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Personal profile

Personal profile

Dr. Boying Li (Belle) is an Assistant Professor in Marketing at the University of Nottingham Ningbo China. Her research areas include online misinformation, consumer behavior in social media, electronic word-of-mouth, e-commerce and online pro-social behavior. She has published in journals such as Information Systems Journal (ISJ), International Journal of Operations and Production Management (IJOPM), Information and Management (I&M), Production Planning & Control (PPC) and International Journal of Production Research (IJPR). She has also served as reviewers for journals including the Journal of the Association for Information Systems (JAIS), ISJ, I&M, IJPR, etc.



  • Marketing Analytics
  • The Consumer Psychology of Brands

Research Interests

  • Misinformation on social media (including rumor, fake news, etc.)
  • Online consumer behavior
  • Pro-social behaviors on social media

Person Types

  • Staff


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