معرفی
Dr. Loic Li is a Lecturer in the Department of Management and Marketing at La Trobe Business School, La Trobe University (Melbourne, Australia). He holds a PhD in Marketing from the University of Auckland, alongside Master of Commerce and Bachelor of Commerce degrees from China University of Geosciences, and a Bachelor of Arts from Huazhong University of Science and Technology. His research focuses on customer and actor engagement dynamics in service ecosystems, particularly leveraging big data to analyze digital platform interactions. Key areas include engagement intensity, valence, and the influence of brand content on customer behavior.
Dr. Li’s work has been published in leading journals such as the Journal of Service Management and Journal of Advertising. His current projects explore the application of social data and big data analytics in marketing strategies. Teaching interests include Digital Marketing Strategy, Brand Management, and Customer Relationship Management.
His research trends emphasize theoretical framework development (e.g., actor engagement classification schemes) and practical applications in crisis communication (e.g., United Breaks Guitars case study). Collaborations span institutions like University of Auckland Business School and University of Otago Business School.
Languages: Fluent in Mandarin (read/write/speak/peer review).