Marketing Commons^™

2022-December-01-Foster, Thornton To Speak At Etsu Commencement, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University will celebrate more than 1,500 members of the Class of 2022 during two Commencement ceremonies held at the Ballad Health Athletic Center on Saturday, Dec. 10.

During the 10 a.m. ceremony, Dr. Cerrone Foster, recipient of the university’s 2022 Distinguished Faculty Award in Teaching, will be the keynote speaker. Foster is a teaching scientist at ETSU for more than a decade and in 2022 was named interim director of Undergraduate Research and Creative Activities. She is also the recipient of the 2022 Notable Women of ETSU. 

At the 2 p.m. ceremony, Larry …

2022-December-01-Levy Named World Powerlifting Champ, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Earning a Doctor of Pharmacy degree is a heavy lift for most student pharmacists, but East Tennessee State University Bill Gatton College of Pharmacy second-year student Brie Levy’s strength goes well beyond the classroom.

Levy, from Chattanooga, was recently named a World Powerlifting Champion in three categories for her weight class – bench press, deadlift and squat – while competing with Team USA in the International Powerlifting League Drug Tested Worlds in Surfers Paradise, Australia. In addition, she broke eight world records, six national records and eight Tennessee records.

“It is really cool knowing that I have …

2022-December-01-Etsu's University Chorale Touring East Tennessee, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The award-winning East Tennessee State University Chorale, under the direction of Dr. Alan Stevens, is touring much of the region in early January.

Concerts run Jan. 8-15

The Chorale is the premier auditioned choral ensemble in the ETSU Department of Music. The ensemble has a long tradition of excellence, including tours both within the United States and abroad. In the summer of 2022, they won the Grand Prix Championship of the Bratislava International Music Agency Competition. Members are selected through a rigorous audition process and must be dedicated to the highest level of artistry. The …

2022-December-01-Joseph Headrick Wins Etsu's 3mt Competition, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Master’s degree student Joseph Headrick won East Tennessee State University’s recent 2022 3 Minute Thesis (3MT®) Competition with a presentation on “Salicylic Acid Inhibits Desiccation Survival of Salmonella Typhimurium.”

This competition, created at the University of Queensland, Australia, provides graduate students the opportunity to develop professional presentation and research communication skills. Participants condense complex research projects into engaging, three-minute presentations designed for a general audience using just one slide. Audience members learn what students in master’s and doctoral programs are studying and gain insight into the future of research, design and innovation in a variety of disciplines. …

Overcoming Bias Against Funding Of Female-Led Entrepreneurial Initiatives: The Democratizing Influence Of Online Crowdlending Platforms, Shivendu Pratap Singh, Trina A. Sego, Shikhar Sarin

Marketing Faculty Publications and Presentations

Crowdlending platforms are becoming an increasingly prominent alternative funding channel for marginalized entrepreneurs to traditional financing. We examine whether the gender bias generally seen in conventional funding channels extends to the funding of female-led ventures in online platforms and how this potential bias affects service businesses. Our analysis of the KIVA crowdlending platform suggests that while online crowdlending platforms exert a democratizing influence on the funding of female entrepreneurial ventures, female-led service businesses were less able to get financing, mainly for larger loan amounts and longer loan terms. Our findings have significant implications for female entrepreneurs working for marginalized/social causes.

2022-December-01-Sweaters For Cameron, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Students, employees and visitors to the East Tennessee State University campus who strolled University Commons recently enjoyed a colorful – and meaningful – sight: a special tree wrapped in a lovingly crafted “sweater.”

