Marketing Commons^™

Personal Brand Equity In Linkedin: Impression Management As An Antecedent And Behaviors As Consequences, Carlos Valdez, Jorge Villegas, David Penn

AMTP Proceedings 2023

This research explores how Personal Brand Equity in professional social media is influenced by impression management and the online behaviors of users of this social media platform. Using a path analysis, the relationship between Impression Management and Personal Brand Equity was, as expected, strong and positive. The paths between brand equity and frequency of behaviors such as use of LinkedIn to network were significant and strong while other behaviors such as frequency of use of LinkedIn to ask for recommendations were not significant. The contribution of this paper is to be the first to analyze this relationship to understand better …

Noodz: A Strategic Communication Plan For A Startup Restaurant Targeting The College Market, Payton M. Fronapfel

Senior Theses

Advertising has evolved significantly throughout the past decade, lending to the current usage of direct response, social media, and online methods of advertising. Considering how these tactics have changed in recent years and how restaurant marketing, specifically, changes in response to a college demographic, companies must consider more in-depth communication plans. This thesis will identify the most effective methods of marketing restaurants in the United States and determine how a college demographic changes the techniques utilized in marketing communication plans. Furthermore, this thesis will develop a comprehensive strategic communication plan for a new Asian restaurant, Noodz, located in Columbia, South …

Covid Time: How Quarantine Affects Feelings Of Elapsed Time, Minju Han, Guy Voichek, Gal Zauberman

Research Collection Lee Kong Chian School Of Business

The lockdowns imposed in response to the COVID-19 pandemic abruptly upended people's lives and daily structure. In this survey of 1,506 Americans conducted in June 2020, we test how quarantine affects feelings of elapsed time (the subjective temporal distance from an event). We find that feelings of elapsed time are determined either by how people spent their time in quarantine or by how much time since an event was spent in quarantine, depending on whether people are still in quarantine at the time of evaluation. Specifically, whether people quarantined alone and the extent to which they maintained a temporal structure …

Bm-01 Marketing Research Tutoring Center, Roger Brian Herrera, Zachary Jennings, Shamarion C. Tubbs, Christina A. King-Johnson

SC Upstate Research Symposium

Marketing Research Tutoring Center

Spartanburg Methodist College is interesting in determining the perceived effectiveness of their tutoring center from both the students and faculty perspectives. There is a focus on ude the integration of drop-in tutoring, commuter culture and involvement, invested time results, students with time conflicts, and Intelligent Tutoring Systems.

Altogether, these subjects represent attributing factors that can help better understand the research question: Are there any issues that exist with our tutoring center that need to be addressed to increase attendance? For instance, with topics such as drop-in tutoring it was stated that attendance rates were increased and …

Bm-02 Spartanburg Methodist College: Evaluation Of Classroom Space Efficiency, Kahleag D. Terry, Drake A. Taber, Christina King-Johnson

SC Upstate Research Symposium

Spartanburg Methodist College: Evaluation of Classroom Space Efficiency

In 2019, Spartanburg Methodist College converted from a two-year to a four-year institution. As the college grows, more classrooms are needed to satisfy the course requirements for students. A research study was conducted to answer the following question: What is the best option to implement additional class times/locations for traditional undergraduate students for both student and faculty.

Through out the semester, the student researchers analyzed various types of data address the problems of space and later class time allocation opportunities. An evaluation of the last eight semesters class location and times were …

Please Don’T Label Me: An Examination Of Black-Owned Labels And How A Positive Consumer Activism Movement May Have A Negative Outcome, Khalia C. Jenkins

USF Tampa Graduate Theses and Dissertations

The Covid-19 crisis that began in 2020 brought to light many societal issues as people had time to sit and reflect. One of these issues is the systemic injustices against African Americans, which were highlighted after the death of George Floyd. This event re-ignited the Black Lives Matter movement amongst U.S. citizens of all races and within corporations. While some companies pledged to donate to various Black causes, others opted to empower Black businesses economically by supporting the Buy-Black Movement. One of the ways they are accomplishing this goal is by adding a Black-owned label to products and businesses. While …

Will Digital Fashion Be The New Normal In The Metaverse Era: Examining Consumers’ Perceptions Of Digital Fashion, Yanbo Zhang

