Junxiong  Li

Dr Junxiong Li

Senior Lecturer in Digital Marketing

Key details

Dr Junxiong Li

Senior Lecturer in Digital Marketing

Li has over 10 years of experience in client-side marketing, he brought together the industrial experience from FMCG marketing (Coty Ltd), B2B marketing (Axomic Ltd), FinTech marketing (Alibaba UK Inc.), and Membership marketing (The BMA). 

As an early practitioner of digital marketing in the UK, Li focused on marketing strategies led by customer behaviour, analytics, and insight. Li is specialised in data-driven / evidence-based marketing planning, implementation, and evaluation. He has a particular interest in social media text mining, customer clustering, Bayesian A/B Testing, and behavioural prediction. He worked on a number of transformation projects to deliver an enhanced digital experience for customers, and to grow the effectiveness of corporate communications. 

Li joined the University of Greenwich in his final year of PhD study. He was attracted by the university's commitment to entrepreneurship and student employability. Li aims to bridge the university's research activities with the industry, and to deliver the most up-to-date digital marketing practices back to his students.
Li lives in Surrey with his family, in his spare time he enjoys hiking and steam train modelling with his son.

Responsibilities within the university

  • Managing Direct and Digital Marketing Relationships
  • Direct, Interactive and Digital Marketing

Research / Scholarly interests

  • Factors affecting customer loyalty in e-commerce
  • Ethics in digital marketing, and the prevention of mobile gaming addition for adolescents
  • The effect of digital marketing in trade union membership retention
  • Mobile shopping decision and behaviour

Recent publications


Li, Junxiong , Hallsworth, Alan G., Coca-Stefaniak, J. Andres (2020), The changing grocery shopping behavior of Chinese consumers at the outset of the COVID-19 outbreak. Wiley. In: , , , . Wiley, Tijdschrift voor Economische en Sociale Geografie, 111 (3) . pp. 574-583 ISSN: 0040-747X (Print), 1467-9663 (Online) (doi: https://doi.org/10.1111/tesg.12420) NB Item availability restricted.

Li, Junxiong , Nguyen, Hai, Coca-Stefaniak, J. Andres (2020), Coronavirus impacts on post-pandemic planned travel behaviours. Elsevier. In: , , , . Elsevier, Annals of Tourism Research ISSN: 0160-7383 (Print), (doi: https://doi.org/10.1016/j.annals.2020.102964) NB Item availability restricted.

Conference proceedings

Junxiong, Li and , Gareth, Shaw (2019), Consumer decision making in the use of mobiles for grocery shopping in the UK. In: , , , 26th Recent Advances in Retailing & Services Science Conferenc. , (doi: ).