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Marketing Strategy In The Age Of Ai, Mary C. Martin

All Open Educational Resources

Marketing Strategy in the Age of AI is an Open Educational Resource designed to help students master foundational marketing strategy while understanding how artificial intelligence is reshaping marketing practice. The textbook emphasizes core strategic thinking and positions AI as a tool that enhances, rather than replaces, human judgment and decision-making. The book covers key areas of marketing strategy across the marketing mix, including environmental analysis, market research, product development, pricing, distribution, and promotion. Each chapter introduces established marketing frameworks and then explores how AI-driven tools and data improve insight, speed, and effectiveness in real-world marketing decisions. Examples and cases highlight …

A Policy Reversal As Structural Break: A Lesson From China’S Land Lease Financing For Infrastructure, Yilin Hou, Lin Li, Lei Shao

Center for Policy Research

Land-based revenues as a fiscal instrument to finance infrastructure tie public investment to real estate markets, where demand fluctuations cause fiscal consequences. This paper takes policy reversals as structural breaks and examines their impacts on infrastructure investment. We dissect China’s 2016 policy reversal that disallowed developers to finance land purchase with debt, causing sharp declines in local government land revenues, slashing their fiscal base for infrastructure investment. Using prefecture-level panel data and continuous difference-in-differences identification, we estimate the reversal reduced land-lease revenues by 55%. Two-stage least squares estimates suggest a 10% land-revenue decline translates into 6.6% investment reduction. Decomposing the …

2026 Spring Convocation Program, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2026 Morehead State University Convocation Program from January 7, 2026.

From Miso To Tray-C: The Impact Of Hedonic And Utilitarian Name Preference On Non-Humanoid Service Robots In Restaurants, Fatmah Almeer, Amit Sharma

ICHRIE Research Reports

Service robots are become common in the restaurant industry. Robot suppliers recommend business name such robots to increase the likelihood of their acceptance by employees and consumers. The purpose of this study was to investigate the preferences of robot names representing "Utilitarian" and "Hedonic" attributes. Our findings show that study respondents had a significantly stronger preference for hedonic names compared to utilitarian names. Names with hedonic attributes were perceived positively and were considered more trustworthy. The name identified through this study was adopted for the service robot at a hospitality management program in the United States. This report also provides …

The Influence Of Green Advertising, Green Packaging, And Eco Label On The Green Purchase Intention Of Young Consumers In Indonesia, Asep Rokhyadi Permana Saputra, Aldia Anexa Putri Romanza, Kakanita Ari Puspitasari, Alifah Widya Rachmawati

Business Review

The waste problem in Indonesia is an unresolved problem to date, the highest percentage contributor is household waste. This study highlights how the role of the younger generation in reducing the impact, with their marketing knowledge and responsibility towards the environment.

The specific objective of this study is to examine the influence of young Indonesian consumers on (1). Green Advertising, (2). Green Packaging, and (3). Eco labels on Green Purchase Intention.

Using simple random sampling, data was collected using a google forms survey with a sample of 385 respondents according to the lameshow formula. Data were analyzed using structural equality …

Lindenwood Signs Education Partnership Agreement With The National Geospatial-Intelligence Agency, Lindenwood University

Archived Lindenwood Press Releases

No abstract provided.

The Determinants Of Internal Fraud Using The Fraud Hexagon Framework: A Study Of The Banking Sector Listed On The Indonesia Stock Exchange, Annisa Zikria, Srihadi Winarningsih, Faoziah Ulfah Fatmawati

Journal of Accounting Auditing and Business

This study examines the determinants of internal fraud in Indonesian listed banks by applying the Fraud Hexagon framework (pressure, opportunity, rationalization, capability, arrogance, and collusion) to the banking sector on the Indonesia Stock Exchange (IDX) over 2020–2024. Internal fraud is operationalised as the number of internal fraud cases disclosed in each bank’s annual report during the study period. The analysis uses a balanced panel of 23 banks across five years (total 115 observations) and estimates a panel least squares model with cross-section fixed effects to control for time-invariant heterogeneity across banks. Pressure is proxied by the non-performing loan ratio, opportunity …

Aspects Of Board Diversity And Audit Fees: Evidence From An Emerging Economy, Aref M. Eissa, Yasser Eliwa, Ahmed Diab

