Digital Commons Network^™

No Turning Back? Examining The Rise Of Short-Form Content In Post-Covid Marketing For Gen-Z And Gen Alpha, Collin Blackford, Mitchell Hamilton

Honors Thesis

Over the past 10 years, the world has seen a massive increase in the use of social media, specifically with the younger audiences of Gen-Z and Gen Alpha. When the Covid-19 Pandemic rocked the world in early 2020, many of these young generations were forced into their homes, with social media being a main source of communication with their peers. Coupled with a rise of short-form content like TikTok, Instagram Reels, and Youtube Shorts, and social media content was now more widespread than ever. Due to this the digital marketing landscape has been drastically changed, with attention spans getting shorter …

Lubin Business Magazine Spring 2025

Lubin Business Magazine

No abstract provided.

Influence Of Socioeconomic Status On Access To And Success Within The Dance Industry, Stephanie C. Mihali

Honors College Theses

The following thesis examines how socioeconomic factors, specifically location, education, income, and social capital, affect access to and success within the dance industry in the United States. While talent is viewed as the primary driver of success in dance, this research reveals that structural inequities shape career opportunities and outcomes for dancers. The study was prompted by a lack of critical discourse around socioeconomic barriers in the field of dance. Through a combination of survey data and secondary analysis of historical research, the study highlights how those from higher-income families and urban areas benefit from greater access to training, resources, …

The Digital Incorporated Worker Narrative: A Mixed Methods Study Of Digital Capital, Work Selection, And Outcomes In The Fourth Industrial Revolution, Tracie King

Dissertations

Digital technology permeates society and industry, making digital-ready workers necessary for firms of all sizes as a firm seeks competitiveness in the market (Bergson-Shilcock et al., 2023; de Ruyter et al., 2018; Gorski et al., 2022; Karaboğa, 2023; Kim et al., 2017; Qureshi Zia, 2019). Firms seeking digital-ready workers face a complex digital divide that creates a worker shortage (Bergson-Shilcock et al., 2023; Karaboğa, 2023; Qureshi Zia, 2019). This study aims to describe workers' work selection, work experience, and outcomes in a complex digital society.

Most digital divide research focuses on the individuals excluded from owning, accessing, and having skills …

Circularity Within Service-Dominant Logic: The Role Of Perceived Ethics On Co-Creation In Sharing Economy Platforms, Saifeddin Alimamy, Waqar Nadeem

All Works

This study investigates circularity in service-dominant (SD) logic within sharing economy platforms (SEPs), focusing on how perceived ethics influence customer co-creation and commitment. It further explores the mediating roles of trust and reciprocity and the moderating effect of brand identification. Data from 365 SEP users were analyzed via partial least squares structural equation modeling (PLS-SEM). Results demonstrate that perceived ethics positively affect trust and reciprocity, which subsequently strengthen customers' willingness to co-create. Trust and reciprocity emerged as pivotal mediators, while brand identification significantly moderated their effects on co-creation. By emphasizing the role of ethical perceptions in fostering trust-based collaboration and …

Determinants And Consequences Of Consumer Satisfaction Toward Hypermarkets In Thailand: Stimulus-Organism-Response Model, Kittichai Watchravesringkan, Chompunuch Punyapiroje

Journal of Applied Marketing Theory

In the early 2000s, Thailand's hypermarket sector experienced rapid growth, drawing significant foreign direct investment. However, increasing competition from local retailers, the rise of convenience stores and community malls, and evolving consumer shopping habits have contributed to a post-pandemic slowdown in sales growth. Understanding how consumers evaluate hypermarkets' marketing practices is crucial for both academics and managers, as their strategies may depend on the strength of consumer attitudes toward these practices. Guided by the stimulus-organism-response (S-O-R) paradigm, this study investigates how consumers’ attitudes toward marketing practices, including business provision, deceptive advertising, fair price, and retail services—affect consumer satisfaction, which, in …

