Social and Behavioral Sciences Commons^™

The Role Of Storytelling In Digital Brand Marketing: A Case Study Of Tennessee Hills Distillery And Brewstillery, Cassidy Blackwell

Undergraduate Honors Theses

This study evaluates the impacts of brand storytelling on customers of a craft brewery and distillery in East Tennessee. Brand storytelling is well researched, but has not been applied to niche sectors and customer response. The study consisted of a 15-question survey distributed to customers of Tennessee Hills Distillery and Brewstillery (TN Hills), and received 139 responses. The results were that despite a seeming trend of lack of engagement with the business, respondents value brand stories and can identify unique brand characteristics. Respondents’ answers reflected a personal connection with TN Hills, and connected the brand to grander ideals like the …

The Influence Of Social Media On The Tourism Industry: A Content Analysis Of Culinary Tourism Brands Via Instagram, Angela White

Electronic Theses and Dissertations

The tourism industry in the United States is constantly changing and being influenced by social media, specifically Instagram. Culinary brands use Instagram to advertise their restaurants and dishes in a creative, visual way. As a result, Instagram is now being used as a tool by tourists and both potential and current customers to share their dining experiences and find these locations based on the visual appeal. This study provides a content analysis of Instagram account information and photo composition within eight popular culinary tourism destinations by examining the strategies used by the accounts. 50 randomly selected photos were used from …

Examining The Current Role Of Out-Of-State Buyers In The Tri-Cities Within The Confines Of Residential Real Estate, Paul Arrowood

Undergraduate Honors Theses

We are seeing an influx of out-of-state buyers into Tennessee, and the Tri-Cities area specifically. As a major emerging housing market in the US, the Tri-Cities is being inundated by people from all states and walks of life seeking a better life in Appalachia. Although the reasons vary by person, many agree that political alignment, taxation levels, and the quietness of this area lends itself to population growth. While most members of the housing industry have noticed this uptick in out-of-state buyers, few have taken the time to analyze their own records or review the empirical evidence that is present …

Trends In Advertising: How The Rise In Artificial Intelligence May Influence The Field Of Content Strategy, Joel Eaton

Electronic Theses and Dissertations

Whereas prior research on artificial intelligence has dealt with automation in fields like medicine, engineering, and computer science, this research study seeks to answer the question, “To what extent can AI be creative in the context of content strategy?” To answer this, this study employs content analysis using 16 online news and blog articles from primarily marketing organizations to identify and explain key variables surrounding the relationship between the computer and the creative professional. This study has found that the core belief that AI will play the future role of creative assistant in the context of content strategy is shared …

Exploring The Relationships Between Collegiate Sport Coaches’ Creative Productivity And Factors Of Creative Potential, Sean Flanders

Electronic Theses and Dissertations

Sport coaches are perceived as problem solvers who engage in creativity to handle the spontaneity of competitive activity and generate winning results. However, while creativity in athletes has been researched, little has been investigated regarding coaches. Therefore, the purpose of this study was to examine different aspects of creativity – person, process, press, and product – among collegiate team sport coaches in the United States. Specifically, how personality traits, ideational fluency, remote association ability, years of coaching experience, and work climate related to creative product impact and frequency. A modified creativity personality test was found to be positively …

Employer Perceptions About Addiction Recovery And Hiring Decisions, Haley Henderson, Joseph Barnet, Valerie Hoots, Andrea Clements

Undergraduate Honors Theses

Drug and alcohol addiction is a nationwide epidemic with an increasing number of Americans being affected. Individuals who seek treatment for their addiction often face barriers, such as costs, waiting time, and available support, and those who are able to receive treatment are likely to experience or anticipate stigma from others. Existing literature has found that many employers have negative perceptions of individuals in addiction recovery. However, there is limited research that has analyzed whether these negative perceptions affect hiring decisions. We predicted that employers would have negative perceptions of those in recovery, would be less likely to hire individuals …

In Search Of Work-Life Balance: Organizational And Economic Challenges Confronting Women In Banking And Management Consulting Firms In Southwest Nigeria, Oluwafisayo Ogundoro

Electronic Theses and Dissertations

Married women in the banking and management consulting firms in Nigeria encounter challenges that affect their commitment to their families while working long hours in demanding jobs. This study explores the challenges married women encounter and the impacts they have on women’s family lives, social lives, and health. I analyze primary and secondary sources to understand how organizational work culture such as long working hours, work competitiveness, and Nigeria’s unstable economy negatively affect the work-life balance of married women in banking and management consulting firms. Although participants shared the belief that their workplaces practiced “equality,” their descriptions of daily life …

