Business Commons^™

Experts-Driven Design: A Framework For Measuring Social Influence In Online Social Networks, Shyamala N. Chalakudi, Dildar Hussain Dr., Gnana Bharathy Dr, Dakshinamurthy Kolluru Dr

Association of Marketing Theory and Practice Proceedings 2024

In our interconnected and ever-changing social landscape, influence is pivotal in molding individuals’ decisions, perspectives, and behaviors. Measuring Social Influence (SI) in Online Social Networks (OSNs) faces significant gaps, notably needing more integration with human behaviors. Our literature review has unveiled twelve psychological theories rooted in human behavior that are fundamental for assessing SI in OSNs. We have further elucidated how human behaviors interact in shaping the influence potential of social media users through exploratory interviews with experts from consulting, industry, and academia. Our study culminated in developing a novel framework designed to encompass the intricacies that not only nurture …

Swipe, Shop, Signal: Exploring The Dynamics Of Status-Seeking And Mobile Engagement In The Luxury Market, Aaron C. Lawry, Niland Mortimer

Association of Marketing Theory and Practice Proceedings 2024

This paper explores the dynamics of luxury mobile experiences and focuses on status-seeking as a key driver of engagement. By synthesizing the luxury research and mobile commerce literature, the authors argue that fashion opinion leaders and younger consumers shown to exhibit status-seeking propensities and demonstrate high involvement with fashion and smartphones, which likely increases their adoption of luxury mobile apps. Therefore, five hypotheses were drawn from Vigneron and Johnson's (1999) prestige-seeking consumer behavior framework to develop a theoretical model and empirically test these assumptions. This model enabled the researchers to conceptualize and investigate the relationships between fashion opinion leadership, age, …

Ai-Assisted Stakeholder Management And Organizational Learning: Evidence From The U.S. Intelligent Service Community, Jiyoon An

Association of Marketing Theory and Practice Proceedings 2024

Artificial intelligence (AI) has changed business practices, including stakeholder management and organizational learning. Scant research attention has been dedicated to examining methodology to implement for workflow-aware and skillset-savvy, AI-assisted stakeholder management. This paper has conducted natural language processing (bigram) and network analysis to understand AI-assisted stakeholder management practices in the U.S. intelligent service community. Theoretical and managerial implications are discussed.

Assessing Performance Optimization Strategies In Cloud-Native Environments Through Containerization And Orchestration Analysis, Daniel E. Ukene

Electronic Theses and Dissertations

This thesis comprises three distinct, yet interconnected studies addressing critical aspects of web infrastructure management. We begin by studying containerization via Docker and its impact on web server performance, focusing on Apache and Nginx hosted on virtualized environments. Through meticulous load testing and analysis, we provide insights into the comparative performance of these servers, adding users of this technology know which webservers to leverage when hosting their webservice along alongside the infrastructure to host it on. Next, we expand our focus to examine the performance of caching systems, namely Redis and Memcached, across traditional VMs and Docker containers. By comparing …

The Digital Engine Model: Lead Generation Through Applied Dcm Strategies, Kyle A. Huggins, John D. Hansen

Journal of Applied Marketing Theory

Digital Content Marketing (DCM) has become a primary tool for marketers in driving lead generation in today’s digital marketing world. Leading brands are creating and curating content trying to build brand equity and trust, connecting content to consumer action through brand story. And while strong theoretical models of content marketing have been discussed in the marketing literature, like Hollebeek and Macky (2019), there is a dearth of understanding about the application and direct impact of organic digital content strategies on marketing directives. This paper investigates an applied model, called The Digital Engine, which provides instruction on proper inbound marketing techniques …

Blockchain Securities Issues: Decentralized Identity System With Key Management Perspective, Olalekan O. Adaramola

Electronic Theses and Dissertations

Blockchain was created many years ago to solve the problems of data transfer Integrity, several years later the issues persist. Blockchain securities are one of the most important considerations to be investigated, and data integrity is about ensuring the accuracy and validity of messages such that when they are read, they are the same as when they were first written. It is of the opinion that passing information across from one person to another cannot be the same as it was first said at the onset. Our work investigated Blockchain security issues, studying Integrity emanating from transactions across the blocks …

