Marketing Commons^™

User Polarization From Ai Social Media Algorithms, Theresa Colombini

Undergraduate Research Symposium

This research project delves into the contemporary phenomenon of political polarization exacerbated by artificial intelligence (AI) algorithms in online content consumption using scholarly articles and survey data. The research investigates how AI-driven recommendation systems influence the selection and exposure to politically charged content across various digital platforms. The findings of this study are intended for a deeper understanding of the societal implications of AI algorithms and provide insights into potential strategies for mitigating political polarization in online environments.

Effects Of Difference Age And Information Searching Level On Attitudes Toward Innovative Product, Sinae Lee, Dongwon Min

Asia Marketing Journal

Innovation is no longer the purview of high-tech industries; it is blossoming in the home appliances and cosmetics sectors. However, consumers’ anxiety about the risk of new products prevents them from reaping the benefits of innovation. This anxiety is driven by customer’s lack of prior information on new products. This study examines how difference age between the chronological age of consumers and their cognitive age affects consumers’ willingness to search for information on innovative products, leading to reduced new-product anxiety. According to a survey of participants who actually bought an innovative product, we found that participants searched for more information …

How Are The Firms’ Innovative Activities And Credit Rating Signals Received In The Market?, Jeongbin Whang

Asia Marketing Journal

Firm innovativeness and financing capacity are critical signals to stakeholders as they are key drivers of firm performance and competitiveness and indicate the firm's ability to fund its operations and growth initiatives. Based on signaling theory, this study investigates the signaling effect of a firm's innovativeness and creditworthiness and examines its signaling effectiveness. Using Korean innovation data and Korea Investors Service financial data for nine years, the findings indicate that a firm's technological innovation has a negative impact on its credit ratings, while non-technological innovation has a positive impact. Furthermore, a firm's credit ratings positively impact its performance. The current …

Attribute Resemblance And Preference For Products: Moderating Effect Of Attribute Familiarity, Kwanho Suk

Asia Marketing Journal

This research examines how consumer preferences for products are affected by attribute resemblance, which refers to the degree to which a product is similar with other products that are being evaluated together. It is expected that the influence of attribute resemblance on attitude and choice is moderated by attribute familiarity, which is tested in three empirical studies. Studies 1 and 2 examine the effects on the attitude toward the product and show that the positive influence of attribute resemblance on attitude is stronger when attribute are less (vs. more) familiar. Study 3 tests the effects on choice for which attribute …

Editorial: Together With The Asia Marketing Journal, Jaewon Yoo, Woo Jin Choi, Minki Kim

Asia Marketing Journal

No abstract provided.

2023-April-28-Pinnacle Of An Academic Career, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 28, 2023) – The East Tennessee State University Board of Trustees approved promotion and/or tenure for faculty members during its quarterly meeting on April 21.

“Faculty are the lifeblood of this institution, and it was a privilege to bring these names before the Board of Trustees for approval,” said Dr. Kimberly D. McCorkle, provost and senior vice president for Academics. “We celebrated their accomplishments with a reception and ceremony, where they were presented with two commemorative coins: one to keep and another to give to a student who has made an impact on their career.”

The following …

2023-April-28-Etsu Pharmacy On Track To Receive State Funding And Lower Tuition, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 28, 2023) – Tuition is on track in the coming weeks to be lowered for future pharmacists attending East Tennessee State University Bill Gatton College of Pharmacy in Johnson City, Tennessee. Pending approval from Governor Bill Lee, the state legislature ratified a $2.5 million annual appropriation to the college, the first state funding for the college since its founding in 2005. 

