Marketing Commons^™

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.

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. …

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 …

2022-May-16-Join The Etsu Family, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (May 16, 2022) East Tennessee State University will host a Facilities Career Fair on Wednesday, May 18, from 2-7 p.m.  The event will be held in Ramsey Tower at William B. Greene Jr. Stadium.

ETSU human resources staff will be recruiting for temporary custodial positions and temporary grounds crew.  These jobs offer potential for full-time employment with benefits. Applicants must be 18 years or older in order to be considered.

Qualified applicants will receive an on-site interview. Applicants accepted for a position will be eligible for a sign-on bonus.

“This is a wonderful opportunity to join the …

Nefariously Selling Muscle By The Supplement Industry, Nick Prechel

Undergraduate Theses and Capstone Projects

No abstract provided.

Refund Psychology, Tianjiao Yu

Olin Business School Graduate Student Theses and Dissertations

Consumers frequently receive refunds from prior purchases. In this research, I examine if money refunded from previous purchases is more likely to be spent than money that does not go through a refund process. Across eight fully pre-registered studies, I test how consumers’ willingness to spend depends on the transaction history of their money. I find that money refunded from a previous purchase is more likely to be spent on items unrelated to that purchase than non-refunded money that is otherwise identical in its source. I suggest that this pattern arises because the refunded money is earmarked as “spending money” …

A Historical Analysis Of Brand Activism And Its Impact On Company Success, Katy Sharon

Senior Honors Projects, 2020-current

Corporate activism is a growing area of study that has become more important as the political climate becomes increasingly divided. This project evaluates how corporate activism affects company success. Four significant political events were chosen and within each event two to three companies with varying responses were analyzed to determine best practices for organizations looking to engage in corporate activism in the future. Going forward, companies should deliberate with employees and upper-level management to determine the best course of action, respond to the event in a timely manner, acknowledge previous company actions that may contradict its current position, and lastly, …

2022-May-13-Etsu Enters Partnership With Bridgeathletic, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 13, 2022) – East Tennessee State University’s Center of Excellence for Sports Science and Coach Education (CESSCE) has announced a new partnership with BridgeAthletic, a company renowned for supplying world-class software that not only tracks athletic performance but delivers custom training programs to the individuals who use it.

As a part of the partnership, ETSU will gain access to BridgeTracker, a cutting-edge athletic management data tracking system. The cloud-based software prioritizes sport efficiency. It allows athletes, coaches and researchers to develop customized workout plans based not only on an athlete’s current ability and goals, but also …

2022-May-12-Etsu Opens Newly Renovated Space In Charles Ed Allen Hall, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 4, 2022) – East Tennessee State University celebrated the grand opening of newly renovated space on the first floor of Charles Ed Allen Hall (Building 2) on the VA campus that will house the university’s first cohort of occupational therapy (OT) students who begin the program later this month.

The $4 million renovation began in summer 2021 and transformed 14,000 square feet of space into a state-of-the-art physical rehabilitative sciences hub that will house ETSU’s new Doctor of Occupational Therapy program, as well as a new Master of Science in Orthotics and Prosthetics (O&P) that is currently …

“Green” Marketing In The Apparel Industry: The Spectrum Of Veracity, Stephanie R. Keane

Honors Theses in Science, Technology, and Society

Apparel companies’ propensity for manipulation in their marketing of environmental initiatives contributes to immense environmental pollution from petrochemical textile material production. Public scrutiny pressures these businesses to adopt “green” initiatives to avoid losing devoted consumers. In some cases, these initiatives disguise the real operations of a company or claim benignity for the company when this is not the reality. Previous business ethics research analyzed the emergence of “greenwashing” in corporations and thus concluded that corporations market themselves as eco-friendly to portray commodification as sustainable. In the form of case studies, this paper scrutinizes four companies: Zara, Patagonia, Lululemon, and Pact. …

2022-May-10-Etsu Reece Museum Hosting Award-Winning Local Art, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 10, 2022) – The Reece Museum at East Tennessee State University presents “Local Art in the Age of the 2020 Global Pandemic,” an exhibition featuring the work of 40 artists living or working in Tennessee’s First Congressional District during the early days of the pandemic.  

The exhibition is on display now through Sept. 30. A public reception will be held on Thursday, Aug. 25, from 5-7 p.m.

