Digital Commons Network^™

Through Every Door A New Story: An Advertising Campaign For Francie & Finch Bookshop, Aislinn T. Sullivan

Honors Program: Senior Projects (Public)

More and more of our world is run by algorithms. What we see, what we buy, and what we share. Online retail has sent ripples through the book-selling industry, but the algorithms can’t replicate the feeling of tangible discovery and shared experience.

As more free time is taken up by digital entertainment, moms are seeking to create personally resonant experiences for those they love. This campaign strives to introduce Francie & Finch as the stage for the target market, moms ages 35-50, increasing brand awareness.

These moms remember the things that tightened their bond with their loved ones like …

Knot Alone: A 24/7 Live Chat App For Sewing Enthusiasts, Erica Frankenhoff

Theses

Knot Alone innovates support in the sewing industry by providing a 24/7 chat experience driven by community engagement. Unlike other forums or workshops with time limits, this platform guarantees interactive, personalized, and immediate guidance. Regardless of whether it’s a new beginner sewer learning how to thread a sewing machine, or a sewing enthusiast who is more advanced and is just figuring out issues with fabric tension, Knot Alone users can, at any hour, seek out professional advice. Professional advice will be provided by sewing educators and instructors, post graduate fashion students, and established sewing bloggers and influencers. By joining together …

Balancing Tradition And Tourism: Crafting An Effective Marketing Strategy For Belize's National Parks, Kyler Marie King

Marketing Undergraduate Honors Theses

This thesis reflects on a summer internship in the small town of Dangriga, Belize. The author interned at Mayflower Bocawina National Park, a role made possible through Dr. Amy Farmer and Mr. Steve Darr. While tourism plays a significant role in Belize’s economic development, communities like Dangriga remain underdeveloped in their tourism strategies. The author and her partner collaborated to design a targeted marketing plan for Mayflower Bocawina National Park, aimed at increasing visitor engagement and boosting local tourism revenue.

U.S. Options Exchange-Traded Funds: Performance Dynamics And Managerial Expertise, Elroi Hadad, Davinder K. Malhotra, Robert Mcleod

School of Business Faculty Papers

This study examines the performance dynamics of U.S. options exchange-traded funds (ETFs), whose investment strategy involves options contracts. Analyzing monthly returns data from February 2014 to April 2023, we evaluate the risk-adjusted performance, volatility, and market sensitivity of U.S. options ETFs relative to U.S. and global equities. Using Carhart's four-factor model, we find that U.S. options ETFs yield lower monthly returns than those of U.S. equities but outperform global equities, suggesting potential diversification benefits. While U.S. options ETFs underperformed during the COVID-19 pandemic, they demonstrated resilience thereafter, offering higher rewards for downside risk. We also find that managerial expertise may …

The Politics Of Influencing: The Demand For Political Transparency In The Digital Age, Riley N. Chapman

Journalism Undergraduate Honors Theses

The goal of this research is to examine the relationship between influencers, party affiliation, and the desire for political disclosure. A desire for political disclosure is the preference for social media influencers to convey their political opinions to their audience to achieve connectedness. To research this, I examined the social media use of Generation Z students, as well as the uses and gratifications of their social media use. Two hundred and sixty-five students completed a Qualtrics survey assessing these variables. Results demonstrated that Gen Z feels indifferent about knowing the political views of the influencers that they follow. However, Democratic …

Die Weltwettbewerbsvorteile Deutschlands, Theresa Isbilir

Theses/Capstones/Creative Projects

Der Weltwettbewerb ist schärfer als immer. Im Jahr 2020 wurde China der Erste im Maschinenbau auf der Welt. Früher war das Deutschland. Die vier Branchen der Wirtschaft Deutschlands sind die Elektro- und Digitalindustrie, chemische Industrie, Maschinenbau und Kfz-Industrie (Automobilindustrie). China begann, Deutschland in all diesen Anteilen zu überholen. Der Staat hat fast keinen Plan darauf zu reagieren, und die technologische Infrastruktur Deutschlands liegt hinter anderen Ländern. Diese sind die ersten Zeichen einer sterbenden industriellen Ökonomie, besonders für ein Land, dessen Exportquote 48,9 Prozent ist.