“State funding is a new and exciting chapter in our college’s history and vital for the legacy we leave behind,” said Dr. Debbie Byrd, dean of ETSU Gatton College of Pharmacy. “This annual appropriation will …

Unique Marketing Struggles In Web3 Compared To Web2, Vincent D'Ambrosia

Undergraduate Research Symposium Posters

Web 2 is a technical term in reference to the internet as we know it today and focuses on social media and allowing people to interact better and communicate with each other. Web3 is the next evolution of the internet and its focus leans towards decentralization which aims to place more control of an individual’s data and finances into their own hands. Due to this decentralization, connecting with people is more difficult compared to Web2 communication outlets. NFTs are a common and popular product in Web3. While they come in many forms, the collectible market dominates NFTs and these can …

Social Media Marketing Related To Nike, Felipe Herrera

Undergraduate Research Symposium Posters

This research examines positive and negative attitudes about social media marketing within Nike. Understanding consumer attitudes about social media marketing is important because it affects our lives every day and we are exposed to it on a regular basis. Previous research about this product category showed that there are new tactics Nike is using to expand business, how the pandemic affected usage of social media, and the percentages of apps being used by adults in the last year. I conducted three netnography analyses by observing consumer groups on Facebook, Twitter, and Reddit social media platforms on Nike to understand consumer …

Love Is Blind: The Ironic Effect Of Fans’ Experience On Taste Perception, Jennifer L. Stoner, Maria A. Rodas

Marketing Faculty Publications

Many consumers may proclaim a love for a certain sensory experience (e.g., the taste of chocolate for “chocoholics”). These fans may have a wealth of experience consuming the product they love. In three studies, we find that these fans’ love actually blinds them in their ability to report nuances about the products they consume because of the use of top-down information processing. However, when presented with novel brand information, fans switch to a more bottom-up approach which allows greater discernment of the consumption experience. Prompting mindful consumption can also impact a fan’s ability to report a product’s nuances more accurately.

2023-April-28-The World Needs Pharmacists Etsu Is Leading The Way, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 28, 2023)  – Tuition is on track in the coming weeks to be lowered for future pharmacists attending East Tennessee State University Bill Gatton College of Pharmacy in Johnson City, Tennessee. Pending approval from Governor Bill Lee, the state legislature ratified a $2.5 million annual appropriation to the college, the first state funding for the college since its founding in 2005. 

“State funding is a new and exciting chapter in our college’s history and vital for the legacy we leave behind,” said Dr. Debbie Byrd, dean of ETSU Gatton College of Pharmacy. “This annual appropriation will sustain …

An Imc Approach To Building Trust Among Nonprofit Donors, Catherine A. Romaine

Honors Theses

This thesis explores the role of a holistic Integrated Marketing Communications strategy within the nonprofit sector. The research aims to identify the effectiveness of different marketing communication tactics in soliciting donations for nonprofit organizations. It examines the influences and motivations of donors when choosing one organization over another for their monetary contributions. The thesis investigates the impact of specific integrated marketing strategies in building and maintaining relationships with different stakeholders such as donors, volunteers, and employees.

Through a literature review of successful nonprofits and missteps within the sector, this thesis identifies various factors that contribute to nonprofit marketing success, including …

2023-April-27-Exceptional In Their Fields. Distinguished At Etsu., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 27, 2023) – Eleven members of the Class of 2023 at East Tennessee State University will be inducted into the 1911 Society. Named in commemoration of the year ETSU was founded, the organization honors the university’s most notable graduates from undergraduate, graduate and professional programs. The 1911 Society recognizes students who have distinguished themselves among all graduates for academic excellence, service and leadership.

“For more than a century, ETSU has carried forth a mission to improve the quality of life for the people of this region,” said ETSU President Dr. Brian Noland. “The 1911 Society is …

2023-April-27-Stress Is Real. Learn How To Manage, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 27, 2023) – “Thriving or Surviving? Building Everyday Resilience” is the topic of an upcoming presentation in the East Tennessee State University Ballad Health Strong BRAIN Institute Resilience Series.

Dr. Patti van Eys will be the guest speaker for the free virtual presentation on Wednesday, May 3, at 2 p.m. Participants may register for the Zoom link at bit.ly/3LzkNbz.

