Digital Commons Network^™

A Culture Divided: How Irish Americans Responded To Ireland’S Wartime Neutrality, Robert J. Barron

Honors College Theses

In the Second World War, the nation of Ireland declared its neutrality and maintained this status through the course of the long conflict. Meanwhile, Germany, Great Britain, and eventually the United States all competed to gain Ireland’s support in the war. However, one overlooked group continued to keep tabs on the affairs within their homeland: Irish Americans. How does one respond to a nation you have a connection with staying neutral in such a deadly conflict? The answer, for Irish Americans, was that it depended on the year. Before the United States entered the war, Irish Americans firmly defended the …

Precision Or Invasion? Mapping The Personalization Paradox, Shyamala N. Chalakudi, Gnana Bharathy

Journal of Applied Marketing Theory

AI-driven personalization has transformed consumer engagement, yet existing research offers no systematic way to determine when personalization shifts from helpful to intrusive. Current research and models explain privacy concerns or expectancy violations but do not measure the point at which personalization triggers user discomfort, creating the personalization paradox. This study introduces the Discomfort Threshold Assessment & Measurement (DTAM) framework, a conceptual model that identifies and evaluates this threshold by integrating Dual Process Theory, Expectation Violation Theory, and Privacy Calculus Theory. DTAM distinguishes between affective discomfort reactance and cognitive discomfort reactance and outlines how these constructs could, in future empirical studies, …

The George-Anne Inkwell Edition, Georgia Southern University

The Inkwell

No abstract provided.

Conceptualizing Cancel Culture In Marketing: Moral Policing In A Hyperconnected World, T. Andrew Poehlman, Sairah Abraham

AMTP Proceedings 2026

The dynamics of marketing in society have shifted. Brands no longer sit at a distance broadcasting messages; they now occupy the same social networks as people, speaking in a human voice and inviting quasi-personal relationships. In this environment, we argue that corporate cancel culture is best understood as moral policing of brands that have chosen to act like human nodes in social networks. Drawing on hierarchy research, we frame cancellations as “leveling” responses when high-status brands behave in ways that feel domineering, hypocritical, or extractive rather than prestige-based and service-oriented. Using Moral Foundations Theory, we show how diverse cancellations can …

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 …

Marketing Mindsets Abroad: A Longitudinal Qualitative Study Of Reflective Learning, Brand Meaning-Making, And Career Readiness In An Oxford-Based Study Abroad Program, Kari Wood, Kelly La Venture

AMTP Proceedings 2026

Marketing education faces a persistent transfer challenge; students may master concepts yet struggle to apply them in judgment, ethics, and persuasive communication in ambiguous contexts. This study reports early findings from a longitudinal qualitative case study of EuroSpring, an Oxford-based study abroad program that integrates cultural heritage learning with progressively stronger marketing experiences. Data include weekly reflections and course artifacts from two cohorts: 2024 (n = 15; heritage emphasis) and 2025 (n = 13; marketing-integrated commerce experiences including Harrods, Cadbury World, Borough Market, and an Indian Motorcycle heritage brand experience at Krazy Horse). Using reflexive thematic analysis, students framed place …

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 …

Midweek Memo, Georgia Southern University

Midweek Memo

• Applaud 
• Remember 
• Share 
• Experience 
• Around the Nest

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 …

Clusters Of Student Perceptions Of Ai-Assisted Grading: Implications For Fair And Transparent Assessment Practice In Higher Education, Roberto Bello

Journal of Applied Marketing Theory

As artificial intelligence (AI) tools become increasingly embedded in assessment and feedback systems, understanding how students perceive these technologies is vital for maintaining trust and fairness in higher education. This study investigates how students experience AI-assisted grading through an extended Technology Acceptance Model (TAM) that incorporates fairness, transparency, and trust as pedagogically relevant constructs. Survey data from undergraduate marketing students (N = 142) were analyzed using cluster analysis, revealing three distinct perception profiles: Enthusiasts, Pragmatists, and Skeptics. These clusters differ significantly in their willingness to rely on AI feedback, perceived fairness of algorithmic grading, and expectations of …

Coping Under Constraint: How Consumer Vulnerability And Caregiver Status Shape Food Choice And Well-Being, Kerry-Ann V. Forbes, Prachi Gala

AMTP Proceedings 2026

Caregiving is a chronic and understudied form of consumer vulnerability that reshapes everyday decision-making, particularly in food contexts. This research conceptualizes caregiving as a sustained role-based vulnerability. It proposes a moderated-mediation model in which consumer vulnerability influences coping strategies that subsequently affect food choice and consumer well-being. Drawing on the Theory of Planned Behavior, Coping Theory, and Transformative Consumer Research, the study examines how caregiver status (familial, professional, or non-caregiver) serves as a boundary condition that shapes these relationships. A three-phase mixed-methods design is employed: qualitative interviews to refine constructs, a survey–experiment to test the moderated-mediation model, and an experimental …

Analyzing Big Data-Ai's Impact On Product Innovation And Customer Engagement, Omar Itani, Samer Elhajjar, Ashish Kalra Dr, Manal Yunis Dr.

