Yuping Liu-Thompkins

Yuping Liu-Thompkins
Old Dominion University | ODU · Department of Marketing

Ph.D. in Management (Marketing Concentration), Rutgers University

About

49
Publications
41,032
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3,838
Citations

Publications

Publications (49)
Article
Despite the prevalent use of loyalty programs, there is limited evidence on the long-term effects of such programs, and their effectiveness is not well established. The current research examines the long-term impact of a loyalty program on consumers' usage levels and their exclusive loyalty to the firm. Using longitudinal data from a convenience st...
Article
The dynamic, ubiquitous, and often real-time interaction enabled by social media significantly changes the landscape for brand management. A deep understanding of this change is critical since it may affect a brand's performance substantially. Literature about social media's impact on brands is evolving, but lacks a systematic identification of key...
Article
Since the appearance of the first banner ad, online advertising has evolved significantly and now accounts for a substantial portion of all advertising spending. As online advertising tools proliferate, academic research in this area has also matured over time. To capture these developments, this paper offers a synthesis of over 300 articles on onl...
Article
During the first three months of 2020, Loyalty Science Lab spoke with a group of leading marketing practitioners. The purpose of the conversations was to identify important loyalty-related issues that need deep, focused research. The questions generated through the process were further narrowed down by the Lab’s advisory board members into top-tier...
Article
Full-text available
Loyalty programs have become an important component of firms' relationship management strategies. There are now some industries in which numerous rival loyalty programs are offered, inducing intense competition among these programs. However, existing research on loyalty programs has often studied such programs in a non-competitive setting and has o...
Article
Full-text available
Artificial intelligence (AI) continues to transform firm-customer interactions. However, current AI marketing agents are often perceived as cold and uncaring and can be poor substitutes for human-based interactions. Addressing this issue, this article argues that artificial empathy needs to become an important design consideration in the next gener...
Article
Full-text available
Online reviews play an important role in consumer purchase decisions and have received much research attention. However, previous research has typically examined the effects of online review characteristics independent of firm marketing messages. We argue that how much average review rating influences consumers’ decisions depends on the presence of...
Article
Today's retailers face significant competition due to the proliferation of both retail formats and channels. It is crucial for retailers to understand how to develop a loyal customer base for competitive advantage. To this end, we conducted a meta-analysis of 1,908 effect sizes from 319 studies on retailer loyalty over the last 50 years, to examine...
Article
Full-text available
Big data and technological change have enabled loyalty programs to become more prevalent and complex. How these developments influence society has been overlooked, both in academic research and in practice. We argue why this issue is important and propose a framework to refocus loyalty programs in the era of big data through a societal lens. We foc...
Article
Full-text available
Over the past two decades, everyday users have become a prominent force in the advertising landscape. They actively participate in conversations with and about brands by creating, amplifying, and interacting with brand-related messages. These user activities generate large volumes of structured and unstructured data that advertisers can mine to und...
Article
Purpose Valence and volume of online reviews are generally considered to influence sales positively. However, existing findings regarding the relative influence of these two components have been inconclusive. This paper aims to explain some of these inconsistencies by examining the moderating role of regulatory focus (both as a chronic disposition...
Chapter
Goal pursuit represents an important psychological mechanism under loyalty programs (Bagchi and Li 2010; Fishbach and Dhar 2005; Lee and Ariely 2006). Although academic research on loyalty programs has examined the extent to which consumers succeed or fail in reward–goal pursuit, insufficient attention has been paid to the consequences of such succ...
Article
Full-text available
Please click this link for a free e-copy: https://www.tandfonline.com/eprint/D3JCINEQZAIZFBC9UH5W/full?target=10.1080/00913367.2019.1675103
Article
Purpose This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers. This study explores the conditions under which imagination can be turned into a positive device for...
Chapter
Many researchers have studied LPs extensively, but their effectiveness remains debatable. Some researchers found positive effects (Keh and Lee 2006), while others have not found any effects of LPs (Sharp and Sharp 1997). Shugan (2005) considers them as shams because they produce liabilities (e.g. promises of future rewards or deferred rebates) rath...
Article
Full-text available
