Hongxiu Li is an assistant professor (tenure track) in Business Data Analysis at the Unit of Information and Knowledge Management in the Faculty of Management and Business, Tampere University. She holds a PhD in Economics & Business Administration from the University of Turku in the field of Information Systems. Her primary research interests focus on user behavior, digital/innovative services, social media, and big data. Particularly, she is interested in discovering how value can be extracted from digital services as well as big data. Her research has been published in journals such as Information Systems Journal, European Journal of Information Systems, Computers in Human Behavior, Computer & Education, Decision Support Systems, Tourism Management, Information & Management, and PLOS ONE.