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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 and social nature of the Internet. My current research projects look at the viral diffusion of information through online social networks and the fundamental changes social media have brought to marketing.

Selected Publications on Internet Marketing
(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.)

Judge, William Q., Yuping Liu-Thompkins, J. Lee Brown, and Chatdanai Pongpatipat (forthcoming), "Differences in Corporate Entrepreneurship across Countries: How National-Level Institutions Affect Entrepreneurial Activity in Multinational Firms ," Entrepreneurship Theory and Practice.
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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 and runner-up for Journal of Interactive Marketing 2014 Best Paper Award.
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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.
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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.
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Pearson, Yvette and Yuping Liu-Thompkins (2012), "Consuming Direct-to-Consumer Genetic Tests: The Role of Genetic Literacy and Knowledge Calibration ," Journal of Public Policy & Marketing, 31 (1), 42-57.
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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.
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Yuping Liu-Thompkins (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.

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.

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 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.
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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 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 (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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