Sensemaking In The Process Of Inquiry: A Qualitative Case Study Of A Networked Improvement Community, Bethany Fillers

Electronic Theses and Dissertations

There are persistent and pervasive issues plaguing American education, and almost seventy years of educational reform efforts have failed to adequately improve educational outcomes for many of America’s children. Networked improvement communities (or NICs) are a type of social organization created to address such problems and are proposed as an effective and efficient way to organize improvement efforts. The purpose of this qualitative case study was to explore the sensemaking experience of a newly-formed networked improvement community as members engaged in inquiry around a chosen problem of practice. During network initiation, NIC members engage in experiences to collaboratively identify and …

A Better Predictor Of Nfl Success: Collegiate Performance Or The Nfl Draft Combine?, Michael Gallagher

Electronic Theses and Dissertations

NFL teams spend massive sums to ensure they are prepared for the future, but how should they determine whom that future includes? This study set out to find what predicts NFL success more accurately – collegiate in-game performance or the NFL Draft Combine. In the sample of 2007-2012 first-round picks, 191 athletes were measured in three NFL Draft Combine drills, two physical components, and a varying amount of ingame collegiate and NFL performance statistical categories, dependent on position. Secondarily, this work examined Power 5 and non-Power 5 players to determine if attending a more prolific program was predictive of NFL …

The Effects Of Players’ Salary Level And A Salary Cap On The Revenue Of Professional Soccer Teams In The United States And England, Tyler Watson

Undergraduate Honors Theses

This thesis serves as an examination of the relationship between players’ salaries and teams’ revenues for the American Major League Soccer and English Premier League. Historically, the salary cap imposed on teams playing in Major League Soccer has been heavily criticized of holding the league back. Comparisons have been made to leagues such as the English Premier League which assert that the limitation keeping Major League Soccer from attaining similar success is the presence of the salary cap. Data was gathered from the twenty teams in Major League Soccer and the twenty teams in the English Premier League for each …

Merging Cultures: Organizational Behavior, Leadership, And Differentiation In A Health System Merger, Colin G. Chesley

Electronic Theses and Dissertations

Health system mergers and acquisitions (M&As) have increased exponentially in recent years as a result of the Affordable Care Act (Brown, Werling, Walker, Burgdorfer & Shields, 2012). M&As are consummated as a way to control for interdependencies within the market, control costs and leverage debt, and negotiate better rates among health insurers (Bolman & Deal, 2013; Cooper & Finkelstein, 2010; Mirc, 2013). Regardless of the impetus for a merger, the largest predictor of the success or failure of a M&A lies within the organizational culture (Brown, et al., 2012; Cooper & Finkelstein, 2010; Kastor, 2010; Ovseiko, Melham, Fowler & Buchan, …

A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton

Undergraduate Honors Theses

This paper explores the value of using metaphor based marketing research methods (most notably Zaltman Metaphor Elicitation Technique) in the development and green-lighting processes of filmmaking. A review of literature reveals that even large blockbuster films lack any marketing research employed in the developmental stage. Audiences are extremely difficult to analyze when considering something as abstract and subjective as what makes a “good” film. Metaphor based marketing research methods (e.g. ZMET) offer a solution by examining the minds of consumers through language markers called metaphors. Using a metaphor based marketing technique early in a film’s development process may help to …

College Level Mentoring For Underrepresented Populations: Enhancing The Transition Into The Corporate World, Titilayo O. Abiwon

Undergraduate Honors Theses

This research paper examines existing mentoring services at a regional southeastern university with major emphasis on mentoring services mainly available to underrepresented populations at the institution. The investigation aims to define the importance of and the need for such programs and the impact the absence of said programs might have on the university population with emphasis on the underrepresented. For the purpose of this research, mentoring is considered in terms of employment preparation and transition into the corporate world. Mentoring services awareness and employment preparedness from the student perspectives are surveyed.

Examining Snapchat: Narcissistic Tendencies Of Core Users, Austin Philpott, Susan Waters

Undergraduate Honors Theses

This study aims to establish current levels of narcissistic tendencies among the major Snapchat demographic, 18 to 34-year-olds in the United States. Like the Raskin and Terry 40-item Narcissistic Personality Inventory, commonly referred to as NPI-40, the present survey utilized a smaller variant with 16 items, known as NPI-16, for participants. This study may provide indications for further research and advertising techniques using social media, specifically Snapchat.

