Marketing Commons^™

Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille

Honors Projects in Marketing

Cause related marketing efforts by multiple brands have grown over the past few years. With the growth of social media and even more awareness for multiple causes, consumers are pickier when it comes to brands that supports them. While many studies have been done when it comes to “greenwashing” (the tactics of brands to show their green initiatives), there are still more that needs to be done to understand the impact of “rainbowashing” marketing methods on consumer purchase intention. The importance of this study and how it can affect businesses are discussed. To get a feel for the potential effect …

College Students' Energy Drink Consumption And Sponsor Recall, Daniel Sewell, Kyu-Soo Chung

Symposium of Student Scholars

Energy drink companies like Red Bull, Monster, Bang, Reign and Celsius annually invest millions of dollars to sponsor a variety of athletes and events across numerous sports. These vast investments raise the question: Which partnerships, sponsorships or activities ultimately make an impact on society and attract new consumers? It is imperative to dissect the factors that impact consumer decisions to purchase specific products in order to more efficiently allocate resources. This research has the potential to aid companies in unearthing decision making patterns of college students regarding energy drink purchases and how these beverages are utilized. The purpose of this …

Innocent Until Proven Guilty: Suspicion Of Deception In Online Reviews, Maria Petrescu, Philip Kitchen, Costinel Dobre, Selima Ben Mrad, Anca Milovan-Ciuta, Deborah Goldring, Anne Fiedler

Publications

- Purpose: This study formulates a new framework for identifying deception in consumer reviews through the lens of Interpersonal Deception Theory and the Persuasion Knowledge Model. It evaluates variables contributing to consumer intentions to purchase after reading deceptive reviews and proposes deception identification cues to be incorporated into the interpersonal communication theoretical framework.

- Methodology: The first study is qualitative and quantitative, based on sentiment and lexical analysis of 1000 consumer reviews. The second study employs a USA national consumer survey with a PLS-SEM and a Process-based mediation-moderation analysis.

- Findings: The study shows deceptive characteristics that cannot be dissimulated …

The Implementation Of Market Segmentation For Marketing Strategy, Amanda Condict

Liberty University Research Week

Undergraduate

Applied

2022-April-14-Day Of Giving, University Marketing And Communication, East Tennessee State University

ETSU News

(April 14, 2022) Twenty-four hours…and endless opportunities to make a difference.

With ETSU’s Day of Giving 2022 event about to begin, Jon See wants donors to know that whatever program, initiative, college, or opportunity at ETSU they want to support, their gifts will be used however they are designated.

“Through all of our fundraising efforts at ETSU, we want our supporters to give to the areas that resonate with them,” said Jon See, director of Annual Giving at ETSU.  “For some, it may be for scholarships, or a building project, or something that creates new opportunities for our faculty. Others …

2022-April-13-Brand Storytelling Certification Offers New Digital Badge, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 13, 2022) – East Tennessee State University is a player in the digital badging world with the completion of the first cohort of the Brand Storytelling Brand Film Certification powered by the ETSU Research Corporation.   

It marks a new digital badge certification with ETSU as the provider. 

“It is difficult to overstate what an honor this is,” said Dr. Stephen Marshall, ETSU professor and chief marketing officer for the ETSU Research Corporation. “From staff at the ETSU Research Corporation to the world-class professional faculty who teach courses, Brand Storytelling offers a powerful academic and hands-on experience.” …

Twitter Marketing Research, Ty Nicholson, Bailey Allen, Robert Austin Drake, Larsen Lewallen, Tanner Davie

Undergraduate Research Conference

Research Objective:

• To examine the relationship between usage rates for individuals ages 46 and up, versus other similar social media platforms.

• Are adults aged 46+ using Facebook at a disproportionate rate to Twitter?

• What atmosphere/content is the 46+ age demographic seeking when surfing social media?

• What can Twitter marketing do to improve brand image among older potential users?

Why Is Student Organization Attendance Down At Non-Football Sporting Events At Stephen F. Austin, Grant Lebkowsky

Undergraduate Research Conference

No abstract provided.

Marketing Of Services: Sfa's Student Center Chick-Fil-A, Carleigh Garrett

Undergraduate Research Conference

No abstract provided.

Kendall's Upside Down Lithography: Reynold's Metals Company, Starkist Tuna, And One Commercial Artist's Role In The Development Of Modern Marketing, Kevan D. Keane

Liberty University Research Week

Doctoral

Textual or Investigative

2022-April-12-Etsu Professor Emphasizes Research And Teaching, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 12, 2022) – Donning a hard hat and a bright yellow safety vest, Dr. Arpita Nandi joined her students on an up-close, behind-the-scenes tour of an improvement project happening at Boone Dam on the South Fork Holston River in northeast Tennessee. Throughout the year, she arranges similar tours ranging from exploratory drill locations to environmental remediation sites. 

Only a few weeks earlier, the chair of the Geosciences Department at East Tennessee State University learned she had received a critical $325,000 Tennessee Department of Transportation grant to examine landslide and debris flow for high priority areas in …

2022-April-12-Paulus Named Fulbright Scholar, University Marketing And Communication, East Tennessee State University

ETSU News

Dr. Trena Paulus

JOHNSON CITY, Tenn. (April 12, 2022) – Dr. Trena Paulus of East Tennessee State University has been selected as a Fulbright Distinguished Scholar in Humanities and Social Sciences for 2022-23.