Social Media Marketing, Overconsumption, And The Female Gen Z Consumer, Margaret G. Leslie

Honors Theses

Social media has fundamentally changed the way consumers engage with products, trends, and purchasing decisions. The rise of digital marketing has amplified consumption patterns, particularly through influencer culture, microtrends, and the fear of missing out (FOMO). Over time, these factors have contributed to a cycle of overconsumption, where consumers are encouraged to make frequent, impulsive purchases with little consideration for sustainability or long-term value. This research examines the role of social media in driving overconsumption, with a specific focus on female Gen Z consumers. Through qualitative interviews, this study explores consumer motives, social validation, and the influence of marketing strategies …

Better Together – Maximising Group Creativity Through Co-Design, Sophie Tversky

Creativity and Change Leadership Graduate Student Master's Projects

The complexity and systems-level nature of organisational and societal challenges have called for engaging team creativity, benefiting from differing perspectives and experiences to drive impactful solutions. Surveying the co-design and group creativity literature, it is suggested that creative potential of a group is only realised when several polarities are leveraged by facilitators and orchestrators of the process. This concept was validated and extended through conducting a thematic analysis of a series of exploratory interviews, resulting in the identification of interdependent themes comprising stacks of polarities and a key problem to solve. The themes identified were: Determining Whether Co-Design is Appropriate, …

2025-05-01 Kentucky Graduate Profile Faqs, Morehead State University. Faculty Senate.

Faculty Senate Records

The Kentucky Graduate Profile FAQs submitted to the Faculty Senate on May 1, 2025.

The Impact Of Ai On Salary Trends And Employment Projections, Anastasiia Semerianova, Annie Chen, Rebecca Mui, Ekaterina Viro, Hui Ting Huang, Thiy Alsaidi

Publications and Research

This project is designed to research the potential future impact of AI implementation on job displacement across key industries such as healthcare, manufacturing, and others. It aims to analyze how automation and AI technologies influence employment trends and workforce demands, as well as the correlation between AI integration and changes in salary structures. The goal is to provide data-driven insights that can inform policymakers, educators, and industry leaders on how to prepare for and adapt to evolving labor market dynamics.

Telehealth And Medical Consumerism In The Digital Age, Yibing Hu

Finance Undergraduate Honors Theses

This paper discusses the role of telehealth in medical consumerism. As a cheap and convenient model of healthcare, telehealth enables patients to access healthcare regardless of location, as long as they have the necessary technology.

In the current healthcare landscape, insurance policies and high costs push patients to act as consumers of medical services. With the rise of telehealth as another healthcare option, the medical sector further becomes consumer-oriented. This ultimately changes the way patients interact with healthcare.

Intraday Volatility In Financial Markets: Evidence From High-Frequency Data, Haolin Wang

Dissertations and Theses Collection (Open Access)

In this study, we conduct an analysis of intraday spot volatility using high-frequency data from the SPDR S&P 500 ETF (SPY). We begin with the assumption that the intraday volatility of asset prices exhibits time-variation. To capture this dynamic behavior, we construct proxies for the unobserved spot volatility by applying appropriate estimators to the high-frequency price data. Following the estimation procedure, we employ various forecasting models to generate volatility forecasts. Finally, we evaluate and compare the predictive performance of these models using established forecast evaluation metrics, and analyze the results.

Determinants Of Trading Prices In State-Owned Asset And Equity Transactions: An Empirical Analysis From China, Lixiao Chen

Dissertations and Theses Collection (Open Access)

This thesis examines the determinants of pricing outcomes in state-owned asset transactions using a comprehensive dataset of 3,638 transactions from a major transitional economy. Contrary to conventional expectations, we find that fixed assets consistently receive less favorable pricing compared to equity assets, with significantly lower odds of trading above professional valuation and higher odds of trading below valuation. This pattern persists across multiple specifications and remains robust to propensity score matching approaches that address selection concerns. I further demonstrate that state-owned buyers secure significant advantages in transaction pricing, with dramatically lower odds of paying premiums over valuation or listing prices …

Optimizing Fulfillment Operations For Online Retailing, Yujie Sun

Dissertations and Theses Collection (Open Access)

This thesis investigates order fulfillment operations for online retailing. Order fulfillment encompasses the entire process of receiving, processing, and delivering customer orders. The rapid growth of e-commerce has heightened the demand for efficient fulfillment operations. This thesis explores strategies for optimizing order fulfillment in three scenarios. The first scenario studies cellular bucket brigade, a method for coordinating workers in an assembly line or order-picking environment to improve workflow efficiency. The second scenario investigates zone picking, serial bucket brigades and cellular bucket brigades with hand-off times. The third scenario focuses on autonomous robotic systems within package sortation centers.

