Business and Corporate Communications Commons^™

“I” Or “We” In Times Of Crises: Should Marketers Use Individualist Or Collectivist Language When Times Are Tough?, Milad Hour, Golshad Parsimoghadam, Ali Jamei

Journal of Applied Marketing Theory

During the pandemic, as people dealt with fatalities, lockdowns, and the psychological impact of reduced social interactions, some marketing messages still captured significant public attention. What was the key element contributing to the success of these communications during such challenging times? This study focuses on the role of collectivism as a stress-coping mechanism included within marketing communications. Analyzing approximately 56,000 brand-generated posts on Platform X, the research examines how the use of collectivist language (e.g., we, us, etc.) relates to message likability, particularly as the pandemic nears its peak. The findings reveal that collectivist terms are positively associated with the …

Consumer Insights About Restaurant And Bar Preferences, Griffin D. Burt, Richard Kaminski, Zachary Eckenrode

AMTP Proceedings 2025

This study looks at how bar-restaurants, especially in small towns in Central Pennsylvania, can use market research and targeted marketing to attract and keep customers in today’s competitive landscape. As the market becomes more saturated and customer preferences shift, it's clear that offering quality food alone isn’t enough. Instead, businesses need to focus on creating a full dining experience, which includes great service, a welcoming atmosphere, and personalized touches. Using PJs Tavern as a case study, this research explores customer preferences, demographic factors, and the role of social media platforms like TikTok, Instagram, and Facebook in driving customer engagement. By …

Exploring The Effect Of Logos With Animals, Can Trinh

AMTP Proceedings 2024

Even though the use of logos that feature animals is prevalent (e.g., Porsche, Lamborghini, Hollister), there is a scant number of empirical works that examine the effect of such logos on marketing outcomes. This research represents a pioneering attempt to address this critical theoretical gap. We propose that logos that feature animals (i.e., animal logos) can influence product perceptions. Empirical evidence from two studies supports our propositions. The findings provide meaningful implications for both theory and practice.

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.

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 …

Role Of Social Media On Travel Destination Decision-Making: Young American’S Motivation, Attitude, And Behavioral Intention, Wooyang Kim, Dale A. Cake, Hyun Sang An

AMTP Proceedings 2023

This study aims to examine how social media influences American Millennials’ and Gen Zers’ travel destination decision-making process in an integrative theoretical framework of the Uses and Gratification Theory and Theory of Reasoned Action. Young generations, who desire escapism and entertainment in order to relax through their everyday lives, are looking for value brought to their lives from vicarious out-of-routine experiences through social media, which engenders process gratification. This process evokes the desire to experience and explore the destination they viewed on social media, inducing vicarious pleasure that leads to affective responses toward the travel destination. Notably, a positive …

Comparing The Effects Of User Generated Video Reviews And Brand Generated Advertisements On Consumer Decisions On Youtube, Vaibhav Shwetangbhai Diwanji, Jaejin Lee

Journal of Applied Marketing Theory

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, …

Critical Thinking In The Age Of Misinformation: Information Literacy For Citizenship, Tamra Ortgies-Young, Jennfer Lobo Meeks, Barbara Robertson

Georgia International Conference on Information Literacy

As recent political events across the globe have shed a light on the fragility of democratic values, the role of the University in creating a framework for civic education becomes more urgent. Informed, caring and engaged citizenry must be a goal of higher education. Students currently face the emergence of faulty types of information - such as misinformation and disinformation, which undermines the notion of collective or public inquiry, not only within universities, but also within society as a whole. This challenge must be acknowledged and addressed by academic institutions.