Paulus is a professor in the Research Division in the Quillen College of Medicine Department of Family Medicine, director of Undergraduate Research and Creative Activities in the Honors College, and an affiliate faculty member of the Applied Social Research Laboratory at ETSU.

As …

Which Attributes Separate Top-Performing Outside Salespeople From The Rest?, Paul Niemann

Dissertations

For decades, sales organizations have faced the ongoing challenge of attaining the maximum sales results from their salespeople. Whether a salesperson has plenty of skill but lacks the will to reach their potential or has the will to become a top salesperson but lacks the necessary skills to reach their potential, the failure of sales organizations to obtain maximum results from their salespeople is a problem. Some salespeople have plenty of skill but lack the will to reach their potential, while others have the will to become a top salesperson but have not yet acquired the necessary skills to reach …

2022-April-11-First And Triumph, University Marketing And Communication, East Tennessee State University

ETSU News

(April 14, 2022) For many current ETSU students, fellow student Bryce Hopkins might have been the first person they got to interact with from the campus community. Bryce is a member of both the Preview and Orientation Leaders Organization (POLO) and the Expedition Leaders, two organizations that help prospective students transition in to college life. To Bryce, serving with these organizations has a personal meaning.

“I'm a first-generation college student,” said Bryce. “So, what I like to tell people that is whatever background you're coming from, ETSU is going to be an accepting place for you. The reason I tell …

2022-April-11-Etsu Holding Film Screening Workshops, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 11, 2022) – The East Tennessee State University Center for Cinema will host a screening of the documentary movie “Above All Else” by John Fiege. The screening will take place on Saturday, April 23, at 7 p.m. in the Martha Street Culp Auditorium. This screening will conclude a weekend of film and audio production workshops hosted at ETSU. 

On Friday, April 22, from 1-3 p.m., ETSU will host a field production audio workshop, presented by Kory Pereira of Soularity Sound. Following the workshop will be a hands-on project with Dr. Fred Alsop from 4-6 p.m.  

On …

2022-April-11-Helping Friends At Home, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY –  (April 11, 2022) Just two months ago, Yaroslav (Yaro) Hnatusko, an MBA student and graduate assistant at East Tennessee State University, was visiting his family and friends in Ukraine, the country of his birth. Everything was peaceful at the time. “Now,” he said, “it’s a war zone in my back yard.” His loved ones and fellow Ukrainians are fighting for their lives – and to help each other – during the invasion by Russia. 

Yaro is working with his brother, Stan, to help coordinate a relief effort spearheaded by Stan’s employer, Atlant, Ukraine’s largest distributor …

2022-April-08-Student Exhibitions On Display At Reece Museum, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 8, 2022) – The East Tennessee State University Department of Art and Design and the Reece Museum present the Spring 2022 BFA Senior Exhibition on display through April 22. The exhibition features 10 Bachelor of Fine Arts students: Mads Brewer, Dana Brown, JJ Cox, Jenesis Fisher, Erin Fitzgerald, Emily Flores, Keely Melton, Sierra Stanley, Eric Terry and Haeden Willis. A reception happens Tuesday, April 12, from 5-7 pm at the Reece Museum.

Exhibitions on display through April 22

Here’s a look at the displays:  

• 
  
  “The Derivative” is a recreation of a family computer room in which …

Beyond Decolonising – Some Thoughts On The Future Of Marketing/Marketing Research In The Gulf/Me/Na Region, Bronwyn P. Wood

Arab Economic and Business Journal

There is much the MENA/Gulf region can teach regarding the ever-narrowing hegemonic perspectives in the literature - from selfhood, agency, empowerment, women, collectivism, intersectionality to consumption and business practice.

This paper focuses, briefly, on several very large areas of scholarship to consider the issues raised and the opportunities uncovered, as they pertain to the region. The article introduces some important particularities of the region, an overview of some relevant areas of potential future study and outlines how we, as academics, can contribute to a positive future for the Arabian Gulf/ME/NA overall.

2022-April-07-Gatton Ranks Among Top In Southeast, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 7, 2022) – East Tennessee State University Bill Gatton College of Pharmacy is listed among the “Best Pharmacy Schools” by U.S. News & World Report, ranked in 2020.

Gatton College of Pharmacy, the nation’s only private college within a public university, is ranked No. 71 out of 134 schools, which makes it:

• • among the top five private pharmacy schools in the Southeast (Alabama, Florida, Georgia, Mississippi, North Carolina, South Carolina and Tennessee).
  • among the top 10 public pharmacy schools in the Southeast.
  • among the top five pharmacy programs founded after 2005 in the U.S.
  • second best …

2022-April-07-'Dying Out Loud' Platformer Dave Warnock Coming To Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn (April 7, 2022) – East Tennessee State University’s Secular Humanist Alliance (SHA) student group will host the event “Dave Warnock, an Atheist with ALS – Book Reading and Q&A” in the Martha Street Culp Auditorium located at the D.P. Culp Student Center on Monday, April 11, from 7-8:30 p.m. 

The event is free and open to the public, and will feature Dying Out Loud (DOL) platformer Dave Warnock, who will discuss his book “Childish Things: A Memoir” in which he details his experiences with evangelical Christianity, living with amyotrophic lateral sclerosis (ALS) – commonly known …