| 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 Y Liu, LJ Shrum Journal of advertising 31 (4), 53-64, 2002 | 1437 | 2002 |
| Managing brands in the social media environment S Gensler, F Völckner, Y Liu-Thompkins, C Wiertz Journal of interactive marketing 27 (4), 242-256, 2013 | 913 | 2013 |
| The long-term impact of loyalty programs on consumer purchase behavior and loyalty Y Liu Journal of marketing 71 (4), 19-35, 2007 | 796 | 2007 |
| Developing a scale to measure the interactivity of websites Y Liu Journal of advertising research 43 (2), 207-216, 2003 | 685 | 2003 |
| Competing loyalty programs: Impact of market saturation, market share, and category expandability Y Liu, R Yang Journal of Marketing 73 (1), 93-108, 2009 | 363 | 2009 |
| A dual-process model of interactivity effects Y Liu, LJ Shrum Journal of Advertising 38 (2), 53-68, 2009 | 297 | 2009 |
| Not all repeat customers are the same: Designing effective cross-selling promotion on the basis of attitudinal loyalty and habit Y Liu-Thompkins, L Tam Journal of Marketing 77 (5), 21-36, 2013 | 192 | 2013 |
| Developing effective e-recruiting websites: Insights for managers from marketers SD Maurer, Y Liu Business horizons 50 (4), 305-314, 2007 | 187 | 2007 |
| Seeding viral content: The role of message and network factors Y Liu-Thompkins Journal of advertising research 52 (4), 465-478, 2012 | 146 | 2012 |
| Rising to stardom: An empirical investigation of the diffusion of user-generated content Y Liu-Thompkins, M Rogerson Journal of Interactive Marketing 26 (2), 71-82, 2012 | 134 | 2012 |
| A decade of online advertising research: What we learned and what we need to know Y Liu-Thompkins Journal of advertising 48 (1), 1-13, 2019 | 65 | 2019 |
| Direct-to-consumer marketing of predictive medical genetic tests: assessment of current practices and policy recommendations Y Liu, YE Pearson Journal of Public Policy & Marketing 27 (2), 131-148, 2008 | 47 | 2008 |
| Consuming direct-to-consumer genetic tests: the role of genetic literacy and knowledge calibration YE Pearson, Y Liu-Thompkins Journal of Public Policy & Marketing 31 (1), 42-57, 2012 | 37 | 2012 |
| Comparing the impact of different marketing capabilities: Empirical evidence from B2B firms in China H Guo, H Xu, C Tang, Y Liu-Thompkins, Z Guo, B Dong Journal of Business Research 93, 79-89, 2018 | 31 | 2018 |
| Emerging issues in advertising research LJ Shrum, TM Lowrey, Y Liu na, 2009 | 25 | 2009 |
| Generating value through online interaction: individual and situational differences Y Liu Developments in Marketing Science 26, 114-114, 2003 | 25* | 2003 |
| The Impact of Home Country Institutions on Corporate Technological Entrepreneurship via R&D Investments and Virtual World Presence WQ Judge, Y Liu–Thompkins, JL Brown, C Pongpatipat Entrepreneurship Theory and Practice 39 (2), 237-266, 2015 | 22 | 2015 |
| The effect of loyalty program expiration policy on consumer behavior E Breugelmans, Y Liu-Thompkins Marketing Letters 28 (4), 537-550, 2017 | 20 | 2017 |
| Rethinking interactivity: What it means and why it may not always be beneficial Y Liu, LJ Shrum Advertising, promotion, and new media, 103-124, 2005 | 20 | 2005 |
| A primer on using behavioral data for testing theories in advertising research Y Liu-Thompkins, EC Malthouse Journal of Advertising 46 (1), 213-225, 2017 | 13 | 2017 |
L. J. SHRUMHEC ParisVerified email at hec.fr
