Are More Followers Always Better? The Non-Linear Relationship Between The Number Of Followers And User Engagement On Seeded Marketing Campaigns In Instagram, Suyoung Moon, Shijin Yoo

Asia Marketing Journal

Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to find out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded influencer and user engagement. The data consists of information from 1,062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded influencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded …

Mobile Banking Service In Mongolia: The Role Of Online Convenience On The Acceptance And Use Behavior, Aisena Ivanova, Grimm Noh

Asia Marketing Journal

The goal of this study is to scrutinize the impact of individual online convenience dimensions on mobile banking acceptance and use in Mongolia. A total of 211 valid responses were collected from Mongolian university students who currently use mobile banking application services from local banks. The SmartPLS 3.3 software was used to conduct the confirmatory factor analysis and test the hypotheses. Using structural equation modelling, this research discovered that access convenience, transaction convenience, and possession/post- possession convenience are the main constructs related to the adoption of mobile banking services. Perceived innovation showed a significant positive effect on the adoption of …

2022-August-04-Libraries Count, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Aug. 4, 2022) – The Institute of Museum and Library Services (IMLS) has announced it awarded $467,000 in grant funding to East Tennessee State University to fund a project known as Libraries Count.  

Led by ETSU faculty member Dr. Alissa Lange, Libraries Count will be a professional learning program that supports library staff in their work integrating math into programming for young children and their families. 

The grant comes as a part of 71 different awards totaling over $21 million by the IMLS to support libraries and archives across the United States. Out of 139 total proposals, …

2022-August-03-Meet Hanna Sigmund, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Hanna Sigmund

Learn more about Hanna Sigmund ('23), from San Antonio, Texas, and her rotation at ETSU Charitable Clinic in Johnson City. 

What does your day look like on rotation?

Prior to the pharmacy opening, we go through holds and refill requests that came in overnight and do any prep work that we need to. Most of the day is spent filling and checking prescriptions and counseling patients. On occasion, we will walk over to the clinic side to talk to a provider. We do not deal with controlled substances or insurance, and we have to transfer any prescriptions …

2022-August-03-Johnson City Community Health Center To Host Health Fair Aug. 13, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Aug. 3, 2022) – ETSU Health Johnson City Community Health Center (JCCHC) is hosting a Community Health Fair on Saturday, Aug. 13, from 9 a.m. until 2 p.m. The event coincides with the culmination of National Health Center Week, designated Aug. 7-13, 2022.

The health fair is free and open to the public. It will be held on the JCCHC grounds, located at 2151 Century Lane, Johnson City. There will be free food, health screenings, door prizes and activities such as face painting and a bounce castle for children. Attendees will also have an opportunity to meet …

2022-August-02-Free Pharmacy Dual Enrollment Class, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Free pharmacy dual enrollment class

JOHNSON CITY (August 2, 2022) – East Tennessee State University Bill Gatton College of Pharmacy is offering a free college class for dual enrollment high school students across the region to learn more about the pharmacy profession and how to get into pharmacy school. The course will be free for all students who have a 3.0 high school GPA or above and are dual enrolled.

This course will be online and asynchronous, meaning students can participate at any point.

REGISTER BY AUG 15

“Training future pharmacists to serve in our region is part of our …

The Impact Of E-Service Quality On The Customer Satisfaction Of Electronic And Small Appliances Online Shoppers In Saudi Arabia, Majed A. Almobarak

Theses & Dissertations

The objective of this quantitative study, which utilized a non-experimental, correlational predictive design, was to evaluate the association between perceptions of e-service quality by Saudi Arabian adult residents and their overall satisfaction with the online retailer from which they buy their electronics and small appliances products. The study also sought to determine to what extent e-service quality factors, as a group and independently, predict the customer satisfaction of the participants of this study. The participants of this study were limited to adults (18 years of age or older), male and female, who live in any region of Saudi Arabia, and …

