Potential Impact Of Artificial Intelligence On Small And Medium Enterprises Innovation In The Eu: A Perspective From Poland, Malgorzata Wilczynska, Alina Walenia, Artur Dabek, Daniel Salabura, Halina Kot

Markets, Globalization & Development Review

The development of small and medium-sized enterprises is a complex process that requires the use of all approaches to achieve success. In this regard, finding opportunities to use artificial intelligence in such companies is of great importance. The study aims to assess how this technology affects the innovation and financial performance of small and medium-sized enterprises. To draw the main conclusions, the implementation of artificial intelligence at Polish enterprises, including in the context of their financial performance, namely the level of return on assets and the level of debt, was analysed. The study showed that the introduction of artificial intelligence …

The Global Tour Continues: Poland, Ukraine, Ireland, Turkey, And More, Nikhilesh Dholakia, Zeynep Ozdamar Ertekin, Delphine Godefroit-Winkel, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

What Makes A Great Movie Trailer?​, Bridget Hill

Honors Projects

This research analyzes four case study films across two genres to identify the best tactics used in trailer marketing and editing in order to create box office successful films that attract their identified target audiences. Existing research and a pre-existing interview were used to identify and define these tactics before then applying the strategies onto existing film trailers. The two genres chosen in this analysis include Romantic Comedies and Animated Action/Adventure Family Films. In each genre, a successful and unsuccessful film were chosen then compared against one another to determine if the successful film trailers utilized the previously identified tactics. …

Graphic Design And Automation, Ellen Fixsen

Masters Theses

This research examines the use of artificial intelligence (AI), machine learning, and DIY-centric template tools in the area of graphic design and how they affect businesses using them for branding and visuals, and how that impacts the graphic design industry. Although the use of AI in graphic design is a fairly new trend, the technology has been developing over the last several decades, if not longer. With AI definitely here to stay, it has become vital to explore how businesses and designers will move forward and utilize the tools it offers. Incorporating historical and statistical evidence, professional insights, case studies, …

Shame, Loneliness, Regret: Analyzing Theeffectiveness Of Anti-Alcohol Marketing Campaigns On Consumers, Zakary Bradbury

Honors Projects in Marketing

The alcohol market has been growing exponentially worldwide over the past decade with no trends of stopping in the near future. With this growth comes an increase in marketing efforts from both pro-alcohol companies and anti-alcohol agencies. While pro-alcohol companies have not had any trouble regarding marketing, anti-alcohol agencies have lagged behind in terms of social and digital marketing efforts. The goal of this research was to uncover how various anti-alcohol stimuli affect consumer attitudes and beliefs. To conduct research, we ran a Qualtrics survey consisting of 279 college students. The results showed that 1) when participants viewed an anti-alcohol …

Mathematics In Amusement Parks, Kacey Laumann

Honors Projects

This project focuses specifically on the Walt Disney World Park, Magic Kingdom. I started by collecting data through the MyDisneyExperience app. By recording the data, I was then able to create polynomial functions to the fifth the degree. Each attraction received a function which allowed me to predict the wait times for that attraction. Then, by graphing the functions and analyzing the graph using calculus the “best time” and “worst time” to go to the attraction were found. After the analysis the information is used to build a unique schedule for a guest. Then the guest receives this schedule after …

Navigating Responsible Consumption: Unveiling Consumer Perceptions And The Role Of Bio-Based Products In Sustainable Decision-Making, Magdalena Klimczuk-Kochańska, Magdalena Marczewska

Journal of Marketing and Consumer Behaviour in Emerging Markets

The modern consumer society is criticised for its harmful impact on individual well-being and the environment, prompting a call for a transition to responsible consumption. This article explores emerging trends in consumer behaviour towards responsible consumption. Drawing from existing literature and empirical findings, it examines the multifaceted dimensions of responsible consumption, encompassing environmental, ethical, and social considerations. Conscious consumers prioritise basic needs over excessive consumption, opting for high-quality, reliable, and environmentally friendly products, especially those derived from biomaterials called bio-based products. Furthermore, responsible consumers recognise the social and environmental consequences of their consumption behaviour, advocating for sustainable practices and supporting …

