Old Dominion University
Associate Professor of Marketing & E. V. Williams Faculty Fellow
College of Business & Public Administration, Old Dominion University
Norfolk VA 23529
P: (757) 683-6551
Yuping Liu-Thompkins (formerly Yuping Liu), Ph.D. is Associate Professor of Marketing and E. V. Williams Faculty Fellow in the College of Business and Public Administration at Old Dominion University, and a 2010-2011 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. With a personal passion for technology, 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.
Since joining Old Dominion University in 2002, Dr. Liu-Thompkins has taught a wide variety of courses including Internet Marketing and Advertising to both undergraduate and MBA students. Through course projects, her classes have helped many local businesses improve their online marketing performance. Dr. Liu-Thompkins also teaches a doctoral seminar on Current Issues and Topics in Marketing and has served on the dissertation committees of several doctoral students.
No Research Reports have been listed for this Fellow.
2009 “A Dual-Process Model of Interactivity Effects,” Journal of Advertising, Vol. 38 (2), 53-68 (with L. J. Shrum)
2009 “Assessing Loyalty Program Effects in a Competitive Setting: Impact of Market Saturation, Market Share, and Category Expandability,” Journal of Marketing, Vol. 73 (1), 109-121 (with Rong Yang).
2009 “Emerging Issues in Advertising Research,” in The SAGE Handbook of Media Processes and Effects, eds. M. B. Oliver and R. Nabi, Thousand Oaks, CA: Sage Publications, p. 299-312 (with L. J. Shrum and Tina Lowrey).
2008 “Direct-to-Consumer Marketing of Predictive Medical Genetic Tests: Assessment of Current Practices and Policy Recommendations,” Journal of Public Policy & Marketing, Vol. 27 (2), 131-148 (with Yvette Pearson).
2007 “Online Interaction Readiness: Conceptualization and Measurement,” Journal of Customer Behaviour, Vol. 6 (3), 283-299.
2007 “The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty,” Journal of Marketing, Vol. 71 (4), 19-35.
“Developing Effective E-Recruiting Websites: Insights for Managers from Marketers,” Business Horizons, 50 (4), 305-314 (with Steven Maurer).
05.03.12 Social Media Showdown