“Sweaters for Cameron” is the brainchild of Abigail “Abby” Simpson, a sophomore rehabilitative health sciences major from Church Hill who is a student in ETSU’s Roan Scholars Leadership Program. Through the Roan Impact Focus Project, students read a book over the summer that centered on healthy habits and were encouraged to do meaningful projects using the healthy habits they picked up as a …

Harnessing The Power Within: The Consequences Of Salesperson Moral Identity And The Moderating Role Of Internal Competitive Climate, Omar S. Itani, Nawar N. Chaker

Marketing Faculty Publications

The purpose of this research is to examine the notion of salesperson moral identity as a prosocial individual trait and its associated effects on customer and coworker relationships. In addition, this study examines the underlying processes in which these effects occur as well as the moderating role of internal competitive climate. Our empirical investigation of business-to-business (B2B) sales professionals reveals that moral identity has both direct and indirect effects on a salesperson’s customer- and team-directed outcomes. Specifically, our results demonstrate that salesperson moral identity positively affects both salesperson-customer identification and organizational identification, which, in turn, impact customer service provision and …

2022-December-01-Etsu Professor Named Vice President Of Pca, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Dr. Elwood Watson, professor of history, Black American Studies and Women’s, Gender and Sexuality Studies whose writings and presentations have reached a wide audience, has been selected as the new vice president for Diversity, Outreach and Inclusion with The Popular Culture Association (PCA). 

Dr. Sue Matheson, president of the association and a professor at University College of the North, said: “We are pleased that Dr. Watson has accepted our request to serve in this most important position. The Governing Board is confident that Dr. Watson’s long record of service to the PCA, …

Rebranding My Cosmetics Business, Liaonn Martin

Creativity and Change Leadership Graduate Student Master's Projects

The project is focused on rebranding my business by changing the name, creating a working website, as well as creating and selling different products I am passionate about. As part of the project I worked on making my Instagram page more appealing to bring in customers from all over the world, and using Instagram to promote my products. I also researched different ways to utilize platforms such as Tik Tok and Facebook to help my business become more popular. I created extra gifts such as thank you notes, complimentary lip scrubs, and a thank you note for all of my …

Examining The Relationship Between Different Retail Mediums And Consumer Spending Habits, Melinda Vigh

University Honors Program Senior Projects

Understanding customer behavior and preferences is the first step towards developing optimal strategies for businesses and driving the highest revenues possible. Consumer behavior spending habits are everchanging due to the evolving nature of customers’ needs and preferences. This thesis fills the gap of a quantitative analysis between the in-person and online retail medium reflected onto levels of customer spending. This research provides further information about shoppers’ decision-making processes accounting for correlative relationships between demographic (age, gender, education level, income, etc.) and environmental variables (physical store atmospheres, online retail websites, social media advertisement). The research was based on primary data collected …

2022-December-01-Wets-Fm Launching Year-End Campaign, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – WETS-FM, a public radio station housed on the main campus of East Tennessee State University, is launching a year-end campaign that runs Dec. 10-16.

“Public radio is vital here in the Appalachian Highlands, as well as across the nation,” said Chad Barrett, station director. “We hope our listeners will be generous as we close out 2022.” 

Donations directly support NPR programming, and help the station replace aging equipment.

“We so often hear from our wonderful listeners how much they love WETS-FM,” Barrett said. “We are asking for support to ensure this excellent programming stays on the air.” …

Marketing And The Church, Parker Panetti

Marketing Undergraduate Honors Theses

This paper attempts to take an in-depth look at the current state of the Church in America and how marketing has and will continue to play a key role in its position in society.

The word marketing comes from the concept of the merchant buying and selling a product - in the market. From a Christian perspective, marketing tells the story of the redemptive work of Jesus Christ - who bought and redeemed mankind for a price, saved from sin, and set apart for service to the Lord. Churches have this story, the greatest story to tell, but people are …

2022-December-01-Etsu Predicts Above-Normal Temperatures This Winter, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Like it or not, the official start to winter is only a few days away.

And for the third straight season, winter will be characterized by the La Niña pattern. That likely means higher-than-normal temperatures for much of the Appalachian Highlands and above average precipitation, according to East Tennessee State University.

“Seasonal forecasts can be pretty tricky and the federal government through the NOAA along with the Farmer’s Almanac and Punxsutawney Phil, don’t always get it right,” said Dr. Andrew Joyner and Wil Tollefson, both members of the Department of Geosciences.

