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Name : LI Xiaoling Department : Department of Marketing Title : Associate Professor Degree : Ph.D. Phone : Email :lixiaoling@cqu.edu.cn |
Address
Department of Marketing, School of Economics and Business Administration, Chongqing University
174# Shazhengjie Street, Shapingba District, Chongqing, 400030, P. R. China
Email: lixiaoling@cqu.edu.cn
Positions
09/2017-Present: Associate Professor, School of Economics and Business Administration, Chongqing University
07/2011-08/2017: Lecturer, Zhongnan University of Economics and Law
07/2006-05/2008: Product Manager, Routon Electronic Co., Ltd
Education
2008-2011, Wuhan University, Wuhan, China; PhD in Marketing, Economics and Management School
2003-2006, Wuhan University, Wuhan, China; MA in Marketing, Economics and Management School
2003-2006, Wuhan University of Technology, Wuhan, China; BA in Business Management, Economics and Management School
Research Interests
E-marketing, Platform Governance, Marketing Strategy
Papers
• Fang, Eric, Xiaoling Li*, Minxue Huang, and Robert W. Palmatier (2015), “Direct and Indirect Effects of Buyers and Sellers on Search Advertising Revenues in Business-to-Business Electronic Platforms.” Journal of Marketing Research , 52(3) .
• Ju-Yeon Lee, Eric Fang, Jisu J. Kim, Xiaoling Li *, and Robert W. Palmatier(2018). The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues. Journal of Retailing, 94(3): 247-264.
• Xiaoling Li, Xinjian Li, Rui Wang (2018). An Investigation on Incentive Strategies and Uncertainties in Community Building in Business-to-Business Electronic Markets. Journal of Business to Business Marketing，25(4):261-272.
• Wang, Rui, Xiaoling Li*, Minxue Huang, “Channel Management through Selective Announcement of Reward and Punishment Decisions”, Journal of Business-to-Business Marketing, 2012(4).
• Xiaoling Li, Hui Yan, Xinjian Li, “How Should Search Ads Platform Balance Ads Quality and Quantity: Comparison between Business Search and Community Search Ads”, International Journal of Services, Technology and Management, 2016 (6).
• Xiaoling Li, Qian Tian, Hui Yan, and Xinjian Li, “The Trustworthiness of Reference Group and Cooperative Quality: Implications for Online Crowdsourcing Market”, International Journal of Networking and Virtual Organization, 2015 (2/3).
• Li, Xiaoling, Xingyao Ren, Xu Zheng, “Managerial Tactics for Sellers’ Competition and Performance of the E-commerce Platform: Implication from the Dynamic Analysis of VAR Model”, Nankai Business Review, 2014(5).
• Li, Xiaoling, Xinjian Li, “Research Review of the Running Mechanism of Two-Sided Market”, Journal of Zhongnan University of Economics and Law, 2013(1).
• Li, Xiaoling, Xinjian Li, Rui Wang, “The Research on the Advertisement Strategies of Pay for Performance Platform” , Journal of Zhongda Management Research, 2011(10).
• Li, Xueni, Zhihao Chen, Xiaoling Li, “Incentive strategies in user community of online trading platform- bilateral market uncertainty perspective”, International Journal of Networking and Virtual Organizations, 2013, 12(1).
• Huang, Minxue, Xiaoling Li, Li Pan,“The Role of Sales Force Communication on Salespersons’ Job Outcomes,” Journal of Wuhan University, 2008(10).
• Huang, Minxue, Xiaoling Li, Huawei Zhu,“Investigation into the Phenomenon of Corporate Compulsive Donation: Is the Public Unreasonable or the Corporate Irresponsible?” Management World,2008(10).
• Feng Wang, Yin Zhang, Xiaoling Li and Huawei Zhu. “Why Do Moviegoers Go to the Theater? The Role of Prerelease Media Publicity and Online Word of Mouth in Driving Movie going Behavior”, Journal of Interactive Advertising, 2010 (1).
Grants and Awards
• National Natural Science Foundation of China (71672192): Advertisers’ Keyword Strategy on Search Advertising Affiliation: Based on Information Processing Pattern of Dual-System Theory
• National Science Foundation for Young Scholars of China ( 71202180 ): How online platform achieve from free to fee products: based on the dynamic management of two-sided customers’ equity
• Young Scholars Fund of Ministry of Education of China ( 12YJC630104 ): How e-business platform could improve sellers’ self-regulation: institutional theory perspective
Teaching (2011-2018)
E-marketing, business analysis, e-bsusiness
Activities
AOM membership
Practice
Research fellow in Alibaba research center on rural e-commerce
The algorithm consultant in WEMAY Co. Ltd.
