Digital Commons Network^™

Skincare Influencer’S Effects On Skincare Consumers’ Perceptions On Tiktok Shop, Abigail Choi

AMTP Proceedings 2026

This study examined how TikTok influencers affect skincare consumers’ perceptions of TikTok Shop advertisements, focusing on the presence of a skincare irritation warning and a TikTok Shop link. It analyzed their effects on purchase intention, credibility, confidence, and likelihood of recommendation. 194 female participants aged 18–30 were recruited through CloudResearch and surveyed via Qualtrics. Each participant was randomly assigned to one of four TikTok-style skincare advertisements that featured the same product but varied by the presence of a TikTok Shop link and/or a skincare irritation warning. Results showed that the advertisement without a TikTok Shop link but with a skincare …

Ai-Eva: Evaluating The Value Of Overhauling Hotel Infrastructure For Artificial Intelligence Integration In Guest Experience, Pearllana Prioleau

AMTP Proceedings 2026

Luxury hotels are adopting artificial intelligence-enabled voice assistants (AI-EVA) to enhance guest experience and maintain competitive advantage. This study examines strategic implications of AI-EVA integration, focusing on consumer acceptance and organizational performance. Guided by the Unified Theory of Acceptance and Use of Technology (UTAUT) and Resource-Based View (RBV), the research uses a mixed-method approach: qualitative analysis of guest attitudes, quantitative testing of adoption drivers via structural equation modeling, and executive interviews on ROI and infrastructure challenges. Findings will inform strategies for balancing personalization with operational efficiency while addressing privacy concerns. The study contributes to theory by extending UTAUT and RBV …

What It Means To Be Latino: Exploring Identity Among U.S.-Born Gen Z Youth, Santiago Reyes, Alessandra Noli Peschiera, Melany Sarcevic, Tatiana Garcia, Leen Tlanepantla

AMTP Proceedings 2026

This study explores how U.S.-born Hispanics and Latinos define their identity within a rapidly growing and increasingly diverse demographic group. As the Hispanic population expands, traditional labels such as Hispanic and Latino often fall short of capturing the community’s cultural, linguistic, and generational complexity. With most growth now coming from U.S.-born generations, identity is shaped by a blend of American influences and heritage traditions, making it more fluid and context-dependent. Guided by Social Identity Theory and Hofstede’s cultural dimensions, this research uses focus groups with Gen Z participants to examine how they describe themselves, what characteristics they associate with being …

Can Financial Literacy Enhance Esg Disclosures?, Xiaoran Jia, Kiridaran Kanagaretnam, Kiat Bee Jimmy Lee, Chee Yeow Lim

Research Collection School Of Accountancy

Using an international sample of firms and two country-level measures of financial literacy, we find robust evidence of a positive relation between financial literacy and firms' Environmental, Social and Governance (ESG) disclosures. In cross-sectional analyses, we find that the effect of financial literacy in enhancing ESG disclosures is more prominent in poorer information environments, weaker legal institutions and weaker ESG reporting environments. Lastly, we find that financial literacy also enhances ESG performance. Our study contributes to and extends the literature by providing strong evidence that citizens' financial literacy enhances firms' ESG disclosure and the associated ESG performance.

Antecedents Of The Principal Investigator’S Commercial Success When Funded By Small Business Innovation Research Program, Mohammed Bekkour

Theses and Dissertations from DePaul University

The commercial performance of Small Business Innovation Research (SBIR) projects remains substantially below national expectations despite decades of investment and strong technical output. Prior research suggests that commercialization outcomes depend not only on technological merit but also on the behavioral, cognitive, and managerial competencies of the Principal Investigator (PI), who often serves as both scientific lead and entrepreneurial decision-maker. Yet, systematic examination of PI-level attributes within SBIR contexts remains limited. This study investigates how six key constructs—Iterative Learning Process, Proactiveness, Organizational Risk Orientation, Scope Definition, Management Competence, and Simultaneous Project Engagement—relate to commercialization success among SBIR Phase II awardees. Drawing …

Navigating The Ai Classroom: Integrating Ai In Education For Enhanced Learning And Career Readiness, Katryna M. Johnson

Journal of Applied Marketing Theory

This study employs an innovative approach by integrating AI and human endeavors in the research process. The examination provides a literature review and theoretical frameworks for integrating AI in education, focusing on three key stakeholder groups: students, faculty, and institutions. The analysis explores the benefits and challenges of AI in the classroom from each group’s perspective. The paper emphasizes hands-on AI experience for marketing students to remain competitive. The paper provides practical tips and suggestions for using AI in marketing classes and creating an institutional environment to support long-term AI growth. Additionally, the study presents widely used AI tools in …

