Marketing Commons^™

Sexist Comments & Responses: Study Introduction And Overview, Robbyn T. Scribner, Susan R. Madsen, April Townsend

Marketing and Strategy Faculty Publications

Sexism takes many forms, from blatant and aggressive to unintentional and subtle. Gender-related societal attitudes, social norms, unconscious biases, and microaggressions all contribute to sexist behaviors and attitudes that are partially responsible for much of the inequity women face every day. Researchers have noted that “in both private and public spaces, women encounter messages that reinforce gender roles and stereotypes, demean women as a gender group, and sexually objectify women.” Sexist comments and remarks are prevalent and normalized in everyday conversation, public discourse, and virtually every other social setting. Though not the only form of sexism, sexist comments often take …

2021-November-04-Spoken Word Poetry, Workshop Happening At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Nov. 4, 2021) – Students and the public will have the rare opportunity to engage with two award-winning poets at East Tennessee State University’s upcoming Spoken Word Poetry Performance and Workshop.

Marcus Amaker

Happening at 4 p.m. on Tuesday, Nov. 9, at the Bud Frank Theatre, artists Marcus Amaker and Taria Person will be on hand to offer a spoken word poetry presentation. Following a brief intermission, both writers will hold a workshop aimed at demonstrating how to prepare and perform spoken word poetry. The ETSU Department of Literature …

2021-November-04-Tournament Time, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY –  (Nov. 4, 2021) Two varsity esports teams at East Tennessee State University competing this fall have earned spots in the Southeast Conference 1 tournament for the National Association of Collegiate Esports (NACE) Starleague, which is North America’s largest collegiate esports league comprised of over 14,500 students from 600 institutions of higher education.

ETSU’s Overwatch® and Rocket League® teams begin competition Monday, Nov. 8.

Overwatch® finished its Southeast Conference 1 season 9-2 and will take on Shenandoah University in the first round of competition.  This is the Overwatch® team’s second bid for a championship title having earned a …

Internet Killed The Radio Star?, Atanas Nikolov, Yana Andonova, Yang He

Faculty & Staff Research and Creative Activity

Radio airplay is still a popular direct-to-consumer (DTC) channel for music products. In this paper, we investigate the effect of radio airplay on album sales, mediated by consumer social media engagement with music artists. Grounded in the cultural production model, as well as the literature on customer engagement and satiation, we propose several hypotheses. We analyze our unique dataset by structural equation modeling (SEM). The results reveal that radio airtime has a bigger impact on album sales of lesser-known musicians than those of famous musicians. Social media engagement mediates the positive effect of radio airplay on album sales; this effect …

2021-November-03-Etsu Honoring Veterans With Nov. 10 Service, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Nov. 3, 2021) – East Tennessee State University will honor military veterans with a special ceremony at 11 a.m. on Nov. 10 in the Quad, a grassy area located between Brooks Gym and Gilbreath Hall.

Navy Captain Harry “Chuck” Hayes

Speaking at next week’s event is Navy Captain Harry “Chuck” Hayes, a decorated veteran with more than three decades of service.

The 2016 recipient of the prestigious John Paul Jones Award for Inspirational Leadership, Hayes won the honor for his contributions as a commander. 

Hayes, who holds a bachelor’s degree in history and a master’s degree in …

2021-November-02-Theatre And Dance Opens Season With 'Men On Boats', University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (November 2, 2021) The new comedy “Men on Boats” will make its regional premiere this month as the Department of Theatre and Dance at East Tennessee State University kicks off its 2021-22 season.

Written by Jaclyn Backhaus, “Men on Boats” will be performed Thursday through Saturday, Nov. 18-20, at 7:30 p.m., and Sunday, Nov. 21, at 2 p.m. at the Bert C. Bach Theatre in the Martin Center for the Arts.  The production will be the first show presented in the new Bach Theatre.

