Business Commons^™

2026 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2026.

Political Costs And Strategic Corporate Communication, Christine Cuny, Jungbae Kim, Mihir N. Mehta

Research Collection School Of Accountancy

When subject to public scrutiny, do firms strategically use advertising to reduce expected political costs? Advertising can ease public concerns, thereby reducing the pressure on politicians to act harshly against scrutinized firms and their industries. We use repeated congressional testimony by industry members as a novel way to identify political scrutiny. Our central finding is that scrutinized industries increase their advertising spending 132 percent more in the electorates of politicians overseeing the hearings than in the electorates of other politicians. Further, strategic advertising is complementary to income-decreasing accounting choices and a substitute for lobbying. Overall, our study sheds light on …

Make Fashion Circular: Extending Brand Loyalty By Extending The Life Of Garments, Madelyn Schillinger

Marketing Undergraduate Honors Theses

This research targets the fashion industry and its journey towards sustainability and circularity, specifically through the rise of clothing resale. It discusses the environmental impact of the overall fashion industry, as well as how secondhand shopping can offset the production of new items. This research also compares third party marketplaces with private, brand-operated resale platforms, exploring how each one benefits both the environment and consumers. Each resale model provides variety in user experiences, profits, and sustainability outcomes. These findings reveal that peer-to-peer platforms have helped normalize secondhand shopping, but brand resale initiatives have a greater control over sustainability and customer …

Creative Brief For Upkept, Angela Cheng

Marketing Undergraduate Honors Theses

The repair and alterations market is currently outdated and fragmented, despite the demand for repair services. Consumers are willing to spend money on repairs, but there isn’t currently a convenient solution that makes the process easy. Upkept is trying to change this market by offering a more modern, tech-enabled, online solution that makes garment repair simple and accessible. Instead of going to a tailor in person, the process is streamlined. The goal is to make clothing repair feel like an easy, everyday option rather than an expensive inconvenience. Helping consumers save time, be more sustainable, and get more value and …

Creative Brief For Upkept, Ashley A. Wheeler

Marketing Undergraduate Honors Theses

My thesis is a creative brief and pitch for the client Upkept along with an appendix. Upkept is a tech-enabled, affordable, sustainable, online repair and alterations service. The current market for the repair and alterations industry is fragmented and outdated. Consumers want a different solution like Upkept. Our goal was to help Upkept build trust, awareness, increase accessibility, and make repair feel easy, like an everyday option rather than an expensive inconvenience. Our three deliverables for the brand were partnerships with the university and influencers, in-person touchpoints, and expanded drop-off locations and lockers.

Behind The Game-Day Experience: Sports Marketing In Practice, Catherine S. Boyle

Marketing Undergraduate Honors Theses

This paper examines two internship experiences in sports marketing and athletics administration: one with the Houston Texans and one with the University of Arkansas Athletics Department. With the Texans, responsibilities included sponsorship activation, fan engagement at events such as the CONCACAF Gold Cup and Training Camp, and serving as a player care assistant for players' families. At Arkansas Athletics, work focused on NIL strategy, athlete profile development, basketball scouting, and managing a social media account dedicated to athlete branding. Both experiences made clear how much of sports marketing happens behind the scenes, and how much it depends on relationships.Working in …

Beautiful By Drew Advertising Campaign, Maddilyn R. Fairchild

Marketing Undergraduate Honors Theses

An Honors Thesis in partial fulfillment of the requirements for the degree Bachelor of Science in Business Administration in Marketing and Management-Organizational Leadership. This document includes a creative brief and pitch deck, presented to professionals from the Beautiful by Drew company. It is a comprehensive advertising campaign designed to reach Gen Z shoppers.

Shopper Marketing Thesis For Upkept, Chesney Cox

Marketing Undergraduate Honors Theses

This shopper marketing brand thesis focuses on Upkept, an online tailoring and alterations company based in Rogers, Arkansas. Using research gathered through in-depth interviews, empathy maps and user personas are created to better understand customer motivations, behaviors, and perceptions surrounding clothing repair. Based on these insights, three strategic deliverables, partnerships, in-person touchpoints, and expanded services, are designed to increase brand awareness and encourage a shift in target market attitudes toward clothing repair as a valuable, accessible, and sustainable solution.

