Digital Commons Network^™

Assessing The Impact Of Alumni Relations: Using The Theory Of Planned Behavior To Understand Fsu Students Motivation To Engage, Eldaneka Rolle, Richard Waters Phd, Ciara A. Lewis

AMTP Proceedings 2026

This study aimed to understand Florida State University graduate and upper-division undergraduate students in the College of Communication and Information, attitudes and perception of connection through the specific behavior, engagement with alumni relations. If individuals perceive a connection, is there perceived behavioral control (PBC), does PBC influence their intent to remain connected through one of the four key components, experience, communication, volunteer and philanthropy. Five focus group discussions were conducted using semi-structured interviews. Through thematic analysis, eight common themes were developed, Major, Minor or Certification Interest, Program Experience, Faculty, Advisors and Staff, Event Participation, Communication Preference, Volunteer Opportunities, Small Contributions …

Consumer Protest In A Hyperconnected World, Cara Lewis Levin, T. Andrew Poehlman, Angeline Scheinbaum

AMTP Proceedings 2026

Consumer protest in various forms—boycotts, negative word-of-mouth, brand sabotage—has largely been theorized within an “old” broadcast model of marketing, where firms spoke one-to-many and controlled most brand-related discourse. In contrast, today’s “hyperconnected” model embeds brands in dense human–technology networks, where social media, microtargeting, and always-on feeds shape how brands enter people’s lives and how protest unfolds. This paper argues that the informational substrate shift from broadcast to hyperconnectivity requires a fundamental rethinking of consumer protest. We first contrast the broadcast and hyperconnected models, then outline hyperconnectivity’s implications at the firm, consumer, and societal levels. We then revisit canonical constructs (e.g., …

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

AMTP Proceedings 2026

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

The De-Influencingtrend On Social Media And Its Impact On Consumer Engagement, Lana Waschka, Andre Waschka

AMTP Proceedings 2026

Research has shown how influencer marketing in social media has been an effective way for companies to reach their target customers and advertise their products and services (Ahmad, 2018).   Brands rely on these influencers to promote products and encourage engagement and purchases.  De-Influencing, a seemingly antithetical concept, is a recent trend on social media where influencers are discouraging their followers from what they claim are unnecessary consumption.

By analyzing a data set of 216 observations from TikTok, we find evidence that influencers who use de-influencing appeals have higher post engagement. Specifics posts that use de-influencing strategies receive a higher number …

Internship Best Practices: A Comparative Analysis Of A Small Private University (Tiffin University) And A Large Public University (Kennesaw State University), Kellie Mcgilvray, Randy Stuart

AMTP Proceedings 2026

The balance of scholarship and professional practice is a hallmark of career preparation in higher education. While classroom instruction is essential for building foundational knowledge, experiential learning through internships allows students to apply theory in authentic professional contexts.

Are the requirements and administration of internship experiences the same at a small private university (Tiffin University-TU) (student population 3,726/687 business majors) as at a large public university (Kennesaw State University-KSU) (student population 50,000/10,000 business majors) and what best practices can be learned from both organizations? This paper will compare and contrast the practices at both schools and recommend best practices to …

Consumer Insights About Wood Pellets And The Heating Industry, Marlana Krug, Camille Gagnon, Harrison Synder, Ashton Rounsley

AMTP Proceedings 2026

This study investigates consumer purchasing behaviors and decisions within the wood pellet and heating industry with a focus on Central Pennsylvania. Research examined the decisions behind heating sources, pellet retailers, and pellet vendors. These findings are focused on understanding the purchasing habits of consumers, preferred retailers, and other considerations that influence pellet choice. Gaining an understanding of these purchasing choices and heating options is essential for improving marketing strategies. The Customer Engagement Theory served as the theoretical framework for this research, while the survey used quantitative questions to conduct and gather data on household decision-making.  Overall, the findings highlight the …

Exploring Tiktok Shop And The Correlation It Has With The Gen Z Consumers: Consumers Purchase Decisions Within The Beauty And Personal Care Product Category, Ciara A. Lewis, Richard Waters, Russell B. Clayton, Jaejin Lee

