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Joston Gary is a Ph.D. Candidate in Marketing at University of Aveiro (Portugal, EU) and Linköping University (Sweden, EU), Joint Ph.D program in Marketing and Strategy at University of Minho (Portugal, EU). He holds an M.Phil. in Business Administration (Marketing) from the City University of Macau, Macau S.A.R; B.Eng. in Civil Engineering from Chongqing Institute of Engineering, China; B.Sc. in Psychology from JSS Academy of Higher Education and Research, India; B.Sc in Computer Science from University of The People, USA. His research applies quantitative methods in marketing, psychology, and AI, focusing on SEM, machine learning, and cross-cultural studies, particularly on music’s influence on consumer behavior. He has published in Q1 Journals. He has also trained in Business Analytics, Data Science, and Digital Marketing, holding data analysis roles with The Hong Kong Polytechnic University and City University of Macau.
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Identification

Personal identification

Full name
Li Rui

Citation names

  • Li, Rui
  • Joston Gary

Author identifiers

Ciência ID
BD15-C813-93B8
ORCID iD
0009-0002-1874-2056

Email addresses

  • lirui@ua.pt (Professional)

Telephones

Mobile phone
  • (351) 937919346 (Personal)

Addresses

  • DEGIT, Campus Universitário de Santiago, 3810-193, Aveiro, Aveiro, Portugal (Personal)

Websites

Knowledge fields

  • Social Sciences - Economics and Business - Business and Management
  • Social Sciences - Economics and Business - Economics
  • Exact Sciences - Mathematics - Statistics and Probability

Languages

Language Speaking Reading Writing Listening Peer-review
English Advanced (C1) Advanced (C1) Advanced (C1) Upper intermediate (B2) Upper intermediate (B2)
Portuguese Beginner (A1) Beginner (A1) Beginner (A1) Beginner (A1) Beginner (A1)
Chinese Proficiency (C2) Advanced (C1) Advanced (C1) Advanced (C1) Advanced (C1)
Education
Degree Classification
2023/10/03 - 2027/10/03
Ongoing
 PhD in Marketing and Strategy (Doctor of Philosophy)
Universidade de Aveiro Departamento de Economia Gestão Engenharia Industrial e Turismo, Portugal
 Business and Management
2025/02/01 - 2027/02/28
Ongoing
 B.S.C in Computer Scicence (Bachelor)
University of the People, United States
2025/09/01 - 2027/02/01
Ongoing
 PhD in Quant Marketing (Doctor of Philosophy)
Linköpings universitet, Sweden
2023/10/07 - 2026/12/10
Ongoing
 BSc. in Psychology (Bachelor)
JSS Academy of Higher Education and Research, India
 Social Science
2021/08/30 - 2023/07/14
Concluded
 Mphil in Business Administration (Marketing) (Master)
City University of Macau, Macau SAR China
 Business and Management
2017/09/01 - 2021/06/18
Concluded
 B.E.g in Civil Engineering (Specialize - Construction Cost) (Bachelor)
Chongqing Institute of Engineering, China
 Engineering
Affiliation

Science

Category
Host institution 		Employer
2024/11/30 - Current Research Assistant (Research) Universidade de Aveiro Unidade de Investigação em Governança Competitividade e Políticas Públicas, Portugal
Universidade de Aveiro Departamento de Economia Gestão Engenharia Industrial e Turismo, Portugal
2024/11/27 - Current Coordinating Researcher (Research) American Marketing Association, United States
Universidade de Aveiro Departamento de Economia Gestão Engenharia Industrial e Turismo, Portugal
2024/11/01 - Current Coordinating Researcher (Research) The European Consortium of Innovative Universities, Netherlands
Universidade de Aveiro, Portugal

Positions / Appointments

Category
Host institution 		Employer
2023/01/01 - Current Manager of Laboratory, Institute, Museum, Centre or Observatory Chongqing Institute of Engineering, China
Center for Career Capability Development, China
Outputs

Publications

Conference paper
  1. Li, Qiong; Li, Rui; He, Shike. Corresponding author: Li, Qiong. "Analysis on The Current Situation of Social Governance of SmartCities in The Greater Bay Area". Paper presented in 2022 Joint Construction of Emerging Urban Agglomerations—The 5th Guangdong-Hong Kong-Macao Greater Bay Area Postgraduate Forum, Taipa, 2022.
    Published
Journal article
  1. Gary, Joston. "Information push strategies in e-commerce:emotional and cognitive mechanisms shaping purchase decisions: multi-method approaches". Journal of Marketing Analytics (2025): https://doi.org/10.1057/s41270-024-00372-5.
    10.1057/s41270-024-00372-5
  2. Gary, Joston. "Examining the Determinants of User Stickiness in a Mobile Video Application: A Flow Theory Perspective". International Journal of Electronic Commerce Studies 15 4 (2025): https://doi.org/10.7903/ijecs.2414.
    Published • 10.7903/ijecs.2414
  3. Gary, Joston. "Examining the interplay of information, emotions, and behavior: PLS-ANN analysis". Frontiers in Communication 9 (2024): http://dx.doi.org/10.3389/fcomm.2024.1411870.
    Published • 10.3389/fcomm.2024.1411870
  4. Gary, Joston; Zhao, Pengfei; Bao, Zhihao. "Dual-Credit Policy of New Energy Automobiles in China: Corporate Innovation Capability". Sustainability 16 17 (2024): 7504. http://dx.doi.org/10.3390/su16177504.
    10.3390/su16177504
Activities

Association member

Society Organization name Role
2024/11/01 - Current American Marketing Association Research Staff Member
2024/11/01 - Current ECIU - the European Consortium of Innovative Universities Research Staff Member

Committee member

Activity description
Role 		Institution / Organization
2024/11/01 - Current GOVCOPP - Governance, Competitiveness, and Public Policies
Member
 Universidade de Aveiro, Portugal