Marketing Commons^™

2021-Air Force Veteran Krystal Chavez Plans To Serve Military With Pharmd, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Krystal Chavez, from Greenville, Ohio. She earned her Bachelor of Science in Pharmaceutical Sciences from the University of Toledo, majoring in pharmacology and toxicology with a chemistry minor. She served in the U.S. Air Force, Airman first class, as an F-16 Avionics Technician for three years.

Describe your experience in the military:

KC: It was a lot of hard work, but I had a lot of fun being a maintainer. I was given the nickname Smiley because I still had a smile on my face even when I was covered in sweat, grease, and jet fuel. I learned …

How Communications That Portray Unhealthy Food Consumption Reduce Food Intake Among Dieters, Mia M. Birau, Diogo Hildebrand, Carolina O.C. Werle

Publications and Research

Both regulatory agencies and nonprofit organizations seek to understand how different tactics and appeals contained in food and public health advertisements might influence the food intake of an increasingly dieting-concerned population. This article addresses this important issue by examining how consumers who are concerned with their diets react to rich images of unhealthy food consumption. Results of two experiments show that exposure to food advertisements containing unhealthy food consumption imagery reduces food intake among consumers chronically concerned with dieting, whereas a third experiment shows a similar decrease in intended consumption when a public health advertisement portrays the consumption of unhealthy …

An Analysis Of How The Goodyear Rubber And Tire Company Should Navigate The Covid-19 Pandemic, Nicholas Zubek, Alexander Morgan, Alyson Pekkola, Kayla Jancewicz, Thomas Rovnak Iii

Williams Honors College, Honors Research Projects

The COVID-19 pandemic has affected the world in an unprecedented way with many countries being forced to shut down all non-essential businesses. A majority of people were laid-off or forced to work from home while the state mandated quarantine regulations. Due to fewer people and employees commuting on the roads, tire usage has decreased drastically. Companies, like The Goodyear Tire and Rubber Company, depend on high transportation and automobile usage and thus have been heavily impacted. In the nine months since 2020 began, Goodyear has reported sales of $2.367 billion dollars lower than their sales in 2019, which mostly came …

The Value Relevance Of Retail Strategy, Kexin Xiang

Electronic Theses and Dissertations

All three essays of this dissertation are under the umbrella of retail management and study the phenomenon of retail management from the following perspectives: retailers’ multichannel strategy, retailers’ store operation management, and retailers’ securities lawsuits likelihood. Specifically, the first essay studies the effect of a channel integration strategy called buy-online-and-pick-up-in-store on retailers’ stock value. The second essay studies the relationship between a retailer’s top management team (TMT) confidence and the store overexpansion. The third essay studies how TMT confidence is associated with securities class action (SCA) litigation. Essays 1 and 2 focus on retailers’ channel decision whereas Essays 2 and …

Bridging The Gap Between Customer Value And Firm Performance: Strategic Implications Of Social Media Marketing Relationships, Manisha Mathur

AMTP Proceedings 2021

No abstract provided.

As (Un)Real As It Gets – Exploring The Persuasiveness Of Advertising Posts By Virtual Influencers, Sphurti Sewak

AMTP Proceedings 2021

No abstract provided.

Wine Consumer Culture Positioning: Case Of The Global Success Of Yellow Tail And Casillero Del Diablo, Samit Chakravorti

AMTP Proceedings 2021

This paper qualitatively discusses through the lens of consumer cultural positioning literature the global success of two wine brands: Yellow Tail of Casella Wines of Australia and Casillero del Diablo of Concha Y Toro of Chile. These two brands have made meaningful gains in many markets across the globe despite the high fragmentation in the world of wine and have mad themselves stand out as icons of “global” brands in the wine world. Analysis of secondary data reveals that the marketing actions of the two brands align with findings from branding literature. Both brands identified different but meaningful consumer cultural …

Engaging With Customers On Social Media: Insights From Business-To-Business Companies, Emory Serviss

AMTP Proceedings 2021

Social media are an important part of a company’s ability to directly engage with customers. However, the lack of an established definition of engagement creates challenges for scholars and practitioners attempting to assess return on investment derived from social media marketing. In addition, limited scholarly literature exists regarding how B2B customers specifically react to social media. To enhance understanding of how a B2B company’s social media activity affects customer engagement, this manuscript will examine social media utilization and customer response.

B2b Social Media Marketing: A Content Analysis Of The Role Of Scope On Firm Performance, Nicole Beachum, Marianne Loes, Stacy Wellborn, Catherine Hessick

AMTP Proceedings 2021

Both in the literature and in practice, social media marketing is encouraged for organizations looking to build and maintain relationships with their target markets. However, there is a need to better understand the value of social media marketing specifically for B2B organizations. A review of the literature finds that social network theory, social capital theory, and resource advantage theory offer support for the use of social media marketing to ultimately improve firm performance. This paper leverages text mining and content analysis methodologies to examine the relationship of B2B social media use (in terms of frequency of posts and platforms) and …

Using Fomo To Promote Sports Events: Exploring Technology Usage And Involvement Effects, Julia E. Blose Dr., Rhonda W. Mack, Robert Pitts, Y. Xie

AMTP Proceedings 2021

No abstract provided.

