Bo Li, is an associate professor in Sport Leadership and Management department. He teaches sport administration, sport marketing and sport public relations. His research has been mainly focused on sport digital media and branding. He has previously co-edited the book Sport and the Pandemic: Perspectives on Covid-19’s Impact on the Sport Industry, Sport Administration, and Governance and Administration of Global Sport Business. His research interests lie in the intersection of digital media, mass media, branding, and consumer behaviors. Specifically, my scholarship aims to advance our understanding of how various forms of media are used to connect with customers at different levels. He has authored over 40 peer-reviewed academic manuscripts. His works have been published in leading academic journals including Sport Management Review, Communication & Sport, Journal of Media, Culture, and Society, International Journal of Sport Marketing and Sponsorship, International Journal of Sport Communication, Sport Marketing Quarterly, International Journal of Sport Finance and Journal of Sport Media. (9/18/2024)