Business Commons^™

A Parsimonious Model Of Social Crm And Reciprocal Social Media Behaviors Among Colombian Consumers, Ainsworth Anthony Bailey Phd, Carolyn M. Bonifield Phd, Juliana Villegas Phd, Alejandro Arias Phd

AMTP Proceedings 2026

The current study explored Colombian consumers interactions and engagement with marketers on social media and the outcome of those interactions and engagement. In particular, the study explored the impact of marketers' support for social media interactions on perceived social customer relationship marketing (SCRM) commitment and consumer satisfaction, as well as their impact on eWOM and consumer social media engagement. The study's model had social exchange theory, commitment-trust theory of relationship marketing, and the S-O-R framework as theoretical underpinnings. Data to test the model's nine (9) hypotheses were collected by survey from among Colombian consumers. Analysis showed support for eight of …

The Psychology Of Acquisition, Consumption, And Disposition Of Clothing Among Consumers, Kamila Muratkyzy Buckle, Trang Phuc Tran

AMTP Proceedings 2026

This qualitative analysis investigates consumer behavior in the clothing industry, highlighting the importance of qualitative data in informing retail strategies and gaining a deeper understanding of the complex motivations and emotional connections consumers maintain with fashion brands. The analysis explores a variety of values that impact clothing acquisition, including affordability, quality, and ethical considerations, while investigating the influence of social media on consumer brand loyalty and purchase motivations. Through focus groups, interviews, and social media analysis, this research project emphasizes how retail brands can implement consumer insight to improve engagement. The results enrich the understanding of consumer behavior and provide …

Fashion, Function, And Identity: Generation Z College Students’ Athletic Merchandise Preferences, Michelle L. Childs, Robin Hardin

AMTP Proceedings 2026

Generation Z consumers use apparel to communicate both group affiliation and individuality, yet limited research has examined whether preferences for university athletic merchandise differ by gender. This study investigates how Generation Z college students evaluate official branding, fashion, and uniqueness in athletic apparel. Survey data were collected from 777 students at a large NCAA Division I university. Exploratory factor analysis identified three reliable dimensions: official merchandise style, fashion, and uniqueness. ANOVA results indicated no significant gender differences in preferences for official merchandise or uniqueness. However, male students reported significantly stronger interest in fashionable and trend-forward merchandise than female students, challenging …

Experiential Learning In Marketing Education: Student Reflections In A Client Based Project, Samit Chakravorti

AMTP Proceedings 2026

This paper explores student experience with a client based project in an upper division marketing class and its impact on development of work readiness skills, learning and satisfaction with the course. The client was a local small business food cooperative. Student reflection papers submitted at the end of the project were content analyzed based on preset categories to understand the impact of the project on the outcome variables. Analysis shows that for most students the project was interesting, relevant but challenging, increased their satisfaction and enjoyment of the course, and positively impacted learning of profession specific and foundational work ready …

Skincare Influencer’S Effects On Skincare Consumers’ Perceptions On Tiktok Shop, Abigail Choi

AMTP Proceedings 2026

This study examined how TikTok influencers affect skincare consumers’ perceptions of TikTok Shop advertisements, focusing on the presence of a skincare irritation warning and a TikTok Shop link. It analyzed their effects on purchase intention, credibility, confidence, and likelihood of recommendation. 194 female participants aged 18–30 were recruited through CloudResearch and surveyed via Qualtrics. Each participant was randomly assigned to one of four TikTok-style skincare advertisements that featured the same product but varied by the presence of a TikTok Shop link and/or a skincare irritation warning. Results showed that the advertisement without a TikTok Shop link but with a skincare …

The Impact Of Temporal Location On Persuasiveness, Ruiqi Dong, Yanliu Huang

AMTP Proceedings 2026

Driven by the popularity of online shopping and social media platforms, consumers’ purchase decisions are significantly influenced by reviews from other consumers. When sharing product experiences, reviewers may focus on the past or the future. However, it remains unclear how the temporal focus of reviews affects their persuasiveness. In this research, we propose that consumers are more likely to be persuaded by past-focused (vs. future-focused) reviews. This effect is explained by perceived expertise. Four studies provide convergent evidence supporting our hypotheses. This research contributes to the literature on word-of-mouth, consumer expertise, and temporal framing.

