Marketing Commons^™

2022-March-01-Poetry Reading At Etsu Is March, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – An upcoming poetry reading at East Tennessee State University will pay tribute to ETSU’s Dr. Jesse Graves, whose first collection of poetry was published a decade ago.

Dr. Jesse Graves

Publishers are releasing a 10th anniversary reissue of “Tennessee Landscape with Blighted Pine,” heralded by the American Poet Ron Rash as “more than an extraordinary first book. These poems have the music, wisdom and singular voice of a talent fully realized …”   

The poetry reading is at 5 p.m. on Wednesday, March 23, at the Reece Museum.  

Matthew Wimberley, of Lees-McRae College, will make an …

2022-March-01-Renowned Classical Group Will Perform At Etsu Martin Center, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (March 2022) – Heralded by The New York Post as “the biggest classical music sensation in years,” a renowned quintet will perform next month in Johnson City. 

The 5 Browns are scheduled for 7:30 p.m. on Tuesday, April 5, in the Grand Hall of the East Tennessee State University Martin Center for the Arts. 

Purchase your ticket for the 5 Browns today

The 5 Browns

“This will be a wonderful evening of classical music,” said Dr. Esther Park, an associate professor in ETSU’s Department of Music. “Book your tickets now for what will be an …

2022-March-01-Us News Ranks Etsu College Of Public Health Among Best, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s College of Public Health was listed among the “Best Graduate Schools – Public Health Programs” in the 2023 rankings released today by U.S. News & World Report.

The ETSU College of Public Health was ranked No. 63, which makes it:

• among the top third of all schools and programs in the country;
• among the top 10 schools in the southeast (including Alabama, Florida, Georgia, Mississippi, North Carolina, South Carolina and Tennessee); and
• the top-ranked public program in Tennessee.

In addition, ETSU improved more from its previous ranking – from …

2022-March-01-Spotlight On Biomedical Sciences Graduates, University Marketing And Communication, East Tennessee State University

ETSU News

Graduate Spotlight

East Tennessee State University’s Center of Excellence in Inflammation, Infectious Disease and Immunity (CIIDI) caught up with three recent graduates of Quillen College of Medicine’s Biomedical Sciences Ph.D. program to find out what they are doing since they participated in their hooding ceremony at ETSU’s Commencement on Dec. 11, 2021:
 

Dr. Min Fan

Dr. Min Fan has continued to earn national recognition for her research with an American Heart Association (AHA) Postdoctoral Fellowship. 

The AHA Postdoctoral Fellowship promotes mentorship of postdoctoral Fellows who are embedded in a senior researcher’s …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2022.

Trust Propensity Across Cultures: The Role Of Collectivism, Stanford A. Westjohn, Peter Magnusson, George R. Franke, Yi Peng

Marketing Faculty Publications

Does collectivism influence an individual's willingness to trust others? Conflicting empirical results from past research and the role of trust in international marketing make this question important to resolve. We investigate this question across cultures and at the individual level with four studies using multiple methods. Study 1 establishes correlational evidence between societal-level collectivism and individual-level trust propensity with results from a multi-level analysis of data from over 6,000 respondents in 36 different countries. Study 2 offers an individual-level analysis using the trust game, introducing a more rigorous behavioral outcome variable. Study 3 contributes causal evidence at the individual level …

Business-Centered Versus Socially Responsible Corporate Diversity Communication. An Assessment Of Stakeholder (Dis) Agreement On Twitter, Roxana Maiorescu

Emerson Authors, Researchers, & Creators

This study assessed the business-centered and CSR-centered diversity communication of five American corporations along with the ensuing responses on the microblogging platform Twitter. The present analysis contributes to the literature on online diversity communication and public relations. The results revealed that companies that had long-term consistency in approaching diversity as CSR received more agreeable responses than those that made swift changes in the aftermath of increased pressure from activist groups. In addition, companies that communicated to a greater degree about the impact of diversity on the bottom line engendered higher user agreement than those who discussed diversity primarily from a …

2022-March-01-Am I A Trauma-Informed Leader?, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – “Am I a Trauma-Informed Leader?” is the focus of a virtual talk in the East Tennessee State University Ballad Health Strong BRAIN Institute’s Resilience Presentation Series on Monday, March 28.

