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Faculty Senate Minutes, Georgia Southern University, Faculty Senate

Faculty Senate Minutes

No abstract provided.

Effect Of Asphalt Content On Low-Field Nuclear Magnetic Resonance Spectrum And Aging Evaluation Of Asphalt Mixtures, Chenyue Mei, Wei Wang, Junan Shen, Jinkun Sun, Yilin Xu, Jia Che

Civil Engineering & Construction: Faculty Publications

The aging of asphalt mixtures has a significant impact on the service life of asphalt pavements. Currently, the commonly employed method for assessing aging involves the extraction of asphalt from asphalt mixtures using the Abson method. However, this method is known to be detrimental to the extracted asphalt samples, time-consuming, and environmentally unfriendly. This study explored a novel non-destructive method for assessing asphalt aging, known as low-field nuclear magnetic resonance (LF-NMR). It primarily investigated the influence of asphalt content in asphalt mixtures on the patterns of LF-NMR spectra. Specifically, it examined the effect of asphalt content on LF-NMR spectra in …

Parental Involvement In Latinx Motherhood, Mayra Garcia-Diaz

GS4 Student Scholars Symposium

No abstract provided.

Decolonial Critical Qualitative Research Design, Mayra Garcia-Diaz

GS4 Student Scholars Symposium

No abstract provided.

The George-Anne, Georgia Southern University

The George-Anne

• Honoring Freedom: A Bird of the People
• 'Hands off': Savannah Participates in Nationwide Protest
• Local Limelight: Welcome to the Southeast Punk Flea Market
• What students think of National Women's History Month
• Campus Fashion Highlights
• Savannah Celebrates 201st St. Patrick's Day Parade
• A Living Museum: The Botanic Garden at Georgia Southern University
• Petsboro
• Vault Apartments Declared "Unsafe Living Conditions": Off-Campus apartment declared Structurally Unsound
• Barnes & Noble Officially Transitions to University Store
• Consolidation of Georgia Southern and Easts Georgia State College Receives Approval

Staff Council Minutes, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Staff Council Agenda, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

On The Nature Of Things: Communication And Relationships, The Philosophical Discussion Group

The Philosopher's Stone

• On the Nature of Things: Communication and Relationships

Voces, Poemas E Historias, Miguel García, Teresa Buzo Salas

World Languages & Cultures: Faculty Bookshelf

This collection includes Spanish poems written by students enrolled in elementary- and intermediate-level Spanish courses at Georgia Southern University. These poems were written between Fall 2020 and Spring 2024 and counted as the students’ final written projects.

Esta colección incluye poemas en español escritos por estudiantes inscritos en cursos de Español de nivel elemental e intermedio en la Universidad de Georgia Southern. Estos poemas fueron escritos entre el otoño del 2020 y la primavera del 2024, y contaron como el proyecto final escrito.

How Does Racial Bias Impact The Perceptions Of Black Women Regarding Maternal Care?, Tanner K. Braddy

Honors College Theses

Between 1999–2002 and 2018–2021, the maternal mortality rate in the United States increased by 144% from 9.65 to 23.6 deaths per 100,000 live births. Although women of all races are affected by maternal mortality yearly, it is especially prevalent in black women. In the United States, black women are three times more likely to die from pregnancy-related causes than non-black women. Despite advanced medical technology and ongoing research, black women are continuing to die because of pregnancy at an alarming rate. Many studies suggest that discrimination and implicit bias - defined as subconscious feelings, attitudes, prejudices, and stereotypes an individual …

Review Of Inquisition And Medieval Society: Power, Discipline, And Resistance In Languedoc, Trenton L. Wood

Armstrong Undergraduate Journal of History

No abstract provided.

