Digital Commons Network^™

A Comprehensive Marketing Plan For Calvary Christian Academy, Emily Piwowarski

Senior Honors Theses

Marketing strategies have been implemented by companies for years. The outline of a marketing plan requires businesses to do extensive research on the industry they plan to enter, including evaluating the political, environmental, social, technological, economical, and legal factors that are affecting it. This research helps to form the marketing mix–the product, price, promotion, and place strategies-–which determine what the business will offer the industry and how it will make this offer. A business will then use marketing tactics to reach its target audience. Tactics that have risen along with the advancement of technology are social media marketing and search …

The Impact Of R&D Team Diversity On Ambidextrous Innovation In Srdi Smes, Cheng Zhan

Dissertations and Theses Collection (Open Access)

As a vital organizational form of R&D teams in specialized, refined, distinctive, and innovative (SRDI) small and medium-sized enterprises (SMEs), distributed teams have gradually emerged as a dynamic source of innovation for such enterprises. Against the backdrop of the (Volatility, Uncertainty, Complexity, and Ambiguity) era, markets have imposed higher demands on enterprises' innovative and sustainable development capabilities, exerting substantial impacts on the growth of SRDI SMEs. Although the distributed R&D team model, developed through continuous exploration in=132=132enterprises' innovation practices, has drawn practical and scholarlyattention for its role in shaping ambidextrous innovation in SRDI SMEs, the internal mechanism underlying the relationship …

Valuing Biodiversity Impact, Han Wei Koh

Dissertations and Theses Collection (Open Access)

Biodiversity loss has emerged as a systemic challenge with far-reaching implications for ecological stability, economic activity, and long-term financial resilience. Despite growing recognition of nature-related risks in finance, biodiversity remains far less developed than climate within investment analysis, particularly at the portfolio level. This dissertation addresses that gap by examining how biodiversity impacts can be measured, valued, and interpreted within an investment portfolio concentrated in resilient and essential sectors of the economy.

The study constructs a Global Essential Economic Systems Portfolio comprising 16 publicly traded companies operating across non-discretionary sectors, including agriculture, energy, materials, pharmaceuticals, utilities, infrastructure, telecommunications, and financial …

The Role Of Short-Form Video Content Strategy In Campaign Performance In Service Operations, Arianna Yates, Aileen Olivares

Posters - 2026

Short-form video content, particularly Instagram Reels, has become central to digital marketing strategies aimed at increasing engagement and campaign effectiveness. As consumer attention spans decline, marketers increasingly rely on visually engaging, concise, and interactive content formats. Prior research highlights the importance of content characteristics in shaping engagement outcomes. However, limited empirical evidence exists on which specific attributes most strongly influence performance in short-form video contexts. This study examines how call-to-action (CTA), audio type, and authenticity influence engagement rates in Instagram Reels.

When Performance Is Not Enough: Managing Ngos In An Age Of Digital Mistrust, Christianna Sirindah Parr

Asian Management Insights

As NGOs lack formal authority, their influence depends on legitimacy, which can be contested at scale online. Leaders must treat social media as a governance decision, with clear scope, speaking authority and response protocols.

Preserving The Past, Innovating The Future: Integrating Metaverse, Blockchain, And Generative Ai For Tourism And Cultural Heritage Preservation, Mousa Al-Kfairy, Amna Ahmed Aaber Ahmed Alqubaisi, Omar Alfandi

All Works

The preservation and accessibility of cultural heritage are seriously threatened by urbanization, mass tourism, neglect, and natural disasters. This study utilizes cutting-edge technologies to address these issues by presenting a novel framework that combines generative AI, blockchain, and the metaverse. The Metaverse provides immersive virtual experiences that lessen the physical strain on delicate locations by enabling the creation of lifelike digital replicas of cultural heritage sites. By creating immutable records, blockchain technology ensures the legitimacy, ownership, and traceability of digital assets, enabling open access and NFT monetization. Rebuilding lost or damaged artifacts, creating lifelike 3D models, and customizing user interactions …

The Impact Of Genai Guidance Strategies On Employee Ai Acceptance: A Field Experiment Based On Private Domain Marketing, Mai Chen

Dissertations and Theses Collection (Open Access)

As a novel technological instrument for content production and customer communication, generative artificial intelligence (GenAI) has garnered significant attention for its value in private domain marketing. However, enterprises frequentlyencounter a paradox of high initial introduction rates coupled with a lackof substantive application. Employee apprehensions regarding the qualityof AI-generated content (AIGC) and organizational guidance strategies are critical factors impeding the realization of technological value. Drawing upon the technologyacceptance model (TAM), the unified theory of acceptance and use of technology(UTAUT), and the task-technology fit (TTF), the study constructs a theoretical model positioning corporate AI guidance strategies as the independent variable andemployee AI …

Pitch Perfect: From Neural Perspective To Behavioural Outcomes—Live, Online, And Brochure, Randy Sison De Guzman

Dissertations and Theses Collection (Open Access)

Business presentations have long been a cornerstone of persuasion in business-to-business (B2B) markets. Yet, the rapid shift to virtual communication in the wake of the COVID-19 pandemic has left managers to grapple with a pressing question: Do online presentations measure up to traditional in-person meetings, or can asynchronous formats like brochure-only communication truly take the place of real-time pitching? While this question has clear relevance for everyday business practice, there is still relatively little empirical research to guide these decisions.