Integrating Artificial Intelligence Into Marketing Education: A Conceptual Framework For Curriculum Enhancement, Aisha Ghimire, Gallayanee Yaoyuneyong

Journal of Applied Marketing Theory

This paper introduces a Constructivist–Experiential GenAI Integration Framework to embed Generative AI (GenAI) across undergraduate marketing curricula. Grounded in constructivist and experiential learning theories, the framework positions GenAI as a learning partner, through hands-on, reflective, and ethically informed learning. Discipline-specific vignettes illustrate how GenAI can enhance marketing courses through accessible and scalable activities that align with diverse class sizes, institutional resources, and delivery modes. By leveraging freely available GenAI platforms, the model promotes inclusivity while cultivating AI literacy, ethical reasoning, and strategic agility. The paper concludes with recommendations for empirical validation and cross-institutional collaboration to ensure that GenAI-driven marketing education …

Clusters Of Student Perceptions Of Ai-Assisted Grading: Implications For Fair And Transparent Assessment Practice In Higher Education, Roberto Bello

Journal of Applied Marketing Theory

As artificial intelligence (AI) tools become increasingly embedded in assessment and feedback systems, understanding how students perceive these technologies is vital for maintaining trust and fairness in higher education. This study investigates how students experience AI-assisted grading through an extended Technology Acceptance Model (TAM) that incorporates fairness, transparency, and trust as pedagogically relevant constructs. Survey data from undergraduate marketing students (N = 142) were analyzed using cluster analysis, revealing three distinct perception profiles: Enthusiasts, Pragmatists, and Skeptics. These clusters differ significantly in their willingness to rely on AI feedback, perceived fairness of algorithmic grading, and expectations of …

Framing Emirati Womanhood: Heritage, Modernity, And Soft Power In Tourism Discourse, Valerie Priscilla Goby

All Works

This paper examines how Emirati womanhood is framed within the tourism discourse of the United Arab Emirates, analysing how gendered representation operates as both a cultural and political instrument in nation branding. Drawing on framing theory and informed by feminist perspectives on tourism and media representation, this study explores the visual and textual portrayal of women on official online platforms, including Visit Dubai, Visit Abu Dhabi, Emirates Airlines, and the UAE Ministry of Culture and Youth. These materials constitute a state-sanctioned narrative of national identity that integrates cultural heritage with modernity. Through qualitative framing analysis, four recurrent interpretive frames were …

Macroprudential Easing Measures In The Context Of Contractionary Monetary Policy: The Case Of Brazil In 2014, Marcos Antonio Paliari, Marcos Roberto Vasconcelos

Journal of Banking and Financial Economics

This paper evaluates the effects of a macroprudential policy of regulatory easing implemented amidst a contractionary monetary policy in Brazil. The intervention, carried out by the Central Bank in the third quarter of 2014, relaxed reserve requirements on time deposits to stimulate bank credit for vehicle financing. Using a Difference-in-Differences approach with fixed effects by credit modality and month, the analysis is based on monthly disbursement data for consumer loans from 2011 to 2018. Twelve rolling monthly windows are used to capture the dynamic evolution of the policy’s effects. Results based on a synthetic control group indicate statistically significant and …

The Acquisition, Consumption, And Disposal Of Clothing: A Qualitative Analysis, Omar H. Alqudsi, Trang Phuc Tran

AMTP Proceedings 2026

Using 22 semi-structured interviews on apparel acquisition, use, and disposal, we find that practical value dominates choice while identity cues matter at the margin. Price and comfort consistently outrank brand and trend. Disposal is purposeful: donation is favored when garments retain utility, with resale and recycling rising alongside sustainability awareness. Consumers often justify purchases as extensions of self yet report lower satisfaction when items lack durability or clear ethical provenance. These patterns align with utilitarian value frameworks and signal clear levers for marketers: durable basics, transparent sourcing, and simple channels for responsible end of life. Overall, everyday clothing decisions follow …

Beyond The Launch: Designing Integrated Marketing Communications Across The Publishing Lifecycle, Philip J. Boutin Jr.

