Digital Commons Network^™

Fostering Student Engagement And Initiating Class Discussions Using Vevox, Amanda Dixon

Case studies: Digital Education

Student participation and interaction in class, with lecturers and peers, is paramount to student success (Dahmani et. al., 2024). Academia is experiencing the development of a pattern of behaviour where students do not feel comfortable speaking in in front of peers and academics (Archbell & Coplan, 2022). This pattern of behaviour has a negative impact on the student experience. Legal modules in universities are focused on the theory of law and are delivered in traditional lecture format. The Business Law module in question, is delivered in two business programmes in the Faculty of Business and focuses on the theory of …

Assess As You Progress, Alice Luby

Case studies: Brightspace

Many of our programmes have incorporated a high level of continuous assessment. This can be useful for encouraging more diverse assessment methods and group work, it can be a challenge for those delivering modules that are numeric, and skills based. Brightspace Quizzes delivered at the end of each topic as a continuous assessment tool help prevent students from falling behind in their studies and provide them with early and timely feedback on their performance. Once the questions are delivered randomly, navigation backwords prevented, arithmetic questions use randomly generated figures, and a time limit set, the quiz can be made available …

Exploring Green Practices, Opportunities And Challenges Facing Tourism And Hospitality Industry For Sustainable Future In Rwanda, Paul Okumu

Journal of Global Hospitality and Tourism

This article examines the complexities surrounding green tourism practices in the global context with particular emphasis on Rwanda as a case study area. This article explores the opportunities presented to stakeholders and the challenges faced in achieving a sustainable future in tourism and hospitality consumption. The study pays keen interest to understanding the interaction between environmental conservation efforts, socio-economic development, and tourism sustainability. Thorough comprehensive literature review, key concepts and theoretical frameworks of green tourism are explored, laying the foundation for the analysis of previous studies on green tourism evolution globally and in developing countries. The study identifies factors influencing …

The Emergence Of Artificial Intelligence-Driven Reservation Services Analyzed Through Push-Pull-Mooring Theory And Their Potential To Enhance Tourism Experiences, Dimitra Skandali, Muhammad Ali Raza

Journal of Global Hospitality and Tourism

Artificial intelligence-based bath bed reservation services signify a novel evaluation of consumer behavior in densely populated tourist destinations. The phenomenon of overcrowded beaches, particularly during the peak summer months at well-known public beaches in Europe, has increased demand during rush hours. The research aims to clarify the key factors that influence the use of these applications, primarily on mobile phones, by applying the Push-Pull-Mooring Theory, in addition to identifying the primary causes of the high demand and the importance of staying close to the shore when sunbathing. The study emphasizes the impact of perceived risk and enjoyment on user behavior, …

Measuring Social Capital In Tourism Operation And Its Influences On Peoples’ Involvement, Kalimuththu Shanmuganathan, Nalin Abeysekera, L.P.S. Gamini, Lalith Chandralal

Journal of Global Hospitality and Tourism

This study developed a reliable scale for measuring Social Capital in the context of tourism operations and examines its influences on Peoples' Involvement. The quantitative research method was employed, and the five stages of data purification processes were performed: identification of dimensions and indicators, item-to-total correlation, and explorative factor analysis, confirmatory factor analysis, and the structural equation model. The study identifies four dimensional scales of social capital across 13 indicators: bonding social capital, social bridging capital, social linking capital, and social harmless capital, and confirms that social capital has a significant influence on peoples' involvement. As the first effort at …

Art Meets Commerce: How Exhibitions Shape Visitor Behavior In Tourism Shopping Centers, Xi Wang, Rui Ma, Lan Yang, Jie Zheng

Journal of Global Hospitality and Tourism

Serving as prominent leisure and entertainment platforms, tourism shopping malls have evolved their appeal by integrating art exhibition centers, thus magnifying the retail ambiance. This study dived into the correlation between the incorporation of these art centers within tourism shopping environments and the subsequent consumer propensity to visit, encompassing a meticulous evaluation of both the art exhibits attributes and art exhibition center attributes. Utilizing the technique of structural equation modeling for the analysis, this research unraveled various aspects of this interplay with 437 surveys from art exhibition customers in shopping malls. It was found that all the examined factors, with …

Exploring The Relationships Between G2g, G2e And G2c E-Government Interactions And Organizational Readiness For Citizen Centricity In The Uae Government: Organizational Culture As A Moderator, Esam Al Sayed Ahmed

