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Factors that impact customer loyalty as examined in integrated marketing communications agencies
No full textIntegrated Marketing Communications (IMC) agencies report high customer turnover, making it difficult for them to retain customers in the B2B realm. Relationship Marketing Theory informs this study, which centers on IMC firm growth from market share. Market share is a result of customer loyalty. There are factors that IMC agency leaders, such as CEOs and CMOs, can leverage to strengthen customer loyalty, including satisfaction, trust, quality, value, habit, engagement, attachment, image, and reputation. This study examines these concepts collectively for the first time in any context; it also examines them specifically in the IMC agency context for the first time. This is done by collecting primary data from IMC-agency customers who are CEOs, CMOs, or other IMC agency decision-makers in for-profit firms, nonprofit organizations, and government agencies. These individuals hire IMC agencies to conduct research, develop and carry out strategies, and conduct evaluations to gauge impact—all for the client’s benefit in goal attainment. The study uses stepwise regression to determine what customer factors positively impact customer loyalty directly. It also determines what factor is the most impactful. This allows CEOs, CMOs, and other IMC agency decision-makers to ensure this factor is part of their strategy to retain customers, increase agencies’ market share, and ultimately grow their firms
0896: John F. Smith Collection, 1978-2017
No full textJohn F. Smith was a retired lieutenant colonel in the United States Army and former director of the Big Green Scholarship Foundation at Marshall University in Huntington, West Virginia.
The collection includes records of the Big Green Scholarship Foundation, research and papers of John F. Smith, and framed Marshall University basketball and football memorabilia
Digital identity negotiation: how international students balance home and host country ideals on social networking sites
No full textMinority groups, including people from lower socioeconomic backgrounds, various ethnicities or races, gender non-conforming individuals, and others who are not part of the societal majority, face daily challenges due to unequal access to digital technology. From elementary school through college, the gap between students with better access to digital tools and those without becomes evident in how these technologies are used in classrooms. International students, who may be a majority group in their home country, become part of a minority in their host country as they seek better educational opportunities. These technologies, such as social networking sites, often reflect the dominant culture and lifestyle of the host country, with algorithms constantly influenced by GPRS data. Such situations require international students to adapt. This study aims to explore how international students negotiate their online identities, balance values from their home and host countries on social networking sites, and how these platforms facilitate acculturation. The research will shed light on access to digital technology among minority groups and how international students strategically use social networking sites for identity negotiation. By reviewing literature on three key themes—digital ethnicity, inclusive technology design, and acculturation—the work seeks to examine the role of digital technology in international students\u27 cultural adaptation in the United States. Using qualitative respondent interviews, the study reveals how technology influences the acculturation process and how students navigate different cultural ideals between their home countries and the United States. I believe this will highlight the importance of equal access to technology for everyone, especially minority groups like international students who often rely on these tools for social, emotional, and academic support
Effects of in-stream large woody debris management on riparian salamander population dynamics
No full textThe addition of large woody debris (LWD) into streams is an increasingly common habitat restoration method used to support brook trout populations and other sensitive freshwater species. Wood jams create localized reductions of water velocity, increase organic matter retention, intensify overbank flows, and promote habitat heterogeneity. These changes enhance interaction between the floodplain and the stream which can influence forest habitat variables such as leaf litter, soil pH, moisture, and invertebrate abundance. Salamander demographics reflect the stability of these forest habitat variables, and population declines can be indicative of environmental disturbance, stress, or change. Evaluating how this trout-targeted management effects salamanders is increasingly important as amphibian populations are facing several challenges such as disease, habitat loss, and changing climate patterns. We quantified the effect of LWD management actions on terrestrial and aquatic-dwelling salamanders. To investigate the influence of LWD management on salamander abundance and species richness, we conducted terrestrial flip-and-search transect surveys and in-stream leaf litter bag sampling in two streams in the central Appalachian Mountains in the Monongahela National Forest, West Virginia. We hypothesized