The Study Of Factors Influencing The Commercialization Of Startup Ideas, Ebadallah Yarmoradian, Zahra Saffari, Mahdi Maskani

AMTP Proceedings 2025

Commercialization of startups transforms innovative ideas into marketable products or services, addressing challenges like business model design, target market identification, investment attraction, and resource management. This study examines these challenges and highlights differences between product and service commercialization. Leveraging social and digital technologies, the research emphasizes improving communication networks, customer engagement, and process efficiency. It also explores modern technology's role in supporting nonprofit organizations and NGOs. Key findings underline the importance of technology-driven marketing, intelligent financial management, and robust communication networks. This paper offers practical recommendations for startups and nonprofits to tackle commercialization challenges effectively.

Exploring The Drivers Of Customers’ Willingness To Accept Chatbot Intervention In Service Recovery, Wen-Hai Chih, Kai-Yu Wang, Hope W. Banda

AMTP Proceedings 2025

This study investigates the factors influencing customers' acceptance of chatbot intervention in service recovery. Drawing on the realism maximization theory (RMT) and the service robot acceptance model (SRAM), we examine the effects of chatbot message warmth and relevance on service recovery outcomes. Our findings, based on data from 319 participants, reveal that message warmth and message relevance reduce uniqueness neglect, which in turn increases perceived chatbot artificiality and reduces perceived chatbot rapport and perceived chatbot intelligence. Perceived chatbot rapport and perceived chatbot intelligence, in turn, positively impact customers' willingness to accept chatbot intervention. The mediating roles of uniqueness neglect, perceived …

Demystifying Proactive Customer Helpers: Where Do We Find Them?, Estelle Van Tonder, Sam Fullerton

AMTP Proceedings 2025

Amid the growing interest in proactive customer helpers, extant research offers surprisingly little guidance on where to find them. Of interest to this study are proactive helpers taking personal initiative in assisting other customers to avoid harmful brands. Guided by the attitude-behavior phenomenon, selected attitudes and behaviors were examined among 347 customers in the United States using survey research. Latent profile analysis aided in obtaining further clarification regarding the profile characteristics of customers who proactively assist other customers with their brand avoidance behaviors in an anti-consumption context. These profile characteristics are useful, as they provide strategic direction on where to …

“Do I Stand On My Own” Or “Are We All In This Together”? The Effect Of Collectivist Marketing Messages During Challenging Times Like Pandemic, Milad Hour, Golshad Parsimoghadam

AMTP Proceedings 2025

During the pandemic, as people dealt with fatalities, lockdowns, and the psychological impact of reduced social interactions, some marketing messages still captured significant public attention. What was the key element contributing to the success of these communications during such challenging times? This study focuses on the role of collectivism as a stress-coping mechanism included within marketing communications. Analyzing approximately 56,000 brand-generated posts on Platform X, the research examines how the use of collectivist language (e.g., we, us, etc.) relates to message likability, particularly as the pandemic nears its peak. The findings reveal that collectivist terms are positively associated with the …

Integrating Consumer Behavior Theories: Understanding Modern Consumer Decision-Making, Khusbu Rahman

AMTP Proceedings 2025

This paper synthesizes recent consumer behavior research published in the Journal of Consumer Research between 2020-2024, addressing a significant gap in the consistent application of established theories across different contexts. The study examines key theoretical frameworks, including the Theory of Planned Behavior and the Stimulus-Organism-Response model, and their application in understanding modern consumer decision-making. Through a systematic literature review of 105 articles, the research highlights the complex interplay between rational and emotional factors in consumer behavior, the importance of psychological comfort and attachment in product relationships, and the role of framing and context in decision-making. The findings emphasize the need …

Fueling The Ideal: The Role Of Energy Drink Marketing In Shaping Body Image On Instagram, Kimberly Flanders, Laurie Lawrence, Natalya Vodopyanova, Darlene Natale

AMTP Proceedings 2025

Energy drink sales in the United States have experienced tremendous growth over the past several decades with projections for continued growth, making effective marketing strategies increasingly important for industry players. Central to these strategies is building brand awareness and targeting the right consumer demographic, particularly young adults aged 18-34, who make up the largest group of energy drink consumers. This demographic is heavily influenced by media portrayals of fitness and success. Red Bull and Monster, two of the leading brands, are dominant in brand awareness, with significant influence through social media platforms like Instagram. This research examines Instagram posts from …

The Influence Of Consumer Dispositions In Cross-Cultural Consumer Behavior: The Mediating Roles Of Cosmopolitanism, Affinity, Ethnocentrism, And Animosity, Md Abrar Fahad Khan, Attila Yaprak, Andrew Byungwook Chung

