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Shuge Li

Shuge Li

PhD Student
Faculty of Business
School of Marketing

Shuge Li is a first-year PhD student in the School of Marketing at the University of New South Wales (UNSW). She holds a Bachelor of Business from the University of Technology Sydney, with majors in Accounting and Management, and two master’s degrees from UNSW – a Master of Commerce and a Master of Pre-Doctoral Business Studies, both in Marketing and both honored the Dean’s award.

Shuge’s research focuses on sustainability in marketing. Her doctoral work examines sustainability-related policies and their implications from marketing perspectives for green product consumption and supply chain configuration, utilizing real-world data and econometric models. Her ongoing projects reflect her broad research interests, including social media, advertising effectiveness measurement, and climate change communication.

She is an active contributor to the academic community, presenting her research at major conferences such as the ISMS Marketing Science Conference and teaching courses at UNSW. Her dedication to academic excellence has been recognized through prestigious scholarships, including the Master of Pre-Doctoral Business Studies (MPDBS) and the University International Postgraduate Award (UIPA).
Email

shuge.li@unsw.edu.au

    • Septianto, F., Kemper, J. A., Quang, H. P., Li, S., & Kwon, J., 2022. The impact of social media visual features on acceptance of meat substitute. International Journal of Market Research, 64(6), 756-772.  
    • Li, S., Kim, S., & Dong M.C., 2024. The Effect of Femvertising on Consumption: A Case Study of Always Campaign
    • Li, S., Quang, H.P., Kwon, J., Septianto F., 2022. Negative Imagery Framing for Advertising Climate Change on Social Media: The Moderating Role of Warm, Saturated, and Bright Color
    • Septianto, F., Li, S., Quang, H. P., & Kwon, J., 2021. The Role of Perspective-Taking in Driving Public Engagement with Environmental Nonprofits
    • Li, S., Kim, S., & Dong MC, 2024. The Effect of Femvertising on Consumption: A Case Study of Always Campaign, the 46th ISMS Marketing Science Conference, University of New South Wales, June 27-29, 2024.
    • Li, S., Quang, H.P., Kwon, J., Septianto F., 2022. Negative Imagery Framing for Advertising Climate Change on Social Media: The Moderating Role of Warm, Saturated, and Bright Color, the 44th ISMS Marketing Science Conference, University of Chicago, June 16-18, 2022

2024

  • University International Postgraduate Award (UIPA) Scholarship

2023

  • The UNSW Business School Dean’s Award for Academic Excellence
  • Master of Pre-Doctoral Business Studies (MPDBS) Scholarship

2021

  • The UNSW Business School Dean’s Award for Academic Excellence

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  • MARK5826 Product Analytics 
  • MARK5828 Advertising Analytics