Business Commons^™

Spring 2020, Joëlle Walls

The Investigator Research Magazine

Dear readers,

We are proud to present the spring issue of The Investigator, giving you an inside look into the varied research and scholarly activities taking place at Kennesaw State.

In a new interview, President Pamela Whitten discusses KSU's growing research reputation and lessons learned from her own experiences as a researcher and mentor. Similarly, our cover story follows three First-Year Scholars as they explore the possibilities of research in Martin Hudson's lab through a new Office of Undergraduate Research initiative.

This publication would not have been possible without the contributions of the editorial team, including undergraduates Kaelyn Ireland, Geena …

A Novel Penalized Log-Likelihood Function For Class Imbalance Problem, Lili Zhang

Doctor of Data Science and Analytics Dissertations

The log-likelihood function is the optimization objective in the maximum likelihood method for estimating models (e.g., logistic regression, neural network). However, its formulation is based on assumptions that the target classes are equally distributed and the overall accuracy is maximized, which do not apply to class imbalance problems (e.g., fraud detection, rare disease diagnoses, customer conversion prediction, cybersecurity, predictive maintenance). When trained on imbalanced data, the resulting models tend to be biased towards the majority class (i.e. non-event), which can bring great loss in practice. One strategy for mitigating such bias is to penalize the misclassification costs of observations differently …

Supporting Mba Students In A Team-Based Experiential Learning Environment, Teresa Williams

Transforming Libraries for Graduate Students

The Lacy School of Business at Butler University (Indianapolis) has embraced an experiential approach for the school’s Master of Business Administration (MBA) degree program by combining traditional classroom instruction with opportunities for students to learn through partnerships with local businesses. Beginning with the MBA Gateway Experience course, graduate students are tasked with conducting team research to present informed recommendations to business owners and community leaders. The related support provided by the Butler Business Librarian for MBA students complements the experiential nature of the program by engaging students with the real-world challenges of collecting and evaluating business information for applied problem-solving. …

Cyberbullying Among University Students: The Kenyan Experience, Joshua R A Ndiege, Gabriel Okello, Patrick K. Wamuyu

The African Journal of Information Systems

Although considerable literature has grown around cyberbullying, there are still only limited studies on this within developing economies, especially African countries. In particular, studies on cyberbullying in Africa have failed to have a direct focus on the prevalence of this phenomenon among students in universities. Not only does cyberbullying have an emotional-social impact, it has ramifications on the learning process as well. This subject remains of utmost relevance within academia, and a number of institutions continue to grapple with its impact. The study reported here is an exploratory investigation of 396 students from one of the private universities within Nairobi, …

The Impact Of Program Dominance On Student Interest In College Football, George W. Stone, Michael A. Jones

Atlantic Marketing Association Proceedings

No abstract provided.

An Analysis Of Gender Differences In Ratings Of Importance Of School Physical Education And Recreation Programs, Paul J. Costanzo

Atlantic Marketing Association Proceedings

No abstract provided.

The Influence Of Athletics On University Branding: Through The Lens Of Key Stakeholders, Justin Grubb, Shiva Nandan

Atlantic Marketing Association Proceedings

No abstract provided.

The Utilization Of Hiring High-Profile Head Football Coaches To Market The Athletic Department And Boost Fan Attendance At Ncaa Division I Institutions, Tim Wilson, Chris Croft, Sabrina Reed

Atlantic Marketing Association Proceedings

No abstract provided.

Revamping The Eagle Empire: An Initiative For Improving Services And Social Media Content Of A Collegiate Athletic Program, Steve Chen, Anna Gdovak, Adrienne Hall

Atlantic Marketing Association Proceedings

No abstract provided.

Education By Implementation: Experiential Case Study Creation For Mba Practicums, Thomas Tanner, Heather Kirkwood, Tyler Milfeld, Yvonne Tanner

Atlantic Marketing Association Proceedings

No abstract provided.

Tapping The Brakes: An Exploratory Survey Into Consumer Perceptions Of Autonomous Vehicles, Matt Zothner, George D. Shows, Pia A. Albinsson

Atlantic Marketing Association Proceedings

No abstract provided.

Case: Goods Or Services? Consumers That Prefer Access Over Ownership, John E. Crawford

Atlantic Marketing Association Proceedings

No abstract provided.

A Comparison Of Demographics And Social Media Preferences In An Obgyn Office, Jerome Christia

Atlantic Marketing Association Proceedings

No abstract provided.

Exploring Csr Communication On Twitter, Terry Damron, Lindsey Batts

Atlantic Marketing Association Proceedings

No abstract provided.

How College Departments Can Use Inbound Digital-Content Marketing To Effectively Recruit Students: Exploratory Research, Preliminary Recommendations, And Unanswered Questions, Julie M. Pharr

Atlantic Marketing Association Proceedings

No abstract provided.

Social Media Wom: How Social Is Your Social Media?, Nik Nikolov, Ismail Karabas

Atlantic Marketing Association Proceedings

No abstract provided.

Message Strategy And Consumer Engagement In Sponsored Posts On Facebook And Twitter, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

The Influence Of Social Media On Perceptions Of Political Authenticity, Kirsten Passyn

Atlantic Marketing Association Proceedings

No abstract provided.

The Impact Of Social Media Power On Consumer Attitudes Toward The Brand: The Mediating/Moderating Role Of Social Media Source Credibility, Lubna Nafees, Christy M. Cook

Atlantic Marketing Association Proceedings

No abstract provided.

Do Families That Tailgate Together Stay Together?, Meredith David, Luke C. Lorick

Atlantic Marketing Association Proceedings

No abstract provided.

A Starbucks Blend: Race, Social Marketing And Corporate Social Responsibility, Yvette Lynne Bonaparte Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

The Opioid Crisis: Do Marketing Activities Trigger Negative Externalities?, Rama Jayanti

Atlantic Marketing Association Proceedings

No abstract provided.

Is The Price Fair? How Intangibility Reduces Price Fairness Perceptions, Mona Sinha

Atlantic Marketing Association Proceedings

No abstract provided.

Comparison Of Millennials, Generation X, And Baby Boomers Attitudes Toward Preventive Health Information: A Social Media Emphasis, Joe Cangelosi

Atlantic Marketing Association Proceedings

No abstract provided.

Academic Ask: Expanding The Arena Of Charitable Marketing Targets, Jacqueline A. Williams, Kimberly Mcneil, G Carletta Simmons

Atlantic Marketing Association Proceedings

No abstract provided.

Turnin’ It Upside Down: Using The Flipped Classroom To Advance Student Knowledge And Application In A Marketing Capstone Course, Michael A. Petrochuk

Atlantic Marketing Association Proceedings

No abstract provided.

The Moderating Role Of Entrepreneurial Orientation And Trust On The Relationship Between Network Range And Firm Performance, Hangjun Xu

Atlantic Marketing Association Proceedings

No abstract provided.

Strategy And Marketing: Can Alignment Be Measured?, Stephen Carlson

Atlantic Marketing Association Proceedings

No abstract provided.

Revising A Conceptual Model And Scale To Assess Interest In Medical Tourism Services, Michael A. Petrochuk

Atlantic Marketing Association Proceedings

No abstract provided.

M-Commerce Trust And Security Concern: A Comparison Between China And The U.S. M-Commerce Consumers, Jihye Lee, James L. Thomas, Brent J. Cunningham, Jianping Huang

Atlantic Marketing Association Proceedings

No abstract provided.