Influencer Effect? An Examination Of Dunkin’ And Tarte’S Use Of Influencers, Amanda D. Damiano Ph.D., Wenjing Xie Ph.D.

AMTP Proceedings 2026

The purpose of this project was to understand public perceptions of brands using influencers. The brands Dunkin’ and Tarte Cosmetics served as case studies for this study. A mixed-methods approach was undertaken. Specifically, social media listening in the form of a content analysis was conducted. That was then followed by an online survey of students from a medium-sized university in the northeast. A number of factors were measured related to participants’ stated brand and influencer effectiveness on social media in general, as well as specific to Dunkin’ and Tarte. Additionally, participant demographic factors were measured in accordance with their stated …

What Graduates See And What Employers Pay; Reconciling Salary Reporting And Total Compensation In Sales And Marketing, John Ertel, George Talbert Jr.

AMTP Proceedings 2026

College students frequently rely on university career centers for salary information when evaluating early-career opportunities. In sales, however, reported compensation figures often reflect base pay only and exclude performance-based earnings such as commissions and bonuses. This study uses a single-university case study to examine whether university-reported salary data for sales roles accurately represents total compensation. Institutional career center reports and national salary projections were compared with insights from employers, sales professionals, and recent graduates. Findings indicate that performance-based compensation constitutes a substantial portion of total earnings in sales roles but is frequently omitted from reported figures, leading to systematic understatement …

Pet Foodies: Trait Extension From People To Pets, Richard Flight, Cole Cline

AMTP Proceedings 2026

We propose and empirically examine a Pet Foodie trait—a measurable extension of human foodie identity into pet food consumption. Pet Foodies are theorized to show elevated enjoyment/interest, resource investment, and knowledge regarding pet nutrition and food features. Recognizing the accelerating humanization of pets, we examine whether Pet Foodies can be reliably assessed, how they relate to animal bonding and human foodie identity, and whether they respond differently to pet-food advertising.

Ai Fosters Customer Co-Creation For Solo Entrepreneurs Operating Under Resource Constraints, Kamrunnahar Happy, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2026

A growing trend in the modern labor market is solo entrepreneurship or self-employment without employees. Advances in technology and the changing nature of socio-economic environments are reshaping the working environments and creating a new form of employment. (Cieślik & van Stel, 2023). This trend is particularly evident in the United States, where 5.2 million applicants filed for new businesses in 2024, with more than 80% of businesses operating without employees (Melhorn et al., 2024). Solo entrepreneurs can offer both financial and non-financial advantages. It is estimated that solo entrepreneurs earn 6.7% more than traditional employees doing a salary or wage-based …

Consumer Adoption Of Cultivated Meat: A Multi-Value Perspective Using Empirical And Synthetic Data, Wei Fu

AMTP Proceedings 2026

The global demand for meat is projected to rise by more than 70% by 2050, creating pressure on natural resources and worsening environmental challenges. Cultivated meat, produced by growing animal cells in controlled environments, offers a sustainable alternative to conventional livestock farming; however, consumers acceptance remains uncertain. This study applies the Theory of Consumption Values (Sheth, Newman, & Gross, 1991) to examine how multidimensional consumption values influence consumer’s sustainable evaluation of cultivated meat. Using both empirical survey data from U.S. consumers and a synthetic dataset generated with the same instrument, the results show that functional value (food quality), social value …

Customer-Centricity In The Financial Services Sector: A Preliminary Look, Rhea Ingram, Katie H. Whetstone

AMTP Proceedings 2026

Financial institutions are under scrutiny as they work to rebuild consumer trust following the financial crisis. One effective approach for these organizations is to adopt a customer-centric strategy. Research indicates that businesses with a strong focus on customer-centricity tend to earn, on average, 60% higher profits than their competitors (Deloitte, 2017). While genuinely customer-centric companies are relatively rare, many organizations are in the process of transforming into a customer-centric model. This paper offers a preliminary examination of the rhetoric used by financial institutions, suggesting some progress in their customer-centric approach.

