Marketing Commons^™

Student Retention In Higher Education: Effect Of The Campus Fitness Center On Women, Leslie Marie Gordon

UNF Graduate Theses and Dissertations

Of the 3.5 million first-time in college, full time students who began college in fall 2017, 74% returned for fall 2018, with 61.7% retained at their starting institution. Covid-19 has negatively impacted retention; in addition to normal attrition, one of every five students did not return to campus in fall 2020. Researchers have gauged both academic and social factors that positively influence retention and note the use of the campus fitness center (CFC) as one social factor; however, women are less likely to use the CFC, are one third as likely to exercise, and experience more numerous fitness obstacles and …

Young Adults’ Preferences For Influenza Vaccination Campaign Messages: Implications For Covid-19 Vaccine Intervention Design And Development, Zhaohui Su, Dean Mcdonnell, Jun Wen, Ali Cheshmehzangi, Junaid Ahmad, Edmund Goh, Xiaoshan Li, Sabina Šegalo, Michael Mackert, Yu-Tao Xiang, Peiyu Wang

Research outputs 2014 to 2021

Background Health campaign interventions, particularly those tailored to the target audience’s needs and preferences, can cost-effectively change people’s attitudes and behaviors towards better health decision-making. However, there is limited research on how to best tailor seasonal influenza vaccination campaigns for young adults. Vaccination is vital in protecting young adults and their social circles (vulnerable populations like older adults) from the influenza virus and critical in shaping these emerging adults’ vaccination habits in the long run. However, amid the prevalence of easily-accessible, attention-grabbing, and often malicious false and misinformation (e.g., COVID-19 vaccine conspiracy theories), it may be more challenging to develop …

Subjective Knowledge, Perceived Risk, And Information Search When Purchasing A Franchise: A Comparative Exploration From Australia, Peter Balsarini, Claire Lambert, Maria M. Ryan, Martin Maccarthy

Research outputs 2014 to 2021

Franchising has long been a method by which organizations seek to expand and facilitate local market development. However, franchising as a growth strategy can often be hampered by lack of suitable franchisees. To mitigate this shortage, some franchisors have engaged in recruiting franchisees internally from the ranks of their employees in addition to the traditional approach of recruiting franchisees externally. Predominantly franchisees are individuals rather than corporations and thus purchasing a franchise should most commonly be characterized as a consumer acquisition. To explore the relationship between subjective knowledge, perceived risk, and information search behaviors when purchasing a franchise qualitative interviews …

Traditional Media Marketing And The Panther Marching Band, Adam James Herzog

Honors Program Theses

The Panther Marching Band is the largest student organization on campus and is an outward symbol of the University of Northern Iowa. The Panther Marching Band (PMB) recruits new students to participate throughout the year. Recruitment is necessary tool for the PMB to maintain student participation and encourage growth. This creative thesis entails the research, strategy, design, and revision of printed promotional materials for the Panther Marching Band. A successful promotional identity must address the target audience it wishes to reach and encourage interaction. Promotional handouts are an effective way to present information in a clear, succinct manner.I chose to …

Getting Connected: Exploring The Role Of Sustainability Labels In Tourism Marketing Communications, Elvira Kizilova

Graduate Theses, Dissertations, and Problem Reports (ETD)

While sustainability has become an important brand differentiator in many industries, current research suggests that tourism businesses rarely use sustainability labels in their communications, e.g., on their websites or other types of advertisements.

This dissertation examines the role of sustainability labels in increasing consumer preferences for sustainable travel destinations. Drawing on social exchange theory and anthropomorphism framework, we propose that sustainability labels increase consumer visit intentions, willingness to recommend a destination to someone else, and willingness to pay price premium for the sustainable offer. These effects are mediated by perception of goal congruence and connectedness with a destination. We further …

A Podcasting Series On Employing Podcasts As An Effective Marketing Method For Small Businesses, Sevohn Alexis Bree Hunter

Graduate Theses, Dissertations, and Problem Reports (ETD)

This time has been called the "Golden Age" of podcasting. The number of people listening to podcasts continues to grow year after year as the medium itself continues to evolve. The ability to target specific, or niche, audiences is one reason why podcasting is so attractive to consumers. This also makes podcasts useful for small businesses. Like podcasts, small businesses can target niche audiences and cater to specific needs. The purpose of this project was to investigate the benefits of podcast marketing as it pertains to the uncertainty reduction theory and to create a podcast that can serve as a …

How Many Latours Is Too Many? Measuring Brand Name Congestion In Bordeaux Wine, Christopher Buccafusco, Jonathan S. Masur, Ryan Whalen

