Open Access. Powered by Scholars. Published by Universities.®
- Keyword
-
- Georgia Southern University (164)
- Southern Business Review (98)
- Georgia Southern College (47)
- Parker College of Business (33)
- AMTP (26)
-
- College of Business (26)
- Taking Flight (26)
- Association of Marketing Theory and Practice Proceedings 2013 (24)
- Association of Marketing Theory and Practice Proceedings 2014 (22)
- ETD (18)
- Alumni Spotlight (17)
- Demographics (16)
- Message from Dean (16)
- Branding (14)
- Management (14)
- Information Systems (13)
- School of Accountancy (13)
- Consumer behavior (12)
- Ethics (12)
- Social media (12)
- Consumer Behavior (11)
- Marketing (11)
- Sustainability (11)
- Marketing and Logistics (10)
- Message from the dean (10)
- Lewis Stewart (9)
- Strategy (9)
- Association of Marketing Theory and Practice Proceedings 2010 (8)
- COBA (8)
- Human Resources (8)
- Publication Year
- Publication
-
- Southern Business Review (102)
- Journal of Applied Marketing Theory (65)
- Honors College Theses (36)
- Association of Marketing Theory and Practice Proceedings 2022 (34)
- Taking Flight (College of Business) (2014-2023) (30)
-
- Association of Marketing Theory and Practice Proceedings 2013 (29)
- 12th IMHRC Proceedings (Gardanne, France – 2012) (28)
- Association of Marketing Theory and Practice Proceedings 2024 (26)
- Association of Marketing Theory and Practice Proceedings 2023 (24)
- Eagle Executive Magazine (2022) (24)
- Electronic Theses and Dissertations (22)
- 11th IMHRC Proceedings (Milwaukee, Wisconsin. USA – 2010) (21)
- Association of Marketing Theory and Practice Proceedings 2018 (21)
- Association of Marketing Theory and Practice Proceedings 2019 (19)
- 14th IMHRC Proceedings (Karlsruhe, Germany – 2016) (18)
- Association of Marketing Theory and Practice Proceedings 2014 (17)
- 13th IMHRC Proceedings (Cincinnati, Ohio. USA – 2014) (16)
- 15th IMHRC Proceedings (Savannah, Georgia. USA – 2018) (16)
- Association of Marketing Theory and Practice Proceedings 2021 (15)
- Association of Marketing Theory and Practice Proceedings 2016 (14)
- Association of Marketing Theory and Practice Proceedings 2020 (14)
- Association of Marketing Theory and Practice Proceedings 2017 (12)
- Legacy ETDs (12)
- Department of Management Faculty Publications (10)
- Association of Marketing Theory and Practice Proceedings 2010 (8)
- Staff Council Meeting Agenda and Minutes (6)
- Department of Enterprise Systems and Analytics Faculty Publications (5)
- Finance and Economics Faculty Publications (5)
- Finding Aids (4)
- Georgia Southern University Human Resources Newsletters (4)
- Publication Type
- File Type
Articles 1 - 30 of 688
Full-Text Articles in Entire DC Network
Effects Of Humorous Language In Social Media And Fandom Levels On Sport Consumers’ Merchandise Value Perceptions, Conner Martin
Effects Of Humorous Language In Social Media And Fandom Levels On Sport Consumers’ Merchandise Value Perceptions, Conner Martin
Honors College Theses
Licensed sports merchandise is a sports business sector that is projected to surpass $39.8 billion by 2027. This study examines the influence of humor in social media posts on consumers’ perceived valuations of licensed sport merchandise—specifically, apparel—with consideration to their team fandom. Guiding by Cue Utilization Theory (CUT), the research model assessed the extrinsic cues of team fandom and humor in shaping consumer perceptions, while controlling for product type (high-cost, low-cost), humorous caption (version 1, version 2), generation (Zoomers, Millennials, Gen Xers, and Boomers), and gender (male, female, non-binary). Fans of South Georgia Tormenta FC, a professional soccer club, served …
Using Education To Protect The Elderly Against Fraud, Erik Charles
Using Education To Protect The Elderly Against Fraud, Erik Charles
Honors College Theses
This study’s goal is to provide a guide to anyone looking to educate the elderly on fraud. Advice is provided for those who want to help an elderly person in their life and for people who wish to create fraud educations programs of their own. My own experience creating and giving a fraud lecture at a senior living facility is used as evidence for my advice, as well as research into various elderly and fraud related topics.
