Business Commons^™

U.S. – China Strategic Rivalry: Decoupling From China Won’T Be Easy, Nader H. Shooshtari, Timothy A. Manuel, Shawn F. Clouse

AMTP Proceedings 2024

Given the increased rivalry between the two countries and growing hostilities over many issues the countries cannot reconcile. U.S. and China will continue the path of reducing their dependence on each other in critical industries though this would involve higher costs to both sides. Economic decoupling has the potential to significantly impact both counties. The scale of

investment by U.S. and other international firms in Chinese supply chain and distribution are so extensive, a wholesale relocation is not feasible. Many U.S. and Western companies are in China to compete for a share of the huge Chinese market. Divesting from China …

Consumer Attitude Toward Physician Practice Ownership: Propositions For Future Research, Gary Futrell

AMTP Proceedings 2024

Employed physicians now outnumber self-employed doctors, with approximately one-third of all U.S. physicians working for a hospital-owned or hospital-affiliated practice and many others employed at larger practices with 11 or more physicians. Consequently, the number of physicians working in small independent practices (those with 10 or fewer physicians) has dropped to nearly 15%. Management literature suggests that ownership of a firm can affect consumer attitudes. Specific to health care, significant research attention has been given to the implications of practice ownership from an operational, managerial, outcomes, and human resources perspective. However, little can be found to address the implications of …

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

AMTP 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, …

A Study On The Incentives And Barriers For The Adoption Of Electric Vehicles In South Alabama, Marianne Loes, Daniela Wolter Ferreira Touma, Jennifer C. Zoghby

AMTP Proceedings 2024

ABSTRACT

Through a series of public policy incentives and consumer demand, more electric vehicles are being sold nationwide than ever before. Although electric vehicles (EVs) are being adopted nationwide by many consumers in recent years, car-buyers across South Alabama have not followed the trend. This research considers different stakeholders in the complex consumer buying process of car purchases, and it uses the extant technology adoption models to assess the public policy incentives, as well as statewide roadblocks, to EV adoption.

Cookies And Calamari: Squid Game’S “Dalgona” And Cutting Shapes From Its Impact On Korean Product Purchase And Travel Intentions, Wei Wang, Patrick Tyson, Haeden Overby

AMTP Proceedings 2024

This study explores individuals’ perceptions and attitudes toward Korean popular (henceforth referenced as Kpop) culture. Additionally, this study also aims to assess the impact of Kpop culture on consumers’ Korean product purchase and travel behaviors. Self-construal theory and social identity theory – being applied at individual and collective levels, respectively – will be employed within a qualitative, semi-structured, and inductive approach, an arrangement based around the game of “Dalgona” as seen in the Squid Game Korean Drama (henceforth referenced as K-Dramas). Study data may lend itself to both expansion of theoretical understanding regarding the study model and progression of marketer …

Effects Of Uncertainty Avoidance On Film-Motivated Tourists' Perceptions Of Destination Image, Place Attachment, And Intentions, Patrick Tyson, Wei Wang

AMTP Proceedings 2024

In an attempt to increase understanding of such film-motivated traveler bases, this study will apply self-congruence, film, and culture factors within a touristic background. This background, coming from a cross-cultural analysis between the Brazilian and Japanese episodes from the Netflix docuseries Street Food, will allow for exploration and analysis of the following research question: How does uncertainty avoidance affect the relationship between film-motivated tourists’ perceptions of destination image, place attachment, and travel intentions?

Study purposes include 1) examining mediation effects of place attachment in relationship between self-congruity theory and travel behavioral intentions and 2) evaluating moderation effects of film …

Service Robots Effect On Branding And Consumers' Intentions Through Online Reviews, Haeden Overby, Wei Wang Ph.D, Banu Elmadag Ph.D.

AMTP Proceedings 2024

With an increase in technology, a number of consumers are having new interactions with technology they experience when staying in hotels. A social media content analysis was conducted of Google Reviews of a number of hotels with service robots deployed. Hotels from the United States and Japan were analyzed. Reviews were scraped using online software and analyzed. The first round was a sentiment analysis to see the perceptions of online reviews containing information about the service robots. The majority of online reviews featuring robots were positive, with an overwhelmingly positive response from online reviewers in the U.S. After the sentiment …

An Exploratory Study Of Marketing Students’ Perception Of Chatgpt: Thank You For Help! But I Am Also Worried, Kelly La Venture, Hyun Sang An, Wooyang Kim

AMTP Proceedings 2024

Generative Artificial Intelligence (GenAI), including tools like ChatGPT, is rapidly emerging as a pivotal force in various industries, especially in marketing. These GenAI tools, help marketers employ new capabilities and innovative approaches for ideating and executing marketing tasks. Despite its apparent usefulness, GenAI is often perceived as a double-edged tool. Its positive aspects, such as enhanced efficiency and effectiveness, are acclaimed in professional domains, while academic discussions often emphasize challenges like ethical usage and transparency. The purpose of this study is to explore marketing major students’ nuanced perceptions toward GenAI, exploring their views on its opportunities, threats, pros, and cons …

Generation Z'S Use Of User-Generated Content For Travel Advice, Emmie Kay Hudson

Honors College Theses

This research project examines Generation Z’s use of TikTok’s and YouTube’s user-generated content (UGC) for travel advice related to accommodation, activities, cuisine, and other tourist practices. As this generation ages and enters the consumer market, continued research is needed to implement marketing strategies with the most significant influence. This study will examine the younger generations' behaviors and help the tourism industry understand its rising target market in comparison to Generations X and Y. This study is conducted through a non-experimental systematic literature review of the subject. This research provides information from various sources on topics such as Generation Z, TikTok, …

