Business Commons^™

Raffe Studio, Inc. Repositioning To Meet The Evolving "Influencer" Industry, Eryn V. Oft Ms.

Atlantic Marketing Association Student Proceedings

Synopsis - Since 2001, the music business Raffe Studio, Inc. (formerly Raffe Reeds) has served music communities as a multifaceted bassoon corporation. Raffe Studio is nestled in the foothills of Alabama between Atlanta and Birmingham. The founder, Eryn Oft, began the organization to cultivate growth in local music communities through educational outreach, professional performances and the sale of music materials. In 2014, Raffe Studio realized a larger global need. The organization expanded the products and services available and increased social media marketing. As platforms have evolved, Raffe Studio has recognized a need to reposition the corporate marketing strategy to better …

Geofencing In Tourism & Recreation: A Revolution In How Marketing-Centric Data Is Collected & Employed?, Aubrey B. Whiddon

Atlantic Marketing Association Student Proceedings

This study aims to delve into, analyze, and ultimately divulge what geofencing technology is and decipher whether it is an effective tool to employ in making marketing decisions. Geofencing, a location-based service that triggers actions based on visitors’ real-time location, has revolutionized tourism marketing, enhanced visitor experiences, and facilitated crowd management. Additionally, this research analyzes a study that was conducted with the purpose of proving the validity and accuracy of geofencing. This study compares primary data to data collected through Placer.AI, a geofencing platform, and how the findings from both collection methods are highly correlated.

Ideal Leadership And Marketing Strategies During Times Of Transition, Kaia S. Thomson

Atlantic Marketing Association Student Proceedings

This study investigates the effects of transitional leadership in an organization on marketing strategies. The qualitative research, gathered through semi-structured interviews with four leaders at different stages of transition, highlights key themes such as the development of trust, adaptability, relationship-building, and the importance of gradual change. The results suggest that the most successful leaders in transition prioritize humility, respect the history of the firm, and focus on developing relationships with stakeholders. Further, these leaders focus marketing strategies on the core products or services of the organization to better understand customer preferences and create long-tern relationships. The study indicates that successful …

Overconsumption And The Role Of The Marketer, Anchiella Angelle

Atlantic Marketing Association Student Proceedings

Consumers value ethical brands and are willing to pay more and repurchase from companies that hold similar values. Consequently, overconsumption initiatives from companies have been shown to benefit brand image and can lead to increased sales due to increased trust. Younger generations, particularly Gen Z and Millennials, are showing a preference for CSR and ESG claims. For this research, a study was carried out with 111 participants to measure repurchase intentions given an impulse purchase from an ethical, neutral, and unethical company. From the study conducted, it was shown that participants have a higher intention to repurchase a product from …

Symbolic Consumption As Self-Preservation: Psychological Vulnerabilities And Identity Repair In Low-Income Luxury Consumers, Aaliyah W. Wilkerson

Atlantic Marketing Association Student Proceedings

This extended abstract presents a conceptual study exploring why low-income consumers engage in luxury fashion consumption despite financial limitations. The research reframes these purchases as emotionally driven acts of identity repair, introducing the constructs of perceived social identity lock-in and moral self-validation to explain how consumers cope with exclusion and affirm self-worth through symbolic consumption. A conceptual model is proposed and a sequential mixed-methods design is outlined for future empirical testing. This work contributes to Transformative Consumer Research by centering emotional coping in aspirational consumption and offers practical insights for inclusive, dignity-based branding strategies.

Formula 1 In The United States: A Model For Growing International Sports In U.S.?, Kate Meg Eagan, Matthew Lastner, Brian Kinard

Atlantic Marketing Association Student Proceedings

Formula 1 (F1) has grown exponentially in popularity with American audiences in the past several years, in large part by deploying modern marketing practices that are reshaping the perspective of motorsport in the U.S. Marketing experts have credited this growth to marketing practices such as the launch of a Netflix docuseries, “Drive to Survive,” which offers a dramatized retelling of the season and grants viewers a behind the scenes glimpse of the sport. As a next step, F1 is funding a major motion picture named for the sport starring Brad Pitt. Despite evidence that these practices have benefitted F1, other …

Behavioral Biases As Drivers Of Complexity In Stock Markets: An Agent-Based Modeling Approach, David Joseph Dr, Alwin Joseph, Blesson James, Kajal Dass

Northeast Journal of Complex Systems (NEJCS)