The Interplay Of Organic Label, Natural Imagery, And Domestic Country-Of-Origin Claim In Shaping Consumer Responses: Independent, Interactive, And Conditional Effects, David Bourdin, Phillip Frankhofer
The Interplay Of Organic Label, Natural Imagery, And Domestic Country-Of-Origin Claim In Shaping Consumer Responses: Independent, Interactive, And Conditional Effects, David Bourdin, Phillip Frankhofer
Association of Marketing Theory and Practice Proceedings 2024
With sustainable consumption on the rise, firms are increasingly showcasing their environmental efforts. However, it is still unclear how effective different verbal and visual ‘green’ product cues are in influencing consumer preferences. Addressing this gap, this study examines the independent and interactive effects of an organic label, natural imagery, and a local origin claim on consumer responses to packaged milk. Furthermore, the role of three potential moderators (green product skepticism, consumer ethnocentrism, and environmental concern) is considered. A 2x4 experimental study was conducted with 178 consumers. Structural equation modeling results show that an organic label and natural imagery indirectly increase …
Zoomer Generation: Used Car Automobile Purchasing Behaviors, Scott E. Whitaker, Joe Spencer, Giovanni Calise
Zoomer Generation: Used Car Automobile Purchasing Behaviors, Scott E. Whitaker, Joe Spencer, Giovanni Calise
Association of Marketing Theory and Practice Proceedings 2024
There is a growing trend of online automobile purchasing that is altering the relationship between consumers and automobile dealerships. Consumers are more informed and seek a larger variety of inventory and options when shopping for used vehicles. The online marketplace provides a viable alternative to local dealerships who have hereto dominated much of the market. This research shows the current generation of Zoomers is helping to drive this trend which has significant marketing implications toward the industry. There remains a gap in the academic body of knowledge examining this behavior in relation to large online purchases such as automobiles. This …
The Significant Role Of Seo In Effective Web Marketing, Ramtin Ranjpour
The Significant Role Of Seo In Effective Web Marketing, Ramtin Ranjpour
Association of Marketing Theory and Practice Proceedings 2024
With the ever-rising popularity of online shopping, the power of web marketing has become more essential than ever. And search engine optimization (SEO) plays a huge role in web marketing. This paper is a critical literature review that goes over the important scholarly and non-scholarly works of influential experts in SEO. It serves as a fun and engaging introduction for anyone interested in learning about SEO, specifically about its importance, benefits, top strategies, rivals, and how it can be combined with other marketing methods. The hope is that it helps individuals and small business owners with their web marketing and …
Consumer Decision-Making Constructs: Differences Among Generational Cohorts, Heather M. Meyer Ph.D., Chloe Murphy
Consumer Decision-Making Constructs: Differences Among Generational Cohorts, Heather M. Meyer Ph.D., Chloe Murphy
Association of Marketing Theory and Practice Proceedings 2024
The goal of this study is to extend prior research by examining generational differences in consumer behavior. Most consumer decision-making models describes five main stages: 1) problem recognition, 2) information search, 3) alternative evaluation, 4) purchase, and 5) post-purchase. Although various scales can be utilized in order to measure each stage of this process, the authors decided to focus on a promotion-focus scale for problem recognition, an information acquisition scale to measure information search, a quality-consciousness scale and a price-consciousness scale to measure alternative evaluation, a confused by over-choice scale and a compulsive buying scale to measure purchase, and a …
Detecting Barriers And Drivers To The Adoption Of Circular Business Models In Small Companies From Developed And Developing Countries, Nathalie Touratier-Muller, Nikolina Koporcic, Stefan Markovic, Vesna Damnjanovic
Detecting Barriers And Drivers To The Adoption Of Circular Business Models In Small Companies From Developed And Developing Countries, Nathalie Touratier-Muller, Nikolina Koporcic, Stefan Markovic, Vesna Damnjanovic
Association of Marketing Theory and Practice Proceedings 2024
Circular business models (CBMs) have become crucial elements of the ecological and social transition of developed as well as developing countries. However, there is a lack of research focusing on small firms that are adopting CBMs, while facing various resource constraints. As small firms are becoming more conscious of the advantages of CBMs, there is a practical need to identify barriers and drivers to the adoption of those models, to accelerate their development trajectory. To contribute to these theoretical and practical needs, in this paper, we consider the CBMs of small firms and focus on a comparison between developed and …
Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement, Brian Whelan Dr.
Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement, Brian Whelan Dr.
Association of Marketing Theory and Practice Proceedings 2024
Participatory Design (PD) is an inclusive approach to designing products, services or systems that actively involve the people who use, will use, or be impacted by the design process (Robertson and Simonsen, 2012). PD has been applied in many domains, including architecture, urban planning, product design, healthcare administration, software development, and community engagement, but its application in marketing has been limited. The goal of this paper is to illuminate potential applications for blockchain-enabled PD initiatives in marketing, and to stimulate further thinking about how its use can lead to deeper customer engagement.
Examining Corporate Social Responsibility (Csr) And Employees In Convenience Store Business And Their Impact On Net Promoter Score (Nps), Musa Pinar, Faruk Guder, Tulay Girard
Examining Corporate Social Responsibility (Csr) And Employees In Convenience Store Business And Their Impact On Net Promoter Score (Nps), Musa Pinar, Faruk Guder, Tulay Girard
Association of Marketing Theory and Practice Proceedings 2024
In the realm of a convenience store business, this study aims to examine: 1) the customer perceptions of CSR activities, employee behavior, and value congruity; 2) the potential impact of respondent demographics on CSR activities, employee behavior, value congruity, and the likelihood of recommending convenience stores and fuel businesses; 3) the relationships between the CSR activities, employee behavior, and value congruity, and 4) the impact of CSR activities and gender on the likelihood of customer recommendation of the brand. Based on 2000 surveys from the loyalty members, the study found that CSR activities, employee behaviors, and value congruity are important …
Consumers' Brand Loyalty Towards Small Family-Owned Businesses, Christo A. Bisschoff Prof, Christoff Botha Prof, Marco Van Schoor Mr, Doret Botha Prof
Consumers' Brand Loyalty Towards Small Family-Owned Businesses, Christo A. Bisschoff Prof, Christoff Botha Prof, Marco Van Schoor Mr, Doret Botha Prof
Association of Marketing Theory and Practice Proceedings 2024
Family-owned businesses constitute a substantial portion of the workforce and GDP in South Africa and, with limited work opportunities in the public sector, play a significant role in job creation. As a result, family enterprises significantly influence South Africa's economy. This study aims to understand consumer loyalty towards family-owned businesses as brands by investigating family-owned businesses in the small mining town "Stilfontein" in the North-West Province, South Africa. Qualitative data collection involved semi-structured interviews with customers of family businesses to gather insights into brand loyalty. The identified themes and sub-themes highlight the importance of community bonds, personalized services, product quality, …
From Fan Avidity To Nil Ramifications: An Assessment Of The Attitudes Held By American University Students On An Array Of Sports Issues, Sam Fullerton, Tammy Mccullough
From Fan Avidity To Nil Ramifications: An Assessment Of The Attitudes Held By American University Students On An Array Of Sports Issues, Sam Fullerton, Tammy Mccullough
Association of Marketing Theory and Practice Proceedings 2024
A sample of 667 students drawn from seven universities in various regions of the United States provided feedback regarding 11 specific sports-related issues. These issues include the new NIL rules, fan avidity, and athlete compensation along with several other issues that are commonly addressed in the popular media. Means and percentages were used to derive aggregate measures for the respondents, and the same measures were used to assess the responses based upon one’s gender. For all 11 variables under scrutiny, a statistically significant difference was documented for the two gender-based groups. Thus, it is apparent that the market of intercollegiate …
The Dance Of Longevity: Rhythms Of Maturity In Mnes Subsidiary Management, Mehdi Rasouli Ghahroudi, Sundar Balakrishnan
The Dance Of Longevity: Rhythms Of Maturity In Mnes Subsidiary Management, Mehdi Rasouli Ghahroudi, Sundar Balakrishnan
Association of Marketing Theory and Practice Proceedings 2024