Work by Marie Porterfield

“Local Art in the Age of the 2020 Global Pandemic” is an exhibition of artwork made in 2019-2020. This special collection provides an “emotive snapshot …

2022-May-10-Honoring Faculty, Etsu Begins New Tradition, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 10, 2022) – Aiming to recognize the achievement of faculty members recently tenured and promoted, East Tennessee State University began a new tradition last week at the ETSU Martin Center for the Arts.  

University leadership distributed two specially designed coins each to faculty: one to keep in recognition of professional achievement and another to give to a student who has been an important part of the professor’s professional life.

Dr. Kimberly D. McCorkle

Faculty members handed out coins to students at Saturday’s graduation ceremonies. 

“This small symbol marks the important relationship between faculty and students at …

2022-March-09-Etsu Earns Top Pharmacy Award For Service, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (March 9, 2022) – East Tennessee State University Bill Gatton College of Pharmacy earned a top national award for service to the community, part of its continuing mission to serve the rural and underserved in the Appalachian Highlands.

The American Association of Colleges of Pharmacy (AACP) awarded ETSU the Lawrence C. Weaver Transformative Community Service Award, which is presented annually to one college or school of pharmacy across the United States demonstrating a major institutional commitment to addressing unmet community needs through education, practice and research. AACP is the national organization representing the interests of pharmacy education. …

2022-May-09-Resilient Schools Project, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (May 9, 2022) An innovative partnership between East Tennessee State University and the Unicoi County School System will provide a framework to support students who have experienced trauma and other adverse childhood experiences (ACEs).

The goal of the five-year initiative, called the Resilient Schools Project, is to guide administrators in identifying what tools, resources and practices the Unicoi County School System can provide to help these students overcome barriers to being successful in school, according to ETSU faculty member Dr. Ginger Christian.

“Children face challenging life events, and this can affect their ability to learn and thrive,” …

2022-May-07-Pomp And Circumstance, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (May 7, 2022) East Tennessee State University conferred degrees to more than 2,000 graduates today during Commencement Exercises at 10 a.m. and 2 p.m.

Michael Ainslie, venture investor and philanthropist and an East Tennessee native, delivered the keynote address during the 10 a.m. event.

“I want to challenge you to think differently about adversity,” Ainslie said to the graduates. “You will face it. Your first job may suck. You may run out of money and feel broke. You may already be there. You will have personal relationships that hit the skids. You may face a medical crisis. …

A Comprehensive Analysis Of The Fundamentals Of Financial Accounting Principles, Lele Goldsmith

Honors Theses

The purpose of this work depicts analysis into financial reporting and analyses of various topics related to the field of accounting, with an in depth analysis of a publicly traded company. All analyses were developed over the course of two semesters in a University of Mississippi Honors course of Accountancy Independent Study taught by Dr. Victoria Dickinson. This work is divided into 12 different case studies that each represent an evaluation of a different aspect related to the field of accounting. In order to do this, various resources were utilized to perform all necessary functions related to answering the questions …

The Implementation Of An Authenticity Clause In Social Media Influencers' Contracts, Sarah Tonos

Honors Theses

In the age of social media influencers turning social media platforms into jobs– monetizing pictures of their cats, dancing for dollars, or even making a mockery of themselves for fame and money, the question of whom to trust or distrust has become increasingly important among consumers. As more brands are starting to collaborate with influencers, it is essential to acknowledge the current relationship among all parties involved, including the Federal Trade Commission. There is currently a blurred line among trust, distrust, authenticity, and reliability during sponsorships. The common question among consumers is whether social media influencers believe in the brand …

Buy-Online-Pickup-In-Store (Bopis) Business Strategy: A Multivarite Study Of Bopis Influencing Factors On Customer Satisfaction, Addison G. Smith

Honors Thesis

Purpose- The purpose of this study was to identify the attitudes consumers have towards buy-online-pickup-in-store (BOPIS) and its influence on customer satisfaction.

Design- Data were collected from 567 respondents and resulted in 476 usable responses. This paper uses multivariate regression and two separate multiple regression analyses to examine the differential effects of multiple constructs (i.e. perceived usefulness online, perceived ease of use online, trust online, hedonic values online, perceived usefulness pickup, perceived ease of use pickup, trust pickup and hedonic values pickup) on customer satisfaction within online ordering and physical pickup portions of BOPIS process.

Findings- The result of this …