Chapter 2 investigates …

Formation And Impact Of Informal Interest Groups: The Role Of Clan Culture, Bin Wang

Dissertations and Theses Collection (Open Access)

This study explores the role of clan culture in the formation and dynamics of informal interest groups, particularly focusing on how multiple identities, such as clan identity, educational identity, and professional identity, interact to influence the intention to join the informal interest group, and subsequently influence individual outcomes along with group support. Through in-depth interviews with 21 members of the “Clan X Alumni Group”, an informal group with a same surname, this study investigates how clan culture fosters a strong sense of group identity and belonging, enhancing collaboration, knowledge sharing, and psychological well-being among members. It also extends social identity …

Empirical Program Evaluation In Operations Management, Kai Tian

Dissertations and Theses Collection (Open Access)

This dissertation focuses on advancing and applying empirical program evaluation methodologies in Operations Management (OM), defining it not as mere prediction but as rigorously establishing causal effects of interventions. Chapter 2 lays the theoretical groundwork, defining empirical program evaluation within OM, detailing its alignment with causal inference, and outlining both classical econometric techniques and emerging Causal Machine Learning (CML) approaches for mitigating endogeneity. Building on this foundation, Chapter 3 presents an empirical application, evaluating the causal impact of a customer targeting strategy using live-streaming advertisements, employing Propensity Score Matching (PSM) in conjunction with linear regression models to derive actionable insights …

The Dynamics Of Power Transfer In Organizations: Examining Downward Deference And Its Workplace Consequences, Hoang Bao My Nguyen

Dissertations and Theses Collection (Open Access)

This dissertation examines managerial power transfer as a core mechanism through which less-hierarchical management unfolds in organizations. While traditional management research has emphasized formal authority and top-down control, emerging organizational forms increasingly call on managers to share power with subordinates. Despite growing interest in constructs like empowerment, delegation, and participative leadership, the phenomenon of power transfer remains conceptually fragmented and undertheorized.

To address this, the dissertation defines power transfer as the intentional redistribution of authority, control, or resources by powerholders to lower-power individuals. Chapter 1 develops a typology of power transfer behaviors, organized along two key dimensions: extent of control …

The Backdrop Of Leadership: How Environmental Awe Influences Charisma Attributions, Jack Mcguire, Nicolas Bastardoz, Leonie J. Hentrup, David De Cremer, Jochen I. Menges

Research Collection Lee Kong Chian School Of Business

Charisma is often attributed to leaders based on how they look, talk, and behave. Yet very little is known about the role of the physical environment in influencing attributions of leader charisma. The role of the physical environment is crucial because leaders inevitably occupy physical spaces that vary across contexts. In this research, we find that the grandeur of the physical environment, specifically in its ability to induce awe, enhances attributions of charisma for leaders who are not already known to be charismatic. First, in a field experiment, we show that a real business leader is attributed with more charisma …

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 …

Brand Media And Health Perceptions: A Thematic Analysis Of Generational Differences, Julie Irene Diaz

Electronic Theses and Dissertations

This thesis explores the influence of brand identity and media on shaping evolving perceptions of health across generations. The three generations considered are Generation X, Millennials, and Generation Z. The initial hypothesis predicted the popular media and brands that each generation interacts with are most likely to influence their perception. Additionally, the health brands most popular with each generation would influence their overall health perception, based on the identity and values of the brand. A qualitative study was conducted using focus groups to gather data about health perceptions, brand identity, media influence, and holistic health. The findings suggest that individuals …

Reframing Rudeness: Exploring Positive Reappraisal As A Pathway From Customer Incivility To Self-Efficacy, Justin S. Boyd

Graduate Theses and Dissertations (2019 - present)

Customer incivility is a persistent challenge for front-line employees (FLEs), often leading to adverse workplace outcomes. This research examined whether positive reappraisal can transform incivility into a source of growth. Grounded in Social Cognitive Theory, the research explored how positive reappraisal mediates the relationship between customer incivility and two key forms of self-efficacy—regulatory emotional and workplace social—ultimately influencing job satisfaction. The moderating roles of perceived organizational support and trait mindfulness were also investigated.

A cross-sectional survey of 296 FLEs was analyzed using partial least squares structural equation modeling (PLS-SEM). More specifically, the results confirmed customer incivility positively predicts positive reappraisal. …

Exploring The Influence Of Social Media Communication On Destination Branding: A Study Of Saudi Arabia, Abdullah Alshehri

Graduate Theses and Dissertations (2019 - present)

Tourists now find social media important in forming their perceptions and decision criteria when traveling. This Research investigates the impact of destination marketing organizations -generated content and tourist-generated content on tourists' inspiration to visit Saudi Arabia, emphasizing the mediating role of destination image dimensions (cognitive, affective, and sensory) and the moderating role of cultural distance. Based on the Elaboration Likelihood Model, Hofstede Cultural Dimension Theory; the research analyzed a dataset of 237 responses using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that destination marketing organizations -generated content and tourist-generated content significantly enhance perceived advertising value, which in …

Emotion Analysis And Topic Modelling Of Supply Chain Discussion During The Covid-19 Pandemic, Suhong Li, Fang Chen, Thomas Ngniatedema