Craft, Connection, And Code: Consumer Culture In The Age Of Intelligent Technology, Monisha Gupta Dr, Elizabeth C. Alexander

AMTP Proceedings 2026

Contemporary consumption is increasingly characterized by a paradoxical convergence of technological acceleration and cultural re-materialization. Intelligent technologies—artificial intelligence (AI), algorithmic personalization, automation, and data-driven platforms—now structure how consumers search, evaluate, and engage with markets. At the same time, there has been a visible resurgence of interest in craft, making, and effortful consumption practices, including knitting, pottery, woodworking, home fermentation, and other forms of manual production. These practices emphasize tactile engagement, skill acquisition, time investment, and embodied knowledge, standing in apparent contrast to the frictionless efficiency promoted by intelligent systems

Analyzing Big Data-Ai's Impact On Product Innovation And Customer Engagement, Omar Itani, Samer Elhajjar, Ashish Kalra Dr, Manal Yunis Dr.

AMTP Proceedings 2026

In contemporary business landscapes, an organization's capacity to deliver groundbreaking innovative products and foster deep, meaningful engagement with its customers stands as the paramount objective of modern strategic practices. This dual focus not only drives sustainable growth but also fortifies competitive positioning in hyper-competitive markets. Yet, despite the extensive empirical evidence highlighting the transformative benefits of innovation—such as enhanced market share and profitability—and customer engagement—evidenced by loyalty, advocacy, and repeat business—the pivotal role of big data-artificial intelligence (BD-AI) technologies remains strikingly underexplored. In particular, scant attention has been paid to how BD-AI training equips firms to harness these tools effectively …

Bias In Generative Ai: Amplified Stereotypes And Their Impact On Decision-Making, Jaymo Kim, Mi Zhou, Vibhanshu Abhishek, Tim Derdenger, Kannan Srinivasan

AMTP Proceedings 2026

This study examines bias in generative AI through an analysis of approximately 8,000 occupational portraits created by Midjourney, Stable Diffusion, and DALL·E 2. We document significant underrepresentation of women and Black individuals compared to real-world benchmarks. The research identifies two primary manifestations of bias: systematic gender and racial disparities, and subtle biases in facial expressions that influence perceptions of competence and trustworthiness. Through an iterative "Creative Lab" involving a fictional brand, we employ a three-phase experimental design to test whether AI disclosure labels—as proposed in the AI Disclosure Act of 2023—can mitigate the impact of these biases on consumer evaluations. …

Managed Service Providers As Strategic Partners: Reframing Outsourcing Through Relational Governance And Dynamic Capabilities, Melissa N. King, Douglas Johansen

AMTP Proceedings 2026

This conceptual paper examines the strategic role of Managed Service Providers (MSPs) in the context of buyer-supplier relationships, and how MSPs create value for customers by enabling dynamic capabilities, relational governance, and organizational learning. Drawing from institutional theory, the resource-based view, and relationship marketing, the paper synthesizes literature on the supply chain’s evolution from transactional cost savings to strategic partnerships. It highlights how service providers such as MSPs, facilitate capability transfer, adaptability, and institutional alignment. This perspective is particularly salient in the post-2020 environment, where pandemic-related supply chain disruptions, renewed trade protectionism, and geopolitical fragmentation have challenged traditional assumptions underlying …

Understanding The Life Satisfaction Gap In Political Consumerism: Buycotting Vs. Boycotting, Neleen S. Leslie-Piper, La Toya M. Russell

AMTP Proceedings 2026

Drawing on approach–avoidance motivation, regulatory focus, warm-glow reward, and self-determination theory, this study examines whether political consumerism, specifically boycotting and buycotting, is associated with life satisfaction in environmental and social issue contexts. Using survey data from Prosper Insights, we compare life satisfaction across buycotters, boycotters, and indifferent consumers and examine how Big Five personality traits and demographics moderate these relationships. We predict higher life satisfaction among buycotters than boycotters, and anticipate a moderating effect of personality traits. Our findings advance marketing theory and practice by linking political consumerism to consumer well-being.

