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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. …

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 …

The Digital Engine Model: Lead Generation Through Applied Dcm Strategies, 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 …

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 Hr Connection, Georgia Southern University

Georgia Southern University Human Resources Newsletters

Talent Acquisition

Employee Relations

Benefits & Wellness

Training & Development

Other

Important Dates This Month

Schedule a Meeting with a Rep From TA

Hiring Training Update

Telework & Flextime Agreements

How to Stay Healthy This Holiday Season

Tuition Assistance Program

Upcoming USG Well-being Events

Mobile Mammography Bus

BBU Live Learning Leadercamp

QPR Training

Safe Zone Training

BBU Channel of the Month

Staff Council Fall Staff Development Conference

Georgia State Charitable Contributions Program

Staff Council Agenda, Georgia Southern University

Staff Council Meeting Agenda and Minutes

No abstract provided.

The Hr Connection, Georgia Southern University

Georgia Southern University Human Resources Newsletters

Talent Acquisition

Training

Upcoming Events

Wellness and Benefits

Open Enrollment

Breast Cancer Awareness Month

Georgia State Charitable Contributions Program

Policy Review

Fire Safety

Staff Council Agenda, Georgia Southern University

Staff Council Meeting Agenda and Minutes

No abstract provided.

The Hr Connection, Georgia Southern University

Georgia Southern University Human Resources Newsletters

Talent Acquisition

Upcoming Events

Wellness Google Group

Fall USG Challenge: Walk and Talk Step Challenge

Understanding Progressive Discipline

BBU Channel of the Month

Training

Policy Review

Fire Safety

The Hr Connection, Georgia Southern University

Georgia Southern University Human Resources Newsletters

Talent Acquisition

Upcoming Events

Wellness Google Group

Fall USG Challenge: Walk and Talk Step Challenge

Understanding Progressive Discipline

BBU Channel of the Month

Training

Policy Review

Fire Safety

The Hr Connection, Georgia Southern University

Georgia Southern University Human Resources Newsletters

TALENT ACQUISITION

EMPLOYEE RELATIONS

TRAINING & DEVELOPMENT

OPEN LABS

RECRUITING SELFSERVICE Q&A

UPCOMING USG WELL-BEING EVENTS

HOW TO DECREASE SCREEN TIME FOR YOU & YOUR FAMILY THIS SUMMER

MINDFULNESS LANGUAGE TRAINING

The Hr Connection, Georgia Southern University

Georgia Southern University Human Resources Newsletters

TALENT ACQUISITION

BENEFITS AND WELLNESS

IMPORTANT DATES THIS MONTH

TRAINING & DEVELOPMENT

SUMMER JOB FAIRS

OPEN LABS

RECRUITING SELFSERVICE Q&A

EMPLOYEE TESTIMONIALS

UPCOMING USG WELL-BEING EVENTS

ESSENTIAL SUMMER SAFETYTIPS FOR YOU & YOUR FAMILY

Central Of Georgia Railway Records, Zach S. Henderson Library Special Collections

Finding Aids

This collection consists of materials spanning 1941-1947 and includes business records and correspondence of the Central of Georgia Railway Company as well as detailed reports of employees’ United States military service during World War II. These reports include employee military records, interviews conducted by Central of Georgia Railway Company of veteran employees, and letters expressing their gratitude for their service in the war. Find this collection in the University libraries' catalog.

