Marketing Commons^™

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 …

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.

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 …

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-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-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-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-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 …

Almost Home Humane Society: From Creating A Marketing Tool To Adopting A Dog, Jan Alyssa Gayle Agaton

Purdue Journal of Service-Learning and International Engagement

This article will consist of a reflection upon my community engagement experience with Almost Home Humane Society. For the Multimedia Writing course offered at Purdue, I chose to single-handedly take on a project in which I created a magazine to be individually mailed to past donors, serving as personalized appreciation for their help, as well as a request for future donations in an entertaining format. I personally pitched the idea to Almost Home Humane Society’s marketing manager, Justin Henry, and I worked alongside him to gather the information necessary to make the magazine successful and visually appealing to the target …

2020-October-28-In The Playoffs.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Oct. 28, 2020) Following its first season of competition, the ETSU Esports Varsity Team has earned a spot in the Overwatch Fall Cup Playoffs hosted by the National Association of Collegiate Esports (NACE).

East Tennessee State University’s team rounded out its inaugural season 8-1 and finished second place in its group.  NACE will announce the playoff brackets toward the end of this week.  ETSU will begin the playoffs Monday evening at 8 p.m.  The tournament games will be broadcast on Twitch and in the esports arena within the D.P. Culp Student Center.

“We are extremely proud of …

2020-October-26-Wrc Book Review.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 26, 2020) – Linda Good will lead discussion on “The Woman’s Hour” by Elaine Weiss in a meeting of the East Tennessee State University Women’s Book Club on Wednesday, Oct. 28.

Linda Good

This meeting will begin at noon via Zoom (meeting ID 955 7814 3294). The Women’s Book Club is sponsored by the ETSU Women’s Resource Center and meets once a month during the fall and spring semesters. The club provides a safe, inviting space for …

2020-October-26-Army Rotc National Hall Of Fame.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 26, 2020) – Retired Maj. Gen. Gary Harrell became the fourth alumnus of East Tennessee State University’s Army ROTC Program inducted into Cadet Command’s Hall of Fame during a special ceremony recognizing his extraordinary military career.

Before earning his Green Beret and commanding special operation Delta Force in Somalia later chronicled in the book and film “Black Hawk Down,” Maj. Gen. Harrell was a student at ETSU and member of the Grantland Rice Bowl Championship football team in 1969.

Harrell is one of 22 National Hall of Fame inductees for 2020 selected by Cadet Command. These former …

2020-October-26-Etsu Now Offering Master Of Health Administration.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 26, 2020) – East Tennessee State University’s College of Public Health is now offering a Master of Health Administration (MHA), expanding opportunities for current health care professionals, as well as individuals without previous experience in health care.

The MHA prepares professionals to plan, direct and coordinate the business activities of health care providers. ETSU’s MHA has four areas of focus: finance; quality; policy and regulation; and people and partnerships.

The new program, which has two tracks, is designed to be convenient and accessible to students from different educational and professional backgrounds.

The first track is for current …

2020-October-26-Dr Wilsie Bishop To Retire After -Year Career At Etsu.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

(Oct. 26, 2020) Dr. Wilsie Bishop, Senior Vice President for Academics and Interim Provost, announced that she will retire on June 30, 2021, after a 43-year career at East Tennessee State University.

Bishop came to ETSU as a temporary faculty member in the College of Nursing in 1978. Since that time, she earned tenure and progressed through the faculty ranks, serving in administrative roles including department chair, dean, and assistant/associate vice president prior to becoming a vice president in 2005. While serving in various administrative roles, she has continued to be a classroom teacher as well as a mentor for …