Eric Li received his Ph.D. from the Schulich School of Business at York University in 2012. He is currently assistant professor in the Faculty of Management at the University of British Columbia – Okanagan campus where he teaches marketing and qualitative research methods. Eric’s research interests include Asian consumer culture, multicultural marketing and consumption, consumer well-being, online consumer privacy, visual consumption, food consumption, Chinese fashion and consumer culture, and digital marketing and consumption. His work has been published and presented in a number of academic journals such as the Consumption Markets & Culture, the American Behavioral Scientists, the Journal of Strategy and Management, the International Journal of Consumer Studies as well as conferences such as the Association for Consumer Research, the American Marketing Association, Academy of Management Conference, the Global Marketing Conference, and the Consumer Culture Theory Conference.
In 2016, Eric has received CAD64,484 from the Social Science and Humanities Research Council’s (SSHRC) Insight Development Grant (IDG) to support his research project “Engaging Stakeholders in Co-Creating a Sustainable Community: A Study of Rural Communities in B.C. Interior”. Dr. Li also received funding from Mitacs Accelerate Program to support six graduate student internships in the past four years. He is also the founder of the Healthy Living project, a community-based experiential learning project that connect management students with regional community partners such as regional governments, non-profit organizations, and for-profit organizations to promote healthy living.
Keywords: Chinese consumer culture; multicultural consumption; consumer well-being; social media; Chinese fashion; immigrant acculturation