Digital Commons Network^™

Consumer Insights About Wood Pellets And The Heating Industry, Marlana Krug, Camille Gagnon, Harrison Synder, Ashton Rounsley

AMTP Proceedings 2026

This study investigates consumer purchasing behaviors and decisions within the wood pellet and heating industry with a focus on Central Pennsylvania. Research examined the decisions behind heating sources, pellet retailers, and pellet vendors. These findings are focused on understanding the purchasing habits of consumers, preferred retailers, and other considerations that influence pellet choice. Gaining an understanding of these purchasing choices and heating options is essential for improving marketing strategies. The Customer Engagement Theory served as the theoretical framework for this research, while the survey used quantitative questions to conduct and gather data on household decision-making.  Overall, the findings highlight the …

Dark Sides Of Financial Inclusion: Examining The Buy Now, Pay Later Industry, Neleen S. Leslie-Piper, Ficawoyi Donou-Adonsou, Tina Facca-Miess

AMTP Proceedings 2026

Drawing on mental accounting and dual-process frameworks, this study investigates the relationship between Buy Now Pay Later (BNPL) usage, consumer financial well-being and life satisfaction.  Using survey data from a national sample of over 5,000 American consumers, we employ structural equation modeling to analyze the associations between BNPL usage and social media buy-now-button usage, splurge purchasing, luxury brand purchasing, debt accumulation, financial security, and consumer life satisfaction.

Our results indicate that frequent BNPL usage is a significant predictor of increased social media-driven purchases and luxury consumption, as well as higher levels of revolving credit card debt. These behaviors are associated …

Internship Best Practices: A Comparative Analysis Of A Small Private University (Tiffin University) And A Large Public University (Kennesaw State University), Kellie Mcgilvray, Randy Stuart

AMTP Proceedings 2026

The balance of scholarship and professional practice is a hallmark of career preparation in higher education. While classroom instruction is essential for building foundational knowledge, experiential learning through internships allows students to apply theory in authentic professional contexts.

Are the requirements and administration of internship experiences the same at a small private university (Tiffin University-TU) (student population 3,726/687 business majors) as at a large public university (Kennesaw State University-KSU) (student population 50,000/10,000 business majors) and what best practices can be learned from both organizations? This paper will compare and contrast the practices at both schools and recommend best practices to …

Transformational Leadership’S Impact On Employee Perceptions Of Interactional Justice In Crucial Workplace Conversations, Dana M. Mobley, Irina Toteva

AMTP Proceedings 2026

This study examined a transformational leadership style’s effect on interactional justice in crucial conversations between managers and employees, using perceived leader communication quality as a mediator and followership style as a moderator. Data was collected from an internet survey taken by 251 participants across the United States, and quantitative analysis was performed. Results indicated that perceived leader communication quality mediates the relationship between transformational leadership and interactional justice during crucial conversations. While followership style was not found to moderate this relationship, it was found to be negatively significant with interactional justice, indicating that more exemplary followers perceive slightly less interactional …

Understanding The Benefits Of The Choice Of Free Gifts In Consumer Sales Promotions, Atmadeep J. Mukherjee, Ronn J. Smith, Scot Burton

AMTP Proceedings 2026

Free gifts associated with a focal product have long been recognized as one effective form of sales promotion that is valued by consumers. However, in recent years, in contrast to offering a single fixed free gift to consumers, some marketers have begun to offer consumers the choice among several possible free gifts. In this research, consumer responses to the choice of a free gift are compared to the offer of a single fixed gift. We show how the choice offered to consumers attenuates greater risk associated with the promoted focal product and how the choice can reduce unfavorable effects of …

The Dark Side Of Authenticity: Examining The Ethicality Of Influencer-Led Message Framing In Glp-1 Marketing, Antoinette Okono

AMTP Proceedings 2026

This conceptual paper examines ethical risk in influencer-led message framing within the expanding GLP-1 pharmaceutical marketplace. Although regulatory systems require risk disclosure, influencer communication frequently emphasizes convenience, access, and visible outcomes, potentially shaping interpretations of safety and appropriateness. Drawing on stakeholder theory and marketing ethics, the framework explains how influencer–brand partnership characteristics influence perceived health credibility, which in turn may contribute to consumer harm. Two boundary conditions are specified: consumer health vulnerability and platform governance. Higher vulnerability strengthens the credibility–harm relationship, whereas stronger governance mechanisms, including moderation and accountability systems, attenuate it. The model clarifies how authenticity and experiential narration …

