Marketing Commons^™

Examining The Strategies In Response To Crises In Major League Baseball, Jimmy Palmerino

School of Professional Studies

This paper analyzes the crisis response strategies of Major League Baseball (MLB) during the following events: the steroids scandal, the Houston Astros cheating scandal, and the coronavirus (COVID-19) pandemic. The hypothesis tested is as follows: MLB’s crisis response strategies are ineffective, as they are directly related to the league’s poor image in the public eye. Research includes a review of academic literature explaining crisis communication theories, as well as the relationship between crisis communication and public relations (PR). The paper concludes with recommendations for how the league can improve its crisis communication and crisis response strategies in the future to …

The Effects Of Social Media On Young People Through The Lens Of Covid-19, Molly Gammon

School of Professional Studies

This study looks at the relationship between social media and its effect on young people’s wellbeing by examining the available literature and research on the topic. Because Millennials and Generation Z do not remember a time before the internet and social media, it has become an influential and crucial part of their lives. Many suggest that social media is harmful to young people, while others argue that the benefits of the internet and social media outweigh the costs and risks. By analyzing the current research, it seems like there is still a lack of consensus on this debate. The goal …

Social Media And Political Campaign Communication In Ghana., Beatrice Eyram Amenyeawu

School of Professional Studies

Originally designed for social networking and interactions, social media has gained precedence in business and organizational operations. Politics which has had a long relationship with the media has seen some changes in its campaign and communication due to the evolution of the media. Social media has proven to be an effective strategy in political communication and campaign. Given its numerous features such as the like button, live videos, content sharing, comment option, photo sharing, status update, tags, amongst others it has enabled the dialogue between political stakeholders. Furthermore, social media impacts elections and democratic discourse with its dialogic feature which …

Internal Communications In The Time Of A Global Pandemic, Thais Gandica, Manvi Talwar, Sange Wangmu Thungon, Edgar Knyvet Diengdoh Pyrtuh, Emmanuel Kumah

School of Professional Studies

The business and organizational worlds have been in constant transformation for years. Still, 2020 changed drastically the way they function from their very inside. The COVID-19 pandemic hit all industries, and with that, all models of communication had to be reshaped so they could efficiently connect with their internal players in charge of crafting and delivering messages that would work towards a healthy and productive environment. Internal Communications played a critical role in the employee relations, brand image, and overall success of organizations, especially during the crisis. Through primary and secondary research conducted to three different organizations’ sizes, this research …

Examining The Effectiveness Of Influencer Marketing Across Platforms, Alison Everett

School of Professional Studies

This paper evaluates how effective influencer marketing is across the two most popular influencer platforms, YouTube and Instagram. This paper uses a case study approach to analyze popular brands that use influencer marketing on both platforms to determine which platform is more successful at engaging and reaching audiences from influencers. The brands analyzed for case studies are food delivery service HelloFresh and haircare brand Function of Beauty. Both brands use influencer marketing on Instagram and YouTube. The HelloFresh case study analyzes sponsored content from YouTube creator Jacksfilms and Instagram influencer Marisa Hen. The Function of Beauty case study analyzes sponsored …

A Comparison Of Community Development Corporations (Cdcs) In Worcester, Massachusetts, Benjamin L. Gessel

School of Professional Studies

This paper examines the factors that influence the effectiveness of two community development corporations (CDCs) in Worcester, Massachusetts. The Main South CDC is more community-oriented and has a comprehensive approach to improving its neighborhood. Worcester Community Housing Resources (WCHR) has a narrower approach that is limited to developing and financing affordable homes. The paper investigates the success of these two organizations on factors widely considered important for CDCs, including their ability to provide affordable housing, the extent of services they offer, their level of community control, and their financial security

Happening In Plain Sight: An Evaluation Of Sexual Harassment In Municipal Government Through A Case Study Of Newark, New Jersey, Hoween R. A. Flexer, Caitlin R. Louie

