Professor Li joined the Fisher College of Business at the Ohio State University in 2017. Prior to being a Buckeye, she was on the faculty at the Indiana University from 2014 to 2017. She received her Ph.D. in Marketing from the University of Maryland – College Park in 2014.
Professor Li's research focuses on the consumer’s path to purchase. She is interested in the consumer’s touch points on their path to purchase, for which Professor Li develop attribution models to help firms assign conversion credit to each marketing channel in a multi-channel environment. Professor Li also build comprehensive models that account for both the consumer’s touch points and the textual information they leave on their purchase journey. In addition, Professor Li is also interested in the sample strategy, such as the design and the quantity of free samples, which entices consumers to begin their path to purchase. Moreover, her research also examines the disruption, due to new technology or price change, on the consumer’s path to purchase. In Professor Li's research, she applies Bayesian statistics, econometrics, machine learning methods, and field experiments on real-world data from hotel, software, publisher and online teaching companies, etc.
Professor Li's work has received Adobe Research Award, Marketing Science Institute Research Grant, IJRM Best Article Award, National Center of the Middle Market Research Fellowship, the MSI Alden G. Clayton Dissertation Proposal Competition Winner, and University of Maryland Distinguished Dissertation Award. Professor Li's research has appeared in leading marketing journals including the Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, and Journal of Behavioral Decision Making.
At Fisher, Professor Li is teaching in the undergraduate, SMBA, and Ph.D. programs.