Marketing Commons^™

2023-March-13-Etsu Student Receives National Outstanding Student Award, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 13, 2023) – The American College of Emergency Medicine Physicians (ACEP) announced that William Miller, a fourth-year medical student at East Tennessee State University’s Quillen College of Medicine, is a recipient of the National Outstanding Student Award. This year, Miller is one of seven medical students receiving this national honor.

“We are so proud of William and his contributions to Quillen College of Medicine and the community,” said Dr. William Block, ETSU vice president for clinical affairs and dean of the college. “He has established himself as an emerging leader in emergency medicine – not just …

2023-March-10-Appalachian Diseases Of Despair Research Study Released, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 10, 2023) – “Appalachian Diseases of Despair,” a new report from the Appalachian Regional Commission co-authored by Michael Meit from the East Tennessee State University Center for Rural Health Research, finds that diseases of despair mortality had begun to decline between 2017 and 2018, but dramatically surged in 2020, likely due to the COVID-19 pandemic.

Between 2019 and 2020, the diseases of despair mortality rate increased by 24% in the Appalachian region and 20% in the non-Appalachian United States. In 2020, the rate was 37% higher in the Appalachian region than the rest of …

2023-March-10-Sbi Talk- Spirituality And Faith, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 10, 2023) – “Spirituality and the Faith Community: Key Components in Building Personal and Community Resilience” is the topic of an upcoming presentation in the East Tennessee State University Ballad Health Strong BRAIN Institute Resilience Series.

Rev. Dr. Sanghoon Yoo, founder of The Faithful City and the Arizona Trauma-Informed Faith Coalition, will be the guest speaker for the free virtual presentation on Tuesday, March 21, at 2 p.m. Participants may register for the Zoom link at tinyurl.com/4d6m93t2.

In his presentation, Yoo will discuss the role of spirituality in building resilience and how to develop effective collaboration …

2023-March-08-Rotation Spotlight Liz Holder ('23), Etsu Family Physicians Of Kingsport, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Liz Holder (’23), from Derby, Kansas. Her rotation experience was at ETSU Family Physicians of Kingsport with Dr. McKenzie Highsmith, preceptor and associate professor of Pharmacy Practice.

What did your day look like on rotation?

Each day we are able to work as an integrated part of the healthcare team. On a typical day, we work with the medical residents to see their patients at the beginning of each visit. We would update medication lists, answer any medication question the patient may have, and provide counseling on new or current medications. On Monday and Fridays we would participate in …

2023-March-08-College Of Nursing Hosting Inaugural Pattie Lathan Browder Lectureship, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 8, 2023) – The East Tennessee State University College of Nursing has announced the inaugural Pattie Lathan Browder Lecture to be held on Tuesday, March 21, from 11:30 a.m. to 12:30 p.m. in ETSU’s Martin Center for the Arts, Powell Recital Hall.

Dr. Patricia V. Burkhart will present the lecture titled “Nurses Live Their Stories as Caring, Competent Professionals.”

Burkhart is a pediatric nurse with a research doctorate in parent-child nursing and 45 years of nursing experience in pediatric clinical practice, teaching and research. She is professor emerita and associate dean emerita of  undergraduate faculty affairs and …

2023-March-07-Etsu Mentored Substance Use Research Training Program Underway, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 7, 2023) – East Tennessee State University launched its second cohort of the ETSU Mentored Substance Use Research (EMSUR) training program, designed to train substance use researchers across multiple disciplines in order to improve health outcomes in Central Appalachia.

A total of 14 ETSU graduate and undergraduate students were selected for the second cohort and are paired with a faculty mentor to train them in substance use research.