The Youtube - Savoring Model: Youtube As A Means Of Increasing Savoring For An Upcoming Consumption Experience, Marc P. Dupont

AMTP Proceedings 2021

YouTube started primarily as a means of entertainment. However, in recent years it has become a platform for both information-seeking and information-giving behaviors. Using the consumption, participation, and production framework for user generated media, YouTube is examined as a platform to influence an individual’s savoring and remembered enjoyment of a consumption experience. This study proposes a model for utilizing YouTube as a means of increasing savoring for an upcoming consumption experience through elaborative processing, minimizing distractions, and encouraging remembered enjoyment.

Consumer Perceptions Of Podcast Advertising: Theater Of The Mind And Story Selling, M. Olguta (Olga) Vilceanu, Kristine Johnson, Alexis Burns

AMTP Proceedings 2021

COVID-19 has changed the ways in which people manage education, work, and entertainment. This study sought to identify the types of attitudes and behaviors which promote mutually rewarding connections between podcasts, audiences, and advertisers. Survey results underlined the utmost importance for the podcast advertising industry to connect and engage listeners, in order for the overall billion-dollar ad buys to have the desired effect. About two-thirds of the participants listen to 6 or more shows during an average week and prefer live-narrated ads where podcast hosts banter and tell convincing stories about their experiences with advertised products. Key findings indicate that …

Less Talking, More Empathy: How To Use Emojis To Help People Feel Good, Farhana Nusrat, Yanliu Huang

AMTP Proceedings 2021

Text therapy is an affordable and convenient form of counselling that allows clients to text with a Therapist. It is quite common for therapists to use emojis while talking to their clients via texts. In this study, we examine how use of emojis in the context of text therapy impacts clients’ overall counselling experience. In two studies, we show that using emojis with concise messages (vs. long messages) lead to greater clients’ overall satisfaction, higher willingness to pay, and increased positive word of mouth.

Turn The Other Cheek Or An Eye For Eye: Exploring Brand-To-Brand Dialogue On Social Media, Veronica Thomas, Kendra Fowler

AMTP Proceedings 2021

While popular press articles frequently highlight humorous, snarky exchanges between brands on social media, academically, this behavior is relatively unexplored. As consumers’ perceptions of the use of humor in brand-to-brand dialogue may have meaningful managerial and theoretical implications, this research examines consumers’ perceptions of brands that engage in dialogue with one another on social media. To understand the dyadic relationship between two brands who engage with one another on social media, we explore two different types of humorous comments (low aggression and high aggression) and how the type of humor employed affects consumers’ perceptions of both the brand initiating the …

Adapting To Slow-Moving Crises: The Personal Protection Equipment Supply Chain In The Time Of Covid19, Jennifer Shullih, Stephen Lemay

AMTP Proceedings 2021

In this paper, we look at the supply chain for PPE during the COVID-19 pandemic of 2020. We look at the way the supply chain has responded to the pandemic, the coordination of the supply chain relative to the needs of primary users, and the consequences of its use. We find that the supply chain has continued to function more as a commercial supply chain than as an emergency supply chain largely because of a lack of centralized coordination. We include an analysis of existing concepts as they apply to this supply chain, but also incorporate preliminary results from a …

Post-Pandemic Impulse Buying Behavior: Exploring The Antecedents Of Impulsive Buying Across Product Categories During Post Covid-19 Era In The China, Pei Wang, Sindy Chapa

AMTP Proceedings 2021

Due to COVID-19 pandemic, online purchases have become the new normal. Based on the S-O-R framework, this study proposed a model to understand consumers’ impulsive shopping behavior during post COVID-19 era in China. This study investigated the antecedents of impulsive purchase behavior, while exploring the product categories most likely to be consumed because of the pandemic. An online survey was employed using a convenience national sample frame in China. A total sample of 322 was used to test the proposed model, hypotheses and answer the research questions. Theoretically, the study provides an alternative model that explains the role of website …

Are Virtual Assistants Effective In Generating Customer-Firm Engagement? The Role Of Social Media As A Component Of Marketing Strategies., Neda Mossaei

AMTP Proceedings 2021

ABSTRACT

This paper examines the effects of utilizing voice assistants in addition to integrating social media in firms’ communication strategies. Many consumers are increasingly using voice assistants to communicate with companies. At the same time, the Covid-19 pandemic has impacted the way customers are interacting with companies due to social distancing, stay-at-home orders, and mental overload during this unprecedented time. Firms that provide consumers with easier ways of communication, such as utilizing a voice assistant in customer service, could benefit from higher consumer engagement. The cognitive load theory is proposed to explore its applicability in assessing whether less mental effort …

Uncertainty And Risk Are Multidimensional: Lessons From The Covid-19 Pandemic, David Stewart

Marketing & Business Law Faculty Works

No abstract provided.

Future Proof And Real-World Ready: The Role Of Live Project-Based Learning In Students’ Skill Development, Andrew J. Rohm, Matthew Stefl, Noriko Ward

Marketing & Business Law Faculty Works

The rapid pace of technological change taking place today makes it even more important for marketing educators to incorporate relevant technical and higher level meta-skills in their digital marketing courses. We review the pedagogical literature on skill development and project-based learning and detail two live course projects designed to help students develop technical skills related to digital marketing in addition to important meta-skills involving creativity, critical thinking, collaboration, and communication. We evaluate the impact of the projects through a direct and indirect assessment process. Findings suggest that live project–based learning can support the development of the technical and meta-skills necessary …

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 …