Marketing Commons^™

2022-August-01-Restoring The Past - Bucwire, University Marketing And Communication, East Tennessee State University

ETSU News

For more than 100 years, the Hindman Settlement School in Eastern Kentucky has sought to provide education and service opportunities for the people of its mountainous region. Unfortunately, the recent devastating floods in Kentucky threatened to erase important items that are part of the organization’s rich history.

When documents and photos from Hindman were damaged, faculty from ETSU who have connections with the Kentucky school reached out to the Archives of Appalachia to see if there was anything the center could do to assist with restoring and preserving these items.

So, a dedicated team of staff and volunteers came to …

An Empirical Comparison Of The Extended Parallel Process Model With The Terror Management Health Model, David M. Hunt, Omar Shehryar

Marketing Faculty Publications and Presentations

The Extended Parallel Process Model posits that fear-appeal messages are processed only when message recipients perceive a critical level of threat. The more recent Terror Management Health Model suggests that, in addition to level of perceived threat, the nature of the threat also influences how target audiences process fear appeals. Specifically, fear appeals that utilize the threat of death as a consequence trigger both conscious and nonconscious responses that influence message recipients’ health-related decisions. Accounting for the influence of consciousness of death helps explain maladaptive responses that extant theory has been unable to explain. Results from an experiment indicate that, …

Can I Choose My Offer: How Choice On Sales Offer Impacts Consumer Purchase Decision?, Atmadeep Mukherjee

Graduate Theses and Dissertations

While making a purchase decision consumers tend to evaluate various assortments. Most of the research in choice literature has focused on the impact of focal product assortment size and consumer preferences. With the advent of a novel sales promotion strategy, where consumers are provided with a choice to select an offer, this dissertation investigates the effect of choice on sales offer, specifically free offers on purchase evaluations. Building on choice literature and sales promotion this dissertation argues that choice on sales offers, particularly free offers, will have a positive effect on purchase evaluations and the effect gets accentuated under certain …

2022-August-01-Etsu Msn Program Ranked By Fortune, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University ranks ninth in the nation among Fortune Education’s Best Online Master’s in Nursing (MSN) Programs in 2022.

Recognizing that classrooms are “no longer physical but virtual,” Fortune Education aims to guide readers in “navigating this new, rich and somewhat overwhelming world of education.” Its rankings are developed and produced by its editorial staff.

JOHNSON CITY – East Tennessee State University ranks ninth in the nation among Fortune Education’s Best Online Master’s in Nursing (MSN) Programs in 2022.

Recognizing that classrooms are “no longer physical but virtual,” Fortune Education aims to guide readers in …

2022-August-01-Etsu's Carter Railroad Museum Sponsoring Fall Excursion, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Book your seat now for a fall railroad excursion.  

On Oct. 8, the George L. Carter Chapter of the National Railway Historical Society and East Tennessee State University’s George L. Carter Railroad Museum will sponsor a trip that features stops in the Great Smoky Mountains and western North Carolina.  

The trip will include the opportunity to shop, visit the Smoky Mountain Trains Museum and dine in Bryson City, North Carolina.  

“The route is a relaxing ride through quiet countryside on your way to small town life in western North Carolina on the Tuckasegee River Excursion,” organizers …

2022-August-01-Arborist Travis Watson - Bucwire, University Marketing And Communication, East Tennessee State University

ETSU News

He plants shrubs and flowers, ensuring the vegetation gets the appropriate amount of water and sunlight. He cultivates newly planted trees, pruning and assessing the health of the saplings. He helps craft plans for a range of extreme weather events, including droughts and floods. 

East Tennessee State University’s Travis Watson is the campus arborist. He’s also a graduate student working toward a certificate in geospatial analysis.    

