Marketing Commons^™

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 …

Stock Market Volatility And Business Cycle: Exploring Cross-Country Spillovers, Nufazil Altaf

DLSU Business & Economics Review

This study explores the impact of the financial crisis on the relationship between stock market volatility and the business cycle. In addition, the possible spillover effects within a cross-country framework are also examined. The study is based on secondary macroeconomic data of monthly frequency for the time period of 1991:01 to 2012:12. Bivariate and multivariate causality techniques are used to arrive at results. Results of the study provide fresh evidence for the existence of strong bidirectional causality between stock market volatility and the business cycle for all sample countries. In fact, this bidirectional causality was found to be strong when …

Winning The War On Poverty: Tracking Living Standards In The Philippines Using A Class Of Axiomatic Indices, John Paolo R. Rivera

DLSU Business & Economics Review

Poverty has persistently badgered the Philippines and alleviating it has been the fundamental thrust of government. However, this was hampered by the recent pandemic resulting in economic contraction plunging many Filipino households into poverty and widening inequality. Bootstrapping the economy is needed to fast-track recovery through resumption of innovative reforms vital to pursue a higher growth path that will accelerate poverty reduction. To do this, it is necessary to understand where the Philippines stands, using household data. Without updated measures and well-informed national and regional profiles on living standards, poverty reduction is bleak, as programs to facilitate it remain to …

Does The Organizer’S Reputation Affect Exhibitors’ Satisfaction?, Luz Suplico, Reynaldo Bautista Jr., Carlo Saavedra

DLSU Business & Economics Review

This research surveyed 229 exhibitors of the Manila FAME Trade Fair held last October 19–21, 2018, in the Philippines to find out if the trade fair organizer’s reputation was significant to exhibitors’ satisfaction. The other variable that was studied to determine if they affected exhibitors’ satisfaction was the quality of service dimensions of booth design and layout, exhibition logistics, venue services, and show management. The quality of these service dimensions was tested using structural equation modeling to determine if there is a relationship between the quality of the service dimensions and the trade fair organizer’s reputation, exhibitors’ satisfaction, and behavioral …

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 …

The Relationship Between Organizations' Response To Customer Complaints, Customer Trust, And Loyalty, Abimbola Ajibola

All Graduate Theses, Dissertations, and Other Capstone Projects

The purpose of this quantitative study was to examine the relationship between organizations’ responses to customer complaints and their effects on customer loyalty and trust. Four hypotheses were established for this study to help us gain a greater understanding of the dynamics of the responses to customer complaints and their relationship with trust and loyalty. Five independent variables (apology, timeliness, explanation, compensation, and dialogue/active listening) and two dependent variables (trust and brand loyalty) were used to test the hypotheses. An online survey was conducted through Qualtrics and data were collected from participants who were students at a Midwestern University. Facebook …

A Review Of Two Decades Of Research On Language In International And Multicultural Marketing (1997 – 2020) – Supplemental Material, Yung-Hwal Park, Kevin Lehnert

Other Faculty Publications

This comprehensive review piece investigates over two decades of research, reflecting on the crucial role of language in international marketing success. In coding and summarizing 181 articles, this work highlights how language has impacted international-marketing-related outcomes across 19 specific content areas. Those content areas are then grouped into seven broad research themes relating to language: Marketing Communications; Linguistics; Branding; Consumer Behavior; Servicescape and Retailing; Internationalization, Supply Chain and Sales; Bilingualism. We synthesize these themes and the common outcomes of the research. From these themes we highlight challenges to the field and explore future research in language in international marketing.

2021-January-01-New Emergency Management Leader, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Jeffery Blanton, who has served in various leadership roles for the Federal Bureau of Investigation (FBI), has joined East Tennessee State University as Assistant Vice President for Administration and Director of Emergency Management.

Blanton has more than 30 years of law enforcement experience at the local and federal levels.  Most recently, he was the supervisory senior resident agent for the Johnson City office of the Knoxville Division of the FBI where he led a team of 30 agents, task force members and support staff and was responsible for all FBI investigations in upper East Tennessee.

“This is …

Hospitality Brands: What Do Consumers Want?, Faizan Ali, Seden Dogan, Gozde Turktarhan, Cihan Cobanoglu

University of South Florida (USF) M3 Publishing

Hospitality means more than being hospitable. It deals with emotions, trust, and interactions. It means being friendly and helpful, welcoming, and considerate, understanding needs and expectations, responding in quick and respectful ways. As an industry, hospitality is based on a human-centered philosophy, influenced by religions and cultural traditions.

Over the last few decades, the global hospitality industry has grown by leaps with more than 1000 hotel brands. This means travelers have several options to choose from. Hoteliers need to reach out to them in different ways. Hospitality industry offers tangible and intangibles to develop experiences. Therefore, building a consistent identity …

Hacking The Pandemic: Launching Third Space Into Cyberspace, Brittany Bowser

STEMPS Faculty Publications

The article discusses importance of the school library as a third space for learning. Topics discussed include need for school library's third space to expand into cyberspace; focus to promote awareness of school librarianship; and need for school librarians to prioritize marketing themselves and their instruction.