Hr Connection, Georgia Southern University

Georgia Southern University Human Resources Newsletters

• Perks at Work
• Position Descriptions moving to Salary.com
• Progressive Discipline Training
• Fire Safety Tips

The Economic Impact Of The Cruise Ship Industry On Destination Port Countries During Covid-19, Katherine Snowberger

Honors College Theses

The travel and tourism industry was the fastest-growing industry in 2019. With more discretionary income available, many people spent their time traveling and exploring new cultures. One major sector of the travel and tourism industry is the cruise industry. In this sector of the industry, the clientele pays a flat fee to cover room, food, travel, and entertainment, which allows them to explore new and exciting ports of call. These port destinations rely heavily on tourism income to support their communities and infrastructure. This economic study aims to show how the COVID-19 pandemic has impacted destination port cities and how …

The Impact Of Federal Reserve Monetary Policy On Sector Etf And Market Cap Etf Performance, Maverick J. Boring

Honors College Theses

This study explores the impact of Federal Reserve policy changes on returns and volatility of U.S. equity markets, including large cap, mid cap, and small cap as well as the eleven sectors of the S&P 500. Federal Reserve policy changes in this study are measured by changes in the federal funds target rate. To measure the impact of these rates on U.S. equity markets, I construct a longitudinal dataset inclusive of exchange traded funds (ETFs) that serve as proxies for all eleven sectors, as well as one index and two ETFs that capture the performance of small, mid, and large …

The Introduction Of Financial Fair Play Regulations In European Football And Its Effect On The Success Of Clubs, Thomas Jackson

Honors College Theses

This study explores the effects that Financial Fair Play (FFP) regulations introduced by the Union of European Football Associations (UEFA) in the 2011-12 season have on the success of football teams within the league. The rationale of FFP was to make the league more competitive by restricting a team’s ability to spend on player salaries. Through the construction of a comprehensive longitudinal dataset, I analyzed team performance from the 2004-05 season through to the 2020-21 season, measuring club success in points-per-game, wins, losses, and draws and financial success using team profit margin and salary expenditures. Using difference-in-differences approaches, I find …

Ceo’S Tweets And Firm Stock Returns: A Case Study Of Elon Musk And Tesla, Jauron Gunther Dam

Honors College Theses

This research study explores the relationship between a CEO’s public statements and a firm’s abnormal stock returns by focusing on the case study of Elon Musk’s tweets and Tesla’s stock price over the course of 2021. A longitudinal dataset is constructed by analyzing how the information contained in tweets affected Tesla’s short-run stock price. The textual data is analyzed based on CEO tweets, the daily frequency of tweets, explicit and implied fundamentals, and sentiment. The content of Elon Musk’s publications may lead TSLA to have abnormal returns. The tweets are able to capture influences from fundamentals and psychology. When Elon …

Best Practices For Social Media Branding, Allison Myers

Honors College Theses

Social media is a fast growing marketplace for businesses to advertise themselves to established and potential consumers. Each platform has different algorithms, demographics, and ways for users to interact and connect. Even with a constantly growing research field and course options around the subject, understanding the behaviors of viewers on each app can still be a tough guessing game. Therefore, I have used both research studies and online courses, to present a strategy with which to efficiently and effectively market one’s business for Facebook, Instagram, and TikTok. I then present ways to understand the success of this and personal marketing …

Fraud And The Audit Expectation Gap, Samuel Pelumi Olatunde

Honors College Theses

This study seeks to explore the expectation gap Georgia Southern University business and non-business majors have toward the work of an auditor. This study aims to assess the understanding of Auditors' responsibility for preventing and detecting fraud. This study will help assess the roles of an auditor, a forensic accountant, and management in fraud detection and prevention. The study will also highlight the importance of equipping students with accounting knowledge relevant to the business environment. The research for the study is conducted through a survey questionnaire and interpreted with Excel software. The hypothesis is that students that are majoring in …

How Digital Content Marketing Affects Viewership And Engagement Of Multiplayer Online Battle Arena Esport Events: An Examination Of League Of Legends, Joshua J. Lord

Honors College Theses

Recently esports, specifically Multiplayer Online Battle Arena (MOBA) esports has grown to where esports pull upwards of 150 million hours watched per specific major event. Despite this, esports and specifically Multiplayer Online Battle Arena esports have extraordinarily little literature on what factors affect viewership. This Honors thesis attempts to illustrate how the Digital Content Marketing (DCM) of esports affect the event’s viewership and engagement of viewers during and after the event using data from esports charts and social media. This study has theoretical implications for digital content marketing and expands the literature of esports and looks to spark future discussion …

