Marketing Commons^™

2021-November-15-Renaissance Child Winter Enrichment Enrollment At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

Johnson City, Tenn. - ( Nov. 15, 2021) Children in grades 1-6 are invited to attend the Renaissance Child Winter Enrichment program at East Tennessee State University from Monday-Wednesday, Dec. 20-22.

This three-day Winter Baking and Cooking experience, hosted by the ETSU Office of Professional Development, includes a field trip to the ETSU Planetarium with an emphasis on the winter sky and space. 

Counselors have planned multiple holiday arts and crafts, games and winter fun enrichment activities for campers, with outdoor play included as weather allows.

Campers may be dropped off at Warf-Pickel Hall at 8 a.m. and picked …

2021-November-14-Scholar Giving Lecture On Masculinity In Popular Culture, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Nov. 14, 2021) – East Tennessee State University will host a public lecture by Dr. D. Michael Jones titled “Hardboiled Hysterics: Modernity and Impossible Masculinities” at 2 p.m. Wednesday, Nov. 17, at the Reece Museum. The event is part of the Sigma Tau Delta lecture series sponsored by ETSU’s chapter of Sigma Tau Delta, the international English honor society that promotes universal literacy, excellence in writing and appreciation of the literary arts.

Jones is an assistant professor in the ETSU Literature and Language Department. He published his first book, “The Byronic Hero and the Rhetoric of …

2021-November-12-Etsu College Of Business And Technology To Hold Fifth Annual Ibucs Competition, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Nov. 12, 2021) – A “Shark Tank” style entrepreneurship competition offers East Tennessee State University students and faculty the unique opportunity to win seed money for their innovative ideas.  

The iBUCS Student Venture Pitch Competition, hosted by the College of Business and Technology, allows participants who enter the contest to develop a business plan and pitch that idea to a distinguished panel of judges.

“I have been involved with ETSU and the iBUCS Student Venture Pitch event in recent years and it’s exciting to see the compelling pitches and cutting-edge ideas in areas such as emergency …

2021-November-10-Professor Produces First-Ever Retrospective Box Set Celebrating Doc Watson, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Nov. 10, 2021) – Blind from infancy, Doc Watson became “one of the most influential folk artists of all time,” as NPR noted.  

And thanks to Dr. Ted Olson, a professor of Appalachian Studies and Bluegrass, Old-Time and Roots Music Studies at East Tennessee State University, music lovers can enjoy the legacy of the Grammy-award winning artist even more.

Olson produced and curated “Doc Watson – Life’s Work: A Retrospective,” a four-disc box set that will be released Nov. 12. It is the first-ever career retrospective on Watson and will be available in both a …

2021-November-09-Etsu Faculty To Be Honored As 2021 Notable Women Of Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Nov. 9, 2021) – The Women’s, Gender, and Sexuality Studies Program at East Tennessee State University has announced Dr. Aruna Kilaru and Vanessa Mayoraz as the 2021 recipients of the Notable Women of ETSU award.

The two award recipients will be honored at 5 p.m. on Nov. 17 during the 20th Annual Notable Women of ETSU Colloquium. Because of the COVID-19 pandemic, the awards ceremony and colloquium will be held via Zoom. The public is invited, program leaders said, and current and former students of the honorees are especially welcome. 

The event highlights the expertise and …

2021-November-08-Etsu Health Family Medicine Bristol Welcomes Two New Physicians, University Marketing And Communication, East Tennessee State University

ETSU News

Welcome, New Physicians

BRISTOL, Tenn. (Nov. 8, 2021) -- To better serve more of the region, ETSU Health’s Family Medicine Bristol clinic has added two physicians, creating a team to provide comprehensive care for all stages of patients’ lives, and in particular, women’s services.

Dr. Andrea Hopkins, medical director, maintains a comprehensive family medicine practice that includes non-surgical obstetrics. She takes a personalized approach to patients’ …

2021-November-08-Board Of Trustees Meeting, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY — (Nov. 8, 2021) East Tennessee State University’s Board of Trustees will hold its quarterly meeting and several committee meetings on Friday, Nov. 19.

All meetings will be conducted in person at the D.P. Culp Student Center, East Tennessee Room.

Meetings are scheduled as follows:

• Academic, Research, and Student Success Committee – 8 a.m.
• Audit Committee – 9:15 a.m.
• Finance and Administration Committee – 11 a.m.
• Board of Trustees Meeting – 1 p.m.

When they become available, the agenda and accompanying materials for the meeting will be posted at etsu.edu/trustees under “Meeting Schedule & Materials.” The meetings are …

2021-November-08-Archives, Reece Receive Neh Funding, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Nov. 8, 2021) – East Tennessee State University’s Center of Excellence for Appalachian Studies and Services announces that the Archives of Appalachia and B. Carroll Reece Museum have received $225,000 in funding from the National Endowment for the Humanities. The funding will support a project to enhance online access to collections and artifacts that document diverse voices in southern Appalachia.

The grant will be used to hire three professional staff members and to purchase equipment to digitize and provide free online access to thousands of rare or unique materials. Over the next 15 months, the Reece and …

2021-November-08-Kate Emmerich Named Etsus Staff Woman Of The Year, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Nov. 8, 2021) – East Tennessee State University has recognized Kate Emmerich as Staff Woman of the Year.

2021 ETSU Staff Woman of the Year

This award honors one extraordinary woman who has made a notable impact in the workplace and improved the …

2021-November-05-Etsu A Cappella Ensembles To Perform In 'Perfect Harmony', University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Nov. 5, 2021) – “Perfect Harmony,” a concert that includes five pop a cappella ensembles from the East Tennessee State University Department of Music, takes place Saturday, Nov. 13, at 7:30 p.m. in the Grand Hall of the ETSU Martin Center for the Arts.

Greyscale

“We have not had this annual concert since fall 2019 because of the COVID-19 pandemic,” said Dr. Alan Stevens, co-director of Choral Activities. “We are excited to bring back Perfect Harmony for the first time in the Martin Center Grand …

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 …