Napoleon’S Playbook: The Political Strategies Behind His Empire And Legacy, Manjot Gill

Armstrong Undergraduate Journal of History

Napoleon Bonaparte’s rule from 1799 to 1814 exemplifies a masterclass in power politics, characterized by three interwoven strategies: institutional reforms, the synthesis of revolutionary ideals with traditional customs, and the strategic use of propaganda. By examining these strategies, this paper argues that Napoleon’s governance not only secured his authority in post- revolutionary France but also laid the groundwork for the mechanisms of modern authoritarian regimes. His legacy endures in the centralization of power, selective legal reforms, and propaganda techniques employed by modern regimes to shape public perception and suppress dissent, underscoring the relevance of Napoleon’s blueprint for power in understanding …

The Study Of Factors Influencing The Commercialization Of Startup Ideas, Ebadallah Yarmoradian, Zahra Saffari, Mahdi Maskani

AMTP Proceedings 2025

Commercialization of startups transforms innovative ideas into marketable products or services, addressing challenges like business model design, target market identification, investment attraction, and resource management. This study examines these challenges and highlights differences between product and service commercialization. Leveraging social and digital technologies, the research emphasizes improving communication networks, customer engagement, and process efficiency. It also explores modern technology's role in supporting nonprofit organizations and NGOs. Key findings underline the importance of technology-driven marketing, intelligent financial management, and robust communication networks. This paper offers practical recommendations for startups and nonprofits to tackle commercialization challenges effectively.

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 The Affectionate Dimension Of Cuteness, Can Trinh

AMTP Proceedings 2025

This research aims to extend the current literature related to cuteness by exploring the affectionate dimension of cuteness to see how this dimension may differ from the other two types of cuteness discussed in the literature and the potential impacts of this cuteness dimension on consumers.

Integrating Consumer Behavior Theories: Understanding Modern Consumer Decision-Making, Khusbu Rahman

AMTP Proceedings 2025

This paper synthesizes recent consumer behavior research published in the Journal of Consumer Research between 2020-2024, addressing a significant gap in the consistent application of established theories across different contexts. The study examines key theoretical frameworks, including the Theory of Planned Behavior and the Stimulus-Organism-Response model, and their application in understanding modern consumer decision-making. Through a systematic literature review of 105 articles, the research highlights the complex interplay between rational and emotional factors in consumer behavior, the importance of psychological comfort and attachment in product relationships, and the role of framing and context in decision-making. The findings emphasize the need …

South Africans’ Attitudes And Behaviors Regarding Customer Citizenship: The Paradoxical Comparison Of The Primary And The Secondary Data, Christo A. Bisschoff, Sam Fullerton

AMTP Proceedings 2025

The current study compares the extant literature regarding South Africa to a current assessment using primary data to measure the same green phenomenon, namely customer citizenship. Secondary data were used to develop a profile of how external sources perceive South Africa. For the primary data, a sample of 513 consumers in South Africa responded to an invitation-only, Internet-based questionnaire that focused on attitudinal and behavioral issues germane to the five constructs commonly related to customer citizenship within the context of green purchasing and green consumption. The constructs in focus were green mindset, anti-consumption behavior, consumer coaching behavior, green advocacy, and …

A Model To Measure The Brand Equity Of South African Business Schools: A Case Study Of The North-West University Business School, Christo A. Bisschoff

AMTP Proceedings 2025

This study aims to measure the brand equity of a regional business school in the North-West province of South Africa. A tailor-made approach implied identifying relevant brand equity dimensions and their respective measuring criteria from the literature. Professionals and managers in the Gauteng and North-West provinces were targeted in a judgmental sample to complete the questionnaires, and 97 responses from the combined nine student research papers were analyzed. Five brand equity dimensions were identified from the literature and measured. They are: (1) Perceived quality, (2) Brand awareness, (3) Brand associations, (4) brand loyalty, and (5) University reputation. The results show …

Consumer Intentions And Its Influence On Local Rodeo Attendance, Sierra H. Greene, Melinda Mclelland

AMTP Proceedings 2025

The sport of rodeo has been an American fan favorite for many decades. The opportunity to experience western culture is captivating to many consumers. Although the sport has remained popular, there is limited research exploring consumer attitudes and behavioral intentions related to rodeo. Ultimately, this research will explore consumer attitudes and behavioral intentions toward rodeo via two studies. The objective for study one is to explore how students perceive local rodeos and how this impacts intentions to attend. The purpose of this study is to understand students’ attitudes towards rodeo and their intentions to participate and provide actionable insights to …

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 …

Augmented Reality In Retail: The Role Of Experiential Value, Zahra Pourabedin, Vahid Biglari

AMTP Proceedings 2025

Augmented reality is being used as a marketing strategy to enhance customer experiences in various retail sectors. This research investigated the dimensions of experiential value that influence customers’ attitudes and purchase intentions. Surveyed data of 200 respondents were analyzed using confirmatory factor analysis and structural equation modeling. The findings revealed that the aesthetics and playfulness of augmented reality influence attitudes toward products. The findings emphasize the importance of augmented reality and provide practical implications for retail marketers to design and apply augmented reality. The study outlines its limitations and suggests directions for future research.

