معرفی
Yiyi Li is an Assistant Professor in the Department of Marketing at the University of Texas at Arlington's College of Business. She previously served as an Assistant Professor at the University of Delaware and was an Instructor at the University of Texas at Dallas. Her research integrates quantitative marketing, applied econometrics, and empirical industrial organization to advance data-driven marketing strategies.
Education:
- Ph.D. in Management Science (Marketing), University of Texas at Dallas, 2017
- B.B.A. in Marketing, Fudan University, 2011
Her research centers on multi-channel advertising effectiveness, social media content strategy (text, image, video analytics), and online reviews. She combines rigorous econometric models with machine learning to analyze large-scale field data, offering actionable insights for firms. Her teaching includes Marketing Analytics, Marketing Research, and Digital Marketing.
Her publications in Journal of Marketing, Journal of Marketing Research, and MIS Quarterly reflect her focus on empirical, data-intensive marketing science. These works explore advertising attribution, visual content engagement, and cross-device consumer behavior, demonstrating strong interdisciplinary reach across marketing, information systems, and econometrics.
Scientific Awards:
- Distinguished Research Publication Award, UTA College of Business (2021)
She advises undergraduate honors students and doctoral candidates, serving on dissertation and comprehensive exam committees. She has contributed to research grants and industry collaborations aimed at developing innovative marketing solutions. Her professional service includes committee roles in the College of Business and program development, as well as active peer review for top journals including Journal of Marketing, Marketing Science, and MIS Quarterly.
Dr. Li is a member of the INFORMS Society for Marketing Science and regularly presents her work at major academic conferences such as the AMA Summer Academic Conference and the ISMS Marketing Science Conference.
