Digital Commons Network^™

Fashion, Function, And Identity: Generation Z College Students’ Athletic Merchandise Preferences, Michelle L. Childs, Robin Hardin

AMTP Proceedings 2026

Generation Z consumers use apparel to communicate both group affiliation and individuality, yet limited research has examined whether preferences for university athletic merchandise differ by gender. This study investigates how Generation Z college students evaluate official branding, fashion, and uniqueness in athletic apparel. Survey data were collected from 777 students at a large NCAA Division I university. Exploratory factor analysis identified three reliable dimensions: official merchandise style, fashion, and uniqueness. ANOVA results indicated no significant gender differences in preferences for official merchandise or uniqueness. However, male students reported significantly stronger interest in fashionable and trend-forward merchandise than female students, challenging …

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 …

2025-2026 Georgia Southern University Men's Golf Statistics, Georgia Southern University

Men's Golf Records

No abstract provided.

2025-2026 Georgia Southern University Men's Golf Roster, Georgia Southern University

Men's Golf Records

No abstract provided.

2025 Georgia Southern University Softball Media Guide, Georgia Southern University

Women's Softball Records

No abstract provided.

2026 Georgia Southern University Football Roster, Georgia Southern University

Men's Football Records

No abstract provided.

2026 Spring Commencement, Georgia Southern University

Commencement Programs

No abstract provided.

Grade Assessment Types, And Student Performance In An Online Marketing Course, Vivek Madupu

AMTP Proceedings 2026

These days, asynchronous online courses are very common in business schools at universities. Online courses are attractive as they offer flexibility for students, especially working and non-traditional students. Even though online courses are widely popular, assessment design is often based more on instructor experience and intuition rather than on research evidence. In many cases, faculty rely on exams or participation-based activities without knowing how different assessment types relate to student learning and performance.

Learning analytics (LA) refers to the collection and analysis of data generated by students through Blackboard, Canvas, Moodle, etc. These data include grades, quiz scores, discussion forums, …

2025-2026 Georgia Southern University Women's Swimming And Diving Roster, Georgia Southern University

Women's Swimming Records

No abstract provided.

2026 Georgia Southern University Baseball Roster, Georgia Southern University

Men's Baseball Records

No abstract provided.

The Effect Of Complexity Of Expert Testimony And The Presence Of A Defensive Rebuttal On Jurors' Decisions In Criminal Trials, Shelby E. Madden

College of Graduate Studies: Theses & Dissertations

Forensic science plays a critical role in criminal trials, yet forensic techniques vary in their reliability. Expert testimony, often held in high regard by jurors, can be a decisive factor in verdicts, but its influence is complicated by factors such as technical complexity, adversarial bias, and heuristic processing. The present study examined how the complexity of prosecution expert testimony and the presence of a defensive rebuttal influenced jurors’ decisions when presented with faulty forensic evidence. Participants (N = 142) were randomly assigned to one of four conditions in a 2 (testimony complexity: high v. low) x 2 (defensive rebuttal …

Eagle Accountant - 2026, Georgia Southern University

Eagle Accountant

• Accounting Advisory Council
• Accreditation & Rankings
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• Cover Story: Tammie Williams
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The Role Of Apparel In College Student Athletic Affiliation, Robin Hardin, Michelle L. Childs

Journal of Applied Marketing Theory

Athletics is often considered the virtual front porch of a university, as it is often the most recognizable aspect of a college or university. This study examines how college students use apparel to affiliate with their university’s athletic brand. Results revealed three key factors influencing athletic-related merchandise preference: fashionable appeal, uniqueness, and official merchandise. Further analysis found that merchandise featuring official logos, colors, and recognizable branding elements significantly enhances consumers’ ability to associate with the university’s athletics brand. Gender differences emerged in preferences for fashionable items, with men showing greater interest. These findings provide valuable insights for marketers and university …

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.

