معرفی
Dr. Michael Kroff is a Professor of Marketing at Southern Utah University (SUU), part of the School of Business. He specializes in consumer behavior, particularly focusing on how consumers interact with novel information, products, and brands on social media. Kroff holds a Ph.D. in Marketing from Texas A&M University (2006), an MBA, and a B.A. in Psychology from BYU. Prior to SUU, he taught at Montana State University for ten years. His teaching portfolio includes courses like Marketing Principles, Digital Marketing, and Advertising & Promotion.
Research Interests: Kroff’s work examines consumer behavior in dynamic contexts, including social media interactions, brand advocacy, and suspense-driven consumer engagement. His studies explore how brands leverage social platforms to influence electronic word of mouth (eWOM) and purchase intentions, with a focus on variables like brand loyalty and social media usage intensity.
Awards: He received the Influencer Certificate (2017) from SUU’s Division of Student Affairs, recognizing his dedication to student development. Kroff emphasizes student success, highlighting moments when learners grasp marketing concepts as his greatest professional reward.
Advising & Impact: While no specific grants are listed, his teaching philosophy prioritizes creative methods to enhance student understanding. He advises students to pursue excellence in all roles, drawing on his own career transition from retail sales to academia as a testament to perseverance.
Research Trends: His recent articles (2018–2024) emphasize social media’s role in brand-consumer relationships and consumer psychology in gaming/suspense scenarios. Earlier work (2002–2007) delves into product innovativeness, statistical methodologies, and cultural observations of teenage fashion.
