Bo Li
Assistant Professor
Department of Applied Physiology and Sport Management
| Office Location |
3101 University Blvd. |
Education
Ed.D., University of Arkansas
About
Dr. Bo Li is an Assistant Professor of Applied Psychology and Sport Management at 正品蓝导航 University (正品蓝导航). His research interests focus on the intersection of digital media, mass media, branding, and consumer behavior. His scholarship seeks to enhance our understanding of how different forms of media are used to engage consumers across various levels. He is the co-editor of Sport and the Pandemic: Perspectives on COVID-19’s Impact on the Sport Industry, Sport Administration, and Governance and Administration of Global Sport Business.
He has authored over 40 peer-reviewed academic manuscripts, with his work appearing in leading journals such as Sport Management Review, Communication & Sport, Journal of Media, Culture, and Society, International Journal of Sport Marketing and Sponsorship, International Journal of Sport Communication, Sport Marketing Quarterly, International Journal of Sport Finance, and Journal of Sport Media. His article, Tell Me a Story: Exploring Elite Female Athletes’ Self-Presentation via Instagram Stories, was selected as one of the most influential articles of 2021 by the American Academy of Advertising. In addition, Dr. Li currently also serves on the editorial board of the journal Communication & Sport.
Dr. Li previously held sport management faculty positions at Miami University (OH) and St. Ambrose University. Prior to entering academia, Dr. Li held various roles in the sport media and marketing industries. As a former sports journalist, he covered more than 100 sporting events, including the Olympic Games and the FIFA World Cups.
Selected Publications
Books
Pedersen, P. M., Ruihley, B. J. & Li, B. (Eds.) (2020). Sport and pandemic: Perspectives on Covid-19’s impact on the sports industry. London: Routledge.
Ruihley, B. J. & Li, B. (Eds.) (2022). Administration and governance in global sport business. Dubuque, IA: Kendall Hunt Publishing.
Journal Articles
Li, B., Scott, O.K.M., Wang, P., & Mo, J. (2025). Five Rings, Two Worlds: Untangling motivational differences between American and Chinese Customers during the 2020 and 2022 Olympic Games. International Journal of Sport Marketing and Sponsorship.
Su Y., Li, B., Scott, O.K.M, & Wang, J. (2025) Promises, Paradoxes, and Perils: The Current State and Future Directions of Web3 Technologies and Brand Innovation in Sports Business, International Journal of Sport Management and Marketing, 26(2), 229-237.
Li, B., Scott, O. K., Zhao, L., & Jin, S. (2024). Are they really Chinese? Examining Chinese Audiences’ emotions and perceptions toward naturalized athletes at the 2022 Winter Olympics. Communication & Sport, 12(1), 40-62.
Li, B., Naraine, L. M., Zhao, L., & Li, C. (2023). A magic “bullet”: Exploring sports fan usage of on-screen, ephemeral posts during live stream sessions. Communication & Sport, 11(2), 334-355.
Li. B., Scott, O., Sharpe, S., Stokowski, S., & Zhong, Q. (2022). Patriot, expert, or complainer? Exploring athlete’s self-presentation strategies at the 2018 PyeongChang Olympic Games. Sport Marketing Quarterly, 31(3), 228-238.
Li, B., Scott, O., Naraine, L. M. & Ruihley, B., (2021). Tell me a story: Explore elite female athletes’ self-presentation via Instagram Stories. Journal of Interactive Advertising, 21(2), 108-120.
Hutchins, B., Li, B., &Rowe, D. (2019). Over-the-top sport: Live streaming services, changing coverage rights markets, and the growth of media sport portals. Media Culture and Society, 41(7), 975-994.
Li, B., Dittmore, S.W., Scott, O. K. M., Lo, W., & Stokowski, S. (2019). Why we follow: Exploring the differences in users’ motivations for following sport organizations on Twitter and Weibo. Sport Management Review, 22(3), 333-347.