Business Commons^™

Social Media Marketing And Fan Engagement - A Quantitative Study Of Nba Strategies, Liberty University

Sport Leadership Summit

This study investigates how different forms of social media marketing—specifically pictures, graphics, and reels—impact fan engagement in the NBA. As digital platforms increasingly replace traditional media, understanding which strategies most effectively engage fans is crucial for sports organizations. The study is grounded in existing research and uses Instagram analytics to assess engagement metrics, offering practical insights for marketing teams.

The Beauty Of Uniquity - A Regression Analysis Of Mlb Pitchers With Anomalous Arm Angles, Liberty University

Sport Leadership Summit

This study examines the effect of arm angle on pitcher success and the potential for injury prevention based on arm angle. With the rise of advanced metrics like Statcast, pitcher mechanics—especially arm angle—have become key indicators of performance. The research explores how different arm angles influence pitch movement, velocity, and injury risk, suggesting that pitchers with a “low ¾ arm angle” may best balance performance and long-term arm health.

The Correlation Between Tommy John Surgery And Pitching Velocity, Liberty University

Sport Leadership Summit

This study investigates the relationship between increasing fastball velocity and the rising number of Tommy John surgeries (UCL reconstructions) among Major League Baseball pitchers. The rationale is to understand whether higher pitching velocities contribute to injury risk and to equip coaches and trainers with tools to identify warning signs and prevent future injuries.

Televised Youth Sport And Athlete Well-Being - A Study Of The Little League World Series, Liberty University

Sport Leadership Summit

This study analyzes the commercialization of the Little League World Series (LLWS) and its psychological effects on young athletes, including stress, identity, and enjoyment. The rationale stems from growing concerns about media pressure and public attention on children in sport. The study is ethical, feasible, and valuable for understanding how televised youth events may impact athlete well-being and development.

Event Tourism And Hotel Revenue Management - The Impact Of College Graduations On Lynchburg's Lodging Industry, Liberty University

Sport Leadership Summit

This study explores the economic impact of college graduation weekends on hotel revenue in Lynchburg, Virginia. While hotels commonly adjust rates in response to seasonal demand, little research has focused on how recurring events in college towns influence revenue management practices. The project is both relevant and ethical, seeking to understand how hotels can maximize profitability during graduation weekends without engaging in price gouging. Ultimately, the findings aim to provide valuable insight into sustainable revenue management strategies for hotels in college towns.

The Shifting Landscape Of Ncaa Recruiting - Nil's Impact On Division 1 Football In Mid-Major Schools, Liberty University

Sport Leadership Summit

This study examines how Name, Image, and Likeness (NIL) policies have reshaped recruiting outcomes at mid-major NCAA Division I football programs. The rationale is to understand how mid-major schools can leverage NIL opportunities to compete with Power Four institutions by building local partnerships and customized athlete branding, despite having fewer resources and less media exposure.

Traditions, Belonging, And Intent To Return - Testing Predictors Of Fan Loyalty At Liberty Football, Liberty University

Sport Leadership Summit

This study explores how fan traditions and a sense of belonging influence long-term loyalty among Liberty University football fans. The rationale is to understand the psychological and sociological factors that drive fan engagement and return intent, which can inform marketing strategies and improve fan retention.

Sport Leadership Summit Summary, Liberty University

Sport Leadership Summit

Monday, October 27, 2025

8:45 – 9:10 a.m. – Check-In

9:15 – 11:45 a.m. – Panel Discussions

12:00 – 1:00 p.m. – Lunch & Keynote

1:00 – 2:00 p.m. – Research: Oral Presentations

2:00 – 4:00 p.m. – Panel Discussions

4:00 – 4:30 p.m. – Wrap-Up

Tuesday, October 28, 2025

8:45 – 9:10 a.m. – Check-In

9:15 – 11:45 a.m. – Panel Discussions

12:00 – 1:00 p.m. – Lunch & Keynote

1:00 – 2:00 p.m. – Research: Poster Presentations

2:00 – 4:00 p.m. – Panel Discussions

4:00 – 4:30 p.m. – Wrap-Up

International Conference On Management, Business And Economics, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

14th International Conference On Business, Technology And Innovation 2025, University For Business And Technology - Ubt

UBT International Conference

Welcome to IC – UBT 2025

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make …

Sustainable Entrepreneurship In Resource-Limited Settings: Insights From Indigenous Communities, Glen Marshall

Mountain Plains Business Conference

Entrepreneurship in underserved and Indigenous communities is shaped by significant barriers and unique opportunities, yet remains underexplored in the literature. This exploratory qualitative study employs semi-structured interviews with entrepreneurs and aspiring entrepreneurs in a Native American reservation context to investigate how entrepreneurial intentions evolve under significant constraints. Guided by Shapero’s Entrepreneurial Event model and the Push-Pull framework, the study explores how feasibility, desirability, displacement events, and varying motivations influence entrepreneurial action. Findings will advance understanding of rural and Indigenous entrepreneurship and provide implications for future empirical research, policy design, and community-based enterprise development.