“Community projects are huge for me, and I get a lot of personal enjoyment from that,” said Watson, who recently graduated with a master’s degree in biology. “My graduate training at ETSU gave me …

What Is Xr? Towards A Framework For Augmented And Virtual Reality, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch, Hamza Shahab, Florian Alt

Marketing Faculty Publications

Augmented Reality (AR), Virtual Reality (VR), Mixed Reality, and Extended Reality (often – misleadingly – abbreviated as XR) are commonly used terms to describe how technologies generate or modify reality. However, academics and professionals have been inconsistent in their use of these terms. This has led to conceptual confusion and unclear demarcations. Inspired by prior research and qualitative insights from XR professionals, we discuss the meaning and definitions of various terms and organize them in our proposed framework. As a result, we conclude that (1) XR should not be used to connote extended reality, but as a more open approach …

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

Monetizing Attention And Branding Strategy: Assessing The Effects Of Personal Branding On Amateur Athletic Compensation, Abby Christiansen

University Honors Theses

What role does branding play in the compensation issues faced by amateur athletes? How has the rise of influential online social personas legally impacted their case? This thesis explores the long-standing compensation issues that many amateur athletes have faced while under the control of the NCAA. It connects the social impact of online personal branding to some of the legal victories won by student athletes as they gain more freedom over their NIL (name, image, likeness) by detailing the importance of branding and its evolution into personal branding in a 21^st century economy. Many of the rules and regulations …

Purchase Intentions For Hospitality Products With Negative Online Reviews: The Joint Effects Of Rating Disadvantage, Attitude, And Sales Promotion, Wenjia Han

UNLV Theses, Dissertations, Professional Papers, and Capstones

Consumers engage with online reviews when making purchase decisions, especially for experience goods such as hospitality services. Negative online reviews (NOR) harm business revenue and hospitality operators try to minimize the consequence by responding to NOR. However, management responses are hard to implement and could generate adverse effects. This study suggests that the impact of NOR on product choice can be eradicated by launching an appropriate sales promotion. Based on prospect theory, choice theory, social judgment theory, and cognitive dissonance theory, this study examines how different proportions of NOR influence consumer purchase intention for two hospitality sectors – restaurant and …

What Exactly Is Marketing And Public Policy? Insights For Jppm Researchers, J. Craig Andrews, Scot Burton, Gregory T. Gundlach, Ronald Paul Hill, Jeremy Kees, Richard G. Netemeyer, Kristen L. Walker

Marketing Faculty Research and Publications

In this article for the 40th Anniversary of the Journal of Public Policy & Marketing (JPPM), the authors first share what is meant by “policy,” “public policy,” and “marketing and public policy” for researchers in our field. The authors then offer examples of JPPM research informing policy across different stages of the policy-making process: problem identification, agenda setting, policy formulation, budgeting, implementation, and evaluation. They also discuss important sources of public policy (e.g., federal, state, and international agencies; self-regulation; the courts; nonprofits; society; industry standards; company policies; personal ethics) and their role in the marketing and public policy …

2022-August-01-Etsu Theatre And Dance Presents 2022 - 2023 Season, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Four shows will headline the 2022-2023 season for East Tennessee State University’s Department of Theatre and Dance.

“Our previous season marked our first year in the Martin Center’s new Bert C. Bach Theatre, and it was truly an epic season,” said Karen Brewster, professor/chair of Theatre and Dance. “All of our shows were performed to sold-out audiences, and we were able to transform this black box space to become a stretch of the Colorado River, followed by a family living room, to various locations across the mountains of North Carolina. That is the beauty of having …

2022-August-01-Calling Etsu Choirs Alumni, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University has issued a call to alumni of the ETSU Choirs to gather for a special reunion concert. 

The event, which will help kick off Homecoming week at ETSU, happens at 7:30 p.m. on Saturday, Oct. 15, in the ETSU Martin Center for the Arts. 

Greyscale will be honored at concert

“We are inviting all eras of the ETSU Choirs to come together for what will be a truly special evening,” said Dr. Alan Stevens, director of choral activities and chair of the Department of Music.  

ETSU is home to many award-winning …

2022-August-01-New Etsu Faculty - Part 1 - Bucwire, University Marketing And Communication, East Tennessee State University

ETSU News

Leendert Craig

Lecturer

Department of Engineering, Engineering Technology, Surveying, and Interior Architecture
College of Business and Technology

What are you looking forward to the most about being an ETSU faculty member?

