Marketing Commons^™

Implementing A Micro-Business Internship Program In Dangriga, Belize, Shaadee Shojai

Management Undergraduate Honors Theses

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Over the Summer, I was able to work with Peacework in Belize through the University of Arkansas. While I was unable to physically go to Belize due to the COVID-19 Pandemic, I feel that I was still able to learn about the culture, in both the casual and business workplace, as well as help the people of Dangriga. The goal of my project was to help consult with the Tourism Department of Dangriga to help develop their small business into businesses that were more appealing to tourists. Unfortunately, most people who own small businesses in Dangriga can’t support themselves with …

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A Descriptive Study Of College Students’ Preferences Toward Rhetorical Devices In Advertisements, Rachel Beyer

Agricultural Economics and Agribusiness Undergraduate Honors Theses

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Advertisements are specifically created to convince people of the importance to either buy a product or subscribe to an ideal. Companies are the primary users of advertisements, where advertisements are designed to increase profitability (Roberts, 2020). The advertising industry in America is quite large. Food is a diversified and competitive industry, this competition in the food industry causes companies to be dependent on consumer preference and knowledge (UC Davis Nutrition Department, 2020). With Generation Z on the rise, there should be an increased focus on their preferences and needs in all industries, including the food industry (Southgate, 2017). The purpose …

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2022-May-01-Etsu Announces Laura Casey Terry Finish Line Scholarship, University Marketing And Communication, East Tennessee State University

ETSU News

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JOHNSON CITY, Tenn. – A new scholarship designed to provide assistance to students who began but did not complete a baccalaureate degree at East Tennessee State University will begin accepting applications for consideration later this year.

The “Laura Casey Terry Finish Line Scholarship” bears the name of the Multicultural Center’s director of Programing and Outreach. The scholarship, created by members of the ETSU Black Alumni Association, will focus on students with an interest in social justice, diversity, equity and inclusion who wish to return to ETSU to complete a baccalaureate degree in the Division of Cross-Disciplinary Studies.

“I cannot …

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2022-May-01-Research Spotlight, University Marketing And Communication, East Tennessee State University

ETSU News

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JOHNSON CITY – Five East Tennessee State University scientists recently participated in an international study focused on developing new approaches to improve the effectiveness of vaccines.

Research Spotlight

Dr. David L. Williams led a team of ETSU researchers who participated in an international study which found that fungal sugars called mannans can boost vaccine effectiveness against respiratory viruses.

Data from this multi-institutional study, “An adjuvant strategy enabled by modulation of the physical properties of microbial ligands expands antigen immunogenicity,” was published in the journal Cell.

The research focused on modulating the physical properties of fungal sugars, called mannans, to …

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The Impact Of Study Abroad As It Relates To Business Students' Career Paths, Madison M. Burgett

Undergraduate Honors Thesis Collection

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Business schools in the United States are continuously working to provide students with real-world experiences which will help them discern, and prepare for, their future careers. As globalization continues to increase the interconnectedness of the world, and of the companies within it, it is increasingly important that business students are globally aware and culturally competent. The aim of this study is to demonstrate that studying abroad enables business students to discern and prepare for their future careers. To demonstrate this, students and graduates of Butler University’s Lacy School of Business, with graduation years between 2012 and 2022, were surveyed. Those …

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2022 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

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Press releases for May of 2022.

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Designing Persuasive Crowdfunding Videos, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

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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 …

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Economic Implications Of State-Wide Covid-19 Response Aggressiveness, Michael Edward Parker

Undergraduate Honors Thesis Collection

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In this paper, we evaluate how the aggressiveness of each State’s response to the Covid-19 pandemic affected their respective economies from Q2, 2020 through Q2, 2021. In our study, we utilize the scale developed by McCann (2020, 2021), which ranks the least aggressive state response to the most aggressive state response at three different points of the pandemic. Using this methodology, we test the impact of the aggressiveness of each state governments’ response with the resulting economic impact within that State. Namely, we examine how this level of response affected each State’s unemployment rate, gross domestic product growth, and taxable …

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Consumer Perceptions Of Cause-Related Marketing: A Comparison Of India And The United States, Kyle Palmer

Undergraduate Honors Thesis Collection

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The purpose of this study is to analyze consumer perceptions of Cause-Related marketing, as well as perceived level of mercenary intent and the impact of brand/cause fit. Level of mercenary intent is the degree to which consumers believe a company is engaging in Cause-Related Marketing in order to help themselves, or to help the cause. The level of brand/cause fit is the amount of alignment between a company and the cause they are choosing to support. This is a cross cultural study, and the impact of culture will be analyzed between participants from the United States and from India. College …

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Investigating Instagram Marketing Strategies For Nonprofit Donor Engagement During The Covid-19 Pandemic, Annabella Cobos