AMTP Proceedings 2026

The purpose of this paper is to understand the correlation between Gen Z consumers’ perceived level of attractiveness, credibility, trustworthiness, and relatability of a TikTok influencer and their intention to purchase beauty and personal care products from TikTok Shop. A quantitative research method was applied, using an online survey to gather data from 154 students between the ages of 18 and 27 from Florida State University. Pearson correlation analyses were used to investigate five hypotheses and one research question. Results indicated that credibility was the strongest correlation with behavioral intentions to purchase beauty and personal care products. There was a …

Navigating The Ai Classroom: Integrating Ai In Education For Enhanced Learning And Career Readiness, Katryna M. Johnson

Journal of Applied Marketing Theory

This study employs an innovative approach by integrating AI and human endeavors in the research process. The examination provides a literature review and theoretical frameworks for integrating AI in education, focusing on three key stakeholder groups: students, faculty, and institutions. The analysis explores the benefits and challenges of AI in the classroom from each group’s perspective. The paper emphasizes hands-on AI experience for marketing students to remain competitive. The paper provides practical tips and suggestions for using AI in marketing classes and creating an institutional environment to support long-term AI growth. Additionally, the study presents widely used AI tools in …

Integrating Artificial Intelligence Into Marketing Education: A Conceptual Framework For Curriculum Enhancement, Aisha Ghimire, Gallayanee Yaoyuneyong

Journal of Applied Marketing Theory

This paper introduces a Constructivist–Experiential GenAI Integration Framework to embed Generative AI (GenAI) across undergraduate marketing curricula. Grounded in constructivist and experiential learning theories, the framework positions GenAI as a learning partner, through hands-on, reflective, and ethically informed learning. Discipline-specific vignettes illustrate how GenAI can enhance marketing courses through accessible and scalable activities that align with diverse class sizes, institutional resources, and delivery modes. By leveraging freely available GenAI platforms, the model promotes inclusivity while cultivating AI literacy, ethical reasoning, and strategic agility. The paper concludes with recommendations for empirical validation and cross-institutional collaboration to ensure that GenAI-driven marketing education …

The George-Anne Daily, Georgia Southern University

George-Anne Media Group: Newsletters & Magazines

No abstract provided.

Thirty-Five Years Of Positioning Research: A Bibliometric Review Of Master's And Doctoral Dissertations, Charles Blankson, Wendy Chen

AMTP Proceedings 2026

This paper presents a bibliometric review of 39 master's and doctoral dissertations on positioning, defended at various universities between 1989 and 2024. Using systematic searches and content analysis, the study identifies major theoretical, methodological, and content patterns and trends in positioning research. Findings indicate a sharp rise in the number of dissertations on the concept of positioning over the past 25 years, with most work concentrated in Western institutions and heavily oriented toward brand and product-based applications. Content analysis reveals that most dissertations focus on managerial or applied perspectives, while few engage with positioning theories and digital contexts. Methodologically, earlier …

The Psychology Of Acquisition, Consumption, And Disposition Of Clothing Among Consumers, Kamila Muratkyzy Buckle, Trang Phuc Tran

AMTP Proceedings 2026

This qualitative analysis investigates consumer behavior in the clothing industry, highlighting the importance of qualitative data in informing retail strategies and gaining a deeper understanding of the complex motivations and emotional connections consumers maintain with fashion brands. The analysis explores a variety of values that impact clothing acquisition, including affordability, quality, and ethical considerations, while investigating the influence of social media on consumer brand loyalty and purchase motivations. Through focus groups, interviews, and social media analysis, this research project emphasizes how retail brands can implement consumer insight to improve engagement. The results enrich the understanding of consumer behavior and provide …

Skincare Influencer’S Effects On Skincare Consumers’ Perceptions On Tiktok Shop, Abigail Choi

AMTP Proceedings 2026

This study examined how TikTok influencers affect skincare consumers’ perceptions of TikTok Shop advertisements, focusing on the presence of a skincare irritation warning and a TikTok Shop link. It analyzed their effects on purchase intention, credibility, confidence, and likelihood of recommendation. 194 female participants aged 18–30 were recruited through CloudResearch and surveyed via Qualtrics. Each participant was randomly assigned to one of four TikTok-style skincare advertisements that featured the same product but varied by the presence of a TikTok Shop link and/or a skincare irritation warning. Results showed that the advertisement without a TikTok Shop link but with a skincare …

When Faces Do Not Help: Visual Design And Engagement For B2b Technology Brands On Instagram, Ali Jamei, Sima Sabahi

