Digital Commons Network^™

Implementing Blockchain Into Accounting Software, Noam Kimbro

Senior Honors Theses

Accounting has been fundamentally reshaped by the use of computational systems and digital information storage. This Honors Thesis seeks to research accounting software and to build upon it through the development of fresh software implementing blockchain into the accounting system. This Honors Thesis Proposal provides preliminary research into the field of accounting to allow for better understanding of the proposed software system. This Honors Thesis will further the body of knowledge by implementing blockchain into accounting data storage to allow transactions to be retroactively verified.

The Role Of Short-Form Video Content Strategy In Campaign Performance In Service Operations, Arianna Yates, Aileen Olivares

Posters - 2026

Short-form video content, particularly Instagram Reels, has become central to digital marketing strategies aimed at increasing engagement and campaign effectiveness. As consumer attention spans decline, marketers increasingly rely on visually engaging, concise, and interactive content formats. Prior research highlights the importance of content characteristics in shaping engagement outcomes. However, limited empirical evidence exists on which specific attributes most strongly influence performance in short-form video contexts. This study examines how call-to-action (CTA), audio type, and authenticity influence engagement rates in Instagram Reels.

Bringing Back Dignity With Incontinence Care, Nivedita Venkateish

Asian Management Insights

After a decade-long career in consumer brand MNCs, Nivedita Venkateish began her own business to help seniors tackle urinary incontinence.

When Performance Is Not Enough: Managing Ngos In An Age Of Digital Mistrust, Christianna Sirindah Parr

Asian Management Insights

As NGOs lack formal authority, their influence depends on legitimacy, which can be contested at scale online. Leaders must treat social media as a governance decision, with clear scope, speaking authority and response protocols.

Preserving The Past, Innovating The Future: Integrating Metaverse, Blockchain, And Generative Ai For Tourism And Cultural Heritage Preservation, Mousa Al-Kfairy, Amna Ahmed Aaber Ahmed Alqubaisi, Omar Alfandi

All Works

The preservation and accessibility of cultural heritage are seriously threatened by urbanization, mass tourism, neglect, and natural disasters. This study utilizes cutting-edge technologies to address these issues by presenting a novel framework that combines generative AI, blockchain, and the metaverse. The Metaverse provides immersive virtual experiences that lessen the physical strain on delicate locations by enabling the creation of lifelike digital replicas of cultural heritage sites. By creating immutable records, blockchain technology ensures the legitimacy, ownership, and traceability of digital assets, enabling open access and NFT monetization. Rebuilding lost or damaged artifacts, creating lifelike 3D models, and customizing user interactions …

Redefining Purpose: The Effect Of The 2019 Business Roundtable Statement On Corporate Tax Strategies, Sadok El Ghoul, Rana Jamshed, Omrane Guedhami

Faculty Publications

Business Roundtable (BRT) firms have faced intense scrutiny from investors, media, and the public following their 2019 “Statement on the Purpose of a Corporation,” which marked a shift from shareholder-centric governance to a stakeholder-focused approach. This shift has sparked debate over whether BRT firms are genuinely committed to social responsibility or merely using it as a branding strategy without implementing meaningful changes. This paper contributes to the debate by empirically examining a key dimension of social responsibility—corporate tax behavior. Using a difference-in-difference analysis covering 2004–2022, we find that BRT firms engage in higher levels of tax avoidance than other publicly …

Pitch Perfect: From Neural Perspective To Behavioural Outcomes—Live, Online, And Brochure, Randy Sison De Guzman

Dissertations and Theses Collection (Open Access)

Business presentations have long been a cornerstone of persuasion in business-to-business (B2B) markets. Yet, the rapid shift to virtual communication in the wake of the COVID-19 pandemic has left managers to grapple with a pressing question: Do online presentations measure up to traditional in-person meetings, or can asynchronous formats like brochure-only communication truly take the place of real-time pitching? While this question has clear relevance for everyday business practice, there is still relatively little empirical research to guide these decisions.

