How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base,
2022
University of Arkansas, Fayetteville
How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart
Marketing Undergraduate Honors Theses
Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …
For The Kingdom,
2022
University of Arkansas, Fayetteville
For The Kingdom, Jack Conway
Marketing Undergraduate Honors Theses
For The Kingdom is a tabletop board game that I have developed for my thesis. In my thesis, I would like to cover three areas that have been crucial to the development of the game- the guidebook created to support and facilitate the board game, the changes made due to player feedback and testing, and the potential paths to getting the game to the market. Before Talking about those three areas, however, I will first describe the games genre and a bit about my approach to developing it.
Storytelling & Business: Rewriting The Narrative,
2022
University of Arkansas, Fayetteville
Storytelling & Business: Rewriting The Narrative, Helen Woodham
Marketing Undergraduate Honors Theses
There is a reason that we know what happens to the pumpkin carriage at midnight, a reason we know that Toms donates one pair of shoes for every shoe bought, and that when an underdog commits to early morning practices and perseveres that more often than not, they succeed. The reason we know about the carriage, the shoes, and the underdog’s success is because of storytelling. Storytelling is the connective tissue that unites people across culture, language, generations, and so many other factors. The reason why storytelling is so impactful is that it is not merely words on a page …
2022-May-01-Etsu Students Named Interns At Barter Theatre,
2022
East Tennessee State University
2022-May-01-Etsu Students Named Interns At Barter Theatre, University Marketing And Communication, East Tennessee State University
ETSU News
JOHNSON CITY – Three East Tennessee State University students from the Department of Theatre and Dance have been selected as interns at Barter Theatre for the summer.
Seth Buckles
Seth Buckles of Elizabethton is a theatre major and is minoring in history. At Barter, he will work in the costume shop and with the wardrobe crew supporting eight shows a week. After graduation, Buckles wants to work in the professional theatre scene.Kailey Kyle
Kailey Kyle is a double major in both theater and psychology. She comes from Coeburn, Virginia. Over the summer, Kyle will be an acting intern with …
2022-May-01-Etsus Online Mpa Program Provides Flexibility Networking Opportunities,
2022
East Tennessee State University
2022-May-01-Etsus Online Mpa Program Provides Flexibility Networking Opportunities, University Marketing And Communication, East Tennessee State University
ETSU News
JOHNSON CITY, Tenn. – For Katie Gouge, a 2020 University of Tennessee graduate, there were plenty of factors she considered when applying to graduate school.
Ultimately, she chose East Tennessee State University’s Master of Public Administration program – a decision she is glad she made.
“The program offers small class sizes and employs professionals from the field to instruct many of their classes,” said Gouge. “The program is also extremely affordable and offers financial resources to most of its students. I was also really able to tailor my classes around my work schedule.”
Growing and increasingly marketable, ETSU’s online MPA …
2022-May-01-Meet Olivia Long,
2022
East Tennessee State University
2022-May-01-Meet Olivia Long, University Marketing And Communication, East Tennessee State University
ETSU News
Olivia Long just completed her first year as a pharmacy student in Gatton College of Pharmacy at East Tennessee State University. At the same time, she continued working toward her bachelor’s degree in pharmacy studies, taking advantage of Gatton’s Early Admission Pathway, which allows students to work on undergraduate and professional studies concurrently.
“I actually wanted to do pharmacy for a long time,” said Long, who comes to ETSU from Mount Juliet. “I was probably in eighth grade when I realized that I wanted to do that. None of my family members are pharmacists, but my mom is a nurse …
Event Planning: Understanding The Process Through Gained Experience And Research,
2022
SUNY Buffalo State University
Event Planning: Understanding The Process Through Gained Experience And Research, Taylor M. Ansuini
Creativity and Change Leadership Graduate Student Master's Projects
Event Planning: Understanding the Process Through Gained Experience and Research
Event planning is a complex and challenging job as it requires a creative, driven individual who excels as a multitasker and problem solver. The focus of this master’s project is to engage in a deeper understanding and gain volunteer experience as part of an event planner’s team in preparation for a desired future career in the field. Both communication with and opportunities to work with local event planners assisted with accelerating experience and insight into the field of event planning. The outcomes of the project include insights into various volunteer …
Being Creative: Not An Act But A Habit,
2022
State University of New York College at Buffalo - Buffalo State College
Being Creative: Not An Act But A Habit, Matthew William Smith
Creativity and Change Leadership Graduate Student Master's Projects
This project explores what it means to be creative, how to practice creativity, and how a creative practice can be used to bring about the change one wants to see in the world. Many theories and ideas from historical and modern scholars influenced the work. The literature review findings were synthesized to produce a practical and tangible creative practice prototype and a strategic action plan.