Towards New Forms Of Using Social Media: Museums Activity On Linkedin, Magdalena Sawczuk

Journal of Marketing and Consumer Behaviour in Emerging Markets

The social media landscape changes very fast. It regards, among others, the accessible platforms and the features of social media tools. It also concerns the broad spectrum of institutions that start their virtual activity in different ways, and museums’ participation in social media can be indicated here. Their activity mainly focuses on communication with the audience or other museums, but some new approaches can also be observed. One of them is activity on LinkedIn, which is closely connected to the professional perspective and employee-related issues. Hence, the article aims to explore the main paths and forms of the Polish museum’s …

Using Llms To Establish Implicit User Sentiment Of Software Desirability, Sherri Weitl-Harms, John D. Hastings, Jonah Lum

Research & Publications

This study explores the use of LLMs for providing quantitative zero-shot sentiment analysis of implicit software desirability, addressing a critical challenge in product evaluation where traditional review scores, though convenient, fail to capture the richness of qualitative user feedback. Innovations include establishing a method that 1) works with qualitative user experience data without the need for explicit review scores, 2) focuses on implicit user satisfaction, and 3) provides scaled numerical sentiment analysis, offering a more nuanced understanding of user sentiment, instead of simply classifying sentiment as positive, neutral, or negative.

Data is collected using the Microsoft Product Desirability Toolkit (PDT), …

Breaking The Spiral Of Silence: Enhancing Marketing Education With Dei Certification For Greater Classroom And Societal Impact, Ania Rynarzewska

Academic Affairs

This study examines the impact of incorporating Diversity, Equity, and Inclusion (DEI) certificationprograms into higher education marketing curricula on students’ acceptance, competency in DEItopics, and perceived employment success. Against a societal backdrop marked by divisiveness and silencing of minority voices, known as the Spiral of Silence, this research aims to determinewhether DEI certifications in marketing curricula can influence students’ perceptions and attitudestoward DEI discussions in the classroom, as facilitated by their instructors. It assesses the role ofinstructors’ perceived credibility in DEI discussions and how DEI certification affects students’willingness to engage in DEI discourse both within the classroom and in broader …

From Concept To Creation: The Role Of Generative Artificial Intelligence In The New Age Of Digital Marketing, Andrew Smith, James Hutson

Faculty Scholarship

Artificial intelligence (AI) has been extensively used in digital marketing. Still, the recent advances in generative AI (GAI) have revolutionized social media marketing and content creation, lowering barriers that once restricted high-quality design to professionals well versed in expensive and complex software like Adobe Suite. GAI tools enable anyone, from students to marketers, to generate logos, branding, and multimedia content without extensive training. This shift has empowered more people to engage in creative expression, expanding the pool of ideas and creativity. However, the abundance of AI-generated content raises questions about the evolving definition of “art” and the emergence of a …

Influence Of The Influencer: Decoding The Credibility Of Influencers Among College Students., Claire M. Stipsits

International Journal of Undergraduate Research and Creative Activities

As the first “digitally native” cohort, Gen Z's upbringing amidst rapid technological advancements has shaped their attitudes, preferences, and decision-making processes in unprecedented ways. In 2023, e-commerce sales accounted for 20 percent of total sales in financial markets. This increase creates an urgency for understanding the different ways in which Gen Z interacts with retail. The study aims to investigate the mechanisms through which social media influencers have emerged as influential figures by addressing the fundamental mechanisms that drive social engagement and purchase behaviours. The study investigated theoretical mechanisms such as self-determination theory, social influence theory, social comparison theory, and …

