Zhuping Liu

Asst Professor

Zicklin School of Business

Department: Allen Aaronson Dept of Mkt/IB

Areas of expertise:

Email Address: zhuping.liu@baruch.cuny.edu

> View CV

Education

Ph.D., Marketing, University of Texas at Austin Austin TX

M.S., Statistics, University of Connecticut Storrs CT

M.S., Management Science and Engineering, Beijing University of Aeronautics and Astronautics Beijing China

B.S., Management Information Systems, Qingdao University Qingdao China

SemesterCourse PrefixCourse NumberCourse Name
Fall 2022MKT3600MKT Info for Decision Making
Fall 2022MKT3600MKT Info for Decision Making
Fall 2022MKT4561Marketing Analytics
Spring 2022MKT9702Marketing Research
Spring 2022MKT3600Marketing Research
Spring 2022MKT3600Marketing Research
Spring 2021MKT3600Marketing Research
Spring 2021MKT3600Marketing Research
Spring 2020MKT3600Marketing Research
Spring 2020MKT3600Marketing Research
Spring 2019MKT3600Marketing Research
Spring 2019MKT3600Marketing Research
Spring 2018MKT3600Marketing Research
Spring 2018MKT3600Marketing Research
Fall 2017MKT3600Marketing Research

Journal Articles

(2024). Self-Donations and Charitable Contributions in Online Crowdfunding: An Empirical Analysis. Journal of Marketing,

Liu, Z., Duan, J., & Mahajan, V. (2024). Push and Pull: Modeling Mobile App Promotions and Consumer Responses. Quantitative Marketing and Economics, under revision for third-round review,

Zhang, Q., Liu, Z., & Yang, S. (2024). Browse More Return Less: Managing Online Returns Through Its Interactions With Browsings and Purchases. Productions and Operations Management, In Progress.

Hao, X., Liu, Z., & Mahajan, V. (2024). Walking a Fine Line: Customer Retention in Mobile App Targeting. Journal of Marketing Research, In Progress.

(2024). Campaigns That Click: Unleashing the Power of Push-Notification Advertising on Mobile Apps. Information Systems Research, under revision for second-round review, In Progress.

(2024). Unveiling the Power of App Push Notifications: A Study on Design Elements and Effectiveness in Mobile Marketing Communication. Journal of Marketing, In Progress.

(2024). Reading faces in images: decoding the effects of face and gaze in the purchase funnel. Journal of Marketing , In Progress.

(2023). The Value of Effort: The Effect of Repeated Loan Origination Attempts on Loan Performance in a Peer-to-Peer Marketplace. International Journal of Research in Marketing,

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(5).

Ma, W., Wang, K., & Liu, Z. (2011). Mining Potentially More Interesting Association Rules with Fuzzy Interest Measure. Soft Computing, 15(6).

Conference Proceedings

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

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.

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

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.

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.

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

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

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 21). Push and Pull: Targeting and Couponing through Mobile App. Beijing, China: Tsinghua University.

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 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.

Bai, J., Gao, Q., & Liu, Z.(n.d.). Predicting the Trajectory of Customers in Online Mobile Market. In Progress.

TitleFunding Agency SponsorStart DateEnd DateAwarded DateTotal FundingStatus
Random Geo-messaging: A Better Strategy For Location-Based MarketingPSC CUNY 5207/01/202106/30/202304/15/20213500Completed
Location-based advertising: congruency and intrusivenessPSC-CUNY 5107/01/202012/31/202204/17/20203500Completed
Designing Ads on Mobile Social Network: The Role of Image and Text on Consumer Engagement and PurchasePSC-CUNY 5007/01/201912/31/202004/15/20193500Completed
Unleashing the Power of Avertising Content on Digital Platforms: Evidence from Mobile Advertising FIeld ExperimentsPSC-CUNY 4907/01/201812/31/201904/15/20183499.11Completed
Investigating Effectiveness of Push-Notification Advertising: Evidence from More Than 200 Campaigns on a Mobile PlatformPSC-CUNY 5407/01/202306/30/202404/18/20233500Funded - In Progress
Gazing “Right”: Decoding the Effects of Eye Gaze Directions in Marketing Images with Deep LearningPSC CUNY 5307/01/202212/31/202304/15/20223500Funded - In Progress
Honor / AwardOrganization SponsorDate ReceivedDescription
MSI Alden G. Clayton Doctoral Dissertation Proposal AwardMarketing Science Institute2017
SYLFF Doctoral Fellowships in BusinessUniversity of Texas at Austin2016
University Graduate Continuing FellowshipUniversity of Texas at Austin2016
AMA-Sheth Foundation Doctoral Consortium Fellow2016

Department

Committee NamePosition RoleStart DateEnd Date
Recruitment Committee of Lecture in Marketing AnalyticsCommittee Member11/1/20173/31/2018

College

Committee NamePosition RoleStart DateEnd Date
Department Executive CommitteeCommittee MemberPresent
Zicklin Academic Standing CommitteeCommittee MemberPresent
Recruitment Committee of Lectures in Marketing and International BusinessCommittee Member5/31/2023
Zicklin ConversationsAttendee, Meeting6/19/2019
Freshman Yield EventAttendee, Meeting4/12/2018
Recruitment Committee of Lecture in Marketing AnalyticsCommittee Member3/31/2018

Professional

OrganizationPosition RoleOrganization StateOrganization CountryStart DateEnd DateAudience
Marketing ScienceReviewer, Journal Article1/1/2019Present
2019 AMA Winter Academic ConferenceReviewer, Conference Paper9/1/2018Present
Fortieth International Conference on Information SystemsReviewer, Conference Paper5/15/2019PresentInternational
Productions and Operations ManagementReviewer, Journal Article2/12/2020PresentInternational
International Journal of Research in MarketingReviewer, Journal Article4/1/2018Present