School of Professional Studies

In the city of Newark, New Jersey, Sebrevious Scott, a participant in the New Jersey Reentry program was hired as part-time office assistant in the city's re-entry office. After being transferred to the city’s Parks and Grounds Departments, she started being sexually harassed, inappropriately touched and propositioned by her supervisor, Richard Kirkland. Scott made repeated attempts to report these actions through the appropriate channels. She was met with dismissal, resistance, and later retaliation. While working in this hostile environment she was also pursuing a full-time employment opportunity with the city upon the completion of the reentry program. Unfortunately, this never …

Social Media Preferences Of Individuals Seeking Graduate Business Degrees, Peyton N. Boxberger, Hannah C. Lee

Management Undergraduate Honors Theses

The purpose of this thesis is to provide actionable insight to the Walton MBA Programs Office for a cohesive social media strategy that is inclusive of all audiences. This research hopes to help the Walton MBA program better understand potential and current students based on their social media behavior and learn how social media use has changed due to the global COVID-19 pandemic. This report will analyze the results of a survey crafted to better understand the social media preferences of individuals seeking graduate business degrees. From these, a social media marketing strategy can be created to tailor content to …

Consumer Behavior And Coronavirus: How The Pandemic Transformed The American Shopper, Gina L. Riedell

Supply Chain Management Undergraduate Honors Theses

This study examines the changes in consumer shopping behavior resulting from the coronavirus pandemic in the United States as well as the effects on in-store and e-commerce sales and market share within the CPG industry. Most Americans faced some level of disruption throughout developments in the coronavirus outbreak. The study of their ongoing behavior changes in shopping preferences and purchasing decisions is revealed through CPG sales and offers insight into how it has affected the industry long-term. This paper analyzes the consumer behavior shifts in chronological order as new developments in the pandemic affected shopping decisions from January 2020 to …

Employee Retention Rate, Lila Sorenson

School of Professional Studies

This paper addresses the following problem regarding low employee retention rates in non-profit mental health organizations, specifically at NFI. The problem at hand is that majority of staff at NFI have an average length of stay of one year or less. The purpose of this paper is to address the current problem and hypothesize factors that could impact the low retention rates. Additionally, the purpose of the paper is to brainstorm potential solutions regarding the low retention rates and suggestions of how to implement the solutions. The documents contained in this paper include data analysis of employee average length of …

A Sweet Future For Sugar Makery: A Deeper Dive Into Small Business Consulting, Samuel Lauritsen

Theses/Capstones/Creative Projects

This case study investigates a local candy store in Glenwood and Council Bluffs Iowa. Processes, consistency and concise planning promoted the rapid growth of Sugar Makery into two locations in three short years. Results from the analyses indicate that the main problem facing Sugar Makery is sustaining its differentiated strategy from new industry entrants, key recommendations to sustain its success are presented. Every company has its own strengths, weaknesses, opportunities, and threats. The key is identifying each to be able to capitalize on competitive advantages, mitigate the damage done by weaknesses, take advantage of opportunities and create plans to avoid …

2021-May-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 April.  Thank you for your service!

Joy C. Hoover – Executive Aide, Center for Advisement and Student Excellence, College of Arts and Sciences, 4 years of service

Cheryl Garby Moore – Research Specialist, Biomedical Sciences, 18 years of service

Published May 2021 as part of the Accent email newsletter for faculty and staff.

2021-May-01-Etsu Class Of 2021 Spring Commencement, University Marketing And Communication, East Tennessee State University

ETSU News

Final ceremony Sunday, May 9

JOHNSON CITY (May 8, 2021) – East Tennessee State University continued its four-day Commencement celebration on Saturday as degrees were presented to graduates of the colleges of Nursing, Public Health, and Clinical and Rehabilitative Health Sciences and the Clemmer College.

Throughout the weekend, degrees are being conferred to over 2,000 students.  In addition, the university held a special ceremony on Friday at 10 a.m. honoring the Class of 2020 graduates.  Due to the COVID-19 pandemic, degrees were conferred to these students in virtual ceremonies, but yesterday they had the opportunity to don their cap and …

2021-May-01-1911 Society - Class Of 2021, University Marketing And Communication, East Tennessee State University

ETSU News

11 members of the Class of 2021

JOHNSON CITY – Eleven members of the Class of 2021 who have distinguished themselves for academic excellence, service and leadership at East Tennessee State University have been inducted into the 1911 Society.

