Li Shaobo

Dr. Shaobo (Kevin) Li is a Tenured Associate Professor at the School of Business, Southern University of Science and Technology (SUSTech), with secondary appointment in the Department of Information Systems & Management Engineering. He holds a PhD in Business Administration from Nanyang Technological University (2019), Master of Business Administration (University of Virginia, 2014), Master of Finance (West Virginia University, 2012), and Bachelor of Business Administration (Lanzhou University, 2011).

• National High-Level Youth Talent Program awardee
• Overseas High-Caliber Personnel in Shenzhen City
• Recipient of 2018 China Scholarship Council’s Excellent Self-Funded Student Scholarship

His research focuses on the intersection of digital economy, social welfare, and technology-driven marketing, employing experimental methods, empirical models, and neuroscience. He serves as Associate Editor for the Journal of Business Research and has published in top UTD-24 journals including Journal of Consumer Research, Information Systems Research, and Production and Operations Management. His work examines platform economics, brand management during crises, and consumer behavior related to AI, sustainability, and health decisions.

He has led 10+ research projects (National Natural Science Foundation, Ministry of Science and Technology 2030 Program) and received multiple research awards, including Academy of Marketing Science Best Doctoral Dissertation Proposal Award (2019) and Best Paper Awards at China Marketing Science (2020,2024), China Marketing International Conference (2023), and CMAU Annual Conference (2023,2024). Teaching accolades include SUSTech’s Premier Teaching Award, Top 10 Most Popular Professor among undergraduates, and Nanyang Business School’s Best Graduate Teaching Award (2017).

• Teaches Financial Marketing (undergraduate)
• Teaches Frontiers of Management & Research Methods (PhD)
• Actively recruiting research assistants, postdocs, and joint PhD candidates with Hong Kong Polytechnic University