The Impact Of Line (Brand) Extension Strategies On Competition And In-Store Operational Performance In The China E-Commerce Environment, Er-Yung Stephen Chu

Dissertations and Theses Collection (Open Access)

Line (brand) extension activity in the western markets may have tempered during the last decade, and most of the academic research that has been done is based on traditional brick and mortar stores. With the rise of e-commerce, line extension became a growth tool for brands. The study starts with the classification of line extension strategic types, which gives different tiers of Chinese e-commerce firms a good reference, especially in the rapidly changing e-commerce environment. It also seeks to give guidance for different aspects of launching new line extensions. Using this guidance, future brands can make better estimations of brand …

Designing Better Experiences Through Storytelling: Two Essays Examining The Application Of Storytelling In Service Design And Its Impact On Customer And Service Offering-Related Outcomes, Olamide Temitope Olajuwon Ige

Marketing Dissertations - Archive

The service literature has long recognized that storytelling can be applied in the design of service offerings and their associated customer journeys. The literature also suggests that applying storytelling in service design can enhance the customer experience. However, the customer and firm outcomes that result from applying storytelling in service and customer journey design have not been addressed by the literature. The underlying mechanisms through which storytelling enhances the customer experience and other customer outcomes when applied in service design have also not been addressed by the literature. In addition, there is a shortage of research that addresses the application …

2022-August-01-'Y'All Don't Hear Me: The Black Appalachia' Exhibition Happening Now, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – “Y’all Don’t Hear Me: The Black Appalachia,” curated by East Tennessee State University graduate Kreneshia Whiteside-McGee and featuring artists, poets and musicians from the 13 states of the Appalachian region, is on display over the next month at both the Slocumb Galleries and Tipton Gallery.  

Whiteside-McGee said the title “Y’all Don’t Hear Me” was inspired by her grandfather, a pastor, and as a “statement by someone who feels disregarded.”  

“You don’t hear us because you’re not listening. You’re not listening because you don’t know we exist,” she said. “I want to amplify our narrative and remind people …

2022-August-01-Broadway Has Arrived, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Four touring shows will kick off the inaugural Broadway series at East Tennessee State University’s Martin Center for the Arts.

“Some announcements are a decade in the making, and this unveiling of our inaugural Broadway series has been anticipated for years,” said ETSU President Dr. Brian Noland. “From the moment we broke ground on the Martin Center back in 2013, we have been waiting for this moment, and I am thrilled to see these four award-winning shows take the stage here on our campus.”

The “sun will come out” in January with the arrival of “Annie,” Jan. …

2022-August-01-Etsu Launches Podcast Highlighting Research, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Want to learn more about what unfolded in Southern Appalachia during the Civil War and Reconstruction? Curious about what it means that the official state climate office is housed in Johnson City? How about some of the health issues facing the people of Appalachia? 

These topics and more are the focus of a new podcast launched by East Tennessee State University called “Primary Sources.” The podcast highlights some of the research happening at ETSU.  

“ETSU is home to world-class researchers and eminent scholars doing fascinating work,” said Jessica Vodden, chief marketing and communication officer at ETSU. “This …

2022-August-01-Etsu Again Offering Free Pharmacy Dual Enrollment Class, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University Bill Gatton College of Pharmacy is offering a free college class for dual enrollment high school students across the region to learn more about the pharmacy profession and how to get into pharmacy school. The course will be free for all students who have a 3.0 high school GPA or above and are dual enrolled.

This course will be online and asynchronous, meaning students can participate at any point.

“Training future pharmacists to serve in our region is part of our mission, and we are excited to once again offer these free enrollment …

2022-August-01-Etsu Opening Observatory For Free Open House Events, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Curious about some of the initial results from the James Webb Space Telescope, the most powerful space-viewing tool ever constructed?  

Would you like to look through top-of-the-line telescopes at the moon, stars and other planets? 

You’ll get the chance at East Tennessee State University.