Reimagining Brand Resonance: A Symbolic Interactionist Framework For Influencer-Brand Relationships And Within-Category Switching, Antoinette Okono

AMTP Proceedings 2026

This conceptual paper reinterprets brand resonance as a mechanism for competitive acquisition rather than retention. While traditional frameworks position resonance as the outcome of loyalty and attachment, contemporary markets require strategies that convert consumers embedded in rival ecosystems. Drawing on symbolic interactionism, the model positions influencers as meaning intermediaries who reshape interpretations of identity, relevance, and social permission. Influencer–brand partnership strength initiates a sequential pathway in which effort expectancy and performance expectancy reduce perceived barriers, while a novel construct—switching legitimization—authorizes movement away from incumbent brands. Through repeated mediated encounters, attachment to the target brand develops prior to behavioral change. The …

Green Marketing And Culture: Understanding Hispanic Consumers’ Sustainable Purchase Intentions, Santiago Reyes, Sindy Chapa

AMTP Proceedings 2026

As sustainability becomes a central force in shaping consumer expectations, businesses increasingly rely on green marketing strategies to communicate environmental responsibility and influence purchasing behavior (Polonsky, 1994; Kuria, 2024). This study examines how environmental concern, attitudes toward cause-related marketing (CRM), and cultural values influence purchase intentions, and compares Hispanic and non-Hispanic consumers.

Defining Cultural Credibility: Perceptions Of Authenticity, Representation, And Appropriation In Brand Campaigns, Santiago Reyes, Alessandra Noli, Ashley Johns, Hannah Trandle, Leticia Falcao

AMTP Proceedings 2026

As brands navigate increasingly diverse consumer markets, cultural authenticity has become essential for building trust and relevance. Yet marketing scholarship lacks a clear framework for understanding cultural credibility as distinct from traditional notions of source or brand credibility. This study addresses that gap by examining how consumers conceptualize and evaluate cultural credibility in brand campaigns and collaborations. Drawing on theories of authenticity, cultural identity, and persuasion, the research positions cultural credibility as a socially constructed judgment shaped by perceived authenticity, shared values, and relational alignment. Using semi‑structured interviews and focus groups with multicultural consumers, the study employs thematic analysis to …

When Ai Joins Your Teaching Team: Reinventing Sales Education With Ai, Cindy B. Rippé, Caroline K. Munoz

AMTP Proceedings 2026

A key component of sales education is role-play practice, but grading role-plays is time-consuming and a beneficial but unscalable activity. Additionally, students struggle to act as a buyer in role-play practice because they have no business experience. The inability to act as a realistic buyer can impede sales call practice. This research empirically examines how the use of AI role-plays using Yoodi in a professional selling class impacts students and instructors. This research empirically examines how the use of AI role-plays in a professional selling class impacts students and instructors. Findings through a qualitative analysis of student feedback reveal that …

Human Or Bot? How Tripartite Privacy Concerns Shape Ai Service Adoption, La Toya M. Russell, Neleen Leslie-Piper

AMTP Proceedings 2026

This study investigates how tripartite privacy concerns: online, offline, and AI-specific, shape consumer preferences for AI chatbots versus human representatives across five service sectors. Utilizing a large-scale U.S. sample, the research extends privacy calculus theory by conceptualizing privacy concern as a single trait.

Findings reveal that participants who prefer human interaction consistently report higher mean privacy concern scores than those who prefer AI. However, this “human preference” weakens as the sector's inherent risk increases. While significant differences exist in retail and travel, they disappear in high-stakes contexts like healthcare. The results suggest that while AI privacy concerns are unique, they …

From Personas To Experience Appetites: Extending Identity-Based Profiles To Improve Behavioral Prediction In Tourism, John Story

AMTP Proceedings 2026

Personas are widely used in tourism marketing, representing consumer segments through stable demographic, psychographic, and lifestyle profiles. While effective for communication and creative strategy, personas are limited in predicting specific behaviors. This research introduces experience appetites—derived from Fennell’s (1978) Perceived Product-Use Situation framework—as a complementary, behaviorally grounded extension. Whereas personas describe who the consumer is, experience appetites capture the motivational state activated within a particular decision context. Using data from repeat visitors to multiple destinations, we demonstrate substantial within-person variation in motives across trips, even to the same location. While persona categories alone failed to predict these shifts; appetite …

Perceived Authority Of Ai-Generated Videos And Consumer Vulnerability, Kungpo Paul Tao