Set in the Grand Canyon, “Men on Boats” recreates the infamous 1869 expedition …

2021-November-02-University Middle School Ranked In State By Us News And World Report, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Can Marketing Content Strategies Help Promote Sustainability On Social Media?: Comparing The Effectiveness Of Owned Versus Earned Endorsement, Eilleen R. Plante

Honors College Theses

The importance of sustainability is rising as consumers make more environmentally conscious purchases (Neilson, 2018). Despite the growing demand for sustainable products, there is still a consumer attitude-behavior gap concerning sustainability. Social media has proven to be an effective way to promote sustainability (Saeed, Farooq, & Kersten, 2019), and social media influencers are more effective advertising agents compared to traditional advertising (Araujo, Neijens, & Vliegenthart, 2016). However, the best way to advertise sustainable products through social media-based advertising has not yet been studied. This study examines the different content marketing strategies on social media - owned social media posts and …

Moving Beyond Traditional Sponsorships: Understanding The Structure And Dynamics Of Minority Equity Sponsorship Agreements, Furkan Amil Gur, Adrien Bouchet, Brian Walkup, Jonathan A. Jesen

Faculty Publications

Purpose - The purpose of this study is to understand the structure and dynamics of minority equity sponsorship agreements and the motivations for organizations to go beyond traditional sponsorships by acquiring minority equity in the sponsored organization.

Design/methodology approach - This paper adopts a qualitative methodology and presents interview data from key actors involved in minority equity sponsorship agreements. Findings - The findings of the paper include major characteristics of minority equity sponsorship agreements including the motivations, dynamics, and resources exchanged by sponsoring firms and clubs in these relationships, based on the experiences of key actors from firms, clubs, and …

Who Are Our Fans: An Application Of Principal Component-Cluster Technique Analysis To Market Segmentation Of College Football Fans, Daniel A. Rascher, Kenneth Cortsen, Mark S. Nagel, Tiffany Richardson

Journal of Applied Sport Management

A 66-question online marketing survey of 2,800 football fans who had purchased tickets to a Division I, Power 5 (P5) university football game was conducted in order to understand the fan base and provide better services and targeted marketing. Principal Component Analysis was employed to combine responses from multiple questions about purchase behavior, on-site satisfaction, demographics, and other criteria. Subsequent market segmentation via cluster analysis indicated that 95% of the survey respondents could be categorized into one of five clusters. The identified fan perceptions and evaluations resulted in the P5 athletic department taking specific actions to improve targeted marketing activities …

Intercollegiate Athletics Marketing-Generated Revenue: Within Autonomy Football Bowl Subdivision, Alicia Romano, Jamie Riggs, Alan Morse, Yoon Tae Sung

Journal of Applied Sport Management

Intercollegiate athletic market-generating revenue (MGR) is of interest to administrators for increasing institution revenue. The driving factors of MGR (i.e., conference, facilities, and finances) need to be understood to allow target level planning for increasing MGR. Multiple linear regression was used to assess MGR on a sample of U.S. autonomy Football Bowl Subdivision institutions. Per capita attendance by designated marketing area, capacity, and contributions were shown to have a strong, quantifiable influence on MGR. By setting the levels of the facility and financial determinant variables, and adjusting for conference, the MGR may be predicted or targeted for institution revenue goals.

2021-November-01-Calling Aspiring Craft Brewers Etsu Launches New Minor, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Wondering just how popular breweries have become? 

In 2020, taprooms alone produced over 1.8 million barrels – that’s more than 55 million gallons – of beer, the Brewer’s Association reported. 

Over the summer, Tennessee Hills Brewing and Distilling opened a new location on West Walnut Street, the site of a $33 million investment project by the City of Johnson City aimed at revitalizing the space that connects downtown with East Tennessee State University. 

And now at ETSU, students have the opportunity to minor in Brewing and Distillation Studies. ETSU and Tennessee Hills officials announced the creation …

2021-November-01-Etsu, Mercer Presidents Celebrate Championship Tradition, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The presidents of East Tennessee State University and Mercer University have raised the stakes for Saturday’s regular-season football finale that will decide the champion of the Southern Conference.

Both presidents have signed on to participate in a championship tradition, agreeing to graciously concede one of their state’s most sought-after culinary delicacies if their team loses the Nov. 20 contest that will kick off at 1 p.m. at Greene Stadium in Johnson City, Tenn.
            