First open house is Sept. 3

For the first time since the COVID-19 pandemic started, ETSU faculty will open the Harry D. Powell Astronomical Observatory for an open house event once a month during the fall semester.  

“For anyone interested in astronomy, curious about the night sky or simply wanting to learn more …

2022-August-01-Etsu Presents Distinguished Faculty Award In Service To Ashley Sergiadis, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University presented its 2022 Distinguished Faculty Award in Service to Ashley Sergiadis, digital scholarship librarian and assistant professor in the Charles C. Sherrod Library.

The Distinguished Faculty Awards in Teaching, Research and Service are the highest honors bestowed upon faculty by ETSU. 

Sergiadis has been instrumental in launching two major initiatives that help reduce the cost of textbooks and other course materials: the Open and Affordable (OA) Course Materials Awards Program in collaboration with ETSU’s Center for Teaching Excellence (CTE) and the Sherrod Library’s E-Textbook Reserves Program. The resulting materials have been used …

2022-August-01-Etsu Response: Kentucky, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University has updated its ETSU Response website to provide information on support for those affected by the recent floods impacting eastern Kentucky and surrounding regions.

The website, etsu.edu/response, provides links and contact information for those who wish to provide volunteer or monetary support to relief agencies working with the people of Kentucky.  

While the ETSU Dean of Students office is reaching out to offer support and assistance to students who have homes in the region, the ETSU Response website also helps connect students, faculty and staff who may have been personally impacted to …

2022-August-01-Etsu Undergraduate Admissions To Host Tri-Cities College Fair, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Over 60 colleges and universities from across the Southeast will be represented at the annual Tri-Cities College Fair hosted by East Tennessee State University’s Office of Undergraduate Admissions on Thursday, Sept. 1, from 9 a.m.-noon and 6-8 p.m. at Freedom Hall Civic Center.

All area high school students, prospective transfer students and their families are invited to attend this college fair, which is free and open to the public. Representatives of regional two- and four-year institutions will be present to discuss admission requirements, scholarships, academic programs, campus life and more.

“We know there have been a lot …

2022-August-01-Etsu Welcomes New Basler Chair, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Musician and sociologist Jason Davis will serve this fall as the East Tennessee State University Wayne G. Basler Chair of Excellence for the Integration of the Arts, Rhetoric and Science, a prestigious university post held by a range of scholars for nearly 30 years.    

“He will be doing so much on campus and in the community this semester, including teaching an engaging course and leading innovative workshops,” said Dr. Mimi Perreault, an assistant professor in the Department of Media and Communication, who is serving as Davis’s faculty liaison.

Jason Davis

Davis is teaching a Media and …

2022-August-01-Etsu's Dr. Cerrone Foster Wins Distinguished Faculty Award In Teaching, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Dr. Cerrone Foster, a scientist teaching at East Tennessee State University for more than a decade, has won the university’s Distinguished Faculty Award for Teaching.  

It is the highest teaching honor that ETSU presents to a faculty member. 

“I have been nothing but inspired by Cerrone’s passion to contribute to the ETSU community, not only through her teaching but also through a diverse number of activities including research mentorship and community service,” wrote a fellow faculty member and Foster’s nominator.  

Foster earned a bachelor’s degree in biology from The College of New Jersey in 2001 and …

2022-August-01-Final Summer Heritage Day Is Saturday At Etsu's Carter Museum, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The final summer Heritage Day event at East Tennessee State University’s Carter Railroad Museum will focus on the history of railroads in the American West.  

Visitors will enjoy replicas of specialized equipment that passed through some of America’s most dramatic scenery, including the Grand Canyon, Great Salt Lake, the Redwood forests and Yellowstone.

Event is Aug. 27

The “Way out West” event is Saturday, Aug. 27.

“The impact these railroads had on establishing a cohesive and united nation on our continent is what helped make America a great country,” said Geoff Stunkard, Heritage Day coordinator for the …