LI Yiwei, Victor 李宜威

Education

BBA, M.S. (Marketing); PhD (Marketing) CUHK

Research Interests

Methodologies: Field experiment, Applied econometrics, Bayesian statistics, Machine learning

Topics: Social network, Influencer marketing, Crowdfunding, Mobile marketing, Word of mouth, Behavioral economics

Teaching

Microeconomics for Business, e-Marketing, Big Data Marketing (MScMIB)

Selected Publications

Xin Liu, Ka Lok Pang, Yiwei Li, Zhiya Zuo, Dan Tian, and Jiang Li (2026), "Farther Apart, Faltering Partnerships? The Impact of Geographical Separation on Research Collaboration", Research Policy, 55(9), 105604

Lei Su*, Jaideep Sengupta*, Yiwei Li*, and Fangyuan Chen (2024), "'Want' versus 'Need': How Linguistic Framing Influences Responses to Crowdfunding Appeals", Journal of Consumer Research, 50 (5), 923-944 (* contributed equally)

Zhuanlan Sun*, C. Clark Cao*, Sheng Liu*, Yiwei Li#, and Chao Ma (2024)#, “Behavioral Consequences of Second-Person Pronouns in Written Communications between Authors and Reviewers of Scientific Papers”, Nature Communications,15, 152 (* contributed equally; # corresponding authors)

Jayson S. Jia*, Yiwei Li*, Sheng Liu, Nicholas Christakis, and Jianmin Jia (2023), “Emergency Communications after Earthquake Reveal Social Network Backbone of Important Ties”, PNAS Nexus, 2(11), pgad358 (* contributed equally)

Kao Si, Yiwei Li, Chao Ma, and Feng Guo (2023), "Affiliation Bias in Peer Review and the Gender Gap", Research Policy, 52 (7), 104797

Xinyuan Chen, Yiwei Li, Xiangnan Feng, and Joseph T. Chang (2023), "Variational Bayesian Analysis of Non-Homogeneous Hidden Markov Models with Long and Ultra-Long Sequences", Annals of Applied Statistics, 17(2), 1615-1640

Fine Leung, Fang Gu, Yiwei Li, Jonathan Zhang, and Robert Palmatier (2022), “Influencer Marketing Effectiveness”, Journal of Marketing, 86(6), 93-115
 

Fine Leung, Jonathan Zhang, Fang Gu, Yiwei Li, and Robert Palmatier (2022), “Does Influencer Marketing Really Pay Off?”, Harvard Business Review, November

Jayson S. Jia*, Yiwei Li*, Xin Lu, Yijian Ning, Nicholas Christakis, and Jianmin Jia* (2021), “Triadic Embeddedness Structure in Family Networks Predicts Mobile Communication Response to a Sudden Natural Disaster”, Nature Communications, 12, 4286 (* contributed equally)

Yuho Chung, Yiwei Li, and Jianmin Jia (2021), "Exploring Embeddedness, Centrality, and Social Influence on Backer Behavior: The Role of Backer Networks in Crowdfunding", Journal of the Academy of Marketing Science, 49(5), 925-946

Chao Ma, Yiwei Li, Feng Guo, and Kao Si (2019), “The Citation Trap: Papers Published at Year-End Receive Systematically Fewer Citations”, Journal of Economic Behavior & Organization,166, 667-687

Other Publications

Jie Wang, Dongjin He, Yiwei Li, and Yuwei Jiang (2026), "Exploring the Impact of Inter-text Space on Consumer Reactions in Firm-customer Communication”, Journal of Business Research, 210, 116111.

Yanlan Kang, Chenwei Zhang, Zhuanlan Sun, and Yiwei Li (2025). "Investigating the Effect of Publication Text Similarity between Reviewers and Authors on the Rigor of Peer Review: An Intellectual Proximity Perspective”, Journal of Informetrics, 19(3), 101709.

Zhuanlan Sun, Chenwei Zhang, Ka Lok Pang, Ying Tang, and Yiwei Li (2024), “Do Changes in Journal Rank Influence Publication Output? Evidence from China”, Scientometrics, 129(11), 7035-7054.