Housed in Ross Hall on …

Launching An Online Boutique And Analyzing Digital Marketing Strategies Used, Kayla Weyers

Honors Program: Senior Projects (Public)

Digital marketing is becoming more relevant and widely used in the marketing industry. In order to use the marketing skills that I have learned through my marketing major in a real-world scenario, I launched an online women’s clothing store called Ash + Grae. This paper examines the start-up process and legal obstacles of opening a small business. It also analyzes the different marketing techniques by comparing digital marketing strategies such as social media, influencer, email, and SEO marketing.

Optimal Channel Strategy Of Luxury Brands In The Presence Of Online Marketplace And Copycats, Sarah Yini Gao, Wei Shi Lim, Ziqiu Ye

Research Collection Lee Kong Chian School Of Business

The strategic interaction between authentic luxury brands and their copycats has evolved since the proliferation of online marketplaces. Using a game-theoretic framework, we examine how an authentic luxury brand, observing the strategic behavior of its competing copycats, should make its optimal entry decision to a third-party online marketplace. Our findings reveal that the authentic luxury brand does not sell on the online marketplace when either the quality or the physical resemblance of the copycat to the authentic luxury brand is high. This contributes to the related literature by offering an explanation for the increasing quality of copycats amid the e-commerce …

Arts Marketing, David Ocon

Research Collection School of Social Sciences

Although there are hundreds of resources on traditional and commercial marketing, the materials available specifically for arts marketing are scarce, posing additional challenges for Gillian. Furthermore, while some focus on arts management, few of them address marketing from the perspective of a small-to-medium (often financially struggling) arts organization. An organization like Gillian’s often has limited resources, both financial and human, and can only approach marketing informally. However, it experiences the same pressures to perform well as larger arts institutions. Often, survival depends on how well it implements the marketing strategies that marketing staff create on their own. This chapter is …

2022 December, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2022.

The Impact Of Subscription Programs On Customer Purchases, Raghu Iyengar, Young-Hoon Park, Qi Yu

Research Collection Lee Kong Chian School Of Business

Subscription programs have become increasingly popular among a wide variety of retailers and marketplace platforms. Subscription programs give members access to a set of exclusive benefits for a fixed fee upfront. In this paper, we examine the causal effect of a subscription program on customer behavior. To account for self-selection and identify the individual-level treatment effects, we combine a difference-in-differences approach with a generalized random forests procedure that matches each member of the subscription program with comparable non-members. We find subscription leads to a large increase in customer purchases. The effect of subscription is economically significant, persistent over time, and …

Negative Customer Reviews And The Online Decision-Making Process: The Role Of Construal Fit, Minji Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

Consumers seek out online reviews to aid their decision-making, particularly when purchasing products and services online. Given their power to influence consumer behavior, online reviews have been extensively studied in various settings. While much research has focused on what determines the performance of online reviews, limited research has focused on why a particular review receives more or less attention from consumers. This study aims to fill this knowledge gap by exploring how consumers with different mindsets respond to online reviews framed at different levels of construal. Applying the construal fit principle, this research predicts that consumers more fluently process online …

The Impact Of The Covid-19 Pandemic On Online Food Delivery Apps, Lauren Morell

UNLV Theses, Dissertations, Professional Papers, and Capstones

The restaurant industry continues to change as Online Food Delivery apps (OFD) continue to gain more popularity because of the COVID-19 pandemic. The food delivery market has grown over 52% since the start of the pandemic. Online food delivery app platforms like DoorDash, UberEats, and Postmates began to offer delivery over the past decade, rapidly growing with the help of ghost kitchens. Consumer behavior factors and intention to use OFDs have changed as more advanced app technology becomes available, and as the restaurant industry navigates the COVID-19 pandemic restrictions. Many consumers favor mobile delivery apps overall convenience and perceived usefulness. …