Dissertations

The UAE has topped the e-Gov development rankings globally over the last two decades. But during the era of the COVID-19 pandemic, certain problems befell the model of e-Gov, like no coherent strategy, inconsistencies in digital practice, inadequate collaboration, the lack of mechanisms for innovation, poor digital talent, and concerns with public trust. After the pandemic, the government released its digital strategy (2021-2025) as part of the rapid recovery plan to stimulate the economy and society. The strategy aimed at increasing sustainability and innovation and putting citizens first. Yet, the strategy can be improved in regard to how prepared government …

Historic Bedrocks Of Volunteer Recruitment: Collaboration Between The Peace Corps And Higher Education Partners, Melanie Elizabeth Graham

Educational Leadership & Workforce Development Theses & Dissertations

In this study I investigate the collaboration between the United States Peace Corps and their higher education partnership institutions, focusing on Peace Corps Prep Programs (PCPP) which aim to recruit, prepare, and retain diverse Peace Corps Volunteers. The inquiry examines the purpose, structure, and process of these collaborations to uncover successes and shortcomings, shedding light on the underlying mechanisms that contribute to effectiveness or hinder progress. A mixed-method, multiple case study methodology, integrating surveys and individual interviews that parallel The Wilder Collaboration Factors Inventory, facilitates an in-depth examination of the intricate dynamics and multifaceted experiences within the collaborative partnerships. By …

How Does Frugal Innovation Help Young Firms In The Us? The Moderating Roles Of Venture Capital Investment And Debt Financing, Zafrin Rahman, Wanying Shi

Business Faculty Publications and Presentations

This study examines the effects of frugal innovation on firm performance among young firms located in the U.S. Though frugal innovation is a concept that originated from innovation practices among emerging market firms, firms in the developed economies have absorbed a frugal mindset and are regularly exercising frugal innovation. We develop a framework for frugal innovation by building on entrepreneurial bricolage theory. One of our research findings shows that young firms in the U.S. find frugal innovation useful in gaining firm performance. In addition, interaction effects on firm performance are tested; those between frugal innovation and venture capital (VC) equity …

The Interplay Of Website Characteristics, Attitude, And Booking Intentions For Different Hotel Websites: A Theory Of Reasoned Action Perspective, Atefeh Charmchian Langroudi, Imran Rahman, Maryam Charmchian Langroudi, John Stephan, Parisa Mohammadi

Journal of Global Hospitality and Tourism

Using the theory of reasoned action as the underlying theoretical foundation, this study examines the direct effects of compatibility, perceived usefulness, communicability, perceived risk, and perceived playfulness on attitudes toward online booking and the indirect effects of these variables on consumers’ intention to use three different online hotel booking channels - independent hotel websites, chain hotel websites, and third-party hotel websites. Additionally, this study tests the direct effect of attitude towards online booking on consumers’ intention to use the three online booking channels. Collected data from 638 participants via Amazon M-Turk was analyzed using partial least squares based structural equation …

Exploring Strategies And Innovations In Airline Profitability Assessment: The Role Of Artificial Intelligence, Elif Degirmenci

Journal of Global Hospitality and Tourism

The airline industry's profitability assessment remains a complex yet critical aspect of strategic decision-making, spanning from hub profitability to individual flight performance. This paper explores the diverse methodologies and challenges involved in evaluating both line and network profitability, emphasizing the need for innovative approaches in reconciling variable costs associated with aircraft types and route assignments. Traditional methods are juxtaposed with innovative concepts like the Blended Aircraft Cost model, offering insights into enhancing market route profitability. Additionally, advanced methodologies such as horizontal and vertical methods are discussed, alongside the role of artificial intelligence in revolutionizing real-time profitability analysis. Through a comprehensive …

Analyzing Stability Of Estimates At Completion For Long Duration Development Efforts, Bradley Vuu, Jonathan D. Ritschel, Brandon M. Lucas, Edward D. White

Faculty Publications

Defense program managers utilize Earned Value Management (EVM) methodologies to measure, report, and predict the cost and schedule performance of their programs. Previous research conducted by Christensen (1996) and Kim et al. (2019) has shown varied results in the stability of EVM Estimates at Completion (EACs). Stability is defined as a 10% or less deviation from the final EAC at a specified percent completion point of the program. The Christensen (1996) and Kim et al. (2019) studies also noted that program-specific factors, such as phase, can impact the accuracy of EVM metrics. This study builds upon those works by assessing …

Tournament Theory – A Marketing-Oriented Examination, Ada V. Campbell

AMTP Proceedings 2025

This paper delves into tournament theory from a marketing perspective, particularly its application in sales contests and other marketing phenomena. The aim is to unravel how tournament theory elucidates wage inequality and drives individuals based on relative performance. Key insights include the pivotal role of prize structures in sales contests and the advantages of multiple-winner formats, which bolster performance. The paper also underscores the limitations and assumptions of tournament theory that necessitate attention and advocates for its integration with other theories to enhance its practical applicability.