Undergraduate Honors Thesis Collection

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The implications of the COVID-19 pandemic have led to a profound shift in various industries around the world, the non-profit industry being one of them. In this research the author virtually interviewed four participants with experience in marketing from three non-profit organizations to determine what strategic components of Instagram marketing worked best to influence donations during the COVID-19 pandemic. The changed marketing strategies in the nonprofit industry are the result of changed donor behavior. The results from the interview findings reveal two Instagram marketing strategies were successfully adapted to influence donations during the pandemic: focusing on authentic media to increase …

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A Seminar For Student Leaders To Engage And Retain Members In Student-Led Organizations, Luke Mcpherson

Honors Theses

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The challenge of attracting and maintaining members in student-led organizations (SLO) inspired this thesis. Current research literature was used to create a presentation for student leaders. The presentation applied marketing principles as well as best practices suggested by the research. Interviews with four student leaders and two administrators involved in student activities were conducted to interact with the research. Their insights suggested that the strongest factor in attracting students was social, whether personal invitation or a sense of belonging to the group. The strongest deterrent to participation was a perception that the benefits did not outweigh time commitments to school …

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An Argument And Model For Garden Corps, Sydney Ellis

Honors Theses

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The benefits of community gardening have been thoroughly documented. Despite the value of community gardens, however, these gardens face many barriers that threaten their sustainability. This research investigated the benefits, barriers, and solutions to barriers of community gardening. The author performed literature review and conducted interviews with four community garden coordinators from the Chattanooga area to explore these topics. The author used the insights gained from the interviews to develop a business model for Garden Corps, a nonprofit dedicated to building capacity for community gardens.

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Corporate America Gives Back: Exploring The Best Practices And Implemented Programs That Help Combat Food Insecurity In America, Emily Uvaney

Marketing Undergraduate Honors Theses

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As businesses of all types become more self-aware and responsive to consumers’ interests, they are quickly adapting their business models to include pillars of philanthropy. Philanthropic qualities are especially important in regards to the CPG industry (consumer packaged goods) since they often produce food products. Many consumers and analysts believe that CPGs have a moral obligation to cater to people with various types of dietary needs, restrictions, and preferences while also helping customers meet their nutritional minimums. Companies can aid consumers in a plethora of ways. Beneficial programs can include initiatives like fundraising, food drives, internal employee assistance programs, and …

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The Ethical Dilemmas Of The True Crime Genre, Jordan Smail

Marketing Undergraduate Honors Theses

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Along with the recent mainstream popularity of true crime entertainment, the genre has been increasingly criticized for ethical violations. Interestingly, the centuries-long history of true crime and the moral debates around it has led to an abundance of literature on the subject with little to no consensus. The mere existence of true crime entertainment can even be considered controversial in some cases. For those who produce and market true crime content, a lack of common guidelines means receiving a wide range of feedback. This dichotomy of both backlash and praise being published about the same works reveals a gap in …

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Keurig Dr. Pepper Internship: Development Of A Tool In A Big Data Environment To Uncover Risks And Opportunities, Lindsey Ross

Marketing Undergraduate Honors Theses

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Selling and sales management professions permeate job application websites. Sales is often associated with a pushy used-car dealership and cold calling. These practices are necessary, but selling, especially in our increasingly consumerist society, has long influenced and is a part of almost all business professions. You could argue that almost every employed individual operates in some sort of sales function due to the current job landscape. Whether this includes working directly with the sale of a product or even selling one’s self to a company or client. Selling in the retail space is understandably the heartbeat of the company, especially …

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Harvesting Growth -- An Internship Thesis, Emma Conover

Marketing Undergraduate Honors Theses

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During the Summer of 2021, I had the privilege to Intern with Harvest Group in Rogers, Arkansas. During this 12-week internship, I was placed in the Client Services division and was a part of a consumables team that served several clients. I gained invaluable experience from this internship and developed both personally and professionally.

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Creative Brief For Blakeman's Fine Jewelry, Abigail Bouve

Marketing Undergraduate Honors Theses

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According to recent trends, the global luxury market has grown due in part to a shift in young adult luxury consumers, including generations Y and Z, and millennials. Recognizing that consumer interest in luxury goods exists within this age range, new marketing strategies and insights are vital to encourage a lifetime of brand loyalty (Eastman, Shin, & Ruhland, 2020). With respect to brand loyalty, if a person were to have an exceptional experience while purchasing their first piece of fine jewelry at a store, then they would be more likely to remain a loyal customer at that same store as …

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2022-May-01-Etsu Students Named Interns At Barter Theatre, University Marketing And Communication, East Tennessee State University

ETSU News

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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 …

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2022-May-01-Etsus Online Mpa Program Provides Flexibility Networking Opportunities, University Marketing And Communication, East Tennessee State University

ETSU News

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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 …

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2022-May-01-Meet Olivia Long, University Marketing And Communication, East Tennessee State University

ETSU News

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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 …

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