AMTP Proceedings 2026

Firms increasingly use visual content on social media to connect with customers, yet most evidence on what drives engagement comes from consumer or personal contexts. This study examines how simple visual features in Instagram photos posted by B2B technology brands relate to engagement, interpreted through processing fluency. The dataset contains 600 photos from 30 B2B technology brands. For each image, we record likes and comments, collect brand and post level metadata, and use Microsoft Azure computer vision tools to detect faces, classify their age group and gender, and identify the dominant background color. Negative binomial models show that the presence …

Dressed For Judgment: What Should Celebrities Wear To Court?, Alaina Jean, Emily Lesmes, Hyunju Shin

AMTP Proceedings 2026

This project explores consumers’ perceptions of celebrities facing criminal charges based on their choice of outfit. On the basis of Weiner’s attribution theory, we argue that when celebrities facing criminal charges are attired in traditional/professional outfits such as a black suit for males or a black knee-length dress for females in court compared with non-traditional/casual outfits such as a casual shirt with a defiant print and sneakers, consumers are likely to infer their remorse for their wrongdoings, which in turn may lead to more favorable attitudes toward the celebrity and higher forgiveness intentions. This research expands understanding of how consumers’ …

When Brand Protection Leads To Brand Crisis: The Case Of Disposable Fashion, Priya Rangaswamy, Rohini Daraboina, Lizhihan Yu

AMTP Proceedings 2026

Firms in the fashion industry have a practice of disposing unsold inventory to protect their brand value. It has gained a lot of importance in the media due to increasing consumer awareness about sustainability and has led to consumer backlash. This research examines whether this practice negatively impacts firm value, contrary to the firm’s belief. Specifically, the authors examine the effects of news on inventory disposal on short-term cumulative abnormal returns using an event-study methodology. Results show that news of this practice has a negative relationship with firm value for both the focal firm engaged in the practice and rival …

Green Marketing And Culture: Understanding Hispanic Consumers’ Sustainable Purchase Intentions, Santiago Reyes, Sindy Chapa

AMTP Proceedings 2026

As sustainability becomes a central force in shaping consumer expectations, businesses increasingly rely on green marketing strategies to communicate environmental responsibility and influence purchasing behavior (Polonsky, 1994; Kuria, 2024). This study examines how environmental concern, attitudes toward cause-related marketing (CRM), and cultural values influence purchase intentions, and compares Hispanic and non-Hispanic consumers.

What It Means To Be Latino: Exploring Identity Among U.S.-Born Gen Z Youth, Santiago Reyes, Alessandra Noli Peschiera, Melany Sarcevic, Tatiana Garcia, Leen Tlanepantla

AMTP Proceedings 2026

This study explores how U.S.-born Hispanics and Latinos define their identity within a rapidly growing and increasingly diverse demographic group. As the Hispanic population expands, traditional labels such as Hispanic and Latino often fall short of capturing the community’s cultural, linguistic, and generational complexity. With most growth now coming from U.S.-born generations, identity is shaped by a blend of American influences and heritage traditions, making it more fluid and context-dependent. Guided by Social Identity Theory and Hofstede’s cultural dimensions, this research uses focus groups with Gen Z participants to examine how they describe themselves, what characteristics they associate with being …

Being Compassionate Helps Improve College Students’ Perceived Well-Being. The Mediating Role Of Cognitive Flexibility And Perceived Anxiety, Saurabh Singh, Sarath Nonis

AMTP Proceedings 2026

Perceived well-being of college students is crucial to the success of students and institutions of higher education alike. Through this study we assert that promoting compassion among college students can improve their perceived well-being. Furthermore, the effect is mediated by cognitive flexibility and anxiety felt by students. The study has theoretical and managerial implications. The results can guide educators and university personnel to better craft curriculum and university communication.

