Digital Commons Network^™

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 …

Conservation Communication In Web 2.0: A Mixed Methods Analysis Of Alveus Sanctuary's Strategies On Twitch.Tv, Hope Denison

Senior Theses

This thesis examines how environmental creators can effectively transmit conservation messages in the evolving Web 2.0 media environment. The case of Alveus Sanctuary, a virtual sanctuary and education center on Twitch.TV, is used to explore the strategies currently used to engage audiences and raise ecological awareness online. Thematic analysis of interviews with the sanctuary’s founder revealed that Alveus combines traditional environmental education with an influencer business model to engage online audiences, leveraging parasocial behavior, interactivity, and collaboration to garner support. A quantitative content analysis of social media posts revealed that these strategies effectively induce parasocial engagement in online spaces. These …

Orchestrating Value In Global Supply Chains: An Ecosystem Approach To Boundary Decisions, Innovation, And Sustainability, Kijong Kim

Theses and Dissertations

This dissertation builds on an ecosystem perspective to examine how suppliers strategically navigate interdependent relationships to sustain competitiveness in global supply chains. In today’s digitally interconnected and institutionally diverse global economy, suppliers operate within complex ecosystems composed of buyers, other suppliers, complementors, and institutional actors. In such environments, suppliers cannot rely solely on compliance with buyer mandates or transactional efficiency to maintain advantage. Instead, they must strategically position themselves within networks to preserve relationships, specialize innovation, and implement sustainability practices. Although international business and supply chain research increasingly acknowledges interfirm interdependencies, it continues to view supplier behavior primarily through hierarchical …

An Agile-Informed Job Demands-Resources Framework In Hospitality: A Dual-Pathway Structural Model Of Employee Satisfaction, Burnout, And Turnover Intentions, Albaraa Mesawi

Theses and Dissertations

Persistent labor shortages and elevated voluntary turnover define the hospitality industry. High-intensity service interactions increase workload, emotional labor, and time pressure for non-management employees. The Job Demands-Resources (JD-R) model predicts engagement and retention when job resources offset job demands. Existing research has not specified which operational conditions reliably predict this balance in dynamic service work. This study evaluates whether adapted Agile philosophy serves as a heuristic framework for specifying JD-R constructs in hospitality. The study maps Agile values and principles to validated psychological constructs through Psychological State Matching: Self-Organization to Psychological Empowerment (PE), Regular Reflection to Perceived Team Learning Behavior …

The Legacy Of Hosting Sport Mega-Events On Local Consumers’ Consumption Behavior: The Case Of The Qatar 2022 Fifa World Cup, Saad Alshamari

Theses and Dissertations

This dissertation examined the legacy of hosting the 2022 FIFA World Cup on domestic soccer consumption in Qatar, with emphasis on long-term cognitive and behavioral outcomes two years post-event. Although sport mega-events (SMEs) are often justified by projected economic and infrastructural benefits, less empirical attention has been devoted to their enduring influence on domestic sport consumption, particularly in small host nations. This study investigated whether engagement with the World Cup, operationalized as attendance, media viewership, event-related spending, and participation in pre-game activities predicted subsequent attitudes, subjective norms, and PBC toward consuming soccer at local, regional, and global levels. The moderating …

Guilt’S Role In Sustainable Fashion Adoption: Bridging The Attitude-Behavioral Intention Gap And Moral Influences On Consumer Choices, Lauren Mckenzie Cole

Theses and Dissertations

The COVID-19 pandemic led to a substantial increase in consumer awareness within the fashion industry. Despite increased consumer consciousness and a growing interest in adopting sustainable fashion habits, a notable gap exists between consumer attitudes, intentions, and actual behavior. This is referred to as the attitude-behavior gap. Although many consumers express a desire to adopt sustainable fashion consumption habits, various psychological factors and barriers hinder their ability to do so. This Study addresses these challenges, focusing specifically on the role of guilt as a motivating factor in bridging the attitude-behavior gap. Using a survey with Generation Z consumers, this study …

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 …

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 …

Valuing Biodiversity Impact, Han Wei Koh

Dissertations and Theses Collection (Open Access)

Biodiversity loss has emerged as a systemic challenge with far-reaching implications for ecological stability, economic activity, and long-term financial resilience. Despite growing recognition of nature-related risks in finance, biodiversity remains far less developed than climate within investment analysis, particularly at the portfolio level. This dissertation addresses that gap by examining how biodiversity impacts can be measured, valued, and interpreted within an investment portfolio concentrated in resilient and essential sectors of the economy.