All Works

This study examines the impact of board diversity by gender and nationality on audit fees. It also assesses how board diversity moderates the relationship between corporate financial risk and audit fees in the context of recent governance changes in Egypt, as a developing country. Using a sample of 360 firm-year observations of non-financial firms listed on the EGX100 from 2014 to 2019, we conduct univariate and multivariate analyses to examine the impact of board diversity on audit fees after controlling for firm and audit committee characteristics. Our results indicate a significant positive effect of corporate boards’ gender and national diversity …

Assessing The Influence Of Audit Committee Characteristics On The Effectiveness Of Risk Management Practices In Public Statutory Corporations In Tanzania, Gerald J. Soi, Siasa Issa Mzenzi, Said Suluo

Business Management Review

This study was conducted to examine the influence of audit committee characteristics on the effectiveness of risk management in Public Statutory Corporations (PSCs) in Tanzania, and the moderating effect of the size of an entity on this relationship. A structured questionnaire was used to collect data, which was completed by 424 chief internal auditors and directors of finance from PSCs across various Tanzanian regions, and analysed using SmartPLS (PLS-SEM) version 4.0. The findings indicate that the expertise of the audit committee and the frequency of meetings with a substantive risk agenda positively influence risk management effectiveness in PSCs. Conversely, the …

Audit Expectation Gap Factors And Stakeholders’ Confidence In Nigerian Quoted Firms, Abdul-Azeez Adeniyi Alao, Okikijesu Olaide Olaniyan, Olumayowa Ayorinde Jacob

Journal of Accounting Auditing and Business

The Audit Expectation Gap (AEG) has emerged as a demanding concern in the auditing profession, with far-reaching implications for corporate governance, financial reporting, and stakeholder trust; hence, this study investigated the effect of the AEG factors on the stakeholders’ confidence in Nigerian quoted firms. The study employed a cross-sectional survey research design, while a total of one hundred and three (103) valid responses were used for the analysis. The data was analysed via the regression analysis with the aid of the Statistical Packages for the Social Sciences (SPSS) at a 5 per cent level of significance. The findings revealed that …

Strategic Distribution, Digital Marketing, And Open Innovation: Toward Integrated Capability Development For Sme Performance, Johannes Baptista Halik, Maria Yessica Halik, Septin Basongan, Jhoel Mapau

Asia Marketing Journal

This study examines the impact of Distribution Strategy on SME performance, with Digital Marketing and Open Innovation as mediating variables. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data were analyzed from 250 SMEs in Makassar, Indonesia. The results show that Distribution Strategy positively affects performance, both directly and indirectly through Open Innovation. However, Digital Marketing does not serve as a significant mediator, indicating that its use among SMEs may still be limited to tactical functions. Open Innovation emerges as the strongest contributor, highlighting its role in converting distribution capabilities into performance gains. The study enriches Resource Advantage (R-A) Theory …

Mitigating Appearance Threats: The Differential Effects Of Compensatory Consumption On Self-Control, Yi-Seo Jo, Eunice Eun-Sil Kim

Asia Marketing Journal

Appearance threats, arising from gaps between one’s appearance and societal beauty standards, weaken self-control the capacity to favor long-term goals over immediate impulses. This research explores how compensatory consumption mitigates these effects, focusing on type (within-domain vs. across-domain) and timing (near-future vs. distant-future) across two studies. Rooted in symbolic self-completion and construal level theories, Study 1 examines how compensation type affects self-control under appearance threats, with rumination as a mediator. Findings show across-domain compensation sustains self-control by diverting focus from appearance concerns, unlike within-domain compensation, which heightens rumination and impairs self-regulation. Study 2 investigates how compensation timing moderates these outcomes, …

When And Why Managerial Responseswork: A Dual-Process Model Of Linguistic Cues, Review Rating, And Usefulness, Jungwon Lee, Cheol Park

Asia Marketing Journal

This research develops and empirically tests a contingency model explaining how specific linguistic characteristics of a firm's response to an online review influence the review's usefulness. We argue that the diagnostic value of different linguistic cues is contingent upon the reader's information processing mode-systematic versus heuristic-which is triggered by the valence of the original review's rating. An econometric analysis of 41,704 review-response dyads from TripAdvisor reveals that a conceptual cue (personalization, operationalized as topical relevance) and a perceptual cue (readability) both significantly increase review usefulness. In contrast, another perceptual cue (Linguistic Style Matching) decreases usefulness, a finding we interpret as …