1911 Society - Class of 2021

Named in commemoration of the year when ETSU was founded, the 1911 Society recognizes the university’s most notable graduates from undergraduate, graduate and professional programs. The selection committee evaluates applicants on academic achievement; sustained service; honors, awards, recognitions, publications and presentations; demonstrated leadership; work experience, such as study abroad, internships, externships and clinicals; and personal …

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

ETSU News

ETSU welcomes the following employees who recently joined the university: 

Thomas Bauer is an information security engineer in Information Technology Services. He was previously a security analyst with Affinity Tech Solutions.

Mark D. Christian is a police officer in Public Safety. Before coming to ETSU, he was a deputy in the Carter County Sheriff’s Office. He holds a bachelor’s degree in criminal justice from Bethel University.

Devin Clark is a dispatcher in Public Safety. He holds a B.S. degree in exercise science from ETSU.

Crystal Harrell is a career specialist with the Center for Community Outreach. She holds a B.S. …

2021-May-01-Grad Students Conclude Cdc Mascup Study, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY — A team of graduate students from East Tennessee State University College of Public Health have been busy placing Johnson City on the map as they conclude four months of local observations for the Centers for Disease Control and Prevention’s (CDC) national MASCUP! study. 

Under the direction of Dr. Sam Pettyjohn, research assistant professor, ETSU is one of 66 locations nationwide chosen to assess mask wearing behaviors at U.S. colleges and universities as part of a larger “Mask Adherence Surveillance at Colleges and Universities,” or MASCUP!. Students have collected field data gathered on and off campus.

Since February, …

2021-May-01-Horsepower 2021 Tweetsie Celebration Running Back-To-Back, University Marketing And Communication, East Tennessee State University

ETSU News

Horsepower 2021, Tweetsie Celebration running back-to-back

JOHNSON CITY — Prepare for two weekends filled with railroading history at East Tennessee State University. On May 29, the George L. Carter Railroad Museum, located in the Campus Center Building, will kick off its Modern Equipment “Horsepower 2021” Heritage Day, followed by a limited-attendance, two and a half-day Tweetsie Celebration, June 4-6.

Both events will allow visitors to see railroading’s diverse history, beginning with the annual modern diesel day to showcase today’s high-horsepower equipment. Operating in …

2021-May-01-Pocket Ace Published In International Journal, University Marketing And Communication, East Tennessee State University

ETSU News

Study finds wording change in ACEs test could help find more childhood sexual abuse survivors

JOHNSON CITY – Could modifying the wording of a screening test commonly used to identify adverse childhood experiences (ACEs) result in identifying more survivors of childhood sexual abuse, and therefore lead to improved health outcomes for these individuals?

It could, if the findings of research led by East Tennessee State University’s Robyn Dolson spur changes in the way childhood sexual abuse is identified.

Dolson is the author of “Pocket ACE: Child Sexual Abuse Survivors Missed by the ACEs Study Questionnaire,” which appears in the July …

2021-May-01-Renaissance Child Camps Offered This Summer, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY — East Tennessee State University’s Office of Professional Development invites children and youth to participate in its 2021 Renaissance Child Camps, scheduled for June 7-July 31. 

For the 19th year, these one-week camps will offer a variety of educational, hands-on and interactive opportunities for participants in first grade through high school, with programming based on the STREAM (science, technology, reading/recreation, engineering, arts and math) educational curriculum, which follows Tennessee Core State Standards. An emphasis on the well-rounded child is completed by outside play and creative activities.

Returning camps for participants entering seventh grade, and ages 12 and up, …

2021-May-01-Spring 2021 Commencement Schedule, University Marketing And Communication, East Tennessee State University

ETSU News

After holding both spring and fall commencement ceremonies virtually in 2020 due to the COVID-19 pandemic, East Tennessee State University is pleased to host ceremonies on campus for its expected 2,091 spring 2021 graduates, as well as graduates from both spring and fall 2020.

For the health and well-being of those who will gather for the celebration, the university will host several ceremonies over the course of four days instead of the traditional two Saturday ceremonies. To support a safe environment for graduates, guests and all participants during these events, a number of protocols will be in place.

Ceremony programs …