{"id":103150,"date":"2024-09-10T15:12:24","date_gmt":"2024-09-10T19:12:24","guid":{"rendered":"https:\/\/adpr.utk.edu\/?page_id=103150"},"modified":"2026-07-28T11:57:52","modified_gmt":"2026-07-28T15:57:52","slug":"sitan-li","status":"publish","type":"page","link":"https:\/\/cci.utk.edu\/adpr\/sitan-li\/","title":{"rendered":"Sitan Li"},"content":{"rendered":"\n
\n

Sitan Li<\/h1>\n\n\n\n

Assistant Professor<\/p>\n<\/div>\n\n\n\n

\n
\n
\n
\"Sitan<\/figure>\n\n\n\n
\n
\n

Contact Information<\/strong><\/p>\n<\/div>\n\n\n\n

\n

stanli@utk.edu<\/a><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

\n

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. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

His research has appeared in the Journal of Advertising Research, Journal of Interactive Advertising<\/em>, Journal of Marketing Communications<\/em>, Telematics and Informatics<\/em>, Computers in Human Behavior<\/em>, 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.<\/p>\n\n\n\n

\n

Education<\/div><\/h2>
\n

<\/p>\n\n\n\n

    \n
  • PhD, Advertising, University of Texas at Austin, 2024 <\/li>\n\n\n\n
  • MSc, Social Psychology, University of Edinburgh, 2020 <\/li>\n\n\n\n
  • BEcon, Guanghua School of Management, Peking University, 2017<\/li>\n<\/ul>\n<\/div><\/section><\/div>\n\n\n\n

    Research Interests<\/div><\/h2>
    \n

    <\/p>\n\n\n\n

      \n
    • Social media<\/li>\n\n\n\n
    • Virtual influencers<\/li>\n\n\n\n
    • Sonic branding<\/li>\n\n\n\n
    • Streaming services<\/li>\n\n\n\n
    • Product placement<\/li>\n<\/ul>\n<\/div><\/section><\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

      Sitan Li Assistant Professor Contact Information 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 […]<\/p>\n","protected":false},"author":7,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"no-title","meta":{"inline_featured_image":false,"footnotes":""},"class_list":["post-103150","page","type-page","status-publish","hentry"],"yoast_head":"\nSitan Li - Tombras School of Advertising & Public Relations<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cci.utk.edu\/adpr\/sitan-li\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sitan Li - Tombras School of Advertising & Public Relations\" \/>\n<meta property=\"og:description\" content=\"Sitan Li Assistant Professor Contact Information 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 […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cci.utk.edu\/adpr\/sitan-li\/\" \/>\n<meta property=\"og:site_name\" content=\"Tombras School of Advertising & Public Relations\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-28T15:57:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cci.utk.edu\/adpr\/wp-content\/uploads\/sites\/5\/2024\/08\/8-23-24_Sitan-Stan-Li_01-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"740\" \/>\n\t<meta property=\"og:image:height\" content=\"960\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/sitan-li\\\/\",\"url\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/sitan-li\\\/\",\"name\":\"Sitan Li - Tombras School of Advertising & Public Relations\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/sitan-li\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/sitan-li\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2024\\\/08\\\/8-23-24_Sitan-Stan-Li_01-1.jpg\",\"datePublished\":\"2024-09-10T19:12:24+00:00\",\"dateModified\":\"2026-07-28T15:57:52+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/sitan-li\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/sitan-li\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/sitan-li\\\/#primaryimage\",\"url\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2024\\\/08\\\/8-23-24_Sitan-Stan-Li_01-1.jpg\",\"contentUrl\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2024\\\/08\\\/8-23-24_Sitan-Stan-Li_01-1.jpg\",\"width\":740,\"height\":960,\"caption\":\"Sitan \\\"Stan\\\" Li\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/sitan-li\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Sitan Li\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/#website\",\"url\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/\",\"name\":\"Tombras School of Advertising & Public Relations\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/cci.utk.edu\\\/adpr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Sitan Li - Tombras School of Advertising & Public Relations","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/cci.utk.edu\/adpr\/sitan-li\/","og_locale":"en_US","og_type":"article","og_title":"Sitan Li - Tombras School of Advertising & Public Relations","og_description":"Sitan Li Assistant Professor Contact Information 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 […]","og_url":"https:\/\/cci.utk.edu\/adpr\/sitan-li\/","og_site_name":"Tombras School of Advertising & Public Relations","article_modified_time":"2026-07-28T15:57:52+00:00","og_image":[{"width":740,"height":960,"url":"https:\/\/cci.utk.edu\/adpr\/wp-content\/uploads\/sites\/5\/2024\/08\/8-23-24_Sitan-Stan-Li_01-1.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/cci.utk.edu\/adpr\/sitan-li\/","url":"https:\/\/cci.utk.edu\/adpr\/sitan-li\/","name":"Sitan Li - Tombras School of Advertising & Public Relations","isPartOf":{"@id":"https:\/\/cci.utk.edu\/adpr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/cci.utk.edu\/adpr\/sitan-li\/#primaryimage"},"image":{"@id":"https:\/\/cci.utk.edu\/adpr\/sitan-li\/#primaryimage"},"thumbnailUrl":"https:\/\/cci.utk.edu\/adpr\/wp-content\/uploads\/sites\/5\/2024\/08\/8-23-24_Sitan-Stan-Li_01-1.jpg","datePublished":"2024-09-10T19:12:24+00:00","dateModified":"2026-07-28T15:57:52+00:00","breadcrumb":{"@id":"https:\/\/cci.utk.edu\/adpr\/sitan-li\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/cci.utk.edu\/adpr\/sitan-li\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/cci.utk.edu\/adpr\/sitan-li\/#primaryimage","url":"https:\/\/cci.utk.edu\/adpr\/wp-content\/uploads\/sites\/5\/2024\/08\/8-23-24_Sitan-Stan-Li_01-1.jpg","contentUrl":"https:\/\/cci.utk.edu\/adpr\/wp-content\/uploads\/sites\/5\/2024\/08\/8-23-24_Sitan-Stan-Li_01-1.jpg","width":740,"height":960,"caption":"Sitan \"Stan\" Li"},{"@type":"BreadcrumbList","@id":"https:\/\/cci.utk.edu\/adpr\/sitan-li\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/cci.utk.edu\/adpr\/"},{"@type":"ListItem","position":2,"name":"Sitan Li"}]},{"@type":"WebSite","@id":"https:\/\/cci.utk.edu\/adpr\/#website","url":"https:\/\/cci.utk.edu\/adpr\/","name":"Tombras School of Advertising & Public Relations","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/cci.utk.edu\/adpr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/cci.utk.edu\/adpr\/wp-json\/wp\/v2\/pages\/103150","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cci.utk.edu\/adpr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/cci.utk.edu\/adpr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/cci.utk.edu\/adpr\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/cci.utk.edu\/adpr\/wp-json\/wp\/v2\/comments?post=103150"}],"version-history":[{"count":1,"href":"https:\/\/cci.utk.edu\/adpr\/wp-json\/wp\/v2\/pages\/103150\/revisions"}],"predecessor-version":[{"id":106251,"href":"https:\/\/cci.utk.edu\/adpr\/wp-json\/wp\/v2\/pages\/103150\/revisions\/106251"}],"wp:attachment":[{"href":"https:\/\/cci.utk.edu\/adpr\/wp-json\/wp\/v2\/media?parent=103150"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}