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Research Publications
On this page, you will find a list of my publications.  Some of the items are available as a PDF file.  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.
 
Forthcoming Publications

Liu, Yuping and Rong Yang (forthcoming), "Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability ," accepted for publication in Journal of Marketing.
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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.
Journal Publications

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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Books and Book Chapters

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.