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The Mosaic, Georgia Southern University

George-Anne Media Group: Newsletters & Magazines

No abstract provided.

Messages From The Provost, Georgia Southern University

Messages from the Provost

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• Where Care Meets Impact
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The Mosaic, Georgia Southern University

George-Anne Media Group: Newsletters & Magazines

No abstract provided.

Centering Joy And Connection: Returning To Instruction After Hurricane Helene, Megan Keiser

Current Issues in Middle Level Education

This descriptive essay focuses on one teacher educator's response to a disrupted academic semester after a natural disaster that threatened to erode a service-learning designated interdisciplinary methods course for middle grades educators. This essay shares the process of pivoting to retain critical elements of the course. Reinforcing the use of resilience-informed pedagogy and modeling use of advisories, the instructor focused on developing a cohesive classroom community. Other aspects of the course revamp include offering differentiated service-learning opportunities. Centering teacher candidates’ joy and modeling best practices for middle level educators, the instructor describes project-based learning, a multidisciplinary literacy experience with a …

Midweek Memo, Georgia Southern University

Midweek Memo

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Bringing Worlds Together: How Social Studies Teachers Make Content Meaningful, Harley A. Payne

Honors College Theses

Secondary educators in social studies classes face the challenge of maintaining the attention of dozens of students during instruction, often on content that seems irrelevant or unimportant. Educators must find ways to emphasize that the content their students are disinterested in is useful and crucial for their development into adults. Research suggests that bridging the gap between the classroom and the real world improves classroom engagement (Cooper, 2014; Tagliaferro, 2012). Students who are engaged and exert more effort in class derive academic benefits, such as placement in advanced pathways and increased test scores (Carbonaro, 2005). Civics education and the inclusion …

The Mosaic, Georgia Southern University

George-Anne Media Group: Newsletters & Magazines

No abstract provided.

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 …

Integrating Leadership Development Into Sales Management Education: A Teaching Case Using Goleman’S Leadership Framework To Teach Coaching And Adaptive Leadership, George Talbert, Malcolm Talbert, Earl Honeycutt

AMTP Proceedings 2026

Sales management courses often emphasize operational responsibilities such as forecasting, territory design, hiring, compensation, and performance evaluation. While essential, these topics alone do not prepare students for the behavioral and emotional demands of leading people in dynamic selling environments. Employers increasingly expect early-career managers to motivate, develop, and retain talent under ambiguity. This teaching case presents a senior-level undergraduate sales management capstone that embeds leadership development into the core of the course using Daniel Goleman’s emotional intelligence-based leadership styles as the primary framework. The course positions coaching as a central, teachable competency and treats leadership as a set of context-dependent …

Craft, Connection, And Code: Consumer Culture In The Age Of Intelligent Technology, Monisha Gupta Dr, Elizabeth C. Alexander

AMTP Proceedings 2026

Contemporary consumption is increasingly characterized by a paradoxical convergence of technological acceleration and cultural re-materialization. Intelligent technologies—artificial intelligence (AI), algorithmic personalization, automation, and data-driven platforms—now structure how consumers search, evaluate, and engage with markets. At the same time, there has been a visible resurgence of interest in craft, making, and effortful consumption practices, including knitting, pottery, woodworking, home fermentation, and other forms of manual production. These practices emphasize tactile engagement, skill acquisition, time investment, and embodied knowledge, standing in apparent contrast to the frictionless efficiency promoted by intelligent systems

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, …

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 …

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 …

Comments From The Editors, Tulay Girard, Brian Whelan

Journal of Applied Marketing Theory

Welcome to the 2026 Special Issue of the Journal of Applied Marketing Theory (JAMT). JAMT is committed to providing a reputable platform for disseminating scholarly research that advances marketing knowledge while offering practical insights for marketing professionals.

In this special issue, we are pleased to present four manuscripts examining applications of artificial intelligence in the classroom and AI-driven personalization to enhance consumer engagement. Each article was well received by our review team and offers meaningful contributions to contemporary marketing discussions. We are delighted to share these works with our readers and hope you find them both insightful and thought-provoking.

