in Advertising and Public Relations. Kendall Hunt. https://he.kendallhunt.com/product/different-together-diversity-equity-inclusion-and-belonging-advertising-and-public

  2. Zheng, Q., & Lee, H. (2023). “Beside the Golden Door” Immigrants and Immigration-Related Debates in Advertising and Public Relations. In A. Kononova, T. Mastin, & S. McFarlane-Alvarez (Eds.), Different Together: Diversity, Equity, Inclusion, and Belonging in Advertising and Public Relations. Kendall Hunt. https://he.kendallhunt.com/product/different-together-diversity-equity-inclusion-and-belonging-advertising-and-public

Book

Lim, Y., & Lee, H. (2019). 중국은 왕홍으로 통한다 [Wang Hong: Introduction of Chinese Online Marketing and Influencer’s Strategic Communication]. Book Star. ISBN: 979-11-88768-19-6 (Co-author)   

  • 2019 Best Selling Business/Marketing Book by Kyobo Book Centre

  • Selected as a 2020 Sejong Book by Korean Ministry of Culture, Sports, and Tourism 

White Paper

  1. Alhabash, S., Kononova, A., Huddleston, P. Moldagaliyeva, M., & Lee, H. (2023). Global Anti-Counterfeiting Consumer Survey 2022: A 17 Country Study. East Lansing, MI: Center for Anti-Counterfeiting and Product Protection, Michigan State University. https://a-capp-center.mybigcommerce.com/global-anti-counterfeiting-consumer-survey/  

    • Shared at the National Intellectual Property Rights Coordination Center

    • Heralded by the Under Secretary of Commerce for Intellectual Property & Director of the United States Patent and Trademark Office

    • Highlighted in "IMPACT X Nightline" Episode - The Shadow World of Counterfeit Purses

Conference Presentations

23. Bezbaruah, S., Anafina, D., Moldagaliyeva, M., Lee, H., Iddrisu, N., Kononova, A., Huddleston, P., and Alhabash, S. (2025) “Ad  Exposure and Purchase of Substandard, Falsified, and Counterfeit Prescription Medications: An Eight‐Country Study.” To be presented at the Association for Education in Journalism and Mass Communication Conference, San Francisco, CA. August 7‐10, 2025.

22. Lee, H., Moldagaliyeva, M., Anafina, D., Bezbaruah, S., Huddleston, P., Alhabash, S., Kononova A. (2025). Fighting Fakes: How Protection Motivation Shape Anti-Counterfeit Campaign Messages. Paper will be presented at the 2025 AMA Summer Academic Conference, Chicago, Illinois, August 22-24, 2025. (Presenter)

21. Huddleston, P., Kononova, A., Alhabash, S., Moldagaliyeva, M., Lee, H., Liu, Z. (2024). Counterfeit threat by retail channel: a global study. Abstract will be presented at the 31th Recent Advances in Retailing and Consumer Services conference (RARCS), Zagreb, Croatia, July 7-10, 2025

20. Bezbaruah, S., Lee, H., Moldagaliyeva, M., Iddrisu, N., Anafina, D., Liu, Z., Almanov, Y., Mundel, J., Huddleston, P., Alhabash, S., & Kononova, A. (2025, June). The Role of Health Literacy in Risk Perceptions and Protective Behaviors related to Buying Medications Online: An Eight-Country Study. Paper will be presented at 75th ICA Conference, Denver, Colorado (Presenter)

19. Kononova, A., Mundel, J., Lee, H., Moldagaliyeva, M., Liu, Z., Almanov, Y., Iddrisu, N., Huddleston, P., & Alhabash, S. (2025, May). Anti-counterfeiting efforts leading to psychological reactance: Effectiveness of anti-counterfeiting awareness-raising messages. Paper will be presented at the D.C. Conference on Health Communication, Herndon, Virginia.