AMTP Proceedings 2026

The rapid integration of artificial intelligence (AI) into social media has transformed how consumers watch, interpret, and engage with video content. While AI-driven personalization enhances engagement, the growing realism of AI-generated videos blurs the boundary between authentic and fabricated content, increasing consumer vulnerability. This study examines how creativity influences consumer attention, interpretation, and interaction with AI-generated videos, and how it moderates the relationship between perceived authority and consumer engagement. Using secondary data collected from YouTube, the study analyzes publicly available AI-generated videos and user responses, including engagement metrics and comment-based sentiment indicators. The findings reveal that most consumers struggle to …

What Drives Solar Energy Adoption? An Exploratory Study, Can Trinh

AMTP Proceedings 2026

Environmental pollution and its detrimental impact on people around the world have received significant attention in the past decades. As concerns for the environment grow, there have been increasing calls to adopt more environmentally-friendly practices in all aspects of life, including the adoption of green energy (Siddiqua et al., 2022). Green energy has become a hot topic in political debates (Schipani, 2023) because it can shape the future of global trade (Joselow, 2023) and the utility industry landscape (Waldholz, 2023). Recent polls showed that up to 80% of Americans were in favor of green energy in place of non-renewable energy …

Cute, Collectible, And Contagious: Understanding The Starbucks Bear Cup Phenomenon, Natalya Vodopyanova

AMTP Proceedings 2026

This study examines the Starbucks Bear Cup phenomenon to understand how identity expression, scarcity perceptions, and fear of missing out (FOMO) shaped consumer engagement during a highly publicized limited-edition product drop. Using Consumer Culture Theory and scarcity/FOMO frameworks, the research investigates how consumers constructed meaning around the Bear Cup through social media displays, community rituals, and symbolic participation. A qualitative content analysis of Instagram posts revealed five dominant patterns: celebratory acquisition posts, expressions of scarcity frustration, curated identity displays, community interaction, and creative substitution using bear-shaped alternatives. Findings show that consumers used the cup as a vehicle for identity signaling …

A Case Study On Building Core Curriculum With Purpose And Perspective, Christopher A. Wilkey, Austin Hostetter

AMTP Proceedings 2026

Business schools face pressure to deliver career-ready, ethically grounded graduates. This interpretive case study examines a Midwestern university's two-year redesign of its business core curriculum. Using interviews with nine task-force members and three external stakeholders, reflexive memos, and review of meeting notes, draft proposals, curriculum maps, and stakeholder communications, we trace how collaboration and strategic planning shaped key choices. Findings highlight three design moves: making professional selling a required competency, introducing a sustainability-focused "Beneficence in Business" course aligned with institutional mission, and creating a problem-solving course that emphasizes critical thinking and growth mindset. External signals (enrollment shifts, employer feedback, and …

Marketing Mindsets Abroad: A Longitudinal Qualitative Study Of Reflective Learning, Brand Meaning-Making, And Career Readiness In An Oxford-Based Study Abroad Program, Kari Wood, Kelly La Venture

AMTP Proceedings 2026

Marketing education faces a persistent transfer challenge; students may master concepts yet struggle to apply them in judgment, ethics, and persuasive communication in ambiguous contexts. This study reports early findings from a longitudinal qualitative case study of EuroSpring, an Oxford-based study abroad program that integrates cultural heritage learning with progressively stronger marketing experiences. Data include weekly reflections and course artifacts from two cohorts: 2024 (n = 15; heritage emphasis) and 2025 (n = 13; marketing-integrated commerce experiences including Harrods, Cadbury World, Borough Market, and an Indian Motorcycle heritage brand experience at Krazy Horse). Using reflexive thematic analysis, students framed place …

Selling The Self: Personal Branding And Impression Management On Linkedin, Matthew A. Gilbert

AMTP Proceedings 2026

Drawing on Erving Goffman's self-presentation theory, this study examines how professionals construct personal brands on LinkedIn through strategic identity performance. Using qualitative content analysis, the research analyzes 250 publicly available posts from 50 professionals across five occupational categories. The analysis employs deductive coding guided by Goffman's concepts of front-stage performance and impression management, examining visual elements, linguistic strategies, content themes, and engagement tactics. Data is analyzed using NVivo software. This study contributes to marketing theory by conceptualizing personal branding as both a communication practice and economic behavior, illuminating how professionals balance authenticity, visibility, and strategic positioning on career-focused platforms where …

Consumer Protest In A Hyperconnected World, Cara Lewis Levin, T. Andrew Poehlman, Angeline Scheinbaum

