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
Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
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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-Zhejiang Provincial/Ministerial Government(省部级) Funded Projects
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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 Access -
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
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The impact of anticipation of new technologies on operational and environmental performance: a strategy-structure-capabilities-performance perspective
Zheng, H., Dai, J., Li, B. & Shou, Y., 2024, In: International Journal of Logistics Research and Applications.Research output: Journal Publication › Article › peer-review
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Theorising moderation in the configurational approach: A guide for identifying and interpreting moderating influences in QCA
Ma, T., Cheng, Y., Guan, Z., Li, B., Hou, F. & Lim, E. T. K., May 2024, In: Information Systems Journal. 34, 3, p. 762-787 26 p.Research output: Journal Publication › Article › peer-review
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The role of para-social relationship in live streaming virtual gift purchase: a two-stage SEM-neural network analysis
Hou, F., Li, B., Guan, Z., Chong, A. Y. L. & Phang, C. W., 25 Nov 2024, In: Internet Research. 34, 6, p. 2298-2340 43 p.Research output: Journal Publication › Article › peer-review