Digital Commons Network^™

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.

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 …

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.

Motivators And Barriers To Healthy Food Consumption: Qualitative Study With Gen Z Living In Bratislava, Emel Yarimoglu, Lucia Vilcekova

AMTP Proceedings 2025

People in Europe have been caring about physical activity, healthy eating, and healthy body weight. The study aimed to explore the motivators and barriers to healthy food consumption among university students living in Bratislava, Slovakia. Qualitative research was conducted with sixteen students, and data were collected by written text. Self-reported written data were collected by convenience sampling and analyzed via content analysis. Four motivators of healthy food consumption were revealed (personal appearance, health-consciousness, physical activity, and social), and four barriers to healthy food consumption were obtained (functional, personal, psychological, and social). This research is original since it demonstrated motivators and …

Transforming Undergraduate Marketing Research: Building An Industry-Driven Research Incubator, Kristy C. Grayson, David Olsen

AMTP Proceedings 2025

This study presents a transformative approach to preparing undergraduate Marketing Research students for the data-driven workforce by creating the Research Incubator Framework (RIF). Drawing on an entrepreneurial philosophy, this adaptable model integrates open-source statistical tools such as Python and Google Colab, collaborative pedagogies, and strategic partnerships with local businesses to create a dynamic and iterative learning environment. Through hands-on projects with real-world datasets, students developed technical proficiency, critical thinking, and actionable problem-solving skills. The incubator emphasized iterative learning, cross-disciplinary collaboration, and alignment with industry standards, offering a scalable and cost-effective solution for modern marketing education. This study contributes empirical evidence …

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 …

“Do I Stand On My Own” Or “Are We All In This Together”? The Effect Of Collectivist Marketing Messages During Challenging Times Like Pandemic, Milad Hour, Golshad Parsimoghadam

AMTP Proceedings 2025

During the pandemic, as people dealt with fatalities, lockdowns, and the psychological impact of reduced social interactions, some marketing messages still captured significant public attention. What was the key element contributing to the success of these communications during such challenging times? This study focuses on the role of collectivism as a stress-coping mechanism included within marketing communications. Analyzing approximately 56,000 brand-generated posts on Platform X, the research examines how the use of collectivist language (e.g., we, us, etc.) relates to message likability, particularly as the pandemic nears its peak. The findings reveal that collectivist terms are positively associated with the …

Exploring The Role Of Artificial Intelligence In Higher Education: A Comparative Study On Grading Methods And The Technology Acceptance Model, Roberto Bello

AMTP Proceedings 2025

The integration of artificial intelligence (AI) and large language models (LLMs) like ChatGPT has transformed higher education, offering innovative solutions for personalized learning and grading. This study investigates students’ perceptions and acceptance of AI-assisted grading compared to traditional teaching assistant (TA) grading using the Technology Acceptance Model (TAM). The research explores how grading methods and exam formats influence key TAM constructs such as perceived usefulness, ease of use, and behavioral intentions. Findings suggest that mixed exam formats (70% multiple-choice, 30% short-answer) yield the highest acceptance rates for AI-assisted grading, emphasizing the importance of balanced assessment structures. The study highlights the …

Pedagogical Approaches For Marketing Ethics And Legal Issues, Ellen Raineri, Erin Brennan

AMTP Proceedings 2025

Lapses and violations in marketing ethics and law can result in employee turnover, revenue losses, decreased customer loyalty, criminal prosecution, and civil liability. Although these topics are addressed in some marketing classes, students noted insufficient coverage. Also, inadequate discussion of legal topics can stem from new regulations and faculty lacking legal acumen and experience. To supplement teaching of marketing ethics and law, eight learning activities were developed: marketing ethics audit to identify organizations’ ethical lapses, vulnerabilities, and illegal activities; deceptive marketing campaigns; podcast analysis of marketing and branding legal issues; analysis of photography privacy and property issues within 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 …

Faculty Senate Minutes, Georgia Southern University, Faculty Senate

Faculty Senate Minutes

No abstract provided.

Role Of Eye-Tracking Technology And Software Algorithms In Enhancing Adhd Detection And Diagnosis: A Systematic Literature Review, Lauren E. Perkins

Honors College Theses

This systematic literature review explores the role of eye-tracking technology and software algorithms in enhancing the detection and diagnosis of ADHD. ADHD, a neurodevelopmental disorder affecting both children and adults, is traditionally diagnosed through behavioral assessments, which may lack objectivity. Recent studies suggest that eye-tracking, specifically focusing on saccades, fixations, and blink rates, offers the potential for more accurate and objective measures of ADHD. The review examines clinical trials, observational studies, and machine learning research to assess the correlation between ADHD and eye movement patterns. Results indicate that individuals with ADHD exhibit distinct eye movement patterns, which can be quantified …

Larry Lee Hill, Sr.

African American Funeral Programs

No abstract provided.

