Business Commons^™

Staff Council Minutes, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Effectiveness Of Checkout Charities: Exploring Generational Differences, Shaylee R. Ferguson, Lauren Beverly, Jamye Foster

AMTP Proceedings 2023

As consumer-brand relationships continue to evolve, the role of cause-related marketing (CRM) is becoming increasingly complex (Mohr et al., 1998). A specific type of CRM, checkout charities, is becoming common in brick-and-mortar and online retailers (Sudbury & Vossler, 2021). Previous check-out-charity research has focused on consumer stress and cause fit while ignoring the influence of generational differences on perceptions and participation. Research has found that some generational groups differ in motivations for giving and donation expectations, thus impacting consumer behaviors in the context of checkout charities. Therefore, this study will attempt to answer the following research question: Do younger generations …

Building Your Organization’S Resilience Toolbox, Marina Fradera, Vincent Litrenta

National Youth Advocacy & Resilience Conference

Sunrise of Philadelphia has combined Resiliency Theory with the strengths based approach of asset mapping to anchor long-term strategic planning with youth and staff wellbeing at its core. We will share this strategy for counterbalancing Adverse Childhood Experiences and the broader traumatic impact of COVID-19 by intentionally investing in protective factors as a way to build resilience among staff members, youth participants, and across our organization overall.

Engaging Gen Z Through Humor, Wendy Gillis, Fred Pozin

AMTP Proceedings 2023

ABSTRACT

The current generation of undergraduate students in the classroom (Gen Z) is the loneliest generation in the U.S. (Twenge, 2017), and they know it. What are they spending time on? Their phones. What are they not spending time on? Time with friends (Twenge, 2017). Gen Z has more of a life online versus offline, yet Gen Z yearns for in-person interaction, and the pandemic has only made it worse. The authors’ advice? Tell a joke. By combining theories from psychology, management, and marketing, this conceptual paper explores the relationship between humor, trust, and persuasion.

Role Of Social Media On Travel Destination Decision-Making: Young American’S Motivation, Attitude, And Behavioral Intention, Wooyang Kim, Dale A. Cake, Hyun Sang An

AMTP Proceedings 2023

This study aims to examine how social media influences American Millennials’ and Gen Zers’ travel destination decision-making process in an integrative theoretical framework of the Uses and Gratification Theory and Theory of Reasoned Action. Young generations, who desire escapism and entertainment in order to relax through their everyday lives, are looking for value brought to their lives from vicarious out-of-routine experiences through social media, which engenders process gratification. This process evokes the desire to experience and explore the destination they viewed on social media, inducing vicarious pleasure that leads to affective responses toward the travel destination. Notably, a positive …

Secondbrand Exchange: When Traditional Retail Brands Resell Used Products, Peter Silverstein, Catherine Armstrong Soule, Sara Hanson

AMTP Proceedings 2023

This paper explores the novel context of secondbrand exchange, wherein traditional “firsthand” retail brands directly engaging in the reselling of their own previously used items. This research is the first to investigate how and why traditional brands engage in secondhand activities and to consider the influence of this strategy on consumer judgements about new products, used products, and the brand. The authors outline four consumer motives (frugality, sustainability, fashionability, and durability) for purchasing used items that are mapped onto strategic positioning for secondbrands. A framework of item transformation is introduced from refresh to renew to remake. Next, using brand extension, …

Use Of Online Or Traditional Job Search Tools: Which Do Sales Students Prefer When Searching To Begin Their Post-College Graduate Careers-A Study Revisited, Linda G. Mullen, Randy S. Stuart, Michael Lee Thomas

AMTP Proceedings 2023

In 2019, a study was conducted to see if college students who studied/majored in professional sales, preferred digital media over face-to-face interactions for post-graduation careers searches. Results showed sales students used multiple methods during these searches. Although sales students engaged with digital media to land entry-level career positions, they still relied heavily upon traditional methods (i.e., college/university career fairs/services, internships, etc.). In March of 2020, as Covid-19 moved just about everyone online, the authors were interested in seeing whether the increased use and familiarity with digital media changed sales students’ preference for and use of job search tools.

