Marketing Commons^™

An Exploration Of Rural Small Business Owners Experience With Internet Marketing, Veronica Monique Triplett

Doctoral Dissertations and Projects

This qualitative case study explored how rural small business owners make decisions about using internet marketing as a strategy. To understand the small business owner’s experiences, this study uncovered relevant factors influencing the business owner’s during the decision-making process. The general problem to be addressed is the lack of internet marketing used by small business owners. The project focused on rural small business owners in Sumter and Marengo counties in Alabama, to gain their perspective on internet marketing, the impact that a failure to use internet marketing have on their businesses, and the specific factors that influence them not to …

2020 November, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2020.

5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui

Research Collection Lee Kong Chian School Of Business

Covid-19 pandemic’s economic impact put pressure on marketing budgets. Brands are more careful when deciding how they spend the funds on digital marketing, including influencer strategy. The blog offers tips on how to tap on influencers to create brand awareness and generate business leads and conversions.

Restrict, Clean And Protect: Signaling Consumer Safety During The Pandemic And Beyond, Liliana L. Bove, Sabine Benoit

Research Collection Lee Kong Chian School Of Business

Purpose: Since the outbreak of the COVID-19 pandemic, customers fear for their health when interacting with service providers. To mitigate this fear service providers are using safety signals directed to consumers and other stakeholders who make organizational assessments. The purpose of this article is to synthesize the range of safety signals in a framework that integrates signaling theory with servicescape elements so as to provide guidance for service providers to assist in their recovery. Design/methodology/approach: The authors extracted examples of how service providers signal safety to their consumers that the risk of infection is low in exchanging with their service. …

Understanding Brand Image From Consumer-Generated Hashtags, Keeyeon Ki-Cheon Park, Hye-Jin Kim

Asia Marketing Journal

Social media has emerged as a major hub of engagement between brands and consumers in recent years, and allows user-generated content to serve as a powerful means of encouraging communication between the sides. However, it is challenging to negotiate user-generated content owing to its lack of structure and the enormous amount generated. This study focuses on the hashtag, a metadata tag that reflects customers’ brand perception through social media platforms. Online users share their knowledge and impressions using a wide variety of hashtags. We examine hashtags that co-occur with particular branded hashtags on the social media platform, Instagram, to derive …

2020-October-31-Inaugural Head Coach Named.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (October 31, 2020) Jeffrey Shell has been appointed head coach of the ETSU Esports Varsity Team.  He is the first person to hold this new position.

Shell has served as interim head coach since November 2019 when East Tennessee State University announced plans to launch its first esports varsity team.  During his tenure he organized and led seven open tryout events for high school and college students and was instrumental in recruiting the 22 athletes who are now competing in Overwatch and League of Legends.  He has developed a training plan and practice schedule for the inaugural …

Impact Of Negative Word Of Mouth On Firm Value, Jaihyun Jeon, Byung-Do Kim, Junhee Seok

Asia Marketing Journal

With the development of information and communication technology and spread of smart devices, online information exchange has become a daily routine. Accordingly, the management and utilization of online word of mouth (WOM) has become an important issue for companies. Numerous studies have examined the impact of online WOM on firm performance. This study analyzes the impact of negative word of mouth (NWOM) on firm value, considering the influence of corporate social responsibility (CSR) activity and research and development (R&D) investment. Using a hierarchical linear model, we find that 1) NWOM has a negative impact on firm value, 2) CSR activities …

Effect Of Cause-Related Marketing In The Chinese Market: Moderating Effects Of Product Type And Regional Characteristics, Haejin Seo, Tae Ho Song, Wang Li

Asia Marketing Journal

Although companies perform societal marketing activities across different cultural regions, previous research was predominantly centered on a specific cultural region-the West. To address this limitation in the literature, the current research examines societal marketing in the Chinese market considering cultural characteristics. China has become the largest market in the world with great potential growth for its vast consumer base. Since there is heterogeneity among regions in China, it is imperative to divide China into several markets for better understanding. Thus, this study investigates different responses of Chinese regional (coastal vs. inland) consumers toward Cause-related Marketing (CM). Our findings reveal that …

Marketing Knowledge Management And Innovation Performance: Examining The Moderating Role Of Business Environmental Volatility, Yinnan Li, Jongsung Kim, Young Woo Lee

Asia Marketing Journal

This study empirically examines the link between marketing knowledge management and innovation performance focusing on the moderating role of business environmental volatility. We define marketing knowledge management as the integration of knowledge generation, knowledge dissemination and knowledge storage. Using a unique data set that consists of 439 employees at 156 firms in China, we find that knowledge dissemination and knowledge storage have a positive effect on innovation performance. Also found is the negative moderating effect of business environmental volatility on innovation performance. Our findings suggest that firms should strengthen their marketing knowledge management to improve innovation performance and stay flexible …

How Can Customer Experience On Cdj Be Shaped?: Can Rose Be Tamed?, Sang Mi Lee, Sang Man Han

Asia Marketing Journal

With the development of Information Technology, customers require promptly higher quality products and services. Companies try to make newly digital marketing strategies, but there are no empirical researches on them. This article empirically presents a new perspective that companies can shape the customer decision journey ahead by coordinating customer experience. In this article, based on Elaborated Likelihood Model (ELM) theory, customer experience consists of the emotional or cognitive experience. We surveyed about 200 subjects (N = 217) in their 20s and 30s based on the International Music Industry Association"s Music Listening 2019 report, then analyzed four different models (before personalization-cognitive …

Asia Marketing Journal Vol.22 No.3 목차

Asia Marketing Journal

No abstract provided.