AMTP Proceedings 2026

This paper advances a lifecycle view of integrated marketing communications for book publishing and specifies a practical model beyond launch. We present the Lifecycle IMC in Publishing (L-IMC) framework with four layers—strategic capability, orchestration, phased execution (pre-launch, launch, post-publication), and measurement/learning—grounded in evidence on carryover, cross-media complementarity, discoverability, and the creator economy. Seven propositions predict that lifecycle consistency, coordinated post-publication activity, metadata priming, creator–title fit with clear disclosures, network-aware seeding, continuous testing, and reserved reinforcement budgets improve visibility, conversion, and returns. Design principles include codified message architecture and governance, a vetted creator bench, managed discoverability, sequencing high-trust signals before conversion …

Experiential Learning In Marketing Education: Student Reflections In A Client Based Project, Samit Chakravorti

AMTP Proceedings 2026

This paper explores student experience with a client based project in an upper division marketing class and its impact on development of work readiness skills, learning and satisfaction with the course. The client was a local small business food cooperative. Student reflection papers submitted at the end of the project were content analyzed based on preset categories to understand the impact of the project on the outcome variables. Analysis shows that for most students the project was interesting, relevant but challenging, increased their satisfaction and enjoyment of the course, and positively impacted learning of profession specific and foundational work ready …

Fashion, Function, And Identity: Generation Z College Students’ Athletic Merchandise Preferences, Michelle L. Childs, Robin Hardin

AMTP Proceedings 2026

Generation Z consumers use apparel to communicate both group affiliation and individuality, yet limited research has examined whether preferences for university athletic merchandise differ by gender. This study investigates how Generation Z college students evaluate official branding, fashion, and uniqueness in athletic apparel. Survey data were collected from 777 students at a large NCAA Division I university. Exploratory factor analysis identified three reliable dimensions: official merchandise style, fashion, and uniqueness. ANOVA results indicated no significant gender differences in preferences for official merchandise or uniqueness. However, male students reported significantly stronger interest in fashionable and trend-forward merchandise than female students, challenging …

Influencer Effect? An Examination Of Dunkin’ And Tarte’S Use Of Influencers, Amanda D. Damiano Ph.D., Wenjing Xie Ph.D.

AMTP Proceedings 2026

The purpose of this project was to understand public perceptions of brands using influencers. The brands Dunkin’ and Tarte Cosmetics served as case studies for this study. A mixed-methods approach was undertaken. Specifically, social media listening in the form of a content analysis was conducted. That was then followed by an online survey of students from a medium-sized university in the northeast. A number of factors were measured related to participants’ stated brand and influencer effectiveness on social media in general, as well as specific to Dunkin’ and Tarte. Additionally, participant demographic factors were measured in accordance with their stated …

Ai Fosters Customer Co-Creation For Solo Entrepreneurs Operating Under Resource Constraints, Kamrunnahar Happy, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2026

A growing trend in the modern labor market is solo entrepreneurship or self-employment without employees. Advances in technology and the changing nature of socio-economic environments are reshaping the working environments and creating a new form of employment. (Cieślik & van Stel, 2023). This trend is particularly evident in the United States, where 5.2 million applicants filed for new businesses in 2024, with more than 80% of businesses operating without employees (Melhorn et al., 2024). Solo entrepreneurs can offer both financial and non-financial advantages. It is estimated that solo entrepreneurs earn 6.7% more than traditional employees doing a salary or wage-based …

Customer-Centricity In The Financial Services Sector: A Preliminary Look, Rhea Ingram, Katie H. Whetstone

AMTP Proceedings 2026

Financial institutions are under scrutiny as they work to rebuild consumer trust following the financial crisis. One effective approach for these organizations is to adopt a customer-centric strategy. Research indicates that businesses with a strong focus on customer-centricity tend to earn, on average, 60% higher profits than their competitors (Deloitte, 2017). While genuinely customer-centric companies are relatively rare, many organizations are in the process of transforming into a customer-centric model. This paper offers a preliminary examination of the rhetoric used by financial institutions, suggesting some progress in their customer-centric approach.

Understanding The Life Satisfaction Gap In Political Consumerism: Buycotting Vs. Boycotting, Neleen S. Leslie-Piper, La Toya M. Russell

AMTP Proceedings 2026

Drawing on approach–avoidance motivation, regulatory focus, warm-glow reward, and self-determination theory, this study examines whether political consumerism, specifically boycotting and buycotting, is associated with life satisfaction in environmental and social issue contexts. Using survey data from Prosper Insights, we compare life satisfaction across buycotters, boycotters, and indifferent consumers and examine how Big Five personality traits and demographics moderate these relationships. We predict higher life satisfaction among buycotters than boycotters, and anticipate a moderating effect of personality traits. Our findings advance marketing theory and practice by linking political consumerism to consumer well-being.