AMTP Proceedings 2025

This paper investigates how socio-demographic factors, cultural variables, and attitudes interact with positive and negative consumer dispositions—cosmopolitanism, affinity, ethnocentrism, and animosity—to influence pre-purchase, purchase, and post-purchase behaviors. Anchored in five key theories—attitude theory, laddering theory, social identity theory, self-identity theory, and identity theory—the study highlights the mediating roles of these dispositions in cross-cultural consumer behavior. Positive dispositions such as cosmopolitanism and affinity foster openness to foreign brands, while negative dispositions like ethnocentrism and animosity deter purchases of foreign products. This integrated framework offers a comprehensive understanding of consumer behavior by bridging socio-demographics, cultural influences, and psychological dispositions. The study contributes …

Exploring The Effects Of Strategic Orientation Combinations: The Moderating Role Of Industry Context, Mohammad Elayyan, Zonghui Li, Douglas Johansen, Caitlin Sockbeson, John Shaw

AMTP Proceedings 2025

Prior studies have explored the effect of market orientation and entrepreneurial orientation on firm performance separately. However, when making strategic decisions, firms often integrate marketing activities and entrepreneurial initiatives, which indicate various combinations of strategic orientation. This study employs an integrated perspective to examine the impact of various market and entrepreneurial orientation combinations on firm performance. In addition, it argues that the impact of strategic orientation on firm performance is contingent upon industry context. Using a sample of 182 manufacturing firms listed on the S&P 500, this study explores the joint effects of strategic orientation combinations (i.e., market orientation, entrepreneurial …

Applying Moral Foundations Theory To Examine Consumer Vulnerability: Evidence From Cash App, Atanas Nixon, Jiyoon An

AMTP Proceedings 2025

This study investigates how consumers' moral emotions can improve our understanding of their vulnerability in financial services from the perspective of Transformative Service Research (TSR). The study uses the U.S. Consumer Financial Protection Bureau's archive of consumer complaints about Cash App, a peer-to-peer payment platform, as the empirical context. The Moral Foundation Theory, which includes five dimensions of moral concerns (care/harm, fairness/cheating, loyalty/betrayal, authority/subversion, and purity/degradation), was applied to assess consumer vulnerability. Two analyses were conducted: spatial and discourse analyses. Whereas spatial analysis was used to examine aggregated levels of moral emotions across different states, discourse analysis was conducted on …

Staff Council Minutes, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Staff Council Agenda, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Staff Council Agenda, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Staff Council Minutes, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Fresh Looks, Familiar Voices: Balancing Conformity And Differentiation In Young Adult Literature Market, Nami Kim, Jiyoon An

AMTP Proceedings 2025

This study examines optimal distinctiveness strategies in the Young Adult (YA) literature market, analyzing bestseller data across visual representation, author concentration, content diversification, and linguistic evolution. Results reveal increasing visual differentiation in book covers, growing reliance on established authors, gradual expansion of content diversity, and linguistic convergence in book descriptions. These findings demonstrate how publishers dynamically adjust various product aspects to achieve optimal distinctiveness, extending optimal distinctiveness theory to brand-level strategies in cultural industries.

Staff Council Minutes, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Staff Council Agenda, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Effect Of The Development Of Social Networks On Expansion Of Social Entrepreneurship: Moderating Role Of Digital Technology Infrastructure And Social Norms, Mahdi Maskani, Reza Mohammadkazemi, Fargol Saberi Qomi

AMTP Proceedings 2025

In today's era, social networks, which are an effective tool in promoting ideas and innovations, have met with global acceptance and popularity. The communication that is formed between people in society through them can be the basis for ideas and opportunities for social entrepreneurship and voluntary social activities, and it is expected that this global platform will be the basis for the expansion of social entrepreneurship. The study aimed to examine the effect of the development of social networks on the expansion of social entrepreneurship by explaining the moderating role of digital technology infrastructure and social norms. The findings revealed …

Insider Threat Agent: A Behavioral Based Zero Trust Access Control Using Machine Learning Agent, Michael Fojude

College of Graduate Studies: Theses & Dissertations

Hybrid work, cloud adoption, and freely available AI‑enabled attack tools have exposed critical weaknesses in perimeter‑centric security. Current breach reports attribute more than one‑third of incidents to insider misuse or credential compromise, yet many organizations still depend on static Role‑ or Attribute‑Based Access Control that neither verifies intent continuously nor adapts to subtle behavioral change. This research addresses that gap by designing and validating a behavioral based Zero Trust Access Control (ZTAC) Agent. A five‑year enterprise log Dataset was extracted and cleansed to establish a high‑fidelity baseline of normal user behavior. Feature engineering captured temporal regularity (login sequence, session duration), …

