Marketing Commons^™

2022-May-31-Welcome To Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University welcomes the following faculty and staff members who recently joined the university:

Sara Allen is a marketing and communications manager with the Martin Center for the Arts. She was previously a digital marketing manager with Pharmacy Network Services. She holds a B.S. degree in mass communications from the University of Montevallo.

Sarah Bennett is an employment coordinator for Access ETSU, Clemmer College. Before coming to ETSU, she was a coordinator of High School Programs and Perkins V at Northeast State Community College. She holds a B.A. degree in collaborative health and human services from California State …

2022-May-31-Enjoy Retirement, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to the following members of the East Tennessee State University family who retired in May.  Thank you for your service!

Robert Plummer – Executive Director, University Advancement, 37 years of service

Leisa Wiseman – Director of Foundation Accounting, Business and Finance, 38 years of service

Published May 31, 2022, as part of the Accent email newsletter for faculty and staff.

2022-May-26-Etsu Launching Graduate Program In Applied Data Science, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 26, 2022) – In answer to a growing demand in the Appalachian Highlands and throughout the world, East Tennessee State University will offer a master’s degree in applied data science this fall. 

“It is difficult to imagine a field that is booming more than data science right now,” said Dr. Robert M. Price, professor and chair of the Department of Mathematics and Statistics at ETSU.  

A two-year program that offers both online and in-person courses, the applied data science program provides students with hands-on learning experiences with a variety of companies, including Ballad Health and Eastman …

2022-May-26-Etsu Selects Dean For College Of Arts And Sciences, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 26, 2022) – Dr. Joe Bidwell, an internationally respected scientist who has published well received work on topics ranging from climate to reptiles, will lead East Tennessee State University’s College of Arts and Sciences as dean. 

Dr. Kimberly D. McCorkle, provost and senior vice president for Academics at ETSU, announced the appointment following a months-long search.

Dr. Joe Bidwell

“Dr. Bidwell emerged from a field of outstanding candidates,” McCorkle said. “Dr. Bidwell’s successes at ETSU, including faculty recruitment and strategic planning, made him an ideal choice. We look forward to all that Dr. Bidwell and his …

Muslim Fashion Influencers Shaping Modesty In The Twenty-First Century On Social Media, Awa Sanno

Student Theses and Dissertations

The depiction of Muslim women in Western media has been a long-running joke, as they are framed to be oppressed by the burdens of their religion and the hijab. However, Muslim women have used the power of social media to counter that narrative through their large followings as fashion influencers, digital creators, food bloggers, makeup artists, lifestyle bloggers, musicians, and so much more. Specifically, Muslim fashion influencers are changing and redefining the notion of modesty throughout their posted content on social media. Many people in Muslim communities see this redefinition of modesty as a conflict with the "proper" ways of …

An Ethical Discussion About The Responsibility For Protection Of Minors In The Digital Environment: A State-Of-The-Art Review, Charles Alves De Castro, Aiden Carthy, Isobel Oreilly Dr

Articles

Many ethical questions have been raised regarding the use of social media and the internet, mainly related to the protection of young people in the digital environment. In order to critically address the research question "who is responsible for ethically protecting minors in the digital environment?", this paper will review the main literature available to understand the role of parents, the government, and companies in protecting young people within the digital environment. We employed a holistic process that covers a state-of-the-art review and desk research. The article is divided into four sessions; (1) Government Policies from the European Union (EU) …

The Future Of Name, Image, And Likeness In Advertising, Olivia E. Nuss

LSU Master's Theses

This study explores the unique intersection of the law and the theories of communication related to a student athlete’s ability to receive compensation based off their name, image, and likeness (NIL). The purpose of this study is to understand the future of NIL legislation application as it relates to emerging media and student-athletes’ privacy interests in order to better understand influencer marketing and the impact new legislation will have on student-athlete brand deals. Through a series of semi-structured, in-depth interviews, I explored industry trends in NIL as it relates to brand partnerships and advertising, focusing on key players, methods, and …

The Use Of Ethnonyms In Communication Strategies, Cristina B. Gonzales Otoya Villanueva

Student Theses and Dissertations

This research aims to explore the effectiveness of the language used in external communications, including brand campaigns already launched targeting different ethnic groups, with a particular emphasis on the Hispanic, Latino and Latinx communities. The final objective is to provide recommendations on the appropriate use of ethnonyms in their marketing strategies while authentically approaching their target market to generate brand affinity and long-standing trust.

2022-May-23-Center For Pharmacy Education, Advocacy And Outreach, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 23, 2022) – East Tennessee State University Bill Gatton College of Pharmacy and Ballad Health are establishing a new center to improve the lives and health outcomes of people in the Appalachian Highlands.

Ballad Health has committed a $470,000 annual gift to the college to create the Center for Pharmacy Education, Advocacy and Outreach, which will broaden efforts to help better equip pharmacists to transform practice and to work with patient care team members across inpatient and outpatient settings to improve transitions of care on hospital admission, discharge and overall health outcomes.

“ETSU and Ballad Health …

2022-May-23-Center For Pharmacy Education Advocacy And Outreach, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 23, 2022) – East Tennessee State University Bill Gatton College of Pharmacy and Ballad Health are establishing a new center to improve the lives and health outcomes of people in the Appalachian Highlands.

Ballad Health has committed a $470,000 annual gift to the college to create the Center for Pharmacy Education, Advocacy and Outreach, which will broaden efforts to help better equip pharmacists to transform practice and to work with patient care team members across inpatient and outpatient settings to improve transitions of care on hospital admission, discharge and overall health outcomes.

