Business Commons^™

Enhancing The Fan Experience In The Sport Industry, Christ Croft, Dennis Phillips, Brian Crow

AMTP Proceedings 2018

Much attention has been given lately to the term “fan experience”, often in the context of improved Wi-Fi connectivity, larger video boards, game-day smartphone apps, and entertainment during every stoppage of play (Muret, 2014; Kaplan, 2014). What is often overlooked in this focus on technology is the human element; namely, how game-day staff and team personnel interact with guests. These interactions can include security checkpoints, providing accurate information, crowd management, parking control, access control, and all other guest touchpoints. When staff members work in a culture of service, these guest interactions will reflect positively on your venue.

Gap Analysis For Student Attendance At Collegiate Athletic Events: A Demonstration Project Update, Michael Latta, Mark Mitchell

AMTP Proceedings 2018

The day after winning the 2016 NCAA College World Series, Coastal Carolina moved from the Big South Conference to the Sun Belt Conference. This move required a ‘step-up transition’ in Football from Football Championship Series (FCS) to Football Bowl Series (FBS) competition. This transition will require increased investment in student scholarships, facilities, and travel. And, the University must increase its average paid attendance for home football games by 50% more than its former stadium capacity. Researchers in the business school updated an earlier study of student attendance at collegiate athletic events in order to provide value-added and impactful information to …

Sports Marketing Field Trips: Student Expectations, Perceived Benefits, And Proactivity, Sam Fullerton, Tammy Mccullough, Robert Twells

AMTP Proceedings 2018

A sample of 191 sports marketing students responded to a survey that focused on issues germane to attending sports marketing field trips. The results indicate that there is an understanding that these types of events are important to those seeking a career in the sports marketing industry. This study examines expectations on the part of two segments: students who attended at least one event and students who attended none of the five field trips scheduled for the 2016-17 academic year. The results indicate that the primary reason students did not attend is a scheduling conflict. It also delineates the benefits …

Virtual Reality, A New Channel In Sports Consumption, Ania Izabela Rynarzewska, Steven Mcclung

AMTP Proceedings 2018

The purpose of this study is (1) to determine factors that affect virtual reality adoption by sports fans, and (2) to evaluate consumer expectations related to the introduction of virtual reality. Based on the Technology Acceptance Model, modified for the purpose of this study, it was predicted that sports related information consumption via different media will affect consumer expectations of sports related information accessibility after adoption. Further, attitudes toward virtual reality were predicted to positively affect the likelihood of adoption. Results suggest that attitude toward virtual reality, frequency of sports related information consumption, and expected improvements to information consumption after …

A Preliminary Model Reflecting The Potential Contributions Shared By The Four Parties Within The Realm Of Sports Sponsorship, Carol L. Bruneau, Sam Fullerton

AMTP Proceedings 2018

Sports sponsorships have become an increasingly large investment for many organizations. IEG (citation) has forecast that in 2017, total global sponsorship spending will be approximately $62.8 billion, up 4.2% from 2016 expenditures. Close to 70%, or almost $44 billion, of total sponsorship spending will be directed towards the sponsoring of sports events, leagues, teams and individual sports personalities. And the bulk of these investments will be implemented by marketers such as McDonald’s and Coca-Cola in efforts to create a sports overlay so as to increase demand for nonsports products. Who benefits from this outpouring of money by companies? Of course, …

Comic Relief: The Impact Of Humorous Response In Service Recovery On Brand Perceptions, Lindsay R.L. Larson, Hyunju Shin

AMTP Proceedings 2018

While the use of humor appeals has been long researched in the area of advertisement, its role in service recovery is all but non-existent. Using humor during a time of service failure could help a firm diffuse tension with the surprise of eliciting a laugh; however it could also backfire and be perceived as inappropriate. The current study investigates the potential for humor to be utilized in responding to a service failure scenario, and the moderating role of individual differences in need for humor. In a scenario-based experiment, 183 participants were exposed to either a humorous or non-humorous email from …

Eagle Executive Magazine, Georgia Southern University

College of Business: News & Publications

• College news
• Department news
• City center news
• Graduate programs
• Alumni news
• Annual report
• Development news

Eagle Executive Magazine, Georgia Southern University

College of Business: News & Publications

• College News
• Department News
• City Campus News
• Graduate Programs
• Alumni News
• Development News

Contribution Of Physical Internet Containers To Mitigate The Risk Of Cargo Theft, Yanyan Yang, Eric Ballot, Miguel Gaston Cedillo-Campos

15th IMHRC Proceedings (Savannah, Georgia. USA – 2018)

Different from current dedicated goods distribution solutions, the goods in the Physical Internet are encapsulated in modular dimensioned standard easy-to-interlock smart containers in an open interconnected logistic system. This paper aims to study the performance of the application of this cross-chain innovative packaging solution, especially its potential against cargo theft risks. To attain this, both qualitative and quantitative studies are carried out. With a scenario-based cost-justification model, different case studies are examined. Results suggest that through the modularity and standardization, the application of Physical Internet Containers will significantly improve the logistics performance and reduce cargo theft risks.