Eagle Accountant - 2025, Georgia Southern University

Eagle Accountant

• Accounting Advisory Council
• Accreditation & Rankings
• Eagles on Pennsylvania Avenue
• Students Tackle CPA Pipeline Crisis with “DAD Day” Initiative
• Cover Story: The Mooneys: Rooted in Purpose
• Guest Speakers as a Career Path Initiative
• Fraud Story: The Price of Desperation
• Learning Through Debate
• NASBA Annual Meeting
• Accounting Quiz Bowl
• Faculty Research Spotlight 
• Undergraduate Spotlight
• Graduate Spotlight
• Student Organizations & Activities 
• Faculty Awards, Service, & Publications 
• Alumni Notes & Obituaries 

Staff Council Minutes, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Staff Council Agenda, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Comments From The Editors, Tulay Girard, Brian Whelan

Journal of Applied Marketing Theory

Comments from the Editors

Advancing Theory In Psychographic Market Segmentation Research, Jack A. Lesser, Suanne M. Barthol

Journal of Applied Marketing Theory

For decades, marketing research has focused on identifying psychographic segments to develop corporate strategy. However, as this article contends, psychographic segmentation research has often lacked sufficient theoretical grounding, particularly in the selection of variables and underlying theories guiding these studies. To address this gap, the present study systematically reviews a broad range of segmentation studies to evaluate their theoretical contributions and identify promising directions for future research. The analysis begins by examining the theories in a comprehensive psychographic segmentation study by Lesser and Hughes (1986a), followed by a review of 38 additional studies to uncover relevant underlying theories. The study …

The Yin And Yang Of Decision Making: Strategic Planning And Improvisation In An Entrepreneurial Culture, Anton Fenik, Ernest R. Cadotte, Helena F. Allman

Journal of Applied Marketing Theory

Only a few empirical studies examine the influence of organizational improvisation on firm performance. Further, more insight is needed regarding the coexistence of normative (i.e., planned) and descriptive (i.e., improvised) forms of decision-making. This paper contributes to the literature by filling these gaps. It investigates the moderating effect of entrepreneurial behaviors on the relationship between improvisation and firm performance. It explores whether improvisational decision-making can improve firm performance beyond planning’s effect on firm outcomes. We employ decision theory and sensemaking literature in our conceptual model. We test our hypotheses with data from a cross-sectional managerial survey and a behavioral simulation …

A Comparative Analysis Of Passenger Demand For Two Airport Hubs In The United States, Selcuk Ertekin, Fassil Fanta

Journal of Applied Marketing Theory

This paper studies the passenger demand for two airport hubs in the United States using econometric time-series modeling. By focusing on the traditional determinants of demand (national income and price), this paper compares the econometric dynamics of passenger demand for a large and a small airport hub. We found that there is a sustained relationship between income, price, and revenue passenger miles over time. We also found that a shock in GDP causes a disruption that has a lasting impact on passenger demand.

Trust And Reliability Of Information Sources On Facebook For Presidential Candidates: A Study Of Voter Perceptions, Kristina Harrison, Shawn Thelen, Boonghee Yoo

Journal of Applied Marketing Theory

This exploratory research, utilizing both open-ended and likert-type questions, identifies who voters trust on Facebook for information about Presidential candidates as well as the benefits of using Facebook for obtaining this information. In line with Social Identity Theory, results indicate that some sources, especially those that are respected/intimate are far more trusted than others, e.g., local media, national media, and celebrities. Findings indicate that voters, drawn from a national online sample, enjoy the social aspects of connecting with like-minded individuals, use it to source information about candidates, find the platform convenient, but express some concerns over the reliability of information …

Understanding Global Street Food Consumer Behavior And Experience: A Narrative Review Of Literature And Development Of Framework, Samit Chakravorti

Journal of Applied Marketing Theory

This paper explores global street food consumer behavior and consumption experience. The aim of this paper is to gain a holistic comprehension of street food consumption decision making and experience through exploring nature and sources of perceptions, attitude and expectations surrounding street food, the characteristics of the product offering and the domain within which it is served and consumed. To achieve this aim the author engages in a narrative review of academic research on consumer behavior of street food, provides a holistic picture of consumption experience of street food through consolidating and interpreting research findings, and extends the theoretical understanding …

Measuring Social Influence In Online Social Networks - Focused Literature Review On Human Behaviors, Shyamala N. Chalakudi, Gnana Bharathy, Dildar Hussain, Dakshinamurthy Kolluru

Journal of Applied Marketing Theory

Measuring an individual's social influence (SI) capability is gaining traction with the rapid growth and expansive reach of online social networks (OSN). However, most existing frameworks and methods are confined to graphical theories or the structural properties of these networks. Even behavioral investigations are often limited to a narrow set of influencing behaviors and confront significant challenges in encompassing the breadth of human psychological characteristics. This study aims to address this gap through an exhaustive and focused literature review, concentrating on the definitions of human behavior characteristics rooted in established sociology and psychology theories. Beyond providing a comprehensive overview, the …

Staff Council Minutes, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Staff Council Agenda, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.