Marketing Commons^™

A Cross-Cultural Analysis Of Ridesharing Intentions And Compliance With Covid-19 Health Guidelines: The Roles Of Social Trust, Fear Of Covid-19, And Trust-In-God, Md Nazmus Sakib, Fuad Hasan, Md Al-Emran, Reto Felix

Marketing Faculty Publications

Ridesharing services such as Uber and Lyft have been substantially affected by the ongoing COVID-19 pandemic. Drawing on social capital theory, the current research investigates how social trust relates to three types of trust in compliance with COVID-19 guidelines and consumers' ridesharing intentions. Analyzing data from two economically and culturally distinct countries, the results suggest that social trust positively affects trust in platform companies' compliance with COVID-19 guidelines (TPC), but not (or to a lesser extent) trust in drivers' (TDC) and other riders (TRC) compliance with COVID-19 guidelines in both the United States and Bangladesh. Importantly, TPC, TDC, and TRC …

2023-March-01-Etsu, Bristol Motor Speedway Hosting Breaking Into Sports, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – In partnership with East Tennessee State University’s Sport Management Program, Bristol Motor Speedway will host a “Breaking Into Sports” event later this month. 

“This networking event benefits both students and organizations,” said Dr. Amanda “Amy” Greene, associate professor of sport management in the Department of Sport, Exercise, Recreation and Kinesiology. “Providing students an opportunity to get out of the classroom and meet professionals is a vital part of building connections within the sport industry.”

Event is March 29

This hands-on-learning event has generated past success for students.  

“I met one of the ETSU athletic administrators at …

2023-March-01-Leading In Rural Health, University Marketing And Communication, East Tennessee State University

ETSU News

March 22, 2023

This week, ETSU Health published its annual magazine, highlighting achievements and advances in health care and research. East Tennessee State University has long been a leader in the health sciences and rural health in particular. Through collaboration with community partners such as Ballad Health, ETSU provides care to high-need communities throughout the Appalachian Highlands and is at the center of cutting-edge research. 

Our health sciences faculty, staff, and students are leading projects on a variety of topics. For example, a team from ETSU recently received a $1.8 million NIH grant to focus on finding ways to restore …

2023-March-01-Women's History Month At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

Celebrate the Women Who Inspire Us

In recognition of Women’s History Month, ETSU invites you to take part in a new campaign celebrating #TheWomenWhoInspireUs. The campus community is invited to share messages on social media in honor of the women who have made a positive impact in your life. Use the hashtag #TheWomenWhoInspireUs for a chance to have your message featured on ETSU’s social media channels. 

Women's History Month Events

The Women and Gender Resource Center has planned numerous events in recognition of Women's History Month. 

2023-March-01-East Tennessean, The University's Student-Run Newspaper, Turns 100, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – A December 19, 1941, edition carried student and faculty perspectives about the Japanese attack on Pearl Harbor only a few days earlier. 

A headline that stretched across the front page in late 1945 declared “campus enrollment zooms up.”  

The school’s homecoming game against nearby Carson-Newman University made up a front page in October 1953 that also featured articles about former Tennessee Gov. Jim McCord and activities happening in the Science Club.

The East Tennessean first published in 1923

For a century, the East Tennessean, a student-run newspaper housed on the university’s main campus, has covered scores of …

2023-March-01-Etsu Presents Little Shop Of Horrors, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The East Tennessee State University Department of Theatre and Dance is bringing the horror comedy rock musical “Little Shop of Horrors” to the Appalachian Highlands. 

Performances are set for March 30, March 31 and April 1 at 7:30 p.m. in the Bert C. Bach Theatre at the ETSU Martin Center for the Arts. Matinees are scheduled for April 1-2 at 2 p.m.

Show runs March 30-April 2

“‘Little Shop of Horrors’ is a classic tale of a Faustian bargain struck between its tragic hero, Seymour Krelborn, and a carnivorous plant,” said Melissa Shafer, director of the musical …

2023-March-01-Etsu Trustees Finance Administration Committee To Hold Special Called Meeting, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University’s Board of Trustees will hold a special called meeting of the Finance and Administration Committee on Tuesday, March 28 at 11 a.m. to discuss tuition and mandatory fees and budget for 2023-24.