This follow-up …

Margin Variance Analysis For Informing Customer Engagement Strategy, Timothy J. Smith

AMTP Proceedings 2023

A margin variance analysis measures the sources of difference in gross margins between pieces of business within a larger set of business. When the piece of business is defined as the the total sales to an individual customer over a period of time, sales and marketing managers can use this analysis to define customer specific engagement strategies to improve customer profitability. In this paper, we clarify how customer engagement strategies can be driven by a margin variance analysis, provide derivations of two equally-valid forms of a simple customer margin variance analysis, and demonstrate the margin variance analysis and the development …

Investigating How Tacit Knowledge Management Inclination And Explicit Marketing Agendas Impact Business Success., Christine Aliyu Makama, Douglas Johansen Dr

AMTP Proceedings 2023

This study empirically tests the relationship between tacit knowledge management inclination, internal explicit marketing agendas and external explicit marketing agendas and how they act together to enhance business outcomes. This was done to fill in the gap in the body of knowledge on the dearth of empirical research on tacit knowledge management inclination and marketing orientation. Using the quantitative research method and purposive sampling technique, data were collected from 89 respondents with significant business and marketing experience through a well-structured questionnaire with closed-ended questions. Employing regression analysis, the hypotheses were tested, and the finding highlighted that tacit knowledge management inclination …

The Emergence Of “Createch” As A Required Or Desired Skill For Digital Marketing Internships, Theresa Clarke, Jordan A. Pratt, Canessa N. Collins

AMTP Proceedings 2023

See the uploaded file for an extended abstract.

Increasing Social Media Equity Of A Brand By Developing Social Media Capabilities And Consumer Promotions, Manisha Mathur

AMTP Proceedings 2023

Existing literature identifies the role of customers in promoting a brand on social media and in providing recommendations to others customers based on their own experiences with the brand. The recent focus on using social media has led to most firms becoming effective in using social media to develop customer communities, becoming content providers unlike traditional advertisers, and focusing on conversing with consumers rather than directing marketing messages at them (Barwise and Meehan, 2010). In this research, we conceptualize social media equity as comprising of a brand’s associations with customers on social media, quality perceptions of the retailer brand on …

Taking Flight, Georgia Southern University

College of Business: News & Publications

• Taking Flight- March 2023
• Message from the Dean

Comments From The Editors, Tulay Girard, Melek Meral Anitsal

Journal of Applied Marketing Theory

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

What Drives Cryptocurrency Adoption? Exploring The Role Of Psychological Traits And Environmental Orientation, Sooyeon Choi, Seungho Shin

Journal of Applied Marketing Theory

Cryptocurrency is gaining worldwide recognition. This research examines the psychological determining factors of consumers’ cryptocurrency adoption behavior based on the theory of planned behavior. 452 samples are collected from U.S consumers and the data are analyzed by PLS-SEM. The findings reveal that consumer innovativeness has positive influences on the attitude and perceived behavioral control for cryptocurrency and in turn affects the intention to use cryptocurrency. Subjective norm is a significant predictor of cryptocurrency intention and the LOHAS lifestyle moderates the influence of attitude on the intention. This research offers theoretical and practical implications for the cryptocurrency market.

How Likely Are Viewers To Watch Television Commercials: A Connectedness Perspective, Velitchka D. Kaltcheva, Anthony Patino, Dennis Pitta

Journal of Applied Marketing Theory

With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among …

The Sport Marketing Portfolio Matrix: A Theory-Integrative Exploration Of Fans’ “Buy,” “Hold,” And “Sell” Behaviors, Kirk Damon Aiken, Richard M. Campbell, Ajay Sukhdial

Journal of Applied Marketing Theory

The field of sport marketing lacks a comprehensive understanding of how fan behaviors link directly to sport products. This work introduces a model that accurately categorizes sport products, better recognizes fan behaviors, and simultaneously provides strategic guidance to sport managers. The model integrates the foremost theories of fan behavior with the financial theory of portfolio management. This novel perspective posits that sport fans should be viewed as “investors” who buy, hold, and sell athletes and teams. Fans manage their individual portfolios in line with personal goals, values, and social influences. The integration of theories bears significant implications regarding how sport …

Sophisticated Vs. Rugged: Examining Gendered Brand Communication Styles And Social Media Engagement, Joanne T. Cao, Jamye Foster, Gallayanee S. Yaoyuneyong, Lacey K. Wallace