Seven faculty members are participating as mentors in the program, which is led by Dr. Manik Ahuja, assistant professor in the Department of Health Services Management and Policy in …

Open Textbook For Art 27, Nate Cooper

Open Educational Resources

Work in Progress - In the Spring of 2023, I will endeavor to work collaboratively with students to develop an open textbook for the Art 26: UX Visual Design course. As this class has only been offered once in the past and in general the UX courses are new at Kingsborough there isn't an obvious single authority on the subject. As a practitioner in the field professionally, I grow concerned that even if a solid text could be found in print that industry changes happen so frequently that the only helpful authority will need to be a dynamic work. Hence, …

2023-March-07-Etsu Offering Overnight Pharmacy Camp June 5-9, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 7, 2023) – Students interested in learning more about the pharmacy profession can attend the GattonRx Summer Camp at East Tennessee State University Bill Gatton College of Pharmacy, an overnight camp on June 5-9. Registration is $200, and the deadline to apply is April 10. Scholarships are available for students who currently receive free or reduced school lunches or need assistance.

The camp is open to rising high school juniors, seniors and college students. Other levels may be considered on an individual basis.

Activities include:

• learning about the pharmacy profession from experienced, caring faculty,
• conducting patient …

What’S Gender Got To Do With It? Beyond Binary Gender In Market Research Resources, Amanda Pirog

Midwest Business Librarian Summit (MBLS)

No abstract provided.

Engaging Gen Z Through Humor, Wendy Gillis, Fred Pozin

AMTP Proceedings 2023

ABSTRACT

The current generation of undergraduate students in the classroom (Gen Z) is the loneliest generation in the U.S. (Twenge, 2017), and they know it. What are they spending time on? Their phones. What are they not spending time on? Time with friends (Twenge, 2017). Gen Z has more of a life online versus offline, yet Gen Z yearns for in-person interaction, and the pandemic has only made it worse. The authors’ advice? Tell a joke. By combining theories from psychology, management, and marketing, this conceptual paper explores the relationship between humor, trust, and persuasion.

Role Of Social Media On Travel Destination Decision-Making: Young American’S Motivation, Attitude, And Behavioral Intention, Wooyang Kim, Dale A. Cake, Hyun Sang An

AMTP Proceedings 2023

This study aims to examine how social media influences American Millennials’ and Gen Zers’ travel destination decision-making process in an integrative theoretical framework of the Uses and Gratification Theory and Theory of Reasoned Action. Young generations, who desire escapism and entertainment in order to relax through their everyday lives, are looking for value brought to their lives from vicarious out-of-routine experiences through social media, which engenders process gratification. This process evokes the desire to experience and explore the destination they viewed on social media, inducing vicarious pleasure that leads to affective responses toward the travel destination. Notably, a positive …

Secondbrand Exchange: When Traditional Retail Brands Resell Used Products, Peter Silverstein, Catherine Armstrong Soule, Sara Hanson

AMTP Proceedings 2023

This paper explores the novel context of secondbrand exchange, wherein traditional “firsthand” retail brands directly engaging in the reselling of their own previously used items. This research is the first to investigate how and why traditional brands engage in secondhand activities and to consider the influence of this strategy on consumer judgements about new products, used products, and the brand. The authors outline four consumer motives (frugality, sustainability, fashionability, and durability) for purchasing used items that are mapped onto strategic positioning for secondbrands. A framework of item transformation is introduced from refresh to renew to remake. Next, using brand extension, …

Margin Variance Analysis For Informing Customer Engagement Strategy, Timothy J. Smith

AMTP Proceedings 2023

A margin variance analysis measures the sources of difference in gross margins between pieces of business within a larger set of business. When the piece of business is defined as the the total sales to an individual customer over a period of time, sales and marketing managers can use this analysis to define customer specific engagement strategies to improve customer profitability. In this paper, we clarify how customer engagement strategies can be driven by a margin variance analysis, provide derivations of two equally-valid forms of a simple customer margin variance analysis, and demonstrate the margin variance analysis and the development …

The Emergence Of “Createch” As A Required Or Desired Skill For Digital Marketing Internships, Theresa Clarke, Jordan A. Pratt, Canessa N. Collins

AMTP Proceedings 2023

See the uploaded file for an extended abstract.

