Yuping Liu

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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

Yuping Liu, L. Shrum, 2002 .

A Dual-Process Model of Interactivity Effects

Yuping Liu, L. Shrum, 2009 .

Developing effective e-recruiting websites: Insights for managers from marketers

Steven D. Maurer, Yuping Liu, Yuping Liu, 2007 .

Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability.

Yuping Liu, Rong Yang, 2009 .

The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty

Yuping Liu, 2007 .

Developing a scale to measure the interactivity of websites

Yuping Liu, Yuping Liu, 2003, Journal of Advertising Research.

Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability

Yuping Liu, Rong Yang, 2009 .

Over the last decade, on-line advertising and promotion have grown into an important sector of the advertising industry

Yuping Liu, L. Shrum, 2009 .

Online interaction readiness: conceptualisation and measurement

Yuping Liu, Yuping Liu, 2007 .

Prospect Theory: Developments and Applications in Marketing

Yuping Liu, 1998 .

Acculturation and Consumer Behavior: A Theoretical Model

Yuping Liu, 2000 .

Generating Value Through Online Interaction: Individual and Situational Differences

Yuping Liu, Yuping Liu, 2015 .

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

Yuping Liu, L. Shrum, 2002 .

Direct-to-Consumer Marketing of Predictive Medical Genetic Tests: Assessment of Current Practices and Policy Recommendations

Yvette E. Pearson, Yuping Liu, 2008 .