This dissertation draws on the Elaboration Likelihood Model (ELM) to suggest that the way information is delivered shapes how people …

The Impact Of Brand Authenticity And Innovation On Stakeholder Behaviours, Jacky Xu

Dissertations and Theses Collection (Open Access)

This study employs a dual-perspective questionnaire survey, collecting data separately from corporate employees and brand consumers, and uses multiple regression analysis to test the hypotheses. The findings reveal the following: (1) both brand authenticity and innovation have significant positive effects on employee brand citizenship behaviour and consumer purchase intention; (2) brand commitment plays a negatively moderating role in these relationships, such that when stakeholders’ commitment levels are relatively low, the positive effects of brand authenticity and brand innovation on behaviour are stronger, whereas under conditions of high commitment, these effects are weakened, reflecting a substitution effect between emotional attachment and …

Enhancing Market Acceptance Of Sports Rehabilitation Services: A Perspective Of Public Health Literacy And Information Acquisition, Na Li

Dissertations and Theses Collection (Open Access)

This article takes public health literacy as its point of departure, constructs a theoretical model of “Health Literacy–Health Information Acquisition–Market Acceptance”, and introduces rehabilitation experience and service accessibility as moderating variables, in order to systematically examine the formation pathways and underlying mechanisms of market acceptance in the sports rehabilitation service sector.

This study adopts a combination of questionnaire survey and empirical analysis, collecting data from public samples across multiple regions and conducting statistical tests. The findings indicate that, Firstly, public health literacy has a statistically significant positive influence on the market acceptance of sports rehabilitation services. As the level of …

Mktg 200: Marketing (Syllabus), Shawn Harnish Ph.D.

School of Business

This syllabus was developed by SUNY Geneseo Professor Shawn Harnish during the spring 2026 semester.

Course Objectives

After completion of the course students will be able to:

1. Comprehend the environment within which the marketing firm operates

2. Analyze the role of marketing information system and marketing research (CG1)

3. Understand what influences the buying behavior of consumers and organizations

4. Apply market segmentation, targeting and positioning techniques

5. Analyze elements of the marketing mix; product and service, pricing, distribution and promotion

6. Comprehend the effects of globalization on a firm’s marketing decisions and understand the basic principles of international …

Social Media Marketing Group Project, Shawn Harnish Ph.D.

School of Business

This group project assignment was developed by SUNY Geneseo Professor Shawn Harnish during the fall 2026 semester.

Learning Objectives:

By completing this assignment, students will be able to:

1. Examine their strengths and areas for growth and apply them to defined project roles (e.g., strategist, designer, analyst) to support career development.
2. Seek and apply professional development knowledge (e.g., LinkedIn Learning / Hootsuite certification) to inform campaign strategy and execution.
3. Demonstrate initiative in developing career-relevant skills, including digital marketing, analytics, and strategic communication.
4. Connect academic work to career pathways by producing a portfolio-ready campaign aligned with real-world marketing practices.

Precision Or Invasion? Mapping The Personalization Paradox, Shyamala N. Chalakudi, Gnana Bharathy

Journal of Applied Marketing Theory

AI-driven personalization has transformed consumer engagement, yet existing research offers no systematic way to determine when personalization shifts from helpful to intrusive. Current research and models explain privacy concerns or expectancy violations but do not measure the point at which personalization triggers user discomfort, creating the personalization paradox. This study introduces the Discomfort Threshold Assessment & Measurement (DTAM) framework, a conceptual model that identifies and evaluates this threshold by integrating Dual Process Theory, Expectation Violation Theory, and Privacy Calculus Theory. DTAM distinguishes between affective discomfort reactance and cognitive discomfort reactance and outlines how these constructs could, in future empirical studies, …

Optimizing Retail Grocery Inventory Using Ai And Large Language Models: Evidence On Forecast Accuracy, Waste Reduction, And Cost Efficiency, Robert Miller, Stephen Garcia, Brandon Ermis

Posters - 2026

Aim: To evaluate how AI and LLMs improve forecasting accuracy, reduce waste, and enhance inventory decision-making

The Impact Of Targeted Marketing On The Health Of Teenagers In America: Regulatory Safeguards And Implications, Katelyn Overbay