2023-March-03-Etsu Offering Overnight Pharmacy Camp June 5-9, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (March 7, 2023) – Students interested in learning more about the pharmacy profession can attend the GattonRx Summer Camp at East Tennessee State University Bill Gatton College of Pharmacy, an overnight camp on June 5-9. Registration is $200, and the deadline to apply is April 10. Scholarships are available for students who currently receive free or reduced school lunches or need assistance.

The camp is open to rising high school juniors, seniors and college students. Other levels may be considered on an individual basis.

Activities include:

• learning about the pharmacy profession from experienced, caring faculty,
• conducting …

The Power Of Algorithms And Big Data: A Marketing Perspective On Consumer Manipulation In Business, Jordan C'Rene Reuille-Dupont

University Honors Theses

In marketing, predictive analytics molds big data into tools that can create demographics, target pleasurable neuromodulator chemicals like dopamine, and influence individual and societal behavior patterns. Professionals and scholars alike can use machine-based computation to transform big data into usable knowledge that accurately represents and tracks human behavior. In the past couple of decades this has led to the acceleration of the attention economy and has fueled the age of information. It has pushed countries to not only enforce new laws and regulations, but also race to secure control over data science technologies. The research for this thesis will ultimately …

Predicting Mobility Using Limited Data During Early Stages Of A Pandemic, Michael T. Lash, S. Sajeesh, Özgür M. Araz

Department of Marketing: Faculty Publications

The COVID-19 pandemic has changed consumer behavior substantially. In this study, we explore the drivers of consumer mobility in several metropolitan areas in the United States under the perceived risks of COVID-19. We capture multiple dimensions of perceived risk using local and national cases and death counts of COVID-19, along with real-time Google Trends data for personal protective equipment (PPE). While Google Trends data are popular inputs in many studies, the risk of multicollinearity escalates with the addition of more relevant terms. Therefore, multicollinearity-alleviating methods are needed to appropriately leverage information provided by Google Trends data. We develop and utilize …

The Dedicated Truck To Take You To The Train Station: A Case Study On Ram's Marketing Strategy Through The Hit Series, Yellowstone, Hailey Keidel

Experience Industry Management

A company’s marketing strategy is crucial to said company’s success and expansion throughout its lifecycle. When looking at the automotive industry and its marketing standards, RAM is taking a step beyond with its partnership with Yellowstone. The purpose of this study was to analyze RAM’s marketing strategy in the Paramount series, Yellowstone. A case study was conducted on RAM through a tool created by the researcher with data collected from RAM’s core site, Yellowstone’s core site, and a variety of news and statistic outlets. The results of this study determined that RAM’s marketing strategy is highly successful in connection with …

Ace! How The Waste Management Phoenix Open Rose From The Ash Heap To Become A Sponsorship Exemplar, Lee P. Mcginnis, Keevan Statz

Journal of Applied Sport Management

Waste Management leverages the PGA TOUR’s so-called “People’s Open” in a manner that is unparalleled in the sport industry. The Waste Management Phoenix Open (WMPO) is not only a zero-waste event but also utilizes activation tactics that maximize this value proposition for consumers through sponsored activities that engage fans of all ages, backgrounds, and motivations. After an extensive analysis of the event and what makes it distinct, we propose a framework that we term ACE (Activation optimization, Cohesive value propositions, and Experientially focused programs), which can serve as a three-pronged test that event/property owners and sponsors alike can use to …

Factors Influencing The Green Purchase Intention Among Consumers: An Empirical Study In Algeria, Abir Alalei, Muhammad T. Jan

Journal of Global Business Insights

The main objective of the study is to investigate factors influencing the green purchase intention of Algerian consumers using the Theory of Planned Behavior (TPB). Furthermore, it aims to examine the impacts of subjective norms, consumer attitude, environmental knowledge, and green label variable to the consumer purchase intention. The authors proposed the model of TPB that combines three constructs namely attitude, subjective norms, and perceived behavioral control. The subjective norms and consumer attitude variables were directly adopted from the TPB Model. In addition, environmental knowledge and green label variables were added based on the review of the literature. The study …