Zongchao "Cathy" Li
Associate Professor, Public Relations
Monday, 3-5 PM and by appointment.
Zongchao Cathy Li, Ph.D. is an associate professor of public relations at School of Journalism and Mass Communications. Her research centers on how new media have changed the interactions between organizations and users, between technologies and users, and among network users themselves. She is particularly interested in studying the relationships between emotive and psychological variables and consumer behavioral outcomes.
Dr. Li specializes in research methods, data analytics, social media measurement and evaluations. She teaches undergraduate and graduate courses on research methodology, social media and web analytics. Her research has been published in several top refereed journals. She is also the author of several book chapters on new media and public relations measurement.