Sae-Mi Lee

About

Dr. Sae-Mi Lee is an Assistant Professor at Kyungil University in South Korea. Her research interests encompass consumer behavior, relational dynamics in franchise settings, and pro-environmental practices within hospitality and tourism. Recent publications include explorations of trust in virtual influencer marketing and the effectiveness of corporate social responsibility efforts on social media. Additionally, she investigates satisfaction and commitment within non-contractual frameworks and the implications of compassion fade in volunteer tourism.