Feeling Triggered Yet? Nostalgic Triggers In Marketing, Lara Gerbino

ALL - Honors Theses

What leads people to reach out to someone that they do not talk to often? Getting back in touch with people helps make us happier, but research suggests that people reach out less than optimal (Rohrer et al., 2018). Socializing has been proven to help improve one’s overall mental health, happiness, and mood (Aknin, 2024). In two studies, we look at what features in a person’s consumption-based environment may trigger them to reach out to their loved ones. This ties back to marketing, specifically for social media companies, through people using their platforms to reach out to family/friends, which will …

Beyond The Box: Delivering A New Look To Ohayo Korea, Beatrice Diaz

Graphic Communication

Ohayo Korea, a newly established business in South Korea, specializes in providing buying, packing, consolidation, and forwarding services for international customers seeking exclusive South Korean products or bulk shipments for business purposes. Despite offering valuable services, The business faces significant challenges in establishing visibility and trust in the marketplace. Currently, the business relies primarily on word-of-mouth and minimal social media presence, which restricts its reach and credibility among potential customers. In a highly competitive market, these constraints hinder Ohayo Korea’s ability to stand out and communicate its unique offerings effectively.

To address these challenges, a cohesive brand identity that resonates …

2024 December, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2024.

Comments From The Editors, Tulay Girard, Brian Whelan

Journal of Applied Marketing Theory

Comments from the Editors

Advancing Theory In Psychographic Market Segmentation Research, Jack A. Lesser, Suanne M. Barthol

Journal of Applied Marketing Theory

For decades, marketing research has focused on identifying psychographic segments to develop corporate strategy. However, as this article contends, psychographic segmentation research has often lacked sufficient theoretical grounding, particularly in the selection of variables and underlying theories guiding these studies. To address this gap, the present study systematically reviews a broad range of segmentation studies to evaluate their theoretical contributions and identify promising directions for future research. The analysis begins by examining the theories in a comprehensive psychographic segmentation study by Lesser and Hughes (1986a), followed by a review of 38 additional studies to uncover relevant underlying theories. The study …

The Yin And Yang Of Decision Making: Strategic Planning And Improvisation In An Entrepreneurial Culture, Anton Fenik, Ernest R. Cadotte, Helena F. Allman

Journal of Applied Marketing Theory

Only a few empirical studies examine the influence of organizational improvisation on firm performance. Further, more insight is needed regarding the coexistence of normative (i.e., planned) and descriptive (i.e., improvised) forms of decision-making. This paper contributes to the literature by filling these gaps. It investigates the moderating effect of entrepreneurial behaviors on the relationship between improvisation and firm performance. It explores whether improvisational decision-making can improve firm performance beyond planning’s effect on firm outcomes. We employ decision theory and sensemaking literature in our conceptual model. We test our hypotheses with data from a cross-sectional managerial survey and a behavioral simulation …

A Comparative Analysis Of Passenger Demand For Two Airport Hubs In The United States, Selcuk Ertekin, Fassil Fanta

Journal of Applied Marketing Theory

This paper studies the passenger demand for two airport hubs in the United States using econometric time-series modeling. By focusing on the traditional determinants of demand (national income and price), this paper compares the econometric dynamics of passenger demand for a large and a small airport hub. We found that there is a sustained relationship between income, price, and revenue passenger miles over time. We also found that a shock in GDP causes a disruption that has a lasting impact on passenger demand.

Trust And Reliability Of Information Sources On Facebook For Presidential Candidates: A Study Of Voter Perceptions, Kristina Harrison, Shawn Thelen, Boonghee Yoo

Journal of Applied Marketing Theory

This exploratory research, utilizing both open-ended and likert-type questions, identifies who voters trust on Facebook for information about Presidential candidates as well as the benefits of using Facebook for obtaining this information. In line with Social Identity Theory, results indicate that some sources, especially those that are respected/intimate are far more trusted than others, e.g., local media, national media, and celebrities. Findings indicate that voters, drawn from a national online sample, enjoy the social aspects of connecting with like-minded individuals, use it to source information about candidates, find the platform convenient, but express some concerns over the reliability of information …