Andrew Rohm

Andrew Rohm
Loyola Marymount University | LMU · College of Business Administration

PhD

About

40
Publications
39,335
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
4,622
Citations

Publications

Publications (40)
Book
This book serves as a concise guide for businesses seeking to enter the U.S. market from an international perspective. The book examines how the United States is positioned in the global marketplace, the potential for businesses entering the U.S. market, and marketing trends and applications, with an emphasis on small- to medium-sized enterprise (S...
Article
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 o...
Chapter
This research examines the effects of social media brand-consumer interactions on three types of customer value: customer lifetime value (CLV), customer influence 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,...
Article
Full-text available
The managers’ capacity for true creativity and deep critical-thinking risks being diminished by our 24/7 connectedness in an information-intensive world. In order to investigate this, the authors devised a simple experiment involving the creation of paper airplanes to gauge whether Google search behavior (serving as a proxy for our direct access to...
Article
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, t...
Article
Purpose – The current increase in social media activity related to brand–consumer interactions is progressively influencing the manner in which brands and their customers communicate. Whereas this attention to social media is warranted, researchers and brand managers must also recognize that consumers connect and engage with brands across other co...
Book
One of the top marketing challenges that marketing managers and executives face today is to better understand social media and its promise as a marketing platform. The social media ecosystem, including “traditional” platforms such as Facebook and Twitter and upstarts such as Instagram and Snapchat, have evolved significantly over the past ten years...
Article
Purpose ‐ Online social media are dramatically changing the ways in which firms and their consumers interact. The purpose of this paper is to analyze the role of social media platforms such as Facebook and Twitter among younger consumers ("digital natives") in their interactions with brands. To investigate this, the authors conduct a mixed-method s...
Article
This study examines factors influencing consumers' acceptance of mobile marketing across three influential markets, namely U.S., China, and Europe. The authors develop an integrative conceptual model on consumers' attitudes and behaviors toward mobile marketing. The authors incorporate three individual-level characteristics, namely personal attachm...
Article
The authors examine the impact on consumers' purchase likelihood after learning about online covert marketing practices. The findings suggest that while learning of online covert marketing practice lowers purchase likelihood, it is moderated by contextual factors including prior purchase experience, whether the company is well known or a start-up,...
Article
Given the great potential of developing marketing campaigns delivered via mobile devices and the evolution of near-field communication technologies, this study examines factors influencing consumers’ acceptance of untethered, or mobile, marketing across three influential markets: the United States, China, and Europe. We examine the extent to which...
Article
The purpose of this study is to examine factors influencing consumers' attitudes toward mobile marketing across two major markets—the United States and China. Drawing upon the technology acceptance model (TAM), the theory of reasoned action (TRA), and the perceived characteristics of innovations theory (PCI), we develop and test a conceptual model...
Article
Consumers are adopting increasingly active roles in co-creating marketing content with companies and their respective brands. In turn, companies and organizations are looking to online social marketing programs and campaigns in an effort to reach consumers where they ‘live’ online. However, the challenge facing many companies is that although they...
Article
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 fun...
Article
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 fun...
Article
Purpose – The purpose of this paper is to examine factors affecting consumers' acceptance of mobile marketing in China. Design/methodology/approach – The authors draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors (including risk acceptance related to the mobile platform and persona...
Article
While commercial media are increasingly attended to in multitasking contexts, advertising research is dominated by sequential marketing communication models where the consumer is a passive receiver of one type of media at a time. This study examine's media multitasking behaviors and experiences among young consumers. Media multitasking is the pract...
Article
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 perso...
Article
Full-text available
For many teenagers and young adults, cell phones, personal digital assistants and other handheld devices have become a necessity of everyday life. That fact has not escaped the attention of companies that have had great difficulty reaching young consumers through traditional marketing approaches. In theory, the mobile platform provides the perfect...
Article
In an effort to make the marketing process seamless and more? efficient, marketers are surreptitiously and inextricably coupling information gathering and marketing. To understand the welfare implications of these practices better, this essay extends the conceptualization of covert marketing to include both information gathering and marketing commu...
Article
The growing popularity of mobile hand-held devices is opening up intriguing new possibilities for what the authors refer to as "brand in the hand" marketing. Because individuals can be, and often are, connected anytime and anyplace, mobile marketing can be used to collect data through the wireless Internet to determine not only the exact location o...
Article
This research investigates the evolution of Internet marketing strategies in a longitudinal, exploratory study. The key research questions are “How does Internet strategy evolve over time, and what factors seem to drive this evolution?” To investigate these questions, we conducted in-depth interviews of senior managers at three manufacturing compan...
Article
This article examines online behaviors that increase or reduce risk of online identity theft. The authors report results from three consumer surveys that indicate the propensity to protect oneself from online identity theft varies by population. The authors then examine attitudinal, behavioral, and demographic antecedents that predict the tendency...
Article
The promise of B2B e-commerce had led to an explosion in the number of e-marketplaces as firms adopted a “launch and learn” strategy. However a cash crisis and continuing losses led to tremendous consolidation in these marketplaces. This scenario was mirrored in Latin America too. With the growing importance of B2B e-commerce worldwide, Latin Ameri...
Article
This paper examines consumer concern regarding the collection and use of personal medical information. The authors investigate consumer concern in the context of information sensitivity and consumer trust in the organization involved in the collection and/or use of personal information. Data from a national survey suggest that consumers are most co...
Article
This study offers a method of evaluating the stability of ranks of a data vector over time. In particular, we study improvement of a process observed over time where the data is ranked. The degree of competition at a major tennis championship (Wimbledon) as well as how trends in the level of competition have changed over time is studied. A metric f...
Article
Even now in the age of e-business, companies need to recognize that their customers may adopt new online forms of communication or transaction at varying rates. This study, which compares the communication and transaction preferences of customers of document management equipment manufacturer, finds that online adoption is not as far along as one mi...
Article
This paper develops a typology based upon motivations for shopping online. An analysis of these motives, including online convenience, physical store orientation (e.g., immediate possession and social contact), information use in planning and shopping, and variety seeking in the online shopping context, suggests the existence of four shopping types...
Article
The prospects for mobile commerce are exciting. With the mobile Internet, marketers will generate greater customer knowledge and offer expanded services. However, they also need to be aware of privacy issues unique to this context. Our research in the privacy area suggests that managers need to be reminded that consumer privacy concerns associated...
Article
Full-text available
The authors examine consumer perspectives of data collection awareness and knowledge of name removal mechanisms, such as opt in and opt out, across mail, telephone, and Internet direct channels. The authors investigate consumer privacy states based on the fair information practices of notice (data collection awareness) and choice (knowledge of name...
Article
Full-text available
This study presents a mixed-method approach for segmenting a sports product-market using participa- tion motivation data. Qualitative data are used to seg- ment a national sports product-market—running footwear—using qualitative analysis software as well as multivariate statistical approaches. This study describes a systematic approach to developin...
Article
Typescript. Thesis (Ph. D.)--University of Massachusetts at Amherst, 2001. Includes bibliographical references (leaves 293-307).

Network

Cited By

Projects

Project (1)
Project
Study nature of consumption, relationships and identity in the digital space