Designing Persuasive Crowdfunding Videos,
2022
Singapore Management University
Designing Persuasive Crowdfunding Videos, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Research Collection Lee Kong Chian School Of Business
Voiceover narration is a production technique commonly used in reward-based crowdfunding videos. We posit that in these videos, hearing more narrator voices describing the crowdfunding product can systematically influence consumers’ attention and processing of the message, thereby facilitating persuasion. We employed a multi-method approach, including experimentation, natural language processing, text mining, and machine learning. Results across four studies—including real-world datasets and controlled experiments—show that the effect (1) has consequential, economic implications in a real-world marketplace, (2) is more pronounced when the message is easier to comprehend, and (3) is more pronounced when consumers have the capacity to process the narrated …
Paralinguistic And Rhetorical Capabilities Of Emojis In Marketing Communication,
2022
The University of Texas Rio Grande Valley
Paralinguistic And Rhetorical Capabilities Of Emojis In Marketing Communication, Jacob Christopher Almaguer
Theses and Dissertations
Consumers and social media marketers have over 3,000 emojis at their fingertips. Despite the popularity of emojis on social media, marketing research on emojis remains limited. Extant marketing research on emojis that does exist primarily focuses on the emotional and reinforcement capabilities, a remnant of the limitations of the emoticon ancestor, and largely ignores the additional paralinguistic and rhetorical potential of emojis. In this dissertation, emojis as a paralanguage are explored with a particular focus on the creation of meaning on social media (Essay 1), and emojis as a full (Essay 2) and partial (Essay 3) substitute for text in …
Wavzine: Independent, Localized Cultural Journalism In The Digital Age,
2022
California Polytechnic State University, San Luis Obispo
Wavzine: Independent, Localized Cultural Journalism In The Digital Age, Jake Edward Davis
Journalism
wavzine (also called .WAV or colloquially known as “The Zine”) is a music, arts, and culture multimedia website and print periodical founded by Cal Poly students in the summer of 2020. Two years on, it was comprised of roughly 45 regular staff members and even more occasional contributors, all of whom are volunteers. Along with independently publishing articles, videos, podcasts, and art online, wavzine also organizes and hosts concerts for local bands, collaborates with local cultural events such as Shabang Music Festival and the San Luis Obispo Film Festival, and sells its own branded merchandise. To its 2,700 Instagram followers, …
Crip Theory And Creative Briefs: Interpreting Disability In The Creative Process,
2022
Clemson University
Crip Theory And Creative Briefs: Interpreting Disability In The Creative Process, Josh Loebner
All Dissertations
Brands, advertising agencies and other partners collaborate through curated phases to create marketing and advertisements, but within this process, how does the creative brief shape disability inclusion or exclusion? By moving the conversation from interpreting disability representation in an advertisement or finished marketing piece, to analyzing disability at the onset of the creative process, these insights present a critical contribution to scholarship on disability, marketing and consumer culture. Framed within crip theory, the research investigates how disability identity is—or is not—manifest in a creative brief within the creative process.