A Study Of The Social Media Perceptions And Guest Satisfaction Concerning Recent Changes Related To The Genie+ System In The Walt Disney World Theme Parks, Kylie N. Bennett

Honors College Theses

This study examines the social media perceptions and guest satisfaction rates concerning recent changes related to the introduction of the Genie+ system in the Walt Disney World theme parks. Social media has allowed the public to share these opinions about changes in the Walt Disney World theme parks, but it is not known how these opinions compare to the lived guest experience. It is said that with the introduction of a paid standby queue bypass system the Walt Disney Company is making that aspect of its parks less accessible than in the past (Austin, 2022). This study uses a mixed …

The Mullet Coffee Shop And Tap House Business Plan, Baylor K. Bumford

Honors College Theses

This is a full business plan for a coffee shop and beer establishment in the city of Austin, Texas. Austin is the fastest growing city in the United States and an epicenter for both the coffee and brewery industries. Utilizing industry analysis, macro-environment analysis, marketing and financial research and personal interviews with twenty-seven potential customers in the area, a business plan of sufficient rigor to attract financing from a bank or investor has been prepared.

How Are The Decisions And Performance Of Businesses Within The Utilities Industry Shaped By The Issuance Of Debt?, Jasmine Alexander

Honors College Theses

This study explores how companies within the utilities industry choose to finance their companies through debt vs. equity. Results from regression analysis show that debt has a significantly greater negative impact on business performance, when compared to the use of equity. This leads to a conclusion that companies tend to utilize equity financing when faced with a positive outlook for their business performance. Conversely, companies utilize debt more when faced with a negative outlook regarding business performance.

How “Tweet” Tones Can Explain Consumer Beliefs In Csr, Kristina M. Harrison, Lei Huang

Association of Marketing Theory and Practice Proceedings 2023

This research examines what can be learned about consumers’ opinions tweeted out about them over social media. The valence and tweet character with the type of CSR/CSR related fraud is specifically examined in order to understand consumers’ beliefs about firm CSR use as well as firm confidence. This was conducted via an experimental design manipulating the type of CSR used and related fraud, and then participants responded to the events via simulated tweets and responded to questions about their beliefs in firms engaging in CSR as well as their overall confidence in a firm. Through applying how individuals assess moral …

Consumer Decision-Making On Golf Equipment: Impact Of Emerging Strategic Organizational Goals And Supply Chain Intricacies, Faith A. Hopkins, Ismet Anitsal, Melek Meral Anitsal

Association of Marketing Theory and Practice Proceedings 2023

The game of golf is incredibly historic and enjoyed by many people from numerous different age groups across many parts of the world. The research involving the game of golf is often limited to the topics of golf club engineering and injury prevention within the game. The consumer decision-making process for golf equipment has been primarily under-researched. This study explores the consumer decision-making process involving golf equipment and provides propositions to achieve strategic organizational goals. Propositions are made concerning supply chain intricacies containing the inclusion of personalization and customization and including women's equipment displayed in marketing activities. There is room …

Confronting New Realities: Factors Impacting Adoption And Success Of Online Marketing Education In The Caribbean, Neleen S. Leslie-Piper, Celia Mckoy, Petula Senior

Association of Marketing Theory and Practice Proceedings 2023

ABSTRACT

COVID-19 was a watershed event in higher education as institutions at all levels were affected. Schools, colleges, and universities were forced to transition to remote or online instruction with varying levels of preparation. While most colleges and universities in the developed world were taken by surprise, they were not completely unprepared, as most institutions already had the infrastructure to facilitate online learning. In fact, some institutions were already offering online or hybrid courses of study. The developing world, and the Caribbean in particular, faced a different challenge. While institutions utilized learning management systems to deliver face-to-face classes, the facilitation …