Digital Commons Network^™

An Exploration Of The Perceptions Of Black Women Leading Interscholastic Sports Programs, Leslie Zeelika Pieters-Klatsky

Theses and Dissertations

The purpose of the study was to examine the perceptions of Black women leading interscholastic sports programs. Prior research examined the underrepresentation of women in sports leadership, but no study has examined prejudice toward the Black woman in an interscholastic sports leadership role. Data were collected through in-depth semi-structured interviews with Black women leading interscholastic athletics, using Kimberlé Crenshaw's intersectionality as a theoretical framework. This study sought to give voice to a select group of women who perceived being barred entry into the white-male-dominated field of interscholastic sports leadership by the Good Old Boys’ Network and the Good Old Girls’ …

The Effect Of An Interdisciplinary Project On Students’ Understandings Of Mathematical Interdisciplinarity: A Qualitative Action Research Study, Jaime Krause

Theses and Dissertations

The siloed nature of education has likely caused some high school students to not recognize the interdisciplinary nature of mathematics, leading them to misunderstand its relationship to other subject areas. A misunderstanding of mathematical interdisciplinarity can cause issues when these students approach interdisciplinary problems later in life. The purpose of this study was to observe, investigate, and analyze the ways in which students understand mathematical interdisciplinarity following a collaborative and interdisciplinary project. I implemented a descriptive qualitative action research approach to determine how a collaborative interdisciplinary project on NASA technology in a high school mathematics course affects students’ understandings of …

Esports Audience Segmentation: Means-End Chain Approach, Deokkyung Ock

Theses and Dissertations

As live-streaming platforms have fueled esports’ rapid growth, they have also diversified content from competitive matches to casual gameplay, creating a complex audience landscape. To capture this diversity, the present study applied means-end chain (MEC) theory to: (1) examine how esports audiences cognitively associate different content attributes with their expected consequences and underlying personal values; (2) segment esports audiences based on these unique MEC structures; and (3) compare consumption frequency of both watching and playing esports across the identified segments.

The current study adopted exploratory sequential mixed methods to achieve the study’s objectives. In Study One, in-depth interviews with 22 …

The Mediating Role Of Gratifications In Gamified Ai Chatbot Engagement: Astimulus-Organism-Response Approach, Deukmook Bae

Theses and Dissertations

Recent technological advancements and evolving consumer preferences have prompted a substantial shift from live sport attendance to mediated sport consumption, particularly among younger audiences. In response, enhancing the quality of mediated sport experiences has become a strategic priority for sport marketers seeking to maintain consumer engagement and market relevance. Although second-screen usage has been introduced to support this transition, its effectiveness remains uncertain due to limited interactivity, lack of personalization, and the potential for user distraction.

To address these limitations, AI chatbots have emerged as a compelling alternative, offering adaptive, user-centered interactions that promote deeper engagement and enrich the mediated …

The Impact Of Artificial Intelligence On The Sport Industry: Trademark Challenges And Legal Issues For Sport Brands, Suji Kim

Theses and Dissertations

This study explores the intersection of artificial intelligence (AI) and trademark law, focusing on the implications of AI-driven brand management in the sport industry. As AI technologies increasingly shape marketing strategies, particularly through fan engagement and content creation, they present new legal challenges, especially concerning trademark infringement, false endorsement, and the protection of athletes’ Name, Image, and Likeness (NIL) rights. The study analyzes key legal issues arising from AI’s role as both a tool and a potential legal actor in brand management, emphasizing the evolving definitions of “use in commerce” and the liability of sport organizations and third-party platforms.

