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Full-Text Articles in Entire DC Network
The Significant Role Of Seo In Effective Web Marketing, Ramtin Ranjpour
The Significant Role Of Seo In Effective Web Marketing, Ramtin Ranjpour
AMTP Proceedings 2024
With the ever-rising popularity of online shopping, the power of web marketing has become more essential than ever. And search engine optimization (SEO) plays a huge role in web marketing. This paper is a critical literature review that goes over the important scholarly and non-scholarly works of influential experts in SEO. It serves as a fun and engaging introduction for anyone interested in learning about SEO, specifically about its importance, benefits, top strategies, rivals, and how it can be combined with other marketing methods. The hope is that it helps individuals and small business owners with their web marketing and …
Bearing The Benefit: An Evolution Of Passing To Trespassing & How We Got Here, Kennedi J. Williams
Bearing The Benefit: An Evolution Of Passing To Trespassing & How We Got Here, Kennedi J. Williams
Honors College Theses
In recent years, we have seen a shift in the social treatment of white people in America. The desire to be politically correct at all times, in hopes of avoiding becoming the next viral “Karen” or racist has become imperative. The following thesis will explore the latest trend of white women buying racial capital by producing mixed-race children. At first glance, this idea can be a bit problematic. How can we assume the reasoning behind a woman choosing to bear a child? With this in mind, I would like to emphasize that individuals do not have to consciously be racist …
Borglum’S Horse Flies: The Early Opposition To Mount Rushmore, Riley Merritt
Borglum’S Horse Flies: The Early Opposition To Mount Rushmore, Riley Merritt
Honors College Theses
This thesis explores the evolution of opposition to Mount Rushmore from 1923-1927—the period before carving began. The resistance was led by a group of preservationists who were concerned about the potential ecological and societal impacts of the project. While much of the existing scholarship has focused on the relationship between the local Indigenous community and the monument, I argue that the preservationists, who opposed the site for their own reasons, deserve similar attention. I aim to reframe the Mount Rushmore controversy within the broader context of the conservation movement, thereby contributing to wider environmental and historical debates. I also emphasize …
Interactions Between Societal, Social, And Social Media Marketing, Jessica Holden, Ismet Anitsal, Melek Meral Anitsal
Interactions Between Societal, Social, And Social Media Marketing, Jessica Holden, Ismet Anitsal, Melek Meral Anitsal
AMTP Proceedings 2024
This research explores the interactions among societal, social, and social media marketing concepts to provide clarity and distinction. These concepts are often confused, causing misunderstanding and misuse in practice. Societal, social, and social media marketing concepts need to be differentiated from one another and linked to the appropriate marketing tactics for them to be understood and utilized effectively in practice.
Embracing Digital Marketing Technologies And Increasing Student Engagement Through Marketing Agility And Reactance, Manisha Mathur
Embracing Digital Marketing Technologies And Increasing Student Engagement Through Marketing Agility And Reactance, Manisha Mathur
AMTP Proceedings 2024
This study aims to explore the role of marketing agility capability in facilitating students' acquisition of essential knowledge, skills, and abilities related to emerging technologies, as well as their active engagement with the course material. Utilizing Partial Least Squares Structural Equation Modeling of the data acquired from marketing students, this comprehensive inquiry yields valuable insights into the intricate dynamics of student responses to marketing technology within educational settings, emphasizing the pivotal role of nurturing digital fluency and marketing agility to enhance engagement and readiness for the professional arena.
Picture Perfect Or Symbolic Backfire? Assessing The Detrimental Effects Of Brand Emoji Use On Consumers’ Brand Attitudes, Michael Sciandra, Nazuk Sharma
Picture Perfect Or Symbolic Backfire? Assessing The Detrimental Effects Of Brand Emoji Use On Consumers’ Brand Attitudes, Michael Sciandra, Nazuk Sharma
AMTP Proceedings 2024
As consumers spend more time within digital environments, social media continues to be a critical tool for marketers. One of the most unique forms of communication specific to digital environments is the emoji. The marketing literature has identified numerous positive outcomes associated with marketers’ use of emojis, including strengthening persuasive appeals for social media influencers, increasing consumers’ feelings of positive affect, and bolstering engagement with branded communications. While brands use of emojis can offer benefits, it is critical to question if emoji usage always leads to favorable outcomes for marketers. Therefore, the goal of this research is to investigate when …
Exploring The Effect Of Logos With Animals, Can Trinh
Exploring The Effect Of Logos With Animals, Can Trinh
AMTP Proceedings 2024
Even though the use of logos that feature animals is prevalent (e.g., Porsche, Lamborghini, Hollister), there is a scant number of empirical works that examine the effect of such logos on marketing outcomes. This research represents a pioneering attempt to address this critical theoretical gap. We propose that logos that feature animals (i.e., animal logos) can influence product perceptions. Empirical evidence from two studies supports our propositions. The findings provide meaningful implications for both theory and practice.
