On 3 July 2025, Dr. Li Shibo, Professor of Marketing at Kelley School of Business at Indiana University, USA, was invited to the School of Business (MSB) of Macau University of Science and Technology (MUST), to deliver an academic seminar titled “Perceived Connections and Consumer Engagement Concentration in Serialized Content”. 50 faculty members and students attended the seminar, Professor Li enhanced participants’ understanding of the marketing profession through clear and accessible explanations, bringing new vitality and momentum to the development of the field.
Group photo of Professor Li Shibo (second from right in the front row) with faculty members and students attending the lecture
During the seminar, Professor Li Shibo started with “serialization” to analyze how consumer engagement is formed in the creator economy when there is uncertainty about content quality. He also suggested that the free reading model and its update frequency facilitated consumers’ “perceived content connectivity”, thereby remarkably increasing consumer engagement and strengthening the monopoly of popular content. This research provides a scientific quantitative decision-making framework for building a sustainable content ecosystem, which has important practical implications. In the subsequent interactive session, Professor Li combined theory with practice to discuss related topics with participants, such as artificial intelligence (AI) creation, consumer engagement, and research methods. The discussion offered insightful perspectives and expanded participants’ horizons of cutting-edge research in marketing.
Professor Li Shibo shared insights on the topic
Professor Li (left) and Associate Professor Zheng Lei (right) from MSB had discussion on marketing related topic
Professor Li Shibo is currently teaching in the Marketing Department at Kelley School of Business at Indiana University, USA, focusing on research in consumer dynamics, customer relationship management, digital marketing, and AI marketing. His research has been published in numerous top international marketing academic journals, including “Marketing Science”, “Journal of Marketing Research”, “Journal of Marketing”, “Information Systems Research”, and “Journal of the Academy of Marketing Science”.
(Contributed and reviewed by Associate Professor Zheng Lei, format reviewed by Helen Kam)