I am looking forward to learning all I can from my fellow faculty members and working with the students. I think it is fun to watch them grow as they learn.

Where were you most recently working?

Last year I was working as an adjunct at ETSU.

What are your favorite hobbies?

My favorite hobby is learning. I love taking things apart to learn their secrets and finding ways …

2022-August-01-Etsu One Of America's Best-In-State Employers, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University has been recognized by Forbes in its 2022 listing of America’s Best-in-State Employers.

The listing on Forbes.com was compiled by Forbes and Statista based on data from an independent survey taken by approximately 70,000 U.S. employees working for businesses with at least 500 employees across 25 industry sectors. Direct recommendations from employees, as well as indirect recommendations from workers in industry, were collected in the compilation of rankings. The survey considered every aspect of employees’ experience, including working conditions, salary, growth potential and diversity.

ETSU, which is one of the largest employers in …

2022-August-01-Treating Gambling Disorders - Bucwire, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University is home to the second clinic in the state to treat individuals whose lives have been significantly harmed by gambling, thanks to a $1.2 million grant by the Tennessee Department of Mental Health and Substance Abuse Services (MHSAS).

This grant was recently awarded to The Institute for Gambling Education and Research (TIGER) at the University of Memphis (UM) to expand gambling research and treatment services for all Tennesseans. “In the next five years, our partnership with MHSAS will make Tennessee a leader in managing gambling harms experienced by the people living in our communities,” Ginley said. …

2022-August-01-Etsu To Expand Services For Hivaids Care, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – A new grant will allow East Tennessee State University to expand clinical services to provide support for individuals with HIV in the region.

Dr. Jonathan Moorman, co-director of the ETSU Center of Excellence in Inflammation, Infectious Diseases and Immunity and vice chair for Research and Scholarship in the Department of Internal Medicine, has received a notice of award from the U.S. Department of Health and Human Services/Health Resources and Services Administration (HRSA).

The Ryan White HIV Center of Excellence (COE) has received Ryan White Part B funding from the Tennessee Department of Health for more than …

“We’Re Still Here:” Evaluating Academic Library Instagram Posting During The Covid-19 Pandemic, Julie Turley

Publications and Research

Academic libraries use social media to build community and increase visibility and engagement among followers–students, faculty, and staff. Instagram, in particular, is a popular social media platform used by a college-aged demographic. Academic library Instagram administrators create and maintain Instagram accounts to post visual content to promote the physical library and library services. In March 2020, the COVID-19 pandemic closed the college campuses of the New York City-based City University of New York (CUNY) system to all but “essential staff” and compelled non-essential employees to work from home. During the first few months of 2020, college library Instagram administrators in …

Financial Literacy And Consumer Well-Being: Examining The Role Of Gender Role Ideology, Lorena Garcia Ramon

Theses and Dissertations

Financial literacy, or the ability to process economic information and make informed decisions about financial planning, wealth accumulation, debt, and pensions, has been linked to beneficial financial behaviors that support financial well-being. Despite these benefits, consumers tend to underperform in financial literacy tests with women generally faring worse than men. This dissertation draws from gender roles literature and Expectancy-Value Theory to examine how, why, and when traditional attitudes regarding societal gender roles (i.e., gender role ideology) hinder women’s financial literacy and willingness to acquire financial knowledge. Moreover, it examines how financial literacy and willingness to …

Conspicuous Asceticism: Collapsing Consumers' Hungry Ghosts, Ash Zareian

Theses and Dissertations

The author investigates an emerging construct called conspicuous asceticism expositioned from a narcissism-centric view. The understanding of this construct is approached by drawing an idiomatic semantic parallel in opposition to conspicuous consumption and by utilizing its current theoretical framework of narcissism. Moreover, this paper seeks to extend conspicuous consumption’s theoretical framework as synonymous with the construct of compulsive consumption. Furthermore, I illustrate that consumers must transcend narcissism through engaging in treatment modalities requisite to operationalize a pioneering effort in which consumers can engage in marketing campaign efforts to advertise conspicuous ascetic contexts. This dissertation gleans from extant literature in sociology, …