A Framework For Modeling Material Handling With Decentralized Control, Kai Furmans, Kevin R. Gue

15th IMHRC Proceedings (Savannah, Georgia. USA – 2018)

Despite decades of research in material handling, the academic community still has no accepted way of describing material handling requirements in a way that machines and algorithms can process them. Such a “way of describing” requires a language with which to describe requirements, objects, relationships between objects, and so on. We propose a modeling framework that differs from existing research in two ways: First, we address material handling modeling from the bottom up rather than from the top down, meaning we define a set of elementary functions and then combine them into processes and more complex relationships that allow us …

Pull-Driven Order Fulfillment In Distribution Centers, Dima Nazzal, Shankar Shanmugasundaram, Sung Kim, Russell D. Meller

15th IMHRC Proceedings (Savannah, Georgia. USA – 2018)

One of the challenges facing e-commerce fulfillment is the rigidity of the wave management system that often dictates a fixed batch size that must be processed before the next wave of orders is released. As a result, operation managers usually push multiple waves, which lead to accumulation at bottleneck resources, and poor synchronization at sortation engines. We demonstrate the power of operating an order fulfillment engine using the “pull” paradigm. We hypothesize that a pull-driven order fulfillment can meet the same throughput requirements achieved by the push-driven wave-based order fulfillment, but with higher speed, higher service levels, more level resource …

A Motion Capture System Framework For The Study Of Human Manufacturing Repetitive Motions, Francis Mendez, David Wierschem, Jesus Jimenez

15th IMHRC Proceedings (Savannah, Georgia. USA – 2018)

Our research proposes a framework to obtain and analyze real time data concerning the dynamic and natural motion of individuals in manufacturing-like processes that involve human labor. The framework that we propose consists of five main components: a tracking system, a system of sensors, a processor that collects time series data, data processing and discovery module, and an alert or reporting component. Using motion capture cameras, data is collected on a variety of human subjects performing simulated labor-intensive manufacturing operations. This data is analyzed for identification of actual and optimal activity motions. This project has significant potential impact for contribution …

Digital Design Of Intralogistics Systems: Flexible And Agile Solution To Short-Cyclic Fluctuations, Anike Murrenhoff, Christoph Pott, Moritz Wernecke, Philipp-Akira Burger

15th IMHRC Proceedings (Savannah, Georgia. USA – 2018)

In times of fast-paced, fluctuating and individual markets, intralogistics systems, such as warehouses, have to adapt to the resulting volatile performance demands dynamically. Hybrid systems, in which humans and machines work together efficiently and communicate in socio-technical networks, can be the answer to manage these high-frequency markets. Hybrid systems of the future need to adapt frequently and permanent change becomes the “new normal”. A one-time planning of warehousing systems upon first installation becomes obsolete. This results in the question of how to design and implement processes for future logistics systems in an agile way in order to exploit the flexibility …

Home Inventory Management And Last-Mile Logistics, Bhagyalakshmi V. Shrikrishna, Bharat Kulkarni, Michael G. Kay

15th IMHRC Proceedings (Savannah, Georgia. USA – 2018)

A study of the functioning of last-mile logistics in home inventory management is described. Different patterns of the household consumptions are studied and assumed in the interim. These consumption patterns then form the automatic grocery ordering system leading to what we would refer as a “home inventory management system.” In the futuristic world. This paper focuses on the impact of driverless delivery vehicles and drone delivery to satisfy the demand of the customers in a future scenario where orders are placed automatically by a home inventory management system.

Digital Forensic Tools & Cloud-Based Machine Learning For Analyzing Crime Data, Majeed Kayode Raji

College of Graduate Studies: Theses & Dissertations

Digital forensics is a branch of forensic science in which we can recreate past events using forensic tools for legal measure. Also, the increase in the availability of mobile devices has led to their use in criminal activities. Moreover, the rate at which data is being generated has been on the increase which has led to big data problems. With cloud computing, data can now be stored, processed and analyzed as they are generated. This thesis documents consists of three studies related to data analysis. The first study involves analyzing data from an android smartphone while making a comparison between …

Perceived Costs And Benefits Of Being A Resident In A Tourism Destination Location, Michael Musante

AMTP Proceedings 2018

Destination marketing is a form of tourism marketing that promotes a region or an event in order to increase the number of visitors. The underlying goal behind the efforts is the prospect of economic gains for the region. Destination marketing organizations such as tourism boards are taking on a more prominent role as they seek to promote a region as a vacation area, or more narrowly, promote a festival or special event.

