Marketing Commons^™

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 …

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-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 …

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-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 …

Great Expectations: Consumer-Brand Relationships And Their Influence On The Organizational Outcomes Of Brand Transgressions, Sabrina Viscomi

Atlantic Marketing Journal

The business landscape has shifted from simply delivering quality products and services to creating shared value. It does this by fulfilling consumers’ deeper needs and meeting their increasingly high expectations. Brand transgressions inhibit organizations’ ability to meet consumers’ demands, complicating the consumer-brand relationship. As a result, brands are often unprepared to deal with the consequences of transgressions, which can be costly. The purpose of this research is to explore the influence of prior consumer-brand relationships on the organizational outcomes of brand transgressions through the lens of social contract theory. This systematic review synthesizes 39 articles to derive five analytical themes: …

An Investigation Of The Association Between Tourist Pre-Trip Planning Time And Length Of Trip, Lodging Choice, Tourist Psychographics And Demographics: An Application Of Correspondence Analysis And Cramér’S V Effect Size, James E. Stoddard, George D. Shows

Atlantic Marketing Journal

When performing survey research it is normal to collect descriptive information such as income, gender, highest education attainment, and others. This information is used to categorize the collected research responses into groups. This nominal or ordinal data may also be used to find patterns in the collected data and suggest relationships. As an exploratory research method, it can suggest future research possibilities to confirm these relationships. This paper introduces the use of Correspondence Analysis (CA) as a research technique to suggest possible relationships using nominal or ordinal data, using collected research from a survey performed to measure tourist preferences in …

Examining The Effectiveness Of Marketing Practices Of A Nonprofit Institution Of Higher Education: Internal Service Provider, Doreen E. Sams, Mary Kay Rickard, Kendra K. Evans

Atlantic Marketing Journal

Abstract - Quality education is the sum of Institutions of Higher Education’s (IHE) parts, including classroom instruction and internal services, that are key to a student’s success during and after college. The purpose of this study is to address an understudied sector in the nonprofit marketing literature (i.e., Institutions of Higher Education internal service providers). The current study extends Dakouan et al. (2019) work by examining the marketing efforts of an IHE’s career services center’s effectiveness in creating awareness and increasing attendance at career events. The study focuses on outbound marketing strategies addressing the research question “to what extent are …

Mktg 666: Mktg 666 Research Methods 2 Seminar, Saim Kashmiri

GMAS Course Syllabi

No abstract provided.

2023-April-01-A Community Needs Excellent Exhibitions. Etsu Has Them., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University received impressive accolades at this year’s Tennessee Association of Museums (TAM) conference.  

The ETSU Tipton and Slocumb Galleries won the Award of Excellence and were nominated for the prestigious Past Presidents Award for its “Black and Queer Appalachia” project at the conference.

The “Black and Queer Appalachia” project included two African American group exhibitions titled “Black Gaze,” which was co-curated by Lyn Govette and Lynn Bachmann and featured local Appalachian Highland artists. The project also featured “Y’All Don’t Hear Me: The Black Appalachia” curated by Kreneshia Whiteside-McGee, which highlighted 28 visual, literary and …

2023-April-01-An Ancient Tale That's Still Relevant, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – “Medea,” first performed in 431 B.C., is still relevant to modern audiences.  

The East Tennessee State University Department of Theatre and Dance will bring this captivating story of love, hate, revenge and murder to the stage later this month. 

Performances will be presented in the Bert C. Bach Theatre at the ETSU Martin Center for the Arts at 7:30 p.m. Thursday-Saturday, April 20-22. A 2 p.m. show is scheduled for Sunday, April 23. Purchase tickets here or call (423) 439-2787 for more information.

Medea begins April 20

“Take out the use of magic, and forget that this …