Through …

Navigating Survival: Trans Adults’ Information Practice In South Carolina, Rhys R. Dreeszen Bowman

Theses and Dissertations

This community-based action research dissertation has two parts. First, through interviews with 25 trans adults in South Carolina, I asked how trans people use information to survive. The findings indicate that while trans people face significant financial, medical, legal, and social barriers, they are generally well-equipped to navigate them. I identified the following themes from the interviews: Identity practices shaped information outcomes. Participants' understanding of themselves as trans impacted how they evaluated and used information. 2) Participants preferred to find information from within trans communities. The internet was a popular place to seek information because it was a way for …

Strategic Pricing In A Disrupted Hospitality Landscape: Asset Valuation, Competitive Behavior, And Consumer Preferences, Badr Badraoui

Theses and Dissertations

The lodging industry is experiencing profound disruption as short-term vacation rentals (STVRs) such as Airbnb increasingly compete with traditional hotels, reshaping competitive structures, consumer expectations, and pricing strategies. While prior research has examined the impact of STVRs on hotel performance metrics, significant gaps remain regarding how pricing resilience, competitive behaviors, and consumer perceptions evolve under these new conditions. In particular, little is known about how ADR-based valuation models withstand competitive pressure, how STVR hosts respond strategically to hotel pricing signals, and how consumers evaluate partitioned pricing structures across accommodation types. This dissertation addresses these gaps through three interconnected studies designed …

Artificial Intelligence In Sport Management: A Systematic Review, Scale Development And Validation, And Implications, Kemardo Tyrell

Theses and Dissertations

The democratization of intelligent systems and their ubiquitous presence across the sport industry have created an urgent need to understand the current environment and how stakeholders perceive artificial intelligence (AI) as it reshapes decision-making, engagement, and organizational design. This three-manuscript dissertation conceptualizes artificial intelligence as a contested domain shaped by stakeholder meaning-making, consumer perception, and shifts in organizational practice. The first manuscript provides a systematic review of AI in sport management using the PRISMA framework, mapping how AI has been conceptualized as a methodological tool or contextual innovation across the sport industry segmentation (performance, production, and promotion). The second manuscript …

Play, Guide, Aspire: How Game Type And Trainer Involvement Shape Orientation Training Outcomes, Damla Sonmez

Theses and Dissertations

The use of gamification in orientation training has gained attention in organizational settings, yet questions remain regarding how different gamified training designs influence new employees’ emotional commitment, willingness to participate in future training, and long-term aspirations. Drawing on Stimulus–Organism–Response (SO-R) theory, Achievement Goal Theory, and Ecological Systems Theory, this dissertation investigates how game type (individual vs. team) and trainer involvement (active vs. passive) shape these outcomes.

Two experimental studies using vignette-based scenarios were conducted. Study 1 tested the direct effects of game type on emotional commitment and willingness to participate. Study 2 employed a 2 (game type) × 2 (trainer …

Game, Set, Empower: A Comparative Instagram Analysis Of Branding And Engagement In The Confederation Of African Football (Caf) Women’S And Men’S Champions League, Nour Abdelkader Ms

Theses and Dissertations

The rise of women’s football has placed new emphasis on digital branding, with social media becoming a vital space for visibility, engagement, and representation. This thesis investigates how Instagram content strategies influence fan engagement during the CAF Women’s and Men’s Champions League tournaments. Specifically, it examines the role of content type (match, behind-the-scenes, off-the-pitch, promotional), marketing orientation (organic, sponsored, collaborative), and post format (reel, carousel, photo, graphic) in shaping audience interaction.

Using an explanatory sequential mixed methods approach, the study analyzed 674 Instagram posts (276 CAFWCL, 398 CAFCL) and conducted semi-structured interviews with five digital sports professionals, including CAF digital …

Navigating The Transition: Experiences Of Former Collegiate Softball Athletes, Breanna Alleen Bryant

Theses and Dissertations

The purpose of this research study was to explore the different ways former female collegiate athletes transitioned out of playing their sport. Through qualitative interviews, the research aimed to understand the challenges these athletes faced, such as loss of identity, emotional distress, the absence of structure and support after leaving their teams. It also examined how unprepared these athletes were while going through the transition. The participants in this research study are all former division three college softball players who have just graduated college or have been out for a maximum of ten years. The most significant findings were these …

Athlete Decision-Making Process In The Liminality After Career-Ending Injuries, Grace Davie

