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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 social networking and user-generated content 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.)
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Shrum, L. J., Tina Lowrey, and Yuping Liu (2009), "Emerging Issues in Advertising Research ," in The SAGE Handbook of Media Processes and Effects, eds. M. B. Oliver and R. Nabi, Thousand Oaks, CA: Sage Publications, p. 299-312. |
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Liu, Yuping and L. J. Shrum (2009), "A Dual-Process Model of Interactivity Effects ," Journal of Advertising, 38 (2), 53-68. |
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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. |
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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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