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Uh Lady Bucs Soccer All District And Region Teams, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Color And Color Placement Effects On Purchase Intent Of Loot Boxes In Video Games, Mackenzie Bland

Honors Undergraduate Theses

Research on the effects of color associations in gambling situations has especially come to the forefront in recent times with the rise of casinos and other sales techniques in which consumers do not know the outcome of their purchases. Loot boxes are a unique form of micro-transactions in video games where players are uncertain about the objects they will receive with their monetary purchase. The aim of this study is to explore the effects of color and color placement in ads on loot box purchase intent. It will contribute to research about color perception in marketing and will, more specifically, …

The Impact Of Gender Diversity And Tokenism On The Attractiveness Of An Organization, Lilly Thuma

Undergraduate Honors Thesis Collection

The purpose of this study was to look at how variations in the gender diversity of the top management team of an organization will influence the perceived attractiveness and advancement opportunities job applicants see in the organization. College students reviewed a job posting that displayed three variations of gender diversity on the top management team (equal gender representation, all male gender diversity, and token female gender diversity), and either included or lacked a statement about the organization’s commitment to hiring a gender diverse work force. Participants reviewed the information about the job and then completed a questionnaire assessing the organization’s …

2020-2020 Wrsg Award Winner Announcement, Department Of Geosciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

 Congratulations to Porcha McCurdy, ETSU Geosciences graduate student, for winning the 2020 Water Resources Specialty Group Student Research Paper Award from the American Association of Geographers for her paper "Analyzing inclement weather impacts in water quality in Sinking Creek, Watauga Watershed, East Tennessee" https://peasemike.wixsite.com/wrsg/awards

Keeping Social Media Influencers Influential: Preserving Perceptions Of Authenticity While Brand Dropping, Cassandra Miriam Ditt

Doctoral Dissertations

Marketers’ use of social media influencers (SMIs)—individuals who use various social media channels to discuss a particular topic (e.g., fashion, health) or offer entertainment (e.g., comedy) and, in doing so, attract followers—to promote products, known as “influencer marketing,” is a widely employed and effective strategic tool (Linqia 2018). In fact, SMIs, who can be conceptualized as human brands (Thompson 2006), have a greater audience reach and dialogue generation compared to that of celebrities (Crimson Hexagon 2015). Further, consumers perceive SMIs’ content as trustworthy (Scott 2015), which is likely due to them being perceived as highly authentic. According to Audrezet, de …

A Test Of The Generalized Yunus Equation And Its Implications For Microcredit In The Philippines, Jasmin-Mae Santos Luy

DLSU Business & Economics Review

Microcredit is one of the most important financial services offered by microfinance institutions (MFIs) in the Philippines. Loan repayment by frequent installments faces the challenge of possible random delays, which leads to random interest rates. Such randomness affects both microlenders and borrowers. This research utilizes a mathematical model called the generalized Yunus equation (GYE) to study the microloan repayment process in the Philippine setting. Using this model, an explicit formula was formulated expressing the effective interest rate involved in repayment as a function of the time when the delay takes place, which closely approximates the actual values of the rate …

Connecting Art And The Public Through Digital Marketing And Brand Collaboration – Co-Art, A New Art Marketing Agency, Qing Su

MA Projects

Traditional art marketing often focuses on physical exhibitions, in-person networking, and the endorsement of the art world “gatekeepers.” The making of a “star” artist relies not only on the quality of the art itself, but also on how galleries (the art marketers) orchestrate the complex power dynamics in the art industry – critics, curators, institutions, and collectors. This long-lasting mechanism leads to the elitization of the art world and disconnection with the mass public as it targets only a niche number of audiences that might make an influence on an artist’s career, price, and portfolio. COART is an agency that …

‘Coronated’ Consumption In The Viral Market, Soonkwan Hong

Michigan Tech Publications, Part 1

The universal exposure to the virus has disrupted institutions, redefined values, and reshaped systems, including the market. Idling, uncertainty, and liquidity encapsulate the ever-precarious individual lives and the reflexive socio-politico-cultural changes. These conditions and consequences nonetheless create paradoxical opportunities in the viral market. The new meaning of connectivity that promotes high-viscosity relationships and high-visibility identities will transform the market to better acknowledge and support humans and the new sociality.

