Personal profile

Chinese Name



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.

Research Interests

Consumer Behavior; Digital Marketing; Marketing Communication Strategy; Sales Marketing; Services Marketing; Customer-Employee Interaction

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 9 - Industry, Innovation, and Infrastructure


Dive into the research topics where Shirley Xueni LI is active. Topic labels come from the works of this scholar.
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Collaborations and top research areas from the last five years

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