Marketing Commons^™

Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch

Marketing Faculty Publications

Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this research gap, two experimental studies showed that context (e.g., experiencing a virtual sofa at home vs. in a university classroom) impacts consumer judgments and evaluations. The results reveal two primary effects of context. First, contexts in which virtual objects meet users' personal and cultural expectations associated with a specific location (e.g., a sofa in a …

Student Motivation For Using Aarc Services, Madison Frost

Undergraduate Research Conference

Why do students not use AARC services? Are there actions the AARC could take to improve student attendance?

The Effect Of Competitors On Lululemon’S Customer Attraction & Retention, Tristan Rea

Undergraduate Research Conference

No abstract provided.

The Perception And Stigma Of Onlyfans And Its Users, Tristan Rea, Tanzi Stafford, Alexandria Mcadams, Walker Ridgeway

Undergraduate Research Conference

• How do individuals perceive OnlyFans and its users? • How willing are people to engage with the site? • Do people view OnlyFans as a legitimate form of income?

Stephen F. Austin State University Parking, Madilyn Williams, David Gonzalez

Undergraduate Research Conference

Objectives: • To investigate student's satisfaction with SFA parking using a graded scale. • Find out if there is a specific aspect of SFA parking that needs to be improved and if needed improvements how to achieve this goal.

Permission-Based Marketing: Using Gis To Create Information Visualizations For Nonprofit Organizations., Mark J. Sciuchetti Dr., Jianping Huang

Atlantic Marketing Association Proceedings

No abstract provided.

Putting People First: Female Ceos And Relational Csr, Prachi Gala, Duncan Nicol

Atlantic Marketing Association Proceedings

No abstract provided.

2023-April-11-Student Pharmacists Earn Top National Honor For Drug Misuse Education, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 11, 2023) -- A student organization at East Tennessee State University Bill Gatton College of Pharmacy earned the top honor for service organizations in the country for educating the community about prescription drug misuse.    

The college’s American Pharmacists Association-Academy of Student Pharmacists (APhA-ASP) Operation Substance Use Disorders (SUD) committee (formerly Generation Rx) won the APhA Operation Substance Use Disorders Chapter Achievement Award for 2021-2022. The group was honored last month at the American Pharmacist's Association annual meeting in Phoenix, Arizona. 

This is the 10th consecutive year that the chapter has been recognized either nationally or regionally, and …

2023-April-11-Student Pharmacists Earn Top National Honor For Drug Misuse Education, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 11, 2023) -- A student organization at East Tennessee State University Bill Gatton College of Pharmacy earned the top honor for service organizations in the country for educating the community about prescription drug misuse.    

The college’s American Pharmacists Association-Academy of Student Pharmacists (APhA-ASP) Operation Substance Use Disorders (SUD) committee (formerly Generation Rx) won the APhA Operation Substance Use Disorders Chapter Achievement Award for 2021-2022. The group was honored last month at the American Pharmacist's Association annual meeting in Phoenix, Arizona. 

This is the 10th consecutive year that the chapter has been recognized either nationally or regionally, and …

“Turning Role Conflict Into Performance”: Assessing The Moderating Role Of Self-Monitoring, Manager Trust And Manager Identification, Ashish Kalra, Omar S. Itani, Sijie Sun

Marketing Faculty Publications

Purpose

This study examines the contextual variables that can curb the negative effects of role conflict on job satisfaction and enhance the positive effect of job satisfaction on creativity and service performance. More specifically, adopting the job demands-resources theory, the authors explore the interactive effect of frontline employee (FLE) self-monitoring and FLE-manager trust on the relationship between role conflict and job satisfaction. Extending this line of inquiry, the authors adopt social identity theory and analyze the moderating effect of FLE-manager identification on the relationship between job satisfaction and creativity and between job satisfaction and service performance.

Design/methodology/approach

Dyadic data utilizing …

Cannabidiol (Cbd) & The Confused Consumer: How A Lack Of Leadership And Education Is Stunting Cbd Growth, Katelyn Wandel

Honors Theses

This paper expands upon previous research conducted to observe and determine the impact and relationships of factors like knowledge, trust, and intent to purchase for controversial products among consumers. Cannabidiol (CBD) is the primary controversial product further explored in this paper. The objective of this paper is to analyze the results in this research and how they relate to the question would clearer regulations, more standardization, legal guidelines, and general knowledge enhancement impact overall product trust and purchase intent of products? In addition to this primary research objective, analysis of sources and factors that impact and threaten the level of …

An Exploration Of Best Practices For Personal Branding On Social Media In The Fashion Industry, Danielle Brickner

Honors Projects

The purpose of my project was to evaluate the personal branding tactics that are used to be successful on Instagram in the fashion industry. Social media is a growing tool for influencers and brands. Since its creation in 2010, Instagram has become one of the most popular platforms, specifically for the fashion industry as it is centered around photos. This project explores how authenticity, creating a target audience, and utilizing content activities plans can impact one’s success on Instagram. Throughout the project, I used these three criteria on a fashion-oriented Instagram account to determine how these factors can impact post …

Best Practices For Social Media Branding, Allison Myers

Honors College Theses

Social media is a fast growing marketplace for businesses to advertise themselves to established and potential consumers. Each platform has different algorithms, demographics, and ways for users to interact and connect. Even with a constantly growing research field and course options around the subject, understanding the behaviors of viewers on each app can still be a tough guessing game. Therefore, I have used both research studies and online courses, to present a strategy with which to efficiently and effectively market one’s business for Facebook, Instagram, and TikTok. I then present ways to understand the success of this and personal marketing …

2023-April-06-Etsu Board Of Trustees To Hold Quarterly Meeting April 21, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 6, 2023) — East Tennessee State University’s Board of Trustees will hold its quarterly meeting and several committee meetings on Friday, April 21.

