Dr Loic (Pengtao) Li, Our people, Department of Marketing, University of Otago, New Zealand

BA BCom MCom PhD (Auckland)

Loic Li image Otago Business School 4.36
Tel +64 3 479 8445
Email loic.li@otago.ac.nz

Dr Loic Li joined the University of Otago Business School in 2020 as a lecturer in the Department of Marketing. Before that he worked as a lecturer in University of Auckland Business School where he received his PhD in Marketing.

Loic’s research focuses on customer engagement and actor engagement in service eco-systems. He is particularly interested in the dynamics, valence and intensity of engagement among various business actors including machines, robots and artificial intelligent (AI). His current research projects involve how social data and big data can be utilised to investigate the role of brand/marketer generated content in influencing customer engagement on digital platforms. His research has been published in leading international journals, such as Journal of Service Management, Journal of Service Theory and Practice and Journal of Advertising. Loic’s teaching interests involve digital marketing, marketing research, marketing analytics and marketing management.

Teaching responsibilities

MART 112 Marketing
MART 308 Integrated Digital Marketing
MART 462 Advanced Marketing Analysis

Office hours

Tuesday, 2:00–3:00pm

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Publications

Li, L. P., Fehrer, J. A., Brodie, R. J., & Juric, B. (2021). Trajectories of influential conceptual articles in service research. Journal of Service Management. Advance online publication. doi: 10.1108/josm-04-2021-0121

Li, L. P., Frethey-Bentham, C., Juric, B., & Brodie, R. J. (2021). A negative actor engagement scale for online knowledge-sharing platforms. Australasian Marketing Journal. Advance online publication. doi: 10.1177/18393349211022044

Septianto, F., Seo, Y., Li, L. P., & Shi, L. (2021). Awe in advertising: The mediating role of an abstract mindset. Journal of Advertising. Advance online publication. doi: 10.1080/00913367.2021.1931578

Fehrer, J. A., Conduit, J., Plewa, C., Li, L. P., Jaakkola, E., & Alexander, M. (2020). Market shaping dynamics: Interplay of actor engagement and institutional work. Journal of Business & Industrial Marketing, 39(5), 1425-1439. doi: 10.1108/JBIM-03-2019-0131

Li, L. P., Juric, B., & Brodie, R. (2018). Negative actor engagement in student learning system: Conceptualisation, scale development and validation. Proceedings of the Global Marketing Conference. Retrieved from http://db.koreascholar.com/article?code=351361

Journal - Research Article

Li, L. P., Juric, B., & Brodie, R. J. (2018). Actor engagement valence: Conceptual foundations, propositions and research directions. Journal of Service Management, 29(3), 491-516. doi: 10.1108/JOSM-08-2016-0235

Journal - Research Article

Li, L. P., Juric, B., & Brodie, R. J. (2017). Dynamic multi-actor engagement in networks: The case of United Breaks Guitars. Journal of Service Theory & Practice, 27(4), 738-760. doi: 10.1108/JSTP-04-2016-0066

Journal - Research Article

Conference Contribution - Published proceedings: Abstract

Li, L. P., Juric, B., & Brodie, R. J. (2017). Untangling the complexity of the valence of actor engagement: Conceptual foundations, propositions and research directions: An abstract. In P. Rossi & N. Krey (Eds.), Marketing Transformation: Marketing Practice in and Ever Changing World: Proceedings of the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC). (pp. 309). Cham, Switzerland: Springer. doi: 10.1007/978-3-319-68750-6_92

Conference Contribution - Published proceedings: Abstract

Li, P. (2018). Dynamics and valence of actor engagement (PhD). University of Auckland, Auckland, New Zealand. Retrieved from http://hdl.handle.net/2292/45167

Awarded Doctoral Degree

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