This dissertation draws on the Elaboration Likelihood Model (ELM) to suggest that the way information is delivered shapes how people …

Ai-Assisted Thematic Analysis On Consumer Acceptance Of Upcycled Food In Asia, Oon Ling Lee

Dissertations and Theses Collection (Open Access)

Food waste overuses natural resources and is responsible for a considerable share of greenhouse gas (GHG) emissions. Coupled with the growing global food insecurity, food wastage appears even more irresponsible and showcases the inefficiencies of the current food system. These escalating global environmental concerns and strained planetary resources have necessitated sustainable food innovation (James & Sheena, 2025; Upadhyay, 2025), particularly the production of upcycled food (UF), a novel food product category transformed from production byproducts such as Okara, barley grain, and beer spent grain (Zhang et al., 2023). This upcycling process supports waste reduction, achieves a circular bioeconomy (Ribeiro et …

The Impact Of Brand Authenticity And Innovation On Stakeholder Behaviours, Jacky Xu

Dissertations and Theses Collection (Open Access)

This study employs a dual-perspective questionnaire survey, collecting data separately from corporate employees and brand consumers, and uses multiple regression analysis to test the hypotheses. The findings reveal the following: (1) both brand authenticity and innovation have significant positive effects on employee brand citizenship behaviour and consumer purchase intention; (2) brand commitment plays a negatively moderating role in these relationships, such that when stakeholders’ commitment levels are relatively low, the positive effects of brand authenticity and brand innovation on behaviour are stronger, whereas under conditions of high commitment, these effects are weakened, reflecting a substitution effect between emotional attachment and …

Enhancing Market Acceptance Of Sports Rehabilitation Services: A Perspective Of Public Health Literacy And Information Acquisition, Na Li

Dissertations and Theses Collection (Open Access)

This article takes public health literacy as its point of departure, constructs a theoretical model of “Health Literacy–Health Information Acquisition–Market Acceptance”, and introduces rehabilitation experience and service accessibility as moderating variables, in order to systematically examine the formation pathways and underlying mechanisms of market acceptance in the sports rehabilitation service sector.

This study adopts a combination of questionnaire survey and empirical analysis, collecting data from public samples across multiple regions and conducting statistical tests. The findings indicate that, Firstly, public health literacy has a statistically significant positive influence on the market acceptance of sports rehabilitation services. As the level of …

The Impact Of Mortality Awareness On Task And Relationship Leadership Styles, Sang Yeol Lee

Dissertations and Theses Collection (Open Access)

In current organizational management practice, the question of how leaders can transform the universal awareness of human finitude into constructive leadership is an issue that embodies both profound humanistic concern and significant managerial implications. Based on transcendence management theory and leadership style theory, this study explores how mortality awareness affects leaders’ task orientation and relationship orientation styles, revealing its underlying mechanisms and boundary conditions. By conducting a three-wave, matched-pair questionnaire survey involving 203 enterprise managers and their subordinates, the theoretical hypotheses were tested. The findings are as follows: First, mortality awareness has a significant direct positive effect on both task-oriented …

Compliance Supervision And Firm Performance: An Empirical Study On Digital Transformation Of The Pharmaceutical Manufacturing Industry, Jun Ma

Dissertations and Theses Collection (Open Access)

The biopharmaceutical industry, characterized by stringent global regulatory oversight, faces a pivotal theoretical tension regarding the nexus between regulatory compliance and corporate performance. The traditional perspectives often frame compliance as an “operational burden”, while the emerging viewpoints posit it as a “strategic asset”. Grounded in an integrated framework of the Resource-Based View (RBV) and Dynamic Capability (DC), this study investigates the moderating role of digital transformation in the relationship between Good Manufacturing Practice (GMP) compliance and corporate performance.

Employing a mixed-method design, this paper conducted two complementary studies. Study 1 adopted a grounded theory based on interviews with nine industry …

Business Analytics (Assignment), Li Lu Ph.D.

School of Business

This assignment was developed by SUNY Geneseo Professor Li Lu during the spring 2026 semester.

