Marketing Commons^™

Age-Specific Posting: Tailoring Social Media Post To Audience Age, Owen Bridges

Undergraduate Research Journal

With social media becoming the best way to get the word out about something, advertisers have been trying to break the code on how to market their products successfully. The hard part about social media marketing is figuring out what the target audience is for said product. In this study, women’s fashion brands are examined to see if big companies are taking advantage of age targeting through their social media posts. After doing some research, a study like this couldn’t be found. The hypothesis for this study was that each brand would tailor all of their posts towards different social …

2020-August-01-New Chairs And Interim Chairs, University Marketing And Communication, East Tennessee State University

ETSU News

Even amidst a pandemic, a flurry of academic activity continues at East Tennessee State University as several departments across campus have welcomed new chair or interim chair positions:

College of Arts and Sciences

Dr. Daniel Westover, Chair, Department of Literature and Language

College of Business and Technology

Dr. Joel Faidley, Interim Chair, Department of Accountancy

Maj. Ken Monas, Chair, Department of Military Science

Dr. Taylor Stevenson, Interim Chair, Department of Economics and Finance

Clemmer College

Dr. Jill Channing, Interim Chair, Department of Educational Leadership and Policy Analysis

College of Clinical and Rehabilitative Health Sciences

Dr. Bess Sirmon-Taylor, Chair, Department of …

2020-August-01-Wellbeing Initiative Inspires Competition At Gatton College Of Pharmacy, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – While there won’t be any flying Quidditch tournaments anytime soon, a new student wellbeing program at East Tennessee State University Bill Gatton College of Pharmacy is inspired by the competitive house model from Harry Potter and designed to help students soar to new heights throughout their pharmacy career.

The Gatton Wellbeing Program was created to foster mentorship, student leadership and personal growth through a friendly year-long tournament and is one of the first—if not the first—college of pharmacy program of its kind in the world, modeled on the highly successful “learning community” model pioneered by the Vanderbilt …

The Short And Long-Term Effectiveness Of Online Sales Promotion Type And Fit In Hotels, Esra Topcuoglu

UNLV Theses, Dissertations, Professional Papers, and Capstones

Sales promotion is an important component of the marketing mix and is used by marketers to communicate the company brand and products with their target consumers. Hospitality marketers adopt different sales promotion techniques for satisfying different organizational and customer needs including managing room inventory, boosting sales, differentiating the company brands, and making the consumer decision making process easier. The main focus of this research is to understand the effectiveness of different online hotel sales promotions. The specific purpose of this study is to investigate the short and long-term effects of online hotel sales promotion type (SP type) and sales promotion …

An Examination Of The Role Of Online Reviews For Niche Restaurant Segments: Casino Buffet Restaurants, Tevfik Demirciftci

UNLV Theses, Dissertations, Professional Papers, and Capstones

This dissertation applied hygiene factor (two-factor theory) and rational choice theory to investigate the factors which influence satisfaction for iconic, niche casino buffet restaurants, determine if the factors that impact satisfaction also impact WTP in the same direction and with the same weight, and examine the relationship between those items mentioned in online reviews and WTP in a buffet setting. Two studies were conducted to discover the key attributes of the casino buffet restaurant. In the first study, a qualitative-text analysis-was made to discover satisfiers and dissatisfiers for casino buffet restaurants. In the second study, a quantitative analysis -conjoint analysis-was …

How Youtube Health Vloggers Influence Viewer Compliance: The Interplay Between Vlogger Characteristics, Parasocial Interaction, And Viewer Characteristics, Md Nazmus Sakib

Theses and Dissertations

Drawing on the notion of parasocial interaction (PSI) theory (Horton and Wohl, 1956), this dissertation provides a framework to demonstrate how YouTube health vloggers can influence viewer compliance intention toward a prescribed health behavior (i.e., weight-loss diet to lose weight). Initially, drawing on the discounting principles of attribution theory (Kelly, 1973), physical attractiveness stereotype (Eagly et al., 1991), and the black sheep effect (Marques and Yzerbyt, 1988), the interaction effects of three vlogger characteristics on viewer PSI experience were conceptualized and examined (Study 1). Then by using a scenario-based experiment, viewer PSI experience with the vlogger was manipulated (high vs. …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2020.