The talk, which will begin at noon via Zoom, features Dr. Debra Berke, director of Psychology/Organizational Dynamics Programs in Wilmington University’s College of Cultural and Behavioral Sciences.

In her talk, Berke will explore what it means to be a trauma-informed leader during times of trauma and toxic stress and how to promote healing and well-being for self and others.

To register for this free public talk …

2022-March-01-All-In Career Fair, University Marketing And Communication, East Tennessee State University

ETSU News

ETSU juniors and seniors can take advantage of an opportunity to network with a wide range of regional and national employers on Wednesday, March 23, when University Career Services hosts All In: Career Fair Spring 2022. Students are encouraged to dress professionally, bring resume copies and have their elevator pitches ready and come by the Career Fair from 2-5 p.m. in the D.P. Culp Student Center ballroom.

In preparation, students may come to the Career Lab, a Career Fair Preparation Walk-In Workshop, on Monday, March 21, between 10 a.m. and 2 p.m. in The Cave in the Culp …

2022-March-01-Etsu And University School Partner On Innovation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Continuing to engage with community startups and businesses, the East Tennessee State University College of Business and Technology announced a sponsorship aimed at mentoring the next generation of innovation makers and entrepreneurs taking part in the University School Entrepreneurship Club.

The sponsorship, which began this spring, allows College of Business and Technology faculty and staff members the opportunity to showcase their unwavering commitment to coach and advise student innovators. In addition to the sponsorship of University School's Entrepreneurship Club, the college will also host a Summer Startup Bootcamp by teaming up with FoundersForge, a Johnson …

2022-March-01-Quillen College Of Medicines Class Of 2022 Takes Part In Match Day, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – The Class of 2022 at East Tennessee State University’s Quillen College of Medicine found out today where they were matched for their residencies, which they will begin this summer following their graduation in May.

The National Resident Matching Program (NRMP) pairs graduating medical students with residency programs throughout the country. The Class of 2022 enjoyed a successful match rate, with 100 percent of the class securing residency training positions in 17 different specialties/sub-specialties in 21 states.

Twenty-five students will continue their training at institutions in Tennessee, and an additional 21 students will train at institutions in …

Consumer Search And Marketing Actions In Retailing, Yi Peng

Dissertations and Theses Collection (Open Access)

This dissertation seeks to gain insight into the critical roles of consumers and marketers in a retail context using a variety of unique and rich data sources (e.g., tracking data, retail scanner data, ad intel data and publicly available data). The main aim of the two essays is to focus on unique aspects of retail analytics. The first essay examines how consumers conduct haptic search to make purchase decisions using a unique dataset collected by the state-of-the-art sensing technology. This research contributes to the literature by defining key attributes of the shoppers’ speed, consideration set, and shopping path at the …

Social Media And Marketing As A Means Of Planning And Promoting The 2022 Camp Polyhacks Hackathon, Amy Gillham, Olivia Gerraty, Elizabeth Anderson

Communication Studies

The recruitment of attendees and promotion of Camp PolyHacks, an annual Hackathon hosted by Cal Poly, required marketing strategies which were informed by relevant communication theories applied to event marketing campaign strategies. The theories utilized included Social Marketing Theory (SMT), Uncertainty Reduction Theory (URT), Consistency Theory (CT), and elements of persuasion and visual communication. The marketing strategies used by the Camp PolyHacks 2022 Marketing and Social Media team included social media marketing in the form of Instagram posts, stories, and direct messages, and external marketing in the form of presentations, emails, booths, and posters. This paper examines the utility of …

Tech-Sheet Infographics Designed For Tolosa Winery, Jennifer A. Craddock

Graphic Communication

Wineries produce thousands of wines that are individually altered by each growing season and conditions that Mother Nature presents, which vary year-by-year. From increased rainfall and fog conditions, to soil composition and vineyard proximity to the ocean, there are countless factors that go into each bottle’s unique taste and aroma. In order for consumers to understand the details of their wine they must know what aromas, growing conditions, and notes go into each bottle, hence the importance of having readily accessible “tech-sheets.”