that salamander abundance and species richness would be higher in riparian regions of streams treated with LWD compared to stream regions not treated with LWD. Using data from the summers of 2024 and 2025, we used stacked N-mixture occupancy models and performed an ecological community analysis to evaluate the impact of LWD management on streamside salamander populations. The abundance of Eurycea bislineata, Desmognathus monticola, and Plethodon cinereus was significantly higher when LWD logjams were present. LWD management did not have a significant effect on overall species diversity. This research informs habitat managers on the broader impacts that LWD stream management has on riparian ecosystems, and specifically, on salamander abundance. Incorporating the potential long-term effects that this habitat restoration may have on salamander populations is ecologically significant, as amphibians are increasingly vulnerable to the impacts of climate change and emerging diseases. It is crucial that management strategies foster stable, resilient habitats that support overall biodiversity and provide support for at risk species
A review of \u3ci\u3eAndroctonus\u3c/i\u3e of Iran, with redescription of \u3ci\u3eA. crassicauda\u3c/i\u3e (Olivier, 1807) and \u3ci\u3eA. orientalis\u3c/i\u3e (Birula, 1900) stat. n., and descriptions of four new species (Scorpiones: Buthidae)
No full text20250910: Student GOvernment Association, 1929-1995
No full textThese items include materials from the Student Government Association at Marshall University from 1929-1995. Items were received sometime in the 1990s and include Constitutions, manuals, directories, SGA sessions, SGA sponsored programs, policies and standards for student activities, social calendars, handouts and petitions, Parents\u27 Weekend, and Student Court. Please download inventory for full list of contents
20250103: Sigma Alpha Epsilon, 2018-2024
Full text linkThese items include materials from an alumnus of the Sigma Alpha Epsilon organization at Marshall University from 2018-2024. Items were received in late 2024 from Austin Stewart. Please download the finding aid for a full list of contents
Exploiting Sub-GHz radio signals for unauthorized access: a garage door IoT case study
No full textOver the past several years, people\u27s interest in technology-driven home appliances like smart speakers, sensors, and other home automation systems like automatic garage door openers has notably risen. This rapid adoption of IoT-based home automation systems has introduced significant security risks due to vulnerabilities in the wireless communication protocols used in these systems. This thesis bridges a critical research gap by conducting the first comprehensive analysis of the rolling code protocol with KEELOQ encryption algorithm, integrating patent studies, industrial specification reviews, and open-source implementation audits followed by hardware-based experimental validation. While focused on garage door openers which are selected due to their critical role in residential security, where vulnerabilities could directly endanger personal safety, combined with their widespread adoption evidenced by a projected 5.42% market growth by 2028 [1], the findings generalize to all rolling code-dependent IoT devices with KEELOQ encryption algorithm, including industrial sensors and smart locks.
The urgency of this work is magnified by the rise of accessible hacking tools like the Flipper Zero which is an open-source, multi-function device capable of capturing and emulating Sub-GHz signals with minimal technical expertise. Its popularity underscores a pressing need to evaluate and fortify garage door opener security against unauthorized access attacks. This thesis specifically investigates vulnerabilities in rolling code implementations using KEELOQ encryption algorithm, where the Flipper Zero could intercept and replay communications. The aim is to identify vulnerabilities where Flipper Zero can intercept and emulate the communication signal, and to suggest solutions to mitigate or eliminate the risks associated with these vulnerabilities
Effect of regulator of G protein signaling 6 on cocaine, methamphetamine, and opioid seeking behavior
No full textStimulant use disorder is a significant health and social crisis. Psychosocial therapies are currently the standard of care for stimulant use disorder (SUD). Several prescription medications (serotonin-selective reuptake inhibitors, long-acting amphetamines, modafinil, and others.) have been used “off-label” to treat use disorder to cocaine, methamphetamine, and other stimulants. However, existing pharmacotherapies are associated with a high rate of relapse, and none of them have met the efficacy requirements necessary for FDA approval. Thus, there is a tremendous need for the identification of novel molecular targets and new pharmacotherapies for the treatment of use disorders of these stimulants. Previous work suggests that the regulator of G protein 6 (RGS6) may be involved in signaling pathways that lead to addiction. This study was performed using drugs such as cocaine, methamphetamine, and morphine, and we found that the knockout of RGS6 showed rewarding effects of cocaine, but there was no effect of methamphetamine and morphine. When cumulative dose-response tests were performed, we found that RGS6 knockdown enhanced the hypothermic effect in a sex-dependent manner