18. Lee, H. (2025, January). Does the nationality of an influencer matter in international tourism marketing? Paper presented at the 30th Annual Graduate Education and Graduate Student Research Conference in Hospitality & Tourism, Houston, Texas. (Presenter)

17. Lee, H. Lim, J. & Kim, M. (2024, November). Antecedents of Pop-Culture Tourists’ Behavior: From Social Influence Theory Perspective and Generational Cohort Moderation. Paper presented at the 2024 CentralCHRIE Virtual Conference. (Presenter)

16. Kononova, A., Moldagaliyeva, M., Anafina D., Lee, H., Alhabash, S., Huddleston, P., Tran, P. & Baker, L. (2024, August). (You Should) Say No to Fakes! Analysis of Public Service Anti-Counterfeit Campaigns to Build Theory-Informed Consumer Protection Strategies. Poster presented at the AEJMC Annual Conference Philadelphia, Pennsylvania (Presenter)

15. Kononova, A. Huddleston, P., Moldagaliyeva, M., Lee, H. & Alhabash, S. (2024, June) Buying fakes: Country’s cultural orientation shapes the relationship between consumers’ perceived social norms and counterfeit purchase behavior. Paper presented at 22nd ICORIA Conference, Thessaloniki, Greece

14. Lee, H. & Alhabash, S. (2024, June). Social Media Influencers’ Tourism Marketing as a Public Diplomacy Effort: The Effect of Influencer’s National Identity. Paper presented at 74th ICA Conference, Gold Coast, Australia (Presenter)

13. Moldagaliyeva, M., Alhabash, S., Huddleston, P., Kononova, A. & Lee, H. (2024, May). Applying the Theory of Planned Behavior to Study Counterfeit Consumers in the Digital Age: A 17-Country Study. Paper presented at the Association of Marketing Science Annual Conference, Coral Gables, Florida

12. Kononova, A., Alhabash, S., Huddleston, P., Moldagaliyeva, M. & Lee, H. (2024, April). Profiling consumers of substandard and falsified medications purchased on social media and e-retail platforms: a 17-country survey. Paper presented at Kentucky Conference on Health Communication, Lexington, Kentucky

11. Alhabash, S., Huddleston, P., Moldagaliyeva, M., Lee, H. & Kononova, A. (2024, March). What Motivates Consumers to Buy Counterfeits Online: A 17-Country Study. Paper presented at the Annual Conference of the American Academy of Advertising, Portland, Oregon

10. Kim, M., Lee, H., Kim, S., Choi, L. & Lim, J. (2023, July). Why does K-culture matter?” From Cultural Capital Perspective. Paper presented at the 2023 International Council on Hotel, Restaurant, and Institutional Education Annual Conference, Phoenix, Arizona (Presenter)

9. Lee, H. (2023, May). Social media influencers’ strategic communication for nation branding. Paper presented at 73rd International Communication Association Conference, Toronto, Canada (Presenter)

8. Lee, H. & Alhabash, S. (2023, April). Defense Mechanism of Social Media Influencers Experiencing Digital Aggression. Poster presented at the 95th Annual Meeting of the Midwestern Psychological Association, Chicago, Illinois (Presenter)

7. Alhabash, S., Huddleston, P., Kononova, A., Moldagaliyeva, M., Lee, H. & Kammel, K. (2023, April). Using Psychological Factors to Identify Global Counterfeit Supranational Segments. Paper presented at the 95th Annual Meeting of the Midwestern Psychological Association, Chicago, Illinois (Presenter)

6. Kim, M., Lee, H., Lim, S.J. & Shim, Y. (2022, October). Impact of Celebrity Attachment on Consumers’ Perceptions and Behaviors. Paper presented at International Conference of Asian Marketing Associations Annual Conference, Jeju, South Korea (Presenter)

5. Kim, M., Lee, H., Choi, L. & Kim, S., (2022, October). Exploring the Effect of K-celebrity Attachment on Consumer’s Perceptions and Behaviors: The Moderating Role of Generation from a Parasocial Relationship Theory. Poster presented at International Conference of Asian Marketing Associations Annual Conference, Jeju, South Korea (Presenter)

4. Lee, H. (2022, August). Social media influencers’ strategic communication for public diplomacy. Paper presented at the AEJMC Annual Conference, Detroit, Michigan (Presenter)

3. Lee, H. (2022, May). Coverage of the Inter-Korean Summit: A comparative study of the US, Chinese, South Korean and North Korean news agencies. Paper presented at 72nd International Communication Associations Conference, Paris, France (Presenter)

2. Lee, H. (2019, November). The effectiveness of celebrity influence on fans’ cognition, attitude, and behavior of social responsibility. Paper presented at Tsinghua Academic Conference hosted by Tsinghua Korean Graduate Student Association, and National Research Foundation of Korea, Beijing, China (Presenter)

1. Zhang, L., Lee, H., & Ying, X. (2019, May). Engaging celebrities in TV variety shows to promote social good: The case of <Keep Running> in China. Paper presented at Film and TV Big Data Research Conference hosted by Beijing Film Academy, Beijing, China (Presenter)

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