We investigate the factors influencing the sustainability of subsidiaries and their effective management in host countries over the long term. We explore the impact of subsidiary mandates on longstanding subsidiaries in comparison to younger counterparts, validating our hypotheses through the analysis of data from 1,463 Japanese subsidiaries operating in 26 developing and developed countries. Our findings reveal that efficiency and strategic asset-seeking subsidiaries are more likely to maintain longer operations in the host market. Additionally, we contribute to the literature by applying the resource-based view and institutional theory to promote the longevity of subsidiaries. Our results underscore the necessity of …
Picture Perfect Or Symbolic Backfire? Assessing The Detrimental Effects Of Brand Emoji Use On Consumers’ Brand Attitudes, Michael Sciandra, Nazuk Sharma
Picture Perfect Or Symbolic Backfire? Assessing The Detrimental Effects Of Brand Emoji Use On Consumers’ Brand Attitudes, Michael Sciandra, Nazuk Sharma
Association of Marketing Theory and Practice Proceedings 2024
As consumers spend more time within digital environments, social media continues to be a critical tool for marketers. One of the most unique forms of communication specific to digital environments is the emoji. The marketing literature has identified numerous positive outcomes associated with marketers’ use of emojis, including strengthening persuasive appeals for social media influencers, increasing consumers’ feelings of positive affect, and bolstering engagement with branded communications. While brands use of emojis can offer benefits, it is critical to question if emoji usage always leads to favorable outcomes for marketers. Therefore, the goal of this research is to investigate when …
The A-B Gap: An Assessment Of The Differences Between Ethical Attitudes And Ethical Behaviour Among The Next Generation Of Business Leaders In South Africa, Christo Bisschoff, Sam Fullerton
The A-B Gap: An Assessment Of The Differences Between Ethical Attitudes And Ethical Behaviour Among The Next Generation Of Business Leaders In South Africa, Christo Bisschoff, Sam Fullerton
Association of Marketing Theory and Practice Proceedings 2024
The current study scrutinizes differences between the ethical attitudes and behaviour of South Africa’s future generation of business leaders. The target population comprises first-level employed business managers who are currently completing an executive MBA degree. Business managers at three selected South African business schools comprised the sampling frame. Each member of the target population received an online link for access to a questionnaire which featured a previously validated series of balanced 6-point itemized rating scales. Data were collected on both behaviour and attitudes regarding 14 questionable business behaviours, each representing a potential breach of ethical conduct. A 60% response rate …
Experts-Driven Design: A Framework For Measuring Social Influence In Online Social Networks, Shyamala N. Chalakudi, Dildar Hussain Dr., Gnana Bharathy Dr, Dakshinamurthy Kolluru Dr
Experts-Driven Design: A Framework For Measuring Social Influence In Online Social Networks, Shyamala N. Chalakudi, Dildar Hussain Dr., Gnana Bharathy Dr, Dakshinamurthy Kolluru Dr
Association of Marketing Theory and Practice Proceedings 2024
In our interconnected and ever-changing social landscape, influence is pivotal in molding individuals’ decisions, perspectives, and behaviors. Measuring Social Influence (SI) in Online Social Networks (OSNs) faces significant gaps, notably needing more integration with human behaviors. Our literature review has unveiled twelve psychological theories rooted in human behavior that are fundamental for assessing SI in OSNs. We have further elucidated how human behaviors interact in shaping the influence potential of social media users through exploratory interviews with experts from consulting, industry, and academia. Our study culminated in developing a novel framework designed to encompass the intricacies that not only nurture …
Using Dark Triad Personality To Understand And Moderate Jay Customer Behavior In Hospitality, Scott M. Widmier, Prachi Gala, Iason Koufodontis
Using Dark Triad Personality To Understand And Moderate Jay Customer Behavior In Hospitality, Scott M. Widmier, Prachi Gala, Iason Koufodontis
Association of Marketing Theory and Practice Proceedings 2024
Jay Customers are customers who act in a thoughtless or abusive way, causing problems for the firm, its employees, and other customers. Currently, the only way to identify Jay Customers is by their actions when it is already too late to prevent the negative consequences. This research tested and confirmed the use of Dark Triad personality (Narcissism, Machiavellianism, and Psychopathy) to identify individuals prone to Jay Customer behavior prior to its manifestation. Dark Triad personalities have distinctive characteristics that can be used to identify them along with a growing body of research on prescriptive actions to dissuade their disruptive behaviors. …