Artificial Intelligence Approaches To Energy Management In Hvac Systems A Systematic Review, Seyed Abolfazl Aghili, Amin Haji Mohammad Rezaei, Mohammadsoroush Tafazzoli, Mostafa Khanzadi, Morteza Rahbar

Civil Engineering & Construction: Faculty Publications

Heating, Ventilation, and Air Conditioning (HVAC) systems contribute a considerable share of total global energy consumption and carbon dioxide emissions, putting them at the heart of the issues of decarbonization and removing barriers to achieving net-zero emissions and sustainable development goals. Nevertheless, the effective implementation of artificial intelligence (AI)-based methods to optimize energy efficiency while ensuring occupant comfort in multifarious settings remains to be fully realized. This paper provides a systematic review of state-of-the-art practices (2018 and later) using AI algorithms like machine learning (ML), deep learning (DL), and other computation-based techniques that have been deployed to boost HVAC system …

Exploring Predictive Modeling For Food Quality Enhancement: A Case Study On Wine, Cemil Emre Yavas, Jongyeop Kim, Lei Chen, Christopher Kadlec, Yiming Ji

Computing: Faculty Publications

What makes a wine exceptional enough to score a perfect 10 from experts? This study explores a data-driven approach to identify the ideal physicochemical composition for wines that could achieve this highest possible rating. Using a dataset of 11 measurable attributes, including alcohol, sulfates, residual sugar, density, and citric acid, for wines rated up to a maximum quality score of 8 by expert tasters, we sought to predict compositions that might enhance wine quality beyond current observations. Our methodology applies a second-degree polynomial ridge regression model, optimized through an exhaustive evaluation of feature combinations. Furthermore, we propose a specific chemical …

Michael Anthony Chatman

African American Funeral Programs

Michael_Anthony_Chatman.pdf - Funeral program for Michael Anthony Chatman

Gregory Lamar Ross

African American Funeral Programs

Funeral Program for Gregory Lamar Ross in 2008

Message From The President, Georgia Southern University

Messages from the President

No abstract provided.

Teaching Information Literacy In A Genai World: A 5cs Framework For Fostering Critical Engagement, Paul Cook, Adam Maksl

Georgia International Conference on Information Literacy

Teaching Information Literacy in a GenAI World:
A 5Cs Framework for Fostering Critical Engagement

This interactive workshop will equip participants with a robust framework for teaching students the knowledge and skills necessary to understand the modern, multifaceted information ecosystems upon which GenAI is built and operates. The 5Cs of news literacy (context, creation, content, circulation, and consumption), as outlined in Tully, Maksl, Ashley, Vraga, and Craft (2021), will be adapted to information literacy more broadly and we will explain how that framework presents an excellent foundation upon which broader information literacy knowledge and skills can be built. As GenAI becomes …

Willie Albert Cone

African American Funeral Programs

Willie_Albert_Cone.pdf - Funeral program for Willie Albert Cone

Faculty Senate Minutes, Georgia Southern University, Faculty Senate

Faculty Senate Minutes

No abstract provided.

Aquatic Quality Watch Informed By Communities (Aqwic) Facilitating The Adoption Of Low-Cost Sensor Systems For Underserved Communities: A Review And Tutorial, Josiah Hacker, Fatima Iqbal, Matias Osuna, Osely Perea, Keiner Sánchez, Christopher Page, Jamie Torres, Md Nizam Uddin, Hannah Walden, Mikko Westerbeke, Astana Woody, Nazly Enith Rubio Murillo, Francisco Cubas, Farith Diaz-Arriaga, Lewis Stetson Rowles

Civil Engineering & Construction: Faculty Publications

This tutorial review addresses the growing need for accessible water quality monitoring in rivers, lakes, and other surface waters. While commercial monitoring systems effectively serve water utilities and regulatory agencies, many communities lack the resources for regular water quality assessment. We present approaches for developing low-cost monitoring systems specifically designed for community-based environmental monitoring programs, citizen science initiatives, and educational applications. Through systematic analysis of 84 peer-reviewed papers on low-cost water quality monitoring, we identify key implementation approaches, common challenges, and successful design strategies. This analysis informs our tutorial recommendations and provides evidence-based guidance for system development. Specifically, we introduce …

Deacon Jimmy Lee Cross

African American Funeral Programs

Deacon_Jimmy_Lee_Cross.pdf - Funeral program for Jimmy Cross

Picker Routing And Pallet Stacking With Item Precedence Constraints, Tianrong Ding, Ioannis Fragkos, Rene De Koster

17th IMHRC Proceedings (Trondheim, Norway-2025)

This paper presents algorithms for a problem new in literature: jointly solving the pallet stacking and picker routing problem with stacking preference constraints.

A Multi-Model Tool For Evaluating Sustainability Levels Of Last Mile Logistic Services Developed By Drones, Maria Grazia Gnoni, Fabiana Tornese, Lorenzo Rubrichi

17th IMHRC Proceedings (Trondheim, Norway-2025)

No abstract provided.

Autonomous Mobile Robots Amrs Equipped With Picking Robot For Order-Picking In Storage Rack, Tone Lerher, Jakob Marolt, Luka Bizjak, Boris Jerman

17th IMHRC Proceedings (Trondheim, Norway-2025)

No abstract provided.

Development Of Mechanical Transfer Station For Automated Transport Robots, Stefan Galka

17th IMHRC Proceedings (Trondheim, Norway-2025)

No abstract provided.

Reinforcement Learning-Based Inventory Replenishment And Transshipment Planning In The Physical Internet Supply Chain, Simranjeet Singh Chadha, Uday Venkatadri

17th IMHRC Proceedings (Trondheim, Norway-2025)

No abstract provided.

Price-Based Dispatch In Engineered Truckload Trucking Networks, Don Taylor

17th IMHRC Proceedings (Trondheim, Norway-2025)

No abstract provided.

Shared Autonomy Open Logistics Systems: Definitions, Examples, And Related Literature, Jennifer Pazour

17th IMHRC Proceedings (Trondheim, Norway-2025)

No abstract provided.