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- Yuping Liu-Thompkins
- Associate Professor
- Marketing Department
- 2040 Constant Hall
-
Norfolk,
VA
23529
- 757-683-6551
- yxxliu@odu.edu
- Web Page
- Yuping Liu-Thompkins, Ph.D. is Associate Professor of Marketing and E. V. Williams Faculty Fellow at Old Dominion University,
and a 2010 Fellow of the Society for New Communications Research. She received her Bachelor's Degree in Marketing from Renmin
University of China in 1996 and her MBA and Ph.D. in Management (Marketing Concentration) from Rutgers University in 2002.
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Education
- Rutgers University,
2002
- Degree: M.B.A.
- Rutgers University,
2002
- Major: Management/Marketing
- Degree: Ph. D.
- Remin University of China,
1996
- Major: Marketing
- Degree: B.A.
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Research Interests
- Dr. Liu-Thompkins' research focuses on the intersection among marketing, technology, and consumer psychology. Her main research
areas include Internet marketing and customer loyalty. Starting with her doctoral dissertation research on the interactive
nature of the Internet, Dr. Liu-Thompkins has led various research projects to study the effective and ethical use of the
Internet for business purposes. Currently, she is studying the identification and management of customer loyalty and the effective
use of online social networking for marketing purposes. Dr. Liu-Thompkins' publications have appeared in Journal of Marketing,
Journal of Advertising, Journal of Advertising Research, and Business Horizons, among others. She is also an editorial review
board member for Journal of Marketing Communications.
-
Expertise
- Advertising
- Internet Marketing / Interactive Communications / Customer Relationship Management / Loyalty Programs
- Customer Relationship Management
- Internet Marketing / Interactive Communications / Customer Relationship Management / Loyalty Programs
- Internet
- Internet Marketing / Interactive Communications / Customer Relationship Management / Loyalty Programs
- Internet Marketing
- Internet Marketing / Interactive Communications / Customer Relationship Management / Loyalty Programs
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Book Chapters
- Liu, Y. (2009). Emerging Issues in Advertising Research. (pp. 299-312). SAGE Publications.
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Articles
- Pearson, Y., and Liu, Y. Consuming Direct-to-Consumer Genetic Tests: The Role of Genetic Literacy and Knowledge Calibration. Journal of Public Policy & Marketing
- Liu, Y. Engaging Consumers in Online Advertising: The Central Role of Perceived Value. Journal of New Communications Research
- Breugelmans, E., and Liu, Y. The Effects of a Liability-Reducing Loyalty Program Policy Change on Consumer Purchase Behavior. Journal of Marketing
- Judge Jr., W. Q., Liu, Y., Brown, J. L., and Pongpatipat, C. The National Antecedents of Corporate Entrepreneurship: An Empirical Study of Fourtune's Global 500 Firms. Strategic Management Journal
- Judge Jr., W. Q., Liu, Y., Brown, J., and Pongpatipat, C. The national antecedents of corporate entrepreneurship: An empirical study of Fortune’s Global 500 firms. Entrepreneurship Theory and Practice
- Liu, Y., and Pearson, Y. E. CONSUMING DIRECT-TO-CONSUMER GENETIC TESTS: THE ROLE OF GENETIC LITERACY AND KNOWLEDGE CALIBRATION.
- Liu, Y., and Shrum, L. (2009). A Dual-Process Model of Interactivity Effects. Journal of Advertising,, 38 (2), (pp. 53-68).
- Liu, Y., and Yang, R. (2009). Assessing Loyalty Program Effects in a Competitive Setting: Impact of Market Saturation, Market Share, and Category Expandability. Journal of Marketing, 73 (1), (pp. 109-121).
- Liu, Y. (2008). Direct-to-Consumer Marketing of Predictive Medical Genetic Tests: Assessment of Current Practices and Policy Recommendations. Journal of Public Policy & Marketing, 27 (2), (pp. 131-148).
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Presentations
- The National Antecedents of Corporate Entrepreneurship: An Empirical Study of Fortune's Global 500 Firms
- Conference Name:
- Date: 2011
- Authors/Presenters:
Liu, Y.
- The national antecedents of corporate entrepreneurship: An empirical study of Fortune’s global 500 firms
- Conference Name: Academy of International Business
- Sponsoring Organization: Academy of International Business
- Location: Nagoya, Japan
- Date: 2011
- Authors/Presenters:
Brown, J.