“It’S A Dupe, Not A Counterfeit!” An Exploration Of Motives For Dupe Consumption Motives, Jungyong Ahn

Asia Marketing Journal

This study was designed to explore consumer motives for dupe consumption and to measure the influence of these identified motives on consumer satisfaction with dupe products and intention to sharing dupe products. Through a literature review and in-depth interviews, five key consumer motives were anticipated: (1) self-protection, (2) saving money, (3) anti-materialism, (4) mimicry, and (5) enjoyment. Corresponding measurement items were developed to assess these motives. A factor analysis conducted on survey data collected from 300 respondents successfully confirmed the extraction of these five motives as expected. Moreover, regression analysis further demonstrated the statistically significant positive impact of these motives …

The Impact Of Sense Of Power On Consumer Click-Through Intention Under Ai Personalized Recommendation, Li Li, Dhakir Abbas Ali

Asia Marketing Journal

This study investigates how consumers' sense of power influences their click-through intentions in AI-driven personalized recommendation systems. While prior research has explored personalized marketings impact on consumer behavior, the role of perceived power remains understudied. Through scenario-based experiments, we find that a heightened sense of power enhances engagement with AI recommendations, with self-efficacy as a key mediator. However, this effect weakens when privacy concerns are high, highlighting privacy as a critical moderating factor. Specifically, empowered consumers are more likely to interact with AI recommendations, but only when privacy risks are minimal. These findings deepen our understanding of consumer-AI interactions, emphasizing …

Continuous Learning And Customer Value Creation In The Healthcare: Mediating Effects Of Innovations Adoption Value Recognition, Binto M. Binto, Omari Khalifa Mbura

Business Management Review

This research investigates the influence of continuous learning on the effectiveness of customer value creation in the Tanzania’s healthcare system, with a specific focus on the mediating effects of innovation adoption value recognition. Using a cross-sectional design, data were collected from 360 healthcare professionals across three zonal referral hospitals in Tanzania. Data analysis employed a structural equation modelling using SMART-Partial Least Squares software version 4.0. The findings indicate that continuous learning enhances healthcare customer value creation both directly and indirectly. Also, innovation adoption value recognition serves as a mediating variable of the direct causal relationship, offering partial mediation effects between …

Effects Of Ai Transparency On Perceived Fairness In Ai-Driven Selection Tools: The Mediating Roles Of Ai Literacy And Attitudes Towards Ai, Tony Mellek

Industrial-Organizational Psychology Dissertations

Artificial intelligence is becoming an increasingly prominent feature of modern hiring, creating opportunities to enhance efficiency and consistency in selection. This study examined how AI transparency, AI literacy, and attitudes toward AI shape applicants’ perceptions of fairness when engaging with AI-scored pre-hire assessments. A sample of 290 U.S. adults were randomly assigned to either a high- or low-transparency hiring scenario and then completed measures of AI literacy, attitudes toward AI, and procedural fairness. Results indicated that both AI literacy and attitudes toward AI were strong and significant predictors of perceived procedural fairness, suggesting that applicants who feel knowledgeable about AI …

Charting The Distinct Rights Of Sea Workers In European Waters : A Focus On Decent Working Time, María Carrera-Arce, Raphael Baumler, Laura Carballo, Bikram Singh Bhatia

Reports

The document contains three distinct reports:

• The Report 1 ‘Social rights of sea workers in European waters – A Legal study’ discusses sea workers labour regulations in Europe, including cross-sectoral and sector-specific instruments. (pp. 13-68)

• The core of Report 2 ‘Ensuring decent working time for the future – Seafarers under EEA and non-EEA flags’ analyses flags State working-time requirements in the EEA and selected non-EEA jurisdictions. (pp. 69-131)

• The Report 3 ‘A working time comparative analysis – Examples of labour gaps between sea and land workers’ explores in depth working time between sea workers and other occupational …

Bridging The Divide Between Scholarly And Popular Leadership Writing, Nathan S. Hartman, Thomas A. Conklin

Faculty Publications – Management

Leadership writing occupies a space between theoretical complexity and the human desire for practical insight. While popular leadership books often achieve wide resonance without scholarly rigor, academic journal articles frequently achieve rigor without broader relevance. Our article offers reasons for this bifurcation and suggests the use of the hermeneutic circle as a frame to interpret popular leadership texts not as threats to academic credibility, but as opportunities for reflection and reorientation. Through the hermeneutic circle, the relationship between scholarly and popular texts is conceptualized as recursive interplay between parts (e.g., rigor, audience) and wholes (e.g., influence, disciplinary norms). Rather than …

