Marketing Commons^™

2021-July-02-Clarinet Academy, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 2, 2021) – Five East Tennessee State University students from the Department of Music clarinet studio will attend the sixth annual Minnesota Clarinet Academy, which will be held virtually July 5-9.

This international clarinet workshop draws advanced clarinet students and enthusiasts from around the world.

The participating ETSU students are Kate Boundy of Clinton; Sophia Holcomb and Emerald Mayes, both of Rogersville; Kamryn Vandyke of Grundy, Virginia; and Alexandria Harrison of Richlands, Virginia.

Each student will have the opportunity to play in two master classes, receive a private lesson with a member of the faculty, and attend …

An Analysis Of Utah Media: Women & Politics, Rebecca B. West, Lindsey Phillips, Trish Hatch, April Townsend, Susan R. Madsen

Marketing and Strategy Faculty Publications

As women’s political presence and influence have slowly continued to increase, the way they have been represented in the media has also evolved. Research spanning the past several decades indicates that women politicians continue to be disadvantaged in the way they are covered by the media. From newspapers to primetime television, the way female political candidates are represented is a crucial topic; recent research indicates that women are dissuaded from even entering the political realm due to patterns of gendered media reporting and that “media both produces and reproduces sexism.” Research evaluating media representation of female political candidates spans both …

2021-July-01-Enjoy Retirement, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to the following members of the East Tennessee State University family who retired in June.  Thank you for your service!

Andrew Battista – Associate Professor, Department of Political Science, International Affairs and Public Administration, 36 years of service

Valerie Bodell – Information Research Technician, Degree Programs, 13 years of service

William R. Duncan – Vice Provost for Research, Office of Research and Sponsored Programs, 12 years of service

Gail Kase – Associate Professor, Department of Psychiatry, four years of service

Thomas E. Kwasigroch – Associate Dean/Professor, Department of Biomedical Sciences, 42 years of service

Cecilia McIntosh – Professor, Department …

2021-July-01-Meet Caleb Atkins, University Marketing And Communication, East Tennessee State University

ETSU News

The third time was the charm for Caleb Atkins. As a freshman, the Ringgold, Georgia, native entered two different colleges that just weren’t the right fit for him. Then he found East Tennessee State University.

“I was in a different situation than most, because by the time I went into my third semester, I was at my third college,” said Atkins, now a senior Honors-in-Discipline economics major with a minor in finance. “I got to experience coming into a new place as a freshman three different times – once at a school with 35,000 students in downtown Atlanta; another time …

2021-July-01-Etsu Health Cardiologist Accepting New Patients, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 1, 2021) – Dr. Jeetendra (Jay) Patel, an experienced interventional cardiologist who is dedicated to caring for his patients, is accepting new patients at ETSU Health Cardiology.

As an interventional cardiologist, Patel diagnoses and treats heart and blood vessel conditions and diseases through nonsurgical procedures. 

Patel has a strong interest in general cardiology along with complex coronary interventions and in management of peripheral arterial disease, valvular heart disease and congestive heart failure. 

“Being an interventional cardiologist places me at the frontline of heart attack care, and I see that as my calling,” Patel said. “I am …

2021-July-01-Underwater Adventure, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University and STREAMWORKS will host an “Advanced Underwater Vehicle Workshop” at the ETSU-Eastman Valleybrook Campus in Kingsport from July 12-16. This professional development workshop will focus on the soon-to-be-released remotely operated vehicle (ROV) SeaMATE Barracuda 2.0. 

This workshop is just weeks ahead of the 2021 Marine Advanced Technology Education (MATE) International ROV World Championship, an underwater robotics competition, which will take place on the main ETSU campus Aug. 5-7. 

“There’s a need for educators to have access to real-world learning experiences, and part of that is training educators outside of the academic institutions and …

2021-July-01-Going Places, University Marketing And Communication, East Tennessee State University

ETSU News

Lisa Baumer is an associate director of Financial Aid. She comes to ETSU from Lamar State College-Port Arthur, where she was an assistant director of Financial Aid. She holds an M.A. in anthropology from Louisiana State University.

Nellie Frye is a counselor in the Office of Financial Aid. Before coming to ETSU, she was a lead advisor and Summer Melt coordinator with the Niswonger Foundation. She holds a B.S. in psychology from ETSU.

