Xiao Li
Associate Professor
Marketing
Journal Papers
| 1. | Li Xiao, Xinlan Li, and Jiuming Ge. 2025. An exploratory research on using generative AI to generate print Ads. Customer Needs and Solutions 12 1-15.  |
| 2. | Li Xiao, D. J. Wu, and Min Ding. 2024. A Smart Ad Display System. Information Systems Research 35(4) 1873-1889. |
| 3. | Shasha Lu, Hye-Jin Kim, Yinghui Zhou, Li Xiao, and Min Ding. 2022. Audio and visual analytics in marketing and artificial empathy. Foundations and Trends® in Marketing 16(4) 422–493. |
| 4. | Li Xiao and V. Kumar. 2021. Robotics for customer service: a useful complement or an ultimate substitute?. Journal of Service Research 24(1) 9-29. |
| 5. | Shasha Lu, Li Xiao, and Min Ding. 2016. A video-based automated recommender (VAR) system for garments. Marketing Science 35(3) 484–510. |
| 6. | Li Xiao and Min Ding. 2014. Just the faces: Exploring the effects of facial features in print advertising. Marketing Science 33(3) 338–352. |
| 7. | Li Xiao, Hye-jin Kim, and Min Ding. 2013. An introduction to audio and visual research and applications in marketing. Review of Marketing Research 10 213-253. |
| 8. | Jie Xu and Li Xiao. 2022. A picture is worth a thousand words: the application of image data in marketing. Foreign Economics & Management 44(9) 51-69. (in Chinese) |
Research Projects
2026.01—2029.12, Principal Investigator, Exploring How Augmented Reality (AR)Technologies Could Be Utilized in Offline Reatail to Enhance Customer's Shopping Experience, National Natural Science Foundation of China
2025.01—2029.12, Member, Research on Innovation and Application of AI Marketing Technology: The Perspective of Creation Capability of AI, National Natural Science Foundation of China
2021.01—2024.12, Principal Investigator, Exploring the Dynamic Effects of Interactions on Participation and Sales Performance in the Context of Live Video Streaming Sales, National Natural Science Foundation of China
2016.06—2016.10, Principal Investigator, Branding Strategy for Sateri, Sateri (Jiangxi) Chemical Fibre
2016.04—2016.12, Principal Investigator, Website Morphing Research Project, OMP Advertising Communication Co., Ltd
2016.01—2018.12, Principal Investigator, Measuring Consumer Preferences Based on Video Data, National Natural Science Foundation of China
Journal Papers
| 1. | Li Xiao, Xinlan Li, and Jiuming Ge. 2025. An exploratory research on using generative AI to generate print Ads. Customer Needs and Solutions 12 1-15. |
| 2. | Li Xiao, D. J. Wu, and Min Ding. 2024. A Smart Ad Display System. Information Systems Research 35(4) 1873-1889. |
| 3. | Shasha Lu, Hye-Jin Kim, Yinghui Zhou, Li Xiao, and Min Ding. 2022. Audio and visual analytics in marketing and artificial empathy. Foundations and Trends® in Marketing 16(4) 422–493. |
| 4. | Li Xiao and V. Kumar. 2021. Robotics for customer service: a useful complement or an ultimate substitute?. Journal of Service Research 24(1) 9-29. |
| 5. | Shasha Lu, Li Xiao, and Min Ding. 2016. A video-based automated recommender (VAR) system for garments. Marketing Science 35(3) 484–510. |
| 6. | Li Xiao and Min Ding. 2014. Just the faces: Exploring the effects of facial features in print advertising. Marketing Science 33(3) 338–352. |
| 7. | Li Xiao, Hye-jin Kim, and Min Ding. 2013. An introduction to audio and visual research and applications in marketing. Review of Marketing Research 10 213-253. |
| 8. | Jie Xu and Li Xiao. 2022. A picture is worth a thousand words: the application of image data in marketing. Foreign Economics & Management 44(9) 51-69. (in Chinese) |
Research Projects
2026.01—2029.12, Principal Investigator, Exploring How Augmented Reality (AR)Technologies Could Be Utilized in Offline Reatail to Enhance Customer's Shopping Experience, National Natural Science Foundation of China
2025.01—2029.12, Member, Research on Innovation and Application of AI Marketing Technology: The Perspective of Creation Capability of AI, National Natural Science Foundation of China
2021.01—2024.12, Principal Investigator, Exploring the Dynamic Effects of Interactions on Participation and Sales Performance in the Context of Live Video Streaming Sales, National Natural Science Foundation of China
2016.06—2016.10, Principal Investigator, Branding Strategy for Sateri, Sateri (Jiangxi) Chemical Fibre
2016.04—2016.12, Principal Investigator, Website Morphing Research Project, OMP Advertising Communication Co., Ltd
2016.01—2018.12, Principal Investigator, Measuring Consumer Preferences Based on Video Data, National Natural Science Foundation of China
Case
Li Xiao，Jiaping Yu, How Forest Cabin Won over the Red Ocean Competition, , 2022
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