The study constructs a Global Essential Economic Systems Portfolio comprising 16 publicly traded companies operating across non-discretionary sectors, including agriculture, energy, materials, pharmaceuticals, utilities, infrastructure, telecommunications, and financial …

The Determinants And Consequences Of Green Credit In Commercial Banks: A Dual-Pillar Perspective Of Asset Quality And Esg, Jianmei Xia

Dissertations and Theses Collection (Open Access)

As China’s “dual carbon” strategy advances, green credit has increasinglybecome a crucial financial instrument driving the green transition of China’s industrial structure. From a dual perspective of asset quality and ESGperformance, this paper systematically examines the determinants andconsequences of green credit practices among commercial banks. Employing a multiple-method approach that combines comparative case study, in-depthinterview, and large-sample empirical analysis, this study aims to address twocore questions: First, what are the key factors driving commercial banks toprovide green credit, and what is the logic behind their differentiated decision- making? Second, how does green credit affect banks’ financial and non-financial performance? This …

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 …

Ai-Assisted Thematic Analysis On Consumer Acceptance Of Upcycled Food In Asia, Oon Ling Lee

Dissertations and Theses Collection (Open Access)

Food waste overuses natural resources and is responsible for a considerable share of greenhouse gas (GHG) emissions. Coupled with the growing global food insecurity, food wastage appears even more irresponsible and showcases the inefficiencies of the current food system. These escalating global environmental concerns and strained planetary resources have necessitated sustainable food innovation (James & Sheena, 2025; Upadhyay, 2025), particularly the production of upcycled food (UF), a novel food product category transformed from production byproducts such as Okara, barley grain, and beer spent grain (Zhang et al., 2023). This upcycling process supports waste reduction, achieves a circular bioeconomy (Ribeiro et …

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 …

The Impact Of Mortality Awareness On Task And Relationship Leadership Styles, Sang Yeol Lee

Dissertations and Theses Collection (Open Access)

In current organizational management practice, the question of how leaders can transform the universal awareness of human finitude into constructive leadership is an issue that embodies both profound humanistic concern and significant managerial implications. Based on transcendence management theory and leadership style theory, this study explores how mortality awareness affects leaders’ task orientation and relationship orientation styles, revealing its underlying mechanisms and boundary conditions. By conducting a three-wave, matched-pair questionnaire survey involving 203 enterprise managers and their subordinates, the theoretical hypotheses were tested. The findings are as follows: First, mortality awareness has a significant direct positive effect on both task-oriented …

A Study On The Capital Market Valuation Effects Of Corporate Ai Adoption: An Empirical Analysis Of Manufacturing Firms In China's A-Share Market, Libin Ma

Dissertations and Theses Collection (Open Access)

This dissertation examines whether and how corporate adoption of artificial intelligence (AI) affects capital market valuation in manufacturing firms. As AI is increasingly embedded in R&D design, production organization, supply chain coordination, and operational management, its value implications depend not only on whether firms adopt AI, but also on how AI is deployed within business processes. Existing research has mainly focused on productivity, innovation, labor substitution, and digital transformation, while the enterprise value consequences of differentiated AI application strategies remain insufficiently examined.