For my senior project, I chose to revamp the informational tech sheets at Tolosa Winery during an 8-month …

Ai-Based Innovation In B2b Marketing: An Interdisciplinary Framework Incorporating Academic And Practitioner Perspectives, Maria Petrescu, Anjala S. Krishen, Sheen Kachen, John T. Gironda

Publications

Artificial intelligence (AI) rests at the frontier of technology, service, and industry. AI research is helping to reconfigure innovative businesses in the consumer marketplace. This paper addresses existing literature on AI and presents an emergent B2B marketing framework for AI innovation as a cycle of the critical elements identified in cross-functional studies that represent both academic and practitioner strategic orientations. We contextualize the prevalence of AI-based innovation themes by utilizing bibliometric and semantic content analysis methods across two studies and drawing data from two distinct sources, academics, and industry practitioners. Our findings reveal four key analytical components: (1) IT tools …

Impact Of Country Of Origin And National Identity On Air Travel Purchase Decisions For Prospective Buyers: The Case Of American Travelers, Talha Harcar, Ersem Karadag

Journal of Global Business Insights

This study focuses on how the concept of country of origin (COO) and national loyalty affect purchasing decisions of prospective travelers when purchasing airline tickets. The objectives of this study are to understand: (a) the relationship between demographic structures of travelers and their national loyalty status, (b) the relationship between national loyalty and national airline perceptions, (c) the construction and analysis of the measurement of national airline preference scale, and (d) testing the relationship between national loyalty, national airline perception, and preferences of foreign airlines. Data collected from 136 people residing and employed in three districts of Pennsylvania. The study …

Student Perceptions Of Teaching Excellence: A Comparison Of A Public And Private University, Stephen L. Baglione, Louis A. Tucci, Patrick Woock

Journal of Global Business Insights

The purpose of the study was to examine student perceptions of teaching excellence at different types of higher education institutions. The pressure to publish, larger class sizes, globalization, technological innovation greater accountability for learning, and justification of a college degree’s worth make teaching excellence more difficult to attain. A byproduct of this pressure is an increased emphasis on student evaluations. Using two conjoint studies from a large public and a medium-size private university, assignments, exams, and grading were identified as the most important components for students in assessing teaching excellence. The least important was the faculty-student interaction, which may be …

Mapping Consumer's Cross-Device Usage For Online Search: Mobile- Vs. Pc-Based Search In The Purchase Decision Process, Sangman Han, Jin K. Han, Il Im, Sung In Jung, Jung Won Lee

Research Collection Lee Kong Chian School Of Business

The ubiquity of both mobile devices and PC’s has enabled the modern-day consumer to engage in cross-platform online searches as a new norm. The accumulated knowledge on cross-device search behavior to date, however, emanates largely from industry reports and at an aggregate level. To better understand the individual consumer’s purchase decision process, we set out to investigate contingencies of what (subject of search), how (device of choice), and when (stage in the buying decision). To this end, we utilize a panel data consisting of clickstream from mobile and PC searches, coupled with entropy-based metric to chart the breadth and depth …

How Augmented Reality Can - And Can't - Help Your Brand, Chandukala, Sandeep R., Karempudi Srinivas Reddy, Yong-Chin Tan

Research Collection Lee Kong Chian School Of Business

Customers want AR. But managers must have a proper understanding of how AR can help their brand before they invest in the technology. AR helps in entertaining and educating customers while also aiding them in evaluating products. AR can also promote online channel adoption while also encouraging category expansion. AR also benefits products that are less popular, less mainstream, and more expensive. But AR can also be expensive, time-consuming, and difficult to implement. Despite consumer demand, retailers must understand the costs and challenges associated with AR adoption before embarking on significant projects.

"Real" Marketing Within The Fast Fashion Industry: An Analysis Of Internal Vs. External Dei Practices, Marinda Lynn Carlyle

University Honors Theses

This thesis will analyze the social media marketing (SMM) practices of Fast Fashion industry trends that have surfaced due to recent events. Specifically, this work will compare customer-facing SMM efforts related to diversity, equity, and inclusion (DEI) initiatives against the internal values and practices a company expends towards these efforts. This thesis will use H&M as an illustrative example in representing a company within the Fast Fashion industry. The motivation of this thesis or[i]ginates from the ongoing shifts in corporate SMM practices after the murder of George Floyd in May of 2020 and the corresponding increase in social justice activism …