Cross-Cultural Comparison Of Servant Leadership In The United States And Latin America, Ismael Merino

Undergraduate Honors Theses

In this study, the subject matter evaluated is the difference between the United States and Latin America concerning the practice and acceptance of servant leadership. This research compares the practice and the acceptance of servant leadership between the United States of America and Latin America. In order to do this, a cross-cultural comparison was conducted between these two groups. The objective was to find the differences in the leadership styles of these two groups and subsequently analyze the results. The Hofstede’s cultural dimensions were used to be able to compare cultural differences, and understand why these differences appear in the …

Heritage Tourism In Washington County, Tennessee: Linking Place, Placelessness, And Preservation, Chad F. Bailey

Electronic Theses and Dissertations

This thesis examines the formation of spatial theory and the linkage between space and place and their relationship with historic preservation and heritage tourism. First, this thesis analyzes the terms space and place, and how scholars define each term. Second, this thesis focuses on the concept of placelessness. Third, this thesis examines historic preservation as a strategy to help alleviate placelessness and as a crucial link to heritage tourism. This thesis also will use regional examples of preservation and tourism as exemplified by the preservation efforts of private organizations, citizens, and government officials in Jonesborough,Johnson City, and Washington County,Tennessee. This …

The Relationship Between The Behaviors Of The Top 50 Most Endorsed Athletes In The World And The Monetary Value Of Their Endorsement Deals, Rogerio B. Ribeiro

Undergraduate Honors Theses

The top endorsed athletes in the world are most likely the ones who have the biggest impact on their sport. These athletes are usually among the best in their sport or they might have something special that creates a strong relationship between the athlete and his or her fans. It is possible to say that this relationship combined with their skills on and off of the fields, courts, or arenas is what makes these athletes special. Big companies all over the world feel attracted to these athletes and, as a result, they spend millions of dollars every year in order …

Organizational Communication: Perceptions Of Staff Members’ Level Of Communication Satisfaction And Job Satisfaction, Priti R. Sharma

Electronic Theses and Dissertations

The purpose of this research study was to explore the topic of organizational communication in higher education and examine staff members’ perceptions about their level of communication and job satisfaction in their workplaces. This study was also designed to test the relationship between communication satisfaction and job satisfaction by analyzing the significance of different dimensions of Communication Satisfaction with the view that satisfaction is multifaceted.

A total of 463 non-faculty staff members from different units of a single higher education institution participated in this study. This study included non-teaching staff, including student workers and both full-time and part-time staff members. …

Narrative Advertising, Meng Li

Electronic Theses and Dissertations

Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as …

Street Fights: Corporate Social Responsibility And A Dragway's Attempt To Reduce Illegal Street Racing, Amanda E. Greene, Andy Dotterweich, Gary Lhotsky, Jason Davis

ETSU Faculty Works

This study sought to explore a professional sport venue’s use of Corporate social responsibility (CSR) to promote positive social change, by addressing illegal street racing, through events designed for community participation. This study specifically looked at public dragracing events, titled “Street Fights,” held at a professional dragway. The purpose of this study was to 1) examine drivers’ awareness of the event’s social responsibility initiatives with Street Fight events and 2) determine if these initiatives are promoting behavioral changes in drivers. Drivers at Street Fight events were surveyed (n=77, 60% response rate) on their levels of awareness of the venue’s social …

Challenges, Changes, And Opportunities In Ngb Coach Education From 2003-2015, Anna Swisher, Andy R. Dotterweich

ETSU Faculty Works

No abstract provided.

Stakeholder Perceptions Of A University Response To Crisis, Katherine M. Kelley

Electronic Theses and Dissertations

The purpose of this study was to contribute to current theory-driven research in crisis communication by examining the perceptions of multiple stakeholder groups to a university crisis response strategy. Two main questions were examined in this dissertation. The first question attempted to determine if a significant difference existed between stakeholder groups and their perception of university reputation, responsibility for the crisis, and potential supportive behaviors toward the university following the university’s response to a crisis. The second asked if Coombs’s Situational Crisis Communication Theory is a practical application for universities.