Application Of Big Data Technology, Text Classification, And Azure Machine Learning For Financial Risk Management Using Data Science Methodology, Oluwaseyi A. Ijogun

Electronic Theses and Dissertations

Data science plays a crucial role in enabling organizations to optimize data-driven opportunities within financial risk management. It involves identifying, assessing, and mitigating risks, ultimately safeguarding investments, reducing uncertainty, ensuring regulatory compliance, enhancing decision-making, and fostering long-term sustainability. This thesis explores three facets of Data Science projects: enhancing customer understanding, fraud prevention, and predictive analysis, with the goal of improving existing tools and enabling more informed decision-making. The first project examined leveraged big data technologies, such as Hadoop and Spark, to enhance financial risk management by accurately predicting loan defaulters and their repayment likelihood. In the second project, we investigated …

Comparing The Effects Of User Generated Video Reviews And Brand Generated Advertisements On Consumer Decisions On Youtube, Vaibhav Shwetangbhai Diwanji, Jaejin Lee

Journal of Applied Marketing Theory

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, …

Cloud-Based Machine Learning And Sentiment Analysis, Emmanuel C. Opara

Electronic Theses and Dissertations

The role of a Data Scientist is becoming increasingly ubiquitous as companies and institutions see the need to gain additional insights and information from data to make better decisions to improve the quality-of-service delivery to customers. This thesis document contains three aspects of data science projects aimed at improving tools and techniques used in analyzing and evaluating data. The first research study involved the use of a standard cybersecurity dataset and cloud-based auto-machine learning algorithms were applied to detect vulnerabilities in the network traffic data. The performance of the algorithms was measured and compared using standard evaluation metrics. The second …

Gamification Usage And Platform Loyalty In Esports Livestreams: An Analysis Of Unobserved Heterogeneity With Fimix-Pls And Ipma, Yizhou Qian, Jeam Martinez, Robbie Matz

Association of Marketing Theory and Practice Proceedings 2022

Although gamification as a marketing strategy has been implemented by various domains, there is still a dearth of research on the use of gamification in social livestreams. In this study, we examined the relationships between technology acceptance model (TAM) variables, gamification usage, and loyalty toward a social livestreaming platform, where gamification was adopted to enhance the viewing of an esports event. Data from 396 viewers were analyzed using partial least squares structural equation modeling (PLS-SEM), finite mixture partial least squares (FIMIX-PLS), and importance performance map analysis (IPMA). To this end, our study underpinned the application and extension of TAM in …

Deepfakes Generated By Generative Adversarial Networks, Olympia A. Paul

Honors College Theses

Deep learning is a type of Artificial Intelligence (AI) that mimics the workings of the human brain in processing data such as speech recognition, visual object recognition, object detection, language translation, and making decisions. A Generative adversarial network (GAN) is a special type of deep learning, designed by Goodfellow et al. (2014), which is what we call convolution neural networks (CNN). How a GAN works is that when given a training set, they can generate new data with the same information as the training set, and this is often what we refer to as deep fakes. CNN takes an input …

Entitled To Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?, Farhana Nusrat, Yanliu Huang

Association of Marketing Theory and Practice Proceedings 2021

The adoption of self-service technologies (SST) has been rising over the last few years, and among different SSTs, self-checkout systems are one of the most popular options. In this study, we examine how self-checkout service impacts customers’ shopping outcomes compared to regular checkout service. We propose that self-checkout (vs. regular checkout) systems, would make customers feel less rewarded and less satisfied with their purchases. We conducted four studies to test our hypotheses and showed that self-checkout (vs. regular checkout) service makes customers feel less rewarded, less satisfied with their shopping outcomes, and less likely to return to the store. We …

Techy, Classy, And Social: Electric Vehicles And Brand Communication On Twitter, Marilena Olguta (Olga) Vilceanu, Kailey Bertelson, Rhianna Davis