Not Just A Drink: The Cultural Evolution Of A Beverage Turned Lifestyle And Its Adaption To Spain, Ava Axtell

Marketing Undergraduate Honors Theses

This research explores the rise of dirty soda in the United States and how a simple customizable beverage evolved into a cultural ritual shaped by social media, treat culture, and the lifestyle norms of the LDS community. It analyzes the cultural meaning behind Swig’s popularity, including how influencers and online aesthetics transformed the drink into a status symbol and daily indulgence. This study also compares U.S. and Spanish cultural values, including individualism, indulgence, and social rituals, to determine how Swig must adapt its product, branding, and store model for successful expansion into Spain. Findings reveal that while dirty soda thrives …

A Watched Blossom Seldom Blooms: Board Interlocks And Digital Business Model Innovation, Fangyi Liu, Jingtao Yi, Liang Chen

Research Collection Lee Kong Chian School Of Business

Digital business model innovation (DBMI) represents a critical yet challenging form of strategic adaptation for firms navigating modern technological changes. This study investigates how the directionality of board interlock ties—whether ties are sent or received—shapes a focal firm’s engagement in DBMI. Drawing on a coevolutionary stochastic actor-oriented model (SAOM) applied to a longitudinal dataset, our baseline results reveal an intriguing asymmetry: receiving ties exert a stronger influence on a focal firm’s DBMI than sending ties. To probe this divergence, we abductively unpack the underlying diffusion frictions spanning attention, interpretation, and validation. The results point to attention friction as the primary …

From Forbid To Reimagine: Employer Strategies For Responding To Candidate Genai Use In Assessment, Patrick D. Dunlop, Filip Lievens

Research Collection Lee Kong Chian School Of Business

In this reply to the commentaries by Mirowska (2025), Hickman (2025), and Holtrop and Bronzwaer (2026), we expand on our initial provocation article regarding the effects of candidate use of Generative AI (GenAI) in personnel selection (Lievens and Dunlop, 2025). First, we update the discussion by highlighting recent technological developments (agentic AI and AI-integrated wearables) that accelerate the threat of candidate GenAI use as a substitute for candidate effort. Second, we clarify and build upon our original arguments concerning the effects of candidate GenAI use on construct-related validity and subgroup differences, introducing the concept of “GenAI literacy” as a potential …

Expanding Links Between Work Values And Occupations: Development Of The Occupational Values Inventory (Ovi), Nicholas F. Heimpel, Kevin Hoff, Zihan Liu, Federick L. Oswald, James Rounds

Research Collection Lee Kong Chian School Of Business

This research developed the Occupational Values Inventory (OVI), a 30-item measure that expands the content coverage of work values by linking into a broad range of O*NET occupational descriptors, including Work Activities and Work Contexts, along with salary data from the Bureau of Labor Statistics. The OVI assesses 11 work values—Interpersonal, Outdoor, Physical, Leadership, Salary, Prestige, Variety, Interest, Work Hours, Knowledge Utilization, and Autonomy—providing an updated and refined coverage of work values relevant to people and occupations in the modern labor market. Study 1 (N = 768) developed and refined the OVI’s scales using conceptual and psychometric criteria, also reporting …

Leading Ai Adoption In Organizations: Introducing A Behavioral Human-Centered Approach, Shane Schweitzer, Devesh Narayan, Jack Mcguire, David De Cremer

Research Collection Lee Kong Chian School Of Business

Initiatives to implement AI technologies in organizations fail at an alarming rate. We argue that leading the adoption of AI is not a simple engineering exercise but rather represents a behavioral exercise where change management principles—the process by which organizations plan, implement, and embed changes in practices—are employed. However, many AI initiatives in business focus predominantly on the AI systems themselves, assuming humans will fall in line. To solve this, we integrate ideas from change management with scholarship on human-centered artificial intelligence to offer a behavioral approach that accounts for the impact of AI adoption on humans at all stages …