Exploring Tiktok Shop And The Correlation It Has With The Gen Z Consumers: Consumers Purchase Decisions Within The Beauty And Personal Care Product Category, Ciara A. Lewis, Richard Waters, Russell B. Clayton, Jaejin Lee

AMTP Proceedings 2026

The purpose of this paper is to understand the correlation between Gen Z consumers’ perceived level of attractiveness, credibility, trustworthiness, and relatability of a TikTok influencer and their intention to purchase beauty and personal care products from TikTok Shop. A quantitative research method was applied, using an online survey to gather data from 154 students between the ages of 18 and 27 from Florida State University. Pearson correlation analyses were used to investigate five hypotheses and one research question. Results indicated that credibility was the strongest correlation with behavioral intentions to purchase beauty and personal care products. There was a …

Does Short-Termism Pay? National Short-Termism, Investment, Innovation, And Equity Returns, Andrew H. Cohen

Theses and Dissertations in Business Administration

We examine whether national short-termism, inferred from corporate language, predicts future real activity, equity returns, risk, and risk-adjusted performance. Using large-scale textual analysis of issuer-linked disclosures and earnings transcripts from the largest firms in twenty major equity markets, we construct country-quarter and annual Short-Termism Scores (STS) capturing the relative emphasis on short- versus long-horizon language.

Higher short-termism predicts lower subsequent gross fixed capital formation, lower research and development intensity, and lower multi-year equity index returns across horizons of up to sixteen quarters. In addition, higher short-termism is associated with greater future market volatility and lower Sharpe ratios, indicating a deterioration …

Craft, Connection, And Code: Consumer Culture In The Age Of Intelligent Technology, Monisha Gupta Dr, Elizabeth C. Alexander

AMTP Proceedings 2026

Contemporary consumption is increasingly characterized by a paradoxical convergence of technological acceleration and cultural re-materialization. Intelligent technologies—artificial intelligence (AI), algorithmic personalization, automation, and data-driven platforms—now structure how consumers search, evaluate, and engage with markets. At the same time, there has been a visible resurgence of interest in craft, making, and effortful consumption practices, including knitting, pottery, woodworking, home fermentation, and other forms of manual production. These practices emphasize tactile engagement, skill acquisition, time investment, and embodied knowledge, standing in apparent contrast to the frictionless efficiency promoted by intelligent systems

A Parsimonious Model Of Social Crm And Reciprocal Social Media Behaviors Among Colombian Consumers, Ainsworth Anthony Bailey Phd, Carolyn M. Bonifield Phd, Juliana Villegas Phd, Alejandro Arias Phd

AMTP Proceedings 2026

The current study explored Colombian consumers interactions and engagement with marketers on social media and the outcome of those interactions and engagement. In particular, the study explored the impact of marketers' support for social media interactions on perceived social customer relationship marketing (SCRM) commitment and consumer satisfaction, as well as their impact on eWOM and consumer social media engagement. The study's model had social exchange theory, commitment-trust theory of relationship marketing, and the S-O-R framework as theoretical underpinnings. Data to test the model's nine (9) hypotheses were collected by survey from among Colombian consumers. Analysis showed support for eight of …

Thirty-Five Years Of Positioning Research: A Bibliometric Review Of Master's And Doctoral Dissertations, Charles Blankson, Wendy Chen

AMTP Proceedings 2026

This paper presents a bibliometric review of 39 master's and doctoral dissertations on positioning, defended at various universities between 1989 and 2024. Using systematic searches and content analysis, the study identifies major theoretical, methodological, and content patterns and trends in positioning research. Findings indicate a sharp rise in the number of dissertations on the concept of positioning over the past 25 years, with most work concentrated in Western institutions and heavily oriented toward brand and product-based applications. Content analysis reveals that most dissertations focus on managerial or applied perspectives, while few engage with positioning theories and digital contexts. Methodologically, earlier …

A Model For Professional Organization Membership Support: Trust, Commitment, Membership Value, And Relationship Quality Commitment, Shawn F. Clouse, Nader H. Shooshtari, Simona Stan, Liz Kohl

AMTP Proceedings 2026

Members of professional associations join these organizations for reasons that include benefits and services to members, advocacy and lobbying on behalf of members and their interests, networking opportunities, and a sense of community and identification with fellow association members. Members are likely to commit to the association and remain as members to the extent they are satisfied with what the association provides and if they perceive the benefits to exceed the costs (not just monetary) of membership. This survey of members of a professional association investigates the relationship between trust, relationship quality commitment, membership dues value and commitment (normative, affective, …

What Graduates See And What Employers Pay; Reconciling Salary Reporting And Total Compensation In Sales And Marketing, John Ertel, George Talbert Jr.

