Jungwon Lee is an Assistant Professor in the Department of IT Convergence Management at Dongyang University. He received his Ph.D. in Business Administration with a focus on Marketing from Korea University. His research interests include electronic word-of-mouth, corporate social responsibility, national culture, machine learning applications in marketing, and consumer behavior. His work has been published in numerous SSCI indexed journals, including Journal of Business Research, Small Business Economics, Internet Research, and International Marketing Review. His current research interests include human-centered artificial intelligence, information asymmetry, and computational approaches to understanding consumer and organizational behavior.