The Future Of Fashion: Corporate Social Responsibility And Essential Marketing Strategies, Taite Jorgensen

CMC Senior Theses

This paper analyzes how fast fashion has impacted future trends of the fashion industry. Due to globalization, the fast fashion industry has been able to create new norms of over-consumerism and international labor. Because of this, the fast fashion industry is able to mass produce in a way consumers have never seen before, in addition to making it all at extremely low prices. However, fast fashion brands are only able to mass produce cheap goods through unethical methodologies; these methodologies include unsustainable materials and practices, inhuman labor conditions and wages, and by making sizes that exclude bigger bodies. Consumers are …

The Conundrums Of Happiness And Subjective Well-Being: Views From Brazil, Nikhilesh Dholakia, Deniz Atik

Marketing Faculty Publications

No abstract provided.

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 …

The Role Of Emotions In Consumer Behavior, Aysu Senyuz

Electronic Theses and Dissertations, 2020-2023

Feelings and thoughts are inseparable in decision making process. As social beings, individuals frequently integrate their emotions in relation to other people in their consumption choices. In my two dissertation essays, I seek to examine the role of emotions on consumption decisions. In the first essay, I explore the impact of self-transcendent emotion of awe on preferences for limited edition products. Findings across seven studies indicate that awe-eliciting appeals commonly used in the promotion of limited edition products decrease consumer preferences towards those products. This effect is due to reduced feelings of connection for individuals feeling awe in response to …

Tracking School-To-Work Transition Among The Youth In The Philippines, Futoshi Yamauchi, Marites Tiongco

DLSU Business & Economics Review

This paper examines wage variations and turnovers using a unique tracking survey data of Filipino youth who were initially sampled at Grade 6. The analysis also uses mathematics and English test scores at Grade 6 to proxy for cognitive abilities. The empirical results show that returns to education and ability increase with labor market experience and occupational upgrading. The study highlights the importance of academic achievements, measured by both years of schooling completed and academic test scores, in upgrading occupations of youth to realize higher returns in the labor market, even though many youths often start with irregular and undesirable …

How To Not Disappear Completely: Using Video-Based Discussions To Enhance Student Social Presence In An Online Course, Alexander Milovic, Rebecca Dingus

Marketing Faculty Research and Publications

This paper proposes a video-based discussion learning exercise to consider in addition to the traditional online discussion board format. While the traditional written interaction between students in an online classroom is beneficial, the mass adoption of video technology, along with limitations associated with online discussion boards, led to the development of a new way to facilitate group communication using video communication technology. Utilizing the theory of social presence, we demonstrate the effectiveness of this video discussion format, allowing students to virtually "get to know" each other and collaborate in an environment that more closely resembles a traditional face-to-face classroom experience. …

2021-Uh Alum Beka Owen Placed 2nd In Naia 5k Championship, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to our UH Class of 2018 Alum, Beka Owen, who placed 2nd in the NAIA 5k Championship! So proud of our Bucs!

2021-January-01-Taylor Maupin, University Marketing And Communication, East Tennessee State University

ETSU News

Taylor Maupin, a senior from Johnson City, is pursuing a bachelor of business administration degree with a concentration in fashion merchandising. She is slated to graduate in December 2021 and plans to stay at ETSU to earn her master’s degree in digital marketing before entering a career in fashion publishing. Maupin, who enjoys writing and research and is currently president of the Undergraduate Research and Scholars Association, enjoyed combining her interest in beauty and makeup with her love of history to participate in the 2019 Southern Conference Undergraduate Research Forum, where she presented on “Ancient Egyptian Beautification Practices: Production, Application, …

2021-January-01-Etsus 40 Under Forty Honorees, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to three members of the ETSU community who were recently honored by The Business Journal of the Tri-Cities in the 28th annual “40 Under Forty” issue.

The ETSU honorees include (pictured from left): 

Whitney Goetz, Executive Director of ETSU’s National Alumni Association

Dr. Brooklyn Nelson, Clinical Assistant Professor, Department of Pharmacy Practice, Bill Gatton College of Pharmacy

Adam Rosenbalm, a student in ETSU’s Roan Scholars Program

Click here to read more and see the complete list of honorees from across the Tri-Cities. 

2021-Cox Scholarship Recipients, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Two student pharmacists at Gatton College of Pharmacy have earned the Mitch and Barbara Cox Pharmacy Scholarship, one of the college’s most prestigious awards. The scholarships provide $10,000 to each student and includes mentoring with the scholarship founders, Mitch and Barbara Cox.
Mitch, who has managed a successful business for more than 40 years, and Barbara, who is a former biology teacher, have supported the college since its founding and in recent years created the scholarship.

This year, recipients of the Cox Scholarship are Jonathan Holan (’23), of Morristown, and Tabitha Sineath (’24), of Spring, Texas.

“The scholarship is a …