Zoomer Generation: Used Car Automobile Purchasing Behaviors, Scott E. Whitaker, Joe Spencer, Giovanni Calise
Zoomer Generation: Used Car Automobile Purchasing Behaviors, Scott E. Whitaker, Joe Spencer, Giovanni Calise
AMTP Proceedings 2024
There is a growing trend of online automobile purchasing that is altering the relationship between consumers and automobile dealerships. Consumers are more informed and seek a larger variety of inventory and options when shopping for used vehicles. The online marketplace provides a viable alternative to local dealerships who have hereto dominated much of the market. This research shows the current generation of Zoomers is helping to drive this trend which has significant marketing implications toward the industry. There remains a gap in the academic body of knowledge examining this behavior in relation to large online purchases such as automobiles. This …
The Interplay Of Organic Label, Natural Imagery, And Domestic Country-Of-Origin Claim In Shaping Consumer Responses: Independent, Interactive, And Conditional Effects, David Bourdin, Phillip Frankhofer
The Interplay Of Organic Label, Natural Imagery, And Domestic Country-Of-Origin Claim In Shaping Consumer Responses: Independent, Interactive, And Conditional Effects, David Bourdin, Phillip Frankhofer
AMTP Proceedings 2024
With sustainable consumption on the rise, firms are increasingly showcasing their environmental efforts. However, it is still unclear how effective different verbal and visual ‘green’ product cues are in influencing consumer preferences. Addressing this gap, this study examines the independent and interactive effects of an organic label, natural imagery, and a local origin claim on consumer responses to packaged milk. Furthermore, the role of three potential moderators (green product skepticism, consumer ethnocentrism, and environmental concern) is considered. A 2x4 experimental study was conducted with 178 consumers. Structural equation modeling results show that an organic label and natural imagery indirectly increase …
Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement, Brian Whelan Dr.
Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement, Brian Whelan Dr.
AMTP Proceedings 2024
Participatory Design (PD) is an inclusive approach to designing products, services or systems that actively involve the people who use, will use, or be impacted by the design process (Robertson and Simonsen, 2012). PD has been applied in many domains, including architecture, urban planning, product design, healthcare administration, software development, and community engagement, but its application in marketing has been limited. The goal of this paper is to illuminate potential applications for blockchain-enabled PD initiatives in marketing, and to stimulate further thinking about how its use can lead to deeper customer engagement.
Business School Marketing Strategies For Enrollment Challenges In The Current Environment, Selcuk Ertekin
Business School Marketing Strategies For Enrollment Challenges In The Current Environment, Selcuk Ertekin
AMTP Proceedings 2024
This article aims to understand the implications and remedies for the recent turmoil in business school enrollment and retention. By reviewing the academic business literature on enrollment decline and by incorporating a traditional marketing strategy framework, we categorized the existing studies to come up with a list for success. We found that business schools must revise their curriculum with sustainability and technological change in mind. They must invest in hedonic aspects of business education, consider adding creative internship opportunities and incorporate innovative online learning initiatives. They must also identify faculty super influencers and use social media in their promotions. Finally, …
The George-Anne Reflector Magazine Newsletter, Georgia Southern University
The George-Anne Reflector Magazine Newsletter, Georgia Southern University
George-Anne Media Group: Newsletters & Magazines
No abstract provided.