LSU Master's Theses

Digital fashion might bring an innovative and revolutionary answer to address environmental and social issues in the textile and apparel industry because it could simultaneously deliver sustainability and fashionability. To stay in the lead in the fashion kingdom and maintain innovativeness, luxury fashion brands are embracing digital fashion. Instead of constantly balancing or trading off between exclusive values and accessibility, luxury brands could enhance both through digital fashion items. As such, investigating consumers’ perceptions and evaluations of digital fashion in general and luxury brands’ digital fashion in specific is critical to fueling digital fashion. Accordingly, the current research has twofold …

Artificial Intelligence For Marketers And Communicators, Garrison Feldman

Emerson Authors, Researchers, & Creators

This presentation explores different technologies within the artificial intelligence space for use by marketers and communicators. Technologies discussed include ChatGPT, DeepAI, Otter.ai, SurferSEO, Jasper, and Synthesia. The focus of this presentation is to go over the different technologies at a high level, and discuss possible use cases for professional marketers and communicators.

2023-March-24-'Mr. December' On Display At Reece Museum, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 24, 2023) – The life and experiences of artist, author and part-time adventurer William Nealy are highlighted in a new exhibit on display through June 9 at the Reece Museum on the campus of East Tennessee State University.

“Mr. December: The Life, Art and Experience of William Nealy … Illustrator and Outdoor Sports Cult Hero” is presented in association with the Nantahala Outdoor Center and may be viewed Monday-Friday from 9 a.m.-4:30 p.m.

Two special events are planned in conjunction with the exhibit.

On Saturday, April 1, from 1-3 p.m., ETSU’s Dr. Scott Honeycutt, who curated the …

How Feeling Like A Minority Affects Preferences For Autonomous Digital Interfaces, Ye Seul Kim

USF Tampa Graduate Theses and Dissertations

This dissertation examines the novel aspect of minority perception and how feeling-like-a-minority influences the consumption of digital interfaces in a service context. The focus on the perception of minority consumers is important given greater emphasis on minority-related issues catalyzed by recent social events. Examining the effects on the choice likelihood for digital interfaces such as service robots is also relevant given the increasing widespread use of such technology. The findings across eight studies including six online studies and two field experiments demonstrate that individuals who perceive themselves as a minority in a service setting show defensive behavior by choosing a …

2023-March-23-Meet The 2022-2023 Dr. Odle Scholar Morgan Thomas ('23), Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet this year’s recipient of the Dr. Brian Odle Scholarship, Morgan Thomas (’23), from Johnson City, Tennessee. 
 
Dr. Brian Odle, Associate Professor of Pharmacy Practice, came to ETSU Gatton College of Pharmacy in 2007. His unique teaching style combined memorable storytelling with practical knowledge. Dr. Odle was loved by his students, as well as faculty and staff. While Thomas didn’t get the opportunity to meet Dr. Odle in person before his passing on Feb. 15, 2021, she was able to interact with him over Zoom as a student in one of the last classes he taught at the college, which …

The "Catch-22" Of Amazon's Argument To Function As An Auctioneer: The Implied Warranty Of Merchantability, Kyle A. Batson

St. Mary's Law Journal

No abstract provided.

Exploring The Impact Of Negative Words Used In Online Feedback In Hotel Industry: A Sentiment Analysis, N-Gram, And Text Network Analysis Approach, Daniel Dan

Journal of Marketing and Consumer Behaviour in Emerging Markets

This study examines the words and situations that trigger and those that do not trigger a hotel response when customers post negative online feedback. The research explores, through sentiment analysis, bigrams, trigrams, and word networking, the valence of online reviews of five important hotels in Las Vegas. Only the feedback that has been categorized as negative by the algorithm is selected. In correspondence to this feedback, the existence of answers from the hotels is checked together with the response style. While the negative valence of the feedback can represent a mixture of subjective and objective emotions, there are common features …

Effectiveness Of Checkout Charities: Exploring Generational Differences, Shaylee R. Ferguson, Lauren Beverly, Jamye Foster

AMTP Proceedings 2023

As consumer-brand relationships continue to evolve, the role of cause-related marketing (CRM) is becoming increasingly complex (Mohr et al., 1998). A specific type of CRM, checkout charities, is becoming common in brick-and-mortar and online retailers (Sudbury & Vossler, 2021). Previous check-out-charity research has focused on consumer stress and cause fit while ignoring the influence of generational differences on perceptions and participation. Research has found that some generational groups differ in motivations for giving and donation expectations, thus impacting consumer behaviors in the context of checkout charities. Therefore, this study will attempt to answer the following research question: Do younger generations …

2023-March-16-Match Day Success 2023, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to all of our student pharmacists and alumni who matched!