Journal of Applied Marketing Theory

Advertising and marketing managers understand that not all brands need to be on social media, but what is not clearly understood is consumers’ engagement expectations for brands that are on social media. Therefore, this study investigates the impact of brand personality, specifically sophisticated and rugged brands, and gendered communication styles on consumers’ expectations of social media engagement. A scenario-based experiment is performed to test the hypotheses using a mock brand. The main study consisted of a Qualtrics consumer panel, and a MANOVA was utilized to examine three components of social media engagement (consumption, contribution, and creation) on the two brand …

Using The I3 Model To Understand Overeating, Kenneth Herbst, Mark Peterson, Suman Saha

Journal of Applied Marketing Theory

This paper uses a conceptual framework, the I³ Model (pronounced the ‘I-Cubed Model’), for understanding the influence of external and internal factors on eating behavior. According to the I³ Model (Instigation, Impellance and Inhibition), three processes can explain how overeating can occur. This paper provides support for the I³ Model through a field experiment and two laboratory experiments. The I³ Model sheds light on the nature of overeating when a perfect storm arises in which instigation and impellance are strong and inhibition is weak. The identification of this perfect-storm condition suggests that …

Chamber Of Commerce Membership: An Explanatory Model Of Member Organizations’ Normative, Continuance And Affective Commitments, Shawn F, Clouse, Simona Stan, Nader H. Shooshtari

Journal of Applied Marketing Theory

Organizations join associations to gain a wide range of benefits, such as advocacy in the local community, more expertise, or access to markets and new technologies. However, these benefits do not always result in readily observable positive outcomes as compared to the monetary costs and time investment for businesses. Such value judgements may result in lower commitment to the association and ultimately dropped memberships. The purpose of this study is to better understand the factors that drive member organizations’ commitment to a chamber of commerce. The results of the empirical study show a positive impact of members’ role expectancies and …

Staff Council Minutes, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Staff Council Agenda

Staff Council Meeting Minutes & Agendas

No abstract provided.

The Hr Connection, Georgia Southern University

Human Resources Newsletter

Charging Towards Reaffirmation

Phase 3 Segments & Batches: Draft Submission & Internal Review

Upcoming Events

SACSCOC Accreditation Resources

Taking Flight, Georgia Southern University

College of Business: News & Publications

• Taking Flight- February 2023
• Message from the Dean

Staff Council Agenda, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

Student Council Minutes, Georgia Southern University

Staff Council Meeting Minutes & Agendas

No abstract provided.

The Hr Connection, Georgia Southern University

Human Resources Newsletter

Annual Performance Evaluations

Fire Safety Tips

Recruiting Self Service

Wellness Corner

Conflict of Interest Disclosure

Faculty & Staff Housing

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

College of Graduate Studies: Theses & 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 …

Minimizing The Ratchet Effect: Why Reciprocity Preserves Customer Satisfaction In Service Environments, Kyle A. Huggins, Val Larsen

AMTP Proceedings 2023

This paper focuses on a fundamental problem for marketers: the ratchet effect. The ratchet effect occurs when actual service performance is perceived to be significantly higher than service expectations, causing dissonance and resulting consumer guilt. If left unattended, consumers relieve their guilt by increasing the perceived state of expectations for subsequent visits. Known as the ratchet effect, this causes a dilemma for the service business as they consistently strive to improve service performance. Using equity theory, our experimental study explores whether businesses can break the ratchet effect by providing mechanisms of reciprocity for consumers to respond at little or no …

Lohasian’S Cryptocurrency Adoption: Technology Acceptance Model In The Extended Theory Of Planned Behavior, Sooyeon Choi

AMTP Proceedings 2023

Economic growth is being fueled by the widespread acceptance of cryptocurrencies in numerous industries. LOHAS (Lifestyle of Health and Sustainability) is a growing consumer group that is concerned with sustainability and well-being. They are early adopters who look for the most recent data and cutting-edge technologies. LOHAS consumers frequently embrace and test new products early than their relatives or friends. Despite the fact that LOHAS consumers tend to be tech-savvy, empirical studies that look at LOHASians' adoption of technology have, as far as the author is aware, never been done. In light of this, this study investigates the psychological processes …

Eagle Executive Magazine, Georgia Southern University

College of Business: News & Publications

• From the Desk of Dean Amason
• Eagles on Pennsylvania Avenue
• Professional Development Day
• Feature: Internships Plant the Seeds for Career Success
• Student Org Spotlight
• Alumni
• Young Alumni Board