COBA Holds Annual Student Research Day

Some 50 Savannah State University (SSU) students presented their research findings at the recent 11th annual College of Business Administration (COBA) Student Research Day on the SSU campus. The annual live competition brings together teams of students who present their research on a variety of industry topics, intending to inform and devise a course of action that may improve productivity or improve the desired outcomes for a particular business or industry sector.

The topics covered during the competition ranged from investigating the complexities of mental health to the effects of airplane accidents on consumer behavior and developing news strategies for Airbnb.

“We believe that it is vital for all of our students to have strong research skills, said Michael Fronmueller, Dean of the COBA. Research is vital for operating a successful business. Researching and understanding your industry’s environment, your competitors and customers allows you to devise a successful business and marketing strategy. COBA students are exposed to research activities throughout their time with us, and that explains why they become successful colleagues and business leaders.”

The winners of the 2025 COBA Student Research Day received cash prizes of $300 for first place, $200 for second place and $100 for third place. This year’s winners were:

1st place
Derrin Davis and Caden Rogers – The Impact of Diversity, Equity, and Inclusion Rollbacks on Consumer Behavior in Marginalized Communities

2nd place
Hawa Sy, Zaela Primas, Marley Paschal, and Brianna Hansbro – Investigating the Complexities of Mental Health in College Students

3rd place
Robert Lewis, Suraya Gantt, Emmanuel Mgbahurike, and Sunzahra Banks – A Study of Consumers’ Purchase Intent on Nostalgic Brand Icons versus Innovated Brand Icons

“This annual event allows our students to take deep dives into different business topics and industries, analyze current trends and come up with business strategies that may improve productivity, revenue and other important business performance indicators,” said Inessa Korovyakovskaya, SSU associate professor and chair of the COBA Student Research Day. “Our COBA graduates who have participated in COBA Student Research Day aim high in their career aspirations. Some pursue doctorate degrees while others enjoy successful careers in a multitude of industries”.

This year, as in the past, research advisors and mentors were Dr. Dale A. Cake, assistant professor of marketing, Dr. Carmella Lennon-Hill, assistant professor of management, and Dr. Christopher G. Torrance, associate professor of management.

Serving as judges for the 2025 COBA Research Day were Dr. Arav Ouandlous, professor of economics, Dr. Yonpae Park, professor of accounting, Dr. Hadi Farhangi, associate professor of global logistics/international business and supply chain management, Bradley Lucas, accounting lecturer, and Frank Mendelson, lecturer of business communication and professional development.

The full list of topics and presenters at the 2025 COBA Student Research Day included:

• Investigating the Complexities of Mental Health in College Students
  Hawa Sy, Zaela Primas, Marley Paschal, & Brianna Hansbro
  Research Advisor and Mentor: Dr. Carmella Lennon-Hill
• The Impact of Remote Work on Employee Productivity
  Ryland Bartley, Anayah Cater, Saniyyah Singleton, & Deidre Smalls-Edwards
  Research Advisor and Mentor: Dr. Carmella Lennon-Hill
• The Impact of Diversity, Equity, and Inclusion Rollbacks on Consumer Behavior in Marginalized Communities
  Derrin Davis & Caden Rogers
  Research Advisor and Mentor: Dr. Carmella Lennon-Hill
• The Influence of Tragic Airplane Accidents on Consumer Behavior and Purchasing Decisions in The Commercial Airline Industry.
  Tiyana Lawrence, Suraya Gantt, Krystaline Jefferson, & James McGlaun
  Research Advisor and Mentor: Dr. Carmella Lennon-Hill
•  The Effect of Social Media Influencers Versus Spokespeople on Clothing Decision-Making
  Jasmine Jackson, Terrance Hunter, Kye Paschal, & Soleil Delince
  Research Advisor and Mentor: Dr. Dale A. Cake
• The Influence of Social Media on Consumer Purchasing Decisions: Distraction or Motivation? Ethan Charles, Chandler Hicks, & Hunter Bradshaw
  Research Advisor and Mentor: Dr. Dale A. Cake
• A Study of Consumers’ Purchase Intent on Nostalgic Brand Icons versus Innovated Brand Icons
  Robert Lewis, Suraya Gantt, Emmanuel Mgbahurike, & Sunzahra Banks
  Research Advisor and Mentor: Dr. Dale A. Cake
• Airbnb: Developing a New Strategic Path for the Future of Lodging
  Candace Bills, Camille Draine, Nia King, Tamia Menchaca, Nijah Respress, Evan Swindell, Tanelia Woodford
  Research Advisor and Mentor: Dr. Christopher G. Torrance
• Frontier Airlines: A Strategic Audit of America’s Fastest Growing Ultra Low-Cost Airline
  Juan Hernandez, Jared Mack, Nadia Qualls, Autumne Robinson, Tony Rountree, & Jada Schoolfield
  Research Advisor and Mentor: Dr. Christopher G. Torrance
•  An Improved Strategic Direction for MGM Resorts International: A Gamble Worth Taking
  Zaire Anderson, Michael Gibson, Saniya McCoy, T’oinne Pinckney, Licole Smith, & Kyra Williams
  Research Advisor and Mentor: Dr. Christopher G. Torrance