Marketing Commons^™

2021-May-Cheer Tryouts For 2021-2022 School Year, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-May-High School Boys Basketball Tryouts, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-May-Petro's Fundraiser - Tuesday May 4th, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-May-Uh Track Team State Qualifiers, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-May-Uh Track Athlete Skyler Miller To Sign With King University, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Actions Speak Louder Than Words: How Characters’ Effectiveness As Message Sources Depend On Their Story Experiences, Cristel Antonia Russell, Anne Hamby, Boris Chapoton, Véronique Régnier Denois

Marketing Faculty Publications and Presentations

A television (TV) character’s actions and the consequences of these actions in TV storylines can shape the audience’s own behavioral intentions, especially if the audience identifies with that character. The current research examines how storylines depicting positive versus negative consequences of drinking affect youths’ drinking intentions, and whether post-narrative intervention messages delivered by story characters alter these influences. Results indicate that a post-narrative intervention can correct drinking intentions shaped by a pro-alcohol storyline, but the effectiveness depends on the source: a peripheral character is more effective than the main character at delivering a corrective message. This research pinpoints the role …

Location, Location… Mailing Location? The Impact Of Address As A Signal, Clark D. Johnson, Brittney C. Bauer, Katie Kelting, Nicolas Jankuhn, Woojong Sim

School of Business: Faculty Publications and Other Works

Recently, service providers have begun offering an innovative option for consumers seeking to rent an address. While the traditional option was for a post office box (e.g., PO Box 203, Chicago, IL 60654), the new option features a real street address with a unique suite number (e.g., 301 West Grand Avenue, Suite 203, Chicago, IL 60654). Service providers claim that addresses affect consumer perceptions of credibility and professionalism; however, these arguments have never been substantiated. Therefore, this research aims to examine the relationship between addresses and consumer evaluations of small businesses. Across a series of five experiments, we find evidence …

Tiny Tusks Internship: Marketing Towards Breastfeeding: How Marketing Can Either Help Or Hinder How Breastfeeding Is Perceived, Hailey Tremmel

The Eleanor Mann School of Nursing Undergraduate Honors Theses

Tiny Tusks Breastfeeding and Infant Support is a program run by faculty and students in the Eleanor Mann School of Nursing program that allows for breastfeeding mothers in attendance at the University of Arkansas sporting events to have a place to pump or provide care to their infant. How marketing towards breastfeeding is portrayed has a huge impact on helping breastfeeding mothers to feel properly educated and supported about the decision to breastfeed. The purpose of this literature review is to demonstrate how marketing tactics can affect the view of breastfeeding, whether that be positive or negative. The results found …

Beyond The Lineup: An Exploration Of Consumer Loyalty At Bonnaroo Music & Arts Festival, Anna Richardson

Honors Theses

The rise of the Internet and the accelerated technological changes associated with the creation of the Internet have led to a restructuring of business structures in the music industry. These changes in technology coupled with changes in consumer preferences have led to a rise in the popularity and profitability of the live music sector, and specifically music festivals. The market for music festivals is becoming more saturated, and festival organizers are having to find new and distinct ways to differentiate their offerings. In order to maintain competitive positioning in a progressively saturated market, festival organizers must rely on differentiation and …

Personification In Advertising: A Rhetorical Analysis Of Digital Video Ads In The Insurance Industry, Dorm Kpedor

Electronic Theses and Dissertations

Major companies in the insurance industry—notably Allstate, Progressive, and Farmers—often employ personification as a creative rhetorical tool in digital video advertisements. By leveraging brand characters in various ways, these companies seek to establish trust and engender emotional impact in customers. Allstate ascribes destructive characteristics that are associated with house cats to its Mayhem character; in doing so they evoke the desired emotional responses of humor and fear. Progressive creates and deploys the Motaur character, a visual personification and play on the Centaur; in this case, the company’s rhetorical strategy is to evoke humor and nostalgia that resonate with motorcycle owners. …

A Study On The Impact Of Social Media Marketing In The Event Industry: Executing A Marketing Plan, Adrian N. Bradley

Human Nutrition and Hospitality Management Undergraduate Honors Theses

Marketing is a large part of growing one’s business or event. The objective of this study was to gain an understanding of how social media marketing increases brand loyalty, attendance, and engagement within current and potential guests over traditional event marketing methods. Through this study a data collection survey for the University of Arkansas’ Hospitality Management annual event Students Mastering the Art of Hospitality (SMASH) to gather information on the effectiveness of e social media marketing’s influence on their attendees. Unfortunately, due to a global pandemic SMASH was canceled and the researcher and honor’s committee thought it to be best …

Nonprofit Social Media Internships: A Handbook, Allison Laroy

College of Arts & Sciences Senior Theses

This thesis examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and my own lived experiences as a social media intern, I develop a handbook for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on nonprofit social media that interns and supervisors can …

2021-May-01-Etsu Concludes Four-Day Commencement Weekend, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University returned to in-person Commencement activities last week, celebrating the graduation of more than 2,000 graduates in the Class of 2021 and recognizing members of the Class of 2020 who returned to campus to cross the stage after being honored in virtual ceremonies last year.

