Advertising and Promotion Management Commons^™

3t Of Tech, Taste, And Transformation In Coffeepreneurship, Razinda Tasnim Abdul Rahim, Mohd Faizuddin Muhammad Zuki, Nur Syamilah Md Noor

International Conference on Business and Management Research (ICBMR)

The global coffee industry is rapidly transforming due to digitalization, evolving consumer preferences, and sustainability trends. Coffeepreneurship, blending entrepreneurial innovation with coffee culture, has emerged as a competitive business model. This study applies the 3T- Technology, Taste, and Transformation to assess digital innovation, consumer experience, and business adaptation in coffee entrepreneurship. Despite opportunities in digital transformation, coffeepreneurs face challenges such as market saturation, financial constraints, and regulatory barriers. Limited access to fintech solutions and supply chain inefficiencies further hinder scalability. This study addresses these gaps by analyzing how technology, branding, and financial literacy influence coffeepreneurs' long-term sustainability using the VRIO …

When Social Fundraising Is Active But Hard To Measure: Nonprofit Lessons From Social Media Roi Research, Dr. Blair W. Loveland

Journal of Nonprofit Innovation

This article examines a nonprofit measurement problem that appears when social media is used to support fundraising but the organization cannot clearly connect that activity to a measurable financial result. The article draws on a non-experimental quantitative survey of 106 participants in roles tied to marketing, sales, or revenue reporting. The findings showed that social media use was common, but visibility into spending, formal ROI tracking, and end-to-end attribution was often weak. Seventy percent of respondents who answered the spend question did not know their organization's annual social media spend, 59 percent of respondents who answered the ROI question said …

The Path To Impulse: A Cognitive-Affective-Conative Model Of Live E-Commerce Behaviour Across Southeast Asia, Any Urwatul Wusko, Aminullah Aminullah

The South East Asian Journal of Management

Research Aims: This study investigates how cognitive and affective mechanisms jointly shape impulse buying intentions in live e-commerce environments, using the Cognitive-Affective-Conative (CAC) model, with a focus on Southeast Asian consumers.

Design/Methodology/Approach: A quantitative, cross-sectional survey was conducted with 430 respondents from Indonesia, Malaysia, Thailand, Vietnam, and the Philippines. Data were gathered from participants with recent live-shopping experience on platforms such as TikTok Shop and Shopee Live. Structural Equation Modelling (SEM) using SmartPLS was employed to test the proposed relationships.

Research Findings: Perceived authenticity and interactivity significantly influence emotional arousal and fear of missing out, which in turn predicted impulse …

Judging A Book By Its Cover: Exploring Ethical Solutions For Marketing & Labeling Romance Novels With Illustrated Cover Art, Tricia Filbrun

Honors Projects

As social media platforms and subcommunities have driven massive sales for romance titles in the publishing industry, there has been an intense debate among literary communities, parents, and school administrators about whether the illustrated cover art style is appropriate. Some readers feel that these books are intentionally marketed towards a younger audience, and the sexually explicit nature of the content was not made clear, or labeled at all, before they read the book. This paper explores four likely marketing and labeling solutions that could be implemented to resolve this issue, and whether they are ethical by marketing and advertising standards, …

Platform Affordances, Produsage, And The Attention Economy: From Red (Taylor’S Version) To The Life Of A Showgirl, Angela Rose Asuncion

The Manuscript: Journal of Taylor Swift Studies

Social media platforms increasingly operate as infrastructures of visibility, shaping the conditions under which cultural content is produced, circulated, and recognised (van Dijck et al.; Nieborg and Poell). This article examines Taylor Swift’s Red (Taylor’s Version) and The Life of a Showgirl as two distinct visibility configurations emerging from the affordances and algorithmic logics of TikTok and Instagram. Drawing on platform studies (Abidin), celebrity theory (Dyer; Marshall; Marwick), and participatory culture and produsage (Jenkins; Bruns), the study employs a QCA-inspired configurational approach (Ragin) to analyse how clusters of affective cues, aesthetic strategies, parasocial signals, and circulation patterns generate contrasting visibility …

Americana Marketing Campaign, Shaela O'Keefe

Undergraduate Theses

Americana World Community Center has served as a beacon of hope and justice within the Louisville, Kentucky community for over 30 years. The nonprofit organization provides “holistic services to Louisville's refugee, immigrant and underserved population to build strong and healthy families, create a safe and supportive community and help every individual realize their potential” (Americana, 2024). Americana creates opportunities for families to thrive through “education, family support, youth achievement, and career & financial development” (Americana, 2024). To further Americana’s mission and assist immigrant families, the organization is currently undergoing the process of gathering narratives of Americana’s impact on their staff, …

Future = Ai + Database: Educator’S Perspective On Ai Usage Within K-12 Classrooms, Seung Ho Jeon

Create@State

The integration of Artificial Intelligence (AI) tools in education is generating both opportunities and governance for K-12 systems across the United States. Conducted in collaboration with the Arkansas Department of Higher Education, this study examines educators’ perspectives on AI use in classrooms across multiple Arkansas school districts. The purpose is to inform the development of policy and oversight frameworks at the state and district levels. Educators completed an IRB-approved survey evaluating AI across five domains: instructional and administrative benefits, classroom concerns and potential downsides, trust and ethical considerations, governance and oversight structures, and professional support and training needs. Responses were …