Much of marketing, advertising and disability studies scholarship centers on finished …
Strength Of Weak Ties Theory And College-University Marketing: A Case Study Of Etsu's Clemmer College,
2022
East Tennessee State University
Strength Of Weak Ties Theory And College-University Marketing: A Case Study Of Etsu's Clemmer College, Sarah Nobles
Electronic Theses and Dissertations
As scholarly institutions enter a new era of hyper-competition, seeking innovative ways to engage with student populations has become central to social media marketing efforts. Developing strategies and tactics to interact with existing student populations presents new challenges for marketing departments, as well as the stakeholders who are often asked to provide user-generated content. Strong ties among stakeholder relationships can enhance communication with effective outcomes; however, it is the weak ties that may have the most impact. This study draws on existing literature regarding Strength of Weak Ties Theory and faculty and student surveys in East Tennessee State University’s Clemmer …
A Social Media Strategy Plan For The Jane B. Gearhart Full Circle Food Pantry,
2022
University of Arkansas, Fayetteville
A Social Media Strategy Plan For The Jane B. Gearhart Full Circle Food Pantry, Sara Katelyn Holm
Graduate Theses and Dissertations
The Jane B. Gearhart (JBG) Full Circle Food Pantry is a student-led program that provides food assistance for members of the University of Arkansas community. This thesis project includes a social media strategy plan that aims to increase the overall awareness of the pantry and its multifaceted services to decrease food insecurity levels at the University of Arkansas. This plan intends to create behavioral changes that expand usage of the pantry and social media engagement among UA students. Grounded in data-driven insights, this plan is designed from (i) literature on food pantry marketing techniques; (ii) a review of the pantry's …
History Matters: The Impact Of Online Customer Reviews Across Product Generations,
2022
Singapore Management University
History Matters: The Impact Of Online Customer Reviews Across Product Generations, Linyi Li, Shyam Gopinath, Stephen J. Carson
Research Collection Lee Kong Chian School Of Business
We examine how online customer reviews for one generation of a product affect sales of another generation in the same product series. The main intriguing result is that previous generation valence has a positive impact on current generation sales; however, current generation valence has a negative impact on previous generation sales. The positive impact of previous generation valence becomes even stronger (1) as the uncertainty (standard deviation) in reviews for the current generation increases and (2) when the current generation valence is high. In contrast, it becomes weaker (1) as the uncertainty in reviews for the previous generation increases and …
Shareholder Wealth Implications Of Software Firms' Transition To Cloud Computing: A Marketing Perspective,
2022
Bradley University
Shareholder Wealth Implications Of Software Firms' Transition To Cloud Computing: A Marketing Perspective, Mehdi Nezami, Kapil R. Tuli, Shantanu Dutta
Research Collection Lee Kong Chian School Of Business
Moving into cloud computing represents a major marketing shift because it replaces on-premises offerings requiring large, up-front payments with hosted computing resources made available on-demand on a pay-per-use pricing scheme. However, little is known about the effect of this shift on cloud vendors' financial performance. This study draws on a longitudinal data set of 435 publicly listed business-to-business (B2B) firms within the computer software and services industries to investigate, from the vendors' perspective, the shareholder wealth effect of transitioning to the cloud. Using a value relevance model, we find that an unanticipated increase in the cloud ratio (i.e., the share …
Predicting And Mitigating Reactance Impact On Attitude And Behavioral Intention,
2022
University of Nevada, Las Vegas
Predicting And Mitigating Reactance Impact On Attitude And Behavioral Intention, Matthew Ryan
UNLV Theses, Dissertations, Professional Papers, and Capstones
At times messaging may be of an instructive nature that can be perceived as an attempt to threaten or limit an individual’s freedom. This freedom limitation can range from individual choice to physical requirements. How a message is framed, or positioned, is very important. In certain instances, even when the message has the best intentions, if framed incorrectly can have the opposite, or boomerang, effect on people. This state is known as psychological reactance. When invoked, consumers will act in a way that eliminates the threat of freedom to restore balance. Such a state can also lead to negative implications …
2022-April-28-Enjoy Retirement,
2022
East Tennessee State University
2022-April-28-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 April. Thank you for your service!
Connie Clyburn – Coordinator, Family Medicine, 22 years of service
Mary Lou Jean Mellons – Technical Clerk, Professional Development, 29 years of service
Randall L. Sanders – Head Football Coach, Intercollegiate Athletics, 18 years of service (four at ETSU)
Published April 28, 2022, as part of the Accent email newsletter for faculty and staff.
2022-April-28-Meet Tracy Laughlin,
2022
East Tennessee State University
2022-April-28-Meet Tracy Laughlin, University Marketing And Communication, East Tennessee State University
ETSU News
(April 28, 2022) When Tracy Laughlin of Greeneville walks across the stage to receive his diploma at East Tennessee State University on Saturday, May 7, he will share the moment with his wife and his four children, ages 16, 13, 7, and 5.
“Having my wife and children come to my graduation is a real joy for me because I have preached to them that even though life has its setbacks, as long as you’re willing to put in the work, you can accomplish anything,” Tracy said.
Just a few years ago, Tracy was at a professional crossroads, feeling unfulfilled …
2022-April-28-Welcome To Etsu,
2022
East Tennessee State University
2022-April-28-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:
Dr. Melody Blevins is Access ETSU project manager in the Department of Educational Foundations and Special Education. She comes to ETSU from the Washington County School System, where she was a special education interventionist. She holds a doctor of education degree from Milligan University.
Kate Emmerich is a mental health counselor in the Quillen College of Medicine, Office of Student Affairs. Before attaining her current position, she was a therapist at The Journey Center for Healing Arts. She holds a Master of Social Work …
