Ksenia Sergueeva

Ph.D. Student, Marketing (2024 expected)
Department of Marketing, LeBow College of Business
Drexel University, Philadelphia, PA

Master of Science in Management, Retail Management (2017)
Ryerson University, Toronto, ON, Canada

Bachelor of Commerce, Retail Management (2015)
Ryerson University, Toronto, ON, Canada

Bachelor of Science, (Double Major in Zoology & Religion) (2010)
University of Toronto, Toronto, ON, Canada

Working Papers:
“The impact of Voice Control Device Gender,” with Chen Wang.

“Virtual Reality and Tourism Destinations,” with Seung Hwan (Mark) Lee, Maria Kandaurova, Tom Griffin, Frederic Dimanche, Daniel A. Guttentag, and Juleigh Giberson.

“The Success of M-Pesa Adoption,” with Norman Shaw, Taylor Benoit, and Annie Bird.

Selected Works in Progress

“Post-Purchase Regret in Voice Commerce,” with Chen Wang.

“Communication Modality and User-Generated Content,” with Jillian Hmurovic.

JOURNAL PUBLICATIONS
Sergueeva, Ksenia, Shaw, Norman., and Lee, Seung Hwan (Mark) (2020), “Understanding the Barriers and Factors Associated with Consumer Adoption of Wearable Technology Devices in Managing Personal Health.” Canadian Journal of Administrative Science, 37(1), 45-60.
* Recognized as most downloaded journal paper (2020, 2021, 2022)

Shaw, Norman and Sergueeva, Ksenia (2019), “The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value.” International Journal of Information Management, 45, 44-55.
* Recognized as top cited journal paper (2019-2020, 2020-2021, 2021-2022)

Lee, Seung Hwan (Mark), Hoffman, Doug, Chowdhury, Shahin, and Sergueeva, Ksenia (2018). “Guerilla Marketing as Marketing Communication Using Video Documentary to Capture Unconventional Marketing Campaigns.” Marketing Education Review, 1-5.

Lee, Seung Hwan (Mark) and Sergueeva, Ksenia (2017). “Chewing increases consumers’ thought-engagement during retail shopping.” Journal of Retailing and Consumer Services, 35, 127-132.
* Recognized Nationally (Canada) at over 50+ media outlets.

Lee, Seung Hwan (Mark), Sergueeva, Ksenia, Mathew Catangui, and Maria Kandaurova (2017), “Assessing Google Cardboard Virtual Reality as a Content Delivery System in Business Classrooms.” Journal of Education for Business, 1-8.

Lee, Seung Hwan (Mark) and Sergueeva, Ksenia (2017). “Pictures are Worth a Thousand Words: Using Photographic Narrative Inquiry to Identify Retail Atmospherics.” Journal of Advancement of Marketing Education, 25.

Lee, Seung Hwan (Mark), Smith, Donna, and Sergueeva, Ksenia, (2016). “What Do Students Think About Group Work in Business Education? An Investigation into the Benefits, Challenges, And Student-Suggested Solutions.” Journal of Education for Business, 1-7.

Instructor

MKTG322– Advertising and Integrated Marketing Communications – Winter 2023, Summer 2023, Fall 2023, Winter 2024
MKTG201 (Recitation) - Introduction to Marketing Management – Fall 2020, Winter 2021, Fall 2021, Winter 2022, Spring 2022

Teaching Assistant

Graduate courses:
MKTG627 -Digital Marketing - Winter 2020, Winter 2021, Summer 2021, Winter 2022
MTKG654 - Corporate Brand and Reputation Management – Fall 2019

Undergraduate courses:
MKTG201 – Winter 2023, Spring 2023
MKTG357- Global Marketing – Summer 2020
MKTG380 - Seminar in Marketing Strategy - Spring 2020, Spring 2021, Summer 2021, Winter 2022, Spring 2022

Global Engagement Funding Award – Drexel University (2023)
AMA Sheth Foundation Doctoral Consortium Fellow - American Marketing Association (2023)
Teck-Kah Lim Graduate Student Travel Subsidy Award – Drexel University (2022)
PhD Teaching Assistant Award, Department of Marketing, Drexel University (2021)
Dragon Fellowship – Drexel University 2019-Present
Ryerson Graduate Fellowship – Ryerson University 2015
Best Pedagogy Paper Award at the American Collegiate Retailing Association, New Orleans, LA, (2020)
Lee, Seung Hwan (Mark), Katherine Newton, Janice Rudkowsky, Jaqueline Hogue, Ksenia Sergueeva, and Polina Ratnichkina, “Participation in Marketing Classes: Pitfalls and Student-Suggested Solutions”

Best Paper Award in the Tourism & Sports Management Division at the Administrative Sciences Association of Canada, Montreal, Canada (2017) Lee, Seung Hwan (Mark), Ksenia Sergueeva, Maria Kandaurova, Tom Griffin, Frederic Dimanche, Daniel Guttentag, & Juleigh Giberson.

Conference Organization:
Administrative Science Association of Canada (ASAC) - Volunteer Coordinator/Proceedings Coordinator - Toronto, Canada (2018)

Services and Volunteering:
Sessional Chair at 3rd American Marketing Association / American Collegiate Retailing Association (ACRA/AMA) Triennial Conference, Ryerson University, Toronto, Canada (Jun 2018)
AACSB Council Re-Accreditation Audit, Student Representative, Ryerson University, Toronto, Canada (Jan 2017)
Graduate Program Council, Graduate Student Representative, Ryerson University, Toronto, Canada (2015 – 2016)
Quality Council Audit, Graduate Student Representative, Ryerson University, Toronto, Canada (Jan 2016)