Archive for the Word of Mouth Category

User-Generated Content Study

I am currently working with Michelle Rogerson on a research project studying the rise of popular user-generated content online. In particular, we are interested in identifying the reasons why some content (such as some YouTube videos; see Top 10 YouTube videos) gain star status, whereas others are barely paid any attention to. We surmise that [...]

Best Practice — American Express Members Project

American Express Members Project is a great way to engage customers.

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Connect with Yuping

About Yuping

Yuping Liu-Thompkins, Ph.D. is Associate Professor of Marketing & E. V. Williams Faculty Fellow at Old Dominion University, and a 2010 Fellow of Society for New Communications Research. Dr. Liu-Thompkins is an expert on Internet marketing and customer loyalty. Her work has been published in a wide variety of journals. She is also an editorial review board member for Journal of Marketing Communications. More information about Dr. Liu-Thompkins can be found in her curriculum vitae (PDF).

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