The Downside Of Generosity: How Rare Giving Fosters Stronger Social Connection, Minkwang Jang, Shereen J Chaudhry, Ayelet Fishbach

Research Collection Lee Kong Chian School Of Business

Giving serves not only to benefit others and society but also to foster social connections between givers and recipients. However, more giving is not necessarily merrier. This research finds that social connection depends not only on the act of giving but also on how many others receive the gesture from the same giver. Rare givers—those who give to fewer recipients—are perceived as more socially connected to each recipient than broad givers—those who give to many (the rare giving effect). This effect emerges across diverse contexts, including interpersonal gift exchanges in both new and existing relationships and corporate donations. As a …

Assessing The Viability Of Cryptocurrency As A Payment Method: A Consumer Perspective, Aadavan Dharumaiyan

Dissertations

The problem addressed in this study was the limited mainstream adoption of cryptocurrencies for daily retail transactions despite continued technological advancement and increasing institutional interest. The purpose of this qualitative study, grounded in Husserlian descriptive phenomenology, was to explore the perceptual and behavioral factors influencing this adoption gap. Participants were recruited using snowball sampling, resulting in eight participants divided into two cohorts: active cryptocurrency payment users (Cohort 1, n = 2) and cryptocurrency holders who did not use cryptocurrencies for payments (Cohort 2, n = 6). Data were analyzed using the Moustakas phenomenological approach to identify patterns in participant experiences. …

What Ai Can Tell Us About Society: Insights From Social Media Data, Amy Ehinomen Eremionkhale

Business Analytics Faculty Publications

AI can summarize how people feel.
But who decides what counts as “feeling”?

The lecture series brings in scholars to engage the wider university community in meaningful conversations. I am using that space to ask a question at the center of my work:

When AI tells us what society thinks, is it actually telling us the truth, or just what it has been trained to recognize as truth?

My talk, “What AI Can Tell Us About Society: Insights from Social Media Data,” leans directly into that tension.

I will break down how sentiment analysis works in practice, share insights from …

Examining The Lives And Experiences Of Mariachi Leadership In San Antonio, Texas: A Narrative Ethnographic Inquiry Using A Constructivist Lens, Baldemar Villarreal

Theses & Dissertations

Mariachi leaders carry far more than instruments. They carry history, community, identity, and the responsibility of sustaining a living tradition within a rapidly changing world. This study explores the experiences of three Mariachi leaders in San Antonio to understand how cultural heritage, leadership development, and entrepreneurial practice unfold within the pressures of the contemporary gig economy.

Guided by a constructivist narrative inquiry approach, the study draws on the view that meaning is created through experience, relationship, and reflection (Clandinin and Connelly, 2000; Polkinghorne, 1995). The narratives reveal leadership as a dynamic process shaped by migration, gender, innovation, and communal responsibility. …

The Impact Of Covid-19 On Hispanic-Owned Quick-Lube Facilities In South-Central Texas: A Qualitative Study, Eric A. Galindo

Theses & Dissertations

Research Focus. The COVID-19 pandemic triggered a significant crisis for the quick-lube sector in 2020 and 2021. As nationwide shutdowns were implemented, restrictions on social gatherings and non-essential businesses led to a sharp decline in customer foot traffic. This downturn severely impacted quick lube services, which primarily depend on in-person visits for oil changes and maintenance services. Many quick-lube establishments faced unprecedented challenges, including reduced revenue, layoffs, and even permanent closures. As a result, the pandemic highlighted not only the vulnerabilities of the quick-lube industry but also the broader challenges faced by small businesses nationwide. Most research conducted in the …

Bitcoin Options Risk-Reversal Predictability, Meng Hwee Neo

Dissertations and Theses Collection (Open Access)

This dissertation examines whether Bitcoin options risk-reversal (RR) spreads predict future Bitcoin returns, using daily Deribit data from April 2021 to December 2025 (1,723 observations).

In the primary 25-delta, 90-day specification, the RR coefficient is significant at the 1% level in a thirteen-variable baseline regression with Newey–West standard errors. Robustness tests across all available delta–tenor specifications show statistically significant RR coefficients in the majority of configurations, concentrating in the 30–180-day maturity band.

