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Yiyi Li

[Yiyi Li]

Assistant Professor, Marketing
Last Updated: January 19, 2021
about me

Research Interests

Research Interests
Quantitative marketing, empirical IO with focus on multi-channel advertising, consumer search and user-generated content

Teaching Interests

Teaching Interests
Marketing Analytics, Marketing Research, Digital Marketing

Biography

Biography

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.

Education

Education

    • 2017 PhD in Marketing
      University of Texas at Dallas, 2017

Appointments

Appointments

    • Sept 2017 to Aug 2019 Assistant Professor of Marketing
      Business Administration, University of Delaware (Newark, DE, United States)
    • Jan 2015 to May 2017 Instructor
      Marketing, University of Texas at Dallas (Richardson, TX, United States)

Publications


      In Process
      • Journal Article
        Visual Content Analysis of Social Media Posts: Effects on Viewer Engagement
        [He, Minghui, Li, Yiyi, Andrews, Rick]. Journal of Interactive Marketing. Revising to Resubmit.

      2020
      • Journal Article
        Is a Picture Worth a Thousand Words? An Empirical Study of Imagery Content and Social Media Engagement
        []. Journal of Marketing Research.

      2019

Presentations

    • March  2019
      Li, Yiyi (Author & Presenter), Tsai, Yi-Lin (Author), Xie, Ying (Author), "Photos and Star Rating in Online Review: The Mere Availability ‘Bias’", Ms., Houston, TX. (March , 2019).
    • June  2018
      Li, Yiyi (Author & Presenter), Tsai, Yi-LinArray (Author), "Modeling Cross-Device Purchase Journey on eCommerce Platforms", Philadelphia, PA. (June , 2018).

Courses

      • MARK 5337-001 MARKETING ANAL AND INFO MGMT
        (Course Id: 100843)
        Spring - Regular Academic Session - 2021 Download Syllabus
      • MARK 4311-002 MARKETING RESEARCH
        (Course Id: 100804)
        Fall - Regular Academic Session - 2020
      • MARK 3321-011 PRINCIPLES OF MARKETING
        (Course Id: 100795)
        Fall - Regular Academic Session - 2020
      • MARK 5337-001 MARKETING ANAL AND INFO MGMT
        (Course Id: 100843)
        Spring - Regular Academic Session - 2020 Download Syllabus
      • MARK 4311-002 MARKETING RESEARCH
        (Course Id: 100804)
        Fall - Regular Academic Session - 2019 Download Syllabus
      • MARK 3321-011 PRINCIPLES OF MARKETING
        (Course Id: 100795 | Mav Course: No)
        Fall - Regular Academic Session - 2019 Download Syllabus

Service to the University

    • Sept 2019 to  Present Committee Member
      MSMR Committee

Service to the Profession

    • June 2020 to  Present
      Reviewer, Ad Hoc Reviewer
      Journal of Marketing Research
      Reviewed 2 papers in 2020.
    • June 2020 to  Present
      Reviewer, Ad Hoc Reviewer
      Journal of the Academy of Marketing Science
      Reviewed 1 paper in June 2020.
    • Nov 2018 to  Present
      Reviewer, Ad Hoc Reviewer
      Information Systems Research
      Reviewed 1 paper in 2018, 2 papers in 2020.