Formula 1 In The United States: A Model For Growing International Sports In U.S.?,
2026
University of North Carolina Wilmington
Formula 1 In The United States: A Model For Growing International Sports In U.S.?, Kate Meg Eagan, Matthew Lastner, Brian Kinard
Atlantic Marketing Association Student Proceedings
Formula 1 (F1) has grown exponentially in popularity with American audiences in the past several years, in large part by deploying modern marketing practices that are reshaping the perspective of motorsport in the U.S. Marketing experts have credited this growth to marketing practices such as the launch of a Netflix docuseries, “Drive to Survive,” which offers a dramatized retelling of the season and grants viewers a behind the scenes glimpse of the sport. As a next step, F1 is funding a major motion picture named for the sport starring Brad Pitt. Despite evidence that these practices have benefitted F1, other …
Spatial Future Ahead! Augmented Reality And Anticipated Life Consequences,
2026
The University of Texas Rio Grande Valley
Spatial Future Ahead! Augmented Reality And Anticipated Life Consequences, Sergio Barta, Reto Felix, Chris Hinsch, Mahdokht Kalantari, Nina Krey, Philipp A. Rauschnabel
Marketing Faculty Publications
Purpose: This study explores how initial exposure to immersive spatial computing experiences using AR headsets generates lasting inspiration and shapes consumers expected long-term life consequences (i.e., enhancement of reality, perceived substitutability and social impact).
Design/methodology/approach: The study uses a time-lagged research design based on 148 first-time users of spatial computing devices (AR headsets). Respondents were interviewed once shortly after being exposed to AR and a few days later. Data is analyzed using partial least squares structural equation modeling (PLS-SEM).
Findings: Users' immediate “inspired-by” experiences predict increased “inspired-to” intentions days later. Such inspiration translates into anticipated consequences such as virtually customizing …
A Framework For Integrating Content Marketing And Social Media Engagement For More Effective University Branding,
2026
Tennessee Technological University
A Framework For Integrating Content Marketing And Social Media Engagement For More Effective University Branding, Julie M. Pharr
Atlantic Marketing Association Proceedings
No abstract provided.
Snip Or Skip? Consumer Attitudes And Marketing Message Development For Spay/Neuter Efforts,
2026
Kennesaw State University
Snip Or Skip? Consumer Attitudes And Marketing Message Development For Spay/Neuter Efforts, Rebecca Burcham
Atlantic Marketing Association Proceedings
No abstract provided.
The Demise Of A Nostalgic Brand: The Case Of The Hudson’S Bay Company,
2026
Dalton State College
The Demise Of A Nostalgic Brand: The Case Of The Hudson’S Bay Company, Jon Littlefield
Atlantic Marketing Association Proceedings
No abstract provided.
How Can Natural Language Processing Help Examine Branding Strategies? Evidence From U.S. Nonprofit Healthcare Brands,
2026
Rollins College
How Can Natural Language Processing Help Examine Branding Strategies? Evidence From U.S. Nonprofit Healthcare Brands, Jae Hwan Lee, Jiyoon An
Atlantic Marketing Association Proceedings
No abstract provided.
From A Racial Reckoning To Retrenchment: A Longitudinal Analysis Of Retailers’ Corporate Sociopolitical Activism Messaging,
2026
Georgia College & State University
From A Racial Reckoning To Retrenchment: A Longitudinal Analysis Of Retailers’ Corporate Sociopolitical Activism Messaging, Whitney Ginder, Olivia Johnson
Atlantic Marketing Association Proceedings
No abstract provided.
Damned If You Do, Damned If You Don’T: Booking Channel Attribution In Hospitality, Retail, And Food Services,
2026
Kennesaw State University
Damned If You Do, Damned If You Don’T: Booking Channel Attribution In Hospitality, Retail, And Food Services, Scott M. Widmier
Atlantic Marketing Association Proceedings
No abstract provided.
Service Quality Assessment Of Disparate African American Heritage Trails Using The Servqual Model,
2026
Kennesaw State University
Service Quality Assessment Of Disparate African American Heritage Trails Using The Servqual Model, Jerome Christia
Atlantic Marketing Association Proceedings
No abstract provided.
When Digital Engagement Builds Trust: Exploring Buyer Responses To Salesperson Social Media Use,
2026
Elon University
When Digital Engagement Builds Trust: Exploring Buyer Responses To Salesperson Social Media Use, Chris Nelson, Lauren Atchley
Atlantic Marketing Association Proceedings
No abstract provided.
Illuminating Key Teamwork Skills With Case Studies To Increase Student Satisfaction,
2026
East Tennessee State University
Illuminating Key Teamwork Skills With Case Studies To Increase Student Satisfaction, Kelly Green Atkins, Michelle S. Freeman
Atlantic Marketing Association Proceedings
No abstract provided.
Beauty In The Ai Of The Beholder: Exploring Human And Machine Assessment Of Creative Work,
2026
Kennesaw State University
Beauty In The Ai Of The Beholder: Exploring Human And Machine Assessment Of Creative Work, Melissa Clark
Atlantic Marketing Association Proceedings
No abstract provided.
Building Career Readiness In A Marketing Research Classroom,
2026
Kennesaw State University
Building Career Readiness In A Marketing Research Classroom, Elizabeth C. Alexander
Atlantic Marketing Association Proceedings
No abstract provided.
More Insight, More Impact: Co-Teaching As A Catalyst For Engagement In Sales Education,
2026
University of Richmond
More Insight, More Impact: Co-Teaching As A Catalyst For Engagement In Sales Education, William Bergman Mr., Jeffrey Carlson Dr.
Atlantic Marketing Association Proceedings
No abstract provided.
Exploring The Benefits Of Marketing Certifications In Higher Ed,
2026
Kennesaw State University
Exploring The Benefits Of Marketing Certifications In Higher Ed, Michelle Carpenter
Atlantic Marketing Association Proceedings
No abstract provided.
Teaching Social Marketing Concepts Through Prosocial Behavior Lenses,
2026
William Paterson University of New Jersey
Teaching Social Marketing Concepts Through Prosocial Behavior Lenses, Bela Florenthal
Atlantic Marketing Association Proceedings
No abstract provided.
Addressing The Genai Proficiency Gap In Marketing Education: A Multi-Dimensional Assessment Framework,
2026
University of Northern Colorado
Addressing The Genai Proficiency Gap In Marketing Education: A Multi-Dimensional Assessment Framework, Denny Mccorkle, Memo Diriker, James Reardon
Atlantic Marketing Association Proceedings
No abstract provided.
Slowing Down Fast Fashion With A Closet Inventory Project,
2026
Coastal Carolina University
Slowing Down Fast Fashion With A Closet Inventory Project, Melissa Clark
Atlantic Marketing Association Proceedings
No abstract provided.
Preventive Health Care Information Acquisition Via Social Media: A Generational Cohort Analysis,
2026
Austin Peay State University
Preventive Health Care Information Acquisition Via Social Media: A Generational Cohort Analysis, Terry Stringer Damron, Joe Cangelosi
Atlantic Marketing Association Proceedings
No abstract provided.
Generational Differences In Smartphone Health App Use,
2026
University of Central Arkansas
Generational Differences In Smartphone Health App Use, Terry Stringer Damron, Joe Cangelosi
Atlantic Marketing Association Proceedings
No abstract provided.