Exploring The Drivers Of Customers’ Willingness To Accept Chatbot Intervention In Service Recovery, Wen-Hai Chih, Kai-Yu Wang, Hope W. Banda

AMTP Proceedings 2025

This study investigates the factors influencing customers' acceptance of chatbot intervention in service recovery. Drawing on the realism maximization theory (RMT) and the service robot acceptance model (SRAM), we examine the effects of chatbot message warmth and relevance on service recovery outcomes. Our findings, based on data from 319 participants, reveal that message warmth and message relevance reduce uniqueness neglect, which in turn increases perceived chatbot artificiality and reduces perceived chatbot rapport and perceived chatbot intelligence. Perceived chatbot rapport and perceived chatbot intelligence, in turn, positively impact customers' willingness to accept chatbot intervention. The mediating roles of uniqueness neglect, perceived …

Consumer Insights About Restaurant And Bar Preferences, Griffin D. Burt, Richard Kaminski, Zachary Eckenrode

AMTP Proceedings 2025

This study looks at how bar-restaurants, especially in small towns in Central Pennsylvania, can use market research and targeted marketing to attract and keep customers in today’s competitive landscape. As the market becomes more saturated and customer preferences shift, it's clear that offering quality food alone isn’t enough. Instead, businesses need to focus on creating a full dining experience, which includes great service, a welcoming atmosphere, and personalized touches. Using PJs Tavern as a case study, this research explores customer preferences, demographic factors, and the role of social media platforms like TikTok, Instagram, and Facebook in driving customer engagement. By …

Exploring Fan Dynamics In Nil Collectives: Insights Into Engagement And Contribution, Tom Hickman

AMTP Proceedings 2025

The introduction of Name, Image, and Likeness rights has transformed collegiate athletics, reshaping how fans connect with teams and athletes through collectives that individual fan contributions to support NIL opportunities. This study explores the relationship between NIL, fan collectives, and fan behavior, proposing a 2x2 typology based on concern for social status and the perceived importance of the collective to athlete recruitment. Four fan types are proposed: Passionate Believers, Social Status Seekers, Contributors, and Pragmatic Skeptics. Social identity theory and the theory of planned behavior provide a foundation for understanding how identity salience and subjective norms drive behaviors like NIL-branded …

Promoting Customer Helping Behaviour In The Service Environment: New Perspective, Estelle Van Tonder

AMTP Proceedings 2025

This research offers a fresh perspective to the current debate on what drives customers to help other customers within service settings. The study surveyed 236 customers who previously received help from another customer when they used a food delivery app. Overall, perceived similarity and trust in the customer helper seemed of less importance in the model. Customers’ emotions take precedence over trust in social exchange behaviours within informal social networks and when assistance is provided in low-involvement situations. Additionally, comfort is mainly influenced by the interaction competence of the customer providing help. Hence, it suggested that service scholars should pay …

“Do I Stand On My Own” Or “Are We All In This Together”? The Effect Of Collectivist Marketing Messages During Challenging Times Like Pandemic, Milad Hour, Golshad Parsimoghadam

AMTP Proceedings 2025

During the pandemic, as people dealt with fatalities, lockdowns, and the psychological impact of reduced social interactions, some marketing messages still captured significant public attention. What was the key element contributing to the success of these communications during such challenging times? This study focuses on the role of collectivism as a stress-coping mechanism included within marketing communications. Analyzing approximately 56,000 brand-generated posts on Platform X, the research examines how the use of collectivist language (e.g., we, us, etc.) relates to message likability, particularly as the pandemic nears its peak. The findings reveal that collectivist terms are positively associated with the …

Pedagogical Approaches For Marketing Ethics And Legal Issues, Ellen Raineri, Erin Brennan