Digital Revival: The Role Of Social And Streaming Media In The Resurgence Of Appalachian Country Music, Jacob Cody Powers

Electronic Theses and Dissertations

This study investigates the role of digital media, specifically social media, and streaming platforms, in the resurgence of Appalachian country music. In recent years, niche music genres have found new life through online platforms, which offer unique avenues for discovery, engagement, and community building. Using a mixed methods approach, this research combines quantitative survey data and qualitative thematic analysis to explore how audiences discover Appalachian country music on platforms such as TikTok, YouTube, and Spotify. A cross-sectional survey was distributed to college students and social media users, collecting responses on participants' digital engagement habits, platform preferences, and motivations for exploring …

Navigating Local Values And External Strategies: Marketing And Development At Mayflower Bocawina National Park, Sophia E. Citro

Economics Undergraduate Honors Theses

This thesis explores the cultural and operational disconnect encountered while developing a marketing strategy for Mayflower Bocawina National Park (MBNP) in Belize. During a summer internship, my partner and I aimed to enhance MBNP’s visibility through targeted marketing initiatives, including website updates, promotional materials, and partnership proposals. However, our efforts revealed a deeper tension between external marketing objectives and the park staff’s prioritization of authenticity and experiential promotion. Through firsthand experience and reflection, this paper analyzes the challenges of aligning development strategies with local values, emphasizing the critical role of community engagement, cultural pride, and participatory planning in sustainable tourism …

Marketing Communications Mix Practices Among Micro And Small-Scale Enterprises, Marge Ethan A. Urbiztondo

The South East Asian Journal of Management

Research Aims: In developing and emerging economies, MSMEs are pivotal in generating income and fostering economic growth. However, in regions like Mindanao Island, Philippines, there are significant challenges to fostering equitable MSME-induced growth. This study delves into practices related to the marketing communications mix among micro and small enterprises in this region.

Design/Methodology/Approach: A mixed-methods approach is used, including quantitative analysis of the marketing communications mix practices among MSMEs, as well as qualitative analysis of interviews with micro and small enterprise owners.

Research Findings: The study reveals a significant difference between advertising assessments grouped according to years of operations, classification, …

Bryant University Research And Engagement Day Program

Bryant REDay (Research and Engagement Day)

No abstract provided.

Book Review: Justice Batted Last, Darlene A. Kluka, Aaron Livingston

Global Sport Business Journal

Book Review of Don Zminda's (2025) Justice Batted Last: Ernie Banks, Minnie Miñoso, and the Unheralded Players Who Integrated Chicago's Major League Teams

The Role Of Affordable Housing In Enhancing Tenants' Economic Stability In Connecticut: A Focus On Income, Employment, And Housing Stability, Osaid Zubi

Dissertations

This study examined the role of affordable housing in promoting economic stability among low- and moderate-income households in Connecticut. Focusing on income security, employment opportunities, and housing retention, this research highlighted the significance of affordable housing as a means to alleviate financial strain, support job retention, and foster community resilience. Utilizing a phenomenological approach, the study gathered insights from tenants, policymakers, and developers through conducting interviews and a focus group. Connecticut was chosen as the study site due to its high cost of living and affordable housing shortage, exacerbated by its proximity to New York City. Findings underscore the economic …

South Africans’ Attitudes And Behaviors Regarding Customer Citizenship: The Paradoxical Comparison Of The Primary And The Secondary Data, Christo A. Bisschoff, Sam Fullerton

AMTP Proceedings 2025

The current study compares the extant literature regarding South Africa to a current assessment using primary data to measure the same green phenomenon, namely customer citizenship. Secondary data were used to develop a profile of how external sources perceive South Africa. For the primary data, a sample of 513 consumers in South Africa responded to an invitation-only, Internet-based questionnaire that focused on attitudinal and behavioral issues germane to the five constructs commonly related to customer citizenship within the context of green purchasing and green consumption. The constructs in focus were green mindset, anti-consumption behavior, consumer coaching behavior, green advocacy, and …