Senior Theses

The rise of digital marketing has transformed how companies engage with consumers, particularly those that fall within the adolescent age group. Teenagers represent a uniquely vulnerable demographic due to the developmental stage they are in, making them especially susceptible to targeted advertising strategies that leverage data analytics, social media algorithms, and behavioral tracking. The aim of this study is to examine the direct and indirect impacts of targeted marketing on the physical, mental, and social health of teenagers in the United States. Drawing on existing literature, case studies, recent lawsuits, and regulatory analysis, the research gathered explores how industries such …

Exploring The U.S. Public Service Employees’ Experiences With Gamified Cybersecurity Awareness Training, Bisola Adepoju

Human Resource Development Theses and Dissertations

The purpose of this qualitative study was to explore the U.S. public service employees' experiences with gamified cybersecurity awareness training. The primary research question guiding this inquiry was: How do U.S. public service employees make sense of their lived experiences with gamified cybersecurity awareness training? Two secondary questions examined what aspects of the training employees perceive as meaningful or disengaging, and how they interpret their motivation, engagement, and cybersecurity awareness during training. I chose an interpretive qualitative research design grounded in a constructivist paradigm and purposefully selected 11 U.S. public service employees who had participated in gamified cybersecurity awareness training. …

Conceptualizing Cancel Culture In Marketing: Moral Policing In A Hyperconnected World, T. Andrew Poehlman, Sairah Abraham

AMTP Proceedings 2026

The dynamics of marketing in society have shifted. Brands no longer sit at a distance broadcasting messages; they now occupy the same social networks as people, speaking in a human voice and inviting quasi-personal relationships. In this environment, we argue that corporate cancel culture is best understood as moral policing of brands that have chosen to act like human nodes in social networks. Drawing on hierarchy research, we frame cancellations as “leveling” responses when high-status brands behave in ways that feel domineering, hypocritical, or extractive rather than prestige-based and service-oriented. Using Moral Foundations Theory, we show how diverse cancellations can …

The De-Influencingtrend On Social Media And Its Impact On Consumer Engagement, Lana Waschka, Andre Waschka

AMTP Proceedings 2026

Research has shown how influencer marketing in social media has been an effective way for companies to reach their target customers and advertise their products and services (Ahmad, 2018).   Brands rely on these influencers to promote products and encourage engagement and purchases.  De-Influencing, a seemingly antithetical concept, is a recent trend on social media where influencers are discouraging their followers from what they claim are unnecessary consumption.

By analyzing a data set of 216 observations from TikTok, we find evidence that influencers who use de-influencing appeals have higher post engagement. Specifics posts that use de-influencing strategies receive a higher number …

J Mich Dent Assoc April 2026

The Journal of the Michigan Dental Association

Each month, the Journal of the Michigan Dental Association delivers news, information, and features about Michigan dentistry to our state's oral health community and the MDA's 6,200-plus members. It remains the main publication reaching Michigan dentists and is available worldwide through ADA Commons.

The April 2026 (Volume 108, No. 4) issue of the Journal is published in digital format to provide updates and insights for Michigan's oral health community and MDA members. Print editions occur every other month beginning with January.

This full issue provides a comprehensive overview of the Michigan dental landscape in 2026. Key features include a clinical …

2026 April, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2026.

The Psychology Of Acquisition, Consumption, And Disposition Of Clothing Among Consumers, Kamila Muratkyzy Buckle, Trang Phuc Tran

AMTP Proceedings 2026

This qualitative analysis investigates consumer behavior in the clothing industry, highlighting the importance of qualitative data in informing retail strategies and gaining a deeper understanding of the complex motivations and emotional connections consumers maintain with fashion brands. The analysis explores a variety of values that impact clothing acquisition, including affordability, quality, and ethical considerations, while investigating the influence of social media on consumer brand loyalty and purchase motivations. Through focus groups, interviews, and social media analysis, this research project emphasizes how retail brands can implement consumer insight to improve engagement. The results enrich the understanding of consumer behavior and provide …

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

AMTP Proceedings 2026

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

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

AMTP Proceedings 2026

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

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

Research Collection School Of Accountancy

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

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

Journal of Applied Marketing Theory

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

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

Journal of Applied Marketing Theory

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

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

All Works

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

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

AMTP Proceedings 2026

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

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

AMTP Proceedings 2026

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

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

AMTP Proceedings 2026

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

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

AMTP Proceedings 2026

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