Affective, Cognitive, Behavioral Appeals In A Parasocial Breakup With Podcast Hosts Of Radiolab, M.O. Vilceanu, Kristine Johnson
Affective, Cognitive, Behavioral Appeals In A Parasocial Breakup With Podcast Hosts Of Radiolab, M.O. Vilceanu, Kristine Johnson
Association of Marketing Theory and Practice Proceedings 2024
This is the first study to investigate parasocial breakups in the context of long-term podcast listening. Radiolab, which is produced by WNYC in New York, is an award-winning program that reaches millions of people. Starting as a radio show in 2002 and later offering a podcast format in 2007, show creators and former hosts, Robert Krulwich and Jad Abumrad, entertained audiences with their journalistic investigations of science-related topics while later incorporating societal and political content in the program. Yet similar to successful long-running television programs, Radiolab has undergone host changes. Today, the official hosts are Latif Nasser and Lulu Miller, …
Navigating The Landscape Of Csr And Inclusive-Exclusive Marketing: Leveraging Authenticity, Kimberly Flanders, Laurie Lawrence, Natalya Vodopyanova, Darlene Natale
Navigating The Landscape Of Csr And Inclusive-Exclusive Marketing: Leveraging Authenticity, Kimberly Flanders, Laurie Lawrence, Natalya Vodopyanova, Darlene Natale
Association of Marketing Theory and Practice Proceedings 2024
This research investigates the inclusive and exclusive nature of marketing and Corporate Social Responsibility (CSR). The researchers conducted an extensive literature review as a prerequisite to a future quantitative study, investigating research about the key differences between inclusive and exclusive marketing strategies. Further investigation explored the impact of inclusive and exclusive marketing on a company's image and reputation, citing specific examples of marketing efforts from various organizations. This paper offers insights into the challenges organizations face while striving for inclusive marketing practices and explores ways to overcome obstacles and leverage advantages in developing CSR initiatives. Additionally, it discusses the role …
Identifying Technological Factors Influencing Personal Branding In The Field Of Consulting And Education (Case Study: Entrepreneurship Students University Of Tehran), Fargol Saberi Qomi, Reza Mohammadkazemi, Ayatollah Momayez
Identifying Technological Factors Influencing Personal Branding In The Field Of Consulting And Education (Case Study: Entrepreneurship Students University Of Tehran), Fargol Saberi Qomi, Reza Mohammadkazemi, Ayatollah Momayez
Association of Marketing Theory and Practice Proceedings 2024
This study aimed to identify the technological factors influencing personal branding in counseling and education. This research used the qualitative-quantitative method to create a deeper understanding and a comprehensive view of the study subject. Several factors were extracted using library studies and semi-structured interviews with ten experts and professors. These factors were divided into the general format of 2 technological factors influencing information and communication technology and three factors, including personal branding of individual, job, and environmental-cultural. The questionnaire was distributed among a sample of 110 members of the statistical population, and a statistical analysis of the data was …
Making Customers More Loyal: The Role Of Value Cocreation In Branded Apps, Trang Phuc Tran, Adrienne Muldrow, Charlene Dadzie
Making Customers More Loyal: The Role Of Value Cocreation In Branded Apps, Trang Phuc Tran, Adrienne Muldrow, Charlene Dadzie
Association of Marketing Theory and Practice Proceedings 2024
The paper develops a conceptual model that examines how value in use enhances value co-creation and then brand loyalty, and captures how value-in-use could change customer perception of branded app entertainment and perceived usefulness, leading to value co-creation. Data from 463 brand app users show that all hypothesized relationships are supported, except H5 (ENT -> COC). That means value co-creation is driven by value-in-use and perceived usefulness, but not by app entertainment. Moreover, value co-creation, in turn, has an impact on brand loyalty. Additionally, mediation effects exist in two paths: first, branded app entertainment and perceived usefulness mediate the effect …
