https://aurora.auburn.edu/handle/11200/44252 Fri, 10 Apr 2026 14:25:33 GMT 2026-04-10T14:25:33Z https://aurora.auburn.edu/handle/11200/50715 Intersection Ahead: The Discussion of Generative AI in Popular Press Versus Scholarly Works The release of ChatGPT has significantly impacted the way marketers engage with their current and potential customers. Our study explores how generative artificial intelligence (Gen AI) is discussed in the popular press as well as scholarly articles. Using a systematic approach, we conduct a review of the popular press literature for the first year Gen AI was widely adopted (2023) to identify pros, cons, and use cases of Gen AI, resulting in the four overarching themes of content creation and efficient personalization, operational optimization & data-driven efficiency, customer experience enhancements, and ethical concerns, trust, and regulations. Next, we examine scholarly works through a targeted literature review. Lastly, we synthesize our findings for each of our overarching themes. Overall, our research indicates that while Gen AI is a novel approach to reach customers, the technology needs to be used with caution and care in order to preserve authenticity and minimize fear and skepticism. https://aurora.auburn.edu/handle/11200/50715 https://aurora.auburn.edu/handle/11200/50009 Why does ethical leadership matter? Exploration and future direction for sales research The purpose of this study is to gain a better understanding of the relationship between ethical leadership and an employee’s work-related attitudes about, and behaviors for, their company. Using social learning theory, the authors examine how a manager’s ethical leadership influences the relationship between an employee’s job satisfaction and organizational commitment. This research uses structural equation modeling (SEM) to investigate the direct and moderated relationships among these variables using data from 250-employees working in United States-based companies. Results suggest that an employee’s perceptions of ethical leadership moderate the relationship between their job satisfaction and organizational commitment. Implications for managers and directions for future research are provided. https://aurora.auburn.edu/handle/11200/50009 https://aurora.auburn.edu/handle/11200/50008 Examining Audience Reaction to B2B Content Marketing Delivered via Social Media Social media provide multiple platforms and tactics to reach business-to-business (B2B) audiences with content they may rely upon to make purchasing decisions. But while content marketing has drawn some academic interest over the past decade, particularly in the field of media effects where audience reactions are studied with traditional theoretical frameworks, there is very little scholarly research examining how content marketing in social media influences audiences, particularly with regard to purchase decisions. In the highly competitive B2B marketing space, where those making purchasing decisions must be well informed and expect brands to provide content to that end, audience reaction and tactics are especially valuable to understand. https://aurora.auburn.edu/handle/11200/50008 https://aurora.auburn.edu/handle/11200/49990 Ethical Leadership and Salesperson Job Performance: The Impact of Remote Supervision Remote salespeople are moving away from in-person interactions and toward using technology to keep in contact with their supervisors. There are ethical perspectives that should be considered in a remote work environment. While literature surrounding social learning theory has explored the degree to which behaviors can be acquired by observing and imitating others, there has been little focus on whether salespeople can emulate ethical leadership behavior when they work in a different location from their supervisor. This manuscript proposes a study that examines how remote supervision impacts the relationship between the affective organizational commitment of the salesperson and job performance. https://aurora.auburn.edu/handle/11200/49990