Ethan Grey Hutchinson is an assistant director of advisement training in University Advisement. Hutchinson was an academic advisor in the East Carolina University College of Education before …

Digital Marketing For Small Businesses During Covid-19 And Beyond, Emily Lenore Guyer

Theses

The directed project has two parts: the Prospectus for AMC 60000 Thesis/Directed Project I, and the website https://eguyer123.wixsite.com/directedproject2 for AMC 61000 Thesis/Directed Project II. The website takes this information and puts it into resources, namely infographics and videos. My goal is to help small businesses, whether they are established and transitioning from traditional to digital marketing, or brand new and are starting their marketing strategies from scratch. Throughout this project, they’ll learn the importance of navigating social media marketing, content marketing, search engine optimization, and digital marketing through the COVID-19 pandemic and beyond.

Assessing Equity Based Mutual Funds And Stock Market Indices In India Using The Engle-Granger Cointegration Technique, Neha Gupta, Pooja Mathur, Satyendra P. Singh

DLSU Business & Economics Review

Mutual funds are one of the most suitable investment alternatives for common investors. Mutual funds are affordable, professionally managed, transparent, and at the same time, offer a wide gamut of schemes to invest in. They can generate superior returns and, at the same time, reduce risk through the diversification of the portfolio. Out of various schemes offered by mutual funds, equity funds are quite popular among investors because of their ability to generate higher returns. They not only generate higher returns but also sometimes beat the market. As the portfolio of equity-based mutual funds consists of equity shares, the movement …

Identifying And Selecting Effective Graphic Health Warnings To Prevent Perceptual Wearout On Tobacco Packaging And In Advertising, Scot Burton, J. Craig Andrews, Richard G. Netemeyer

Marketing Faculty Research and Publications

Graphic visual health warnings (GHWs) on cigarette packaging are used in more than 120 countries globally. Because there are concerns about the effectiveness of using the same visual warnings over many years due to wearout, a primary issue is how to identify the most effective visual stimuli. Adolescent smokers and nonsmokers provided more than 2000 ratings of different visual warnings. Cluster analysis and follow-up analyses are used to identify a high-performing visual stimuli group from the larger group of GHWs. Subsequent analyses also show that compared to other pictorial stimuli, the high-performing group is perceived as effective in preventing adolescent …

2021-July-01-Bluegrass Artists In Residence, University Marketing And Communication, East Tennessee State University

ETSU News

Brittany Haas is widely regarded as one of the most influential fiddlers of her generation. She has performed with such artists as Gillian Welch and David Rawlings, Bela Fleck, Dierks Bentley, Steve Martin and more, and currently tours with Hawktail.

JOHNSON CITY (July 12, 2021) – Bluegrass, Old-Time and Country Music Studies and the Department of Appalachian Studies at East Tennessee State University announce two new artists in residence for the 2021-2022 academic year: Brittany Haas and Mike Compton.

Haas is widely regarded as one of the most influential fiddlers of her generation. She grew up in Northern California, honing …

The Future Of Tv And Online Video Platforms: A Study On Predictors Of Use And Interaction With Content In The Egyptian Evolving Telecomm, Media & Entertainment Industries, Hesham O. Dinana, Rasha Allam

Faculty Journal Articles

This study examines the future of TV and online video platforms in the evolving Egyptian market through using the predictors of use and interaction. Built on the unified theory of acceptance and use of technology, and the theory of technology discontinuities and platforms development, this study extends its framework to explore the relationship between the intention of use and the interaction with content behavior. A sample size of 396 university students answered the survey questions. Unlike other studies, the study found that the perceived ease of use (PEU) is the only variable that is positively correlated to the intention to …

Virtually (Im)Possible: Transitioning To A Virtual Marketing And Outreach Program, Laura Wilson, Corinne Gabriele, Alex Mcconnon, Susan Skoog, Nicole Tantum, Lisa Villa

Staff publications

This article outlines the challenges and successes of a library outreach team at a small New England college campus during the COVID-19 pandemic. In March of 2020, the highly residential College of the Holy Cross in Worcester, Massachusetts, sent almost all students home to continue their classes online—yet no online classes had ever been taught at the college before. For the first time ever, the college’s libraries were in the position to rebuild all promotional communications and activities from scratch—pivoting from a largely in-person setting to an entirely virtual setting. The team quickly created and launched social media campaigns and …

