Faculty Members

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Prof. Xueni LI, Shirley 

Associate Professor
Associate Director, MSc in Business Management Programme
Marketing Discipline
Department of Management, Marketing and Information Systems

shirleyli@hkbu.edu.hk
3411 5706
WLB512B
https://orcid.org/0000-0002-0040-2208
Shirley Xueni LI public CV
View Scopus Profile

Prof. Xueni (Shirley) Li is associate professor of marketing at the Business School of Hong Kong Baptist University. Prof. Li received her Ph.D. major in marketing from the Hong Kong Polytechnic University and her Master of Philosophy major in Electronic Business from Zhongnan University of Economics and Law, China. She also holds two bachelor's degrees from Zhongnan University of Economics and Law (majored in Electronic Business) and Central China Normal University (majored in English Language and Literature). Prof. Li's research interests include services marketing, internet marketing, marketing communication, sales marketing, and language use in marketing. Prof. Li's research findings are published in top-tier marketing journals including the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing. Prof. Li is also serving as an Associate Editor for the Journal of Service Research.

  • Consumer Behavior
  • Digital Marketing
  • Marketing Communication
  • Services Marketing
  • Sales Marketing

Consumer Behavior

Global Marketing

Ph.D., Marketing        School of Business, The Hong Kong Polytechnic University       

M.S., E-Commerce (Digital Marketing Oriented)      Zhongnan University of Economics and Law, China      

B.A., English Language and Literature         Central China Normal University, China

B.S., E-Commerce (Technology Oriented)         Zhongnan University of Economics and Law, China

From Owning to Connecting: Understanding and Leveraging the Effect of Internet Meme Marketing

Wang, L.,Li, X. S., Wang, Q. & Su, L.,13 Jan 2026, (E-pub ahead of print)In:Journal of Marketing.20 p.
Research output : Contribution to journal › Journal article › peer-review

EXPRESS: Death or Muerte? Effects of Sales Language Use on the Consumption of Death-Related Products and Services

Huang, L. L. (Co-first author),Li, X. S.(Co-first author) &Chan, K. W.(Co-first author),Mar 2026, (Accepted/In press)In:Journal of Marketing Research.
Research output : Contribution to journal › Journal article › peer-review

Marketing Communication Language and Consumer Behavior in CRM

Wang, Y.,Li, S. X., HUANG, L. &Chan, W. K.,24 Sept 2025,Proceedings of the 16th European Marketing Academy 2025 Fall Conference.The European Marketing Academy, (Proceedings of the European Marketing Academy).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Foreign Language Marketing and Consumer Purchase Behaviour (Abstract)

Li, S., Huang, L. L.,Chan, W. K.& Wang, Y.,Dec 2024,2024 ANZMAC Conference Proceedings.Arli, D. & Robinson, L. (eds.).Australian and New Zealand Marketing Academy,p. 511 p.(ANZMAC Conference Proceedings).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Using Second Language to Promote Marketing DRPS

Huang, L.,Li, S. X.&Chan, W. K.,Sept 2024.
Research output : Contribution to conference › Conference paper › peer-review

Internet meme marketing and digital advertising effectiveness

Wang, L.,Li, S. X., Su, L. & Wang, Q.,8 Jul 2024.
Research output : Contribution to conference › Conference paper › peer-review

Virtual agents that flatter you: Moderating effects of self-esteem and customization target in e-customization services

Li, X. S., Si, W. &Chan, K. W.,Feb 2024,In:Psychology & Marketing.41,2,p. 344-36320 p.
Research output : Contribution to journal › Journal article › peer-review

Detrimental Effects of Anthropomorphism on the Perceived Physical Safety of Artificial Agents in Dangerous Situations

Li, X. S., Kim, S.,Chan, K. W.& McGill, A. L.,Dec 2023,In:International Journal of Research in Marketing.40,4,p. 841-86424 p.
Research output : Contribution to journal › Journal article › peer-review

How to Promote Death-related Consumption? A Perspective from Marketing Communication

Li, S. X., Huang, L. L.,Chan, W. K.& Wang, Y.,Aug 2023,2023 AMA Summer Academic Conference Proceedings: A World Disrupted: Marketing’s Role in Understanding, Adapting and Transforming the Business Ecosystem.American Marketing Association,p. 281-2844 p.(AMA Summer Academic Conference Proceedings; vol. 34).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Detrimental Effects of Anthropomorphism on the Perceived Physical Safety of Artificial Agents in Dangerous Situations

Li, S. X., Kim, S.,Chan, W. K.& McGil, A. L.,May 2023.
Research output : Contribution to conference › Conference paper › peer-review

Detrimental Effects of Anthropomorphism on the Perceived Physical Safety of Artificial Agents in Dangerous Situations

Li, S. X., Kim, S.,Chan, W. K.& McGill, A. L.,11 Feb 2023.
Research output : Contribution to conference › Conference paper

The Effect of Anthropomorphizing Artificial Agents in Dangerous Situations on Consumers' Physical Safety Perceptions (Extended Abstract)

Li, S. X., Kim, S.,Chan, W. K.& McGill, A. L.,6 Feb 2023,2023 AMA Winter Academic Conference Proceedings: Marketing During Times of Change.Umashankar, N. & Lisjak, M. (eds.).American Marketing Association,p. 533-5364 p.
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Join the Conversation: Understanding and Leveraging the Effect of Internet-meme

Li, S. X., Wang, L. & Su, L.,20 Jun 2019.
Research output : Contribution to conference › Conference paper › peer-review

Room for opportunity: Resource scarcity increases attractiveness of range marketing offers

Fan, L.,Li, X.& Jiang, Y.,1 Jun 2019,In:Journal of Consumer Research.46,1,p. 82-9817 p.
Research output : Contribution to journal › Journal article › peer-review

Service with emoticons: How customers interpret employee use of emoticons in online service encounters

Li, X.,Chan, K. W.& Kim, S.,1 Feb 2019,In:Journal of Consumer Research.45,5,p. 973-98715 p.
Research output : Contribution to journal › Journal article › peer-review

General Research Funding (2026-present)
Topic: Love in the Age of Algorithms: How Romantic AI’s Communication Style Shapes Human-AI Relationship and Service Outcomes
General Research Funding (2023-present)
Topic: Marketing with Impure Altruism: When and Why Second Language Use Helps Cause-Related Marketing
Early Career Scheme (2021-2026)
Topic: Wiping the Fears from their Eyes: The Impact of Salespeople’s Communication Language on Customers’ Death-Related Consumption

Early Career Award

LI, S. X.(Recipient), 11 Nov 2021
Prize : Award

Journal of Service Research

Associate Editor
2026-present