Using Chinese A-share listed manufacturing firms from 2015 to 2024 as the sample, this study identifies firm-level AI …

From Ancient Harmony To Modern Sustainability: Assessing The Coupling Of Taoist “Harmony Between Humanity And Nature” With Esg And Its Impact On Firm Innovation And Performance, Biyi Wang

Dissertations and Theses Collection (Open Access)

Against the backdrop of intensifying global ecological crises, the ESG evaluation system has become a core metric for corporate sustainable development worldwide. However, the Western-dominated ESG system lacks crucial cultural dimensions in its application within Chinese corporate practices. The ecological wisdom embedded in the Taoist concept of “Harmony between Humanity and Nature” offers a significant philosophical foundation for the ESG localization. Extant research has focused on the influence of Confucian culture on ESG, with insufficient exploration of the modern managerial value of “Harmony between Humanity and Nature”. A scientific coupling framework linking this concept with ESG indicators has yet to …

Compliance Supervision And Firm Performance: An Empirical Study On Digital Transformation Of The Pharmaceutical Manufacturing Industry, Jun Ma

Dissertations and Theses Collection (Open Access)

The biopharmaceutical industry, characterized by stringent global regulatory oversight, faces a pivotal theoretical tension regarding the nexus between regulatory compliance and corporate performance. The traditional perspectives often frame compliance as an “operational burden”, while the emerging viewpoints posit it as a “strategic asset”. Grounded in an integrated framework of the Resource-Based View (RBV) and Dynamic Capability (DC), this study investigates the moderating role of digital transformation in the relationship between Good Manufacturing Practice (GMP) compliance and corporate performance.

Employing a mixed-method design, this paper conducted two complementary studies. Study 1 adopted a grounded theory based on interviews with nine industry …

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 …

Conversation Analysis Of Public-Servant And Persons-Of-Interest Face-To-Face Talk Via Llm‑Supported Ai Script Mapping Tools, Arch G. Woodside, Suresh Sood

AMTP Proceedings 2026

Professional public servants (PSs) including police officers, postal workers, and government tax office and DMV employees interact face-to-face with citizens/persons of interest (POIs), in encounters that are frequently recorded using mobile phones and publicized on platforms such as YouTube.com. Building on our observations about recurrent PS–POI scripts and LLM-supported analysis, we develop five grounded propositions linking enacted scripts to existing theory. The propositions focus on describing early turn-taking asymmetry, the importance of sequential detail beyond-shallow analysis, the predictive role of script recurrence, the value of rich, script-based role-play, and the potential of narrative-intelligence databases for institutional learning. Instead of treating …

Does Short-Termism Pay? National Short-Termism, Investment, Innovation, And Equity Returns, Andrew H. Cohen

Theses and Dissertations in Business Administration

We examine whether national short-termism, inferred from corporate language, predicts future real activity, equity returns, risk, and risk-adjusted performance. Using large-scale textual analysis of issuer-linked disclosures and earnings transcripts from the largest firms in twenty major equity markets, we construct country-quarter and annual Short-Termism Scores (STS) capturing the relative emphasis on short- versus long-horizon language.

Higher short-termism predicts lower subsequent gross fixed capital formation, lower research and development intensity, and lower multi-year equity index returns across horizons of up to sixteen quarters. In addition, higher short-termism is associated with greater future market volatility and lower Sharpe ratios, indicating a deterioration …

Collaborative Ministry Leadership: A Mixed-Methods Study Into The Application Of Collaborative Leadership In United Pentecostal Churches In The Southeastern United States., Omar A. Williams

Doctor of Ministry (DMin)

This dissertation examines how collaborative leadership, grounded in theological and practical applications, impacts ministry effectiveness in United Pentecostal Churches (UPCI) in the Southeastern United States. It employed a mixed-methods design, with in-depth qualitative interviews conducted with twelve senior UPCI pastors, and quantitative surveys administered to 63 members of their core leadership teams. Although collaborative leadership is a widely held ideal in ministry, a gap often exists between its theory and its practical implementation. The findings reveal a significant convergence in the relational, visionary, and developmental dimensions of collaboration. The pastors are theologically committed to rejecting autocratic models. They are perceived …

From New Orleans To Orléans: How Perceived Connections Shape Destination Image, Hilmi A. Atadil, Helena F. Allman, Erol Pala, Qiulin Lu, Alison J. Green, Felicia N. Morgan