The meeting will be conducted permitting participation by electronic or other means of communication if necessary. A livestream of the meeting will be available at etsu.edu/trustees/livestream.php.

When they become available, the agenda and accompanying materials for the meeting will be posted at etsu.edu/trustees under “Meeting Schedule & Materials.”

For more information, call 423-439-4317.  For disability accommodations, call the ETSU Office of Disability Services …

2023-March-01-Quillen College Of Medicine's Class Of 2023 Takes Part In Match Day, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Members of the Class of 2023 at East Tennessee State University’s Quillen College of Medicine found out today where they were matched for their residencies, which they will begin this summer following their graduation in May.

The National Resident Matching Program (NRMP) pairs graduating medical students with residency programs throughout the country. The Class of 2023 had a 100% match rate, the second-straight year Quillen graduates have enjoyed a 100% match rate. Graduates matched into 15 specialties in 20 states and the District of Columbia. 

Of the 73 students in the Class of 2023, 49 are remaining …

2023-March-01-The Value Of Higher Education, University Marketing And Communication, East Tennessee State University

ETSU News

Although the value of higher education has been called into question in recent years, results from a recently released public opinion survey in Tennessee indicated that Tennesseans believe postsecondary education offers significant value and is worth the investment of both time and money. As outlined in a research study released by the State Collaborative on Reforming Education (SCORE), the majority of Tennessee voters agreed that obtaining postsecondary credentials brings countless benefits to students, including improved employment outcomes, higher wages, and the ability to withstand an economic downturn.

The study also includes insights from the Boyd Center for Business and …

2023-March-01-Dr. Holly Wei Awarded 'Book Of The Year' By American Journal Of Nursing, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Dr. Holly Wei earned a 2022 Book of the Year Award from the American Journal of Nursing (AJN), considered the profession’s premier journal.

The leadership textbook titled “Visionary Leadership in Healthcare: Excellence in Practice, Policy, and Ethics” was the first-place winner in in AJN’ “Nursing Management and Leadership” category. Wei is a professor and associate dean for Research and Scholarship at ETSU’s College of Nursing. She co-authored the book with Dr. Sara Horton-Deutsch, director of the University of San Francisco and Kaiser Permanente Partnership.

The award-winning book challenges nurse leaders to look to …

2023-March-01-This Charismatic Critter Evolved A Unique Lifestyle, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Take a stroll through a desert in western North America, and you might spot a tiny hopping rodent with enormous ears. Kangaroo rats and kangaroo mice are well-adapted for life in dry habitats, but their distant ancestors were not.  

Now, thanks to a new fossil discovered in Oregon, researchers have a clearer picture of how and why these charismatic critters evolved their unique lifestyle. 

This fossil was identified as a new species in a study published in the journal PeerJ. Dr. Joshua Samuels, associate professor in the East Tennessee State University Department of Geosciences and curator at …

The High Tide Inn Rebrand, Caroline Turnbull

Graphic Communication

For my Senior Project, I found a small Inn in Maine that was just purchased by a new owner. The previous owner of The High Tide Inn was very old and had owned the Inn for a long time, running on word of mouth and the quaint charm of the location. Their website was not a priority and had not been updated in decades. It was not mobile friendly, up to date, or easy to navigate. The logo reflects a charming sign on the property, but does not translate well digitally. In addition to this, there is no vector file …

Increasing Social Media Equity Of A Brand By Developing Social Media Capabilities And Consumer Promotions, Manisha Mathur

AMTP Proceedings 2023

Existing literature identifies the role of customers in promoting a brand on social media and in providing recommendations to others customers based on their own experiences with the brand. The recent focus on using social media has led to most firms becoming effective in using social media to develop customer communities, becoming content providers unlike traditional advertisers, and focusing on conversing with consumers rather than directing marketing messages at them (Barwise and Meehan, 2010). In this research, we conceptualize social media equity as comprising of a brand’s associations with customers on social media, quality perceptions of the retailer brand on …

Comments From The Editors, Tulay Girard, Melek Meral Anitsal

Journal of Applied Marketing Theory

We welcome you to the current issue of the Journal of Applied Marketing Theory. The objective of Journal of Applied Marketing Theory (JAMT) is to provide a reputable platform for publishing academic research that advances marketing knowledge and offer insights for marketing managers.