Judge Jr., W. Q.
Liu, Y.
Pongpatipat, C.
- The national antecedents of corporate entrepreneurship: An empirical study of Fortune’s global 500 firms
- Conference Name: Academy of Management
- Sponsoring Organization: Academy of Management
- Location: San Antonio, Texas
- Date: 2011
- Authors/Presenters:
Judge Jr., W. Q.
Liu, Y.
Brown, J.
Pongpatipat, C.
- Consumer Reaction to Failure in Time-Sensitive Services: The Role of Coping Strategies
- Conference Name: APA Society for Consumer Psychology
- Sponsoring Organization: APA Society for Consumer Psychology
- Date: 2011
- Authors/Presenters:
Kungpo, T.
Liu, Y.
- The Effects of a Liability-Reducing Loyalty Program Policy Change on Consumer Purchase Behavior
- Conference Name: European Marketing Academy
- Sponsoring Organization: European Marketing Academy
- Date: 2010
- Authors/Presenters:
Liu, Y.
- Rising to Stardom: An Empirical Investigation of the Diffusion of User-Generated Content
- Conference Name: Society for New Communications Research
- Sponsoring Organization: Society for New Communications Research
- Date: 2010
- Authors/Presenters:
Liu, Y.
- Loyalty Program Time Horizon: Effects of Policy Change on Consumer Behavior
- Conference Name: INFORMS
- Sponsoring Organization: INFORMS
- Date: 2009
- Authors/Presenters:
Judge Jr., W. Q.
Liu, Y.
- Antecedents of Corporate Innovation: The Case of Second Life
- Conference Name: Strategic Management Society
- Sponsoring Organization: Strategic Management Society
- Date: 2009
- Authors/Presenters:
Judge Jr., W. Q.
Liu, Y.
- Direct-to-Consumer Marketing of Genetic Testing Services and Consumer Genetic Knowledge Gaps: Implications for Public Policy
- Conference Name: Vincentian Universities in the U.S: DePaul, Niagra, & St. John's
- Sponsoring Organization: Vincentian Universities in the U.S: DePaul, Niagra, & St. John's
- Location: Niagra Falls, NY
- Date: October 29, 2009
- Authors/Presenters:
Pearson, Y. E. Presenter & Author
Liu, Y. Author Only
- Assessing Loyalty Program Effects in a Competitive Setting: Impact of Market Saturation
- Conference Name: INFORMS
- Sponsoring Organization: INFORMS
- Date: 2008
- Authors/Presenters:
Judge Jr., W. Q.
Liu, Y.
- Unique Challenges of Marketing Genetic Testing Services Online: Perspectives from the Fields of Marketing and Bioethics
- Conference Name:
- Location: Chicago, IL
- Date: 2007
- Authors/Presenters:
Liu, Y.
Pearson, Y. E.
- Online Interaction Readiness: Measurement, Antecedents, and Consequences
- Conference Name:
- Location: San Antonio, TX
- Date: 2006
- Authors/Presenters:
Liu, Y.
- Objective vs. Subjective Interactivity: The Role of Interaction Readiness
- Conference Name:
- Location: Baton Rouge, LA
- Date: 2004
- Authors/Presenters:
Liu, Y.
- E-Recruiting Through a Marketing Lens: An Interdisciplinary Approach to a Job Marketing Innovation
- Conference Name:
- Location: Seattle, WA
- Date: 2003
- Authors/Presenters:
Liu, Y.
Maurer, S. D.
- Generating Value through Online Interaction: Individual and Situational Differences
- Conference Name:
- Location: Washington, D.C
- Date: 2003
- Authors/Presenters:
Liu, Y.
- Is Interactivity Always Desirable? Exploring the Effects of Individual Dimensions of Interactivity on Online Persuasion
- Conference Name:
- Location: Denver-Broomfield, CO
- Date: 2003
- Authors/Presenters:
Liu, Y.
- E-recruiting through a marketing lens
- Conference Name:
- Date: August, 2003
- Authors/Presenters:
Maurer, S. D.
Liu, Y.
- 2011: 2011 Fellow, Society for New Communications Research
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Contracts, Grants and Sponsored Research