Transactional Platforms Under Goal Duality: Managing Tensions With Coordination Strategies, Nikolina Koporcic, Vesna Damnjanovic, Johan Frishammar, Vinit Parida

AMTP Proceedings 2026

While traditional transaction platforms like Airbnb emphasize economic value creation, some emerging platforms increasingly strive to pursue both economic and social goals. Balancing these dual goals creates tensions, especially in resource-constrained contexts, requiring innovative coordination strategies. Drawing on collective action theory and platform literature, we investigate how four start-up platforms pursuing dual goals manage these tensions. Using case study data from 64 interviews and extensive secondary sources, we identify six core tensions related to mission, user inclusion, scalability, operational control, community engagement, and stakeholder communication. We demonstrate how three key coordination strategies—framing, convening, and multivocality—help alleviate these tensions. Our study …

Dark Sides Of Financial Inclusion: Examining The Buy Now, Pay Later Industry, Neleen S. Leslie-Piper, Ficawoyi Donou-Adonsou, Tina Facca-Miess

AMTP Proceedings 2026

Drawing on mental accounting and dual-process frameworks, this study investigates the relationship between Buy Now Pay Later (BNPL) usage, consumer financial well-being and life satisfaction.  Using survey data from a national sample of over 5,000 American consumers, we employ structural equation modeling to analyze the associations between BNPL usage and social media buy-now-button usage, splurge purchasing, luxury brand purchasing, debt accumulation, financial security, and consumer life satisfaction.

Our results indicate that frequent BNPL usage is a significant predictor of increased social media-driven purchases and luxury consumption, as well as higher levels of revolving credit card debt. These behaviors are associated …

Consumer Insights About Wood Pellets And The Heating Industry, Marlana Krug, Camille Gagnon, Harrison Synder, Ashton Rounsley

AMTP Proceedings 2026

This study investigates consumer purchasing behaviors and decisions within the wood pellet and heating industry with a focus on Central Pennsylvania. Research examined the decisions behind heating sources, pellet retailers, and pellet vendors. These findings are focused on understanding the purchasing habits of consumers, preferred retailers, and other considerations that influence pellet choice. Gaining an understanding of these purchasing choices and heating options is essential for improving marketing strategies. The Customer Engagement Theory served as the theoretical framework for this research, while the survey used quantitative questions to conduct and gather data on household decision-making.  Overall, the findings highlight the …

See Lower Price In Cart: Impact Of Consumer Knowledge On Price Obfuscation Strategies, Negin Malaki, Sajeesh Sajeesh

AMTP Proceedings 2026

This paper studies a price obfuscation strategy in which firms display pricing cues but conceal final prices, requiring consumers to take an additional step, such as adding a product to a cart, to observe the actual price. We develop a two-period analytical model with two competing firms that differ in their price disclosure strategies. Consumers are heterogeneous: knowledgeable consumers can infer prices from pricing cues, while ignorant consumers must incur search costs to obtain price information. Firms compete under four possible strategic scenarios depending on whether prices are revealed. The results show that when search and mismatch costs are low, …

A Labor Market Unleashed: College Football Labor Substitution In The Transfer Portal Era, Adrian M. Simion, Jeremy M. Losak, Catalina Bush

Sport Management - All Scholarship

College football's labor market has been transformed by litigation-driven regulatory change eliminating long-standing mobility restrictions. Central to this transformation is a new roster construction dilemma — whether to acquire experienced collegiate talent through the transfer portal or invest in traditional high school recruiting. Using a fixed effects panel of 127 Football Bowl Subdivision programs across six recruiting cycles (2019–2024), we examine whether schools substitute transfers for high school recruits. Three findings emerge. First, portal activity is associated with reduced three-star recruiting but no relationship with four-star or five-star prospects, with substitution driven by quantity rather than quality. Second, substitution is …

Exploring Tiktok Shop And The Correlation It Has With The Gen Z Consumers: Consumers Purchase Decisions Within The Beauty And Personal Care Product Category, Ciara A. Lewis, Richard Waters, Russell B. Clayton, Jaejin Lee