Theses and Dissertations

This qualitative study explored the decision-making process of athletes in the liminal period immediately following career-ending injuries. While existing research has examined transition challenges and coping strategies, there remains a critical gap in understanding how athletes actively make decisions that shape their post-sport trajectories during this crucial period. Using Crisis Decision Theory (CDT) as a theoretical framework, this study investigated athletes' overall experience, support systems, injury severity assessment, and response option determination and evaluation during the immediate post-injury decision-making process. Key findings demonstrated that athletes' decision-making processes closely aligned with CDT's three-stage framework: assessing injury severity, determining response options, and …

Reducing Information Asymmetry: Economic Value Of Airbnb Signals In A Small College Town, Hatice Sena Akkurt

Theses and Dissertations

Trust is the backbone of platform operations. Airbnb platform designers implement various methods including trust-building mechanisms, user interface (UI) artifacts, and reputation management systems. Previous research has explored trust in Airbnb, yet little is known about the economic value of trust indicators in smaller cities and rural areas. Thus, this thesis investigates the economic significance of User Interface (UI) artifacts, including the “Superhost” badge, star ratings, and listing photographs, within the peer-to-peer accommodation sector in the Columbia Metropolitan Area. Drawing on signaling theory, we conducted quantitative analysis, to examine the relationship between trust indicators and listing prices, controlling factors like …

Who’S On First, What’S On Second An Analysis Of Major League Baseball Fans And Multiple Points Of Attachment, Ryan W. Dastrup

Theses and Dissertations

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Undergraduate Student Decision-Making: Pursuing Graduate Studies At The Same Institution That Granted The Undergraduate Degree, Anthony C. Marziliano

Theses and Dissertations

Colleges and universities are under pressure to increase enrollment and avoid attrition. It is clear that institutions need to increase efforts to work against decreasing graduate enrollment trends and focusing on students already in-place on campus may be an avenue to do so. Research is lacking concerning factors that may be related to the decision by undergraduate students to pursue graduate studies at the same institution that granted the undergraduate degree. Understanding key characteristics of the group that remains at the institution allows us to identify a student profile to focus on to increase graduate enrollment, especially in light of …

Barriers To Success In Higher Education For Second-Generation Caribbean American Men, Leonard S. Breton

Theses and Dissertations

While the United States may be progressing, second-generation Caribbean American men, those with at least one foreign-born parent (US Census Bureau, 2016), are a population that, despite literature addressing benefits and detriments of their cultural experiences, still warrants continued examination through empirical testing (Lyttle et al., 2011). These students have a range of factors that make them nontraditional students. Challenges such as racism, sexual and ethnic identity, and generational status in this country can be compounded when cultural perspectives of immigrant families are factored in. Caribbean American men are guided by learned behaviors and cultural traditions that influence training and …

Belief Systems Amongst Black Women: A Qualitative Study Of Social Supports And Factors That Facilitate Pathways To Leadership Positions Within Professional Sport, Rachel Lofton

Theses and Dissertations

Despite notable advancements made by Black women in both athletic and professional settings, their representation in leadership roles within the sports industry remains disproportionately low. The underrepresentation of Black women in leadership positions within professional sport organizations underscores the need for research to identify the social supports and factors facilitating their career progression. This study addresses the gap in the literature through qualitative interviews with twelve Black women who hold director-level positions or higher in professional sports teams or leagues. Grounded theory was employed to gather, examine, and interpret the data from the interviews. Critical race theory, standpoint theory, intersectionality, …

Exploring Student-Athlete Perceptions On Nil Opportunities In The Cannabinoid Industry, Katherine Klimchock

Theses and Dissertations

The introduction of Name, Image, and Likeness (NIL) regulations in collegiate athletics has created new financial and branding opportunities for student-athletes. Simultaneously, there has been an evolving legal landscape surrounding cannabinoids both at the state and National Collegiate Athletic Association (NCAA) levels. This dissertation in practice explores this emerging intersection by examining student-athlete perceptions of NIL opportunities with cannabinoid brands and highlighting the perceived advantages and disadvantages of such deals. This dissertation in practice consists of three artifacts. Artifact I provides essential background information on NIL, cannabinoids, and the House v. NCAA settlement. Recognizing the legal, institutional, and cultural shifts …

