Marketing Commons^™

Have You Found What You’Re Looking For?: How Values Orientations Affect Pro-Social Change After Transformative Service Experiences, Anne Hamby, Justine Rapp Farrell

Marketing Faculty Publications and Presentations

Past research on transformative service experiences suggests that participating individuals may experience positive, as well as (unintended) negative well-being consequences. Most of this work has examined aspects of the service provider and the service experience as a causal factor, underemphasizing aspects of the participants in such experiences as a determinant. Implementing a longitudinal design in the context of a cross-country bike trip to benefit multiple sclerosis, the authors investigate how changes in participants' civic attitudes and skills, as well as perceived personal change and connection to the experience, may depend upon the participants' underlying values orientation. Emerging findings indicate that …

The New World Of Philanthropy: How Changing Financial Behavior, Public Policies, And Covid-19 Affect Nonprofit Fundraising And Marketing, Eric Van Steenburg, Nwamaka A. Anaza, Ahmed Ashhar, Andres Barrios, Ashley R. Deutsch, Meryl P. Gardner, Preeti Priya, Abhijit Roy, Anu Sivaraman, Kimberly A. Taylor

Marketing Faculty Research and Publications

Evolving financial behavior, an unpredictable public policy atmosphere, and an unparalleled global pandemic have collaborated to disrupt nonprofit fundraising. The COVID-19 pandemic alone exacerbated consumer demands for nonprofit services while curtailing nonprofit organizations' ability to fundraise. Without fundraising, nonprofit organizations cannot achieve their mission or support their causes, leading to a precarious situation for societal well-being. Meanwhile, consumers are changing their financial behaviors, with younger generations often going cashless. At the same time, governments continue to change policies that affect nonprofit organizations. In keeping with the transformative consumer research movement, the present study provides a conceptual framework for the state …

Say It Like You Mean It: Linguistic Components Of Social Media Corporate Apologies And Their Effects On Consumer Outcomes, Laurel Johnston

Mahurin Honors College Capstone Experience/Thesis Projects

In order to meet increasing consumer demands and protect their reputations, brands must implement a combination of communication and service strategies on social media today. Corporate apologies are an effective crisis communication strategy to reduce online interactions that damage brand reputations. While the value of social media corporate apologies has been established in the literature, few studies have broken down the elements of apologies used in service interactions on social media platforms.

This study manipulated previously untested linguistic components of corporate apologies on Twitter to test their effects on perceived apology sincerity, forgiveness, purchase intentions, and brand advocacy. Results showed …

Metaverse Beyond The Hype: Multidisciplinary Perspectives On Emerging Challenges, Opportunities, And Agenda For Research, Practice And Policy, Yogesh K. Dwivedi, Laurie Hughes, Abdullah M. Baabdullah, Samuel Ribeiro-Navarrete, Mihalis Giannakis, Mutaz M. Al-Debei, Denis Dennehy, Bhimaraya Metri, Dimitrios Buhalis, Reto Felix

Marketing Faculty Publications

The metaverse has the potential to extend the physical world using augmented and virtual reality technologies allowing users to seamlessly interact within real and simulated environments using avatars and holograms. Virtual environments and immersive games (such as, Second Life, Fortnite, Roblox and VRChat) have been described as antecedents of the metaverse and offer some insight to the potential socio-economic impact of a fully functional persistent cross platform metaverse. Separating the hype and “meta…” rebranding from current reality is difficult, as “big tech” paints a picture of the transformative nature of the metaverse and how it will positively …

2022-October-01-Dr. Kevin Brooks Appointed As Mary V. Jordan Multicultural Center Director, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – East Tennessee State University’s Mary V. Jordan Multicultural Center, located in the D.P. Culp Student Center, now has newly appointed leadership at the helm.

Dr. Kevin L. Brooks will serve as director of the Multicultural Center at ETSU and Student Access and Success following a national search for the position. His new role began in September.

“I believe that the Multicultural Center impacts the campus and community through its provision of programs that promote cross-cultural learning and awareness,” said Brooks. “My personal desire is that we as individuals, as a campus community and as citizens …

2022-October-01-Wets-Fm Launches Fall Fund Drive, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Nurturing a trusted relationship with its listeners, public radio is critical in American society because it generates a more informed public. 

That’s the perspective of Chad Barrett, who now leads WETS-FM on East Tennessee State University’s campus.

That viewpoint is what drives Barrett as the station prepares for its annual fall fund drive that begins Saturday, Oct. 8, and goes through Friday, Oct. 14. 

