Bo Li

Dr. Bo Li is an Assistant Professor in the Department of Applied Physiology and Sport Management at Southern Methodist University (SMU), where he has been affiliated since 2021. He previously held faculty positions at Miami University (OH) and St. Ambrose University, and brings extensive industry experience as a former sports journalist covering Olympic Games and FIFA World Cups.

• Ed.D., University of Arkansas

His research focuses on digital media and mass media in sports contexts, particularly branding and consumer behavior dynamics. His scholarly work has been published in leading outlets such as Sport Management Review, Communication & Sport, and International Journal of Sport Marketing and Sponsorship.

Recent publications reveal a strong emphasis on social media impact (Instagram, Twitter/Weibo), cross-cultural audience behavior, and emerging technologies (Web3, blockchain) in sports branding. Articles span topics like Olympic fan motivation differences, ephemeral content strategies, and naturalized athlete reception analysis.

Professional accolades include recognition for the 2021 article Tell Me a Story by the American Academy of Advertising. He serves on the editorial board of Communication & Sport and co-edited two major books on sports administration and pandemic impacts.