AMTP Proceedings 2026

In contemporary business landscapes, an organization's capacity to deliver groundbreaking innovative products and foster deep, meaningful engagement with its customers stands as the paramount objective of modern strategic practices. This dual focus not only drives sustainable growth but also fortifies competitive positioning in hyper-competitive markets. Yet, despite the extensive empirical evidence highlighting the transformative benefits of innovation—such as enhanced market share and profitability—and customer engagement—evidenced by loyalty, advocacy, and repeat business—the pivotal role of big data-artificial intelligence (BD-AI) technologies remains strikingly underexplored. In particular, scant attention has been paid to how BD-AI training equips firms to harness these tools effectively …

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’ …

Bias In Generative Ai: Amplified Stereotypes And Their Impact On Decision-Making, Jaymo Kim, Mi Zhou, Vibhanshu Abhishek, Tim Derdenger, Kannan Srinivasan

AMTP Proceedings 2026

This study examines bias in generative AI through an analysis of approximately 8,000 occupational portraits created by Midjourney, Stable Diffusion, and DALL·E 2. We document significant underrepresentation of women and Black individuals compared to real-world benchmarks. The research identifies two primary manifestations of bias: systematic gender and racial disparities, and subtle biases in facial expressions that influence perceptions of competence and trustworthiness. Through an iterative "Creative Lab" involving a fictional brand, we employ a three-phase experimental design to test whether AI disclosure labels—as proposed in the AI Disclosure Act of 2023—can mitigate the impact of these biases on consumer evaluations. …

Understanding The Controversy Of Tipping Fairness: Insights From Paradox, Sensemaking, And Equity Theories, Madilynn Moen, Ralf Mehnert-Meland, Wooyang Kim

AMTP Proceedings 2026

Tipping in the U.S. has become increasingly controversial as widening disparities and “tip creep” intensify inequities among tipped employees who receive a certain amount of minimum tips in the U.S. This contradictory situation, a social issue among various stakeholders—including employees, employers, consumers, and public policymakers in labor law—raises a critical question: “Who should hold primary accountability for ensuring wage fairness and guaranteeing a livable income for minimum-wage workers?” As ongoing preliminary research, this study aims to explore potential answers to this question by examining the evolution of tipping contexts and cultures associated with various stakeholders by incorporating three theoretical grounds—paradox …

Understanding The Benefits Of The Choice Of Free Gifts In Consumer Sales Promotions, Atmadeep J. Mukherjee, Ronn J. Smith, Scot Burton

AMTP Proceedings 2026

Free gifts associated with a focal product have long been recognized as one effective form of sales promotion that is valued by consumers. However, in recent years, in contrast to offering a single fixed free gift to consumers, some marketers have begun to offer consumers the choice among several possible free gifts. In this research, consumer responses to the choice of a free gift are compared to the offer of a single fixed gift. We show how the choice offered to consumers attenuates greater risk associated with the promoted focal product and how the choice can reduce unfavorable effects of …

Subsidiary Autonomy, Internal Embeddedness, And Innovation: The Role Of Government Intervention In Brazilian And Mexican Multilatinas, Ji Eun Park, Dominic Buccieri

AMTP Proceedings 2026

This study examines innovation-based foreign direct investment of multilatinas. More specifically, how multilatinas utilize subsidiaries located to drive innovation performance. Partial least squares structural equation modeling is used to analyze a sample of 92 multilatinas from Brazil and Mexico. This study advances the multilatinas literature by examining how Brazilian and Mexican firms that experience varying levels of government intervention in their home countries related to internationalization and innovation pursue innovation-driven internationalization into developed markets. Our study contributes to the discussion that multilatinas are a heterogenous group despite the common history of the Latin American region.

Our results indicate that delegating …

Out Of Everything: Consumer Response To Extreme Scarcity, Melodie Philhours, Courtney Peters, John E. Mello

AMTP Proceedings 2026

Product shortages often evoke strong emotional reactions and subsequent behavioral responses that can amplify market disruptions. This research explores consumer behavior during two high-profile shortage events: the 2012 and 2020 U.S. ammunition shortage and the COVID-19 pandemic’s staple goods shortage. Using a comparative qualitative case study design, this research develops a psychologically grounded process model to explain how perceived scarcity can trigger emotional arousal, overreaction, and persistent marketplace behaviors. Drawing from reactance and self-determination theories, this research reveals how threats to autonomy, competence, and relatedness lead consumers to engage in coping tactics such as panic buying, hoarding, extended search, and …

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 …

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 …

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 …

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 …