Learning Objectives

• Gain Practical Proficiency: Use a generative AI tool to analyze a business scenario, generate insights, and formulate action plans.
• Critically Evaluate AI Output: Identify and critique the limitations, biases, and assumptions embedded in AI-generated content.
• Apply Ethical Reasoning: Assess business decisions through an ethical lens, identifying potential harms and ensuring recommendations are fair, transparent, and responsible.
• Synthesize and Communicate: Create a professional, evidence-based recommendation memo that integrates AI-generated insights with independent critical analysis and ethical considerations.

Mktg 200: Marketing (Syllabus), Shawn Harnish Ph.D.

School of Business

This syllabus was developed by SUNY Geneseo Professor Shawn Harnish during the spring 2026 semester.

Course Objectives

After completion of the course students will be able to:

1. Comprehend the environment within which the marketing firm operates

2. Analyze the role of marketing information system and marketing research (CG1)

3. Understand what influences the buying behavior of consumers and organizations

4. Apply market segmentation, targeting and positioning techniques

5. Analyze elements of the marketing mix; product and service, pricing, distribution and promotion

6. Comprehend the effects of globalization on a firm’s marketing decisions and understand the basic principles of international …

Social Media Marketing Group Project, Shawn Harnish Ph.D.

School of Business

This group project assignment was developed by SUNY Geneseo Professor Shawn Harnish during the fall 2026 semester.

Learning Objectives:

By completing this assignment, students will be able to:

1. Examine their strengths and areas for growth and apply them to defined project roles (e.g., strategist, designer, analyst) to support career development.
2. Seek and apply professional development knowledge (e.g., LinkedIn Learning / Hootsuite certification) to inform campaign strategy and execution.
3. Demonstrate initiative in developing career-relevant skills, including digital marketing, analytics, and strategic communication.
4. Connect academic work to career pathways by producing a portfolio-ready campaign aligned with real-world marketing practices.

N Y State Dent J April 2026

The New York State Dental Journal

In the April 2026 issue, the reader will find the following feature articles:

• Resolution of Severe Lateral Open Bite with Surgically Enhanced Orthodontic and Myofunctional Therapies
• Laser-Assisted New Attachment Procedure: A Review
• Restoration of Dental Implants with Screw-Retained Crowns

This issue includes regular columns with regional news impacting the New York membership including editorial and perspectives columns, legal, association activities, component news, continuing education opportunities, and classifieds.

Precision Or Invasion? Mapping The Personalization Paradox, Shyamala N. Chalakudi, Gnana Bharathy

Journal of Applied Marketing Theory

AI-driven personalization has transformed consumer engagement, yet existing research offers no systematic way to determine when personalization shifts from helpful to intrusive. Current research and models explain privacy concerns or expectancy violations but do not measure the point at which personalization triggers user discomfort, creating the personalization paradox. This study introduces the Discomfort Threshold Assessment & Measurement (DTAM) framework, a conceptual model that identifies and evaluates this threshold by integrating Dual Process Theory, Expectation Violation Theory, and Privacy Calculus Theory. DTAM distinguishes between affective discomfort reactance and cognitive discomfort reactance and outlines how these constructs could, in future empirical studies, …

Ai Vs. Human Imagery In Advertising: Do Consumers Care?, Belyn Thompson

Posters - 2026

Artificial Intelligence (AI) is rapidly transforming digital marketing, with AI-generated images increasingly used in advertising and brand communication. While these visuals allow companies to reduce costs and experiment with creative ideas, it remains unclear how consumers perceive AI-generated content compared to human-created visuals. Advances in platforms such as DALL-E and Midjourney have made AI images more realistic and difficult to distinguish, raising questions about transparency and ethical disclosure in advertising. This study examines how AI-generated images and disclosure strategies influence consumer perceptions, including purchase intent, aesthetic appeal, and perceived realism across different product categories.

When The Jingle Isn't Human: How Ai-Generated Vs. Human Composed Sonic Branding Shapes Consumer Response, Zecong Ma, Hong-Hee Lee, Danielle Rangel

Posters - 2026

Sonic branding elements—such as sound logos and jingles—shape brand meaning by communicating cues that consumers process quickly and often implicitly (e.g., through affect, fit, and memory). Recent evidence suggests that even specific musical choices (like instrumentation in a sound logo) can shift perceived brand personality traits (e.g., sophistication, ruggedness), indicating that audio can function as a powerful identity signal rather than mere “background.” At the same time, generative AI is rapidly lowering the cost and increasing the speed of producing branded music, making AI-composed jingles a realistic and scalable tool for marketers. Yet consumer responses to AI-generated creative work are …

Beyond Technology Acceptance: Ai Adoption In The United States And Korean Accounting Firms, Madeline Ortega, Brenda Vazquez Saavedra

Posters - 2026

A comparison of AI adoption between the United States and South Korea

Sustainable Finance: An Analysis Of Climate-Resilient Infrastructure Investments, Ngan Trat

