Omar H. Fares

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Omar H. Fares is an Assistant Professor in the Faculty of Business at the University of New Brunswick. Omar earned his Bachelor of Commerce, Master of Science in Management, and 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).

Personal Webpage: www.omarfares.com

Experience

  • 2025–present
    Assistant Professor, University of New Brunswick
  • 2024–2025
    Lecturer of Marketing, Wilfrid Laurier University
  • 2022–2024
    Lecturer in the Ted Rogers School of Management, Toronto Metropolitan University
  • 2020–2021
    Advisory (Different Roles), CIBC
  • 2018–2020
    Regional Support (Financial services), Fairstone Bank (Previously Duo Bank)
  • 2017–2018
    Advisory (Different Roles), CIBC
  • 2015–2016
    Retail Leadership experience, Walmart Canada

Education

  •  
    Toronto Metropolitan University, BComm, Marketing
  •  
    Toronto Metropolitan University, MScM, Retail Management
  • 2025 
    Toronto Metropolitan University, Phd, Management

Publications

  • 2025
    That is scary!”: consumer perceptions and discourses on ChatGPT, Qualitative Market Research: An International Journal
  • 2025
    The Evolution of Retail Location Decision-Making in Canada, The Professional Geographer
  • 2024
    Virtual reality: A review and a new framework for integrated adoption, International Journal of Consumer Studies
  • 2024
    Consumers' Drivers of Generative Pre-Trained Transformer (GPT) Conversational Bot Adoption, IGI Global: Revolutionizing the Service Industry With OpenAI Models
  • 2024
    The digital divide: psychographic segmentation in the Canadian banking context, Journal of Marketing Analytics
  • 2024
    Remote Work Integrated Learning (RWIL) Field Placement in Retail Management, Journal of Higher Education Theory and Practice
  • 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
  • 2023
    Utilization of artificial intelligence in the banking sector: a systematic literature review , Journal of Financial Services Marketing
  • 2023
    Blockchain in the Food Industry: Integrating Machine Learning in a Systematic Literature Review, Journal of International Technology and Information Management
  • 2022
    Essential item purchases during COVID-19: A cluster analysis of psychographic traits, Journal of Global Scholars of Marketing Science
  • 2022
    Defining digital fashion: Reshaping the field via a systematic review, Computers in Human Behavior

Contact Omar for

  • General
  • Media request
  • Speaking request
  • Consulting / Advising
  • Research collaboration
  • Research supervision