This research stream focuses on the effective and ethical use of the Internet for marketing purposes. I am particularly interested in the effective use of social media marketing and the impact and proper management of consumer reviews. Below is a select list of my publications in this area.
Liu-Thompkins, Yuping, Ewa Maslowska, Yuqing Ren, and Hyejin Kim (in press), “Creating, Meta-Voicing, and Propagating: A Road Map for Understanding User Roles in Computational Advertising,” to appear in Journal of Advertising.
Kordrostami, Elika, Yuping Liu-Thompkins, and Vahid Rahmani (in press), “Investigating the Influence of Regulatory Focus on the Efficacy of Online review Volume Versus Valence,” to appear in European Journal of Marketing.
Mann, Manveer and Yuping Liu-Thompkins (2019), “Shopping Online? The Role of Imagination and Gender,” European Journal of Marketing, 53 (12), 2604-2628.
Liu-Thompkins, Yuping (2019), “A Decade of Online Advertising Research: What We Learned and What We Need to Know,” Journal of Advertising, 48 (1), 1-13.
*Lead article in issue. Selected as an influential article published in Journal of Advertising in 2019.
Gensler, Sonja, Franziska Volckner, Yuping Liu-Thompkins, and Caroline Wiertz (2013), “Managing Brands in the Social Media Environment,” Journal of Interactive Marketing, 27 (4), 242-256.
*Lead article in issue, winner of Emerald 2016 Citations of Excellence Award, Elsevier 2016 Top 5 Most Downloaded Marketing Articles, and runner-up for Journal of Interactive Marketing 2014 Best Paper Award.
Liu-Thompkins, Yuping (2012), “Seeding Viral Content: Lessons from the Diffusion of Online Videos,” Journal of Advertising Research, 52 (4), 465-478.
*Winner of Journal of Advertising Research 2013 Best Paper Award.
Liu-Thompkins, Yuping (2012), “Engaging Consumers in Online Advertising: The Central Role of Perceived Value,” Journal of New Communications Research, 5 (2011 Anthology), 77-93.
Liu-Thompkins, Yuping and Michelle Rogerson (2012), “Rising to Stardom: An Empirical Investigation of the Diffusion of User-Genernated Content,” Journal of Interactive Marketing, 26 (2), 71-82.
Liu-Thompkins, Yuping (2012), “Online Advertising: A Cross-Cultural Synthesis,” in Handbook of Research on International Advertising, eds. Shintaro Okazaki, Cheltenham, UK: Edward Elgar Publishing, p.303-324.
Liu, Yuping and L. J. Shrum (2009), “A Dual-Process Model of Interactivity Effects,” Journal of Advertising, 38 (2), 53-68.
Liu, Yuping and Yvette Pearson (2008), “Direct-to-Consumer Marketing of Predictive Medical Genetic Tests: Assessment of Current Practices and Policy Recommendations,” Journal of Public Policy & Marketing, 27 (2), 131-148.
Liu, Yuping (2007), “Online Interaction Readiness: Conceptualization and Measurement,” Journal of Customer Behaviour, 6 (3), 283-299.
Maurer, Steven and Yuping Liu (2007), “Developing Effective E-Recruiting Websites: Insights for Managers from Marketers,” Business Horizons, 50 (4) , 305-314.
Liu, Yuping (2003), “Developing a Scale to Measure the Interactivity of Web Sites,” Journal of Advertising Research, 43 (2), 207-216.
Liu, Yuping and L. J. Shrum (2002), “What is Interactivity and is it always such a good thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness,” Journal of Advertising, 31 (4), 53-64.