What Corporate Factors Explain Variation In How Individuals Value Dei In The Beauty Industry?, Hannah Bolar

Honors College Theses

The beauty industry is known for its multi-billion dollar market, such as skincare, makeup, and haircare. As an employee in famous beauty stores, Ulta and Sephora, over the last five years, a bigger discussion has been brought to the table, being Diversity, Equity, and Inclusion (DEI) . The scope of my study is to shed light and address what factors beauty industry corporations factor in and how customers view and value DEI in the beauty industry; in which my methods of surveying and focus groups support my claim that internal and external factors do play a role. My results found …

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

College of Graduate Studies: Theses & 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 …

Eagle Accountant - 2024, Georgia Southern University

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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.

Bitcoin As A Legal Tender: The Case Of El Salvador, Ariela Samour

Honors College Theses

On September 7, 2021, President Nayib Bukele made Bitcoin a legal tender in El Salvador. This action cemented El Salvador as the first country in the world to make cryptocurrency a legal medium of exchange. As a new legal currency, Bitcoin could be used in any transaction, from purchasing a cup of coffee to paying taxes inside the country. This paper discusses the background of the decision to make Bitcoin a legal tender in El Salvador and addresses how it affects socio-economic problems. Finally, the study administered a survey to more than 300 individuals in El Salvador to investigate the …

Customer Service Brand Engagement Among International Students: The Roles Of Preferred University Brand Attainment, Thuy Nguyen, Qin Sun, Gopala Ganesh

Journal of Applied Marketing Theory

This research is motivated by the industry and academic needs to corroborate a holistic understanding of preferred service brand status and customer service brand engagement (CSBE). The study investigates the impact of achieving preferred university brand status and how different touchpoints in higher education influence the CSBE outcomes of host universities, as seen from the perspective of international students. Data was collected from 22 American Universities with at least 1,000 international student enrollments using an online survey. The study systematically defines and identifies appropriate touchpoints within the higher education decision-making journey. Second, the findings indicate variations in the experiences of …

Student Perceptions And Preferences Of University-Affiliated Athletic Merchandise And Logos, Robin Hardin, Michelle L. Childs, Kirby D. Simpson

Journal of Applied Marketing Theory

College sports are certainly ingrained in the fabric of American society, and a significant aspect of this phenomena is the pageantry associated with college sports. This pageantry includes team logos and official team colors, and both are important aspects of fandom and team identification. Utilizing social identify theory as the theoretical framework for this research, the purpose of this study was to examine students’ university-affiliated athletic merchandise and logo preferences and related behaviors. Two focus groups were conducted with results showing three major themes, where students demonstrated polarizing views and opinions. These themes were (a) fashion and function, (b) orientation …

Real But Fictional: A Research Agenda Of Virtual Influencers For Brand Communications In Social Media Marketing, Lei Huang

Journal of Applied Marketing Theory

With the rise of virtual influencers (VIs) and their impacts on influencer marketing, this paper proposes a future research paradigm on how to develop brand communication strategies through a novel understanding of VIs from both the consumer and company perspectives. Built on the parasocial interaction theory and the human brand theory, six propositions aim to provide research guidelines for influencer and social media marketing by leveraging the use of VIs in a brand-consumer relationship. The theoretical and managerial implications are also discussed.

The Digital Engine Model: Generating Leads Through The Application Of Dcm And Inbound Marketing, 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 …

Comments From The Editors, Tulay Girard, Melek Meral Anitsal

Journal of Applied Marketing Theory

Comments from the Editors:

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

In the current issue, we are pleased to present six manuscripts that offer unique insights into several diverse topics. Each article received praise from our review team and we are happy to have the opportunity to present them to you in this edition of JAMT.

Psychosocial Factors Affecting Intention To Play Esports, Soojung K. Park, Jennifer Y. Mak, Lei Ouyang

Journal of Applied Marketing Theory

According to a report by Newzoo (2023), global e-sports revenue will reach US$187.7 billion in 2023, a year-on-year increase of 2.6%. By understanding the motivations of esports players, marketers can tailor their strategies, messages, and products better to meet the needs and desires of the esports community, ultimately enabling more effective marketing campaigns and increased brand success. This study explored the psychosocial factors that influenced esports participation and attempted to identify the most influential motivational factor among these three factors: enjoyment, escapism, and social interaction. The data for analysis is based on reliable responses from 200 eSports players gathered through …

Digital Vs. Traditional: Comparing Sales Students' Initial Post- College Career Search Preferences Before And After Covid-19, Linda Mullen, Randy Stuart, Michael L. Thomas

Journal of Applied Marketing Theory

This study explores the impact of the COVID-19 pandemic on the

career search strategies of college students studying professional

sales. The research consists of a post-pandemic study that is

compared to a previous study conducted pre-pandemic in 2019. The

paper investigates the preference of sales students for digital

media versus face-to-face interactions in their career searches.

The pre-pandemic study revealed that while sales students

engaged with digital media, they still heavily relied on traditional

methods. The post-pandemic results differed primarily in students’

interviewing preferences. Despite the challenges posed by the

pandemic, students continue to utilize both online and traditional

resources. …

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.

The Hr Connection, Georgia Southern University

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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.

The Hr Connection, Georgia Southern University

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Staff Council Minutes, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.