If the Bears win, ETSU President Dr. Brian Noland will send Mercer President William D. Underwood a batch of Tennessee BBQ, and if the …

2021-November-01-Meet Kayla Weber, University Marketing And Communication, East Tennessee State University

ETSU News

For many college graduates, the job search begins after they have completed their final exams and finally received their diploma. 

However, Kayla Weber found out that she landed her dream job a few months before she finished her final semester at East Tennessee State University. After she graduates with her BSN on Dec. 11, 2021, she will begin a full-time job in the main operating room at a local hospital. It was her top pick of positions, and she cannot wait to begin her career. 

“My experience at ETSU has helped prepare me for my career in nursing by helping …

2021-November-01-Meet Cory Whitfield, University Marketing And Communication, East Tennessee State University

ETSU News

As he approaches the Thanksgiving holiday, graduate student Cory Whitfield remains grateful for a mentor’s powerful impact on his journey at East Tennessee State University.

Whitfield, who will graduate with his Master of Social Work in May 2022, would not have been able to attend ETSU if not for the late Dr. Angela Radford Lewis, an ETSU administrator who served as vice provost and special assistant to the president for strategic initiatives at ETSU before her death in 2019.

Lewis paved the way for Whitfield to pursue his dreams at ETSU, and now, he hopes to pay it forward and …

2021-November-01-Medical Students Hosting Virtual 5k Fun Run:Walk, University Marketing And Communication, East Tennessee State University

ETSU News

Fun Run/Walk

JOHNSON CITY, Tenn. (Nov. 1, 2021) — The Organization of Student Representatives (OSR) at East Tennessee State University’s Quillen College of Medicine is hosting the 2021 Quillen 5K Fun Run/Walk on Saturday, Nov. 13.

All proceeds will benefit the Willow Unit at Woodridge Hospital, which is a 12-bed unit offering inpatient psychiatric care to children and adolescents in a caring, comfortable environment. The unit serves children and teens ages 6 to 17 (and 18-year-olds meeting criteria who are current high school students).

Registration is $10 and all participants are eligible for prizes, which include gift cards form local …

2021-November-01-Voting Among Etsu Students Up Nearly 20 Percent During 2020, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – East Tennessee State University recently received a report that reveals student voting increased significantly during last year’s presidential election, rising from 46.8% in 2016 to 64.3% in 2020 for a total 17.5% increase overall. 

The report comes from the Institute for Democracy & Higher Education (IDHE), founders of the National Study of Learning, Voting, and Engagement, or NSLVE.  

The study’s authors report that nationwide, college communities are seeing record-number voter turnout. Educational institutions across the nation saw a national average of 66% voter turnout during the 2020 presidential election, a notable increase from the 52% …

2021-November-01-Remote Area Medical (Ram) Clinic, University Marketing And Communication, East Tennessee State University

ETSU News

An interprofessional team of students, faculty and staff from East Tennessee State University’s five health sciences colleges volunteered at the Remote Area Medical (RAM) clinic in Gray Nov. 5-7. 

This was the fifth year that ETSU sent a team to Gray to help deliver free medical, dental and vision services to people of the region. 

The ETSU Health volunteers represented Bill Gatton College of Pharmacy, Quillen College of Medicine, College of Public Health, College of Nursing and College of Clinical and Rehabilitative Health Sciences. 

Throughout the weekend, the students assisted with vision, dental, and medical screenings …

The Influence Of Intrinsic Motivational Forces On Consumers’ Product Purchase Intentions, Sumera Syed, Syed R. H. Shah, Fauziah S. Ahmad

Journal of Mediterranean Tourism Research

Food is perceived as the top most surviving need of humans since their existence. With the passage of time, this need has been further revolutionized with added requirements of safety and hygienic factors. Halal food having both of these factors, has gained popularity among both Muslims and non-Muslims consumers. Despite of ever increasing trend of Halal food consumption, the research to uncap this amazingly growing sector is still in its infancy stages. Interestingly, the role of intrinsic motivation in shaping up intention of the consumers for Halal food purchase is still not well explored. This study has addressed this untapped …

The Procrustean Bed Revisited: Ways To Scale 'Physical Service' Platforms, Prakash Bagri

Asian Management Insights

The course of their growth and extension never did run smooth.