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 …

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 …

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 …

The Acquisition, Consumption, And Disposal Of Clothing: A Qualitative Analysis, Omar H. Alqudsi, Trang Phuc Tran

AMTP Proceedings 2026

Using 22 semi-structured interviews on apparel acquisition, use, and disposal, we find that practical value dominates choice while identity cues matter at the margin. Price and comfort consistently outrank brand and trend. Disposal is purposeful: donation is favored when garments retain utility, with resale and recycling rising alongside sustainability awareness. Consumers often justify purchases as extensions of self yet report lower satisfaction when items lack durability or clear ethical provenance. These patterns align with utilitarian value frameworks and signal clear levers for marketers: durable basics, transparent sourcing, and simple channels for responsible end of life. Overall, everyday clothing decisions follow …

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 …

Experiential Learning In Marketing Education: Student Reflections In A Client Based Project, Samit Chakravorti

AMTP Proceedings 2026

This paper explores student experience with a client based project in an upper division marketing class and its impact on development of work readiness skills, learning and satisfaction with the course. The client was a local small business food cooperative. Student reflection papers submitted at the end of the project were content analyzed based on preset categories to understand the impact of the project on the outcome variables. Analysis shows that for most students the project was interesting, relevant but challenging, increased their satisfaction and enjoyment of the course, and positively impacted learning of profession specific and foundational work ready …

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 …

Ai Fosters Customer Co-Creation For Solo Entrepreneurs Operating Under Resource Constraints, Kamrunnahar Happy, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2026

A growing trend in the modern labor market is solo entrepreneurship or self-employment without employees. Advances in technology and the changing nature of socio-economic environments are reshaping the working environments and creating a new form of employment. (Cieślik & van Stel, 2023). This trend is particularly evident in the United States, where 5.2 million applicants filed for new businesses in 2024, with more than 80% of businesses operating without employees (Melhorn et al., 2024). Solo entrepreneurs can offer both financial and non-financial advantages. It is estimated that solo entrepreneurs earn 6.7% more than traditional employees doing a salary or wage-based …

Customer-Centricity In The Financial Services Sector: A Preliminary Look, Rhea Ingram, Katie H. Whetstone

AMTP Proceedings 2026

Financial institutions are under scrutiny as they work to rebuild consumer trust following the financial crisis. One effective approach for these organizations is to adopt a customer-centric strategy. Research indicates that businesses with a strong focus on customer-centricity tend to earn, on average, 60% higher profits than their competitors (Deloitte, 2017). While genuinely customer-centric companies are relatively rare, many organizations are in the process of transforming into a customer-centric model. This paper offers a preliminary examination of the rhetoric used by financial institutions, suggesting some progress in their customer-centric approach.

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 …

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, …

Reexamining Consumer Memory In The Age Of Artificial Intelligence, Suwakitti Amornpan, Sasawan Heingraj, Manisha Mathur

AMTP Proceedings 2026

This conceptual paper reexamines consumer memory in the age of artificial intelligence (AI) by proposing a comparative framework of memory practices across three eras: pre-technological embodied memory, technologically mediated memory, and AI-mediated memory co-creation. We argue that generative AI transforms memory from a primarily archival practice into an interactive, generative, and sometimes synthetic process. Drawing on consumer research, psychology, and media studies, we develop a trichotomy of memory practices along key dimensions, including primary memory artifacts, mode of validation, emotional logic, friction in remembering, and identity implications. We theorize how AI’s participation in memory reconstruction reshapes consumer behavior in practice, …

A Parsimonious Model Of Social Crm And Reciprocal Social Media Behaviors Among Colombian Consumers, Ainsworth Anthony Bailey Phd, Carolyn M. Bonifield Phd, Juliana Villegas Phd, Alejandro Arias Phd

AMTP Proceedings 2026

The current study explored Colombian consumers interactions and engagement with marketers on social media and the outcome of those interactions and engagement. In particular, the study explored the impact of marketers' support for social media interactions on perceived social customer relationship marketing (SCRM) commitment and consumer satisfaction, as well as their impact on eWOM and consumer social media engagement. The study's model had social exchange theory, commitment-trust theory of relationship marketing, and the S-O-R framework as theoretical underpinnings. Data to test the model's nine (9) hypotheses were collected by survey from among Colombian consumers. Analysis showed support for eight of …

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 …