Transcending Mental Health Boundaries: A Return To The Strengths Based Model, J.M. Stolzer

Mountain Plains Business Conference

This presentation will be 1. challenge the current medical model’s definition of mental illness, 2. will offer a theoretically sound strengths based alternative to current day psychiatric labels, 3. will delve into the cultural, economic, social, historical and ideological corollaries that can be seminally linked with the meteoric rise in mental health diagnoses in America, 4. will examine the ways in which self- perception can influence relationships and work place performance, and 5. will explore in depth how employing the strengths model can significantly increase happiness, self- efficacy and productivity in a variety of public and private spheres.

Time Travel Validation For Time Series Data, Thomas Tiahrt

Mountain Plains Business Conference

Model validation is necessary to evaluate the predictive effectiveness of time series forecasts. The standard validation method is to start at the earliest point in the data, train on two of the minimum meaningful number of periods or cycles of periods (i.e., two or more blocks) then test on the next block. Subsequent models are tested by extending the training period one block at a time and testing on the following block. Alternatively, the last block can be substituted for the following block. Other forward progressions can be used including forms of cross validation. In any case, the forecaster chooses …

Sustainable Consumption Under Structural Constraint: Insights From Indigenous Communities On The Great Plains, Glen Marshall, Rand Wergin

Mountain Plains Business Conference

Resource-constrained communities, particularly Indigenous and remote communities, remain critically understudied in the business literature despite persistent socioeconomic challenges. This study employs a mixed-methods approach to explore barriers to sustainable consumption in these resource-limited contexts. It examines consumer attitudes toward sustainability and identifies key barriers to sustainable consumption. Understanding these barriers is crucial for entrepreneurs seeking profitable and socially beneficial ventures, as well as for policymakers designing social or economic initiatives. This research provides actionable insights for tribal governments, business professionals, policymakers, and others seeking to promote sustainable economic growth, community health, and positive externalities in underserved communities.

When Generative Ai Helps Too Much: Engagement, Learning, And Student Outcomes In Business Statistics, Bruce A. Reinig

Mountain Plains Business Conference

After two decades of teaching business statistics, first in person, then online, and now in the era of generative AI, I have observed substantial shifts in how students approach learning. Many rely on ChatGPT and similar tools to produce assignment answers, sometimes at the expense of genuine understanding, which may lead to lower exam scores. Using LMS analytics, I track students’ engagement with video lectures and find this behavior more predictive of exam success than assignment completion. This presentation reports on an ongoing observational study and seeks feedback to strengthen its design and effectiveness in supporting authentic student learning.

Entrepreneur’S Functional Track Background And The Effect On Perceived Issues In Entrepreneurial Endeavors, Reed Muehler

Mountain Plains Business Conference

This paper looks at how an entrepreneur’s functional track background affects the perceived issues they focus on in their endeavor. Previous literature on this topic typically implements the resource base view. However, this paper extends the literature by utilizing the attention base view. In order to answer the research questions, publicly available data from the Panel Study of Entrepreneurial Dynamics (PSED) I & II is used. This study is ongoing, with the hope of helping new entrepreneurs understand how experience tunnel vision can affect where they place their attention and their overall success.

Stigma By Association- The Social Consequences Of Poor Delegation For Followers, Shucheng Ge, Zhen Yan

Mountain Plains Business Conference

Drawing on stigma theory, we examine how poor delegation quality affects followers' social outcomes. Study 1 (N=246 leader-follower dyads) shows poor delegation significantly reduces trust in leader, which mediates the relationship with followers' perceived ostracism. The significant indirect effect reveals that followers with reduced trust become stigmatized by association—others distance themselves from followers under poorly delegating leaders, creating social costs beyond the dyad. Study 2 (planned) will apply social learning theory to investigate whether leaders develop awareness of their poor delegation quality through observing follower ostracism patterns, completing a feedback loop. Findings highlight delegation's hidden social consequences.