Advancing Screening For Intimate Partner Violence In Pregnant Individuals Throughout The Perinatal Period To Prevent Adverse Pregnancy And Maternal Outcomes, Emilia R. Valdez

Nursing | Senior Theses

Background: Intimate Partner Violence experienced by pregnant individuals contributes to adverse pregnancy outcomes and maternal health. A mother’s exposure to Intimate Partner Violence (IPV) can affect their ability to carry a healthy pregnancy to term (38 – 40 weeks gestational age) and places them at risk for comorbidities including; Preterm birth, Intrauterine Growth Restriction, Low Birth Weight/ Small for Gestational Age, Premature Rupture of Membranes and Miscarriage. The incidence of IPV screening is not accessible to all pregnant individuals due to healthcare providers lack of education, time constraints in the workplace, bias and discomfort towards IPV. The implementation of IPV …

The Relationship Between Registered Nurse Burnout, Organizational Engagement, And Quality Outcomes In Acute Care Hospitals, James E. Parsons

Theses, Dissertations and Capstones

Registered Nurse (RN) burnout remains a significant challenge in acute care hospitals, with far-reaching consequences for staff well-being, organizational performance, and patient care outcomes. Characterized by emotional exhaustion, depersonalization, and a reduced sense of personal accomplishment, burnout among RNs contributes to decreased job satisfaction, increased turnover, and compromised care quality. Despite extensive research on burnout, few studies have integrated theoretical frameworks such as the Theory of Reasoned Action (TRA) with large-scale, nationally representative data to empirically test how burnout influences organizational engagement and healthcare quality outcomes.

This quantitative, non-experimental study examined relationships among RN burnout, organizational engagement, and patient care …

Trading With The Enemy: A Coopetitive Perspective Of Resource Exchange At Arm’S Length, Zhefei Li, David Gomulya, Heli Wang

Research Collection Lee Kong Chian School Of Business

Research Summary: Research on inter-firm cooperation often focuses on long-term strategic alliances while overlooking the distinct form of arm's-length resource exchanges. Our study addresses this gap using the National Basketball Association (NBA) data for precise resource exchange measurements. Contrary to strategic alliances, where competitive pressure fosters cooperation, we find that competitive pressure reduces cooperation in arm's-length exchanges. However, relational capital helps to facilitate resource exchanges. We also found that while resource bundling exacerbates the negative effect of competitive pressure, it amplifies the positive effect of relational capital. Interestingly, relational rivalry intensifies the impact of competitive pressure but does not diminish …

Supplemental Files For "From Knowledge To Practice: Deia Perspectives, Faith-Based Policies, And Job Postings", Sarah E. Keil, Meredith Ader, Gina K. Bolger, Ryan Yoakum

University Faculty Publications and Creative Works

Supplemental files for the book chapter, "From Knowledge to Practice: DEIA Perspectives, Faith-Based Policies, and Job Postings." Tge job posting spreadsheet and reference list are available below.

Job Posting Spreadsheet

The PDF of the Job Posting Spreadsheet includes the following items:

• A comprehensive spreadsheet of the job ads used in this project, with additional information about the institution included (DEIA statement, affiliations, accreditation, etc.)

• A spreadsheet with other information about the institutions, including links to statements of faith, missional documents, etc.

• A spreadsheet with information about how DEIA is defined by various organizations and accrediting bodies

• Color coding key

• An …

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Maintaining Balance And Wellness In Remote Work, Michelle Bartlett

Educational Leadership & Workforce Development Faculty Publications

In today's rapidly evolving work environments, remote work has become more than a trend; it is now a mainstay and rising (Ewers & Kangmennaang, 2023). This shift has necessitated a re-evaluation of traditional work paradigms, particularly in the realms of work-life balance and employee wellness. This chapter details the core strategies for thriving in remote work settings by setting boundaries, combating isolation, and fostering supportive corporate cultures. Transitioning from offices to remote work can blur the lines between personal and professional lives (Bella, 2023; Beňo, 2023). This section provides practical advice on how remote workers can effectively delineate these aspects. …