Information Systems and Analytics Department Faculty Journal Articles

This study aims to investigate the supply chain discussion during the COVID-19 pandemic using the supply chain tweets collected between March 2020 and May 2022 globally. The findings reveal an evolving sentiment trajectory: while the users’ sentiment remained neutral in 2020 and 2021, a negative sentiment surged starting in January 2022. Moreover, an emotion analysis indicates a mix of sadness and optimism among Twitter users, with anger gradually intensifying from June 2021 onward. Furthermore, topic modeling reveals distinct themes discussed each year. In 2020, major topics centered around the government’s response to COVID-19, food and medical supply chain crises. By …

Global Brand, Local Market: A Strategic Analysis Of Netflix’S Adaptation Challenges In India, Carolina Barraza

Honors Program: Senior Projects (Public)

Netflix is a leading subscription video-on-demand (SVOD) platform known for its premium content and global reach. As it expands into new international markets, one of its most complex challenges is scaling in India, a market defined by intense price competition, regional diversity, and evolving regulatory frameworks, but without losing its global brand identity. This case study provides a strategic analysis of Netflix’s position in the Indian market, using external and internal assessment tools to evaluate the company’s opportunities, risks, and long-term viability. The analysis draws on publicly available data, including industry reports, financial disclosures, and academic research.

A comprehensive PESTEL …

Of Headlamps And Marbles: A Motivated Perceptual Approach To The Dynamic And Dialectic Nature Of Fairness, Michael Ramsay Bashshur, Laurie J. Barclay, Marion Fortin

Research Collection Lee Kong Chian School Of Business

How do people perceive fairness? Recently, fairness scholars have raised important theoretical questions related to what information is used in fairness perceptions, why this information is emphasized, and how fairness perceptions can change over time. Integrating the Brunswikian lens approach with a motivated cognition perspective, we develop the Motivated Perceptual Approach (MPA) to highlight how people can be motivated to selectively perceive and weight cues to form fairness perceptions that align with their motives. However, these motives can change over time and through interaction with motivated others. By illuminating the dynamic and dialectic processes underlying fairness perceptions, the MPA sheds …

Strengthening Evaluation Contracting Partnerships: Fostering Stronger Relationships Between Funders And Small, Proximate Evaluation Firms, Hippolyt Pul, Carlisle Levine

The Foundation Review

Foundations often support initiatives in multiple countries and cultures, including within the United States, with limited access to or familiarity with the people and local contexts in which activities occur. To gain a deep and nuanced understanding of their investments’ relevance, effectiveness, and sustainability, foundations are often eager to partner with evaluators close to the contexts and people who participate in and are most affected by their investments.

Yet, foundations’ procurement and contracting systems may not be built for these partnerships. Through the Strengthening Evaluation Contracting Partnerships Initiative, we are addressing this challenge by helping foundations, small and proximate evaluation …

Borders And Burdens: Three Essays On Inter-Jurisdictional Tax Policy In America, Benjamin Jaros

All Dissertations

Individuals, firms, and governments make decisions about the tradeoffs of different tax policies at jurisdictional borders, such as those between states, nations, or local governments; those choices shape the burden of taxation. This dissertation examines the effects of three distinct changes in tax policy: for state corporate income tax apportionment, colonial tobacco tariffs, and tax abatements for data centers. Chapter 1 examines how changes to the corporate income tax base formula affect state tax revenues. Chapter 2 analyzes how colonial era export and import tariffs on tobacco impacted trade volumes, raised revenue, and the distribution of the tax burden between …

2025 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2025.

The Deterrence Effects Of Tax Whistleblower Laws: Evidence From New York’S False Claims Acts, Yoojin Lee, Shaphan Ng, Terry Shevlin, Aruhn Venkat

Research Collection School Of Accountancy

In this study, we provide evidence on the effects of state tax whistleblower laws. We exploit a novel 2010 amendment to New York’s False Claims Acts (FCA) that explicitly extended whistleblower incentives to corporate income tax whistleblowers. We identify treated firms (firms exposed to New York’s FCA) using establishment-level data and descriptive analyses. Using a sample of firms exposed to New York and neighboring states, we find evidence that New York’s FCA reduced state tax avoidance. In cross-sectional tests, we find that effects are increasing in firms that grant fewer employee stock options and industry regulation, consistent with deterrence increasing …

Monitoring Incentives And Tax Planning: Evidence From State-Owned Enterprises, Eva Eberhartinger, David M. P. Samuel

Research Collection School Of Accountancy

This study provides new evidence on the association of state ownership and tax planning by showing that a state owner’s monitoring incentives affect a firm’s tax planning. Using the setting of a developed market economy, Germany, we distinguish between state owners that directly benefit from state-owned enterprises’ (SOEs’) income tax payments and those that do not. Our results indicate that state ownership is not associated with less tax planning unless the state owner directly benefits from higher tax payments. These results are robust to various specifications and suggest that shareholders’ monitoring incentives are a determinant of a firm’s tax planning …