Enhancing Global Learning: Knowledge Acquisition And Organizational Practices In Internationalization, Christine A. Makama
Enhancing Global Learning: Knowledge Acquisition And Organizational Practices In Internationalization, Christine A. Makama
Association of Marketing Theory and Practice Proceedings 2024
This study explores the pivotal role of international learning and knowledge acquisition in shaping organizational practices within the context of internationalization. It underscores the value of sourcing knowledge from external sources, learning from others, and creating a culture supportive of internationalization efforts. Drawing from the works of prominent scholars, this research highlights the interconnectedness of international learning, domestic practices, and knowledge acquisition. The study emphasizes the need for organizations to actively seek external knowledge, establish a culture conducive to internationalization, and efficiently manage both explicit and tacit knowledge to facilitate successful knowledge transfer and application in a global context. Tacit …
Reshoring From China: It’S The Economy, Stupid, Rex Evans Mcclure, Monisha Gupta, Vanessa Coffman
Reshoring From China: It’S The Economy, Stupid, Rex Evans Mcclure, Monisha Gupta, Vanessa Coffman
Association of Marketing Theory and Practice Proceedings 2024
This paper offers a market-oriented perspective into reshoring and the drivers of manufacturing sourcing. Starting in the 1980s, businesses sought to capture cost advantages by moving their manufacturing offshore. As those cost advantages dried up, the first notable incident of reshoring occurred in 2012, and the momentum continues to increase. This paper looks at some of the ripple effects of reshoring on supply chains, transportation routes, brand management, and even political rivalries
Managing Supply Chains Through The Covid-19 Pandemic: Lessons From The Field, Scott B. Keller Ph.D., Stephen A. Lemay Dba, Nicole Ann E. Dela Rosa
Managing Supply Chains Through The Covid-19 Pandemic: Lessons From The Field, Scott B. Keller Ph.D., Stephen A. Lemay Dba, Nicole Ann E. Dela Rosa
Association of Marketing Theory and Practice Proceedings 2024
As the Coronavirus shifted into a worldwide pandemic supply chains everywhere began experiencing comprehensive breakdowns. From continent to continent, suppliers, producers, distributors, and all services facilitating the movement and storage of products scrambled to alter plans in effort to secure enough product to meet customer demand. At one time or another during the pandemic most all failed to keep product flowing. During this time, supply chain faculty at a southeastern U.S. comprehensive regional university began weekly Zoom sessions to learn first-hand what business alumni were doing to help their firms survive. These are their stories and the lessons they learned …
Like Riding A Bike: Roles Of Wisdom Of A Seasoned Marketing Academic When Developing Scholarly Research, Jack A. Lesser
Like Riding A Bike: Roles Of Wisdom Of A Seasoned Marketing Academic When Developing Scholarly Research, Jack A. Lesser
Association of Marketing Theory and Practice Proceedings 2024
The concept of wisdom is concerned with determining what is true, right, and lasting. Individuals learn to make more true, right, and lasting decisions by thinking about wisdom. A seasoned academic in marketing cares about what is true, right, and lasting. This individual generally wishes to develop a legacy around what is true, right, and lasting. Many seasoned academics are resuming their publication careers after having earlier, strong records. Psychologically, how should a seasoned marketing academic manage the later parts of her or his publishing career? What are some general considerations that follow from psychological theories of wisdom about how …
Ai-Assisted Stakeholder Management And Organizational Learning: Evidence From The U.S. Intelligent Service Community, Jiyoon An
Association of Marketing Theory and Practice Proceedings 2024
Artificial intelligence (AI) has changed business practices, including stakeholder management and organizational learning. Scant research attention has been dedicated to examining methodology to implement for workflow-aware and skillset-savvy, AI-assisted stakeholder management. This paper has conducted natural language processing (bigram) and network analysis to understand AI-assisted stakeholder management practices in the U.S. intelligent service community. Theoretical and managerial implications are discussed.
