Digital Commons Network^™

Enhancing Marketing Student Success With Ai-Guided Experiential Learning: A Case Study, Lisa C. Troy

AMTP Proceedings 2025

Today’s educators face the challenges of arming students with subject matter knowledge, helping them develop the human-centric soft skills that recruiters seek, dealing with increasing class sizes and multiple formats, and keeping up with rapid changes in AI technologies. This two-phase case study demonstrates how the implementation of a generative AI-powered experiential learning platform enhanced student success via increased subject matter knowledge competency and development of key soft skills. Specifically, phase 1 shows how the implementation of the learning platform, in a large online course. resulted in significantly higher levels of marketing knowledge and perceived course effectiveness versus the same …

Membership Support For A Professional Organization Based On Member Satisfaction, Value, And Commitment, Shawn F, Clouse, Simona Stan, Nader Shooshtari

AMTP Proceedings 2025

Members of professional associations join these associations for reasons that include benefits and services to members, advocacy and lobbying on behalf of members and their interests, networking opportunities and a sense of community and identification with fellow association members. Members are likely to commit to the association and remain as members to the extent they are satisfied with what the association provides and if they perceive the benefits to exceed the cost (not just monetary) of membership. This survey of members of a professional association investigates the relationship between personal benefits, professional benefits, customer service satisfaction, membership satisfaction, membership value, …

The Listening Challenge: Fostering Soft Skill Development Through A Four-Week Practice And Reflective Journaling Assignment, Monica A. Hodis, Patricia L. Wollan

AMTP Proceedings 2025

In response to the growing emphasis on soft skills in business, this study addresses the persistent gap between employer needs and graduates’ abilities by introducing the Listening Challenge. This four-week individual learning assignment, grounded in Kolb’s experiential learning model, aims to enhance students’ listening skills through intentional practice and reflective journaling. Conducted over three semesters with 101 undergraduate students in a Personal Selling course, the study utilized qualitative data analysis to assess the effectiveness of the assignment. Results indicate significant progress in students’ listening abilities, increased self-awareness, and heightened motivation to improve. Students reported enhanced listening self-efficacy and expressed intentions …

A Reimagined Course On Sales Technology, Austin Hostetter, Christopher A. Wilkey

AMTP Proceedings 2025

In response to the evolving business landscape's demand for skilled sales professionals, university-level marketing and sales programs are adapting their teaching methodologies. This paper explores a case study from a Midwestern university where a sales technology course was redesigned to integrate digital marketing and social selling strategies. By merging these disciplines, the course aims to equip students with comprehensive skills in marketing technology and sales. The study evaluates the impact of this integration on student comprehension and readiness for the sales profession, offering insights for educators and curriculum developers. Grounded in Merriam's framework for case study research, the methodology employed …

When Art Inspires Wine Label Strategy: An Exploration Of French Winemakers’ Perceptions, Corinne Chevalier, Ghofrane Ghariani

AMTP Proceedings 2025

The use of a strategy involving original or atypical labels for prestige wines has shown its relevance in numerous studies. However, the implementation of an artification strategy in particular has rarely been addressed for wines, particularly those with an entry and mid-range positioning. Moreover, few studies have questioned professionals in the sector about the use of such a strategy. Consequently, the authors carried-out an exploratory study with 13 winemakers in order to gain a better understanding of the effects of this strategy on their entry and mid-range wines. This research reveals the winemakers' perception of the multiple benefits and risks …

The Role Of Firm-Level Characteristics In Enhancing Managerial Marketing Knowledge Competencies And Business Performance., Christine A. Makama

AMTP Proceedings 2025

This ongoing study examines the influence of firm-level characteristics—learning orientation, market orientation, and dominant logic—on managerial marketing knowledge competencies and business performance. Utilizing the Resource-Based View (RBV) and organizational learning theories, the research examines how these elements collectively shape strategic decision-making and adaptability in competitive markets. A quantitative methodology is employed, with data gathered through surveys of marketing managers across diverse industries. Preliminary analysis, utilizing Structural Equation Modeling (SEM), suggests significant interrelationships among firm-level characteristics, with learning orientation and flexible dominant logic emerging as key drivers of enhanced marketing knowledge competencies. Early findings also highlight the potential for firms to …

Bridging Workplace Discrepancies: Enhancing Managerial Plasticity For Effective Internal Branding And Employee Engagement, Lauren Peng, Tulay Girard

AMTP Proceedings 2025

Workplace value shifts and remote work have created discrepancies in managerial approaches, widening the gap between managers and personnel. This study addresses managerial plasticity development to navigate modern work environments and enhance internal branding. It introduces the Plasticity Model for measuring managerial plasticity and the Internal Branding Plasticity Model (IBPM) to explore relationships between internal branding, plasticity, employee engagement, job satisfaction, and loyalty. The research aims to provide insights into neuroplasticity development for fostering inclusive and innovative work environments.