Enhancing Information Architecture With Machine Learning For Digital Media Platforms, Taylor N. Mietzner
Enhancing Information Architecture With Machine Learning For Digital Media Platforms, Taylor N. Mietzner
Honors College Theses
Modern advancements in machine learning are transforming the technological landscape, including information architecture within user experience design. With the unparalleled amount of user data generated on online media platforms and applications, an adjustment in the design process to incorporate machine learning for categorizing the influx of semantic data while maintaining a user-centric structure is essential. Machine learning tools, such as the classification and recommendation system, need to be incorporated into the design for user experience and marketing success. There is a current gap between incorporating the backend modeling algorithms and the frontend information architecture system design together. The aim of …
Whose Opinions Do We Trust? Some Thoughts On Online Product Ratings And Consumer Decision Making, David Ackerman, Barbara Gross, Jing Hu
Whose Opinions Do We Trust? Some Thoughts On Online Product Ratings And Consumer Decision Making, David Ackerman, Barbara Gross, Jing Hu
AMTP Proceedings 2024
User-generated reviews play a crucial role in assessing market offerings and informing consumers’ purchase decisions. This study applies extant theory to examine the influence of online product ratings and reviews on consumers. The findings from experiments suggest that the impact of online ratings is heightened for higher-priced products in comparison to their lower-priced counterparts during both the information search and product evaluation stages of consumer decision making. Results also indicate that consumer ratings on social media may have more of an impact on consumers than do the ratings of experts. Consumers demonstrated a greater purchase intention for products that received …
Consumers' Brand Loyalty Towards Small Family-Owned Businesses, Christo A. Bisschoff Prof, Christoff Botha Prof, Marco Van Schoor Mr, Doret Botha Prof
Consumers' Brand Loyalty Towards Small Family-Owned Businesses, Christo A. Bisschoff Prof, Christoff Botha Prof, Marco Van Schoor Mr, Doret Botha Prof
AMTP Proceedings 2024
Family-owned businesses constitute a substantial portion of the workforce and GDP in South Africa and, with limited work opportunities in the public sector, play a significant role in job creation. As a result, family enterprises significantly influence South Africa's economy. This study aims to understand consumer loyalty towards family-owned businesses as brands by investigating family-owned businesses in the small mining town "Stilfontein" in the North-West Province, South Africa. Qualitative data collection involved semi-structured interviews with customers of family businesses to gather insights into brand loyalty. The identified themes and sub-themes highlight the importance of community bonds, personalized services, product quality, …
Experts-Driven Design: A Framework For Measuring Social Influence In Online Social Networks, Shyamala N. Chalakudi, Dildar Hussain Dr., Gnana Bharathy Dr, Dakshinamurthy Kolluru Dr
Experts-Driven Design: A Framework For Measuring Social Influence In Online Social Networks, Shyamala N. Chalakudi, Dildar Hussain Dr., Gnana Bharathy Dr, Dakshinamurthy Kolluru Dr
AMTP Proceedings 2024
In our interconnected and ever-changing social landscape, influence is pivotal in molding individuals’ decisions, perspectives, and behaviors. Measuring Social Influence (SI) in Online Social Networks (OSNs) faces significant gaps, notably needing more integration with human behaviors. Our literature review has unveiled twelve psychological theories rooted in human behavior that are fundamental for assessing SI in OSNs. We have further elucidated how human behaviors interact in shaping the influence potential of social media users through exploratory interviews with experts from consulting, industry, and academia. Our study culminated in developing a novel framework designed to encompass the intricacies that not only nurture …
Consumer Decision-Making Constructs: Differences Among Generational Cohorts, Heather M. Meyer Ph.D., Chloe Murphy
Consumer Decision-Making Constructs: Differences Among Generational Cohorts, Heather M. Meyer Ph.D., Chloe Murphy
AMTP Proceedings 2024
The goal of this study is to extend prior research by examining generational differences in consumer behavior. Most consumer decision-making models describes five main stages: 1) problem recognition, 2) information search, 3) alternative evaluation, 4) purchase, and 5) post-purchase. Although various scales can be utilized in order to measure each stage of this process, the authors decided to focus on a promotion-focus scale for problem recognition, an information acquisition scale to measure information search, a quality-consciousness scale and a price-consciousness scale to measure alternative evaluation, a confused by over-choice scale and a compulsive buying scale to measure purchase, and a …
The A-B Gap: An Assessment Of The Differences Between Ethical Attitudes And Ethical Behaviour Among The Next Generation Of Business Leaders In South Africa, Christo Bisschoff, Sam Fullerton
The A-B Gap: An Assessment Of The Differences Between Ethical Attitudes And Ethical Behaviour Among The Next Generation Of Business Leaders In South Africa, Christo Bisschoff, Sam Fullerton
AMTP Proceedings 2024
