https://www.congli.me/about daily 1.0 2025-05-11 https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/1646445892104-LYVLBYQ7N8TUV84OOOR6/Cong+Li+Bio+Photo.JPG About - Hello, My name is Cong Li. I am a seasoned researcher with 20+ years of experience conducting both qualitative and quantitative research. My passion is to use a data-driven approach to solve problems. I have been a UX research lead, a people manager, a college professor, and a news reporter in my career. My educational background includes a Ph.D. in communication and an M.B.A. in international business. In my spare time, I enjoy cooking, traveling, and playing tennis. https://www.congli.me/brand-ethnicity daily 0.75 2023-02-09 https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/1646276752991-8NUMHZWB6DDVRA7Z4XY7/project+flow+image.jpg Brand Ethnicity https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/1646319353993-3INSGCS5OON0A9CJMNK8/Focus+group+participants+profile%402x.jpeg Brand Ethnicity A total of 17 participants took part in the two focus group sessions. Their countries of origin represented 9 countries. https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/1646315774026-12PA05CP0ZLK5NXHUUU6/Survey+scatter+plot.jpeg Brand Ethnicity - Make it stand out User’s Hispanic culture orientations significantly and positively influenced their tendency to choose Hispanic brands (p <.001) https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/1646316157870-R1NEEH6QTMSGAL1QR11P/Drugstore.jpg Brand Ethnicity - The other half experiment participants were presented with two $5 gift cards and asked to pick one to take home https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/1646315981305-AGVOCU5ISKFZ58U27GIC/Dringking+chocolate.jpg Brand Ethnicity - Half experiment participants were presented with two hot chocolate mix brands and asked to pick one to take home https://www.congli.me/projects daily 0.75 2025-05-11 https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/1675741475466-AEN2QTV8CV3DASS4B22B/unsplash-image-spP6LqxN0-g.jpg https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/1675739479518-0EINP9ZK3IBADV4R3HKC/unsplash-image-F0e3AdcwVbM.jpg https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/1675739930227-330J470FXOERGX5L8W25/unsplash-image-OQMZwNd3ThU.jpg https://www.congli.me/contact daily 0.75 2022-10-28 https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/1646447959436-QY56UQFZLQL03MS354QG/Headshot+for+personal+website.JPG Contact - Want to know more about my research? Feel free to connect with me on LinkedIn or send me an email (congli.research@gmail.com). I will be happy to talk to you about my research and other things. https://www.congli.me/publications daily 0.75 2023-02-05 https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/1646368890010-AJD2QNG5FY7FVRY1GDIA/Book+cover+2.jpeg Publications - Effective Advertising Strategies for Your Business This book outlines three fundamental strategies of advertising: standardized, targeted, and individualized. A company’s decision of adopting which strategy should be based on its business proposition and consumer expectations. https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/1646368845874-VCXY4C6WIW7UISYAP1K5/NEW+cover.jpg Publications - Measuring the Impact of Social Media on Business Profit & Success Tobias Keene, D.D.S. Hailing from Richmond, Virginia, Dr. Tobias Keene brings a bit of unabashed Southern hospitality to all his patients. He moved to Washington, D.C. over thirty years ago as a freshman at Ivy College. Right after graduation, he attended World University’s School of Dentistry. Before opening Keene Dental in 1994, he worked for free clinics and some of the finest practices in the District. He is part of the 123 Dental Association and stays up-to-date on the latest dental discoveries. When not striving to keep his patients happy and healthy, he’s enjoys hiking with his family in Rock Creek Park. https://www.congli.me/resume daily 0.75 2025-05-11 https://www.congli.me/contextual-targeting daily 0.75 2023-02-10 https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/b89e232e-0043-47e5-a3c1-caabc1c4901b/Group+2.png Contextual Targeting https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/d635d61c-636f-476a-b7de-a0467ba7b2a6/Group+1.png Contextual Targeting During the 50-day field experiment, half restaurant ads were posted at consumers’ pre-decision stage (i.e., non-meal time) and the other half ads were posted at their decision stage (i.e., meal time). https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/81e5fb3f-3530-42cd-a295-0c91ee9c7386/Group+13.png Contextual Targeting Based on the data, the only significant factor that influenced consumer spending on ordering food delivery via a mobile app was sunshine, suggesting that users are more likely to use an app to order food when there is less sunlight. https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/dfa6f85b-ac76-473e-b21f-76a8508dfe9c/Group+14.png Contextual Targeting The regression analysis results showed that the only significant predictor of consumer spending on dining in was the time factor (dummy-coded with meal time = 1 and non-meal time = 0), suggesting that users are more likely to dine in if they see a restaurant ad at a non-meal time. https://www.congli.me/a-question-of-asking-questions daily 0.75 2023-02-10 https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/5907c630-4b23-4289-ac7a-2a2143827e19/Group+9.png A Question of Asking Questions - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/e902cf88-911c-4259-a62a-c2194ebe5c65/high+quality.png A Question of Asking Questions - This is the high quality ad for paper tissues. This ad has no typos. https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/6d5fa1d9-cc51-4015-976c-373a3761bf42/Group+12.png A Question of Asking Questions - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/fceb279c-0968-496f-a4ce-2db7ccc8340b/Screen+Shot+2023-02-08+at+8.31+1.png A Question of Asking Questions - This is the low quality ad for paper tissues. There are three typos in this ad, including “softmess,“ “youy,” and “combie.“ https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/7fa359cf-e44c-4a2b-8355-29bb5140e193/shot2.png A Question of Asking Questions Users in this research appeared to be most sensitive to paper tissues ads, possibly because the typos in the low quality tissues ad were easier to find, compared to those in other low quality ads. https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/25849599-6124-4144-b1f3-4a9d3e8c199d/screenshot.png A Question of Asking Questions This finding suggests that a “top 2 box” analysis may not be appropriate for longer scales such as 0-100. https://images.squarespace-cdn.com/content/v1/62201cfe5e079c43555fc2fa/358a9b4b-f2f6-45a2-a8fe-f2ba0eb23934/shot+3.png A Question of Asking Questions The scores of Time 2 minus those of Time 1 should be positive if a user saw high quality ads in Time 2 and low quality ads in Time 1, and vice versa.