AMTP Proceedings 2026

The purpose of this paper is to understand the correlation between Gen Z consumers’ perceived level of attractiveness, credibility, trustworthiness, and relatability of a TikTok influencer and their intention to purchase beauty and personal care products from TikTok Shop. A quantitative research method was applied, using an online survey to gather data from 154 students between the ages of 18 and 27 from Florida State University. Pearson correlation analyses were used to investigate five hypotheses and one research question. Results indicated that credibility was the strongest correlation with behavioral intentions to purchase beauty and personal care products. There was a …

2026 Gsba Conference Abstracts

Global Sport Business Journal

Conference abstracts from the 2026 GSBA Conference "Ideas in Motion"

Book Review - Inventing For Sports, Ryan Rodenberg, Vito Tonejc

Global Sport Business Journal

The editors of Inventing for Sports—Eric S. Hintz & Arthur A. Daemmrich—have successfully connected sports with advances in technology, science, and medicine via the inventions making athletic pursuits better and more accessible. Hintz and Daemmrich have also provided great lessons in entrepreneurship, with a bundle of case studies covering inventions such as sports drinks, oversized tennis racquets, and streamlined swimwear.  The editors detail how people came up with inventions while trying to solve a particular problem or challenge in their sport of choice.  Throughout the book, the two main themes are how athletes can gain a competitive edge with their …

Ethical Issues Of The Advancement Of Artificial Intelligence, Primo G. Moreno

Augustana Center for the Study of Ethics Essay Contest

Artificial intelligence has rapidly become integrated into our modern society, allowing for new streamlined methods to reign supreme. These methods raise concerns about control, privacy, and the shifting boundaries between human and machine decision-making. This paper examines how AI has developed, how it is currently being used, and the ethical dilemmas that arise as societies integrate it into systems such as healthcare, law enforcement, and businesses. Through the expansion of historical, technical, and philosophical perspectives, this paper argues that society must prioritize having set guidelines and systems for monitoring newly created AI systems. Without them, the implementation of AI models …

Kawasaki Strategic Analysis, Felicity Thompson

Honors Theses

Kawasaki Heavy Industries is a global manufacturing and engineering company that operates across  multiple industrial sectors, including aerospace, energy systems, railways, robotics, marine  engineering, and powersports. Kawasaki is structured around engineering capabilities and  large-scale industrial production, allowing it to develop innovative technologies and integrated  systems used in domestic and international markets. In FY2025, Kawasaki generated over 2,340  billion yen in annual revenue, showing its scale as a diversified industrial conglomerate. 

Kawasaki Heavy Industries operates in multiple business units that focus on different industries,  but are connected through shared engineering knowledge, research and development, and production  systems. This structure allows Kawasaki …

Gsbj Editor's Note

Global Sport Business Journal

Editor's Note for Volume 11 (2026)

Book Review - The Fast Track, Darlene A. Kluka

Global Sport Business Journal

This review examines The Fast Track by Jane McManus, a timely analysis of the commercial rise of women’s sport in the United States. McManus challenges the persistent narrative of low consumer demand, reframing it as a consequence of historical underinvestment and limited infrastructure. Drawing on industry data, stakeholder interviews, and economic analysis, the book highlights key growth drivers, including media rights, sponsorship alignment, and athlete-led digital visibility. It also situates these developments within broader social and political contexts, addressing issues of equity, representation, and governance. While primarily U.S.-focused, the book offers a compelling market diagnosis and underscores women’s sport as …

Columnas: The Honors Program Newsletter At Bentley University, Amanda Li, Wilson Jan, Michael Raphael, Alexandra Rieckehoff, Karina Wu, Michael Shehata, Nilufar Noorian, Eloise Weintraub

Honors Program

INSIDE THE MODERN WORLD

Page 2: Stepping Out by Amanda Li

Page 3: Inside the Corporate Slop Bowl by Wilson Jan

Page 4: The Silencing: An Evaluation of the Global Attacks on the Right to Protest by Michael Raphael

THE SOUND OF CHANGE

Page 5: The Social, Cultural, and Economic Impact of Bad Bunny by Alexandra Rieckehoff

Page 6: Streaming Changed Music, But Is It Fair to Artists? by Karina Wu

Page 7: Feeling the Music: How Haptic Wearables Are Changing the Way We Experience Sound by Michael Shehata

SHIFTING SYSTEMS

Page 8: The Story Behind Davos, One of the …