Health Disparities: The Influence Of Black Celebrity Endorsers And Social Media Influencers On Consumption Habits Among African American Consumers, Dale A. Cake, Wooyang Kim
Health Disparities: The Influence Of Black Celebrity Endorsers And Social Media Influencers On Consumption Habits Among African American Consumers, Dale A. Cake, Wooyang Kim
Association of Marketing Theory and Practice Proceedings 2024
This study examines the impact of celebrity and social media influencer endorsements on the dietary choices of African Americans, a group disproportionately affected by obesity and diabetes. It focuses on the role of limited access to healthy foods in impoverished communities and cultural influences. Using the source credibility model, the research assesses endorsements based on the endorser's attractiveness, expertise, and trustworthiness. The methodology involves a two-step approach: conducting semi-structured interviews with African American students to understand perceptions of food-related celebrity endorsements, followed by an experimental design using eye-tracking and galvanic skin response (GSR) technology. This design will evaluate reactions to …
Unraveling The Impact Of Political Identity On Artificial Intelligence Interactions, Michael Thomas, Yuan Li
Unraveling The Impact Of Political Identity On Artificial Intelligence Interactions, Michael Thomas, Yuan Li
Association of Marketing Theory and Practice Proceedings 2024
Marketing environment becomes more dynamic with technology advancement and the salience of political identity. Yet how political identity influences consumers’ interaction with technology, particularly with AI, remains unknown. This study examines this important question and proposes that political identity can have a subtle influence on consumers’ intention to interact with AI. Specifically, conservatives are more likely to have a favorable intention to interact with chatbots, a better evaluation of customers, and a more positive brand attitude. The findings of our research will contribute to the nuanced understanding about political identity and human technology interaction.
An Exploratory Study Of Marketing Students’ Perception Of Chatgpt: Thank You For Help! But I Am Also Worried, Kelly La Venture, Hyun Sang An, Wooyang Kim
An Exploratory Study Of Marketing Students’ Perception Of Chatgpt: Thank You For Help! But I Am Also Worried, Kelly La Venture, Hyun Sang An, Wooyang Kim
Association of Marketing Theory and Practice Proceedings 2024
Generative Artificial Intelligence (GenAI), including tools like ChatGPT, is rapidly emerging as a pivotal force in various industries, especially in marketing. These GenAI tools, help marketers employ new capabilities and innovative approaches for ideating and executing marketing tasks. Despite its apparent usefulness, GenAI is often perceived as a double-edged tool. Its positive aspects, such as enhanced efficiency and effectiveness, are acclaimed in professional domains, while academic discussions often emphasize challenges like ethical usage and transparency. The purpose of this study is to explore marketing major students’ nuanced perceptions toward GenAI, exploring their views on its opportunities, threats, pros, and cons …
Generation Z'S Use Of User-Generated Content For Travel Advice, Emmie Kay Hudson
Generation Z'S Use Of User-Generated Content For Travel Advice, Emmie Kay Hudson
Honors College Theses
This research project examines Generation Z’s use of TikTok’s and YouTube’s user-generated content (UGC) for travel advice related to accommodation, activities, cuisine, and other tourist practices. As this generation ages and enters the consumer market, continued research is needed to implement marketing strategies with the most significant influence. This study will examine the younger generations' behaviors and help the tourism industry understand its rising target market in comparison to Generations X and Y. This study is conducted through a non-experimental systematic literature review of the subject. This research provides information from various sources on topics such as Generation Z, TikTok, …
Assessing Performance Optimization Strategies In Cloud-Native Environments Through Containerization And Orchestration Analysis, Daniel E. Ukene
Assessing Performance Optimization Strategies In Cloud-Native Environments Through Containerization And Orchestration Analysis, Daniel E. Ukene
Electronic Theses and Dissertations
This thesis comprises three distinct, yet interconnected studies addressing critical aspects of web infrastructure management. We begin by studying containerization via Docker and its impact on web server performance, focusing on Apache and Nginx hosted on virtualized environments. Through meticulous load testing and analysis, we provide insights into the comparative performance of these servers, adding users of this technology know which webservers to leverage when hosting their webservice along alongside the infrastructure to host it on. Next, we expand our focus to examine the performance of caching systems, namely Redis and Memcached, across traditional VMs and Docker containers. By comparing …