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 …

Fueling The Ideal: The Role Of Energy Drink Marketing In Shaping Body Image On Instagram, Kimberly Flanders, Laurie Lawrence, Natalya Vodopyanova, Darlene Natale

AMTP Proceedings 2025

Energy drink sales in the United States have experienced tremendous growth over the past several decades with projections for continued growth, making effective marketing strategies increasingly important for industry players. Central to these strategies is building brand awareness and targeting the right consumer demographic, particularly young adults aged 18-34, who make up the largest group of energy drink consumers. This demographic is heavily influenced by media portrayals of fitness and success. Red Bull and Monster, two of the leading brands, are dominant in brand awareness, with significant influence through social media platforms like Instagram. This research examines Instagram posts from …

Understanding Med Spa Preferences, Lee O. Brannon Iii, Tabor L. Schilling, Baily R. Trettel, Nancy B. Alden

AMTP Proceedings 2025

This study aimed to understand the key factors that influence client loyalty, determining the most effective marketing channels, and analyzing industry trends and client preferences, in order for med spas to increase their number of client bookings. Utilizing a survey, the researchers gathered data on client demographics, preferences, and behaviors related to aesthetic services. The analysis highlighted the critical elements of client retention, the impact of various marketing strategies, and the competitive landscape. By analyzing the results, the researchers provided descriptive analysis of demographic variables and client preferences. This research provided actionable insights to enhance client loyalty, attract new clients, …

Crafting Connections: Language Use And Cultural Resonance In Marketing Campaigns For The Hispanic Market, Santiago Reyes, Alessandra Noli Peschiera, Kristina Simon, Melany Sarcevic

AMTP Proceedings 2025

Considering the rapid growth and relevance of the Hispanic market in the U.S., this study explores strategies employed by brands in their communication efforts to connect with this consumer base. Through a qualitative content analysis, the study analyzes emerging themes and patterns in terms of language use and cultural values employed in marketing and advertising campaigns directed to the U.S. Hispanic market. Results reveal a prevalent use of Spanish, with a rise in the use of English reflective of changing demographic trends of Hispanics in the U.S. Cultural values resonant with Hispanic identity are also employed in campaigns. Important implications …

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 …

Enhancing Marketing Student Success With Ai-Guided Experiential Learning: A Case Study, Lisa C. Troy

AMTP Proceedings 2025

Today’s educators face the challenges of arming students with subject matter knowledge, helping them develop the human-centric soft skills that recruiters seek, dealing with increasing class sizes and multiple formats, and keeping up with rapid changes in AI technologies. This two-phase case study demonstrates how the implementation of a generative AI-powered experiential learning platform enhanced student success via increased subject matter knowledge competency and development of key soft skills. Specifically, phase 1 shows how the implementation of the learning platform, in a large online course. resulted in significantly higher levels of marketing knowledge and perceived course effectiveness versus the same …

When Art Inspires Wine Label Strategy: An Exploration Of French Winemakers’ Perceptions, Corinne Chevalier, Ghofrane Ghariani

AMTP Proceedings 2025

The use of a strategy involving original or atypical labels for prestige wines has shown its relevance in numerous studies. However, the implementation of an artification strategy in particular has rarely been addressed for wines, particularly those with an entry and mid-range positioning. Moreover, few studies have questioned professionals in the sector about the use of such a strategy. Consequently, the authors carried-out an exploratory study with 13 winemakers in order to gain a better understanding of the effects of this strategy on their entry and mid-range wines. This research reveals the winemakers' perception of the multiple benefits and risks …

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.