Ms. Li April Q. 李綺琪女士
Lecturer, Division of Communication
aprillqq@hkbu.edu.hk
3411 3151
Teaching Areas
Course(s) taught:- CRCM2405 Introduction to Media and Communication
- FCQR1400 Data and the Media: The Good, the Bad, and the Ugly
- FREL1401 Interpersonal Communication
- ICMT4065 Intercultural Communication
- MECM2402 Principles and Practices of Media Communication
Research Interests
- Media Psychology
- Consumer Behaviors
- Older Consumers
- Advertising
- Narrative Persuasion
Selected Publications
- Yeo, T. E. D., Chu, T. H., and Li, Q. (2025). How Persuasive is Personalized Advertising? A Meta-Analytic Review of Experimental Evidence of the Effects of Personalization on Ad Effectiveness. Journal of Advertising Research, 1-16. https://doi.org/10.1080/00218499.2025.2467763
- Li, Q. and Chan, K. (2024), Perceived effectiveness of celebrities and online influencers in advertising endorsement among Malaysian young adults, Young Consumers, 26(1), 170-186. https://doi.org/10.1108/YC-05-2024-2076.
- Chan, K. and Li, Q. (2022), Attributes of young adults’ favorite retail shops: a qualitative study, Young Consumers, 23(4), 555-569. https://doi.org/10.1108/YC-01-2022-1442
- Cao, K. H., Li, Q., Liu, Y., & Woo, C. K. (2020). Covid-19’s Adverse Effects on a Stock Market Index. Applied Economics Letters, 1-5.
- Li, Q. (2025). How do older characters featured in short videos influence the communication effects? An experimental study among Chinese older consumers. 2025 IAMCR, Singapore, July 13-17.
- Li, Q. and Liu. Y. (2025). An exploratory study in the effects of media portrayal on older consumers’ evaluations of narrative short videos featuring older characters. 2025 AMS World Marketing Congress, Dijon (France), July 1-4.
- Zhou, S., Li, Q., Leung H.M., Hong M.R., and Huang L.W. (2024). Understanding the Conceptualization, Operationalization, and Persuasive Effects of Interactive Narratives: A Systematic Review. 74th Annual International Communication (ICA) Conference, Gold Coast (Australia), June 20-24.
- Chu, T. H., Yeo, T. E. D., and Li, Q. (2024). The Persuasive Effects of Personalized Advertising: A Meta-Analytic Review. 74th Annual International Communication (ICA) Conference, Gold Coast (Australia), June 20-24.
- Li, Q. (2023). The self-created restriction: How ageing self-stereotype affects Chinese new retirees’ responses to public services ads? 2023 AMS World Marketing Congress, Canterbury (UK), July 11-14.
- Chan, K. and Li, Q. (2022). Apply the motivation-opportunity-ability model to measure the effectiveness of subway advertising, International Conference on Research in Advertising (ICORIA), Prague, June 23-25.
- Wu, Y. and Li, Q. (2022). Online communicative actions for uncertainty management: a study of Chinese immigrants in Hong Kong when facing the policy change, Chinese Internet Research Conference (ICA pre-conference), May 23-24.
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