Faculty Scholarship

Firms rely on brand names to market goods to consumers, and consumers rely on brand names to locate goods that satisfy their preferences. If multiple firms are using the same or similar names, consumers may be confused about which product to buy, and firms may not obtain the benefits of their investments in quality. Recently, both firms and scholars in a number of industries have expressed concern about brand name congestion—too many firms clustering around too few terms. This paper applies computational linguistic analysis to chateau names in the Bordeaux wine region to study the degree of brand congestion within …

Accountability Via Social And Financial Performance Of The Hospitality Sector: The Role Of Market Orientation, Soheil Kazemian, Hadrian G. Djajadikerta, Saiyydi Mat Roni, Terri Trireksani, Zuraidah Mohd-Sanusi

Research outputs 2014 to 2021

Purpose This study aims to examine the three dimensions of market orientation, namely, customer orientation, competitor orientation and inter-function coordination, which influence the accountability in the financial and social performance of tourism operators in large touristic cities. Design/methodology/approach In total, 95 usable questionnaires as the required data were collected from the top managers of four- and five-star hotels in Iran. Findings Partial least squares (PLS) results confirm that customer orientation and inter-function coordination influence both the financial and social performance of the hospitality sector yet reveal that competitor orientation has no significant relationship with social performance. Research limitations/implications These findings …

Marketing Agility: The Concept, Antecedents, And A Research Agenda, Kartik Kalaignanam, Kapil R. Tuli, Tarun Kushwaha, Leonard Lee, David T Gal

Research Collection Lee Kong Chian School Of Business

Changes in the way customers shop, accompanied by an explosion of customer touchpoints and fast-changing competitive and technological dynamics, have led to an increased emphasis on agile marketing. The objective of this article is to conceptualize and investigate the emerging concept of marketing agility. The authors synthesize the literature from marketing and allied disciplines and insights from in-depth interviews with 22 senior managers. Marketing agility is defined as the extent to which an entity rapidly iterates between making sense of the market and executing marketing decisions to adapt to the market. It is conceptualized as occurring across different organizational levels …

Crowdfunding Digital Platforms: Backer Networks And Their Impact On Project Outcomes, Yee Heng Tan, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

Crowdfunding platforms serve to connect project creators and backers. Previous research has explored several project and platform determinants that impact crowdfunding outcomes. However, there has been limited research on these determinants at an individual level. Our paper addresses how backers may influence the outcomes of projects in crowdfunding platforms. We explore several methods commonly used in the industry to identify influence and show that centrality measures through a backer affiliation network best exemplifies influence. Using data from Kickstarter, we construct a weighted backer network based on 52,678 common projects backed by 11,134 backers. Controlling for digital media mentions and project …

Fostering Music Performers In The 21st Century: A Contemporary Professional Perspective Toward A New Curricular Agenda For Graduate Study In Music, Andre Januario

Graduate Theses, Dissertations, and Problem Reports (ETD)

What if the core curriculum for graduate students in music performance were designed to prepare students to succeed in the world of the Fourth Industrial Revolution?

This dissertation offers a hypothetical answer: a structured and systematic academic curricular framework for music graduate students of performance of concert music (especially those in terminal degrees, such as doctoral students), along with music instructors, professional music performers, school administrators, and college professors, seeking to prepare such students for achieving and maintaining a music career more in keeping with the current work environment, especially those skills demanded by the Fourth Industrial Revolution and the …

Analisis Pengaruh Penerapan Kebijakan Tax Amnesty Pada Abnormal Return Saham Lq-45 Periode Tahun 2015-2019, Dellachita Rahardianne Winarto, Imo Gandakusuma

Jurnal Manajemen dan Usahawan Indonesia

The purpose of this study was to analyze the effect of Tax Amnesty Policy on differences in abnormal return of LQ-45 shares in the period 2015 to 2019. The stock price data was secondary data downloaded from adjusted closed stock price of 30 companies listed as LQ-45 in all observation period from web. The test conducted by Paired Sample t-test to see the significance of differences in abnormal returns and average abnormal returns of shares in the observation period. The results of the test above showed no difference in abnormal returns of the stocks in the period before, during and …

Pengaruh Customer Engagement Di Media Sosial Terhadap Brand Intimacy Pada Produk Fashion Lokal Indonesia, Classica Harsya Nawastha, Yeshika Alversia

Jurnal Manajemen dan Usahawan Indonesia

The fashion industry is one of the industries that is constantly expanding and Indonesia is the ninth largest contributor globally. Domestic growth of the fashion industry is supported by the campaign to love local products. Local fashion brands utilize the social media as a channel to communicate directly with their customers to develop a strong customer engagement. Therefore, it is important to know which factors influenced customer engagement, such as advice seeking, self image expression, and fashion involvement. Moreover, customer engagement also plays a role in the formation of brand intimacy. This study develops customer engagement as a second-order construct …

