Refereed Publications
  1. Michael Trusov, Anand Bodapati and Lee Cooper (2006), "Retailer Promotion Planning: Improving Forecast Accuracy and Interpretability," Journal of Interactive Marketing, 20, 4, Autumn 2006, 71-81.
  2. Michael Trusov, Randolph E. Bucklin and Koen Pauwels (2009), "Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site," Journal of Marketing, Vol. 73 (September 2009), 90-102.
  3. Michael Trusov, Anand Bodapati and Randolph E. Bucklin (2010), "Determining Influential Users in Internet Social Networks," Journal of Marketing Research, Vol. 47 (4), 643-658.
  4. Wendy W. Moe and Michael Trusov (2011), "Measuring the Value of Social Dynamics in Online Product Ratings Forums," Journal of Marketing Research, June, Vol. 48, No. 3: 444-456.
  5. Reinhold Decker and Michael Trusov (2010), "Estimating Aggregate Consumer Preferences from Online Product Reviews," International Journal of Research in Marketing, Lead Article, Vol. 27 (4), 293-307.
  6. Oliver Rutz, Michael Trusov and Randolph E. Bucklin (2011), "Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?" Marketing Science, July/August, 30:646-665.
  7. Oliver Rutz and Michael Trusov (2011), "Zooming In on Paid Search Ads - A Consumer-level Model Calibrated on Aggregated Data," Marketing Science, September/October, 30:789-800.
  8. Wendy Moe, David A. Schweidel and Michael Trusov (2011), "Cutting Through Online Chatter: White Noise or Resonating Insights?" Sloan Management Review.
  9. Michael Trusov, William Rand, and Yogesh V. Joshi (2013), "Improving Pre-Launch Diffusion Forecasts: Using Synthetic Networks as Simulated Priors," Journal of Marketing Research, Vol. 50(6), 675-690.
  10. Michael Trusov, Liye Ma and Zainab Jamal (2016), "Crumbs of the Cookie: User Profiling in Customer-Base Analysis and Behavioral Targeting," Marketing Science (Big Data special issue), forthcoming.
Book Chapter and Other Publications
  1. Michael Trusov, Randolph E. Bucklin and Koen Pauwels (2010), "Do You Want to be my "Friend"? Monetary Value of Word-of-Mouth Marketing in Online Communities," GfK-Marketing Intelligence Review, Vol. 2 No. 1 / 2010.
  2. Randolph E. Bucklin, Oliver Rutz, and Michael Trusov (2009), "Metrics for the New Internet Marketing Communications Mix," in Malhotra, Naresh, ed., Review of Marketing Research (Volume 5), M.E. Sharpe, 173-192.
Working Papers and Papers under Review
  1. Savannah Shi and Michael Trusov (2015), "The Path to Click: Are You on It?" invited for a third round of review at Journal of Marketing Research.
  2. Xi Chen, Ralf van der Lans, and Michael Trusov (2015), "Customer Base Analysis with Social Interaction," under review at Journal of Marketing Research.
  3. Yuchi Zhang, Michael Trusov, Andrew T. Stephen, and Zainab Jamal (2015), "Online Shopping and Social Media: Friend or Foe?" invited for a third round of review at Journal of Marketing.
  4. Oliver Rutz, Garrett Sonnier and Michael Trusov (2015), "A New Approach to Copy Testing Paid Search Text Advertisements," invited for a second round of review at Journal of Marketing Research.
  5. Reinhold Decker and Michael Trusov (2012), "Global Brands in Local Markets - Harnessing User Generated Content across Borders."
  6. Amit Joshi and Michael Trusov (2012), "Are you A `Viral Star'? Modeling Inter Media Virality in the Entertainment Industry."
  7. Zainab Jamal, Randolph E. Bucklin and Michael Trusov (2009), "Customer Fit and Customer Retention at an Internet Recommendation Site."