The butterfly spread (BF) also predicts returns. Both remain significant after controls are added: the RR t-statistic increases from 1.91 (univariate) to 3.73 (full baseline), and the BF …

The Impact Of Successor Differences In Family Businesses On Firm Performance: An Empirical Analysis Based On China Listed Company Data, Xulong Zhao

Dissertations and Theses Collection (Open Access)

Family businesses are an important pillar of global economic development. Currently, Chinese private enterprises are ushering in an unprecedented wave of intergenerational succession. At this critical historical juncture, "who" takes over and how the succession behavior affects firm performance have become core issues of common concern to academia and practice. Traditional principal-agent theory usually posits that introducing professional managers can break the limitations of family governance and improve corporate efficiency. However, Chinese family businesses are deeply rooted in specific institutional environments and cultural soils, where blood-based "relational trust" and socioemotional wealth (SEW) play irreplaceable roles in power transitions. Therefore, how …

Research On The Spatial Diffusion Process And Influencing Factors Of Traditional Chinese Medicine Brands: Evidence From Beijing Tong Ren Tang, Yuehua Shen

Dissertations and Theses Collection (Open Access)

Against the backdrop of the dual drivers of the revitalization and development of traditional Chinese medicine (TCM) and the rising demand for health-related consumption, the nationwide expansion of TCM chain brands has become a prominent issue of shared concern for both industry and policy circles. However, existing research largely treats cities as mutually independent units and overlooks the spatial externalities arising from geographic proximity. It also implicitly assumes that the driving factors remain stable over a brand's expansion life cycle. This makes it difficult to capture the dynamic evolution of the logic governing store expansion across different stages. Accordingly, this …

Factors Influencing Patient Recall For Follow-Up In The Multi-Stage Deployment Of Medical Intelligent Screening Systems, Wenjie Chen

Dissertations and Theses Collection (Open Access)

With the deep integration of artificial intelligence (AI) technology in the healthcare sector, intelligent screening systems have achieved significant breakthroughs in predictive accuracy; however, they commonly face a management challenge in clinical implementation: accurate early warnings but limited patient recall. To address this ineffective technological empowerment issue in practice, this study proposes a theoretical framework featuringbidirectional interactions between "technological empowerment" and"relational empowerment" based on empowerment theory to systematicallyinvestigate the dynamic evolution mechanisms and boundary conditions of patient recall willingness under multi-stage, cross-departmental deployment of medical intelligent screening systems. Using a leading municipal hospital as the primary experimental setting, the study …

Technological Strategy Paths, Dynamic Capability And Innovation Performance In Complex Product Industries: A Mechanism Study Based On China’S New Energy Vehicle Industry, Fan Zhang

Dissertations and Theses Collection (Open Access)

In recent years, the new energy vehicle (NEV) industry has developed rapidly, moving from electrification toward an intelligent phase characterized by software-defined vehicles. NEV firms pursue product and technological innovation through diverse strategic paths, including internal research and development, collaborative development, and platform-based development, yet their innovation performance varies. Most extant research focuses on the industry level, offering limited insight into how, at the firm level, different technological paths shape the innovation outcomes through firms’ dynamic capabilities. It still remains unclear whether and how these relationships among paths, capabilities, and innovation outcomes differ across technological domains.

This study adopts a …

The Seller Valuation Of Family Firm Exits: Socioemotional Wealth And Ceo Equity Ownership, Masahiro Nishii

Dissertations and Theses Collection (Open Access)

This study examines seller valuation in family-firm exit using the initial asking price from private M&A sales. In the sale of a family firm, it is known that seller valuation may go beyond financial value alone because owners often hold strong emotional attachments to the firm. However, it remains unclear whose judgment brings that non financial value into seller valuation and why this varies across types of family CEOs.