Perception Of Recreational Water Quality In The Scholarly Literature: Where Have We Been & Where Should We Go, Xavier Alberto Basurto Cendeno

Theses and Dissertations

This study explores existing literature and research themes between water quality and recreational participation through use of a bibliometric analysis with content analysis. It identifies key researchers, institutions, and themes that have shaped the field. Despite the growing body of research, gaps remain in understanding the state of the research on this important topic. By analyzing trends and how these trends have changed over time, this study aims to offer insights for future research agendas. Ultimately, the findings will inform strategies for improving water quality management and fostering more resilient, timely water-based recreational research.

Humblebragging As A Self-Promotional Strategy On Social Media, Sangwon Na

Theses and Dissertations

Humblebragging is a tactic where an individual disguises a boast or brag as a complaint or humility while simultaneously emphasizing their achievements or desired results. According to previous literature, individual athletes' social media postings are seen as branding or self-promotional content to enhance their brand image. However, these posts can also be considered a form of bragging, with sport celebrities trying to hide their true intentions by using humbleness. This strategy is often used by sport celebrities to enhance their brand image. However, this subject remains largely unexplored in sport management literature, primarily due to the lack of a clear …

How Passion Functions In Sport Applicant Attraction: A Biometric Approach, Jiayao Qi

Theses and Dissertations

Passion has been extensively researched from the perspective of athletes, entrepreneurs, and employees. In this dissertation, the researcher conducted an in-depth investigation of the way passion functions in sport job attraction. The two-stage experimental design combines the pioneer biometric methodology with qualitative inquiry, and 25 job seekers selected from a larger sample participated in the biometric lab. Results indicate that the interplay between cognitive and affective appraisals is critical in explaining sport job seekers’ highly individualistic and discriminative attraction toward work opportunities in sport. In particular, sports job seekers foster work passion through their multiple identifications with sport (playing history, …

Faith, Trust, And Pixie Dust: Understanding The Visions And Responsibilities Of The Varsity Esports Program Director, William Alan Fisackerly

Theses and Dissertations

The budding esports scene has drawn attention from higher education institutions in North America, who are growing community, competitive, and pedagogical esports initiatives. Varsity Esports Programs (VEPs) have proliferated since Robert Morris launched the first varsity program in 2014, with over 12,800 players from 650 institutions competing in the Spring 2023 National Association of Collegiate Esports (NACE) Starleague season alone (Butler University Set To Host NACE Starleague’s Spring 2023 Grand Finals, 2023). Despite this growth, little is known about the Varsity Esports Program (VEP), specifically from the perspective of the directors that oversee their operations. Previous work exploring the creation …

Trust In Governance System (Tgs) In The Hotel Context: Scale Development And Validation, Swechchha Subedi

Theses and Dissertations

The purpose of this study was to conceptualize trust in governance systems (TGS) within the hotel context, develop a scale to measure it, and validate its effects on hotel investment decisions. The study focused on the perspectives of hotel leadership which includes the owners, operators, and investors in the United States. The study employed a mixed-methods approach, exploratory sequential research design. Initially, the governance system within the hotel industry was conceptualized, and trust in governance was defined. The scale development phase involved generating items and dimensions through literature review, expert review, and pilot testing. The final scale included multiple dimensions …

How Organizational Structure And Power Dynamics Impact Decision Making—An Empirical Investigation Of General Manager Turnover In The National Basketball Association, Xiaoan Huang

Theses and Dissertations

This dissertation examines the factors affecting GM dismissals in the NBA. Although there is limited consideration of executives in sport, scholars argue that GMs play a critical role within professional sport organizations, as they are generally involved in both business and on-field operations of the team. While there is some understanding of the impact that GMs have on organizational performance in sports, there is a lack of consideration of the tenure of executives and the factors that lead to turnover in these positions. As such, there is a critical need for further examination of GMs in sport. Following power theory …