The university hosted several ceremonies over the course of four days instead of the traditional two Saturday ceremonies and implemented a number of protocols for the health and well-being of graduates, their families and all participants.

ETSU awarded 2,091 degrees at the baccalaureate, master’s and doctoral levels to members …

2021-May-01-Explore Science And Fictions Cinema In East Tennessee, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – “Science and Fictions: Cinema in East Tennessee,” a virtual symposium presented by East Tennessee State University’s departments of Media and Communication and Literature and Language is scheduled for Friday and Saturday, May 14-15, via Zoom. 

This free event is focused on artists, filmmakers, researchers and writers who will share insights on key topics for the region using film as a catalyst for conversation and action. It is composed of three seminars, an asynchronous film screening, a film production skills workshop, and a collaborative film and design workshop. 

Online panels will engage interdisciplinary panelists around numerous topics, including …

Analyzing Purchase Behavior For Domestic And Imported Dry Wines In The U.S. Market Using Panel Data, Nadica Koskarovska

Graduate Theses and Dissertations

The objective of this study is to explore wine purchase behavior in the United States market, including different off-premise channels using AC Nielsen panel data and wine prices and rankings from the Wine Enthusiast database of wine reviews. The purpose of this thesis is to identify factors that impact customer loyalty to retail wine brands. In so doing my goal is to provide information that can be used to improve marketing efforts of small wineries that are seeking to grow into mainstream retail formats. The results suggest that efforts to build brand equity will be more successful if the brand …

Developing A Food Assistance Informational Graphic And Implementation Plan Based On Consumer Evaluation, Mckenna Cunningham

Agricultural Economics and Agribusiness Undergraduate Honors Theses

Food insecurity refers to the uncertainty of having or acquiring enough food to sustain all members of a household. In 2019, 10.5% of households in the United States reported being food insecure. Of that number, 4.1% of households reported ‘very low food security,” meaning that there were additional periods of time in which one or more household members restricted or forfeited their food intake due to lack of money or other resources (USDA, 2020). Without access to proper nutrition, the health of both adults and children are put at risk for illness including anxiety, high blood pressure, diabetes, and other …

A Study On Mukbang User’S Consuming Behavior, Hyo Geun Song

UNLV Theses, Dissertations, Professional Papers, and Capstones

The main focus of this study is to examines what factors influence the tendency towards the Mukbang, and to understand the effectiveness of Mukbang. The specific purpose of this research is to examines how do the motivation of watching Mukbang affect the gratification obtained after watching Mukbang and what is the impact of the Mukbang on the utilitarian/ hedonic shopping values among Mukbang users and how do the perceived utilitarian and hedonic shopping values influence the user’s purchase intention. To find motivations of watching Mukbang, interview was performed. Five factors were developed from a interview of the responses to the …

Coach Bob Hurley Sr.: A Jesuit Educated Heroic Leader, Francis Petit

Jesuit Higher Education: A Journal

ABSTRACT

The purpose of this research was to determine if Coach Bob Hurley Sr. (Coach Hurley) was a Heroic Leader. Coach Hurley was the long time Varsity Boys Basketball Coach at St. Anthony’s High School in Jersey City, New Jersey which closed in 2017. Coach Hurley was also inducted into the Naismith Memorial Basketball Hall of Fame in 2010. The methods of this research included a historical study of the life and career of Coach Hurley as was captured within the traditional media and academic literature. In addition, the methods of this research also included one-on-one phone interviews that Francis …

Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya

Asian Management Insights

In July 2019, Evangeline Leong, co-founder and CEO of Kobe, a Singapore-based start-up providing influencer marketing services, had a challenging task ahead of her.

Ethical And Sustainable Cosmetics And Their Importance On Consumer Purchase Behavior, Warda Rawof

Undergraduate Honors Theses

“Sustainability is increasingly important to consumers as they consider not only the effects products they buy have on their personal health, but also the impact they have on our wildlife, soil, and the people who work at every level of the supply chain. As climate change has moved from a future concern to a present reality, going green has become a driving force for innovation in every industry, including beauty” (Linkage, 2020). The importance of ethical and sustainable products is on the rise in the beauty industry, it is becoming increasingly apparent that having ethical and clean products are important …