“Public radio is so important here in the Appalachian Highlands and across the United States,” said Barrett. “We share critical news stories, informed opinions and so much more.” 

Barrett would like to see …

2022-October-01-Introducing Buckys Blend - Bucwire, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Since its founding in 1911 as a state normal school to educate teachers, East Tennessee State University’s overarching mission has been to improve the quality of life for the people of the region. It aims to give that mission a boost by “improving the quality of life for people in the mornings” with the introduction of a new specialty coffee, Bucky’s Blend.

Taking its name from the university’s beloved mascot and its slogan, “Roasted in the shadow of the mountains,” from the first line of ETSU’s alma mater, this new whole-bean coffee is manufactured by Doe River …

2022-October-01-Etsu Trio Programs Win String Of Impressive Grants, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The U.S. Department of Education has announced that East Tennessee State University’s TRIO programs have won a string of impressive grants totaling more than $10 million in the coming years. 

The largest of the awards is for the TRIO-Upward Bound Math/Science program and three other Upward Bound programs, which support high school participants in their preparation for college entrance. The university will receive more than $7 million over the next five years.  

“It is a very competitive grant renewal process, and we feel fortunate to be able to continue Upward Bound and Upward Bound Math/Science for …

2022-October-01-Etsu Voting Site Opening Ahead Of November Elections, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s early voting location will be in operation from noon to 7 p.m. on Monday, Oct. 24, and from 9 a.m. to 5 p.m., Tuesday-Friday, Oct. 25-28. It will be in room 219 of the D.P. Culp Student Center.

“We are pleased to invite faculty, staff, students and community members back to campus for early voting this October,” said Nathan Farnor, coordinator for Leadership and Civic Engagement. “There is always a special level of energy and excitement around the state and federal general elections. We are hopeful that Washington County …

2022-October-01-Fafsa Etsu Scholarship Application Now Open, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The 2023-2024 Free Application for Federal Student Aid, also known as the FAFSA, is now open to current and potential college students.  

“We certainly understand that the financial aid process may seem daunting,” said Catherine Morgan, director of the Office of Financial Aid and Scholarships at East Tennessee State University. “At ETSU, we have dedicated and caring experts ready to assist you.” 

Why it matters 

The FAFSA is a student’s gateway to all federal financial aid, as well as the first step for many other funding opportunities. Many scholarships – including the Tennessee HOPE (Lottery) Scholarship – …

2022-October-01-Dr. Randy Wykoff Inducted Into Tennessee Health Care Hall Of Fame, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Dr. Randy Wykoff, dean of East Tennessee State University’s College of Public Health, was inducted into the Tennessee Health Care Hall of Fame on Tuesday, Oct. 18, in a ceremony held at the Fisher Center for the Performing Arts at Belmont University.

With a mission to honor those who have made significant and lasting contributions to the health and health care industries, the Hall of Fame was created in 2015 by Belmont University, the McWhorter Society and the Nashville Health Care Council, a founding partner. Wykoff was one of five 2022 inductees.

“Dr. Wykoff is a …

2022-October-01-'Let's Boogie, Bucs!' - Etsu To Celebrate Fall 2022 Homecoming, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Students, faculty, staff and the community are gearing up to celebrate Homecoming at East Tennessee State University. A seasonal tradition, Homecoming celebrations will accompany the red, yellow and orange hues gracing the Appalachian Highlands this fall from Oct. 17-23. The theme for this year has been coined, “Let’s Boogie, Bucs,” as participants can expect aesthetics, activities and apparel that align with the disco-saturated era of the 1970s.

“We chose disco as a unique, funky and exciting theme that everyone would be able to participate in,” said Sadie King, ETSU Student Government Association secretary of state and …

2022-October-01-Etsu Basler Chair Performing At Martin Center, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University College of Arts and Sciences Basler Chair Jason Davis will present a performance of environmental music on Friday, Oct. 14 at 7:30 p.m. at the Martin Center for the Arts. 

Davis is a composer, bassist and the director of Climate Stories Project, an educational and artistic forum for sharing personal stories about climate change. 

The event, hosted by the Department of Music, is free and open to the public.

“Jason will present his music which is based on interviews and recordings of oral histories from communities facing climate challenges,” said Dr. Mimi Perreault, …

2022-October-01-Etsu Hosting Symposium On Bioeconomy, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The East Tennessee State University Research Corporation is hosting “Growing the Future: Symposium on Innovation and Education for the Bioeconomy” on Oct. 27 beginning at 9 a.m. in ETSU’s Mary B. Martin Center for the Arts. This event will bring together leaders in education, government and industry to highlight global bioeconomy opportunities and initiatives in the Appalachian Highlands. 

