Cong Li

You are here

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 Media Psychology, 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.
Recently, he has written a book entitled "Effective Advertising Strategies for Your Business" ( The book outlines three fundamental strategies of advertising: standardized, targeted, and individualized. It describes each strategy in detail and lay out their pros and cons. 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."