Adoption Of Virtual Influencers By The Healthcare Industry: Benefits And Drawbacks, Jessica L. Holden, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2025

Social media influencers are thought leaders and influence others' attitudes, opinions, and behaviors (Pourkarim et al., 2023. Laszkiewicz & Kalinska, 2023). The healthcare industry currently utilizes social media and social media influencers to provide generalized health advice and opinions on and experiences with different providers (Reed & Feilding, 2022). However, the use of social media by healthcare businesses is still relatively novel (Gijsen et al., 2020), although it is becoming increasingly used for healthcare education and decision-making (Stellefson et al., 2020). Within the social media marketing space, there has been a rise in the use of virtual influencers. A Virtual …

The Cost Foundation Of Airline Market Offerings: A System Component Analysis, Bernice Osei, Steve Lemay, Dave Mcmahon

AMTP Proceedings 2025

This paper examines how airlines' core system components—infrastructure, equipment, people, and technology—create distinct cost structures that drive market offerings, pricing strategies, and revenue streams across different airline classifications. We analyze how full-service network carriers (FSNCs), low-cost carriers (LCCs), and ultra-low-cost carriers (ULCCs) leverage their cost foundations to develop competitive market positions. The paper ties airline market offerings to consumer psychology.

Hidden Markets In The Short-Term Rental Boom: A Case Study Of Investment And Property Service Operations, Jillian Aldrich, Steve Lemay, Dave Mcmahon

AMTP Proceedings 2025

In this research, we develop a series of propositions for future research based on a live case. The focus of the paper is the opportunities for complementary industries, such as, maintenance and janitorial services, created by Airbnb and Vrbo type apps.

The Impact Of Online Vs. In-Person Classes On College Students' Social Functioning And Well-Being: A Pilot Study, Aron Levin, Irwin Levin, J. Charlene Davis, C. Edward Heath

AMTP Proceedings 2025

This paper examines the relationship between undergraduate college students’ mix of online and in-person classes on their well-being and mental health. We first examine the research on consumer well-being and Quality of Social Functioning and then apply these streams of research to our pilot study, an online survey. In our pilot study, we find some statistical differences in students’ well-being, depending on whether they take predominantly in-person or online classes. Students who take about one half of their classes online are more satisfied with their academic performance than those who take all or mostly in-person classes. Those who take all …

Marketing For Musicians And Artists: A Pedagogical Model For Creative Business Education, Aron Levin, Jose Luis Saavedra Torres

AMTP Proceedings 2025

The myth of the "starving artist" persists, but marketing and entrepreneurial skills can empower creatives to thrive in the gig economy. This paper presents a pedagogical framework for a marketing course tailored to non-business students, particularly those in the creative arts. Using Sam Ryder, a musician who leveraged digital platforms to achieve meteoric success, as a case study, we explore the role of higher education in equipping artists with business skills. Grounded in experiential learning theory, the course integrates modules on branding, digital marketing, pricing, and work-life balance, emphasizing hands-on projects like SWOT analyses, brand identity design, and marketing strategy …

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 …

Tournament Theory – A Marketing-Oriented Examination, Ada V. Campbell

AMTP Proceedings 2025

This paper delves into tournament theory from a marketing perspective, particularly its application in sales contests and other marketing phenomena. The aim is to unravel how tournament theory elucidates wage inequality and drives individuals based on relative performance. Key insights include the pivotal role of prize structures in sales contests and the advantages of multiple-winner formats, which bolster performance. The paper also underscores the limitations and assumptions of tournament theory that necessitate attention and advocates for its integration with other theories to enhance its practical applicability.

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 …

Exploring The Affectionate Dimension Of Cuteness, Can Trinh

AMTP Proceedings 2025

This research aims to extend the current literature related to cuteness by exploring the affectionate dimension of cuteness to see how this dimension may differ from the other two types of cuteness discussed in the literature and the potential impacts of this cuteness dimension on consumers.

Cognitive Processing’S Role In Preventing Consumer Scams, Lana Waschka, Marcus Cunha Jr.

