Zhuping Liu

Journal Articles

Zhang, Q., Liu, Z., Kumar, S., & Yang, S. (2025). Browse More Return Less: Managing Online Returns Through Its Interactions With Browsings and Purchases. Decision Sciences, forthcoming, In Progress.

Liu, Z., Duan, J., & Mahajan, V. (2025). Push and Pull: Modeling Mobile App Promotions and Consumer Responses. Quantitative Marketing and Economics, 23. 215–263.

(2025). Self-Donations and Charitable Contributions in Online Crowdfunding: An Empirical Analysis. Journal of Marketing, 89 (1). 117-134.

(2025). Campaigns That Click: Unleashing the Power of Push-Notification Advertising on Mobile Apps. Information Systems Research, under revision for third-round review, In Progress.

Liu, Z., Duan, J. A., & Mahajan, V. (2020). Dynamics and Peer Effects of Brand Revenue in College Sports. International Journal of Research in Marketing, 37(4). 756-771.

Rao, R. S., Irwin, J., & Liu, Z. (2020). Flying with a Net, and without: Preventive Devices and Self-Control. International Journal of Research in Marketing, 37(3). 521-543.

Zhang, J., Liu, Z., & Rao, R. S. (2018). Flirting with the Enemy: Online Competitor Referral and Entry-Deterrence. Quantitative Marketing and Economics, 16(2). 209–249.

Zhang, J., Liu, Z., & Zhong, W. (2014). Attack and Defend: The Role of Targeting in a Distribution Channel. Marketing Letters, 27(2). 375-386.

Liu, Z., Zhao, Q., Wang, S., & Shi, J. (2013). Modeling the Impact of Partial Information Sharing in a Three-echelon Supply Chain. Asia-Pacific Journal of Operational Research, 30, 05. 1350020.

Ma, W., Wang, K., & Liu, Z. (2011). Mining Potentially More Interesting Association Rules with Fuzzy Interest Measure. Soft Computing, 15. 1173-1182.

Conference Proceedings

Pavlov, E., Liu, Z., Yang, S., & Ge, C. (2024). Gazing “Right”: Decoding the Effects of Eye Gaze Directions in Marketing Images. China Summer Workshop on Information Management (CSWIM).

Rao, R., Liu, Z., & Gao, Q. (2022). Self-Donations and Charitable Contributions in Online Crowdfunding: Theory and Evidence. INFORM Annual Meeting 2022 Proceedings.

Gao, Q., & Liu, Z. (2018). Signaling or De-Signaling: Borrower Learning in Online Debt Market. China Summer Workshop on Information Management (CSWIM).

Presentations

Liu, Z., Yang, B., & Kumar, S. (2026, May 3). Campaigns That Click: Unleash the Power of Push Notification Advertising on Mobile Apps. EMAC 2025. Madrid, Spain: EMAC.

Pavlov, E., Liu, Z., Yang, S., & Ge, C. Gazing “Right”: Decoding the Effects of Eye Gaze Directions in Marketing Images.. 2024 AMA Winter Academic Conference. St. Pete Beach, FL

Bai, J., Gao, Q., & Liu, Z. Mobile App Push Strategies on Customer Engagement. POMS Conference. Orlando, FL

Liu, Z., Pavlov, E., Yang, S., & Ge, C. Gazing ‘Right’: Decoding the Effects of Gaze Directions in Marketing Images Using Deep Learning. Theory + Practice in Marketing 2022. Atlanta, GA

Liu, Z., Zhong, B., & Chu, R. (2021, June 30). Overcoming the Myopia of Learning: MNC's Learning from Rural Markets in Emerging Markets. Academy of International Business 2021 Online.

Liu, Z., & Roy, A. (2021, December 31). The Impact of Shipping and Return Policies on Omni-channel Retail Returns. 2021 POMS Annual Conference. : Production and Operations Management Society.

Pavlov, E., Liu, Z., & Yang, S. (2021, June 30). Reading Faces in Images: Decoding the Effects of Face and Gaze in the Purchase Funnel. 2021 INFORMS Marketing Science Conference. Rochester,NY

Roy, A., & Liu, Z. (2020, April 30). The Impact of Shipping and Return Policies on Omni-channel Retail Returns. 2020 POMS Annual Conference. Minneapolis, MN

Pavlov, E., Liu, Z., & Yang, S. (2020, June 30). Effects Of Face And Gaze In A Product Image On Browsing And Ordering. 2020 INFORMS Marketing Science Conference. Durham, NC

Zhong, B., Liu, Z., & N/A, R. (2020, August 7). The Myopia of Organizational Memory: MNEs’ Location Strategy in Rural Markets. 2020 Annual Meeting of the Academy of Management.

Gao, Q., & Liu, Z. (2018, June 23). Signaling or De-Signaling: Borrower Learning in Online Debt Market. China Summer Workshop on Information Management (CSWIM). Qingdao City, China

Liu, Z., ter Hofstede, F., & Mahajan, V. (2018, June 21). Push and Pull: Targeting and Couponing through Mobile App. Beijing, China: Tsinghua University.

Hao, X., Liu, Z., & Mahajan, V. (2018, June 16). Walking a Fine Line: Customer Retention in Mobile Targeting. 2018 INFORMS Marketing Science Conference. Philadelphia, PA

Liu, Z., ter Hofstede, F., & Mahajan, V. (2018, June 26). Push and Pull: Targeting and Couponing through Mobile App. Shanghai, China: Fudan University.

Liu, Z., ter Hofstede, F., & Mahajan, V. (2017, October 13). Engaging and Targeting Consumers on Mobile: Connecting Mobile Promotions to Foot Traffic. First Annual Symposium on Business Analytics. : Baruch College.

Research Currently in Progess

Rao, R., Liu, Z., & Gao, Q.(n.d.). Behavior-Based Pricing: A Theoretical and Empirical Investigation.

Liu, Z., & Hada, M.(n.d.). Geo-Messaging: The Role of Sporadicity. In Progress.

Roy, A., Liu, Z., & Kumar, S.(n.d.). The Impact of Shipping and Return Policies on Omni-channel Retail Returns. In Progress.

Liu, Z., Zhong, B., & Chu, R.(n.d.). The Myopia of Organizational Memory: MNEs’ Location Strategy in Rural Markets. In Progress.