Digital Marketing In Theatre Organizations: A Study On Mahua Fun Age Troupe In China, Peng Wang

Student Works (2020-2029)

The rapid popularization of Internet technology has changed the face of the whole world. With the advent of the era of digital, online marketing has come in a new way. Based on the traditional marketing methods, the marketing concept and model evolved from the traditional marketing methods are constantly innovated to play a role in the enterprise's marketing strategy and promote the enterprise to complete the overall business objectives more quickly. Shuyu Qi, a professor at the China academy of administration, said that in today's world, cultural development and economic development are increasingly integrated, and cultural industry has gradually become …

2020-July-31-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 July.  Thank you for your service! 

Mason Gene Bailey – Professor, Department of Computing

Andrew Czuchry – Professor and Chairholder, AFG Industries Chair of Excellence in Business and Technology

Shawn Dodge – Professor and Chair, Department of Military Science

Douglas P. Dotterweich – Professor, Department of Economics and Finance

Richard Allan Feit – Professor, Academic Affairs, Quillen College of Medicine

Deborah Harley-McClaskey – Associate Professor, Department of Counseling and Human Services

Deborah Susan Hosler – Senior Lecturer, Department of Mathematics and Statistics

Gregory Ray Love …

2020-July-31-Michael Meit Featured On American Journal Of Public Health Podcast.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 31, 2020) – Michael Meit, director of research and programs at the East Tennessee State University Center for Rural Health Research, will be featured on a national podcast focusing on rural public health.

The podcast is hosted by Dr. Alfredo Morabia, editor-in-chief of the American Journal of Public Health (AJPH). It will be available beginning Aug. 5 at ajph.aphapublications.org.

“In this podcast, we discussed the implications of framing rural America as ‘older, poorer, sicker’ and ways that we could instead leverage rural strengths and assets to improve rural health and well-being,” Meit said. “The podcast will …

2020-July-31-Overmountain Animation Festival.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 31, 2020) – The Department of Digital Media at East Tennessee State University will host the 2020 Overmountain Animation Festival Aug. 5-7. All shows will be livestreamed and will begin at 7 p.m. each night.

The festival’s six shows feature more than 60 animations, with two shows each with different themes to be presented nightly.  ETSU has hosted this event since 2005. Faculty and students from the Digital Media program select entries from around the world for the event that display the talent of student, independent and professional animators.  The lineup includes:

            Wednesday, Aug. 5

            7 p.m. …

The Effect Of Consideration Set On Market Structure, Jun B. Kim

Asia Marketing Journal

We estimate a choice-based aggregate demand model accounting for consumers" consideration sets, and study its implications on market structure. In contrast to past research, we model and estimate consumer demand using aggregate-level consumer browsing data in addition to aggregatelevel choice data. The use of consumer browsing data allows us to study consumer demand in a realistic setting in which consumers choose from a subset of products. We calibrate the proposed model on both data sets, avoid biases in parameter estimates, and compute the price elasticity measures. As an empirical application, we estimate consumer demand in the camcorder category and study …

The Role Of Imagery Vs. Analytical Advertisement On New Products Evaluation, Juyon Lee, Wujin Chu

Asia Marketing Journal

Combining prior theories on innovation newness with information processing style (imagery vs. analytical), this study presents a theoretical framework; develops hypotheses; and makes predictions on how analytical versus imagery ads influence consumers differently depending on the newness level of products. The study shows that consumers are more likely to evaluate RNPs (radicallyinnovative new products) positively when they are advertised with imagery cues. Compared with analytical advertisements, imagery advertisements increased advertising effectiveness, product evaluation, and purchase intention of RNPs. These effects were demonstrated by using stimuli from two product categories consisting of washing machines and cars.
In particular, in advertisement for …

Vying With Ikea: Hanssem’S Competitive Advantage At Marketing Frontier, Sang Yong Kim, Seung Min Lee

