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Dr. Xueni (Shirley) Li is assistant professor of marketing at the Business School of Hong Kong Baptist University. Dr. Li received her Ph.D. major in marketing from Hong Kong Polytechnic University and her Master of Philosophy major in Electronic Business from Zhongnan University of Economics and Law, China. She also holds two bachelor's degrees from Zhongnan University of Economics and Law, China (majored in Electronic Business) and Central China Normal University (majored in English Language and Literature). Dr. Li's research interests include services marketing, internet marketing, marketing communication, sales marketing, and language use in marketing. Dr. Li's research findings were published in top-tier marketing journals such as the Journal of Consumer Research.
Consumer Behavior; Digital Marketing; Marketing Communication Strategy; Sales Marketing; Services Marketing; Customer-Employee Interaction
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Fan, L., LI, S. X. & Jiang, Y., 1 Jun 2019, In: Journal of Consumer Research. 46, 1, p. 82-98 17 p.
Research output: Contribution to journal › Article › peer-review7 Citations (Scopus)
Service with emoticons: How customers interpret employee use of emoticons in online service encountersLI, S. X., CHAN, W. K. & Kim, S., 1 Feb 2019, In: Journal of Consumer Research. 45, 5, p. 973-987 15 p.
Research output: Contribution to journal › Article › peer-review48 Citations (Scopus)