Honors Theses

Changes in climate conditions are reshaping our environments and impacting ecosystems. A product of these changes is worsening climate events, and for Mississippi, that means increasingly frequent, high-intensity storms and floods. Its immediate and residual effects can range from disruptive to destructive. Mississippi and its communities are highly vulnerable to the effects of intense natural disasters, and there is a discrepancy between the need for climate-resilient infrastructure investments and the state’s fiscal capabilities to finance the research and construction of such projects. This paper will evaluate existing cases of climate-resilient infrastructure in effect through a sustainable finance lens and identify …

Yes, Dentists (And The Mda) Are Subject To Antitrust Law, Daniel Schulte Jd

The Journal of the Michigan Dental Association

MDA Legal Counsel Dan Schulte provides a critical overview of how antitrust laws apply to individual dentists and professional associations. The article defines illegal activities such as price-fixing, group boycotts, and market allocation, explaining that even informal agreements among competitors can trigger prosecution by the FTC or DOJ. Schulte advises dentists to avoid discussing fees or participation in dental plans with peers at meetings. The document distinguishes between "per se" violations and the "rule of reason" analysis, emphasizing that transparency and independent business decisions are essential to avoid severe legal penalties.

The Impact Of Targeted Marketing On The Health Of Teenagers In America: Regulatory Safeguards And Implications, Katelyn Overbay

Senior Theses

The rise of digital marketing has transformed how companies engage with consumers, particularly those that fall within the adolescent age group. Teenagers represent a uniquely vulnerable demographic due to the developmental stage they are in, making them especially susceptible to targeted advertising strategies that leverage data analytics, social media algorithms, and behavioral tracking. The aim of this study is to examine the direct and indirect impacts of targeted marketing on the physical, mental, and social health of teenagers in the United States. Drawing on existing literature, case studies, recent lawsuits, and regulatory analysis, the research gathered explores how industries such …

Bba405-Management Decision Making Syllabus, Di Wu

Open Educational Resources

Syllabus for BBA405 Management Decision Making course.

Price Discovery On Decentralized Exchanges, Agostino Capponi, Ruizhe Jia, Shihao Yu

Research Collection Lee Kong Chian School Of Business

Decentralized exchanges (DEXs) allow traders to express their willingness to pay for quick execution through a public priority fee bidding mechanism. We provide evidence that high-fee DEX trades are more informative and contribute more to price discovery. Using address-level blockchain transaction data, we show that informed traders persistently bid higher fees to secure early execution, revealing a strong willingness to pay for execution priority. Further, analysis of Ethereum mempool data demonstrates that informed traders employ a “jump bidding” strategy, placing high initial bids to deter potential competitors.

Conceptualizing Cancel Culture In Marketing: Moral Policing In A Hyperconnected World, T. Andrew Poehlman, Sairah Abraham

AMTP Proceedings 2026

The dynamics of marketing in society have shifted. Brands no longer sit at a distance broadcasting messages; they now occupy the same social networks as people, speaking in a human voice and inviting quasi-personal relationships. In this environment, we argue that corporate cancel culture is best understood as moral policing of brands that have chosen to act like human nodes in social networks. Drawing on hierarchy research, we frame cancellations as “leveling” responses when high-status brands behave in ways that feel domineering, hypocritical, or extractive rather than prestige-based and service-oriented. Using Moral Foundations Theory, we show how diverse cancellations can …

J Mich Dent Assoc April 2026

The Journal of the Michigan Dental Association

Each month, the Journal of the Michigan Dental Association delivers news, information, and features about Michigan dentistry to our state's oral health community and the MDA's 6,200-plus members. It remains the main publication reaching Michigan dentists and is available worldwide through ADA Commons.

The April 2026 (Volume 108, No. 4) issue of the Journal is published in digital format to provide updates and insights for Michigan's oral health community and MDA members. Print editions occur every other month beginning with January.

This full issue provides a comprehensive overview of the Michigan dental landscape in 2026. Key features include a clinical …

2026 April, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2026.

The Psychology Of Acquisition, Consumption, And Disposition Of Clothing Among Consumers, Kamila Muratkyzy Buckle, Trang Phuc Tran

AMTP Proceedings 2026

This qualitative analysis investigates consumer behavior in the clothing industry, highlighting the importance of qualitative data in informing retail strategies and gaining a deeper understanding of the complex motivations and emotional connections consumers maintain with fashion brands. The analysis explores a variety of values that impact clothing acquisition, including affordability, quality, and ethical considerations, while investigating the influence of social media on consumer brand loyalty and purchase motivations. Through focus groups, interviews, and social media analysis, this research project emphasizes how retail brands can implement consumer insight to improve engagement. The results enrich the understanding of consumer behavior and provide …