Zhuanlan Sun, Dongjin He, and Yiwei Li (2024), “How the Readability of Manuscript before Journal Submission Advantages Peer Review Process: Evidence from Biomedical Scientific Publications”, Journal of Informetrics, 18(3), 101547.

Chao Ma, Yiwei Li, Wenxin Jiang, and Xing Zhang (2024), "Pandemic Exposure and Long-run Psychological Well-being", Economic Inquiry, 62(1), 39-55.
 

Zhuanlan Sun, Ka Lok Pang, and Yiwei Li (2024), “The Fading of Status Bias during the Open Peer Review Process”, Journal of Informetrics, 18(3), 101528.

Zhuanlan Sun, C. Clark Cao, Chao Ma, and Yiwei Li (2023), "The Academic Status of Reviewers Predicts Their Language Use", Journal of Informetrics,17(4), 101449.

Zhuanlan Sun, Sheng Liu, Yiwei Li, and Chao Ma (2023), "Expedited Editorial Decision in COVID-19 Pandemic", Journal of Informetrics, 17(1), 101382.

Ge Xu, Xiangnan Feng, Yiwei Li, and Jianmin Jia (2022), "Mediation Effects of Online Public Attention on the Relationship Between Air Pollution and Precautionary Behavior", Journal of Management Science and Engineering, 7(1), 159-172

Xiangnan Feng, Yiwei Li, Xiaolin Lin, and Yijian Ning (2020). “Mobile Targeting in Industrial Marketing: Connecting with the Right Businesses”, Industrial Marketing Management, 86, 65-76

Ge Xu, Xiangnan Feng, Yiwei Li, Xiaohong Chen, and Jianmin Jia (2017), "Environmental Risk Perception and Its Influence on Well-being" Chinese Management Studies, 11(1), 35-50

馬超, 李宜威, 賈建民, & 閆雪淩 (2021). 高低收入階層膳食健康上的不平等及其分解——"口味無爭辯"?. 管理科學學報, 24(1), 50-70

曹煒威, 劉聖, 李宜威, & 賈建民 (2020). 結伴出行推動消費升級 : 基於鐵路大數據的分析. 管理科學學報, 23(2), 18-38

徐戈, 馮項楠, 李宜威, 陳曉紅, & 賈建民 (2017). 霧霾感知風險與公眾應對行為的實證分析. 管理科學學報, 20(9), 1-14

Selected Grants

General Research Fund Grant (Reference: 13502424), Hong Kong Research Grants Council, "Leveraging Influencer Networks for Successful Event Marketing", Principal Investigator (HK$ 587,000), 2025-2026

General Research Fund Grant (Reference: 13503323), Hong Kong Research Grants Council, "Social CRM: A Coupled Nonhomogeneous Hidden Markov Model Approach", Principal Investigator (HK$ 264,989), 2024-2025

General Research Fund Grant (Reference: 15506323), Hong Kong Research Grants Council, "Beauty in Averageness: Influencer Marketing Spend and Content Creativity", Co-Investigator (HK$ 560,131), 2024-2026

General Program Fund (Reference: 72271060), National Natural Science Foundation of China (NSFC), "Nonhomogeneous Hidden Markov Models with Massive Behavioral Sequences: Modeling, Variational Bayesian Inference and Applications in Mobile Marketing", Co-lnvestigator (RMB $470,000), 2023-2026

Young Scientists Fund (Reference: 71802166), National Natural Science Foundation of China (NSFC), "Empirical Studies on Social Influence in Online Crowdfunding", Co-Investigator (RMB $190,000), 2019-2021

General Research Fund Grant (Reference: 14505217), Hong Kong Research Grants Council, "Field Studies on Phishing Susceptibility in Mobile Social Networks", Co-Investigator (HK$ 748,071), 2018-2020

General Research Fund Grant (Reference: 14521316), Hong Kong Research Grants Council, "The Dynamics of Social Influence on a Crowdfunding Platform", Co-Investigator (HK$ 310,500), 2017-2019