CV

Yiming Li is a Postdoctoral Researcher at the Marketing and Analytics Institute of the University of Lucerne. She holds a Ph.D. in Business Analytics from the University of Lausanne (Switzerland) and a Master’s degree in Consumer Affairs from the Technical University of Munich (Germany).

Her research focuses on the intersection of digital marketing and data science, covering topics such as online consumer reviews, social media, and unstructured data analysis (e.g., text, image, and video). During her Ph.D. studies, Yiming Li examined the effect of textual paralanguage in digital communication, exploring how non-verbal cues like emojis and emoticons influence consumer behavior in online reviews and written conversations. Her research work applies multiple methodological approaches, including experimental design, causal inference, natural language processing and meta-analysis.