Session presenters will provide an overview of their work, “Critical …

Cross-Border Acquisitions: A Country-Level Analysis, Jenny M. Heller

Honors College Theses

Country-level factors play an important role in the success or failure of cross-border acquisitions (i.e., acquisitions where the acquiring and target firms are in two different countries). If we are to understand and improve the success rates of these acquisitions, we must explore this issue in more depth. As globalization continues to emerge around the world, cross-border acquisitions have become a common way to enter a new foreign market. There is limited research available so far for these acquisitions on the country-level. Currently, cross-border acquisitions have failure rates of up to 70%. We analyze acquisition premium and use three dimensions …

Consumer Perceptions Of Podcast Advertising: Theater Of The Mind And Story Selling, M. Olguta (Olga) Vilceanu, Kristine Johnson, Alexis Burns

AMTP Proceedings 2021

COVID-19 has changed the ways in which people manage education, work, and entertainment. This study sought to identify the types of attitudes and behaviors which promote mutually rewarding connections between podcasts, audiences, and advertisers. Survey results underlined the utmost importance for the podcast advertising industry to connect and engage listeners, in order for the overall billion-dollar ad buys to have the desired effect. About two-thirds of the participants listen to 6 or more shows during an average week and prefer live-narrated ads where podcast hosts banter and tell convincing stories about their experiences with advertised products. Key findings indicate that …

Choice Architecture And Marketing Pre-Suasion: The Case Of The Motorcycle Industry, Stephen Lemay, Bethany Landis, Dave Mcmahon

AMTP Proceedings 2021

In this analysis, we examine the motorcycle industry in terms of Cialdini’s concept of Pre- Suasion. We use the chapter titles from the book to explore how these concepts could or should help the motorcycle industry adapt to shifts in its markets, shifts that are both demographic and cultural. In the process, we also explore ideas like product gentrification and choice architecture, ideas at the heart of the motorcycle marketing problem. We conclude that motorcycle promotions and messaging lack traction with younger buyers. We close with an extensive list of questions calling for further research.

Techy, Classy, And Social: Electric Vehicles And Brand Communication On Twitter, Marilena Olguta (Olga) Vilceanu, Kailey Bertelson, Rhianna Davis

AMTP Proceedings 2020

This study explored brand communication and audience engagement metrics for automakers selling electrified vehicle models in the U.S. The dataset included all Twitter communication from 27 major brand accounts during a one-year period (July 2018 through June 2019). Data analysis focused on communication volume, explicit saturation, and discourse clustering around key themes and variables. The study found abysmal amounts of EV-category explicit terminology for all brands, particularly so for U.S. accounts. Audience engagement was stronger for brands that pulled EVs into the lifestyle of their targets, than for brands pushing normative messages about environmental concerns.

Investigating The Effects Of Tax Cuts On Capital Expenditures As An Alternative To Restore The United States Economy From The Covid-19 Pandemic, Carlos M. Parodi

Honors College Theses

The Corona Virus has interrupted several years of strong economic expansion in the United States. In fact, it has disrupted the lives of every single person and organization in the world. After reaching its peak in mid-April, the rate of cases and related deaths has finally started to slow down. The U.S. Government passed three different pieces of legislation to address the effects of the virus. It is now considering legislation (referred to as Phase IV) to accelerate the return of the U.S. economy to its pre-pandemic level. Studies have shown that capital expenditures have been essential during periods of …

Parent/Guardian Experience: How Schools Can Improve The Parent Experience And How That Leads To Positive Outcomes., Wesley H. Walters

National Youth Advocacy & Resilience Conference

Parent/Guardian eXperience: How creating an awesome Parent/guardian experience can lead to increased parent participation, and how parent participation leads to success of the student & the overall success of the school. The goal of this presentation is to engage parents in their child’s school experience by building a genuine connection with the school and a positive parent experience.

Dynamic Logistics Enabled By Iot, Madeline K. Conner

Honors College Theses

The implementation of Internet of Things technology is becoming increasingly popular in the logistics industry due to its promise of valuable payoffs. The benefits will span across the entire logistics value chain, and benefits from IoT implementation will also impact areas such as operational efficiency, safety, security, and customer experience, while redesigning traditional business models. This report specifically focuses on creating a dynamic logistics system using the Internet of Things. The findings of this report focus on the associated cost savings between traditional logistics systems, and a daily dynamic model enabled by IoT technology. By applying IoT to logistics operations …