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College Of Business News, Georgia Southern University

College of Business: News & Publications

• Norfolk Southern Welcomes LSCM Students

The George-Anne Daily, Georgia Southern University

George-Anne Media Group: Newsletters & Magazines

No abstract provided.

Midweek Memo, Georgia Southern University

Midweek Memo

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The George-Anne Daily, Georgia Southern University

George-Anne Media Group: Newsletters & Magazines

No abstract provided.

Increasing Social Media Equity Of A Brand By Developing Social Media Capabilities And Consumer Promotions, Manisha Mathur

AMTP Proceedings 2023

Existing literature identifies the role of customers in promoting a brand on social media and in providing recommendations to others customers based on their own experiences with the brand. The recent focus on using social media has led to most firms becoming effective in using social media to develop customer communities, becoming content providers unlike traditional advertisers, and focusing on conversing with consumers rather than directing marketing messages at them (Barwise and Meehan, 2010). In this research, we conceptualize social media equity as comprising of a brand’s associations with customers on social media, quality perceptions of the retailer brand on …

Taking Flight, Georgia Southern University

College of Business: News & Publications

• Taking Flight- March 2023
• Message from the Dean

Student Affairs Newletter, Georgia Southern University

Division of Student Affairs Newsletter (2020-2023)

A Message from our VP

Eagle Engage

True Blue Campaign

Office of Student Conduct

Counseling Center

Office of Student Activities

Office of Leadership & Community Engagement

Campus Recreation and Intramurals

Office of Student Wellness & Health Promotion

Eagles Call

Announcements

Comments From The Editors, Tulay Girard, Melek Meral Anitsal

Journal of Applied Marketing Theory

We welcome you to the current issue of the Journal of Applied Marketing Theory. The objective of Journal of Applied Marketing Theory (JAMT) is to provide a reputable platform for publishing academic research that advances marketing knowledge and offer insights for marketing managers.

What Drives Cryptocurrency Adoption? Exploring The Role Of Psychological Traits And Environmental Orientation, Sooyeon Choi, Seungho Shin

Journal of Applied Marketing Theory

Cryptocurrency is gaining worldwide recognition. This research examines the psychological determining factors of consumers’ cryptocurrency adoption behavior based on the theory of planned behavior. 452 samples are collected from U.S consumers and the data are analyzed by PLS-SEM. The findings reveal that consumer innovativeness has positive influences on the attitude and perceived behavioral control for cryptocurrency and in turn affects the intention to use cryptocurrency. Subjective norm is a significant predictor of cryptocurrency intention and the LOHAS lifestyle moderates the influence of attitude on the intention. This research offers theoretical and practical implications for the cryptocurrency market.

How Likely Are Viewers To Watch Television Commercials: A Connectedness Perspective, Velitchka D. Kaltcheva, Anthony Patino, Dennis Pitta

Journal of Applied Marketing Theory

With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among …

The Sport Marketing Portfolio Matrix: A Theory-Integrative Exploration Of Fans’ “Buy,” “Hold,” And “Sell” Behaviors, Kirk Damon Aiken, Richard M. Campbell, Ajay Sukhdial

Journal of Applied Marketing Theory

The field of sport marketing lacks a comprehensive understanding of how fan behaviors link directly to sport products. This work introduces a model that accurately categorizes sport products, better recognizes fan behaviors, and simultaneously provides strategic guidance to sport managers. The model integrates the foremost theories of fan behavior with the financial theory of portfolio management. This novel perspective posits that sport fans should be viewed as “investors” who buy, hold, and sell athletes and teams. Fans manage their individual portfolios in line with personal goals, values, and social influences. The integration of theories bears significant implications regarding how sport …

Sophisticated Vs. Rugged: Examining Gendered Brand Communication Styles And Social Media Engagement, Joanne T. Cao, Jamye Foster, Gallayanee S. Yaoyuneyong, Lacey K. Wallace