The participants were from 4 stakeholder groups associated with a …

A Survey Of Social Media: Perceived Effectiveness In Marketing Among Individual Nascar Tracks, Amanda E. Greene, Andy Dotterweich, Mauro Palmero, Don Good

ETSU Faculty Works

The purpose of this study was to examine the use of and attitudes toward social networking as a tool for use by NASCAR speedways and to gauge track perceptions on the effectiveness of social media as a marketing tool. Individual NASCAR tracks were surveyed (n=22, 84.6% response) to explore current track social media practices and the potential impact of social networking sites on NASCAR marketing and consumer relations. Results found that individual tracks as well as the two major ownership groups highly agreed about issues concerning the use of social media to increase sales and to develop fan bases. However, …

Framing Of Business In China: East Vs. West, Xueyi Li

Electronic Theses and Dissertations

China is one of the largest and most promising markets for new global business ventures. This exploratory research investigates the current news-related themes regarding business in China by comparing news originating from eastern countries to western countries. This study applied agenda-setting and framing theoretical frameworks. A mixed-method approach of both qualitative and quantitative content analyses was used to generate key themes and their related concepts. The results indicate some thematic similarities as well as differences in agenda and news framing between eastern and western news samples. This exploratory study contributes to agenda-setting and framing literature as well as by creating …

Using Benefits Based Models To Manage Sport Performance Enhancement Groups, Anna Swisher, Andy R. Dotterweich, Sterlynn Clendenin, Mauro Palmero, Amy E. Greene, Joseph T. Abbott, Heather Habbott, Jana Hollins

ETSU Faculty Works

No abstract provided.

Lightning Safety: How Is It Conducted At Niaaa Member High Schools?, Mauro Palmero, Andy R. Dotterweich, Gary Lhotsky, Joseph Walker

ETSU Faculty Works

The purposes of this study were to explore the current scenario of interscholastic athletics in regards to the existence and enforcement of lightning safety policies applied to athletic outdoor activities, and to identify the common practices related to lightning safety currently utilized. The results showed that 87.2% of the respondents (N=804) have lightning safety policies. However, only 90.3% of the respondents who have lightning safety policies actually enforce them. It seems that during practices coaches are most commonly responsible for making the decision to stop/resume activity, and that during games athletic directors are most commonly making the call. However, almost …

Hormone And Adpokine Alterations Across Eleven Weeks Of Training In Division I Collegiate Throwers: An Exploratory Study, W. Guy Hornsby, Christian R. Carter, Guy Gregory Haff, Micheal R. Ramsey, Andy R. Dotterweich, N. Travis Triplett, Charles A. Stuart, Margaret E. Stone, Michael H. Stone

ETSU Faculty Works

Conceptually, it is important to understand the underlying physiological mechanisms of any training program model. This understanding aids the coach/sport scientist in making better choices in manipulating variables in formulating the training model. These underlying mechanisms can be associated with training variable manipulation and fatigue management aspects as well as the overall health of the athlete. Hormone and cytokine concentrations can be linked to alterations resulting from the manipulation of training variables and to subsequent alterations in performance (Haff et al., 2008; Ishigaki et al., 2005; Jurimae et al., 2010; Stone et al., 2007). For example, alterations in the testosterone: …

An Analysis Of Workplace Violence Incidents In Virginia Community Colleges And The Major Employers, Betsy E. Summerfield

Electronic Theses and Dissertations

The media during the past ten years has given considerable attention to the workplace violence in factories, service organizations, and the public school systems throughout the United States. This study compared patterns of workplace violence in the 23 member institutions of the Virginia Community College System (VCCS) with the patterns of workplace violence in selected for-profit service and manufacturing employers in Virginia, to determine if workplace violence incidents occurring in the VCCS's member institutions reflect the workplace violence incidents experienced by business and industry within each member institution's service region. Chi-square analysis showed a significant difference in non-violent conflict training …

Hardiness And Job Fitness For The Intensive Family Preservation Specialist: A Correlational Study, Sandi Fisher

Electronic Theses and Dissertations

It is costly to train the counselors who serve in intensive Family Preservation Services (IFPS). The hiring agency must pay for traveling expenses in addition to any fee paid for training. When an IFPS worker chooses to terminate employment before the end of two years of employment, this puts a strain on an already tight budget. This problem could be alleviated by finding an efficient pre-hire screening instrument. The three personality traits described in Hardiness Theory literature: commitment, challenge, and control, are traits often used to describe the ideal IFPS worker. This study assessed IFPS workers to determine if the …

Assessment Of Discrepancies Between Residential Employees' Work Values And Program Directors Perceptions Of Residential Employees' Work Values, Trinetia L. Respress

Electronic Theses and Dissertations

This study assessed discrepancies between residential employees' work values and program directors' perceptions of the residential employees' work values. Additionally, work values of residential employees were analyzed to identify variations when considering gender, age, educational level, length of service, job classification, and current position. The study was undertaken to assist in developing a clearer understanding of the work values of residential employees for the purpose of enhancing administrator-associate relationships and to determine factors in the work setting that might contribute to longevity and more productive, satisfied, motivated employees. Data for the study were gathered from 172 program directors and residential …