AMTP Proceedings 2025

Lapses and violations in marketing ethics and law can result in employee turnover, revenue losses, decreased customer loyalty, criminal prosecution, and civil liability. Although these topics are addressed in some marketing classes, students noted insufficient coverage. Also, inadequate discussion of legal topics can stem from new regulations and faculty lacking legal acumen and experience. To supplement teaching of marketing ethics and law, eight learning activities were developed: marketing ethics audit to identify organizations’ ethical lapses, vulnerabilities, and illegal activities; deceptive marketing campaigns; podcast analysis of marketing and branding legal issues; analysis of photography privacy and property issues within a …

The Impact Of Buy-Now-Pay-Later Use Frequency On Social Media Shopping, Luxury Consumption And Consumer Indebtedness, Neleen S. Leslie-Piper, Toluwani Oloke, Ficawoyi Donou-Adonsou

AMTP Proceedings 2025

This study explores the impact of BNPL usage on social media purchasing, luxury consumption, and debt accumulation. 7,371 respondents participated in this study, and 7,248 reported their BNPL usage. The results indicate that the frequency of BNPL usage is positively related to the use of the buy now button on social media, luxury consumption, and indebtedness. Results indicate that all three dependent variables are significantly predicted by BNPL use. Both direct and indirect effects were observed, indicating BNPL's role in impulsive online consumption and consumer debt accumulation.

These results underscore the need for further study on the topic. Although significant …

Susceptibility To Online Shopping Influence And Online Shopping Advocacy Behavior: Role Of Trust In Online Retailers, Ainsworth Anthony Bailey, Mojisola Tiamiyu

AMTP Proceedings 2025

Despite the significant increased pace of online shopping, there remains a lack of insights on individual personality factors that drive consumers’ online shopping behaviors and their online shopping advocacy. Consequently, this research project introduces the concept of consumer susceptibility to online shopping influence (CSOSI) and explores its role in driving consumer online shopping advocacy intentions and behavior. The conceptual model contends that CSOSI drives online shopping enjoyment and satisfaction, which in turn affect consumer online shopping disposition; this disposition leads consumers to engage in greater levels of online shopping advocacy. The proposed research study also investigates the moderating role of …

Cross-Selling Life Insurance: Strategies Based On Life Span Theory And Critical Life Events, Jack A. Lesser

AMTP Proceedings 2025

This article develops strategies for cross-selling life insurance to customers who already hold other insurance products. Cross-selling life insurance presents unique challenges due to its association with long-term financial security, mortality, and legacy. Unlike other types of insurance that meet immediate needs, the decision to purchase life insurance is often triggered by critical life events and influenced by life span changes. Drawing on life span theory, this article identifies significant life events, such as marriage, parenthood, and retirement, that increase receptivity to life insurance and proposes theory-based strategies to enhance customer interest. By examining life stages and their associated motivations, …

How Do College Students’ Regulatory Focus Shape Their Behavioral Outcome Towards Institutes Of Higher Education? The Role Of Cognitive Flexibility And Social Perceptiveness, Saurabh Singh, Sarath Nonis

AMTP Proceedings 2025

Colleges and Universities across the United States are witnessing a decline in overall freshman enrollments. The latest data suggests that in 2023 there was an overall decline in enrollment of 5% among first year incoming freshman students across the country (Wood, 2024). To generate favorable attitude among current or potential students, institutions of higher education have adopted the use of social media channels for communication with students (Perera et. al., 2023). Through this paper, we address the critical question of how institutes of higher education can maximize students’ commitment, sense of belonging, as well as positive word of mouth intentions …

1 – 1 > 0: Growing The Pie By Reallocating Shelf Space To Small Brands, Jesse Core, Ho Kim

AMTP Proceedings 2025

We examine whether reallocating shelf space to smaller brands enhances total category sales. During a three-month field experiment involving 20 supermarket stores in Arkansas (10 treatment and 10 control stores), we increased shelf facings for smaller brands in treatment stores and reduced facings for larger brands, while maintaining the total shelf space constant. A difference-in-differences analysis reveals that increasing facings for smaller brands significantly boosts total category sales, with an average increase of 960 ounces per week during the intervention. Notably, sales remained elevated by 786 ounces per week after shelf facings reverted to the original level, indicating a persistent …

The Influence Of Consumer Dispositions In Cross-Cultural Consumer Behavior: The Mediating Roles Of Cosmopolitanism, Affinity, Ethnocentrism, And Animosity, Md Abrar Fahad Khan, Attila Yaprak, Andrew Byungwook Chung

