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Marketing Innovator Liu-Thompkins Elected a New Communications Fellow

Yuping Liu-Thompkins

Yuping Liu-Thompkins, associate professor of marketing and E.V. Williams Faculty Fellow at Old Dominion University's College of Business and Public Administration, has been elected a Fellow of the Society for New Communications Research (SNCR), a global foundation and think tank focused on the latest developments in media and communications.

With her election, she has the opportunity to collaborate with some of the world's top innovators and researchers in the field of new communications.

Liu-Thompkins, who joined ODU in 2002 soon after receiving her Ph.D. in management with a concentration in marketing from Rutgers University, is known for her savvy analysis of marketing opportunities provided by new media.

Her blog "Ping!" (http://www.yupingliu.com/wordpress/) and professional Twitter account (http://twitter.com/PingTweets) are valuable sources of information about today's communications trends, as well as examples of how new media operate.

"The College of Business and Public Administration has an outstanding faculty. Yuping Liu-Thompkins is a great example," said the college's dean, Nancy Bagranoff. "She is an outstanding scholar and teacher who is gaining international recognition for her work in such areas as consumer loyalty programs, Internet marketing and advertising."

SNCR Fellows and Senior Fellows are business leaders, scholars, professional communicators, members of the media, futurists and technologists from around the world. They collaborate on research initiatives, educational offerings and the establishment of standards and best practices focused on the advanced study of emerging trends and developments in media and communications, and their effect on business, professional communications, media, culture and society.

"Being selected as an SNCR Fellow will allow me to work with other thought leaders in the area of emerging new media," Liu-Thompkins said. "This is especially important considering a well-balanced mixture of practitioners and researchers among the Fellows."

SNCR sponsors numerous meetings and conferences throughout the year to encourage such dialogues. "With its database of over 18,000 journalists and communication experts, SNCR will also give me access to a large group of people who work at the frontier of this field," Liu-Thompkins added.

Her research projects have included those that study the effective and ethical use of the Internet for business purposes. Currently, she is studying the diffusion of viral content and the impact of corporate social participation on business and consumer outcomes. The research has been published in Journal of Marketing, Journal of Advertising, Journal of Advertising Research, and Business Horizons, among other publications.

Liu-Thompkins is also an editorial review board member for Journal of Marketing Communications. At ODU she teaches Internet marketing and advertising classes to both undergraduate and MBA students. Through course projects, her classes have helped many local businesses improve their online marketing performance.

During 2010, the SNCR Fellows will take on research and education projects exploring social media and innovation, social consumer relationship management and social ecommerce, interactive TV, augmented reality, mobile trends and developments, social data, online video and corporate storytelling, social media in relation to corporate social responsibility, best practices for social media policy development by industry and organizational type, social media governance and internal uses of social media.

"We are very pleased and honored to welcome our fifth group of Fellows," said Jen McClure, founder and president of SNCR. "They come from both top universities from around the globe, as well as some of the world's leading companies, nonprofits and communications organizations. They bring an incredible depth and breadth of knowledge and experience to our organization."

SNCR is dedicated to creating a bridge between the academic and theoretical pursuit of these new communications topics and the pragmatic implementation of new media and communications tools and methodologies. For more information, visit http://sncr.org or call (408) 266-9658.

This article was posted on: March 5, 2010

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