Dr. LI Yiyan Stella (李藝燕博士)

PhD - Marketing (The University of Hong Kong)
BA - Economics (Sun Yat-sen University)

Assistant Professor

Dr. LI Yiyan Stella (李藝燕博士)

Contact Information

Address: 10-245, Lau Ming Wai Academic Building
City University of Hong Kong
Phone: +852 34425408
Fax: +852 34420346
E-mail:
liyiyan@cityu.edu.hk
Public CV: Download

Research Areas

  • Consumption Behavior in Internet Environment
  • New Generation of Women in China
  • Consumers in Transitional Economies (China)
  • Value Co-creation
  • Crowdsourcing

Teaching Areas

  • E-Marketing
  • Consumer Behavior

Research Grant

  • PI: "We Are What We Share: An Empirical Study of the Impacts of Consumer Reflexivity on Collaborative Consumption in the Sharing Economy", SRG - City University of Hong Kong , Amount: 100,000 (2017-2019) , LI,Stella Yiyan, Chan,Kimmy Wah, Zhu,John Jianjun, and Gao, Chong
  • PI: "Consumer Reflexivity and Online Collaboration: A Field Study on the Dynamic and Reflexive Process of Consumer Engagement in Online Collaboration", SRG - City University of Hong Kong , Amount: 100,000 (2016-2018) , LI,Stella Yiyan, Chan,Kimmy Wah, Zhu,John Jianjun, and Gao, Chong
  • PI: "A Longitudinal Examination of the Roles of Project Designs and Social Engagement in a Dynamic Crowdfunding Process ", General Resarch Fund - Hong Kong Government , Amount: 411,457 (2014-2016) , Li, Stella Yiyan & Chan, Kimmy Wah, and Zhu, Jianjun John
  • co-PI: "Tap Into Product Cocreation Model-crowd, Idea, Product Development, and Market Performance in Crowdsourcing", General Resarch Fund - Hong Kong Government , Amount: 312,425 (2014-2016) , Li, Stella Yiyan & Chan, Kimmy Wah, and Zhu, Jianjun John
  • PI: "A Longitudinal Examination of the Roles of Project Designs and Social Engagement in a Dynamic Crowdfunding Process ", University Top-up Grant for the GRF project - City University of Hong Kong , Amount: 20,573 (2014-2016) , Li, Stella Yiyan
  • PI: " Engage Consumers to Harness the Power of Value Co-Creation: A Longitudinal Field Study", General Resarch Fund - Hong Kong Government , Amount: 588,770HKD (2012-2015) , Li,Stella Yiyan & Chan, Kimmy Wah
  • co-PI: "Does Customer Participation Lead to Better Service Outcomes? The Flow Experience Perspective ", General Resarch Fund - Hong Kong Government , Amount: 306,670HKD (2012-2015) , Li, Stella Yiyan & Chan, Kimmy Wah
  • co-PI: "Seller Network on E-commerce Platform", Internal Grant - The Center of Social Media Marketing and BuCity University of Hong Kong , Amount: 100,000 HKD (2013-2014) , Zeng, Xiaohua & Li, Stella Yiyan
  • PI: "Engage Consumers to Harness the Power of Value Co-Creation: A Longitudinal Field Study", University Top-up Grant for the GRF project - City University of Hong Kong , Amount: 29,439 HKD (2012-2014) , Li,Stella Yiyan
  • PI: "Assessing the Longitudinal Influence of Virtual Community on Consumers' Brand Decision Making", Start-up Grant for New Faculty - City University of Hong Kong , Amount: HKD$499,939 (2008-2011) , Li, Stella Yiyan

Administrative Assignments

Period Name Position
2013 - Now Department of Marketing Departmental e-learning coordinator
2013 - Now Center for Social Media Marketing and Business Intelligence of our University committee member
2/2009 - Now Master of Science in Marketing Coordinator & Admission Tutor
9/2016 - 6/2017 Coordinator Summer Study Tour
2013 - 2015 Internal Assessment panel member of a DBA student Internal Assessment panel member
2013 - 2015 Member of Qualifying panel of Joint PHD program student Member of Qualifying Panel
2013 - 2015 BBA year 1 students Student advisor of BBA year 1 students
2012 - 2015 College of Business BBA Program College of Business BBA program Admission interviewer
2011 - 2013 Phd Program Internal Assessment panel member
1/2008 - 2010 Master of Arts (Hons.) in Integrated Marketing Communication Coordinator and Members of the committee
9/2007 - 2009 Student Study Tour and Study Tour Exhibition Coordinator

Conferences

Period Name Country
17/6/2013 - 19/6/2013 Fudan Research Seminars hosted by Fudan Global Research Center of Financial Marketing Shanghai/US
25/6/2012 Marketing Scholar Forum X: Latest challenges in research in marketing Hong Kong
7/6/2012 - 9/6/2012 INFORMS Marketing Science Conference 2012 Boston/ US
2/6/2012 - 3/6/2012 ISR Special Issue Workshop on Social Media and Business Transformation Maryland/US
18/6/2011 - 20/6/2011 Marketing Scholar Forum IX: Latest challenges in research in marketing Beijing/China
16/6/2010 - 19/6/2010 INFORMS Marketing Science 2010 Cologne/Germany
6/2010 SRT China Business and Economics Conference at the University of Hong Kong Hong Kong
26/3/2009 - 27/3/2009 2009 Conference on Emerging Mode of Communication: Technology Enhanced Interaction Hong Kong
18/6/2008 - 20/6/2008 Marketing Scholar Forum Beijing, China
12/6/2008 - 14/6/2008 INFORMS Marketing Science Conference 2008 Vancouver, Canada

Publications

Journal Publications and Reviews
Conference Papers
Conference Paper - Accepted
  • Li, Stella Yiyan; Zhu, Jianjun John; Andrade, Mariana / Social Innovation in Emerging Economies: An Ecosystem Built on the Collaboration Between Firms and Government-Sponsored Institutions (GSI), and Knowledge Sharing. June 2018; 47th European Marketing Academy Annual Conference 2018, 29/05/2018 - 02/06/2018, GLasgow, United Kingdom.