Andrew (Andy) Rohm is Professor of Marketing at Loyola Marymount University in Los Angeles. Professor 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. He was Associate Professor at Northeastern University from 2001-2011 and spent the 2007-2008 academic year as a visiting professor at Maastricht University. His research examines consumer usage and acceptance of new media. Professor Rohm has published in scholarly and managerial publications such as the Journal of Marketing, Journal of Interactive Marketing, Journal of Advertising, Journal of Marketing Education, and MIT’s Sloan Management Review and has co-authored books on social media strategy and international market entry. He is also co-founder of LMU’s M-School initiative, a transformative undergraduate program focusing on modern-day branding and advertising skills.