Projects per year
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
- Misinformation on social media (including rumor, fake news, etc.)
- Online consumer behavior
- Pro-social behaviors on social media
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- 1 Active
Understanding the Dissemination of Online Health-related Fake Rumors under the Public Health Emergency: From the Perspectives of Information Features and Source Persona
1/01/21 → 31/12/23
Project: Government Funded Projects › Vertical-Zhejiang Provincial Government Funded Projects
What influences the purchase of virtual gifts in live streaming in China? A cultural context-sensitive modelGuan, Z., Hou, F., Li, B., Phang, C. W. & Chong, A. Y. L., 20 Sep 2021, In: Information Systems Journal. 32, 3, p. 653-689 37 p.
Research output: Journal Publication › Article › peer-review6 Citations (Scopus)
Disentangling the effects of narrative and statistical evidence on donations in charitable crowdfunding: A narrative persuasion perspectiveGUAN, Z., Li, B., Chong, A. Y. L., HOU, F., Cai, Z., Lim, E. T. K. & Tan, C. W., 2020.
Research output: Contribution to conference › Paper › peer-review
Factors influencing people’s continuous watching intention and consumption intention in live streaming: Evidence from ChinaHou, F., Guan, Z., Li, B. & Chong, A. Y. L., 27 Apr 2020, In: Internet Research. 30, 1, p. 141-163 23 p.
Research output: Journal Publication › Article › peer-reviewOpen AccessFile63 Citations (Scopus)7 Downloads (Pure)
Van Nguyen, T., Zhou, L., Chong, A. Y. L., Li, B. & Pu, X., 16 Mar 2020, In: European Journal of Operational Research. 281, 3, p. 543-558 16 p.
Research output: Journal Publication › Article › peer-review50 Citations (Scopus)
Understanding purchase intention in e-commerce live streaming: Roles of relational benefits, technological features and fan identity salienceHOU, F., Li, B., GUAN, Z., Hu, Y. & Chong, A. Y. L., 2020.
Research output: Contribution to conference › Paper › peer-review3 Citations (Scopus)