Xinwei Li

Xinwei Li is a Lecturer in Operations Management at the Norwich Business School, University of East Anglia. His research focuses on social media analytics, corporate social irresponsibility, fake news, and supply chain management. He holds a position in the Innovation, Technology and Operations Management department, emphasizing interdisciplinary approaches to business challenges.

His work bridges social media data utilization with operational decision-making, exploring topics like corporate trust crises, greenwashing, and brand management through empirical studies. Key methodologies include eye-tracking analysis, experimental vignettes, and crisis impact assessments.

Recent research highlights include analyzing customer concerns during the pandemic, the impact of corporate relocation on brand trust, and the role of IT capability in fostering sustainable innovation. His studies often integrate behavioral and technological perspectives, contributing to fields like crisis communication and environmental sustainability.