Dr. LI Yiyan Stella (李藝燕)

Firm Strategies and Consumer Behaviors in Crowdsourcing-based Business Models

-Idea Crowdsourcing

-Product Co-creation
-Crowdfunding

Consumer Behaviors in Sharing Economies

-Consumer Reflexivity

-Mindfulness

 -Ethical Consumption
Consumers in Emerging Economies

 -Social innovation

 -Consumers in transition; generation cohorts, and materialism.

Consumption Behavior in Internet Environment

 -Advertising strategies in online social network

 -Brand communities, lurker behavior and off-line behavior.

Courses taught

 a.      Research Postgraduate Course

      Asia-Pacific Research Workshop

      Multi-Disciplinary Research Workshop

 b.      Taught Master course

          Digital Marketing (Highest Teaching Evaluation 6.43/7)

 c.       Undergraduate courses

          Consumer Behavior (Highest Teaching Evaluation 6.14/7)

          Digital Marketing (Highest Teaching Evaluation 6.30/7)

Conference Proceedings

Mariana Andrade Li, Stella Yiyan, and Zhu, John Jianjun (2018), “Social Innovation in Emerging Economies: An ecosystem Built on the Collaboration between Firms and Government-Sponsored Institutions (GSI), and Knowledge Sharing”, Academy of Management Annual Meeting (AOM) 2018, August 10-14, Chicago, Illinois, USA.

Li, Stella Yiyan, Zhu, John Jianjun and Mariana Andrade (2018), “Social Innovation in Emerging Economies: An ecosystem Built on the Collaboration between Firms and Government-Sponsored Institutions (GSI), and Knowledge Sharing”, European Marketing Academy Annual Conference (EMAC) 2018, May 29 to June 2, Glasgow, UK.

 Zeng, Fue, and Wang, Ruijuan, Li, Stella Yiyan (2017), “Matching Social Network Communication Channels and Advertising Appeals for Social Network Advertising Effectiveness: Mediating Role of Perceived Efficacy”, Summer AMA 2017, August 4-6^th, San Francisco, CA, US.

 Li, Stella Yiyan, Zhu, Jianjun, and Wei, Liyuan (2017), “Understanding Foreign Brand Competition in China: Strategies, Regional Distinctiveness and Social Media Influences,” CIMar 2017, June 20-23 2017, Florence, the Italy.

Li, Stella Yiyan, Chan, Kimmy Wa, Zhu, Jianjun, and Wei, Liyuan (2017), “A Study on The Role of Feedback on The Quality of Ideas From Customers in Idea Crowdsourcing Community,” EMAC 2017, May 22-27 2017, Groningen, Netherlands.

 Zhu, Jianjun, Li, Stella Yiyan, and Michelle Andrews (2016), “Ideator Expertise and Cocreator Inputs in Crowdsourced Product Cocreation,” 2016 JPIM/MSI RESEARCH WORKSHOP: Innovation in Data-Rich Environments, 8 Jun 2016 - 10 Jun 2016, Knoxville, United States of America

 Li, Stella Yiyan, Zhu, Jianjun, and Chan, Kimmy Wa (2016),"Relation between Idea Quality and Idea Implementation and Its Contingency Factors in Idea Crowdsourcing Context", Society for Marketing Science (ISMS) Marketing Science Conference (INFORMS) 2016, 16 Jun 2016 - 18 Jun 2016, Shanghai, China

 Li, Stella Yiyan, Chan, Kimmy Wa, and Zhu, Jianjun (2015),"Being Novel Might Not Always Work: The Role of Idea Feasibility on Crowd-sourced Idea Implementation and Its Boundary Conditions", ANZMAC2015 conference in Innovation and Growth Strategies in Marketing, 30 Nov 2015 - 2 Dec 2015, Sydney, Australia

 Chan, Kimmy Wa, Li, Stella Yiyan, Luo, Xueming, and Zhu, Jianjun Wa (2015), “Alleviating the Negative Impacts of Customer Ideation: The Role of Feedback in Idea Crowdsourcing Community”, China Marketing International Conference, Xi’An, China, August, 2015

 Chan, Kimmy Wa, Li, Stella Yiyan, Luo, Xueming, and Zhu, Jianjun Wa (2014), “Crowdsourcing Feedback and Customer Ideation Performance,” Research Seminar at Temple University, US, June 2014

 Chan, Kimmy Wa, Li, Stella Yiyan, Zhu, Jianjun, Luo, Xueming (2013), “Customer Ideation Participation, Others’ Feedbacks, and Ideation Success in Crowdsourcing”, Fudan Research Seminars, Fudan, China, June 2013.

Chan, Kimmy Wa, Li, Stella Yiyan, and Zhu, Jianjun (2012), “How Social Media Transforms Idea Co-creation: The Influences of Social Network on Idea Generation in Crowdsourcing”, ISR Special Issue Workshop on Social Media and Business Transformation, Maryland., US, June, 2012

Zhu, Jianjun, Li, Stella Yiyan, and Chan, Kimmy Wa (2012), “How Social Media Transforms Idea Co-Creation: The Influence of Social Network on Idea Generation in Crowdsourcing”, Marketing Scholar Forum X: Latest challenges in research in marketing, Hong Kong, June, 2012.