While new guests to a region can result in increased employment opportunities and generate revenues for businesses, the influx of visitors can also lead to negative consequences. Within …

The Role Of Consumer Self-Concept, Gary R. Holmes, Clinton Amos, Lixuan Zhang

AMTP Proceedings 2018

The growing shift to niche strategies has created a need for context specific research to address issues faced by today’s marketing manager and to determine whether longstanding consumer self-concept issues are pertinent in niche markets. Regarding the context of retailing and the ability of retailers to serve the desires of individual self-identities, streams of research regarding consumer self-concept, store image, service quality, loyalty, and share of wallet have been prominent in research. However, to the best of our knowledge, these concepts have not been concurrently empirically examined in a niche market context. This study addresses this gap by examining the …

The Impact Of Gender And Agentic-Communal Orientations On Consumer Skepticism About Corporate Social Responsibility, Kevin P. Newman, Rebecca K. Trump

AMTP Proceedings 2018

Companies are increasingly emphasizing corporate social responsibility (CSR). However, consumers are often skeptical of the sincerity of companies’ CSR claims, particularly when the claim comes directly from the company. This research examines how the gender and genderrelated characteristics of a company’s spokesperson can alleviate CSR skepticism. Study 1 finds that consumers are less skeptical of a company’s CSR claim when it is made by a female (vs. male) spokesperson. Study 2 expands on this by finding that female consumers are less skeptical of a company’s CSR efforts when they are promoted by a communal spokesperson. In contrast, male consumers are …

Understanding A Mechanism To Enhance Perceived Quality And Brand Loyalty In Social Media: The Role Of Personalizatio, Tyler Shanahan, Trang P. Tran

AMTP Proceedings 2018

A growing number of researchers have examined the effects of personalized advertising in traditional media, but little has been developed to examine the effects of a personalized ad of a brand on social media (i.e., Facebook). The primary objectives of this research are (1) to develop a comprehensive model detailing the role personalization plays in the development of consumer perception about a specific brand; (2) test the hypothesized relationships via online survey and (3) understand the effects of personalized messages as it relates to consumer purchasing behaviours related to a particular brand. The model is tested using data collected from …

Beyond Higher Ed Marketing: Unsanctioned User Generated Conten, Jordan Salvador, Lindsay R.L. Larson

AMTP Proceedings 2018

The impact of User Generated Content (UGC) on higher-education marketing is an entirely untouched area of marketing research, therefore the current study aims to better understand how widely disseminated this content is among students, how they perceive this content and its impact upon their university, as well as what kinds of students are drawn to participate in and consume this content. A sample of 238 university students at a large public institution were surveyed regarding their engagement with UGC content associated with their school, the reasons for their interest in this content, and the ways in which it may effect …

Indoor Sport Facility Feasibility Study: Assessment, Value And Demand, Mark Lyberger, Laurence M. Mccarthy, Brian H. Yim

AMTP Proceedings 2018

A sport management organization proposed to build an indoor sport facility in a town close to a major urban area. The potential investors and stakeholders required that a feasibility study be conducted before an investment decision was made. The study examined the proposed facility through a traditional economic feasibility study and a market analysis to understand the market, possible future market demands, and potential growth opportunities. Included in the study are the key components and data analysis which led to a positive investment report.

Taking Flight – November 2017, Georgia Southern University

College of Business: News & Publications

• Message From the Dean
• Alumni Spotlight – Bryan Saxton
• BB&T Emerging Leaders
• Tifton Alumni & Friends Cheer on Eagles Together
• Finance Association Hosts Managing Director of Invesco & Staff Director of the Federal Reserve Bank – Atlanta
• Southern Investment Association Attends 1906 Gala
• Students Learn Business Etiquette on the Golf Course
• 11 Annual Southeast Georgia Community Bank Symposium
• Dean’s Advisory Board/Young Alumni Board Fall Meetings
• Become a Mentor to Our Business Students
• Be A Hero for the College of Business
• Second Annual Veteran’s Day Ceremony
• BIG Café
• The Economic Development Administration Selects Georgia Southern to Run a University Center

Taking Flight – October 2017, Georgia Southern University

College of Business: News & Publications

• Message From the Dean
• Alumni Spotlight – Zach Sines
• Second Annual Professional Development Day
• Become a Mentor to Our Business Students
• Georgia Southern University College of Business Included in Leading Business Schools of 2017
• College of Business Students Attend NMC Event
• IANA Case Competition
• BMW Holds On-Campus Career Info Session
• Totally Awesome, Totally 90s
• Georgia Southern Named One of the Most Affordable Online MBA Programs in the Country
• Be a College of Business Hero
• Fraud Investigation Career Day
• Students Participate in the 3 Day Startup Global Roundup Conference
• Veterans Business Outreach Center offers Ongoing Assistance to Military Members
• Small Business …