High Performance International Student-Athletes’ (Isas’) Career Experience: Cultural Intelligence (Cq) And Transition To Sec Schools, Tsu-Lin Yeh, Mark S. Nagel, Allison Anders, Stephen Shapiro

Journal of Athlete Development and Experience

Given the increasing recruitment of International Student Athletes (ISAs) in the US, this study investigated high-performance international athletes’ career transitions in Southeastern Conference (SEC) schools. Utilizing Cultural Intelligence (CQ) theory, which explains a person’s capability for performing well in culturally diverse environments (Fang et al., 2018), this study specifically examined how the four CQ elements (metacognition, cognition, motivation, and behavior) impacted ISA’s transitions. Using criterion-based sampling and snowball sampling, a total of 14 ISAs (five females and nine males) were interviewed. The four CQ elements were utilized as protocol coding for analyzing the interview manuscripts (Saldaña, 2016). Facing new/different cultural …

Strategies To Obtain Working Capital For Small Businesses, Solomon Ambili Atamaya

Walden Dissertations and Doctoral Studies

The inability to obtain working capital can affect small business continuity, especially in the long term. Small business owners must be able to access working capital or else risk business survival through liquidity shortages, lost customers, and falling profitability. Grounded in the pecking order theory, the purpose of this qualitative multiple-case study was to explore the strategies employed by small business owners to obtain working capital for business continuity beyond five years. The participants were eight small business owners in Maryland who had successful strategies to obtain working capital for business continuity beyond five years. Data were collected through semistructured …

Matching Colors In Jersey Sponsorship: The Effect Of Team-Colored Sponsor Logo On Jersey Aesthetics And Purchase Intention, Sung Wook Son, Antonio Williams

Journal of Applied Sport Management

In jersey sponsorship, some sponsors today have decided to modify their logo colors to match the team colors. The present research examined the role of team-colored sponsor logo in jersey sponsorship, paying particular attention to its impact on perceived aesthetics of the jersey and fans’ willingness to purchase. Three experiments using both fictitious and actual sponsors across two different sports showed that the team-colored sponsor logo on a jersey was a positive predictor for both perceived aesthetics and purchase intention at all levels of team identification. The findings also revealed the indirect effect of the team-colored sponsor logo on purchase …

Mapping Ideology, Nonprofit Leadership, And Organizational Change, Christopher S. Collins, Regan Harwell Schaffer

Journal of Ideology

This article underscores the distinction between management and change, with change being a primary task of nonprofit leaders. It delves into the literature, both research and theory, on organizational change and its implications for leading a nonprofit organization. The implications discussed include how ideology can either inhibit or foster change. By highlighting the pivotal role of nonprofit leaders in promoting change, we aim to draw meaningful connections between self-awareness, ideology, and organizational action.

Streaming Media Platforms And Film/Video Arts Distribution, Aras Ozgun, Andreas Treske

Markets, Globalization & Development Review

Streaming media platforms have emerged as new and natively digital forms of content delivery for mainstream news and entertainment media over the past decades. Underlying technologies also unfold new possibilities for the circulation artistic/creative digital video works. Yet, such potential remains relatively underexplored, due to the complexities involved in the public distribution of such works. In this study, we analyze these complexities and critically evaluate emerging models, such as open access streaming media platforms, subscription-based platforms, and cryptocurrency and NFT-based platforms that feature new administrative forms and governance strategies. We finally discuss the possible roles of traditional public cultural institutions …

Evolving Design Critique For A Changing Industry, Sejin Hwang, Amy Ai, Leo Bang, Yuchen Chen, Kathryn Chen, Tiffany Chang, Stephen Jiang, Chloe Jo, Eileen Lee, Nicole Lu, Ray Liu, Kevin Wei, Elaine Zhang, Ellano Zhou

