Research Interests:
Brand Communication; Consumer Behavior in Marketing Communication Computer-Mediated Self-presentation; Social Psychology of Computer Mediated Communication and Social Media.

Refereed Journal Article:

Li, Z. (2014, December). Analysis of characteristic of word-of-mouth communication in a context of consumption Society. Youth Journalist, 92-93.

Li, Z. (2014, October). Discussion of the current situation and marketing dilemma of Chinese films on the basis of the long tail theory. Modern Marketing, 50-51.

Li, Z. (2011, July). A brief analysis of development trends of TV investigative report in China, from the viewpoint of selected topics. China Newspaper Industry, 31-32.

Li Zongya (2011, April). On the social responsibility of journalists in current marketized environment. China Newspaper Industry, 7-8.

Li, Z. (2011, March). On protection of copyright of television program formats. Theory Research, 119-121.

Conferences:

Zongya Li& Yiyi Yin(2017). Attractiveness, Expertise and Closeness: The Effect of Source Credibility of the First Lady as Political Endorser on Social Media in China. Paper presented at the 67th Annual International Communication Association (ICA) Conference, San diego, United States of America, May 25-29, 2017.

Zongya Li, Ven-hwei Lo, Hung-yi Lu, & Ran Wei (2017). The impact of Information processing strategies and political discussion on game knowledge and substance knowledge. Paper presented at Chinese Communication Society (CCS), Taiwan, June 24-25, 2017.

Sojung Kim & Zongya Li (2017). Hedonic Consumers’ Shopping Process in Social Media Platforms. Paper presented at 3rd World Conference on Media & Mass Communication, Kuala Lumpur, Malaysia, April 20-22, 2017.