AMTP Proceedings 2026

Consumer protest in various forms—boycotts, negative word-of-mouth, brand sabotage—has largely been theorized within an “old” broadcast model of marketing, where firms spoke one-to-many and controlled most brand-related discourse. In contrast, today’s “hyperconnected” model embeds brands in dense human–technology networks, where social media, microtargeting, and always-on feeds shape how brands enter people’s lives and how protest unfolds. This paper argues that the informational substrate shift from broadcast to hyperconnectivity requires a fundamental rethinking of consumer protest. We first contrast the broadcast and hyperconnected models, then outline hyperconnectivity’s implications at the firm, consumer, and societal levels. We then revisit canonical constructs (e.g., …

The Effects Of Covid 19 Job Demands On Public Sector Employees’ Organizational Commitment: The Mediating Roles Of Work Engagement And Job Burnout, And The Moderating Role Of Supervisor Support, Benjamin R. Kaufman

Psychology Theses & Dissertations

United States citizens rely on state government employees to provide essential public services. During the COVID-19 pandemic, these employees responded by administering both routine and novel procedures to protect public health, often placing them on the frontlines and at increased risk of contagion. Concurrently, the pandemic-driven economic downturn created budget shortfalls that threatened the job and financial security of the state workforce. Together, these conditions substantially increased job demands for state government employees.

Guided by the Job Demands–Resources (JDR) Model, this study examined how COVID‑19-related job demands influenced state employees’ work engagement, job burnout, and organizational commitment, and whether supervisor …

Extending The Job Demands-Resource Model In Classified Work Environments: A Longitudinal Analysis Of Job Demands, Resources, Job Satisfaction, And Retention Among Engineers, Gregory Gooden

Engineering Management & Systems Engineering Theses & Dissertations

The Job Demands–Resources (JD-R) model is a widely used framework for understanding how work conditions influence employee attitudes and retention-related outcomes. However, empirical evidence testing JD-R dynamics in classified technical work environments remains limited, particularly using longitudinal designs that account for structural constraints, nonrandom participation, and outcome-specific measurement challenges. Classified work is characterized by persistent demands, restricted flexibility, and security-driven limitations on available resources, raising questions about whether and how JD-R processes generalize to this context.

This study examines whether job demands and job resources predict subsequent job satisfaction and retention intent in a classified technical workforce using multi-wave longitudinal …

Evaluating Current And Prospective Major League Soccer Marketing Strategies To Spanish Speakers In The United States, Larissa Lee

Honors Theses

This quantitative study identifies the relationship between Spanish-language marketing and Major League Soccer (MLS) fandom and support among consumers. Data were collected by administering a survey in both English and Spanish to ensure inclusivity and increase accessibility. A total of 497 responses were collected, and a series of simple linear regressions were conducted using SPSS to evaluate if MLS fandom and team support could be predicted by language preference for marketing campaigns, perceptions of current Spanish-language content availability, cultural representation, cultural inclusion, and demand for more Spanish-language content.

Results indicated statistically significant differences across all hypotheses. Regarding the dependent variable …

Does Sponsorship Context Matter? Comparing Local And National Sponsorship Effects On Consumer Behavior, Kathryn Flock

Honors Theses

Sponsorship use has become increasingly important as a marketing strategy for influencing consumer perceptions of the sponsoring company. This, in turn, establishes consumer relationships that result in favorable behavioral intentions. While prior research has examined national and global sponsorships, there is limited research on the differences between national and local sponsorships and how these differences could influence consumer perceptions and behavioral intentions. The purpose of this study was to examine how local or national sponsorship affects consumer perceptions, including sincerity, trust, attitude toward the sponsor, and behavioral intentions.

A mixed-methods approach was employed for this study. Study 1 used qualitative …

Financial Fraud In Mississippi Public Agencies: Case Studies Of Control Failures And Implications On Civic Engagement, Gracie Sullivan

Honors Theses

This study analyzes the relationship between financial fraud in Mississippi public institutions and its potential impact on civic engagement. While the existing literature explores the mechanics of fraud through frameworks such as the Fraud Triangle and the role of internal controls in preventing misconduct, limited research examines how government corruption influences civic disengagement, particularly in Mississippi. Using a quantitative, comparative research design, this study examines the relationship between major public financial fraud cases and voter turnout in case-linked and comparison counties. These cases include the Mississippi TANF welfare fraud, the Department of Corrections bribery case, and the misuse of funds …

The Mental Advantage: The 10 Disciplines That Separate The Elite From The Average, Scott Williams

Doctor of Strategic Leadership (DSL) Capstone Abstracts

Title of Project

The Mental Advantage: The 10 Disciplines That Separate the Elite from the Average

Defense Date

April 1, 2026

Candidate Name

Scott Williams

Personal Email Address

[email protected]

First Advisor

Dr. Joshua Henson, PhD

Second Advisor

Dr. Michael Steiner, PhD

DSL Final Project Abstract

Project Type

This project was a book manuscript designed to develop and present a practical leadership framework for high-performance individuals and organizations.

