Sitan “Stan” Li

Assistant Professor

stanli@utk.edu

Stan Li is an assistant professor at the Tombras School of Advertising and Public Relations. He investigates how consumers respond to the digital transformation of advertising on technology-enabled emerging platforms. His first research stream is social media influencers’ multisensory endorsements and immersive experiences, focusing on virtual humans, mixed reality, and sonic branding. His second expertise centers around the impact of streaming services and product placement on the consumer attention economy. His research has appeared in the Journal of Advertising Research, Journal of Interactive Advertising, Journal of Marketing Communications, Telematics and Informatics, Computers in Human Behavior, among others. He presented in national and international communication and marketing conferences and the Advertising Research Foundation (ARF) JAR Insights Studio. His work won the Top Special Topics Paper Award at the Association for Education in Journalism and Mass Communication (AEJMC) Advertising Division.

Education

• PhD, Advertising, University of Texas at Austin, 2024
• MSc, Social Psychology, University of Edinburgh, 2020
• BEcon, Guanghua School of Management, Peking University, 2017

Research Interests

• Social media
• Virtual influencers
• Sonic branding
• Streaming services
• Product placement