Factors That Encourage Or Inhibit Faculty Participation In Development Activities: A Case Study, Kim Kirby

Theses and Dissertations

As scrutiny increases on higher education to verify the value of a degree from a variety of constituents including parents, students and legislators, institutions of higher education must ensure students are receiving a sound education that meets their goals. Those primarily charged with doing so are faculty who may be content experts, but lack the pedagogical training to provide appropriate instruction. Faculty development is seen as a means to address that disconnect. However, offering quality development is not effective if the faculty is not motivated to engage in those offerings. This study examines the factors that encourage or inhibit faculty …

Exploring Factors That Influence Gen Z Consumers’ Adoption Of Metaverse And Brand Experience Through Metaverse, Xuan Nhat Linh Ho

Theses and Dissertations

Metaverse is an all-encompassing digital ecosystem that comprises numerous virtual worlds. Nowadays, Metaverse platforms are utilized globally for social interactions, work-related tasks, leisure activities, and online shopping. Furthermore, fashion brands now recognize immersive Metaverse technology's great potential and focus on reaching more consumers and expanding market share through Metaverse. However, it is unclear if other brands should invest in building a solid presence in Metaverse. Limited studies have investigated how these fashion-related factors influence brand experience, brand awareness, brand attitude, and purchase intention on Metaverse retail platforms. Therefore, this study aimed to explore the Technology Acceptance Model (TAM) and fashion-related …

Creating A Social Media Presence In Columbus State Women's Basketball Program, Kaihla Carter

Theses and Dissertations

This professional project will explore increased social media growth within the Columbus State University Women's Basketball team. It will present a sweeping writing audit focusing on the encounters and perspectives of the Columbus State Women's Basketball program regarding social media and the advancing opportunities for female student-athletes. It will dive into the framework to understand how women's basketball social media platforms impact the subjects, stories, and conversations encompassing the game, ultimately molding the public insight and plan. We get into the impact of a solid virtual social media presence, effective online entertainment strategies, the variety inborn in the women's basketball …

The Unsung Heroes For Intercollegiate Athletics: Examining The Dialogic Principles Of Communication In Community College Athletic Departments, Matthew Alan Stilwell

Theses and Dissertations

The purpose of this study was to explore community college athletic departments and how they connect and facilitate messages to their stakeholders. With limited resources, it’s important to understand how the athletic departments are applying best strategies and principles of relational management. Therefore, the goal and importance of this project was to explore how a mass communication tool in Twitter and how it is used in community college athletics, an area that is not a focal point in either collegiate athletics or sport communication scholarship. Using Kent and Taylor’s (1998) dialogic principles of communication as a guide for this project, …

Effects Of Ai Voice Assistants’ Messages On Pro-Environmnetal Consumer Behavior: Message Content And Voice Attributes, Somang Min

Theses and Dissertations

The hospitality and tourism industry has increasingly prioritized environmental concerns, driving the adoption of green practices and communication strategies. This dissertation investigates the role of AI voice assistants in hotel rooms in promoting pro-environmental behavior, recognizing the importance of fostering environmental mindfulness through technology and behavioral interventions. This research explores the influence of voice attributes and message content on consumers' pro-environmental behavior when conveyed through AI voice assistants. It specifically focuses on the marketing cue of Kindchenschema cuteness by examining how a baby-like voice in AI voice assistants may enhance pro-environmental communication, a topic rarely addressed in the hospitality and …

Decoding Trustworthiness And Helpfulness Of Online Reviews In Hospitality: A Reader-Centric Perspective, Xiaonan Zhang

Theses and Dissertations

Online review is an ongoing popular topic for both researchers and practitioners. Consumers’ decision-making is largely influenced by the online reviews, especially those that are perceived as trustworthy and helpful given the information overload issue and existence of fake reviews. This dissertation consists of three independent but closely related studies focusing on trustworthiness and helpfulness of online reviews in hospitality industry. The objectives of this dissertation are to explore the factors affecting review trustworthiness and helpfulness as identified in previous research and determine their relevance to consumers' real-world reading and decision-making experiences, as well as the impact of message framing …