All meetings will be conducted in person at the D.P. Culp Student Center, East Tennessee Room.

Meetings are scheduled as follows:

• Academic, Research and Student Success Committee – 8 a.m.
• Finance and Administration Committee – 9:45 a.m.
• Audit Committee – 11:30 a.m.
• Board of Trustees Meeting – 1:30 p.m.

Committee meeting times are approximate and will begin following the conclusion of the previous meeting. When they become available, the agenda and accompanying materials for …

2023-April-06-Dream Realized- Marching Bucs In Macy's Day Parade, University Marketing And Communication, East Tennessee State University

ETSU News

NEW YORK, NY & JOHNSON CITY, TN – April 6, 2023 – Today, the East Tennessee State University Marching Bucs were selected to perform in the 2024 Macy’s Thanksgiving Day Parade®, representing the state of Tennessee. This will mark the first Parade appearance by the band. The ETSU Marching Bucs will join the Parade to the call of “Let’s Have a Parade,” the iconic phrase that has signaled the start of every Macy’s Thanksgiving Day Parade since 1924.

Each year, the Macy’s Parade Band Committee looks for bands that have the stage presence, musical and marching abilities to captivate millions …

2023-April-05-Etsu Tisl 'Best Delegation' Team Lays Groundwork For '23, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 5, 2023) – The 18 East Tennessee State University students who participated in the 2022 Tennessee Intercollegiate State Legislature (TISL) brought home “Best Delegation” honors, but members of the team aren’t resting on this success. Instead, they are gearing up for next fall’s event, with several ETSU students elected to serve in key roles for 2023.

Since 1966, TISL has provided thousands of politically minded college and university students an education about Tennessee state government and a channel to express their opinions on state issues. Hundreds of students from more than 40 two- and four-year institutions participate …

2023-April-04-Friends Of The Martin Center.Pdf, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

For more than a quarter-century, the Appalachian Highlands region dreamed of having a performing arts center. Through the generosity of the late James and Mary B. Martin along with the support of many friends as well as capital funding from the State of Tennessee, that dream became possible with the opening of the Martin Center for the Arts in 2021.

Now, a group of supporters is helping write the next chapter for the Martin Center, making new dreams and opportunities possible.

The Friends of the Martin Center initiative began in 2022 to provide an opportunity for patrons and alumni to …

How Digital Content Marketing Affects Viewership And Engagement Of Multiplayer Online Battle Arena Esport Events: An Examination Of League Of Legends, Joshua J. Lord

Honors College Theses

Recently esports, specifically Multiplayer Online Battle Arena (MOBA) esports has grown to where esports pull upwards of 150 million hours watched per specific major event. Despite this, esports and specifically Multiplayer Online Battle Arena esports have extraordinarily little literature on what factors affect viewership. This Honors thesis attempts to illustrate how the Digital Content Marketing (DCM) of esports affect the event’s viewership and engagement of viewers during and after the event using data from esports charts and social media. This study has theoretical implications for digital content marketing and expands the literature of esports and looks to spark future discussion …

2023-April-03-Students In Crisis.Pdf, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Threat of eviction. Job loss. Food insecurity. Mounting medical bills. Automobile repairs. Risk of utility shut-off.

Even homelessness.

College students are far from immune to these harsh realities – realities that sometimes can crash down on their journey to graduation like a big tree in the middle of the road during a sudden storm.

At ETSU, the Buccaneer Student Crisis Fund is helping students overcome these obstacles.

The program actually started during an epic storm, the COVID-19 pandemic, by offering support to students suddenly facing unexpected hardships as a result of the national crisis. ETSU’s Day of Giving campaign in …

An Empirical Study Of The Impact Of Perceived And Experienced Factors On Purchase Intention For Foreign Natural Cosmetics, Raymond Liu, Leon Zurawicki, Jurui Zhang

Atlantic Marketing Journal

There is a growing attention to the “natural” products in personal care and other areas of fashion consumption. Considering the present inflationary economic environment, the study of American consumers’ attitude toward foreign natural cosmetics and important factors determining the purchasing intent of foreign natural cosmetics imported from Asia (Taiwan in this study) with high quality but low price is timely. Based on literature on Purchase Intention and the Theory of Planned Behavior, we proposed a model and a set of hypotheses to uncover the relationship between purchase intent and the determining factors. Our hypotheses are confirmed following a nationwide survey …