AMTP Proceedings 2025

Building on the findings of prior Unconscious Thought Theory (UTT) research, which showed how utilizing unconscious processing allowed participants to better identify lies (Reinhard, et al., 2011), the current work proposes a potential solution for consumers to identify and avoid complex scams and frauds: the use of distraction/ unconscious thought while processing information about scams. Through the course of three studies, we find evidence in support of the hypothesis and identify a moderated (relationship status) mediation (materialism) and that the main relationship is moderated by low self-esteem.

This work contributes to the literature by extending the application of unconscious thinking …

Exploring Fan Dynamics In Nil Collectives: Insights Into Engagement And Contribution, Tom Hickman

AMTP Proceedings 2025

The introduction of Name, Image, and Likeness rights has transformed collegiate athletics, reshaping how fans connect with teams and athletes through collectives that individual fan contributions to support NIL opportunities. This study explores the relationship between NIL, fan collectives, and fan behavior, proposing a 2x2 typology based on concern for social status and the perceived importance of the collective to athlete recruitment. Four fan types are proposed: Passionate Believers, Social Status Seekers, Contributors, and Pragmatic Skeptics. Social identity theory and the theory of planned behavior provide a foundation for understanding how identity salience and subjective norms drive behaviors like NIL-branded …

Promoting Customer Helping Behaviour In The Service Environment: New Perspective, Estelle Van Tonder

AMTP Proceedings 2025

This research offers a fresh perspective to the current debate on what drives customers to help other customers within service settings. The study surveyed 236 customers who previously received help from another customer when they used a food delivery app. Overall, perceived similarity and trust in the customer helper seemed of less importance in the model. Customers’ emotions take precedence over trust in social exchange behaviours within informal social networks and when assistance is provided in low-involvement situations. Additionally, comfort is mainly influenced by the interaction competence of the customer providing help. Hence, it suggested that service scholars should pay …

To Sleep – Perchance To Dream: Does Reducing Social Media Use Improve Sleep Quality?, Meredith E. David, James A. Roberts

AMTP Proceedings 2025

It is surprising given the increasingly high use of social media use among young adults and the likely relationship between it and deteriorating sleep quality that more research is not focused on the relationship between these two variables. The present study results supported our two a priori hypotheses. Social media use and sleep were inversely associated (H1). Further, our data showed that the level of social media use impacted sleep quality - a causal relationship is indicated between the two variables (H2). The treatment group that reduced its use of social media over a 10-day period reported higher levels of …

South Africans’ Attitudes And Behaviors Regarding Customer Citizenship: The Paradoxical Comparison Of The Primary And The Secondary Data, Christo A. Bisschoff, Sam Fullerton

AMTP Proceedings 2025

The current study compares the extant literature regarding South Africa to a current assessment using primary data to measure the same green phenomenon, namely customer citizenship. Secondary data were used to develop a profile of how external sources perceive South Africa. For the primary data, a sample of 513 consumers in South Africa responded to an invitation-only, Internet-based questionnaire that focused on attitudinal and behavioral issues germane to the five constructs commonly related to customer citizenship within the context of green purchasing and green consumption. The constructs in focus were green mindset, anti-consumption behavior, consumer coaching behavior, green advocacy, and …

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 …

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 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 …

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 …

The Impact Of Buy-Now-Pay-Later Use Frequency On Social Media Shopping, Luxury Consumption And Consumer Indebtedness, Neleen S. Leslie-Piper, Toluwani Oloke, Ficawoyi Donou-Adonsou

AMTP Proceedings 2025

This study explores the impact of BNPL usage on social media purchasing, luxury consumption, and debt accumulation. 7,371 respondents participated in this study, and 7,248 reported their BNPL usage. The results indicate that the frequency of BNPL usage is positively related to the use of the buy now button on social media, luxury consumption, and indebtedness. Results indicate that all three dependent variables are significantly predicted by BNPL use. Both direct and indirect effects were observed, indicating BNPL's role in impulsive online consumption and consumer debt accumulation.

These results underscore the need for further study on the topic. Although significant …

Examining The Roles Of Customer Relationships And Relationship Duration In Enhancing Profitability And Retention, Manisha Mathur

AMTP Proceedings 2025

Marketing experts emphasize the importance of fostering strong customer relationships to drive profitability, recognizing relationship management as a core element of marketing. However, the value of firms strategically prioritizing customers to enhance profitability has been debated in marketing literature. This study presents a conceptual framework that highlights the pivotal role of customer mapping in evaluating the effectiveness of investments in customer relationships and interaction frequency. Through empirical analysis, we seek to demonstrate how customer mapping contributes to explaining the impact of relationship investments on customer retention. Furthermore, our findings underscore the moderating effect of relationship duration.

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