Purpose This paper aims to examine the role of life satisfaction in consumers’ reaction to nostalgic music in an advertisement in terms of attitude toward the brand and purchase intention. It suggests that life satisfaction forms the lens through which individuals interpret and reconstruct past emotional experiences evoked by nostalgia. It further...
Chapter
Full-text available
A key issue in social media marketing is insufficient consumer participation and engagement. Most economic exchanges which are used to stimulate social sharing failed to consider the social dynamics of the social media environment. This research aims to answer the following research question: how can companies target different conditions with diffe...
Chapter
Full-text available
Evidence shows that products with online reviews have a higher chance to stay in the consideration set of consumers than products with no online reviews do. Components of online reviews, such as consumer-generated content, affect consumers’ purchase decision-making process. Most of the studies in this area have looked at valence and volume of onlin...
Article
This research compares three key types of marketing capabilities (static, dynamic, and adaptive capabilities) with one another to examine empirically the relative contribution of each capability type to firm performance under different market conditions. Through two empirical studies with business-to-business managers, this study first develops a s...
Article
Full-text available
Although loyalty programs can help divert costs to the future by using delayed rewards, unredeemed program currency can become significant liability for the firm. To alleviate this concern, many programs have introduced a point expiration date or have shortened their expiration time horizon. This issue of point expiration has received scant attenti...
Article
Full-text available
Interactions with and between customers in digital, social, and mobile environments are commonly recorded, producing behavioral data that have the potential to advance advertising research. This article provides an accessible guide on how to leverage such data for advertising researchers who may have thus far relied mostly on lab experiment or surv...
Chapter
Imagine you are asked to choose a new restaurant to try with other people. You want to choose the right restaurant in order to impress your companions, and you read online reviews to help you make the right decision. Unfortunately online reviews from regular diners vs. food critics are not in agreement, one loving the restaurant while the other dis...
Chapter
Full-text available
Although companies try numerous ways to engage consumers through the online communication channel, consumers have their own preferred level of interactivity at a certain time. The mismatch between such preferences and the interactivity companies provide can result in the poor performance of an otherwise nicely designed online marketing message. Exi...
Chapter
Responding to a need to better understand and more actively involve consumers in the Internet channel, this paper draws upon marketing, communication, and psychology literature to present a new construct, online interaction readiness, that captures the levels of willingness consumers exhibit in engaging in reciprocal actions through the Internet. A...
Chapter
Full-text available
3D virtual reality technology can be used to create innovative virtual store environments capable of delivering unique and engaging shopping experiences. However, the value of using such an advanced technology has not been fully exploited yet. This study brings together knowledge from marketing, psychology, and engineering disciplines to investigat...
Conference Paper
Full-text available
This research examines the relative effectiveness of different kinds of comparative advertising. The effects of direct and indirect advertising are discussed and empirically tested. Extant research focuses on the differential effects of comparative and non-comparative advertising. However, with the growing popularity of comparative advertising in r...
Conference Paper
Full-text available
In the marketing literature, very little has been known about how advertising message-specific moderators may influence the effectiveness of direct and indirect comparative advertising. Using two experimental studies, this research investigated two message-specific moderators, advertising valence and message claim type, to provide evidence how diff...
Article
Not all repeat purchases are created equal. They can be driven by both positive reaction toward a brand (i.e., attitudinal loyalty) and automaticity triggered by non-brand-related contextual cues (i.e., habit). Combining the loyalty literature with recent habit research, the authors suggest ways to distinguish the two drivers of repeat purchase and...
Article
In this study, we seek to understand how four dimensions of national business systems surrounding the corporate headquarters of multinational firms influence corporate technological entrepreneurship (CTE). After controlling for fairly well-established antecedents of corporate technological entrepreneurship at the firm and industry levels, we find t...
Article
Online viral campaigns require a seeding strategy that involves choosing the first-generation consumers to spread a viral message to. Building on social-capital theory and social-network analysis, this research examines key aspects of the seeding strategy by tracking the diffusion of 101 new videos published on You Tube. The results show that the n...
