{"id":58,"date":"2009-06-22T09:59:59","date_gmt":"2009-06-22T14:59:59","guid":{"rendered":"http:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/"},"modified":"2010-03-17T02:42:00","modified_gmt":"2010-03-17T07:42:00","slug":"ping-is-getting-better","status":"publish","type":"post","link":"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/","title":{"rendered":"Ping! Is Getting Better"},"content":{"rendered":"<p>Blogging for over a year has been a great learning experience for me.\u00a0 What I have learned has prompted me to think more about what I can write that will provide the best value to my readers.\u00a0 After devoting much thought to the question, I decided that filling the gap between the academia and marketing practice will be the best area to focus on, and hence the new subtitle &#8220;Bridging the Gap Between Academia and Marketing Practice&#8221;.\u00a0 This subtitle reflects the new direction that Ping! will take in the future.\u00a0 <strong>What I intend to do is to discuss cutting-edge marketing and psychology research and its implications for marketing practice, and at the same time bring new trends, questions, and thinking from the practical world back into the academia.<\/strong>  Being a marketing academic who also frequently interacts with the industry, I feel particularly compelled and passionate to fulfill this role.<\/p>\n<p>You might be wondering why I am passionate about this.\u00a0 To list just a few of my reasons:<\/p>\n<ul>\n<li>Few academic marketing journals are read by anyone other than academics themselves, so much so that some academic researchers joke that we write for ourselves.\u00a0 Why is this the case? It has a lot to do with the way we write in the academia and our insufficient discussion of how our research can be applied to business practice.<\/li>\n<li>Another contributing factor is the poor publicity that academic marketing journals receive. This is somewhat ironic, and has a lot to do with the lack of funding by many journals to publicize their research.<\/li>\n<li>In today&#8217;s quickly changing business environment, the academia has sometimes trailed behind in terms of what we are studying and practicing. A case in point: the only academic marketing journal that uses Twitter is the Journal of the Academy of Marketing Science (<a title=\"@JAMS_updates\" target=\"_blank\" href=\"http:\/\/twitter.com\/JAMS_updates\">@JAMS_updates<\/a>), and even that is to broadcast to the world rather than building a dialogue (it is not following anyone).<\/li>\n<\/ul>\n<p>The end result of all this is that we academics limit the impact of our hard work and at the same time may spend time on things that are not the most important\/relevant to practice.\u00a0 My intention therefore is to discuss some excellent research that is especially relevant for business, and how a company can apply the findings to improve their marketing practice.\u00a0 From time to time, I will also talk about business issues that need more academic research on.<\/p>\n<p>With this shift in focus, Ping! will post a new entry every one to two weeks, and each entry will appear on Monday or Tuesday of the week.\u00a0 <strong>Here&#8217;s a preview of what is coming up in Ping!:<\/strong><\/p>\n<ul>\n<li><strong>Why companies experiment with Second Life and what they have learned<\/strong><\/li>\n<li><strong>Research on automaticity and what it means to marketers<\/strong><\/li>\n<li><strong>Consumption and sharing of user-generated content<\/strong><\/li>\n<\/ul>\n<p>What do you think?\u00a0 Please feel free to share your thoughts.\u00a0 If you are a marketing practitioner and would like to see an issue discussed or researched, please feel free to share them here or <a title=\"Contact Yuping\" target=\"_blank\" href=\"http:\/\/www.yupingliu.com\/contact_yuping\/\">drop me a note<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Blogging for over a year has been a great learning experience for me.\u00a0 What I have learned has prompted me&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[61,60],"class_list":["post-58","post","type-post","status-publish","format-standard","hentry","category-announcement","tag-blog","tag-ping","post-archive"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ping! Is Getting Better | Ping! &gt;&gt; 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\/2009\/06\/22\/ping-is-getting-better\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ping! Is Getting Better | Ping! &gt;&gt; Loyalty Science in Practice\" \/>\n<meta property=\"og:description\" content=\"Blogging for over a year has been a great learning experience for me.\u00a0 What I have learned has prompted me...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/\" \/>\n<meta property=\"og:site_name\" content=\"Ping! &gt;&gt; Loyalty Science in Practice\" \/>\n<meta property=\"article:published_time\" content=\"2009-06-22T14:59:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2010-03-17T07:42:00+00:00\" \/>\n<meta name=\"author\" content=\"Yuping Liu-Thompkins\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@PingTweets\" \/>\n<meta name=\"twitter:site\" content=\"@PingTweets\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yuping Liu-Thompkins\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/\"},\"author\":{\"name\":\"Yuping Liu-Thompkins\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\"},\"headline\":\"Ping! Is Getting Better\",\"datePublished\":\"2009-06-22T14:59:59+00:00\",\"dateModified\":\"2010-03-17T07:42:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/\"},\"wordCount\":512,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\"},\"keywords\":[\"blog\",\"Ping!