Projects per year
Personal profile
Personal profile
Dr. Boying Li (Belle) is an Associate Professor in Marketing at the University of Nottingham Ningbo China. Her research areas include misinformation on social media, collective behavior on social media, online consumer behavior, and societal impact of IT. Her works have been appeared in journals such as Information Systems Journal, Journal of Information Technology, Journal of Operations and Production Management, Information and Management, Journal of Business Research.
Teaching
Undergraduate
- 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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Collaborations and top research areas from the last five years
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Studying the dissemination of online health misinformation: from the perspective of textual-pictorial falseness
Li, B. (PI)
1/01/22 → 31/12/24
Project: Government Funded Projects › Vertical-National Government Funded Projects
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Understanding the Dissemination of Online Health-related Fake Rumors under the Public Health Emergency: From the Perspectives of Information Features and Source Persona
Li, B. (PI)
1/01/21 → 31/12/23
Project: Government Funded Projects › Vertical-Provincial/Ministerial Government(省部级) Funded Projects
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An Empirical Study of AI Financial Advisor Adoption Through Technology Vulnerabilities in the Financial Context
Wang, Z., Yuan, R., Li, B., Kumar, V. & Kumar, A., Jan 2026, In: Journal of Product Innovation Management. 43, 1, p. 14-30 17 p.Research output: Journal Publication › Article › peer-review
Open Access2 Citations (Scopus) -
Are Recommendation Systems Annoying? An Empirical Study of Assessing the Impacts of AI Characteristics on Technology Well-Being
Wang, Z., Yuan, R. & Li, B., Jan 2025, In: Journal of Consumer Behaviour. 24, 1, p. 178-200 23 p.Research output: Journal Publication › Article › peer-review
Open Access7 Citations (Scopus) -
Exploring the relationship between digital integration and agility: the role of organizational inertia and market information transparency
Zheng, H., Dai, J. & Li, B., 14 Mar 2025, In: International Journal of Operations and Production Management. 45, 8, p. 1602-1626 25 p.Research output: Journal Publication › Article › peer-review
5 Citations (Scopus) -
Streaming together: Unraveling social experiences in social live streaming services
Hou, F., Guan, Z., Li, B. & Chong, A. Y. L., Dec 2025, In: Information and Management. 62, 8, 104230.Research output: Journal Publication › Article › peer-review
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How Live Stream Session is Developed to Guide Value Co-creation between Streamer and Audience: An Ethnographic Investigation based on Dramaturgical Theory
Lin, B., Wang, Y., Hou, F., Li, B. & Guan, Z., 2024, In: Proceedings of the International Conference on Electronic Business (ICEB). 24, p. 235-246 12 p.Research output: Journal Publication › Conference article › peer-review
Prizes
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Third prize for the 9th Yinzhou District Excellent Achievements in Philosophy and Social Science
Li, B. (Recipient), JI, D. (Recipient) & Chong, A. (Recipient), 13 Jan 2026
Prize