A Qualitative Study Of Product Placement In Light Of Perspective Of Female Audience And Femvertising, Khusnud Tabassum

AMTP Proceedings 2026

In this study, I have tried to evaluate the perception of female consumers about product placement within movies and TV/Web Series in association with fictional female characters. To conduct this study a qualitative approach was taken using the mini discussion group method. After analyzing the findings from the mini discussion group, it can be said that women feel an association with fictional female characters who are inspiring, whom they can relate to, and whose personality and styling they admire. This association has an impact on their purchasing behavior too. Therefore, the association between the female audience and fictional female characters …

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

AMTP Proceedings 2026

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

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

AMTP Proceedings 2026

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

Digital Fashion For The Avatar Or Digital Fashion For The Self? Understanding Gen Z’S Willingness To Spend On Digital Fashion In The Metaverse, Shivam Agarwal

AMTP Proceedings 2026

This research examines Generation Z’s (Gen Z) willingness to spend on digital fashion in the metaverse, comparing preferences for avatar-based consumption versus physical consumption for the self. Drawing on generational cohort theory and identity-based consumption, the study proposes that Gen Z consumers—who are deeply embedded in digital environments—place greater value on avatar identity and self-expression in virtual spaces. Using a between-subjects experimental design, participants from Gen Z and older cohorts evaluate their willingness to purchase digital fashion for their avatars versus identical physical items for themselves. We predict that Gen Z will exhibit a significantly higher willingness to spend on …

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

AMTP Proceedings 2026

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

Transactional Platforms Under Goal Duality: Managing Tensions With Coordination Strategies, Nikolina Koporcic, Vesna Damnjanovic, Johan Frishammar, Vinit Parida

AMTP Proceedings 2026

While traditional transaction platforms like Airbnb emphasize economic value creation, some emerging platforms increasingly strive to pursue both economic and social goals. Balancing these dual goals creates tensions, especially in resource-constrained contexts, requiring innovative coordination strategies. Drawing on collective action theory and platform literature, we investigate how four start-up platforms pursuing dual goals manage these tensions. Using case study data from 64 interviews and extensive secondary sources, we identify six core tensions related to mission, user inclusion, scalability, operational control, community engagement, and stakeholder communication. We demonstrate how three key coordination strategies—framing, convening, and multivocality—help alleviate these tensions. Our study …

Ai-Based Multi-Dimensional Coding Of Cancel Culture: Opportunities And Limits Of Llm-Based Categorization, Sairah Abraham, T. Andrew Poehlman

AMTP Proceedings 2026

Large-scale qualitative coding is a bottleneck in marketing research, especially for complex, multi-level phenomena like corporate cancel culture. This paper uses over 100 well-known cancellation events as a testbed to evaluate whether GPT can act as a reliable, low-cost “independent rater” for rich categorical schemes. We develop a multi-dimensional coding framework (trigger locus, controversy source, social issue, moral foundation, and target level) and implement a staged GPT pipeline: zero-shot prompts benchmarked against human “gold standard” coders, scaled to larger samples, then extended with few-shot prompting and fine-tuning for harder constructs such as moral foundations. We compare GPT variants and roles, …

Beyond The Launch: Designing Integrated Marketing Communications Across The Publishing Lifecycle, Philip J. Boutin Jr.

AMTP Proceedings 2026

This paper advances a lifecycle view of integrated marketing communications for book publishing and specifies a practical model beyond launch. We present the Lifecycle IMC in Publishing (L-IMC) framework with four layers—strategic capability, orchestration, phased execution (pre-launch, launch, post-publication), and measurement/learning—grounded in evidence on carryover, cross-media complementarity, discoverability, and the creator economy. Seven propositions predict that lifecycle consistency, coordinated post-publication activity, metadata priming, creator–title fit with clear disclosures, network-aware seeding, continuous testing, and reserved reinforcement budgets improve visibility, conversion, and returns. Design principles include codified message architecture and governance, a vetted creator bench, managed discoverability, sequencing high-trust signals before conversion …

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

AMTP Proceedings 2026

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

Influencer Effect? An Examination Of Dunkin’ And Tarte’S Use Of Influencers, Amanda D. Damiano Ph.D., Wenjing Xie Ph.D.

AMTP Proceedings 2026

The purpose of this project was to understand public perceptions of brands using influencers. The brands Dunkin’ and Tarte Cosmetics served as case studies for this study. A mixed-methods approach was undertaken. Specifically, social media listening in the form of a content analysis was conducted. That was then followed by an online survey of students from a medium-sized university in the northeast. A number of factors were measured related to participants’ stated brand and influencer effectiveness on social media in general, as well as specific to Dunkin’ and Tarte. Additionally, participant demographic factors were measured in accordance with their stated …

The George-Anne Daily, Georgia Southern University

George-Anne Media Group: Newsletters & Magazines

No abstract provided.