Editor's Note, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Know Your Customers: How Generations X And Y Perceive Mobile Payment, Sheena Valencia, Reynaldo Bautista Jr., Luz Suplico Jeong

DLSU Business & Economics Review

This research aims to find the factors that will influence Generations X and Y consumers to utilize mobile payment in the Philippines. A self-administered questionnaire was sent to 160 respondents from Generation X and 160 respondents from Generation Y. The theory of planned behavior was used as a framework. Attitude towards mobile payment, subjective norms, and perceived behavioral control were used to predict the intention to use mobile payments. The results show that attitude is the most significant predictor of intention to adopt mobile payment from Generations X and Y. This implies that the more favorable the attitude, the more …

Investigating The Influence Of Consumption Values On Healthy Eating Choices: The Moderating Role Of Healthy Food Awareness, Aleem Raza, Mubasher Akram, Muhammad Asif

DLSU Business & Economics Review

The purpose of the study was to empirically investigate the extent to which consumption values influence consumers’ healthy eating choices. By using the theory of consumption values, the study also attempts to explain the role of healthy food awareness as a moderating variable in consumers’ healthy eating choices. The quantitative data were collected through structured questionnaire from 320 participants. The data were analyzed by using structured equation modeling. The results revealed that consumers’ healthy eating choices are strongly linked to emotional and epistemic values. The study also found a positive relationship between conditional value and consumers’ healthy eating choices. In …

Impulse Buying And Financial Literacy Among Public Elementary And High School Teachers In The Philippines, Melvin A. Jabar, Ma. Luisa C. Delayco

DLSU Business & Economics Review

This paper primarily interrogates the assumption that financial literacy essentially decreases impulse buying. However, this may not necessarily be the case, given that individuals navigate in different social contexts. Teachers in the Philippines are stereotypically perceived as heavy financial borrowers due to their limited income. Given their quick access to private financial loan companies, it is worthy to investigate if teachers also engage in impulse buying. The first goal of this paper is to describe the financial literacy of public-school teachers. Second, it examines the relationship between financial literacy and impulse buying. In this paper, financial literacy is operationalized in …

Bitcoin, Intrinsic Value, And Herd Effect, Angel Enrique Chico-Frias

DLSU Business & Economics Review

The intrinsic value of a good may be related to its production costs, so its price will never be less than this. Bitcoin prices can have behaviors similar to those existing in nature. The research aims to find similar behaviors between herds in the animal world and Bitcoin prices. Besides, the study analyzes the cost of production to determine if it is the intrinsic value of this cryptocurrency. Three scenarios in Bitcoin prices in the Momentum indicator were studied. The ANOVA and Tuckey test were helpful to find if the Momentum averages are related. The Momentum Index data worked with …

Delta-Normal Value At Risk Using Exponential Duration With Convexity For Measuring Government Bond Risk, Di Asih I Maruddani, Abdurakhman Abdurakhman

DLSU Business & Economics Review

A bond is simply a debt that promises to repay the money with interest in the future. An issuer must pay the coupon regularly and repay the face value at the maturity date. Therefore, a bond is called fixed-income security. However, as with any investment, there is always some risk involved. Two significant bond risk investments are interest rate risk and credit risk. In this paper, we want to measure interest risk, which affects bond price movements. Exponential duration with convexity (EDC) will be applied to predict an accurate estimation of bond price caused by the interest rate change. Delta-normal …

The Effect Of Risk Management Committee On Audit Fees: Malaysian Evidence, Masturah Malik, Rohami Shafie

DLSU Business & Economics Review

The global financial crises that have occurred in the past have caused a growing number of firms to establish a risk management committee (RMC) at their board level. By adopting 208 nonfinancial listed firms in Bursa Malaysia for the year end 2014, our study explores whether the establishment of an RMC and its attributes (having independent members, experts and female members) affect the audit fees charged towards the firms. Apart from the demand perspective of an audit, the study reports that independent members of the RMC are associated with higher audit fees. The result is derived from the basis that …