AMTP Proceedings 2026

College students frequently rely on university career centers for salary information when evaluating early-career opportunities. In sales, however, reported compensation figures often reflect base pay only and exclude performance-based earnings such as commissions and bonuses. This study uses a single-university case study to examine whether university-reported salary data for sales roles accurately represents total compensation. Institutional career center reports and national salary projections were compared with insights from employers, sales professionals, and recent graduates. Findings indicate that performance-based compensation constitutes a substantial portion of total earnings in sales roles but is frequently omitted from reported figures, leading to systematic understatement …

Evaluating The Role Of Social Media And Consumer Preferences In The Food Truck Industry, David Farabaugh, Kayla Weslager, Noah Kohan, Anthony George

AMTP Proceedings 2026

This study examines how a mobile food business, specifically a local food truck operating throughout Cambria County, Pennsylvania, can use market insights and strategic marketing to attract new customers and maintain a loyal following. As food trucks continue to grow in popularity and competition increases, offering good food alone is no longer enough to stand out. Instead, success often depends on delivering a memorable overall experience, including efficient service, convenience, brand personality, and consistent customer engagement. Using the featured food truck as a case example, this research analyzes customer preferences, travel patterns, and the influence of social media platforms such …

Coping Under Constraint: How Consumer Vulnerability And Caregiver Status Shape Food Choice And Well-Being, Kerry-Ann V. Forbes, Prachi Gala

AMTP Proceedings 2026

Caregiving is a chronic and understudied form of consumer vulnerability that reshapes everyday decision-making, particularly in food contexts. This research conceptualizes caregiving as a sustained role-based vulnerability. It proposes a moderated-mediation model in which consumer vulnerability influences coping strategies that subsequently affect food choice and consumer well-being. Drawing on the Theory of Planned Behavior, Coping Theory, and Transformative Consumer Research, the study examines how caregiver status (familial, professional, or non-caregiver) serves as a boundary condition that shapes these relationships. A three-phase mixed-methods design is employed: qualitative interviews to refine constructs, a survey–experiment to test the moderated-mediation model, and an experimental …

Dressed For Judgment: What Should Celebrities Wear To Court?, Alaina Jean, Emily Lesmes, Hyunju Shin

AMTP Proceedings 2026

This project explores consumers’ perceptions of celebrities facing criminal charges based on their choice of outfit. On the basis of Weiner’s attribution theory, we argue that when celebrities facing criminal charges are attired in traditional/professional outfits such as a black suit for males or a black knee-length dress for females in court compared with non-traditional/casual outfits such as a casual shirt with a defiant print and sneakers, consumers are likely to infer their remorse for their wrongdoings, which in turn may lead to more favorable attitudes toward the celebrity and higher forgiveness intentions. This research expands understanding of how consumers’ …

Consumer Insights About Art Workshop And Art Boutique Preferences, Lucia M. Johnson, Richard Kaminski, Megan E. Marlin, Craig B. Joyner

AMTP Proceedings 2026

This research explores customer preferences, the effects of local demographics, purchasing habits, and the impact of social media platforms in driving customer engagement and loyalty. By surveying consumers, the study identifies the key qualities necessary to further engage potential and return customers, including pricing, location, and accessibility. The findings suggest a deep appreciation for creating artwork rather than buying artwork, distinct social media opportunities through the utilization of apps such as Instagram, Pinterest, and TikTok, as well as focusing their current offerings while broadening and segmenting their marketing initiatives. However, the study also notes limitations such as a convenience-based sample …

Transactional Platforms Under Goal Duality: Managing Tensions With Coordination Strategies, Nikolina Koporcic, Vesna Damnjanovic, Johan Frishammar, Vinit Parida

AMTP Proceedings 2026

While traditional transaction platforms like Airbnb emphasize economic value creation, some emerging platforms increasingly strive to pursue both economic and social goals. Balancing these dual goals creates tensions, especially in resource-constrained contexts, requiring innovative coordination strategies. Drawing on collective action theory and platform literature, we investigate how four start-up platforms pursuing dual goals manage these tensions. Using case study data from 64 interviews and extensive secondary sources, we identify six core tensions related to mission, user inclusion, scalability, operational control, community engagement, and stakeholder communication. We demonstrate how three key coordination strategies—framing, convening, and multivocality—help alleviate these tensions. Our study …