Association of Marketing Theory and Practice Proceedings 2020

This study explored brand communication and audience engagement metrics for automakers selling electrified vehicle models in the U.S. The dataset included all Twitter communication from 27 major brand accounts during a one-year period (July 2018 through June 2019). Data analysis focused on communication volume, explicit saturation, and discourse clustering around key themes and variables. The study found abysmal amounts of EV-category explicit terminology for all brands, particularly so for U.S. accounts. Audience engagement was stronger for brands that pulled EVs into the lifestyle of their targets, than for brands pushing normative messages about environmental concerns.

Investigating The Influence Of A Web Based Logistics Tool On The Effectiveness Of Operations For The Center Of Innovation For Logistics Of Georgia, David Vaughn

Honors College Theses

Research suggests a correlation between advancements in logistics infrastructure and the development rate of regional economies. Some states have identified this correlation and have taken steps to create specialized entities aimed at catalyzing the growth of logistics within their state. In the state of Georgia, the Center of Innovation for Logistics is the entity responsible for coordinating logistic development activities. As part of their responsibilities, they are tasked with fulfilling information requests regarding logistics infrastructure availability throughout the state. However, the system is used to process these requests is antiquated and extremely inefficient. In an attempt to ameliorate this process, …

The Role Of Gender In Workplace Exhaustion: Female Perceptions Of Stress In The Technology Workplace, Madison C. Wills

Honors College Theses

As the role of the information technology professional expands, an increasing amount of technology employees are experiencing workplace exhaustion. Adding to that stress, women face other obstacles as minorities in the field. This project identifies characteristics of how gender influences perceived stress and exhaustion in the technology workplace. Through the use of statistics and spreadsheets, this study analyzes survey data regarding information technology professional job perceptions. Expanding upon previous research on this data set, this study adds the element of gender. It was discovered that men were more likely to experience stressors such as role conflict, role ambiguity, and a …

Computing The Role That Women Hold In The Technology And Computing Fields, Rachel L F Mccombs

Electronic Theses and Dissertations

This research was conducted as a thesis project to study what roles women have played in information technology over time, how those roles have changed over time, and what caused those roles to change. It was also to study how personal life experiences may have affected their roles and careers in the technology field. Influential women in IT of the past were studied and compared to determine any common factors between them.

Cryptocurrency Fraud: A Look Into The Frontier Of Fraud, Stafford C. Baum

Honors College Theses

This research project was conducted to look into what sort of frauds can be committed to steal unsuspecting investors’ cryptocurrencies. The inspiration for this research came in the form of the fact that millions of dollars are lost to cryptocurrency fraud each day, and many of these frauds are successful due to the public’s naivete towards the dangers of investing in cryptocurrencies. After researching many different cryptocurrency fraud cases, the frauds could be categorized into four major categories. These categories include Ponzi schemes, fake initial coin offering schemes, pump and dump schemes as well as cryptocurrency theft.

Custom Windows Patching Methodology - Comparative Analysis, Brent Michael Henderson

Electronic Theses and Dissertations

Windows Server Update Services has been a common mainstay among organizations with a heavy footprint of Windows operating systems since it was originally released as Software Update Services in 2002. While the product has grown in scope, the primary allure remains the same: WSUS offers organizations greater control over the patches that are released to their environment and saves bandwidth by allowing a centralized device to download and offer patches to internal clients rather than having each of those clients download the content they require from the Internet. Unfortunately, the product has a structural limitation in that it lacks the …

Examining And Exposing The Darknet, Ton H. Don

Electronic Theses and Dissertations

This thesis consists of two studies; the first study is “Diving into the Darknet” and the second is “Exposing the Darknet on Mobile Devices”. The Darknet is a network of hidden sites and services which are built based on anonymity. In “Diving into the Darknet”, we applied different data science methods to establish the relationships between the data in the data set. This data set has information related to seller, drug types, and transactions. Additionally, we used Tableau to visualize the data set. For the second study, we took a digital forensics perspective of the Darknet. Orfox and Orbot, a …

