Andrew N. Smith, PhD

Associate Professor, Marketing; Director, Master of Science in Marketing Program

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Dr. Andrew Smith loves connecting with people about their passions and projects. As a researcher, he predominantly studies new media and its intersection with consumption, markets, and branding. His past projects have answered questions such as: how do consumers make trust judgments about online reviews? How can online influencers attract engaged attention from audiences? And how can marketers develop engaging augmented reality experiences? Dr. Smith’s research has been published in a variety of journals, such as the Journal of the Academy of Marketing Science, Journal of Interactive Marketing, and Journal of Business Research, and has been honored with awards from the Association of Consumer Research/Sheth Foundation and Business Horizons.

At Suffolk, Dr. Smith has developed courses on generating customer insights using qualitative research as well as social media marketing. He also teaches the core undergraduate course on business research methods, which has a strong emphasis on experiential learning. Dr. Smith’s teaching and research has been recognized with grants and awards from the Sawyer Business School.

Prior to joining Suffolk, Dr. Smith earned degrees from York University (PhD) and Queen’s University (MSc, BComm) in Canada. He also worked in the market research industry, advising multinational clients on their communication strategies and executions.

Honors and Recognitions

  • Sawyer Business School Research Grant (2021)
  • Sawyer Business School Peer Teaching Award (2021)
  • Best Paper Award, Business Horizons (2016)


Recent Intellectual Contributions

Yuksel, M., Smith, A.N., Smith, R.S., Bicen, P., Wilson, E. & Weiner, J. (forthcoming), “Student Interest in Client-Sponsored Projects: The Quest for Engagement in Marketing Research Courses,” Journal of Marketing Education.

Yuksel, M., Smith, A.N., & Milne, G. R. (2021). Fantasy sports and beyond: Complementary digital experiences (CDXs) as innovations for enhancing fan experience. Journal of Business Research, 134, 143-155.

Smith, A. N., & Fischer, E. (2021). Pay attention, please! Person brand building in organized online attention economies. Journal of the Academy of Marketing Science, 49(2), 258-279.

Pyle, M. A., Smith, A. N., & Chevtchouk, Y. (2021). In eWOM we trust: Using naïve theories to understand consumer trust in a complex eWOM marketspace. Journal of Business Research, 122, 145-158.

Scholz, J., & Smith, A. N. (2019). Branding in the age of social media firestorms: How to create brand value by fighting back online. Journal of Marketing Management, 35(11-12), 1100-1134.

Belkhir, M., Brouard, M., Brunk, K. H., Dalmoro, M., Ferreira, M. C., Figueiredo, B., Huff, A.D., Scaraboto, D., Sibai, O., & Smith, A. N. (2019). Isolation in globalizing academic fields: A collaborative autoethnography of early career researchers. Academy of Management Learning & Education, 18(2), 261-285.

Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2), 149-161.

Smith, A. N., & Pyle, M. A. (2015). A video is worth 1,000 words: Linking consumer value for opinion seekers to visually oriented eWOM practices. In Eds. Dimofte, C.V., Haugtvedt, C.P., & Yalch, R.F., Consumer Psychology in a Social Media World (pp. 97-118). Routledge.

Intellectual Contributions

Media Highlights

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Courses Taught

MKT220: Business Research Methods
MKT444: Social Media Marketing
MKT860: Qualitative Methods and Customer Insights

Professional Links

LinkedIn | Google Scholar | ResearchGate | Personal Website

Degrees/Professional Certifications

  • PhD, York University
  • MSc, BComm, Queen’s University