By modeling financial systems as Complex Adaptive Systems, this study investigates how behavioral biases influence emergent complexity in stock markets. The study integrates heterogeneous agents, such as rational traders, herding agents, overconfident traders, and anchoring/disposition-driven investors, within a Limit Order Book framework calibrated to both U.S. and Indian market conditions using an Agent-Based Modeling (ABM) approach implemented through the high-fidelity ABIDES simulation environment. Price dynamics, volatility patterns, and liquidity structures were analyzed by Monte Carlo simulation experiments with different behavioral compositions. The results show that behavioral biases cause nonlinear price reactions, produce heavy-tailed return distributions that distort order-book complexity, and …

The Conundrum Of Industrial Policy: Incompatibility With The Rules Of International Trade Law, Yong-Shik Lee

Northwestern Journal of International Law & Business

Since the end of World War II, successful developing countries such as South Korea, Taiwan, Singapore, and, more recently China, have leveraged industrial policies—notably trade measures and subsidies—to achieve economic development. However, these industrial policy tools often conflict with the rules of international trade established under the World Trade Organization (WTO law), which aims to minimize government interference and reduce trade distortions. Paradoxically, such regulatory constraints hinder the development aspirations of many countries. Meanwhile, major global economies, including the United States, China, and the European Union, have revived industrial policies to support their key industries, such as semiconductors and electric …

The Impact Of Ai Visual Marketing On Customer Engagement And Purchase Intention In The Luxury Fashion Industry, Joumana Elkady, Rana Alfahed, Youssef Mohamed, Doaa Ayoub

Business Administration

ABSTRACT

Artificial Intelligence (AI) has become prominent in Visual Marketing with rapid integration into Digital Marketing practices. AI-driven visuals, such as Augmented Reality, Virtual Influencers, and Generated Imagery, have all influenced Consumer Behaviour, specifically Customer Engagement and Purchase Intention of Luxury Fashion Customers, by enhancing product visualization, evoking emotional reactions, and reducing purchase uncertainty. Although the impact of AI-generated visuals is primarily notable in online environments, it also offers an enhanced experience within offline settings. AI-generated visuals enable immersive and personalized experiences that transform traditional marketing practices. Correspondingly, potential concerns like over automation, data privacy breaches, and perceived authenticity loss …

Sandag’S Regional Climate Action Planning, San Diego Regional Climate Collaborative, Brenda Castruita

San Diego Regional Climate Collaborative

The San Diego Association of Governments (SANDAG) is the regional planning agency responsible for transportation planning, public transit development, and environmental planning in the San Diego metropolitan area.1 Beyond these focus areas, SANDAG aims to promote sustainable growth, enhance mobility, and improve the quality of life of local citizens through comprehensive planning and collaboration with local governments, communities, and various partners. SANDAG is governed by a Board of Directors made up of elected officials from each of the region's local city councils and County Board of Supervisors. In addition to developing plans for how people and goods will move …

Spatial Future Ahead! Augmented Reality And Anticipated Life Consequences, Sergio Barta, Reto Felix, Chris Hinsch, Mahdokht Kalantari, Nina Krey, Philipp A. Rauschnabel

Marketing Faculty Publications

Purpose: This study explores how initial exposure to immersive spatial computing experiences using AR headsets generates lasting inspiration and shapes consumers expected long-term life consequences (i.e., enhancement of reality, perceived substitutability and social impact).

Design/methodology/approach: The study uses a time-lagged research design based on 148 first-time users of spatial computing devices (AR headsets). Respondents were interviewed once shortly after being exposed to AR and a few days later. Data is analyzed using partial least squares structural equation modeling (PLS-SEM).

Findings: Users' immediate “inspired-by” experiences predict increased “inspired-to” intentions days later. Such inspiration translates into anticipated consequences such as virtually customizing …

Wendell W. Gunn University Commons, University Of North Alabama

Documents

Naming Ceremony for the Academic Commons Building at UNA

New Marker Unveiled To Honor Una, Jeff Mcintyre

Documents

A new marker was unveiled to honor the University of North Alabama as being the only college football team in history to win three consecutive national championships- The TimesDaily 

There's 'No Place Like Home' For Una Lions, Jeff Hodges

Documents

News article in The Florence Times-Tri-Cities Daily on the impact Flowers Hall has for the UNA Lions and their at home win ratio.