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 …

Sustainability And Visit Intentions: The Mediating Role Of Identification With The Destination., Nicolas G. Lorgnier

AMTP Proceedings 2025

The United Nations' Sustainable Development Goals (SDGs) provide a framework to enhance tourism competitiveness, crucial for recovery post-COVID-19. Despite initial successes, research on SDGs' impact on destination brand image is limited. This study explores SDGs' influence on destination brands and the mediating role of identification in a cross-cultural context, organized around four research questions. The study uses data from online surveys in five countries, analyzed through PLS-SEM. Results show that destination SDGs are the most predictive of visit intention, with tourist SDGs negatively moderating this influence. The study finds that SDG-congruity measures are redundant and do not enhance visit intention …

2025 Spring Commencement, Georgia Southern University

Commencement Programs

No abstract provided.

2024-2025 Georgia Southern University Women's Swimming And Diving Roster, Georgia Southern University

Women's Swimming Records

No abstract provided.

2025 Georgia Southern University Football Roster, Georgia Southern University

Men's Football Records

No abstract provided.

Graduate Catalog, Georgia Southern University

Graduate Catalogs

No abstract provided.

2025 Fall Commencement, Georgia Southern University

Commencement Programs

No abstract provided.

2025 Georgia Southern University Men's Soccer Roster, Georgia Southern University

Men's Soccer Records

No abstract provided.

2024 Georgia Southern University Softball Media Guide, Georgia Southern University

Women's Softball Records

No abstract provided.

2025 Georgia Southern University Women's Soccer Media Guide, Georgia Southern University

Women's Soccer Records

No abstract provided.

Visual Attention And Memory Performance On Advertisements Featuring Celebrities, Kyrho Callis

College of Graduate Studies: Theses & Dissertations

VISUAL ATTENTION AND MEMORY PERFORMANCE ON ADVERTISEMENTS FEATURING CELEBRITIES

2024-2025 University Awards Of Excellence, Georgia Southern University

University Awards of Excellence

• Student Success
• Teaching
• Research
• Discovery & Innovation
• Inclusive Excellence
• Operational Efficiency, Effectiveness and Sustainability
• Community Engagement
• Collaboration
• Academic Excellence
• Sustainability
• Leadership
• Team Award

Effects Of Humorous Language In Social Media And Fandom Levels On Sport Consumers’ Merchandise Value Perceptions, Conner Martin

Honors College Theses

Licensed sports merchandise is a sports business sector that is projected to surpass $39.8 billion by 2027. This study examines the influence of humor in social media posts on consumers’ perceived valuations of licensed sport merchandise—specifically, apparel—with consideration to their team fandom. Guiding by Cue Utilization Theory (CUT), the research model assessed the extrinsic cues of team fandom and humor in shaping consumer perceptions, while controlling for product type (high-cost, low-cost), humorous caption (version 1, version 2), generation (Zoomers, Millennials, Gen Xers, and Boomers), and gender (male, female, non-binary). Fans of South Georgia Tormenta FC, a professional soccer club, served …

The Mind And Body Fitness Program: The Challenges And Rewards Of Implementing A Service Learning Course, Avery R. Thompson, Zoey Ojukwu

Eagle Showcase: Excellence in Service-Learning (Archived)

Service-learning courses offer a new dynamic to student learning, as the relationship between students and instructors has changed, requiring shared power and equal participation rather than a hierarchical transfer of influence. Students new to service-learning courses require a new kind of support from faculty within the field. This necessitates the ability of course instructors to create an opportunity for students to become equally contributing members of a community program.

Drawing from the P.A.R.E model, the service-learning course merges students' experiences, guiding them through practice regimens, project implementation, and reflection activities to connect service experiences with course content. This reflective process …

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 …

Identifying Technological Factors Influencing Personal Branding In The Field Of Consulting And Education (Case Study: Entrepreneurship Students University Of Tehran), Fargol Saberi Qomi, Reza Mohammadkazemi, Ayatollah Momayez

AMTP Proceedings 2024

This study aimed to identify the technological factors influencing personal branding in counseling and education. This research used the qualitative-quantitative method to create a deeper understanding and a comprehensive view of the study subject. Several factors were extracted using library studies and semi-structured interviews with ten experts and professors. These factors were divided into the general format of 2 technological factors influencing information and communication technology and three factors, including personal branding of individual, job, and environmental-cultural. The questionnaire was distributed among a sample of 110 members of the statistical population, and a statistical analysis of the data was …