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.
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.
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.
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.
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.
As our social lives increasingly flow from the real world to the online world, does it logically follow that, eventually, our shopping habits will flow that way as well? Or are our online social pursuits likely to make us too busy to spend time on shopping?
A New Way To Find The Right Ad Words
How can advertisers better gauge how well their paid search ads are doing?
New research from Michael Trusov, associate professor of marketing at the University of Maryland’s Robert H. Smith School of Business, and two co-authors proposes a new, two-part approach.
As our social lives increasingly flow from the real world to the online world, does it logically follow that, eventually, our shopping habits will flow that way as well? Or are our online social pursuits likely to make us too busy to spend time on shopping? In recent research, the Smith School's Michael Trusov and several co-authors posed those questions. Read more...
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...
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...
The Smith School’s marketing department combines leading scholars who have had profound influence on the discipline with young scholars showing great promise and potential for impact. Two faculty members recently received major awards.