Hall Of Fame- Hal Self (Induction Class Of 1990), University Of North Alabama

Documents

Hal Self-- Hall of Fame Class induction of 1990. The Flowers Hall Annex, now known as the UNA Athletics Offices, was renamed in honor of Self (Self Field House)

Director Of Physical Education, Diorama 1949

Documents

Hubert A. Flowers was Director of Physical Education. Flowers Hall was named after him.

Flowers Hall To Undergo Updates For Division I Move, Jacob Cole

Documents

Updates to Flowers Hall to compete in Division I athletics--The Flor-Ala

Adopting Artificial Intelligence: Cross-Sector Analysis Of Ai Adoption Risks, Brandon Saari, Yona Berger, Yanett Munoz, Alex Agnick, Paul Wagner, Robert J. Honomichl

Journal of Cybersecurity Education, Research and Practice

Artificial intelligence (AI) is rapidly being adopted across public and private sectors. This offers significant gains in efficiency, decision making, and access to information. At the same time, AI introduces complex risks related to cybersecurity, privacy, bias, transparency, accountability, and equity that existing governance and security frameworks do not fully address. This paper presents a cross-sector literature review and comparative analysis of AI adoption risks and mitigation strategies across four critical domains: the federal government, libraries, K–12 education, and healthcare. Drawing on peer-reviewed research, institutional frameworks, and policy guidance, the study identifies sector-specific challenges alongside shared systemic gaps, including insufficient …

Innovations And Applications Of Virtual Private Networks And Sustainable Security In Society 5.0 Libraries, Stella Chinnaya Nduka Dr., Adeyinka Tella Prof, Petros Dlamini Dr

Journal of Cybersecurity Education, Research and Practice

In order to improve digital resilience, privacy, and access equity in contemporary library environments, this study investigates the role of Virtual Private Networks (VPNs) in fostering sustainable cybersecurity within the framework of Society 5.0 libraries. It does this by looking at the latest developments, applications, difficulties, moral dilemmas, and tactical methods associated with VPN deployment. Using peer-reviewed journal articles, conference proceedings, white papers, and policy documents published between 2010 and 2024, a methodical approach to literature review was used. The literature that bridges the fields of cybersecurity, library science, and Society 5.0 concepts was the main focus of the review. …

A Framework For Integrating Content Marketing And Social Media Engagement For More Effective University Branding, Julie M. Pharr

Atlantic Marketing Association Proceedings

No abstract provided.

Snip Or Skip? Consumer Attitudes And Marketing Message Development For Spay/Neuter Efforts, Rebecca Burcham

Atlantic Marketing Association Proceedings

No abstract provided.

The Demise Of A Nostalgic Brand: The Case Of The Hudson’S Bay Company, Jon Littlefield

Atlantic Marketing Association Proceedings

No abstract provided.

A Holistic Approach To Country Branding: Examining A Master Brand And Sub-Brand Framework, Musa Pinar, Aycan Duran, Tulay Girard

Atlantic Marketing Association Proceedings

No abstract provided.

How Can Natural Language Processing Help Examine Branding Strategies? Evidence From U.S. Nonprofit Healthcare Brands, Jae Hwan Lee, Jiyoon An

Atlantic Marketing Association Proceedings

No abstract provided.

Defying Conventions: The Marketing Alchemy Of Transforming 'Ugly' Into Iconic, Monisha Gupta Dr, Rex Mcclure Dr

Atlantic Marketing Association Proceedings

No abstract provided.

From A Racial Reckoning To Retrenchment: A Longitudinal Analysis Of Retailers’ Corporate Sociopolitical Activism Messaging, Whitney Ginder, Olivia Johnson

Atlantic Marketing Association Proceedings

No abstract provided.

Damned If You Do, Damned If You Don’T: Booking Channel Attribution In Hospitality, Retail, And Food Services, Scott M. Widmier

Atlantic Marketing Association Proceedings

No abstract provided.

Service Quality Assessment Of Disparate African American Heritage Trails Using The Servqual Model, Jerome Christia

Atlantic Marketing Association Proceedings

No abstract provided.

When Digital Engagement Builds Trust: Exploring Buyer Responses To Salesperson Social Media Use, Chris Nelson, Lauren Atchley

Atlantic Marketing Association Proceedings

No abstract provided.

The Impact Of Alumni Engagement: Exploring Perceived Value And Alumni-University Identification, Martyna Bielskyte, Dominyka Venciute, Ricardo Fontes Correia, Anita Radon, Joseph Reardon

Atlantic Marketing Association Proceedings

No abstract provided.