Apakah Social Influence Mempengaruhi Intensi Meminjam Melalui Peer To Peer Lending, Melia Agustina, Zuliani Dalimunthe

Jurnal Manajemen dan Usahawan Indonesia

This study aims to analyse the relationship between social influence and intention to borrow through peer to peer (P2P) lending platforms by including the factor of trust in platform as a moderating variable. P2P lending is a form of financial technology that facilitates transactions between borrowers (borrowers) and lenders (lenders) online. According to the technology acceptance model, one of the components that can influence a person to adopt new technology is social influence, how- ever, whether social influence is related to a person's intention to borrow through P2P lending platforms, especially in Indonesia, has not been widely discussed. This study …

Apakah Work-Life Balance Dan Komitmen Afektif Memediasi Praktik Sumber Daya Manusia Terhadap Kinerja Umk?, Putri Mega Desiana, Ramitha Janira Cindi

Jurnal Manajemen dan Usahawan Indonesia

Micro and Small Enterprises (MSEs) have an integral role in Indonesian society's growth and development, especially in the economic sector. This study aims to determine the mediating role of work-life balance and affective commitment to human resource practices and its impact on the performance of MSEs. Similar to large organizations, small organizations also implement HR practices, although they are still very simple, affecting the organization's performance. So far, work-life balance and affective commitment have been widely studied in large organizations and are considered essential in improving organizational performance. However, the role of work-life balance in improving small businesses' performance has …

Peran Mediasi Lmx Terhadap Pengaruh Organizational Climate Dan Trust Terhadap Knowledge Sharing Dalam Pengembangan Kompetensi Teknis, Karantina Marhaeni, Niken Ardiyanti

Jurnal Manajemen dan Usahawan Indonesia

The purpose of this research is to examine the influence of organizational climate, trust and leader-member exchange (LMX) on knowledge sharing, as well as the mediating role of LMX on the impact of organizational climate and trust on knowledge sharing. The research was conducted on operators and technicians as participants in the accelerated competency development program in an oil and gas refinery business. This research was an applied analytical research using an empirical approach with a mixed – method data collection technique between quantitative using a questionnaire and qualitative using an open questionnaire. Data were collected from 419 respondents or …

3-In-1 Hybrid Learning Environment, Holly Hapke, Anita Lee-Post, Tereza Dean

Marketing & Supply Chain Faculty Publications

We propose a learning innovation called 3-in-1 Hybrid environment as a solution for educational institutions to meet the challenge of balancing campus reopening against public health risks amid the COVID-19 pandemic. Our proposed innovation provides students options to attend class synchronously (either face-to-face or remote) or asynchronously (online) in an interactive learning environment that promotes emotional, behavioral, and cognitive engagement. We designed and implemented a large Marketing Management class with over 800 students as a 3-in-1 course. We examined its effectiveness in an empirical study and found that (1) students have a positive attitude toward 3-in-1 Hybrid learning; (2) they …

2020-December-22-Dr Daryl Carter Humanities Tennessee, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Dec. 22, 2020) – Dr. Daryl A. Carter of East Tennessee State University was recently elected to chair the board of directors of Humanities Tennessee after serving on the board since 2014.

Dr. Daryl A. Carter

Humanities Tennessee fosters community and civility in Tennessee through engaging programs that examine and reflect upon ideas, stories, history, arts and culture. The non-governmental organization is funded by the National Endowment for the Humanities and private donations. The …

2020-December-21-Esports Year In Review, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Dec. 21, 2020) Exactly one year ago, ETSU announced plans to enter the world of esports competition.

In the 12 months to follow, the university would host open tryout sessions for its new Overwatch and League of Legends teams.  Renovations for a new esports arena and a 32-foot video display wall would be completed.  A new head coach would be hired.  The team jerseys would be unveiled.

And one team would earn a spot in the playoff competitions during its first season.

“There are many moments from the past year that stand out…moments that made all of …

2020-December-18-Appalachian Teaching Project, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Dec. 18, 2020) – The Appalachian Teaching Project (ATP), an applied research academic program training college and graduate students to design community-based economic development initiatives across the Appalachian region, celebrated its 20^th anniversary this year.

Supported by Appalachian Regional Commission (ARC) and organized by the Center of Excellence for Appalachian Studies and Services (CASS) at East Tennessee State University, participating schools offer a directed seminar guiding students in developing and executing field-based research projects specific to the needs of their surrounding communities and in alignment with ARC’s investment priorities. Students receive college credit for participating in ATP. …