The symposium will feature some of the world’s most innovative thought leaders in the bioeconomy. Those include Dr. Bryan Greenhagen of Ginko Bioworks; Dr. Thomas Tubon, chief workforce development officer from BioMADE; Dr. Kate Sixt, principal director for Biotechnology …

2022-October-01-Etsu Will Honor Music Legends At Friday Concert, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Jack Tottle, a legendary musician who founded what is now Bluegrass, Old-Time and Roots Music Studies at East Tennessee State University, will be honored with an honorary doctorate this Friday. 
 
The university will make the presentation during the program’s 40th anniversary concert on Friday, Oct. 21 at 7 p.m. at the ETSU Martin Center for the Arts.
 
Tottle will be joined at the concert by world-famous alumni.
 
The concert will feature a reunion of alumni bands from the 1980s, 90s and early 2000s, along with current ETSU faculty and students. 
 
Tottle, who is traveling from Hawaii, founded …

2022-October-01-Meet Morgan Laymon, University Marketing And Communication, East Tennessee State University

ETSU News

How many people knew what they wanted to pursue as a profession when they were children? Did it begin with a dream and vivid imagination to become a superhero, a professional athlete, a firefighter – or an actor who made the silver screen for Hollywood blockbuster movies?

For ETSU freshman Morgan Laymon, the dream he had as a child is one he’s making come true, thanks to a groundbreaking collaboration between BlueCross BlueShield of Tennessee and ETSU that resulted in the BlueSky Tennessee Institute powered by ETSU.

Morgan is from Chattanooga and is the second person in his family to …

2022-October-01-Next Carter Railroad Museum Heritage Day Is Saturday, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The legendary Southern Railway, as well as the many other railroad lines of the Southeast, will highlight the Oct. 29 Heritage Day at East Tennessee State University’s George L. Carter Railroad Museum.  

“The vacation destinations of the South generated competitive railroad traffic since railroading began, not to mention things like produce and other perishables,” said Geoff Stunkard, Heritage Days coordinator for the museum. “This resulted in fast schedules and colorful equipment, so we are looking forward to showcasing the trains of yesterday and today for this special event.”

Saturday event is 10 a.m.-3 p.m.

This Heritage Day …

2022-October-01-Spooky Spotlight - Lucille Clement Hall, University Marketing And Communication, East Tennessee State University

ETSU News

You hear marbles rolling on the top floor. You may hear a young boy say hello. You venture up the steps, however, and find no one is there. 

So goes the spooky story recounted by dozens of students and staff over the years from Lucille Clement Hall, a five-floor housing unit on ETSU’s campus. 

It’s the legend of “Marble Boy.” The gist: Many years ago, a young boy died falling down an elevator shaft after dropping his marbles. Now, he occupies the same building he perished in.

Beware the "Marble Boy"

Yelling at the ghost to stop doesn’t seem to …

2022-October-01-Priority Scholarship Nearing For Etsu Pharmacy, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The deadline is nearing to earn up to $10,000 as a Priority Applicant at East Tennessee State University Bill Gatton College of Pharmacy. 

Tuesday, Nov. 1, is the last day to apply for a Priority Scholarship, the college’s biggest scholarship, and secure a spot in the Class of 2027. 

“This is an exciting time to pursue pharmacy as a career because we are seeing a shortage in pharmacy jobs, with sign-on bonuses being offered across the country,” said Dr. Kathy Mueller, the college’s new director of admissions. Mueller also serves as assistant professor of Pharmacy Practice and …

2022-October-01-Andrew Cbat Leadership Academy Announced Following $150,000 Scholarship Endowment, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University's College of Business and Technology and the ETSU Foundation unveiled the newly named Andrew CBAT Leadership Academy following a three-year endowment commitment totaling $150,000 from two local business leaders,  Dewey Andrew and Scott Andrew. 

The Andrew CBAT Leadership Academy Scholarship Endowment is a generous gift that will support the college's Leadership Academy and fund scholarships aimed at empowering students to become the next servant leaders in the Appalachian Highlands and beyond. 

“The Andrew CBAT Leadership Academy enhances the professional development of selected undergraduate and graduate students through educational experiences and service leadership opportunities,” …