Dr. Rebecca Ruohan LI
Assistant Professor

E-mail:  rli@hksyu.edu
Telephone:    +(852) 2804 8505
Office: RHB 406
Academic Qualifications
  • Ph.D. in Creative Media, City University of Hong Kong,
  • M.A. in Media Cultures (with distinction), City University of Hong Kong,
Courses Taught
  • Value-driven Innovation and Creativity
  • Internet and Social Media Marketing
  • Principles and Practice of Management
Selected Publications
  1. Li, R., & Lin. J. (2026). From the “unlikely creative class” to “participatory exploitation”: MCNs and the evolution of Chinese wanghong production. In the Oxford Handbook of Chinese Digital Media. Oxford University Press (New York).
  2. Li, R., & Abidin, C. (2025). The nesting strategies of e-commerce wanghong: promotional temporalities in online shopping festivals on Chinese platforms. Social Media + Society, 11(2), 20563051251349742. https://doi.org/10.1177/20563051251349742
  3. Li, R., Jiang, L. and Wagner, C. (2025), “Balancing self-representation and self-commodification: how influencers transform social media fame and authenticity into e-commerce sales in China”, Internet Research. https://doi.org/10.1108/INTR-03-2024-0511
  4. Li, R. (2018). The secret of internet celebrities: a qualitative study of online opinion leaders on Weibo. In Proceedings of the 51st Hawaii International Conference on System Sciences.
Research Interests
  • Influencer Marketing
  • E-commerce wanghong
  • Platform governance
  • Digital Labour