AMTP Proceedings 2025

This paper investigates how socio-demographic factors, cultural variables, and attitudes interact with positive and negative consumer dispositions—cosmopolitanism, affinity, ethnocentrism, and animosity—to influence pre-purchase, purchase, and post-purchase behaviors. Anchored in five key theories—attitude theory, laddering theory, social identity theory, self-identity theory, and identity theory—the study highlights the mediating roles of these dispositions in cross-cultural consumer behavior. Positive dispositions such as cosmopolitanism and affinity foster openness to foreign brands, while negative dispositions like ethnocentrism and animosity deter purchases of foreign products. This integrated framework offers a comprehensive understanding of consumer behavior by bridging socio-demographics, cultural influences, and psychological dispositions. The study contributes …

Doing Business With China And Decoupling: Recommendations For Global Strategy, Nader H. Shooshtari, Timothy A. Manuel

AMTP Proceedings 2025

In the last several years, the effort to reduce dependence on China supply networks and in general to lead western countries’ trade away from China has gained momentum. This effort largely led by the U.S. has been a result of supply chain uncertainty post COVID and growing geopolitical tensions between the two countries. China’s increasing global ambitions under President Xi Jinping, including territorial claims in the South China Sea and Taiwan have changed the view of China as a reliable global factory and trading partner to a major threat to U.S. power. U.S. policymakers view of China evolved from a …

Exploring The Effects Of Strategic Orientation Combinations: The Moderating Role Of Industry Context, Mohammad Elayyan, Zonghui Li, Douglas Johansen, Caitlin Sockbeson, John Shaw

AMTP Proceedings 2025

Prior studies have explored the effect of market orientation and entrepreneurial orientation on firm performance separately. However, when making strategic decisions, firms often integrate marketing activities and entrepreneurial initiatives, which indicate various combinations of strategic orientation. This study employs an integrated perspective to examine the impact of various market and entrepreneurial orientation combinations on firm performance. In addition, it argues that the impact of strategic orientation on firm performance is contingent upon industry context. Using a sample of 182 manufacturing firms listed on the S&P 500, this study explores the joint effects of strategic orientation combinations (i.e., market orientation, entrepreneurial …

The Role Of Firm-Level Characteristics In Enhancing Managerial Marketing Knowledge Competencies And Business Performance., Christine A. Makama

AMTP Proceedings 2025

This ongoing study examines the influence of firm-level characteristics—learning orientation, market orientation, and dominant logic—on managerial marketing knowledge competencies and business performance. Utilizing the Resource-Based View (RBV) and organizational learning theories, the research examines how these elements collectively shape strategic decision-making and adaptability in competitive markets. A quantitative methodology is employed, with data gathered through surveys of marketing managers across diverse industries. Preliminary analysis, utilizing Structural Equation Modeling (SEM), suggests significant interrelationships among firm-level characteristics, with learning orientation and flexible dominant logic emerging as key drivers of enhanced marketing knowledge competencies. Early findings also highlight the potential for firms to …

Adoption Of Virtual Influencers By The Healthcare Industry: Benefits And Drawbacks, Jessica L. Holden, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2025

Social media influencers are thought leaders and influence others' attitudes, opinions, and behaviors (Pourkarim et al., 2023. Laszkiewicz & Kalinska, 2023). The healthcare industry currently utilizes social media and social media influencers to provide generalized health advice and opinions on and experiences with different providers (Reed & Feilding, 2022). However, the use of social media by healthcare businesses is still relatively novel (Gijsen et al., 2020), although it is becoming increasingly used for healthcare education and decision-making (Stellefson et al., 2020). Within the social media marketing space, there has been a rise in the use of virtual influencers. A Virtual …

The Impact Of Online Vs. In-Person Classes On College Students' Social Functioning And Well-Being: A Pilot Study, Aron Levin, Irwin Levin, J. Charlene Davis, C. Edward Heath

AMTP Proceedings 2025

This paper examines the relationship between undergraduate college students’ mix of online and in-person classes on their well-being and mental health. We first examine the research on consumer well-being and Quality of Social Functioning and then apply these streams of research to our pilot study, an online survey. In our pilot study, we find some statistical differences in students’ well-being, depending on whether they take predominantly in-person or online classes. Students who take about one half of their classes online are more satisfied with their academic performance than those who take all or mostly in-person classes. Those who take all …