AMTP Proceedings 2026

Have you ever enjoyed a dish so much that it sparked an interest in experiencing the place where it was originally created? Culinary encounters may spark interest in distant destinations, but broader cultural, historical, and symbolic meanings often drive this interest through perceived connections. For example, exposure to French-influenced cuisine in New Orleans may draw individuals to France, driven not only by culinary authenticity but also by historical ties to Orléans. Grounded in social exchange theory, this study pursues two objectives: (1) to examine the underlying dimensions of perceived connections between destinations, and (2) to assess how these dimensions influence …

Evaluating The Role Of Social Media And Consumer Preferences In The Food Truck Industry, David Farabaugh, Kayla Weslager, Noah Kohan, Anthony George

AMTP Proceedings 2026

This study examines how a mobile food business, specifically a local food truck operating throughout Cambria County, Pennsylvania, can use market insights and strategic marketing to attract new customers and maintain a loyal following. As food trucks continue to grow in popularity and competition increases, offering good food alone is no longer enough to stand out. Instead, success often depends on delivering a memorable overall experience, including efficient service, convenience, brand personality, and consistent customer engagement. Using the featured food truck as a case example, this research analyzes customer preferences, travel patterns, and the influence of social media platforms such …

Consumer Adoption Of Cultivated Meat: A Multi-Value Perspective Using Empirical And Synthetic Data, Wei Fu

AMTP Proceedings 2026

The global demand for meat is projected to rise by more than 70% by 2050, creating pressure on natural resources and worsening environmental challenges. Cultivated meat, produced by growing animal cells in controlled environments, offers a sustainable alternative to conventional livestock farming; however, consumers acceptance remains uncertain. This study applies the Theory of Consumption Values (Sheth, Newman, & Gross, 1991) to examine how multidimensional consumption values influence consumer’s sustainable evaluation of cultivated meat. Using both empirical survey data from U.S. consumers and a synthetic dataset generated with the same instrument, the results show that functional value (food quality), social value …

Consumer Insights About Art Workshop And Art Boutique Preferences, Lucia M. Johnson, Richard Kaminski, Megan E. Marlin, Craig B. Joyner

AMTP Proceedings 2026

This research explores customer preferences, the effects of local demographics, purchasing habits, and the impact of social media platforms in driving customer engagement and loyalty. By surveying consumers, the study identifies the key qualities necessary to further engage potential and return customers, including pricing, location, and accessibility. The findings suggest a deep appreciation for creating artwork rather than buying artwork, distinct social media opportunities through the utilization of apps such as Instagram, Pinterest, and TikTok, as well as focusing their current offerings while broadening and segmenting their marketing initiatives. However, the study also notes limitations such as a convenience-based sample …

Running On Empty: How Burnout Derails Customer Delight And Sales Performance In Road Warrior Salespeople, Charshae L. Marshall-Phillips

AMTP Proceedings 2026

In an increasingly competitive marketplace, firms rely on customer delight for success. The physical and emotional toll on “Road Warrior” salespeople often acts as a barrier to this goal. This research proposes a model connecting antecedents (burnout) and outcomes (sales performance) via the salesperson's ability to create customer delight.

Employing a quantitative design with B2B salespeople traveling over 50% of the time, Structural Equation Modeling (SEM) is used to test hypothesized relationships. It is hypothesized that emotional exhaustion negatively impacts the capacity to create delight, subsequently lowering sales performance. Crucially, sales manager support is expected to moderate this relationship, acting …

Out Of Everything: Consumer Response To Extreme Scarcity, Melodie Philhours, Courtney Peters, John E. Mello

AMTP Proceedings 2026

Product shortages often evoke strong emotional reactions and subsequent behavioral responses that can amplify market disruptions. This research explores consumer behavior during two high-profile shortage events: the 2012 and 2020 U.S. ammunition shortage and the COVID-19 pandemic’s staple goods shortage. Using a comparative qualitative case study design, this research develops a psychologically grounded process model to explain how perceived scarcity can trigger emotional arousal, overreaction, and persistent marketplace behaviors. Drawing from reactance and self-determination theories, this research reveals how threats to autonomy, competence, and relatedness lead consumers to engage in coping tactics such as panic buying, hoarding, extended search, and …

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

AMTP Proceedings 2026

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

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

AMTP Proceedings 2026

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