Journal of Applied Marketing Theory

Advertising and marketing managers understand that not all brands need to be on social media, but what is not clearly understood is consumers’ engagement expectations for brands that are on social media. Therefore, this study investigates the impact of brand personality, specifically sophisticated and rugged brands, and gendered communication styles on consumers’ expectations of social media engagement. A scenario-based experiment is performed to test the hypotheses using a mock brand. The main study consisted of a Qualtrics consumer panel, and a MANOVA was utilized to examine three components of social media engagement (consumption, contribution, and creation) on the two brand …

Using The I3 Model To Understand Overeating, Kenneth Herbst, Mark Peterson, Suman Saha

Journal of Applied Marketing Theory

This paper uses a conceptual framework, the I³ Model (pronounced the ‘I-Cubed Model’), for understanding the influence of external and internal factors on eating behavior. According to the I³ Model (Instigation, Impellance and Inhibition), three processes can explain how overeating can occur. This paper provides support for the I³ Model through a field experiment and two laboratory experiments. The I³ Model sheds light on the nature of overeating when a perfect storm arises in which instigation and impellance are strong and inhibition is weak. The identification of this perfect-storm condition suggests that …

Chamber Of Commerce Membership: An Explanatory Model Of Member Organizations’ Normative, Continuance And Affective Commitments, Shawn F, Clouse, Simona Stan, Nader H. Shooshtari

Journal of Applied Marketing Theory

Organizations join associations to gain a wide range of benefits, such as advocacy in the local community, more expertise, or access to markets and new technologies. However, these benefits do not always result in readily observable positive outcomes as compared to the monetary costs and time investment for businesses. Such value judgements may result in lower commitment to the association and ultimately dropped memberships. The purpose of this study is to better understand the factors that drive member organizations’ commitment to a chamber of commerce. The results of the empirical study show a positive impact of members’ role expectancies and …

Charlie Jackson

African American Funeral Programs

No abstract provided.

Fred And Dinah Gretsch School Of Music Newsletter, Georgia Southern University

School of Music: News & Publications (2017-2023)

• Student News
• Faculty News
• Coming Events
• Support the Gretsch School of Music

Department Of History News, Georgia Southern University

History: News & Publications

• 2023 Ogeechee International History Film Festival

Gata Now!, Georgia Southern University

Athletics: News & Publications

Women’s Golf Wins Ford Invitational

Eagles Sweep Royals, 7-0, On Sunday

Men's Tennis Knocks Off Gardner-Webb, 4-3

Terren Ward Earns Final SBC Player of the Week Award For 2022-23

Gata Now!, Georgia Southern University

Athletics: News & Publications

No abstract provided.

Gata Now!, Georgia Southern University

Athletics: News & Publications

No abstract provided.

Gata Now!, Georgia Southern University

Athletics: News & Publications

Women’s Golf Wins Ford Invitational

Eagles Sweep Royals, 7-0, On Sunday

Men's Tennis Knocks Off Gardner-Webb, 4-3

Terren Ward Earns Final SBC Player of the Week Award For 2022-23

The George-Anne Inkwell Edition, Georgia Southern University

The Inkwell

No abstract provided.

The George-Anne Daily, Georgia Southern University

George-Anne Media Group: Newsletters & Magazines

No abstract provided.

The George-Anne Reflector Magazine Newsletter, Georgia Southern University

George-Anne Media Group: Newsletters & Magazines

No abstract provided.

#Golead Newsletter, Georgia Southern University

#GoLead Newsletter (2016-2023)

• Serve912
• Alternative Breaks
• On-Campus Service
• Off-Campus Service
• Virtual Service

Five Things You Should Know This Week, Georgia Southern University

A Few Things You Should Know This Week (2020-2023)

Third annual Employee Engagement Survey opens this week

Spring Safe Zone Training Offerings

Ethics training required for all employees

College Of Business News, Georgia Southern University

College of Business: News & Publications

• Four students represent the Parker College of Business, Center for Sales Excellence in the “Toughest Test in Sales Education.”

Mr. Willie Louis Mincey "Big Lou"

African American Funeral Programs

Mr_Willie_Louis_Mincey--Big--Lou--.pdf - Funeral program for Willie Mincey

Nathan Lionel Hendley

African American Funeral Programs

Nathan_Lionel_Hendley.pdf - Funeral program for Nathan Hendley

Ceron Anthony Lee

African American Funeral Programs

No abstract provided.