Asia Marketing Journal

HANSSEM is a furniture company that leads the market of residential space in Korea. The goal of this case study is to focus on how HANSSEM copes with IKEA, the world"s largest furniture retailer after entering the Korean market in December 2014. IKEA’s entry into Korea is possible to destroy the existing orders in the retail industry and reduce the profit of incumbent local players by realigning industry relationships. However, HANSSEM achieved rapid growth with the largest market share in the furniture market through its internal capabilities.
The authors propose the main success factors in three ways: (1) residents-database including …

2020-July-31-Going Places.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

ETSU welcomes the following new faculty and staff to the university family:

Turner Battle is an assistant coach in the athletic training room in the Department of Intercollegiate Athletics.

Cheyenne Beeler is an information research technician in the Office of Financial Services.

Haley Bell is a laboratory assistant in the Department of Chemistry. She holds a B.S. in chemistry from Tennessee Wesleyan University.

Dr. Priyamvada Chaudary is an assistant professor in the Department of Pediatrics.  

Jordan De Jong is a manager in Health Services Management and Policy. Before coming to ETSU, she was director of communication at the Charleston (South …

Wear Your Heart On Your Sleeve: Exploring Moral Identity As A Moderator Across Csr Authenticity, Consumer Admiration, And Engagement In The Fashion Industry, Edward Jung, Suna La

Asia Marketing Journal

A rapidly shifting, hyper-sensitive modern fashion industry, coupled with an increasingly developing global environmental concern, has seen to an ever-imperative role for corporate social responsibility (CSR) to play in the successful operation of fashion companies. This study primarily investigates effective measures for successful CSR implementation in both corporate and consumer domains, looking at Patagonia, an exemplar company with an environmental mission, to understand the central contributions of active consumer engagement to the success of CSR initiatives. We explore consumer admiration as a concept necessary to elevate CSR practices from image maintenance to genuine engagement and advocacy, and how such admiration …

Asia Marketing Journal Vol.22 No.2 목차

Asia Marketing Journal

No abstract provided.

2020-July-30-Etsu College Of Nursing Presents Daisy Award To Nicholas Shortridge.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 30, 2020) – East Tennessee State University’s College of Nursing presented a DAISY Award to Nicholas Shortridge, a 2020 alumnus of ETSU’s Bachelor of Science in Nursing program.

Dr. Wendy Nehring, dean of the College of Nursing, presented the award to Shortridge in the presence of nursing faculty and staff, who joined the ceremony via zoom due to social distancing guidelines.

DAISY is an acronym for Diseases Attacking the Immune SYstem. The DAISY Foundation was formed in January 2000 by the family of J. Patrick Barnes, who died at age 33 of complications of idiopathic thrombocytopenic purpura …

2020-July-29-Meet Dr. Sara Brandon ('17), Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

(July 29, 2020)—Meet Dr. Sara Brandon (’17), from Tullahoma, TN, who serves as director of clinical pharmacy services at Community Health Systems. She completed her PGY1 Pharmacy Practice Residency at Maury Regional Medical Center/Lipscomb College of Pharmacy in Columbia, Tennessee, and her PGY2 Health System Pharmacy Administration Residency at Community Health Systems in Franklin. 

Describe your typical day:

SB: The best part about my job is that I don't have a typical day! My day is driven by the needs of the facilities and current projects. My general responsibilities involve development and update of clinical protocols and guidance based …

2020-July-29-Etsu Votes League Of Women Voters To Host Voting Info Session.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 29, 2020) – The Office of Leadership and Civic Engagement and ETSU Votes are partnering with the League of Women Voters of Northeast Tennessee to host a virtual meeting and interactive workshop titled Your Vote is Your Voice on Sunday, Aug. 2 at 2 p.m. to inform the public on the voting process in Tennessee. Attendees will learn about voting options and the tools available to Tennessee voters this year.

This is the first installment in a series of anticipated joint workshops that will take place this fall.

All citizens are welcome and strongly encouraged to attend …