Li Ding is an Assistant Professor in the Department of Marketing and E-Business at Nanjing University School of Business. He received his Ph.D. in Information Systems and Analytics from the National University of Singapore. His primary research areas include digital platform strategies, gamer behavior, fintech, network effects and structures, and the supply, consumption, and monetization of user-generated content. His work has been published in top-tier international journals and conferences such as Information Systems Research (ISR), CIS, WISE, and the POMS Annual Meeting. He has also led research projects funded by the National Natural Science Foundation of China (NSFC). In addition to his research, Li Ding serves as a reviewer for several internationally renowned academic journals and conferences, including Information Systems Research, Information & Management, IEEE Transactions on Engineering Management, Information Systems Journal, International Journal of Electronic Commerce, ICIS, and PACIS. He has also held editorial roles as an Associate Editor at conferences such as ICIS and PACIS.

1、Nanjing University Duxia Teaching Award  2、Undergrad Teaching Award, Second Class, NJU Biz

1. 免费增值模式下用户动态行为与商家最优策略的研究——基于结构建模的方法，国家自然科学基金，青年项目，项目批准号：72402092（2025 年-2027 年，主持）2. 关怀效应与守门效应：员工-AI 算法协作、任务情境与算法透明度对用户反应的影响，国家自然科学基金，面上项目，项目批准号：72372071（2024 年-2027 年，参与）3. 共享平台用户可持续消费行为与平台绩效研究——基于人工智能、机器学习与计量经济学的方法，国家自然科学基金，面上项目，项目批准号：72272075（2023 年-2026年，参与）

1、Li, D., Goh, K.Y., and Heng, C.S., “Strategic Content Generation and Monetization inFinancial Social Media”, Information Systems Research, 2024, forthcoming

1. Li, D. and Goh, K. Y. Optimal pricing of trial and long-term digital content subscriptions:A dynamic structural model. In The 33rd POMS Annual Conference, May 20232. Li, D., Yang, X., and Liu, D. Why do gamers pay? the interplay among a gamer’sbehaviors and optimal marketing campaign planning: a utility-aximization framework.In The 33rd POMS Annual Conference, May 20233. Li, D., Goh, K. Y., and Heng, C. S. Strategic content generation and monetization infinancial social media. In Workshop on Information Systems and Economics, Dec. 20204. Li, D., Chen, N., and Goh, K. Y. Selling information when attention is limited: An em-pirical analysis of an online investment advisory platform. In Proceedings of the 40thInternational Conference on Information Systems, Dec. 20195. Li, D., Goh, K. Y., and Heng, C. S. Price Competition and Demand for Online Content:Uncovering the Role of Content Differentiation and Network Structure. In Proceedingsof the 38th International Conference on Information Systems, Dec. 20186. Li, D., Goh, K. Y., and Heng, C. S. Monetizing User-Generated Content in FinTech: An Em-pirical Study of a Social Investing Site. In Proceedings of the 37th International Conferenceon Information Systems, Dec. 2017