The Landwarnet School, The Army Learning Model, And Appreciative Inquiry: How Is A Centralized Training Organization Improved By Introducing Decentralization?, Lisa Jayne Stamper

Electronic Theses and Dissertations

This exploratory, qualitative case study describes how a centralized training organization (LandWarNet School) was improved by introducing decentralization (Army Learning Model) toward “the best competitive position” or "sweet spot," defined by Brafman and Beckstrom (2006) as “enough decentralization for creativity, but sufficient structure and controls to ensure consistency” (pp. 189, 191). Any presence of the six chaordic elements of a decentralized organization, as described by Hock (1999), was also considered.

LandWarNet School (LWNS) trains approximately 6000 US Army Soldiers annually and is centrally organized. The new Army Learning Model (ALM) is a vision for a more decentralized training approach where …

A Federated Architecture For Heuristics Packet Filtering In Cloud Networks, Ibrahim M. Waziri Jr

Electronic Theses and Dissertations

The rapid expansion in networking has provided tremendous opportunities to access an unparalleled amount of information. Everyone connects to a network to gain access and to share this information. However when someone connects to a public network, his private network and information becomes vulnerable to hackers and all kinds of security threats. Today, all networks needs to be secured, and one of the best security policies is firewall implementation.

Firewalls can be hardware or cloud based. Hardware based firewalls offer the advantage of faster response time, whereas cloud based firewalls are more flexible. In reality the best form of firewall …

Investigating Nitrogen Pollution In The Canoochee River, Evans County, Georgia, Chandra Marie Pitt Brown

Legacy ETDs

No abstract provided.

The Development Of A Safety Self-Assessment Tool For The Printing Industry, John Lawrence Grahek

Legacy ETDs

No abstract provided.

Telecommunications And Economic Growth In The Former Ussr, Gregory J. Brock, Ewan Sutherland

Finance and Economics Faculty Publications

Analyzes the impact of the telecommunications sector on Soviet economic growth using Granger and Sims causality tests.

A Study To Determine Selected Industry's Perception In The Savannah Metropolitan Statistical Area Regarding The Competencies Required Of Baccalaureate Industrial Technology Graduates In The Year 1998, Cary Alan Van Sickle

Legacy ETDs

No abstract provided.

Bar Coding And The Construction Industry In Georgia And Alabama, Herbert Marion Barber Jr.

Legacy ETDs

Effective construction project management relies on data that can be processed into information (Bernold, 1990). Therefore, information on the construction project plays a key role in construction project management (Abudayyeh, 1991). Consequently, information management on the construction project is vital to the success of the construction project (Rasdorf, 1990). Bar coding is one option that can be used in the construction industry as an effective means of managing information (Stukhart, 1987).

The retail and manufacturing industries have used bar coding technology for several years to manage information (Bell, 1988) although the use of bar coding technology to manage information in …

A Model For Comparative Analysis Of Business Community Expectations Of Printing Companies And Printer Perceptions Of Those Expectations, Kevin Lloyd Hudson

Legacy ETDs

The problem of this study was to compare the Statesboro, Georgia business community's expectations of printing companies to the expectations printers perceive the businesses have. All of the local printers, and a sample of the local Chamber of Commerce corporate members (non-printers) were given identical survey forms which measured their expectations and perceptions. The forms were hand-delivered, picked-up the next day and tabulated to put the data in graphical form. A comparison of the two groups revealed some agreement and some disagreement in expectations and perceptions. After completing the study, it was determined that the research method is valid and …

The Impact Of Desktop Color Imaging On Prepress Personnel Skills, Iva Elaine Fowke

Legacy ETDs

No abstract provided.

A Computer Integrated Manufacturing Major For Georgia Southern College School Of Technology, Robert James Christensen

Legacy ETDs

No abstract provided.

The Status Of And Need For Robotic Applications In The Aerospace Industry, Walter F. Dimmick

Legacy ETDs

No abstract provided.