{"id":1062,"date":"2018-06-11T13:47:26","date_gmt":"2018-06-11T17:47:26","guid":{"rendered":"http:\/\/www.yupingliu.com\/wordpress\/?page_id=1062"},"modified":"2020-08-09T05:02:08","modified_gmt":"2020-08-09T09:02:08","slug":"digital-marketing-research","status":"publish","type":"page","link":"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/","title":{"rendered":"Digital Marketing Research"},"content":{"rendered":"

This research stream focuses on the effective and ethical use of the Internet for marketing purposes. I am particularly interested in the effective use of social media marketing and the impact and proper management of consumer reviews. Below is a select list of my publications in this area.<\/p>\n

Liu-Thompkins, Yuping, Ewa Maslowska, Yuqing Ren, and Hyejin Kim (in press), “Creating, Meta-Voicing, and Propagating: A Road Map for Understanding User Roles in Computational Advertising<\/a>,\u201d to appear in Journal of Advertising<\/strong><\/em>.<\/p>\n

Kordrostami, Elika, Yuping Liu-Thompkins, and Vahid Rahmani (in press), “Investigating the Influence of Regulatory Focus on the Efficacy of Online review Volume Versus Valence<\/a>,” to appear in European Journal of Marketing<\/strong><\/em>.<\/p>\n

Mann, Manveer and Yuping Liu-Thompkins (2019), “Shopping Online? The Role of Imagination and Gender<\/a>,” European Journal of Marketing<\/strong><\/em>, 53 (12), 2604-2628.<\/p>\n

Liu-Thompkins, Yuping (2019), \u201cA Decade of Online Advertising Research: What We Learned and What We Need to Know<\/a>,\u201d Journal of Advertising<\/em><\/strong>, 48 (1), 1-13.
\n*Lead article in issue. Selected as an influential article published in Journal of Advertising in 2019.<\/p>\n

Gensler, Sonja, Franziska Volckner, Yuping Liu-Thompkins, and Caroline Wiertz (2013), “Managing Brands in the Social Media Environment<\/a>,” Journal of Interactive Marketing<\/strong><\/em>, 27 (4), 242-256.
\n*Lead article in issue, winner of Emerald 2016 Citations of Excellence Award, Elsevier 2016 Top 5 Most Downloaded Marketing Articles, and runner-up for Journal of Interactive Marketing 2014 Best Paper Award.<\/p>\n

Liu-Thompkins, Yuping (2012), “Seeding Viral Content: Lessons from the Diffusion of Online Videos<\/a>,” Journal of Advertising Research<\/strong><\/em>, 52 (4), 465-478.
\n*Winner of Journal of Advertising Research 2013 Best Paper Award.<\/p>\n

Liu-Thompkins, Yuping (2012), “Engaging Consumers in Online Advertising: The Central Role of Perceived Value<\/a>,” Journal of New Communications Research<\/strong><\/em>, 5 (2011 Anthology), 77-93.<\/p>\n

Liu-Thompkins, Yuping and Michelle Rogerson (2012), “Rising to Stardom: An Empirical Investigation of the Diffusion of User-Genernated Content<\/a>,” Journal of Interactive Marketing<\/strong><\/em>, 26 (2), 71-82.<\/p>\n

Liu-Thompkins, Yuping (2012), “Online Advertising: A Cross-Cultural Synthesis<\/a>,” in Handbook of Research on International Advertising<\/a><\/strong><\/em>, eds. Shintaro Okazaki, Cheltenham, UK: Edward Elgar Publishing, p.303-324.<\/p>\n

Liu, Yuping and L. J. Shrum (2009), “A Dual-Process Model of Interactivity Effects<\/a>,” Journal of Advertising<\/strong><\/em>, 38 (2), 53-68.<\/p>\n

Liu, Yuping and Yvette Pearson (2008), “Direct-to-Consumer Marketing of Predictive Medical Genetic Tests: Assessment of Current Practices and Policy Recommendations<\/a>,” Journal of Public Policy & Marketing<\/strong><\/em>, 27 (2), 131-148.<\/p>\n

Liu, Yuping (2007), “Online Interaction Readiness: Conceptualization and Measurement<\/a>,” Journal of Customer Behaviour<\/strong><\/em>, 6 (3), 283-299.<\/p>\n

Maurer, Steven and Yuping Liu (2007), “Developing Effective E-Recruiting Websites: Insights for Managers from Marketers<\/a>,” Business Horizons<\/strong><\/em>, 50 (4) , 305-314.<\/p>\n

Liu, Yuping (2003), “Developing a Scale to Measure the Interactivity of Web Sites<\/a>,” Journal of Advertising Research<\/strong><\/em>, 43 (2), 207-216.<\/p>\n

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<\/a>,” Journal of Advertising<\/strong><\/em>, 31 (4), 53-64.<\/p>\n","protected":false},"excerpt":{"rendered":"

This research stream focuses on the effective and ethical use of the Internet for marketing purposes. I am particularly interested…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":1011,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1062","page","type-page","status-publish","hentry","post-archive"],"yoast_head":"\nDigital Marketing Research | Ping! >> Loyalty Science in Practice<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Marketing Research | Ping! >> Loyalty Science in Practice\" \/>\n<meta property=\"og:description\" content=\"This research stream focuses on the effective and ethical use of the Internet for marketing purposes. I am particularly interested...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Ping! >> Loyalty Science in Practice\" \/>\n<meta property=\"article:modified_time\" content=\"2020-08-09T09:02:08+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@PingTweets\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/\",\"name\":\"Digital Marketing Research | Ping! >> Loyalty Science in Practice\",\"isPartOf\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#website\"},\"datePublished\":\"2018-06-11T17:47:26+00:00\",\"dateModified\":\"2020-08-09T09:02:08+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.yupingliu.com\/wordpress\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Research Publications\",\"item\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Digital Marketing Research\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#website\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/\",\"name\":\"Ping! >> Loyalty Science in Practice\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.yupingliu.com\/wordpress\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\",\"name\":\"Yuping Liu-Thompkins\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"contentUrl\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"width\":819,\"height\":1024,\"caption\":\"Yuping Liu-Thompkins\"},\"logo\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\"},\"description\":\"Yuping Liu-Thompkins, Ph.D. is Professor of Marketing & Director of Loyalty Science Lab at Old Dominion University. 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