Class of 2023:

• Jackie Aramburo: Fort Sanders Regional (Knoxville, TN))

• Dewey Belcher: Kettering Health (Dayton, OH)

• Regan Bell: LeBohneur Children’s (Memphis, TN)

• Maggie Bielski: Holston Valley Medical Center (Kingsport, TN)

• Taylor Coston: Prisma Health-Midlands (PGY1/2 Health System Administration & Leadership) (Columbia, SC)

• Candace Crawford: Baptist Health Corbin (Corbin, KY)

• Stephen Crispi: Cookeville Regional (Cookeville, TN)

• Lyndsey Hagood: Bristol Regional Medical Center (Bristol, TN)

• Nitin Joshi: Mountain Home Veterans Affairs Medical Center (Johnson City, TN)

• Hillary Little: VA Tennessee Valley …

Our Voices: Getting To Know Autism - Creating An Informative Website For Autistic College Students, Ashley Wagner

Honors Theses

This study was done in effort to understand the thoughts and feelings of autistic adults relative to life transitions and resources available. We surveyed key stakeholders; specifically autistic students, but also family/caregivers of adults. Six surveys were created, each based upon different themes: camouflaging, life transitions, managing mental health, overstimulation, social communication, and family and caregiver perceptions. Our surveys were marketed on Western Michigan University’s campus and through social media and are still ongoing. Trends in the data, however, suggest that overall autistics have concerns about how their disabilities impact life in or shortly after college. Many respondents expressed they …

Invited Case Study - Shreni: A Digital Platform For Business Resilience During The Pandemic, Rajashri Sai, Vanita Viswanath

Subsistence Marketplaces

We describe how community weavers and artisans who operated various Micro, Small, and Medium Enterprises (MSMEs) in Karnataka, India, during the pandemic, and how they were able to sustain and grow their business despite the challenges brought on by the pandemic. We used data from two rounds of surveys conducted by Shreni Samudaya[1], along with Impactree Data Technologies Private Limited. The textile industry recorded negative growth during the pandemic, with the smaller MSMEs experiencing the biggest losses. Despite numerous enterprises shutting down and facing heavy losses, weavers and artisans were able to sustain and upscale their business, reach …

Seeming Ethical Makes You Attractive: Unraveling How Ethical Perceptions Of Ai In Hiring Impacts Organizational Innovativeness And Attractiveness, Serge P. Da Motta Veiga, Maria Figueroa-Armijos, Brent B. Clark

Marketing & Entrepreneurship Faculty Publications

More organizations use AI in the hiring process than ever before, yet the perceived ethicality of such processes seems to be mixed. With such variation in our views of AI in hiring, we need to understand how these perceptions impact the organizations that use it. In two studies, we investigate how ethical perceptions of using AI in hiring are related to perceptions of organizational attractiveness and innovativeness. Our findings indicate that ethical perceptions of using AI in hiring are positively related to perceptions of organizational attractiveness, both directly and indirectly via perceptions of organizational innovativeness, with variations depending on the …

2023-March-15-Rotation Spotlight- Teri Templin ('23) South Texas Rehab Hospital, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Teri Templin ('23) from Graysville, Tennessee, who served on rotation at South Texas Rehabilitation Hospital with Preceptor Vanessa Ramirez, PharmD.

What did your day look like on rotation?
My daily schedule was 8:30 - 5 pm. Each morning, we have a meeting with other staff members to discuss patients. Throughout the day, I work on admission and discharge documentation, counseling patients, medication reconciliations, audits, drug info questions, preparing for and attending meetings (there are several within a week), and more! Dr. Ramirez will involve you in whatever she can to get you exposure to new things. You interact with …

2023-March-13-Acl Spring Classes Begin March 21, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 13, 2023) – East Tennessee State University’s Alliance for Continued Learning (ACL) will offer a wide range of classes and activities during its spring session that begins Tuesday, March 21.

Sessions are every Tuesday and Thursday through April 27 from 10 a.m.-noon in the upstairs meeting room at Food City, 940 N. State of Franklin Road.

To give new members an opportunity to become acquainted with the group, the ACL will welcome all participants to the opening session on March 21. Dr. Sharon McGee, dean of ETSU’s College of Graduate and Continuing Studies, will address the group, …