In her presentation, van Eys, a licensed clinical psychologist and consultant for van Eys Mental Health, will seek to normalize the collective experience of mental and emotional health challenges, such as anxiety, grief, depression, loneliness, burnout and …

The Cultural Impact On International Marketing: Understanding How Different Cultures Influence Advertising Perception And Strategies, Nathaniel Roffman

Honors Projects

This case study evaluates the effectiveness of standardized international marketing campaigns versus globalized international marketing campaigns in the context of two multinational corporations, McDonald's and Burger King, both operating in the United Kingdom. The study compares the outcomes of a standardized marketing approach, which uses the same marketing messages and materials across all regions, to a globalized approach that considers local cultural differences and modifies the marketing messages accordingly. The study analyzes the impact of each approach on brand recognition, and customer engagement, as well as the benefits and challenges associated with each strategy. Additionally, the study examines the importance …

2023-April-26-Rotation Spotlight- Dakota Rorie ('23), Johnson City Medical Center, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Dakota Rorie (’23), from Blaine, Tennessee, who experienced a rotation at Johnson City Medical Center with Dr. Kelly Covert, preceptor and Pharmacy Practice faculty member.

What did your day look like on rotation? 

We attend night-shift handoff first thing in the morning. Then we work up our patients for the day and present them to Dr. Covert. After reviewing our recommendations with Dr. Covert, we present our recommendations to the family medicine team during table rounds. After the residents and medical students have finished presenting their patients, we go to each floor for rounds, speaking to our patients and …

Corn Grain Marketing Strategy Unbiasing For 2023, Matthew Stockton, Shannon Sand

Cornhusker Economics

Discusses cognitive biasing errors that may be employed--in the context of corn market strategizing--such as the Dunning-Krueger effect, availability or distancing bias, gambler's fallacy, and anchoring bias.

Catholicism Online: How The Church Is Communicating In The Visual Field, Alexandra Barfield

Honors Theses

ABSTRACT

Given the rise and importance of social media in the last two decades, religious institutions, especially the Roman Catholic Church, have an important place online to fulfill their mission and belief of spreading the Gospel message. Communicating this message on social media and with contemporary marketing practices is an opportunity and a challenge for churches, Catholics, and apostolates alike. In this study, I analyze a variety of Catholic-related Instagram accounts and interview individuals involved in Church management and content creation. This primary research is prefaced with secondary research exploring the status of the Catholic Church in the United States, …

Benjamin Family Social Media Fellows, Katie Barton, Jenna Cobb, Kayli Fagan, Myles Forgue, Ryan Hanewich, Jenny Lynch, Santiago Najarro Cano, Tess Sanchioni, Lily Zgurzynski

School of Business Student Scholarship

Katie Barton ’24, Major: Marketing, Minor: Communications

Jenna Cobb ’24, Majors: Management and Marketing

Kayli Fagan ’23, Majors: Business Management and Studio Art

Myles Forgue ’24, Majors: Marketing and Theology

Ryan Hanewich ’23, Major: Marketing, Minor: Film/Video

Jenny Lynch ’23, Major: Marketing, Minor: Finance

Santiago (Santi) Najarro Cano ’24, Major: Marketing, Minor: Theatre

Tess Sanchioni ’23, Major: Marketing, Minor: Finance

Lily Zgurzynski ’25, Major: Computer Science, Minor: Marketing

Mentor: Liz Kay, Marketing and Communications

A generous endowment gift from Class of 1991 alumni Meg and Adam Benjamin led to the creation of the annual Benjamin Family Social Media Fellowship in …

Marketing Campaign For Pope County Habitat For Humanity, Hailey Addison

ATU Scholars Symposium

Habitat for Humanity is a non-profit organization that assists families by building them homes. Habitat raises funds, interviews families in need and chooses a candidate, builds a home, and then gives the house to the family. What sets this organization however, is that they give a “hand up, not a hand out”. Instead of just giving them a house, they require the family to help build it. Also, the family is expected to pay an affordable mortgage back to Habitat. This philosophy promotes a sense of ownership in these new homeowners, and hopefully that will encourage them to take good …