Projects per year
Personal profile
Chinese Name
Biography
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
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Network
Projects
- 1 Active
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Wiping the Fears from their Eyes: The Impact of Salespeople’s Communication Language on Customers’ Death-Related Consumption
1/10/21 → 31/03/24
Project: Research project
Research Output
- 2 Article
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Room for opportunity: Resource scarcity increases attractiveness of range marketing offers
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-review
17 Citations (Scopus) -
Service with emoticons: How customers interpret employee use of emoticons in online service encounters
LI, 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-review
114 Citations (Scopus)