From Allies To Enemies: Factors Affecting Suppliers Climbing The Value Chain, Reed Muehler

Mountain Plains Business Conference

This paper creates a theoretical model for analyzing the likelihood of a supplier climbing the value chain and becoming a new competitor. The model includes four areas of analysis, the complexity and importance of the item being sourced, and the level of total interdependence and type of strategic alliances between the firms. By using this model, a company could look at the likelihood of their suppliers climbing the value chain. This analysis involves giving different levels of strength to each factor, which will create the overall level of likelihood.

Enterprise Digital Transformation: A Study Of Success Factors, Ngan Chau, Steve Schulz

Mountain Plains Business Conference

Digital transformation (DT) has been recognized as a driver of enterprise performance, enabling organizations to enhance operational efficiency, foster innovation, and maintain competitive advantage. This study aims to identify success factors of DT initiatives by examining organizational digital readiness, digital value mapping, and implementation tactics. The empirical study involved data collection at two points in time: in 2022, prior to the widespread popularity of generative AI (genAI) such as ChatGPT, and in 2024, amid genAI's integration into business practices. This study, therefore, offers timely insights into how organizations navigate the evolving landscape of digital transformation.

Caging The Lone Wolf: The Influence Of Dichotomous Thinking And Sales Control Systems On Sales Performance And Turnover Intentions, Skyler Leonhardt, Mark Leach

Mountain Plains Business Conference

Lone wolf tendency (LWT) is defined as a “psychological state in which one prefers to work alone when making decisions and setting/accomplishing priorities and goals” (Dixon et al., 2003). Research remains uncertain about how these tendencies arise, though some salespeople appear more predisposed to exhibit them. Findings are also mixed on whether LWT enhances or undermines performance. This study proposes that dichotomous thinking (e.g., black-and-white thinking) predicts LWT and that outcome and behavioral controls function as autonomythreatening or autonomy-enhancing interventions shaping workplace outcomes, including sales performance and turnover intentions

A Simple Hope Scale Validated For Entrepreneurship, Chet Barney, Rohny Saylors, David Trafimow, Hank Strevel

Mountain Plains Business Conference

We resolve splintered theorization of hope by developing a more reliable and valid measure of hope for the context of entrepreneurship. Based on the received view of hope we tested the social psychological hope scale (SPHS) against our entrepreneurship-contextual simple hope scale (SHS), which is based on a definition of hope that gets at what entrepreneurs mean by hope. Our findings help develop and support SHS as having greater reliability (internal and test-retest) and validity (face, convergent, and predictive) than SPHS. The SHS helps advance entrepreneurship theory and practice by further developing the scholarly conversation regarding spiritual concepts in entrepreneurship. …

Consumer Response To Ai Technology In Beauty Product Marketing, Xiaoying Feng, Eunkyu Lee Dr, Liangbin Yang Dr

Mountain Plains Business Conference

This research investigates consumer interactions with AI-powered shopping assistance in skincare retailing. Skincare presents a compelling context where vast product selections intersect with consumers' diMiculty assessing skin conditions. AI technology can enhance decision quality through instant skin diagnosis and recommendations, but it requires understanding how consumers respond to such technology. Our multi-method approach combines focus groups, laboratory experiments, and field experiments using an AI-powered skin analysis system. Focus groups reveal positive responses to the technology's detailed diagnoses, with participants showing heightened sensitivity to visual information and social comparative metrics.

Our lab experiment (2×2 between-subjects design) examines how visual presentations and …

Exploring Consumers' Attitudes Toward Ai-Generated Advertising Content, Heather M. Meyer, Chaehong You

Mountain Plains Business Conference

Artificial Intelligence (AI) is a growing trend in the fields of marketing and advertising. In particular, AI-generated advertising content is on the rise. But how do consumers feel about this? Four mock-up AI advertisements were created for the following categories: fast food, hand lotion, soft drinks, and athletic shoes. A survey capturing attitudes was completed by 168 participants. Both quantitative and qualitative data reveal negative attitudes towards AI-generated advertising content, regardless of product category. This pattern exposes an issue for practitioners. They want to utilize this new technology; however, their audience is resistant to it. Implications and suggestions are discussed.

Addressing Declining Enrollments In The Accounting Program With A Program Partners Campaign, Steve Hall, Sarah Borchers, Matt Bjornsen, Landon Lueshen

Mountain Plains Business Conference

Like other accounting programs, the Accounting program at the University of Nebraska at Kearney has experienced declining enrollments. Faculty addressed this problem by creating the Accounting Program Partners.