2020-October-30-Enjoy Retirement.Pdf, 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 October.  Thank you for your service!

Constance Marie Alexander – Office Coordinator, College of Arts and Sciences Dean’s Office

Gordon K. Anderson – Dean, College of Arts and Sciences

Kirk A. Babcock – Custodian, Custodial Services

Sandra K. Benincasa – Coordinator, Allied Health Sciences

Carolyn A. Bond – Library Assistant, Library Administration

Sarah E. Brennan – Operations Manager, Family Medicine

Delores A. Britt – Custodian, Custodial Services

Margaret S. Carr – Office Coordinator, Clemmer College Dean’s Office

Cathy Ann Carty – Custodian, Custodial Services

Robert …

2020-October-30-Going Places.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Dr. Alicia R. Billington is an assistant professor in the Department of Surgery. The plastic and reconstructive surgeon completed her residency at the University of South Florida, where she earned her M.D. and Ph.D. in engineering.

Susan H. Cook is an early interventionist in the Expanding Horizons Program within the Center of Excellence in Early Childhood Learning and Development. Before coming to ETSU, she was a parent educator in the Parents as Teachers Program of the Early Childhood Alliance in Fort Wayne, Indiana. She holds a B.S. in psychology/human relations from Milligan University.

Megan Eads is a simulation lab technician …

2020-October-30-Women On Wednesdays.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 30, 2020) – The method by which children learn to share and manage their emotions plays an instrumental role in their mental health as adults. Knowing how children learn about emotions and what they need to learn in order to recognize, understand and respond to the emotions of self and others can help adults understand this better.

Dr. Rachel Miller-Slough will address this topic in “Emotion Socialization: Implications for Youth Psychosocial Adjustment,” a talk in the “Women on Wednesdays” series sponsored by East Tennessee State University’s Women’s Studies Program. This free public talk will be given on …

2020-October-30-New Etsu Chief Of Police.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Oct. 30, 2020) East Tennessee State University has named Cesar Gracia as chief of police and director of Public Safety.  He assumes this new role on Nov.9.

For the past five years, Gracia has served as dean of campus safety and chief of police at Lincoln Memorial University (LMU) in Harrogate where he provided leadership, direction and management for the police and security department and its programs, services and activities.  In 2019, the university was ranked the No. 1 safest campus out of 500 colleges and universities in the nation by the National Council for Home Safety …

2020-October-29-Etsu Hosts Drug Take Back Events.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 29, 2020) – Misused controlled prescription drugs are considered a critical public safety and public health issue by the Drug Enforcement Agency (DEA). That’s why East Tennessee State University Bill Gatton College of Pharmacy participated in the DEA’s National Prescription Drug Take Back Day on Saturday, Oct. 24, helping remove over 730 pounds of unused prescription drugs from the region’s homes, providing an opportunity for Americans to prevent drug addiction and overdose deaths.

The event is typically held twice a year, though the spring event was canceled due to COVID-19.

In partnership with law enforcement, the college …

2020-October-29-Etsu Health Opens Covid-19 Collection Site With Results Delivered Within 24 Hours.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 29, 2020)  – In a continuing effort to limit the spread of COVID-19 in the Appalachian Highlands, ETSU Health has opened the region’s first COVID-19 community collection site that delivers molecular PCR test results to both symptomatic and asymptomatic patients within 24 hours.

Testing is available for adults and children, by appointment only, at the ETSU Health COVID-19 Community Collection Site, located at 2151 Century Lane (within the Johnson City Community Health Center, behind Woodridge Hospital). Anyone who wishes to receive a test can log on to an online portal at www.etsuhealth.org to schedule an appointment. Once …

2020-October-29-Etsu Hosts Drug Take Back Events, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 29, 2020) – Misused controlled prescription drugs are considered acritical public safety and public health issue by the Drug Enforcement Agency (DEA). That’s why East Tennessee State University Bill Gatton College of Pharmacyparticipated in the DEA’s National Prescription Drug Take Back Day on Saturday, Oct. 24, helping remove over 730 pounds of unused prescription drugs from the region’s homes, providing an opportunity for Americans to prevent drug addiction and overdose deaths. 

The event is typically held twice a year, though the spring event was canceled due to COVID-19.

In partnership with law enforcement, the college set up …

2020-October-29-Friday Concerts Continue.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 29, 2020) – The Friday Concerts on the Plaza series featuring the Marching Bucs of East Tennessee State University continues for the next four Fridays at Borchuck Plaza outside the Charles C. Sherrod Library.

For these free public mini-concerts, which begin at 3:30 p.m., the Marching Bucs are divided into Blue and Gold pep bands that have been alternating performances this fall with the Colorguard, Majorettes and smaller instrumental ensembles.

A program of Motown favorites, including Michael Jackson’s “Thriller” to celebrate Halloween, will be presented by the Gold Band on Oct. 30. “Songs of Joy” will be …

2020-October-29-Graduate And Continuing Studies.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 29, 2020) – Strengthening and improving academic programming for adult students at all levels is a primary goal of the new College of Graduate and Continuing Studies at East Tennessee State University.

The college formed during the summer of 2020 through merging the existing School of Graduate Studies and School of Continuing Studies and Academic Outreach. Following the retirement of Dr. Rick Osborn, longtime dean of Continuing Studies and Academic Outreach, university officials decided on this new direction to maximize academic and fiscal efficiencies and to best align with the university’s mission.

Dr. Sharon James McGee, formerly …