“ETSU and Ballad Health …

The Rise Of American Food In China, Shiyan Wang

Master's Projects and Capstones

Over the years, American food has become more and more popular in China. Today, the Chinese are more open to trying new cuisines. To fully understand the forces that have catalyzed the growing presence of American foods in China, my research project demonstrates the complex web of factors that shape how American food businesses’ presence in China has changed over the last decade. Examining a diversity of sources, including existing trend data, my analysis focuses on the domestic and global factors that have facilitated the growing presence of American food restaurants in China. Using this research as a jumping off …

Inaccessible Interpolated Imagery: How Coffee Farmers In The State Of Chiapas Might Access Political Economic Opportunity Through Representation, Paolo Fiann Bicchieri

Master's Theses

Here is a useful parable to boil down the idea of this project and set the tone: when one goes to the bar to tell a story about a fight at the bar, they would never venture to place themselves as the hero of the brawl, taking out three drunkards in a single punch, unless they were really in the bar, at that time, fighting a good fight. One would never do this as the bartender, locals, and regulars would all know if this were the case or not. Yet transnational corporations, governments, and even consumers do this all the …

2022-May-20-Rural Health Conference, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 20, 2022) – East Tennessee State University Health Sciences faculty, staff and students were well represented at the nation’s largest gathering of rural health professionals in Albuquerque, New Mexico, last week.

The 45^th annual Rural Health Conference sponsored by the National Rural Health Association (NRHA) took place May 10-13 both in person in Albuquerque and virtually, with over 80 sessions designed to help raise the standard of rural health.

“The National Rural Health Association is the premier organization that brings together leading researchers, practitioners and other experts in rural health,” said Dr. Randy Wykoff, dean …

Differences Between Brand Activism And Corporate Social Responsibility In Consumer Perception, Erika Marchiondo

Student Theses and Dissertations

The purpose of this thesis is to determine if there is a perceived difference among consumers between brand activism and corporate social responsibility. Taking a stand in social and political causes has become an unspoken requirement for major brands. Consumers are selective about purchasing from brands that do not adhere to ethical practices. Consumers are also demanding increased brand transparency about the philanthropical causes brands support. I want to determine how aware consumers are of acts of corporate social responsibility and brand activism, and if consumers are able to identify a fundamental difference between behaviors associated with the two terms. …

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Resume Research Questions Through The Seven Philosophical Foundations Of Communication, Michael W. Major

Faculty & Staff Scholarship

While there is no lack of peer-reviewed publications that focus on resumes, there is a lack of theory-based research in the genre. Most studies on resumes report observations rather than test theories to predict screener behaviors, and recent calls to action have advocated for more theory-based resume research. This paper answers the call and offers ways in which scholars can introduce theory into the existing body of knowledge in the resume genre by exploring research questions guided by the various philosophical foundations of the communication discipline. Future resume research should reference Craig’s constitutive metamodel that offers more than 250 communication …

A Guide To Abductive Thematic Analysis, Jamie Thompson

The Qualitative Report

Thematic analysis is an increasingly popular method for analysing qualitative data within the social sciences. Current guides for conducting thematic analysis promote the method’s broad flexibility across research designs, which has resulted in criticism that the method lacks the rigour and structure necessary for credible academic research. Recognizing the challenges faced by qualitative scholars, I developed and present an 8-step prescriptive approach specific to abductive methodologies incorporating many concepts from seminal works in thematic analysis, and importantly maintaining the balance of theorising with empirical data, which is the core of abductive research.

2022-May-18-Seventh Annual Big Train Show Coming To Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 18, 2022) – After a two-year hiatus, the annual Big Train Show is coming back to East Tennessee State University. 

 The event happens June 3-4 in the Ballad Health Athletic Center, formerly known as the Mini Dome. 

“We have not been able to host the Big Train Show for the past 2 years,” said Geoff Stunkard, one of the event organizers. “This show brings in people and model displays from all over, and we will fill that 64,000-squarefoot field with railroad models and history. We are really excited to finally say, ‘All Aboard!’ for it again …

2022-May-18-Strengthening The Nursing Pipeline, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 18, 2022) – East Tennessee State University brought together leaders from Ballad Health and from colleges and universities from Northeast Tennessee and Southwest Virginia for a strategic planning meeting to brainstorm ways to increase the pipeline of students into the field of nursing.

This was the first regional gathering of the Appalachian Highlands Center for Nursing Advancement, which was created in October 2021 thanks to a $10 million investment from Ballad Health to create a center dedicated to bringing the region’s academic nursing, clinical nursing and school systems together to increase the pipeline of opportunity and …

2022-May-18-Research Spotlight- Dr. Yaa Yamoah Anane ('20), Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Pursuing research at ETSU Bill Gatton College of Pharmacy has paid off for alumna Yaa Yamoah Anane ('20), PharmD, MBA, MSc, who currently serves as the Oncology Brand Marketing Manager with Astrazeneca as part of their Commercial Leadership Development Program.    Learn more about her story and research pursuits:   What did you research at Gatton?   •Examination of Asymmetric Dimethylarginine Levels in the Presence and Absence of Type 2 Diabetes with Exploratory Genetic Association Analysis •Type 2 Diabetes: An Exploratory Genetic Association Analysis and Effects on Cardiovascular and Renal Biomarkers •Evaluation of Orally Administered Poly(lactic-coglycolic) Acid Nanoparticles on Rat Brain   Why was …