Faculty & Staff Resources

Dr. Yiyi Li’s fields of specialization are quantitative marketing, applied econometrics and empirical industrial organization. Her research seeks to measure and quantify two related issues: 1) the impact of multi-channel advertising on consumer’s search and purchase decision, and 2) the impact of content strategy on social media marketing effectiveness. Her work has been published in MIS Quarterly. Dr. Li received her Ph.D. in management science with a marketing concentration from the University of Texas at Dallas, and B.B.A. from Fudan University. Prior her appointment at UT Arlington, Dr. Li was an assistant professor of marketing at the University of Delaware.