Online And In-Store Compulsive Buying Among Metrosexuals, And Other Male Consumers, Michael L. Thomas, Lindsay Levine, Luther Denton, Kathleen Gruben

Journal of Applied Marketing Theory

This paper presents an exploratory study of compulsive buying behavior among male, and specifically metrosexual consumers who represent significant purchasing power, but have yet to be studied in both online and in-store environments. This research has significant importance for public policy, consumer behavior and marketing. The literature has largely ignored specifically male compulsive shopping behavior, and particularly how this behavior manifests itself in different shopping environments and among different subsets of male consumers. Research was gathered via an online survey of 193 males with special attention paid to acquiring equal representation of both urban (potential metrosexuals) and rural consumers. The …

Supermarket Pricing Model Impact On Private Label Brands Versus National Brands Among Millennial Consumers, Jeff Hendrix

Journal of Applied Marketing Theory

Are national brands (NB) manufacturers at risk of losing sales to private label brands (PLB) in low quality variance categories, as the Millennial generation continues to outpace previous generational cohorts in absolute size and spending power? A quantitative examination of archival home scan panel data from over 100,000 U.S. households, investigated actual purchase data over a three-year period. Consumer metrics for Rice and Pasta category; trip conversion, buyer conversion, and loyalty served as dependent variables interacting with a multivariable grouping of independent variables; branding (NB vs. PLB), age cohort (Millennial vs. Generation X), and grocery pricing model format (Hi-Lo vs. …

The Role Of Cultural Traditions On Branding And Word-Of-Mouth: Keeping Mother’S Recipes Alive!, Sindy Chapa

Journal of Applied Marketing Theory

The purpose of this study was to explore the impact a cultural tradition has on a perceived-brand-relationship (PBR) and word-of-mouth (WOM) behavior in person and on social media. Based on the cognitive-motivational-related theory of emotions and the social identity theory, a model is proposed to explain the impact that a family tradition, such as cooking with selective products, has on Hispanic mothers. Using a research mixed-method approach, a construct was developed to measure attitudes toward cultural traditions. Further, an online survey was administered for hypotheses and model testing using SEM and Logistic Regression tests. The findings supported the proposed model …

Race Ethnicity And In-Store Mobile-Assisted Shopping In The Us, Kristine Johnson, Manuel C. Pontes

Journal of Applied Marketing Theory

Today, it is arguably important for retailers to incorporate digital technology as part of the in-store shopping experience. As such, this research examines specific elements of this process—the relationship between race, ethnicity, and consumer use of mobile coupons and digital barcodes to facilitate purchase decisions. Data were collected by telephone survey of a nationally representative sample of US adults. Results indicate minority (Non-White) adults are more likely than White adults to use their mobile phone in-store to purchase products with mobile coupons and to scan barcodes for product information. Individuals who use both social media and who own tablets or …

Taking Flight – September 2017, Georgia Southern University

College of Business: News & Publications

• Message From the Dean
• Alumni Spotlight – Michael Andrew (Andy) Johnson
• Georgia Southern College of Business Launches Mobile App
• Former Georgia Southern Kicker Blazes Path from South Korea to NFL
• College of Business Student Athlete Named ITA Scholar-Athlete
• Fraud Examination Certificate Now Offered
• Georgia Southern SHRM Hosts Amazon Recruiter
• Georgia Southern BAP Chapter Receives Superior Status
• GS Golf Business-Student Athletes Receive Honors
• Student Ambassador Receives Scholarship from Honor Society

The Near Future Of Marketing From The Consulting Perspective, Ronald E. Goldsmith, Luiz Moutinho

Journal of Applied Marketing Theory

How we see the future depends partly on our current perspective. A research-oriented visionary will detail what the future brings for researchers. A technology-oriented one describes the wonders of coming technologies. Marketing managers are likely concerned with future developments in their specific areas of responsibility (i.e., advertising and promotion, branding, or supply chain). Academics likely look for the hot new research topics. This article summarizes how several major consulting companies, e.g., McKinsey & Company, Strategy&, and Euromonitor International, view the near future on the premise that academic researchers often overlook such forecasts although they provide a unique perspective on what …

Reasons Why Small, Private Schools Should Start Football Programs, Ania Izabela Rynarzewska, Steven Mcclung

Journal of Applied Marketing Theory

College football programs are booming in popularity. College football benefits both fans and schools. Those benefits differ between small and large schools. This paper looked at reasons why small, private schools should start football program, Findings suggest a positive effect of fan identity, expectation of enjoyment and perceived importance of football to the school on intention to attend games and consume football related goods. Relationship between intentions to donate and enjoyment and importance were partially mediated by intentions to consume. Fan identity had no direct effect on intentions to donate. This study suggests that small-scale football programs can benefit students …