Zhu, Jianjun, Li, Stella Yiyan, and Chan, Kimmy Wa (2012), (Abstract) “Cocreating Value with Other Customers and Firm in Social Media: From a Social Network Perspective.” INFORMS Marketing Science Conference, Boston, US, June, 2012

Hung, Kineta, LI, Stella Yiyan, Tse, David K (2011), “Does Glocalization Matter: Foreign Firm Branding Strategies in China”, Marketing Scholar Forum IX: Latest challenges in research in marketing, Beijing.

Li, Stella Yiyan (2010), “Assessing the Salience and Differential Impacts of Reflexive Learning.” (Abstract) INFORMS Marketing Science 2010, (Cologne, Germany).

Hung, Kineta and Li, Stella Yiyan (2010), “Effects of New Media versus Conventional Marketing Efforts in Shaping Consumer Brand Choices in China” (Abstract), in the SRT China   Business and Economics Conference at the University of Hong Kong, Hong Kong

Li, Stella Yiyan(2009), “A Netnography of Beauty-care Virtual Community: Implications for Impacts of eWOM in Virtual Communities.” (Abstract) 2009 Conference on Emerging Mode of Communication: Technology Enhanced Interaction, Hong Kong, 2009

Li, Stella Yiyan and Hung, Kineta H. (2008), "Assessing the Effects of Product-Based VCs on Brand Selection: A Longitudinal Study", proceedings of INFORMS Marketing Science Conference, Marketing Science Institute, (Vancouver, Canada)

Li, Stella Yiyan, Hung, Kineta H., and Tse, David K. (2006), “Netnographic Study of a Community of Beauty Product Enthusiasts in China: Consumer Reflexivity and Social Concerns,” (Abstract)  Advances in Consumer Research, Vol. 33, Cornelia Pechmann and Linda L. Price, eds. Valdosta, GA: Association for Consumer Research.

Li, Stella Yiyan, Hung, Kineta H. (2006), “Impacts of Virtual Community Participation on Consideration Set size, Brand Switching Intention, and Brand Loyalty,”(Abstract) American Marketing Association Summer Educator’s Conference, Chicago.

Hung, Kineta H., Li, Stella Yiyan, David K. Tse (2006), “Socio-interactive Component of Trust in Virtual Communities: Antecedents, Roles and Consequences,” Marketing Scholar Forum IV, Hong Kong.

Hung, Kineta H., Li, Stella Yiyan, and Belk, Russell W (2005), “Consumption and the ‘Modern Woman’ in China: A Conceptual Framework,” In: Young-Won Ha and Youjae Yi, Asia-Pacific Advances in Consumer Research. Provo, UT: Association for consumer Research, 2005, Vol. 6: 349-353.

Chen, Xiaoyun, Li, Yiyan  (2004), “Understanding Generation Cohorts in China: A Conceptual Framework and Some Preliminary Results,” Academy of International Business (AIB) Southeast Asia Regional Conference, Macau.

RESEARCH GRANTS

SRG 2018/2019  (PI), “Jumping for Quality or Engaging for Social Benefits? Exploring the Promotional Strategies and Dynamic Effects for Reward-Based Crowdfunding,” (HK$ 100,000)

 SRG 2017/2018  (PI), “We Are What We Share: An Empirical Study of the Impacts of

Consumer Reflexivity on Collaborative Consumption in the Sharing Economy,” (HK$ 100,000)

 SRG 2016/2017 (CityU 7004789) (PI), “Consumer Reflexivity and Online Collaboration: A Field Study on the Dynamic and Reflexive Process of Consumer Engagement in Online Collaboration,” (HK$ 100,000)

 GRF2014/2015 (Project No.: 9042139) (CityU 11503214) (PI), “A Longitudinal Examination of the Roles of Project Designs and Social Engagement in a Dynamic Crowdfunding Process,” (HK$ 411,457)

GRF2014/2015 (Project No.:9042458) (PI), “Tap Into Product Cocreation Model-crowd, Idea, Product Development, and Market Performance in Crowdsourcing,” (HK$ 312,425)

Top up grant by Research Committee at City U for successful GRF2014/2015 (PI), “A Longitudinal Examination of the Roles of Project Designs and Social Engagement in a Dynamic Crowdfunding Process,” (HK$ 20,573)

 Internal Grant awarded by The Center of Social Media Marketing and Business Intelligence at City University of Hong Kong for the proposals with the theme of Alibaba/Taobao (Co-I) 2013/2014, “Seller Network on E-commerce Platform”(HK$ 100,000)

 GRF2012/2013 (Project No.: 9041827) (CityU 146912) (PI), “Engage Consumers to Harness the Power of Value Co-Creation: A Longitudinal Field Study,” (HK$ 588,770).

 Top up grant by Research Committee at City U for successful GRF2012/2013  (PI), “Engage Consumers to Harness the Power of Value Co-Creation: A Longitudinal Field Study,” (HK$ 29,439 )

GRF2012/2013 (Co-I), “Does Customer Participation Lead to Better Service Outcomes? The Flow Experience Perspective,” (HK$  306,670).

 Start-up Grant for New Staff at City University of Hong Kong (7200113) (PI), “Assessing the Longitudinal Influence of Virtual Community on Consumers’ Brand Decision Making,” (HKD 499,939)