Project Overview

This project explored the concept of Elite Mental Execution™ as a structured framework for understanding and developing high-performance leadership. Drawing from nearly three decades of professional experience in leadership, executive coaching, …

Price Endings Of Online And Offline Retailers: Round And Just-Below Pricing, Kwanho Suk, Gaeun Kim, Dongwon Lee, Xuanting Jin

Asia Marketing Journal

This study investigates and compares price-ending strategies employed by online and offline retailers. Analyzing 210,456 prices from retailers in US, South Korea, and China reveals significant differences in price-ending between online and offline retail formats. Online retailers exhibit a lower propensity to utilize round prices (e.g., ending in 0) and just-below prices (e.g., ending in 9) than offline retailers. This research discusses potential explanations for these observed discrepancies, focusing on the distinct price-setting environments and consumer purchasing behaviors of online and offline retail.

Exploring The Relationship Between Esg Activities And Firm Performance: The Carrot And Stick Approach, Jeongbin Whang, Jong-Ho Lee, Jaeho Lee

Asia Marketing Journal

This study uses stakeholder theory to investigate the impact of firms' ESG activities on performance, paying particular attention to the moderating roles of executive ESG compensation (the ``carrot'') and external ESG audits (the ``stick''). Utilizing Thomson Reuters ESG data from 1,523 US firms over six years (2017–2022) and applying fixed-effects models, the analysis reveals that environmental and social activities are positively associated with firm performance. In contrast, governance activities are negatively related to financial performance but positively related to non-financial outcomes. Furthermore, executive ESG compensation and external audits positively moderate the relationship between ESG activities and firm performance. Executive compensation …

Internal Public Relations Influence On Organizational Citizenship Behaviors: Integrating Social Identity Perspectives In Organizational Contexts, Daewook Kim

Asia Marketing Journal

This study examined how internal public relations encourages employees to participate in organizational citizenship behaviors. Using a national survey of employees (N = 339), we tested a conceptual model that proposed linkages among dialogic internal communication, organizational social capital, communal relationships, and organizational citizenship behaviors. The results suggest dialogic internal communication can enhance organizational social capital and encourage internal publics to participate in organizational citizenship behaviors. Additionally, organizational social capital mediated the effects of dialogic internal communication on communal relationships and organizational citizenship behaviors. The findings highlight a critical connection between public relations and social identity perspectives within organizational …

Temporal Dynamics Of Online Shopping: A Multidimensional Clustering Approach For Optimizing Time-Specific Advertising Strategies, Hye Ra Oh, Yunjae Cheong

Asia Marketing Journal

This study clusters consumers according to their hourly online shopping consumption patterns and develops optimized advertising strategies that can be practically applied by companies. Specifically, we considered multidimensional variables related to consumers, including demographic characteristics, shopping frequency, information search and content consumption characteristics, and lifestyle traits. We explored consumer types by comparing various clustering algorithms and applying the optimal clustering method for each time period. The analysis results show significant differences in payment amounts according to payment time periods. Regarding consumer types, consumption tendencies are distinctly differentiated by payment time periods, with each cluster showing different characteristics. This study is …

Does Ai-Driven Empathy Work In Healthcare Marketing? The Impact Of Cognitive And Affective Empathy In Chatbots And The Moderating Role Of Illness Type, Jee Won Kim, Yeonsoo Kim, Jino Chung

Asia Marketing Journal

Recognizing the growing potential of AI-generated chatbots in healthcare and healthcare marketing, this study investigates how different types of chatbot-expressed empathy influence user responses in stigmatized versus non-stigmatized health contexts. Perceived authenticity is introduced as a key mediator. Drawing on Mind Perception Theory, a 3 (empathy: none, cognitive, affective) × 2 (illness type: stigmatized, non-stigmatized) online experiment was conducted. The findings show that affective empathy reduced perceived authenticity, which subsequently decreased user satisfaction, perceived understanding, reuse intention, and follow intention. These indirect effects varied by illness type: in stigmatized contexts, non-empathetic communication was viewed most favorably, whereas in non-stigmatized contexts, …