Michael Trusov

Michael Trusov is a professor of marketing at the Robert H. Smith School of Business at the University of Maryland. He received his PhD degree from the Anderson School of Management at UCLA. He also holds a master's degree in computer science and a master's degree in business administration. His research interests include internet marketing (social media marketing, search engine marketing, social networks, clickstream analysis, electronic word-of-mouth marketing, e-commerce, recommendation systems, consumer-generated content), text analysis, eye-tracking, and data mining. Trusov has extensive industry experience. He spent seven years working in the area of software development and IT consulting in the Southern California region, specializing in marketing automation, database management, Internet applications, and e-commerce.

How to Find the Right Influencers

When Kim Kardashian West posts about using a new product on Instagram, even if only a small percentage of her more than 190 million followers buy it, it’s worth it for the product’s marketers who struck the deal with one of the internet’s top influencers. This kind of influence is happening at all levels across social networks online – from Instagram and Facebook to video gaming platforms – and marketers are scrambling to figure out the best people to target to spread their messages. Research from Maryland Smith has a better way to find them.

Reversing the Groupon Effect

When Groupon entered the marketing scene, it unintentionally brought with it the “Groupon Effect” – a negative stigma surrounding businesses using the coupon service. But new research from Maryland Smith is showing why there might be more to gain than fear for businesses using Groupon.

What You See Is What You Click

Looking for something online? Your 10-second search probably goes a lot like this: Type something into Google, scan the list of results and click one. A multibillion-dollar search engine marketing industry has sprung up to help companies figure how to make sure you click their link. But to click something, you first have to look at it. And how people look at search results might not happen the way advertisers think it does, according to new research from the University of Maryland’s Robert H. Smith School of Business.

Maryland Smith Marketing Professor Wins Top Research Award

Research from Michael Trusov, a marketing professor at the University of Maryland’s Robert H. Smith School of Business, was recognized by the American Marketing Association’s Consumer Behavior Special Interest Group (CBSIG) with the 2020 Consumer Research in Practice Award. The award recognizes a scholarly research article that contributes significantly to marketing practice.

Winners and Losers in Google's Widening Ad Crisis

With Google gripped by a spiraling ad boycott as companies protest having their content posted alongside extremist YouTube videos, the search giant's competitors might be spotting an opportunity. Already a fresh focus has turned to the "upfronts" – the annual New York City ritual in which TV networks make pitches for long-term contracts with major brands and advertising agencies based on expected audiences. And experts at the University of Maryland's Robert H. Smith School of Business say the networks aren't the only outlets that stand to gain from Google's expanding crisis. Read more...

Escaping the Groupon Curse for Restaurants

Restaurants often come across as desperate when they offer Groupon-style deals, but a new study from the University of Maryland's Robert H. Smith School of Business suggests that certain types of venues can escape the damage to their reputations. That's because the negative effect tends to be concentrated on restaurants at lower price points. In the case of upscale restaurants, offering a deal either does not hurt the reputation or actually boosts it — probably because customers view those restaurants as more confident, offering the deal from a position of strength. Read more...


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Robert H. Smith School of Business
Map of Robert H. Smith School of Business
University of Maryland
Robert H. Smith School of Business
Van Munching Hall
College Park MD 20742