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Indiana University Bloomington

Doctoral Programs

1960 Notable

From 1960-2013, we prepared nearly 1,200 men and women
for rewarding academic careers — that’s more than any other university.

Alice Li

Contact Information

(812) 856-1429
aliceli [at] indiana [dot] edu (E-mail)
Business School

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  • Assistant Professor of Marketing


  • Bloomington


  • Ph.D., University of Maryland, 2014
  • M.S., University of Illinois, Urbana-Champaign, 2009
  • B.S., Renmin University of China, 2007

Professional Experience

  • Kelley School of Business, Indiana University, 2014-present

Awards, Honors & Certifications

  • American Academy of Advertising Dissertation Proposal Award, 2014
  • MSI Alden G. Clayton Dissertation Proposal Competition Winner, 2014
  • Marvin A. Jolson Outstanding Marketing Doctoral Student Award, University of Maryland, 2013
  • Best Paper/Presentation at the Haring Symposium, Kelley School of Business, Indiana University, 2013
  • MSI Research Grant Award for proposal with P.K. Kannan, December, 2010
  • Dean's Research Fellowship, University of Maryland, 2010-2013
  • Brockson Fellowship, University of Illinois, 2008-2009
  • Outstanding Student in Beijing City, 2007
  • Special National Scholarship of Excellent Study Performance, 2006
  • Outstanding Student of Renmin University of China, 2004
  • Australian Pure Land Learning College Scholarship, 2003-2005
  • Tsang Hin-chi Excellent Student Scholarship, 2003-2006

Professional Interests

Attribution Models, Multi-channel Marketing, Marketing Resource Allocation Strategies, Customer Relationship Management, Social Media, E-Commerce

Personal Interests

Kayaking, movies


Li joined the Marketing Department at the Kelley School of Business in Fall 2014. She earned her Ph.D. degree at the University of Maryland - College Park. Her primary research areas include attribution models, marketing resource allocation, multichannel marketing, and customer relationship management. She has worked with Marriott International and Adobe Systems to develop statistical models in the context of attribution models and multichannel marketing. Her dissertation has won the MSI Alden G. Clayton Dissertation Proposal Competition and the American Academy of Advertising Dissertation Proposal Award in 2014. She won the Best Paper award at the Haring Symposium hosted by the Marketing Department at Kelley School of Business in 2013. Her research has been published at Journal of Marketing Research.

Selected Publications

  • Li, Hongshuang (Alice) and P.K. Kannan (2014), "Attributing Conversions in Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment," Journal of Marketing Research, Vol. 51 (February), pp. 40-56.