Student Work

This class serves as an exploratory practice in response to existing studies evaluating critique environments in the design industry. Previous studies identified three key limitations in the critique process: (1) a lack of experience for novice designers working with non-designers when reviewing their work, (2) an ineffective final review structure, and (3) a need for a more constructive and engaging feedback-sharing environment.1 To address these challenges, the course was designed to “critique” critique activities and develop strategic solutions to transform the way design work is reviewed, analyzed, and critiqued. The course was part of a pilot fall semester program called …

Strategic Leadership And Their Impact On The Quality Of Work Life: An Analytical Study In The Directorate Of Intelligence And Counter-Terrorism, Omar Abdul Rasool Abdul Karim, Tala Asim Faiq

Journal of Economics and Administrative Sciences

The present study investigates the linkage between strategic leadership practices and quality of work life (QWL) within the Intelligence and Counter-Terrorism Directorate. Data was drawn from 115 freshly acquired respondents from senior and middle management by means of a multi-item questionnaire. The analysis that follows - SPSS, AMOS and SMART PLS V.4 - shows that the Directorate's clear defining of strategic direction and decisive decision making largely affects QWL. The study deduces critical issues pertaining to strategic leadership towards the improvement of work conditions and job security and human capital development where all will lead to better performance by the …

Fresh Looks, Familiar Voices: Balancing Conformity And Differentiation In Young Adult Literature Market, Nami Kim, Jiyoon An

AMTP Proceedings 2025

This study examines optimal distinctiveness strategies in the Young Adult (YA) literature market, analyzing bestseller data across visual representation, author concentration, content diversification, and linguistic evolution. Results reveal increasing visual differentiation in book covers, growing reliance on established authors, gradual expansion of content diversity, and linguistic convergence in book descriptions. These findings demonstrate how publishers dynamically adjust various product aspects to achieve optimal distinctiveness, extending optimal distinctiveness theory to brand-level strategies in cultural industries.

The Legend Of Taylor Heinicke: An Autoethnography Of Unexpected, Passionate Fandom, Brendan O'Hallarn

Communication & Theatre Arts Faculty Publications

Passionate fandom is not a novel phenomenon in the field of sport. The fervor of fans builds stadiums and has allowed the sport industry to grow exponentially in the past few decades. Scholars have examined the passionate fan through many theoretical lenses, but comparatively little scholarship has looked at sport fandom fervor from inside. An autoethnographic examination of my unexpected journey as a fan of journeyman National Football League (NFL) quarterback Taylor Heinicke demonstrates how fandom can stir passions and create rituals in sport followers. A multimedia diary of Heinicke's unexpected ascension to starting quarterback of the Washington Commanders provides …

Balancing Burnout, Quiet Quitting, And Cognitive Turnover: The Quiet Revolution Of Gen Z Workers, Mohammed M. Nour

Information Systems & Operations Management Dissertations - Archive

This study investigates the phenomenon of quiet quitting and turnover intention among working Generation Z students in the U.S. and Taiwan. Using the cross-sectional study design, data were collected from over 500 participants from the U.S. and 69 from Taiwan. This study uses Structural Equation Modeling (SEM) and multiple regression to examine the predictive power of key workplace factors— emotional exhaustion, supervisory support, incentives, job satisfaction, and workplace environment—on both employee disengagement and turnover intention.

The results show that emotional exhaustion has a notable mediating effect in the relationship between job satisfaction and quiet quitting, and between supervisor support and …

The Dynamic Integration Of National Culture In Organizational Structure For Entrepreneurial Success, Qianyu Lim

Senior Honors Theses

The impact of culture on management decisions has been heavily researched and discussed in the academic setting. However, the tools and frameworks currently applied in cultural studies present a static version of culture at a certain point in time. As entrepreneurship and its counterpart, intrapreneurship, arise to help create competitive advantage in a quickly shifting economic market, these points raise the question of the opportunity surrounding the consideration of culture as a living model in an equally dynamic business environment. To do so, a reiterative version of Bain’s Structure-Conduct-Performance paradigm will be used to illustrate the impact of culture in …

Don’T Do More With Less: Sustainable Work As A Management Value, Amanda Koziura

Library Faculty Research

Discusses a series of decisions a middle manager made to keep the work of her department sustainable and how she incorporated her values into her process.

