Dr Li is an Assistant Professor of marketing at HSUHK. He is an empirical modeler who often collaborates with the industry. His research interests lie mainly in digital marketing, Generative AI, online reviews, travel & tourism, online video advertising, sustainability, and social media. His research has appeared in Management Science and won best marketing paper in Management Science Award. Prior to joining HSUHK, he served as an assistant professor of marketing at Singapore Management University and received Ph.D. in Business Administration (Marketing) from the David Eccles School of Business, the University of Utah.