Article
With the explosive growth of online user-generated content and the desire by marketers to better utilize this space, it is beneficial to understand the viral diffusion of such content and to identify messages that are most likely to achieve popularity. In this paper, we combine network analysis and the diffusion literature to study the spreading of...
Article
Full-text available
As direct-to-consumer marketing of medical genetic tests grows in popularity, there is an increasing need to better understand the ethical and public policy implications of such products. The complexity of genetic tests raises serious concerns about whether consumers possess the knowledge to make sound decisions about their use. This research exami...
Article
Although new online media have transformed the Internet into a highly interactive and personal medium, online advertising has yet to fully integrate consumer preferences into the communication process. One key consideration in this area is consumers’ level of willingness to engage in interaction with advertisers. Rather than blindly increasing the...
Conference Paper
We extended the current research stream about online communities by introducing sense of community as a new construct to understand the motivations of online collective and relational actions and highlight users' loyal promotion to both the online community and the host firm. In addition, through the lens of organizational citizenship behavior (OCB...
Article
Full-text available
Although interactivity is often considered to have a positive infl uence on persuasion, research on interactiv- ity effects is actually very mixed. This paper argues that under certain circumstances, interactivity may either enhance or inhibit persuasion. A dual-process model of interactivity effects is proposed and tested that posits differential...
Article
Loyalty programs have become an important component of firms’ relationship management strategies. There are now some industries in which numerous rival loyalty programs are offered, inducing intense competition among these programs. However, existing research on loyalty programs has often studied such programs in a non-competitive setting and has o...
Article
Full-text available
This research reviews the current state of affairs in the fast-growing area of direct-to-consumer marketing of genetic tests. The authors identify the unique nature of genetic tests and the ensuing consumer vulnerability. They also present a comprehensive examination of the current legal environment and an empirical analysis of genetic testing comp...
Article
Full-text available
Relationship marketing suggests a need to better understand and more actively involve consumers in the marketing process. This is especially the case with the Internet channel, because of its unique capability for two-way communication compared with traditional mass media. Existing research, however, has paid limited attention to consumers' general...
Article
Despite the prevalent use of loyalty programs, there is limited evidence on the long-term effects of such programs, and their effectiveness is not well established. The current research examines the long-term impact of a loyalty program on consumers' usage levels and their exclusive loyalty to the firm. Using longitudinal data from a convenience st...
Article
In recent years, the practice of using corporate websites to recruit job applicants has increased steadily. Despite this trend, however, studies show that approximately 75% of job seekers find the sites too complicated to use successfully [Brown, D. (2004). Unwanted online job seekers swamp HR staff. Canadian HR Reporter, 17(7), 1–2] and that more...
Article
This article describes the development and validation of a scale measuring the interactivity of websites. Three studies were conducted to verify the factor structure, content validity, discriminant validity, and reliability of the scale. Results from the studies showed that interactivity comprises three correlated but distinct dimensions: active co...
Article
Full-text available
Most perceptions of interactivity are that it is an inherently good thing, that it will change marketing and advertising as we know it. However, though there are obvious and intuitive advantages to interactivity, it may pose a disadvantage for marketing and advertising in some conditions. In this article, we explore the nature of interactivity and...
Article
ABSTRACT ,With the diversification of the U.S. population and marketers’ increasing need to target minority groups, researchers have undertaken studies of these minority groups and their consumer behavior. Two variables, the level of assimilation into the major culture and ethnic identification, are often used to individuals within these minority g...
Article
Full-text available
Abstract Although the Internet is a highly interactive and personal medium, online advertising has yet to fully integrate consumer,preferences into the communication,process. One key consideration in this area is consumers’ level of willingness to engage in interaction with advertisers. Using both qualitative and quantitative methods, the current r...

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Project (1)
Project
This project utilized data from a major airline’s multi-tiered loyalty program to examine the effect of goal completion status on individuals’ effort toward their subsequent goals, and how maintenance versus attainment goal types moderate this relationship.