The Program Partners campaign benefits the partners and the Accounting program. The firm pays $2,500 to be a partner. Benefits include access to students through Beta Alpha Psi, inclusion in visits students make to firms, etc. One half of the money raised is used for scholarships that target business students without an emphasis and campuswide undecided students.

Number of majors in our accounting program has increased 40% in two years.

Sentiment Analysis Of Public Commentary On U.S. Farm Bills, Frank Tenkorang, Fletcher Ziwoya

Mountain Plains Business Conference

This study applies sentiment analysis to public commentary on U.S. farm bills to assess patterns of support and opposition. Using Reddit posts from relevant subreddits, we employed two natural language processing models, VADER and RoBERTa, to evaluate sentiment over time. While both models yielded differing sentiment distributions, they revealed increased public engagement during farm bill years, particularly in 2018. Most sentiments were neutral, but negative opinions outweighed positive ones. Posts with stronger sentiments tended to attract more user interaction, especially controversial ones. These findings highlight the polarized yet active public discourse surrounding agricultural policy and the potential for data-driven policy …

The Operational Impact Of Chief Information Officers: Evidence From A Two-Stage Least Squares Approach, Nicholas Jasa, Linh Le, Anh Ta

Mountain Plains Business Conference

This study investigates the causal impact of Chief Information Officer (CIO) presence on firm operational efficiency. While CIOs are widely regarded as key drivers of digital transformation and strategic alignment, empirical evidence on their operational impact remains inconclusive. Using a dataset from 2004- 2019, we employ a two-stage least squares (2SLS) instrumental variables approach to estimate the effect of CIO presence (CIO) on operational efficiency, controlling for firm fixed effects. To address endogeneity concerns, we instrument CIO presence with PEERCIODENSITY, defined as the proportion of peer firms in the same industry and year that have a CIO. On average, CIO …

Tableau Part Ii - October 2025, Rubab Shahzad

Day Family Research Lab Workshop Series

Part Two of Introduction to Tableau. Learn to make cool visualizations using Tableau. A hands-on opportunity where we will go over calculated fields, hierarchies, unions, dashboards, and stories.

Prior experience with Tableau is recommended

Assessing The Influence Of The Electronic Levy On Consumer Purchasing Behaviour In The Ghanaian E-Commerce Sector, Jefferson Sigfred Seyeram Bansa, David Asumadu - Boateng, Harry Adjetey Ashong, Rubby Aku Ameh

African Conference on Information Systems and Technology

This study examines the influence of Ghana’s Electronic Transfer Levy (E-Levy) on consumer purchasing behaviour within the country’s emerging e-commerce ecosystem. Using a qualitative phenomenological approach, data were collected through semi-structured interviews with 15 consumers in Accra and Kumasi to explore how the levy affected their trust in digital platforms, transaction patterns, and engagement with e-commerce. Thematic analysis revealed four major findings: reduced frequency of online purchases, strategic avoidance of mobile money and other taxed platforms, restructuring of transactions to minimize costs, and a growing mistrust of digital systems fueled by misinformation and lack of policy clarity. While some consumers …

The Effects Of Organisational Culture In Strengthening Resilience And Technological Innovation: A Case Of Smes In South Africa, Lunathi Gwayi, Ayanda Pekane, Luzuko Tekeni

African Conference on Information Systems and Technology

The COVID-19 pandemic changed how small and medium enterprises (SMEs) operated by forcing rapid digital transformation and remote work. This created an urgent need to understand how organisational culture can support resilience and encourage innovation. This study addressed the knowledge gap regarding how a strong organisational culture can help SMEs in South Africa navigate global crises, adapt to digital demands, and sustain long-term growth. The purpose of the study was explanatory, supported by an interpretive, inductive approach, and a qualitative strategy. Through semi-structured interviews with senior managers in the South African IT sector, the research identified Clan and Adhocracy cultures …

Indigenous Finance And Women Empowerment: The Digital Transformation Of Stokvel Systems In South Africa, Papama Mtambeka, Ulrike Rivett, Rebecca Njuguna

African Conference on Information Systems and Technology

This paper explores how the digital transformation of stokvels in South Africa is reshaping women’s empowerment. Stokvels, a form of indigenous savings or rotating savings clubs, have long served as a financial safety net for women, particularly for underserved rural and peri-urban communities. However, with the increasing integration of mobile technologies, fintech platforms, and digital communication tools, these systems are undergoing a significant shift. Drawing on qualitative data from South African women engaged in digitally transformed stokvels, the study examines how digital tools redefine women’s economic and social empowerment. Through the lens of Nego-feminism and Snail-sense feminism, the research highlights …