Dr. Li is an associate professor in strategic communication. He teaches advertising, communication, and marketing courses at both the undergraduate and graduate level. His primary research interests include computer-mediated communication, social media, and cultural psychology. He has published in a number of scholarly journals inside and outside the communication discipline, including Human Communication Research, Media Psychology, Communication Research, Computers in Human Behavior, Internet Research, CyberPsychology & Behavior, International Journal of Advertising, Journal of Consumer Behaviour, Mass Communication and Society, Hispanic Journal of Behavioral Sciences, and others. He also has won the top paper award at national advertising and communication conferences several times.
He has written two books. One is titled Measuring the Impact of Social Media on Business Profit and Success: A Fortune 500 Perspective (co-authored with Dr. Don Stacks). It examines how Fortune 500 companies’ activities on social media affect their business performances based on a five-year longitudinal study. The other book is titled Effective Advertising Strategies for Your Business. It outlines three fundamental strategies of advertising: standardized, targeted, and individualized. A company’s decision of adopting which strategy needs to be based on a scrutiny of its business’ proposition and consumers’ expectations.
Dr. Li received his Ph.D. in mass communication from the University of North Carolina at Chapel Hill. He also holds a master's degree in mass communication from Kansas State University and an M.B.A. in international business from the University of Miami. Before attending graduate school, he worked as a radio reporter in China for over four years. His reports won several local and national awards.