What Drives Cryptocurrency Adoption? Exploring The Role Of Psychological Traits And Environmental Orientation, Sooyeon Choi, Seungho Shin

Journal of Applied Marketing Theory

Cryptocurrency is gaining worldwide recognition. This research examines the psychological determining factors of consumers’ cryptocurrency adoption behavior based on the theory of planned behavior. 452 samples are collected from U.S consumers and the data are analyzed by PLS-SEM. The findings reveal that consumer innovativeness has positive influences on the attitude and perceived behavioral control for cryptocurrency and in turn affects the intention to use cryptocurrency. Subjective norm is a significant predictor of cryptocurrency intention and the LOHAS lifestyle moderates the influence of attitude on the intention. This research offers theoretical and practical implications for the cryptocurrency market.

How Likely Are Viewers To Watch Television Commercials: A Connectedness Perspective, Velitchka D. Kaltcheva, Anthony Patino, Dennis Pitta

Journal of Applied Marketing Theory

With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among …

The Sport Marketing Portfolio Matrix: A Theory-Integrative Exploration Of Fans’ “Buy,” “Hold,” And “Sell” Behaviors, Kirk Damon Aiken, Richard M. Campbell, Ajay Sukhdial

Journal of Applied Marketing Theory

The field of sport marketing lacks a comprehensive understanding of how fan behaviors link directly to sport products. This work introduces a model that accurately categorizes sport products, better recognizes fan behaviors, and simultaneously provides strategic guidance to sport managers. The model integrates the foremost theories of fan behavior with the financial theory of portfolio management. This novel perspective posits that sport fans should be viewed as “investors” who buy, hold, and sell athletes and teams. Fans manage their individual portfolios in line with personal goals, values, and social influences. The integration of theories bears significant implications regarding how sport …

Sophisticated Vs. Rugged: Examining Gendered Brand Communication Styles And Social Media Engagement, Joanne T. Cao, Jamye Foster, Gallayanee S. Yaoyuneyong, Lacey K. Wallace

Journal of Applied Marketing Theory

Advertising and marketing managers understand that not all brands need to be on social media, but what is not clearly understood is consumers’ engagement expectations for brands that are on social media. Therefore, this study investigates the impact of brand personality, specifically sophisticated and rugged brands, and gendered communication styles on consumers’ expectations of social media engagement. A scenario-based experiment is performed to test the hypotheses using a mock brand. The main study consisted of a Qualtrics consumer panel, and a MANOVA was utilized to examine three components of social media engagement (consumption, contribution, and creation) on the two brand …

Using The I3 Model To Understand Overeating, Kenneth Herbst, Mark Peterson, Suman Saha

Journal of Applied Marketing Theory

This paper uses a conceptual framework, the I³ Model (pronounced the ‘I-Cubed Model’), for understanding the influence of external and internal factors on eating behavior. According to the I³ Model (Instigation, Impellance and Inhibition), three processes can explain how overeating can occur. This paper provides support for the I³ Model through a field experiment and two laboratory experiments. The I³ Model sheds light on the nature of overeating when a perfect storm arises in which instigation and impellance are strong and inhibition is weak. The identification of this perfect-storm condition suggests that …

Chamber Of Commerce Membership: An Explanatory Model Of Member Organizations’ Normative, Continuance And Affective Commitments, Shawn F, Clouse, Simona Stan, Nader H. Shooshtari

Journal of Applied Marketing Theory

Organizations join associations to gain a wide range of benefits, such as advocacy in the local community, more expertise, or access to markets and new technologies. However, these benefits do not always result in readily observable positive outcomes as compared to the monetary costs and time investment for businesses. Such value judgements may result in lower commitment to the association and ultimately dropped memberships. The purpose of this study is to better understand the factors that drive member organizations’ commitment to a chamber of commerce. The results of the empirical study show a positive impact of members’ role expectancies and …