Drawing on socioemotional wealth theory, the study develops the mechanism at the CEO level. I argue that the anticipated SEW loss translates into seller valuation through the CEO’s judgment. When the …

From Catching Up To Surpassing—A Multi-Case Study Of Chinese Latecomer Technology Firms, Baohua Chen

Dissertations and Theses Collection (Open Access)

In recent years, a number of Chinese latecomer technology firms have grown rapidly and, in some cases, have even moved into leading positions in global competition. As global competition is being reshaped, technologies are evolving more rapidly, and traditional catch-up paths are becoming less viable, how these Chinese latecomer technology firms catch up with leading incumbents has become an important issue in strategic management research. Drawing on the theoretical lens of asymmetrical competition, resource orchestration, and dynamic capabilities, this study adopts an Eisenhardt-style multiple-case design to conduct a longitudinal comparative analysis of six firms—Insta360, Dreame, DJI, Unitree, Transsion, and Royole—and …

From Clicking To Committing: Psychological Distance And Persuasion In Online Animal Adoption Platforms To Enhance Shelter Visitation, David Goodweather

Graduate Theses and Dissertations (2019 - present)

Online animal shelter platforms have become a primary channel through which potential adopters view and evaluate adoptable animals, yet many users do not progress from online engagement to visiting a physical shelter. The dissertation examines how online pet viewing translates into intention to book a shelter visit by focusing on the roles of psychological distance and persuasive influence cues within a high-involvement decision context. Drawing on Construal Level Theory and persuasion research, a sequential process is proposed in which sustained interaction with pet profiles reduces distance-related abstraction, increasing receptivity to influence cues that facilitate movement from initial assessment to action. …

An Examination Of Student-Faculty Relationships As A Factor In Retention Of Students In The Department Of Agriculture, Macie C. Johnson

Electronic Theses and Dissertations

The purpose of this study was to discover the best approach in building academic relationships between students and faculty. Based on past research, student GPA, learning style, faculty relatability, and involvement were common factors in retention research. These factors contributed to the creation of statements used to analyze the best course of action in building academic relationships between students and faculty. Students and faculty in the Department of Agriculture at Stephen F. Austin State University were able to rank statements using a Quasi-Q-Sort. Results from the Quasi-Q-Sort were analyzed using cross-tabulation, descriptive statistics, Kendall’s W, and Mann-Whitney tests. Following these …

Rethinking Assessment Design: Using Microsoft Whiteboard For A More Visual Approach, Tara Campbell

Case studies: Digital Education

In the interest of move away from more traditional text-heavy reports, this assessment was created to support a visually engaging approach to brand development. Microsoft Whiteboard facilitated the collaboration of student teams within the one board from early brainstorming to the final brand creation. Based on fictional product details given in class, student groups acted as brand management teams tasked with creating a new brand. In weekly sessions, groups progressed through specific stages of brand development, and the whole assessment was built out on Microsoft whiteboard. The platform encouraged creativity and offered a novel, engaging way to explore the subject. …

Artificial Intelligence In Video Production, Jonathan Ringor

Theses

This project examines the role of artificial intelligence in video advertisement production and explores whether AI can help bridge the gap between everyday users and professional advertising. The project combined both creative production and audience research. To do this, three original AI-generated advertisements were created in distinct commercial formats: a pharmaceutical advertisement, a petcentered narrative commercial, and a lifestyle montage advertisement. After the advertisements were completed, audience response was measured through a survey of U.S.-based participants. Participants evaluated each advertisement on realism, emotional engagement, trustworthiness, polish, and authenticity. The results showed that the advertisements were not perceived equally. The pet …

Abigail Sarai: A Neuroaesthetic Approach To Fashion Brand Development, Abby Martos

Theses

This thesis project presents a comprehensive direct-to-consumer business plan for an independent women’s fashion brand, Abigail Sarai, strategically positioned around the commercial value of aesthetic design. The project is grounded in an interdisciplinary theoretical framework integrating neuroaesthetics and consumer behavior research. Existing literature demonstrates that visual principles such as symmetry, harmony, and proportion activate neural reward systems associated with pleasure, while consumer research identifies happiness and emotional well-being as central drivers of purchasing behavior. Building upon these findings, this project proposes that aesthetic beauty can function as a deliberate and measurable value proposition within fashion entrepreneurship. By aligning brand design …