Digital Commons Network^™

Winter/Spring 2026

The Journal of Values-Based Leadership

No abstract provided.

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

All Open Educational Resources

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

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

Communications and Marketing Publications Archive

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

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

ICHRIE Research Reports

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

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

Business Review

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

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

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

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

Journal of Accounting Auditing and Business

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

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

Asia Marketing Journal

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

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

Asia Marketing Journal

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

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

Asia Marketing Journal

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

How Does A Consumer’S Anticipated Happiness Influence Participation In Value Co-Creation? : Focusing On Definition Of Happiness, Minsik Cho, Suna La

Asia Marketing Journal

Value co-creation (VCC) is essential for a new product development, transforming ideas into collaboratively created value-in-use, particularly under Service-Dominant Logic (S-D Logic). Recognizing that consumers engage in VCC with the goal of achieving happiness, this study investigates how anticipated happiness—arising from affective forecasting of VCC experiences—encourages customers’ participation in high-technology VCC initiatives. It also examines how individuals’ definitions of happiness—calmness vs. excitement—influence this process in VCC, using a validated temporal focus manipulation to induce these differing happiness orientations. Results indicate that future-focused individuals tend to define their happiness as excitement, while present-focused individuals associate it with calmness. Then, definitions of …

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

Asia Marketing Journal

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

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

Business Management Review

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

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

Industrial-Organizational Psychology Dissertations

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

Exploring The Role Of Occupational Therapy In The Delivery Of Trauma-Informed Services To Hospital-Based Clients Ot, Frank Czuba

Journal of Applied Disciplines

Hospitalization can traumatize clients and impact overall health outcomes, leading to increased hospital readmission rates and resulting in a negative impact for both clients and providers. Limited information exists regarding how hospital-based occupational therapists evaluate and address trauma, even though incorporating trauma-informed principles into professional practice can enhance the occupational therapy process. The study explored the comprehension and perceived significance of trauma-informed tenets among occupational therapists delivering services in hospital-based settings. A quantitative research study with an exploratory design was implemented to explore how occupational therapists (OT) understand and utilize trauma-informed practices with their clients in a hospital setting. An …

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

Faculty Publications – Management

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

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

Theses, Dissertations and Capstones

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

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

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

Business ETD Collections

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

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

Business ETD Collections

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

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

Business ETD Collections

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

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

The study also identifies key branding challenges for small …

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

Business ETD Collections

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

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

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

Business ETD Collections

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

The Role Of Leadership Communication In Shaping Employee Engagement: A Case Study Of Supervalu Talbot Street, Dublin, Elizabeth Montserrat Ibarra Arteaga

Business ETD Collections

Employee engagement is one of the key determinants of organisational performance, especially in labour-intensive industries, such as grocery retail. This paper will focus on how leadership communication contributes to the creation of employee engagement in SuperValu Talbot Street, Dublin. The study uses the Job Demands-Resources (JD-R) model and social exchange theory to examine the roles of communication practices and their use as a significant resource in employee motivation and workplace experience. The qualitative case study approach was embraced where semi-structured interviews were carried out with four managers and seven frontline employees. The results indicate that the clarity of communication, feedback …

Trust And Social Licence Challenges In Oyu Tolgoi’S Engagement With Local Communities In Mongolia, Anudari Enkhbayar

Business ETD Collections

This dissertation explores trust and stakeholder engagement in the case of the Oyu Tolgoi Mine in Mongolia. It focuses on the relationship between the mine and local communities, especially in terms of trust, fairness and long-term social licence to operate. While mining can support economic growth, jobs and investment, it can also create environmental concerns, social tension and conflict when local communities feel ignored or unfairly treated.

The study asks two main questions: what factors have contributed to trust challenges between Oyu Tolgoi and local communities, and how stakeholder engagement can help strengthen long-term social licence to operate.  The research …

The Actor, The Character, And The Audience: The Impact Of Racial Alignment On Theater Audiences, Conwell Worthington Iii

Open Access Dissertations

Broadway represents the pinnacle of live theater in the USA, generating billions of dollars in revenue and serving as an international cultural icon. Despite Broadway’s prominence, it faces challenges stemming from its reliance on a relatively homogeneous audience base and a changing market. One determinant of both financial and critical success is casting. Casting also significantly impacts audience perceptions and acceptance. The recent success of Hamilton: An American Musical and Six: The Musical juxtaposed with the failure of 1776 have sparked discussion and interest into how to best utilize non-traditional casting as a strategy to broaden Broadway Audiences. This dissertation …