\"],\"articleSection\":[\"Announcement\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/\",\"name\":\"Ping! Is Getting Better | Ping! &gt;&gt; Loyalty Science in Practice\",\"isPartOf\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#website\"},\"datePublished\":\"2009-06-22T14:59:59+00:00\",\"dateModified\":\"2010-03-17T07:42:00+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.yupingliu.com\/wordpress\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Ping! Is Getting Better\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#website\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/\",\"name\":\"Ping! &gt;&gt; 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 &amp; Director of Loyalty Science Lab at Old Dominion University. Dr. Yuping Liu-Thompkins is an expert on building customer loyalty and habit through effective marketing programs. She specializes in turning customer data into useful customer insights and actionable customer relationship management and marketing strategies. Through collaboration with national and international companies in travel, retail, financial, and other industries, Dr. Liu-Thompkins has studied extensively the design and effectiveness of loyalty programs as a tool for customer retention, cross-selling, and customer growth. With a personal passion for technology, Dr. Liu-Thompkins is also known for her expertise in digital marketing, especially the use of social media for branding and customer engagement purposes. Dr. Liu-Thompkins has published her research in top marketing journals such as Journal of Marketing, Journal of Interactive Marketing, Journal of Advertising, Journal of Advertising Research, and Journal of Public Policy &amp; Marketing, among others. She is currently an Associate Editor for Journal of Advertising, and she serves on the editorial review board of Journal of Marketing, Journal of Interactive Marketing and Journal of Marketing Communications. More information about Dr. Liu-Thompkins can be found on her website Yuping Online.\",\"sameAs\":[\"https:\/\/www.yupingliu.com\",\"https:\/\/www.linkedin.com\/in\/yupingonline\/\",\"https:\/\/x.com\/PingTweets\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Ping! Is Getting Better | Ping! &gt;&gt; Loyalty Science in Practice","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/","og_locale":"en_US","og_type":"article","og_title":"Ping! Is Getting Better | Ping! &gt;&gt; Loyalty Science in Practice","og_description":"Blogging for over a year has been a great learning experience for me.\u00a0 What I have learned has prompted me...","og_url":"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/","og_site_name":"Ping! &gt;&gt; Loyalty Science in Practice","article_published_time":"2009-06-22T14:59:59+00:00","article_modified_time":"2010-03-17T07:42:00+00:00","author":"Yuping Liu-Thompkins","twitter_card":"summary_large_image","twitter_creator":"@PingTweets","twitter_site":"@PingTweets","twitter_misc":{"Written by":"Yuping Liu-Thompkins","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/#article","isPartOf":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/"},"author":{"name":"Yuping Liu-Thompkins","@id":"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32"},"headline":"Ping! Is Getting Better","datePublished":"2009-06-22T14:59:59+00:00","dateModified":"2010-03-17T07:42:00+00:00","mainEntityOfPage":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/"},"wordCount":512,"commentCount":0,"publisher":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32"},"keywords":["blog","Ping!"],"articleSection":["Announcement"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/","url":"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/","name":"Ping! Is Getting Better | Ping! &gt;&gt; Loyalty Science in Practice","isPartOf":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/#website"},"datePublished":"2009-06-22T14:59:59+00:00","dateModified":"2010-03-17T07:42:00+00:00","breadcrumb":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.yupingliu.com\/wordpress\/2009\/06\/22\/ping-is-getting-better\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.yupingliu.com\/wordpress\/"},{"@type":"ListItem","position":2,"name":"Ping! Is Getting Better"}]},{"@type":"WebSite","@id":"https:\/\/www.yupingliu.com\/wordpress\/#website","url":"https:\/\/www.yupingliu.com\/wordpress\/","name":"Ping! &gt;&gt; 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 &amp; Director of Loyalty Science Lab at Old Dominion University. Dr. Yuping Liu-Thompkins is an expert on building customer loyalty and habit through effective marketing programs. She specializes in turning customer data into useful customer insights and actionable customer relationship management and marketing strategies. Through collaboration with national and international companies in travel, retail, financial, and other industries, Dr. Liu-Thompkins has studied extensively the design and effectiveness of loyalty programs as a tool for customer retention, cross-selling, and customer growth. With a personal passion for technology, Dr. Liu-Thompkins is also known for her expertise in digital marketing, especially the use of social media for branding and customer engagement purposes. Dr. Liu-Thompkins has published her research in top marketing journals such as Journal of Marketing, Journal of Interactive Marketing, Journal of Advertising, Journal of Advertising Research, and Journal of Public Policy &amp; Marketing, among others. She is currently an Associate Editor for Journal of Advertising, and she serves on the editorial review board of Journal of Marketing, Journal of Interactive Marketing and Journal of Marketing Communications. More information about Dr. Liu-Thompkins can be found on her website Yuping Online.","sameAs":["https:\/\/www.yupingliu.com","https:\/\/www.linkedin.com\/in\/yupingonline\/","https:\/\/x.com\/PingTweets"]}]}},"_links":{"self":[{"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/posts\/58","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/comments?post=58"}],"version-history":[{"count":0,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/posts\/58\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/media?parent=58"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/categories?post=58"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/tags?post=58"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}