The Ai Revolution In Virtual Try-Ons: A Means-End Chain Model Perspective, Ju-Young M. Kang, Ji Young Lee, Dooyoung Choi, Sumin Helen Koo, Jeehyun Song, Youngjin Bahng

Educational Leadership & Workforce Development Faculty Publications

Leading brands have begun to implement artificial intelligence-driven virtual try-on (AI VTO) technology, which helps reduce returns and increase conversion rates, repeat purchases, and customer loyalty. This research aimed to examine how retail user experience with specific perceived quality factors of AI VTOs influences users’ value equity and downstream loyalty and to investigate the moderating effects of clothing in relation to the self as structure and concern for physical appearance, based on a Means–End Chain model. Data were collected from 509 U.S. online apparel shoppers using a consumer panel. Structural equation modeling and multigroup analysis were used for data analysis. …

Technology Adoption Risk In A Mongolian Precast Concrete Manufacturer Operating In An Emerging Market, Tselmeg Enkhtuvshin

Business ETD Collections

This study examines the risks associated with the adoption of Industry 4.0 technologies in a precast concrete manufacturing firm in Mongolia, with particular focus on an emerging market context. Although Industry 4.0 technologies can improve productivity, efficiency, automation, and responsiveness to changing market conditions, their implementation can involve significant financial, operational, organisational, and market-related risks. These challenges may be particularly pronounced in emerging economies where limitations in infrastructure, regulatory frameworks, and skilled labour can affect technology adoption. Using a case study approach, the research identifies the key risks associated with technology adoption and examines how these risks interact during the …

Scaling Sustainable Fashion: Consumer And Operational Insights From Human Collective, Pedro Zeballos

Business ETD Collections

This study investigates the factors influencing consumers’ intention to purchase sustainable fashion, with particular focus on the persistent attitude-behaviour gap between consumers’ stated commitment to sustainability and their actual purchasing behaviour. The research examines key demand-side factors, including attitudes towards sustainable fashion, willingness to pay, price sensitivity, and trust in sustainable fashion brands, alongside supply-side and operational factors that may influence consumers’ ability to make sustainable purchasing decisions. A mixed-methods approach is adopted, combining survey data from consumers with an interview with a staff member from Human Collective. The study aims to identify the main barriers and drivers affecting sustainable …

The Impact Of Brand Awareness On Customer Perceptions And Purchasing Decisions At Small Chinese Takeaway Restaurants In Ireland, Jiajia Wang

Business ETD Collections

This study examines how brand awareness influences customer perception and purchasing decisions, and explores the branding challenges faced by small Chinese takeaway businesses in Ireland. A mixed-methods approach was used, combining 57 customer questionnaires with three semi-structured interviews with takeaway business owners.

The findings show that brand awareness influences customer purchasing behavior, as customers are more likely to choose familiar takeaway brands. However, its impact on customer perception, particularly perceived value and willingness to pay, is limited. Customers place greater importance on practical factors such as price, food quality, and service.

The study also identifies key branding challenges for small …

The Direct Impact Of The 2026 Tariff Hikes On The Cost Of Living For Mexican Consumers, Alexia Sarai Alvarez Sanchez

Business ETD Collections

This study examines the impact of Mexico’s 2026 tariff increases on household welfare, consumer behaviour, and perceptions of rising living costs; the research explores the extent to which protectionist trade policies achieve their industrial objectives while also affecting consumers and overall economic welfare. The study draws on key theoretical perspectives including comparative advantage, industrial policy, trade diversion, pass-through theory, and behavioural economics.

The research adopts a quantitative exploratory approach, combining a review of existing literature with primary data collected through an online survey of 50 Mexican participants; the survey was designed to evaluate perceptions of price increases, financial pressure, and …

Reliance Retail (Ajio): Digital Payment Trust, Perceived Cybersecurity, And Indian Consumers’ Intention To Shop Cross-Border Online, Mohammed Amer Ahmed

Business ETD Collections

This study examines how digital payment trust and perceived cybersecurity influence Indian consumers’ intention to shop cross-border online through Reliance Retail’s AJIO. The research used a quantitative cross-sectional survey of 59 Indian adults with online shopping experience. Data were analysed in SPSS using descriptive statistics, reliability testing, Spearman’s rank correlation and supplementary linear regression. The data analysis showed that trust in digital payments was the most influential of all factors on cross border purchase intentions. In addition to being positively associated with purchase intentions (and the only factor positively associated with purchase intentions), trust in digital payments is also the …