Trust, Literacy, And Choice: Exploring How Taxpayers Decide Between Self-Preparation And Professional Assistance, Bethany Jo Elam

Graduate Theses, Dissertations, and Problem Reports (ETD)

Each year, taxpayers must decide whether to self-prepare their tax return or hire a tax professional. While the decline in paper filing has made electronic filing the standard, the ease of access to both DIY tax software and tax professionals allows taxpayers to switch between these options each year if they wish. While previous research has focused on tangible predictors such as cost and accuracy, psychological factors, such as trust, remain largely unexplored in the modern tax-filing environment. This study investigates the relationship among perceived tax literacy among taxpayers, various dimensions of trust, and the intention to use tax software. …

Emotional Valence In Sustainable Fashion Advertising And The Cognitive And Affective Drivers Of Consumer Response As Determinants Of Digital Engagement Behavior, Cassidy Jane Cisz

Theses and Dissertations

The dominance of the linear value chain and its perpetuation of overconsumption create persistent barriers to sustainable fashion brands in their effort to articulate a value proposition that justifies the price premium associated with ethical and sustainable production. To address this challenge and remain competitive within a marketplace dominated by low-cost fast fashion, these brands must differentiate through appeals that clearly reflect their values, mission, and climate commitments. While advertisements for sustainable goods use a broad set of persuasive strategies, this study evaluates two dominant emotional appeals, Positive Environmental Appeals (PEA) and Negative Environmental Appeals (NEA), both of which are …

Imposter Phenomenon And Leadership Effectiveness In Female Leaders: Exploring The Roles Of Intellectual Humility, Perfectionism, And Mentorship, Christina Clarke

Theses, Dissertations and Capstones

First identified by Clance and Imes in 1978, Imposter Phenomenon describes a widespread psychological experience marked by persistent self-doubt, difficulties in accepting personal achievements, and a fear of being exposed as an unqualified "fraud" despite demonstrated competence. For over 45 years, most research on IP has primarily focused on its negative impacts, both personally and professionally, although limited recent studies have highlighted some positive aspects. While IP doesn’t differ amongst groups, most of the research and layman’s content on IP is associated with females. Drawing on empirical data that gender-diverse leadership outperforms homogeneous leadership teams, this research seeks to address …

Management Control Systems And Financial Stability In Nonprofit Organizations, Mary Constance Augustine

Theses, Dissertations and Capstones

Nonprofit organizations are critical to the United States economy, employing more than 12.8 million and providing vital services beyond what government programs can accomplish. These organizations are facing unparalleled financial challenges as competition for revenue sources increases and competitive pressure to excessively reduce overhead costs increases. Over the last three decades, managerial accounting literature has studied the effect of management control systems on innovative abilities in the commercial sector and recently, scholars have begun to apply these theories and methods to the nonprofit sector. Using Simons’ Levers of Control framework, this study employs a validated survey scale for nonprofit organizations …

The Soft Target Curriculum: Using Nigeria's 2026 Cascading Breaches To Teach Foundational Cybersecurity Failures, Chinedum Amaechi, Doris Asogwa, Samuel Alade

Journal of Cybersecurity Education, Research and Practice

SourceURL:file:///home/amaechi/Documents/ *Journal of Cybersecurity Education, Research and Practice (JCERP)*. **Title:** The Soft Target Curriculum: Using Nigeria's 2026 Cascading Breaches to Teach Foundational Cybersecurity Failures.docx

Background: Between March and April 2026, a single threat actor allegedly compromised four Nigerian institutions across banking, payment infrastructure, government registry, and power distribution sectors. The breaches exposed millions of records and disrupted critical services, yet all four exploited elementary vulnerabilities taught in introductory cybersecurity courses. Objective: This pedagogical case study analyzes the four breaches as a unified phenomenon of "normalized negligence" and provides ready-to-use teaching materials for cybersecurity educators. Methods: Using open-source intelligence analysis of …

Rewards That Resonate- How Incentivized Online Reviews Shape Customer Loyalty And Review Outcomes, Sameeha Khizindar

Marketing Dissertations

In today’s competitive marketplace, online reviews have become a central feature of consumer decision-making and business strategy. Research consistently documents that online reviews have a positive impact on outcomes such as review volume and product sales, underscoring their critical role in shaping firm performance. However, the majority of consumers do not voluntarily write reviews, posing a challenge for companies that rely on user-generated content. To address this issue, companies often offer incentives to motivate customers to write reviews. Despite their widespread use, research on their impact remains limited. This dissertation is comprised of two essays that examine the impact of …