Andrew Rohm is a professor of marketing within the College of Business Administration at Loyola Marymount University and co-director of the M-School. Rohm earned his B.S. in aerospace engineering from the University of Michigan and his Ph.D. in marketing from the University of Massachusetts Amherst. Rohm spent the 2007-2008 academic year as a visiting professor at Maastricht University in the Netherlands. Rohm’s teaching involves courses in adaptive media and analytics and cross-platform content creation and his research examines consumer usage and acceptance of new media such as mobile marketing and social media as well as firms’ development of social media marketing strategies. He has published in scholarly and managerial publications such as the Journal of Marketing, Journal of Interactive Marketing, Journal of Advertising, Journal of Consumer Behavior, Journal of Business Research, and Sloan Management Review (among many others). After living in the greater-Boston area for 15+ years, Rohm joined the LMU faculty in 2011, where he continues to work on his surfing skills. He lives in Manhattan Beach with his wife, Kim, their three children, their black lab named Pretty Boy Floyd and a Chihuahua-Lab mix named Annabelle.
University of Massachusetts Amherst : Ph.D., Marketing 2001
University of Michigan: B.S., Aerospace Engineering 1984
Areas of Expertise (3)
Consumer Acceptance of Mobile Marketing
Social Media Marketing
Industry Expertise (3)
Training and Development
Following past research examining online advertising design and effectiveness, this research studies the impact of variations in the design of online banner advertisements on advertising involvement and effectiveness. Advertisement involvement and effectiveness are measured as response to changes in message design and are determined by the number of clicks on the banner ad (involvement) as well as the click-through rate, or CTR (effectiveness). The latter is the ratio of ad clicks to its total impressions. Related to the message design, the type (static or dynamic), size (pixel ratios), and the format of a banner advertisement are studied employing behavioral response data from a single apparel retailer. Results suggest that the type of banner advertisement significantly influences advertising involvement and effectiveness. Results also suggest that banner ad size in terms of pixel ratios significantly increases advertising involvement through total number of clicks but does not affect effectiveness through CTR. Our findings also identify and empirically validate the important role of the Golden Ratio in banner ad message design and its effectiveness.
This research examines the effects of social media brand?consumer interactions on three types of customer value: customer lifetime value (CLV), customer influencer value (CIV) and customer knowledge value (CKV). By examining the differential effects of consumers' satisfaction and immersion with social-media brand interactions on CLV, CIV and CKV, the authors identify conditions under which interaction satisfaction and interaction immersion create value for brands. Results suggest that whereas interaction satisfaction positively influences both CLV and CIV, interaction immersion impacts both CIV and CKV. The authors identify social media strategies for brands related to interaction satisfaction and immersion that are based on the three types of customer value studied. The findings reported offer important managerial and theoretical implications with respect to the effects of discrete social media interactions on customer value creation.
As service offerings grow in both range and complexity, how service providers and their customers interact is becoming increasingly important. In response to the challenge of optimizing these interactions, companies have introduced sophisticated online “socialization agents,” whose purpose is to help new customers more effectively adjust to and function within the service environment.
The purpose of this study is to examine factors affecting consumers' acceptance of mobile marketing across two global markets. Drawing upon technology acceptance and uses and gratifications theories, we develop and estimate a conceptual model of the influences of antecedent factors (including risk acceptance related to the mobile platform and personal attachment related to mobile devices) on behavioral intent related to mobile marketing practice.