The Impact Of Technological Innovations On Consumer Behavior In E-Commerce: A Systematic Review, Yue Wang, Jianzheng Shi, Terence T. Ow, Jia Yun, Yuanyu Yang

Management Faculty Research and Publications

This study systematically reviews the literature on the impact of technological innovations in e-commerce on consumer behavior, using the SPAR-4-SLR methodology and TCCM framework. It consolidates research across various technologies, including websites, social media, live streaming, AR/VR, and AI. The analysis reveals a growing interest in this field post-2017, with a focus on websites and social media, but highlights a research gap in emerging technologies. Key theoretical frameworks are identified, emphasizing the need for integration to comprehensively understand consumer behavior. The review maps out antecedents, mediators, moderators, and outcomes, stressing the importance of longitudinal studies and advanced analytics. This approach …

A Moderated Mediation Model Of Perceived Control, Fairness, And Leader–Member Exchange In The United States And South Korea, Nari Kim

Publications and Research

Drawing on the two-factor model of organizational justice and social exchange theory, this study investigates the mediating roles of procedural and distributive justice in the relationship between work locus of control (WLOC) and leader–member exchange (LMX). Using data collected from two cultural contexts – the United States and South Korea – this research further examines whether culture moderates the indirect relationship between WLOC and LMX through perceived justice. The findings indicate that subordinates with an internal WLOC tend to report higher-quality LMX relationships, and that both procedural and distributive justice partially mediate this relationship. Moderated mediation analyses reveal that the …

Book Of Abstracts Of The Wmu International Conference 2025 : Advancing The Blue Economy Through Gender Equality, World Maritime University, Momoko Kitada, Francis Neat, Renis Auma Ojwala

Conference Papers

The 2025 World Maritime Theme by the International Maritime Organization, “Our Ocean, Our Obligation and Our Responsibility,” underscores the global need for an inclusive and sustainable approach to ocean health and maritime economic activity. In alignment with this, the World Maritime University organized the 2025 International Conference on Achieving the Blue Economy Through Gender Equality, highlighting the critical role of gender equality in advancing a sustainable blue economy. A call for case studies yielded 102 abstracts from 206 authors across 46 countries, representing diverse maritime sectors such as shipping, fisheries, and ocean sciences. The abstracts were reviewed by both internal …

Reflection & Reciprocity: The Role Of Community In The Career Decision-Making Processes Of Indigenous & Non-Indigenous College Students, Amanda M. Langhorst

Theses and Dissertations

This dissertation explores the complex role of community in the career decision-making of college students. Our career decisions impact our life in many ways; individualistic cognitive models provide some insight but miss the important relationships and interaction we have with our communities and the role of culture. Through 45 interviews across a primary sample and two contrast samples with public university college students and student service professionals, this research revealed two key processes in how we utilize community in our career decision-making, reflection & reciprocity. The data resulted in a Community-Embedded Career Decision-Making Model showcasing the process of “how” we …

The Interplay Of Morality, Emotional Labor, And Customer Injustice: How Salesperson Experiences Shape Job Satisfaction, Omar S. Itani, Colin B. Gabler, Ashish Kalra, Khashayar Afshar Bakeshloo (Kash), Raj Agnihotri

Marketing Faculty Publications

Despite the significant role emotions play in business-to-business (B2B) sales transactions, the impact of salesperson emotional labor on well-being, specifically job satisfaction, has garnered limited attention. To address this gap, the present study examines the relationships among salesperson moral identity, emotional labor strategies, customer injustice, and job satisfaction. An analysis of responses from B2B salespeople reveals that moral identity internalization is positively related to deep acting and negatively to surface acting, whereas moral identity symbolization is positively related to both deep and surface acting. Furthermore, surface acting has a stronger unfavorable effect on customer injustice compared to deep acting, which …