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Internet Marketing Research

This research stream focuses on the effective and ethical use of the Internet to market firms’ products and services. I am particularly interested in the implications of the unique interactive nature of the Internet. Recently, I have also started looking into the fast growing area of virtual worlds such as Second Life and what impact they may have on online marketing.

Sample Publications and Working Papers in this Area
(Please click the title of a publication to download the entire paper, or click the "Read more..." link to view an abstract of the publication.)


Liu, Yuping and L. J. Shrum (forthcoming), "A Dual-Process Model of Interactivity Effects ," accepted for publication in Journal of Advertising.
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Shrum, L. J., Tina Lowrey, and Yuping Liu (forthcoming), "Current Issues in Advertising Research," in Handbook of Media Effects, eds. M. B. Oliver and R. Nabi, Thousand Oaks, CA: Sage Publications.

Liu, Yuping, "Integrating Consumer Preferences into Online Advertising: Drivers of Consumer Tendency to Engage in Online Interaction ," Working Paper #07-01.
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Liu, Yuping and L. J. Shrum (2005), "Rethinking Interactivity: What It Means and Why It May Not Always Be Beneficial," in Advertising, Promotion, and New Media, eds. Marla Stafford and Ronald Faber, Armonk, NY: M. E. Sharpe, p. 103-124.

Liu, Yuping (2007), "Online Interaction Readiness: Conceptualization and Measurement ," Journal of Customer Behaviour, 6 (3), 283-299.
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Maurer, Steven and Yuping Liu (2007), "Developing Effective E-Recruiting Websites: Insights for Managers from Marketers ," Business Horizons, 50 (4) , 305-314.
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Liu, Yuping (2003), "Developing a Scale to Measure the Interactivity of Web Sites ," Journal of Advertising Research, 43 (2), 207-216.
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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.
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