Hairong Li is a professor of advertising, core faculty member for the Asian Studies Center, and an expert on China at Michigan State University – an expertise he brings to the Quello Center. His research covers the uses, effects and implications of digital technologies in advertising, communication and marketing. He has received research grants from Marketing Science Institute, Google, WPP, Microsoft, American Academy of Advertising, MSU Foundation, and other sources in recent years. He has published extensively on advertising, communication and marketing. Dr. Li co-founded the Journal of Interactive Advertising in 2000 and served as its editor until 2011. He was a senior visiting scholar at Tsinghua University, co-chair of the American Academy of Advertising 2009 Asia-Pacific Conference in Beijing, chair of the AAA 2004 Publications Committee, and Fulbright Scholar at Nanyang Technological University in Singapore. He has consulted for firms in the areas of advertising, media and branding.