The current study scrutinizes differences between the ethical attitudes and behaviour of South Africa’s future generation of business leaders. The target population comprises first-level employed business managers who are currently completing an executive MBA degree. Business managers at three selected South African business schools comprised the sampling frame. Each member of the target population received an online link for access to a questionnaire which featured a previously validated series of balanced 6-point itemized rating scales. Data were collected on both behaviour and attitudes regarding 14 questionable business behaviours, each representing a potential breach of ethical conduct. A 60% response rate …
From Fan Avidity To Nil Ramifications: An Assessment Of The Attitudes Held By American University Students On An Array Of Sports Issues, Sam Fullerton, Tammy Mccullough
From Fan Avidity To Nil Ramifications: An Assessment Of The Attitudes Held By American University Students On An Array Of Sports Issues, Sam Fullerton, Tammy Mccullough
AMTP Proceedings 2024
A sample of 667 students drawn from seven universities in various regions of the United States provided feedback regarding 11 specific sports-related issues. These issues include the new NIL rules, fan avidity, and athlete compensation along with several other issues that are commonly addressed in the popular media. Means and percentages were used to derive aggregate measures for the respondents, and the same measures were used to assess the responses based upon one’s gender. For all 11 variables under scrutiny, a statistically significant difference was documented for the two gender-based groups. Thus, it is apparent that the market of intercollegiate …
Detecting Barriers And Drivers To The Adoption Of Circular Business Models In Small Companies From Developed And Developing Countries, Nathalie Touratier-Muller, Nikolina Koporcic, Stefan Markovic, Vesna Damnjanovic
Detecting Barriers And Drivers To The Adoption Of Circular Business Models In Small Companies From Developed And Developing Countries, Nathalie Touratier-Muller, Nikolina Koporcic, Stefan Markovic, Vesna Damnjanovic
AMTP Proceedings 2024
Circular business models (CBMs) have become crucial elements of the ecological and social transition of developed as well as developing countries. However, there is a lack of research focusing on small firms that are adopting CBMs, while facing various resource constraints. As small firms are becoming more conscious of the advantages of CBMs, there is a practical need to identify barriers and drivers to the adoption of those models, to accelerate their development trajectory. To contribute to these theoretical and practical needs, in this paper, we consider the CBMs of small firms and focus on a comparison between developed and …
The George-Anne Inkwell Edition, Georgia Southern University
The George-Anne Inkwell Edition, Georgia Southern University
The Inkwell
No abstract provided.
Faculty Senate Agenda, Georgia Southern University, Faculty Senate
Faculty Senate Agenda, Georgia Southern University, Faculty Senate
Faculty Senate Agendas
No abstract provided.
The George-Anne Daily, Georgia Southern University
The George-Anne Daily, Georgia Southern University
George-Anne Media Group: Newsletters & Magazines
No abstract provided.
The George-Anne Inkwell Edition, Georgia Southern University
The George-Anne Inkwell Edition, Georgia Southern University
The Inkwell
No abstract provided.
The George-Anne Reflector Magazine Newsletter, Georgia Southern University
The George-Anne Reflector Magazine Newsletter, Georgia Southern University
George-Anne Media Group: Newsletters & Magazines
No abstract provided.
The George-Anne Inkwell Edition
The George-Anne Reflector Magazine Newsletter, Georgia Southern University
The George-Anne Reflector Magazine Newsletter, Georgia Southern University
George-Anne Media Group: Newsletters & Magazines
No abstract provided.
Using Novelty Methods To Teach Counseling Students Diversity, Equity, Inclusion, And Multiculturalism, Keesha M. Kerns, David J. Ford Jr, Jill Ardely
Using Novelty Methods To Teach Counseling Students Diversity, Equity, Inclusion, And Multiculturalism, Keesha M. Kerns, David J. Ford Jr, Jill Ardely
National Cross-Cultural Counseling & Education Conference for Research, Action & Change (2016-2024)
The presentation will utilize knowledge of novelty methods to educate counseling students on how to cultivate a brave space and sense of belonging while allowing cultural exploration in counseling and education on a post secondary grant. Presenters will facilitate an understanding of participants' own cultural beliefs as related to diversity, multiculturalism, tolerance, and acceptance in counseling and education to promote professional growth as a counseling and education student.
Navigating Multiracial Identity Development In The Digital Ages: An Intersectional Exploration, Diana Mccullough
Navigating Multiracial Identity Development In The Digital Ages: An Intersectional Exploration, Diana Mccullough
National Cross-Cultural Counseling & Education Conference for Research, Action & Change (2016-2024)
In the 2020 U.S. Census, 33.8 million individuals reported multiracial identities, which increased since 2010 from nine million (US Census, 2020). Despite the substantial growth in multiracial individuals, there remains a dearth of understanding regarding the unique challenges and determining factors shaping their identity. This session aims to equip counselors and counselor educators with evidence-based strategies to navigate and support the intricate identity development of multiracial clients and students.
The George-Anne Inkwell Edition, Georgia Southern University
The George-Anne Inkwell Edition, Georgia Southern University
The Inkwell
No abstract provided.