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H. Alice Li

Business, Management and Accounting · The Ohio State University

OpenAlex ORCID
Mid career · publishing since 2013Rising activity
Consumer Market Behavior and PricingDigital Marketing and Social MediaConsumer Behavior in Brand Consumption and IdentificationDigital Platforms and EconomicsConsumer Retail Behavior Studies

Publications

30

Citations

2,038

Est. group size

~2

Recurring co-author estimate

Active years

13

Publishing since 2013

Research summary
AI-generated

H. Alice Li studies digital marketing and how businesses use online channels, data, and text analysis to understand and influence consumer behavior. Recent work covers topics like converting free software users to paying customers, optimizing digital advertising and free-sample strategies, and using computational text analysis to study marketing messages and customer decision journeys. The research combines marketing strategy questions with quantitative and text-based analytical methods.

Digital marketing and advertisingText analysis methods for marketing researchConsumer decision-making and purchase pathsDigital products, subscriptions, and pricing strategyIndustry 4.0 and digital transformation in business

Publication output has grown substantially over the last decade, rising from about one paper per year in 2017-2019 to a peak of nine in 2024, indicating an increasingly active recent research pace.

Generated by claude-sonnet-5 from public bibliographic data · Jul 20, 2026

Publication cadence
Publications per year over the last 10 years — averaging 3.8/year recently
2017: 1 publication172018: 1 publication182019: 1 publication192020: 2 publications20212022: 2 publications222023: 5 publications232024: 9 publications9242025: 3 publications2526
Recent publications
Publishes in
  • SSRN Electronic Journal×10
  • Production and Operations Management×4
  • Journal of Marketing Research×2
  • Marketing Science×2
  • International Journal of Research in Marketing×1
Similar researchers
By research-topic overlap
  • Shibo Li

    Business, Management and Accounting · Indiana University

  • Jeffrey P. Dotson

    Business, Management and Accounting · The Ohio State University

  • Yu Jeffrey Hu

    Business, Management and Accounting · Purdue University West Lafayette

  • Mohammad Saifur Rahman

    Business, Management and Accounting · Purdue University West Lafayette

  • Siddhartha Sharma

    Business, Management and Accounting · Indiana University

This profile was generated automatically from public scholarly data (OpenAlex). Group size and activity levels are estimates derived from co-authorship patterns.

Last updated Jul 19, 2026.

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