Ownership Duration In The U.S. Business Jet Market, Yuchen Hu

SACAD: Scholarly Activities

This study analyzes ownership duration in the U.S. business jet market using FAA registry data as of February 16, 2026 (N=12,359). The analysis reveals a structured distribution with a mean of 5.86 years and a median of 5.00 years. Crucially, retention varies by acquisition status: new aircraft owners exhibit an average hold of 7.36 years, whereas pre-owned aircraft holders show a significantly higher turnover of 5.11 years, with most resales occurring within a 3–7-year window. These findings suggest that ownership behavior is driven by structured asset management and lifecycle planning, providing a predictive framework for identifying aircraft replacement and trade-in …

Digital Touchpoints: Investigating Contact Page Accessibility And Visual Authenticity Within Medical Tourism Health Websites, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers, Sakshi Bhati, Himika Akram

Faculty Submissions

This study examines two critical digital touchpoints on medical tourism provider (MTP) websites: (1) the accessibility of contact pages which often function as entry points for inquiries, scheduling, and pre-travel coordination, and (2) the authenticity of visual imagery used to shape expectations about care environments, personnel, and technological capacity. A sample of 105 MTPs across all six World Health Organization regions were analyzed using quantitative web accessibility testing and qualitative visual analysis. Results indicate pervasive accessibility errors on contact-page touchpoints and extensive reliance on inauthentic imagery to depict patients, providers, and medical technologies. Together, these practices may distort user expectations …

Ceo Integrity's Influence On Firm Digital Orientation: How Cmos And Ad Intensity Drive Digital Orientation, Prachi B. Gala, Saim Kashmiri, Iason Koufodontis, Heather Morgan

Atlantic Marketing Association Proceedings

No abstract provided.

Unlocking The Potential Of Social Media And Networks: Meditation Practices, Terry Damron, Dr. Joseph Cangelosi

Atlantic Marketing Association Proceedings

No abstract provided.

Online Sexual And Reproductive Health Information: Consumer Dissemination On Social Media And Networks, Terry Damron, Joe Cangelosi

Atlantic Marketing Association Proceedings

No abstract provided.

Student Higher Education Experience Journey From High School To Career Transition: A Holistic Approach, Musa Pinar, Matthew T. Luth, Coleen Wilder

Atlantic Marketing Association Proceedings

No abstract provided.

Exploring The Impact Of Online Reviews Perceived Trustworthiness And Consumer Engagement On Buying Behaviors, Ronda Mariani, Heather Morgan

Atlantic Marketing Association Proceedings

No abstract provided.

The Evolving Impact Of The National Anthem Protest And Covid On High School Interest In Nfl Football: An Exploratory Investigation Of High School Student Interest In The 2021-2022 Super Bowl., George W. Stone

Atlantic Marketing Association Proceedings

No abstract provided.

Social Media Influencer Perceived Source Credibility Scale Validation And Consumer Attitudes Toward The Brand: An Exploratory Study In Urban India, James E. Stoddard, Christy M. Cook, Lubna Nafees

Atlantic Marketing Association Proceedings

No abstract provided.

A Proposed Model Of Predictors For Effective Celebrity Clickbait, Cynthia B. Hanson, Larry Lee Carter

Atlantic Marketing Association Proceedings

No abstract provided.

Generating Clicks: Display Advertising Within Social Media, Thomas Tanner, Ronda Mariani

Atlantic Marketing Association Proceedings

No abstract provided.

Can You Mix Emotions For Intensity & Intention?, Kirsten Passyn

Atlantic Marketing Association Proceedings

No abstract provided.

The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, W. Randy Clark, Trevor Golter

Atlantic Marketing Association Proceedings

No abstract provided.

Promote Nonprofit Businesses Through Generative Ai, Jianping Coco Huang, Mark J. Sciuchetti Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

Lgbt Inclusive Healthcare Advertising And Purchase Intention, Ilgim Benoit, Jeffrey Foreman

Atlantic Marketing Association Proceedings

No abstract provided.

Inclusive Marketing Campaigns: Building The Business And Social Cohesion, Yvette Lynne Bonaparte Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

Marketing The Future Of Radiology: How Ai Integration Enhances Diagnostic Precision And Streamlines Clinical Workflows, Monisha Gupta, Jordan -. Watts Ms, Alberto Coustasse Hencke Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

Does Fear, Regret, Or Both Best Drive Ad Intention?, Kirsten Passyn

Atlantic Marketing Association Proceedings

No abstract provided.

Small Value-Add Local Food Retailer’S Covid-19 And Post-Covid-19 Strategies, Timothy Schauer

Atlantic Marketing Association Proceedings

No abstract provided.

Face Presence In User-Generated Photos And Its Effect On Review Helpfulness, Anh Dang, Bridget Nichols, Mark Nichols

Atlantic Marketing Association Proceedings

No abstract provided.

You Won’T Believe What She Looks Like Now! Celebrity Clickbait And The Knowledge Gap, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

Convincing Consumers To Get Jabbed Through Health Message Framing, James Reardon, Joseph French, Mike Martin, Anita Radon

Atlantic Marketing Association Proceedings

No abstract provided.

Design And Implementation Of A Customer Retention And Voice Ai System For El Nopal, Brando Medina

Undergraduate Theses

This Honors Applied Thesis documents the design and implementation of a live Customer Retention and Voice AI System for El Nopal, a full-service restaurant, to improve customer follow-up, routine communication handling, and cross-channel engagement. The project was developed for El Nopal’s Tyler Center location on Taylorsville Road and focused on building a practical artifact rather than primarily evaluating long-term business outcomes. The completed v1 system consists of three modules: a Customer Retention System centered on a QR-based VIP rewards workflow, a Voice AI System for routine phone support, and a Cross-Channel Integration Layer that connects voice interactions to CRM-based SMS …