The Social Media Machines: An Investigation Of The Effect Of Trust Moderated By Disinformation On Users’ Decision-Making Process, Zulma Valedon Westney

CCAC Theses and Dissertations

Social media networking sites (SMNS) have become a popular communications medium where users share information, knowledge, and persuasion. In less than two decades, social media's (SM) dominance as a communication medium can't be disputed, for good or evil. Combined with the newly found immediacy and pervasiveness, these SM applications' persuasive power are useful weapons for organizations, angry customers, employees, actors, and activists bent on attacking or hacking other individuals, institutions, or systems. Consequently, SM has become the preferred default mechanism of news sources; however, users are unsure if the information gathered is true or false. According to the literature, SMNS …

Spillover Effect In Supplier Related Product Recall: The Impact Of Supplier Coo On Product Evaluations, Jianping Coco Huang, Jeffrey P. Radighieri

Research, Publications & Creative Work

Research has shown that supplier quality can lead to brand quality failures. However, what is not clear is whether a supplier’s country of origin (COO) plays a role in the evaluations of manufacturer brands after a recall is initiated. In this paper, through the lens of resource advantage (R-A) theory, we empirically examine whether a supplier’s COO hurts or helps the vehicle brand when a supplier is blamed during a vehicle recall event. R-A theory suggests that high brand quality can enhance competitive advantage for a firm. Through an experimental study, we find that high brand quality can override the …

Effect Of Moderating Variables: Financial Leverage And Dividend Payout Of Publicly-Listed Property Sector Of The Philippines, Cynthia P. Cudia, Harrison Kendrick L. Chun, Tristan Dranel M. Papa, Raveena S. Tahilramani, Althea R. Tan

DLSU Business & Economics Review

Various studies on the relationship between financial leverage and dividend payout have been conducted; however, different factors affecting this relationship remain unexplored. This study aimed to identify the effect of different firm-specific moderating variables on the relationship between financial leverage and dividend payout of Philippine publicly-listed companies under the property sector for the years 2012–2016. These firm-specific variables were classified into two categories—company profile and financial condition. By employing multiple regression with the interaction model, the results of this study found that business risk has a significant effect on the relationship between financial leverage and dividend payout. Similarly, firm size …

Affective Commitment, Trust, And The Psychological Contract: Contributions Matter, Too!, Lisa Schurer Lambert, John B. Bingham, Anna Zabinski

Faculty Publications

Employees’ receipt of inducements is associated with trust and affective commitment, and employees pay for their inducements with their contributions (e.g., time, and physical and intellectual effort). Yet this relationship does not fully mirror events as they occur in an employment relationship where employees’ promises and delivery of inducements and contributions are ongoing, and relatively continuous. Our premise is that promising and delivering contributions may enhance or reduce employees’ trust in and commitment to the organization depending on how well they fulfill psychological needs. We tested a social exchange theory model and our alternative model. Survey results favoured our alternative …

Dealing With Dysfunction: Negotiating With Difficult Individuals, Marc-Charles Ingerson, Kristen Bell Detienne, Jill M. Hooley, Nathan A. Black

Faculty Publications

Workplace negotiations often present daunting challenges. The negotiation process can test relationships and place reputations at risk. Moreover, in some situations, the difficulty and stress involved in routine negotiations become magnified. Approximately ten percent of working adults have personality styles or behavioral tendencies that can make interactions with them especially challenging. Identifying, understanding, and dealing with personality dysfunction in the negotiation process is therefore a critically important skill (Kessler et al. 2005; Eddy 2018). Today’s negotiators need to be able to recognize and interact with people who have difficult and dysfunctional personality traits.

Unfortunately, many of those on the receiving …

Assessing The Effects Of Service Variability On Consumer Confidence And Behavior, Clay M. Voorhees, Jonathan M. Beck, Praneet Randhawa, Kristen Bell Detienne, Sterling A. Bone

Faculty Publications

This research examines the effects of service variability on consumer confidence and behavior across multiple transactions in a service relationship. This article integrates discussions of service relationships and models of service variability. Leveraging a field study, the authors track over 12,000 experiences across 3,084 consumers for a 2-year period and model the impact of variability in these experiences on consumer relationships. The results reveal variability in a service relationship can significantly impact consumer confidence and that the nature of this relationship is nonlinear, revealing that small variations in quality will have strong effects on confidence and that these effects plateau …

Hard Work Beats Talent, Unless Talent Works Hard: Exploring The Relationship Between Self-Efficacy And Sales Performance, Mohammad Sakif Amin

Graduate Theses, Dissertations, and Problem Reports (ETD)

Current research in sales suggests that salesperson self-efficacy, which is a person’s belief about his/her ability to achieve a desired level of performance in a given task, affects sales performance positively. The logic behind this positive effect is that people who exhibit a high level of self-efficacy have increased motivation and thus exert increased efforts towards completing a task. Research in psychology, however, suggests that there can be a downside to self-efficacy. Drawing on perceptual control and ego depletion theories, this dissertation explores two possible dark side effects of self-efficacy in a sales context: (1) decreased salesperson effort engendered by …

Using An Artificial Real-Time Response Audience In Online Sales Education To Improve Self-Efficacy In Sales Presentations: An Online Classroom Innovation, Nicole A. Flink, Desiree Cooper-Larsen

Atlantic Marketing Journal

Sales education research recently has turned its attention to using artificial intelligence (AI) technology, but much remains in our understanding of its use in the online and virtual sales education environment. AI can be useful to helping online students improve their sales presentations and vocal delivery skills. Examined through the lens of control value theory, this study is a pilot investigation into the effectiveness of using AI technology in the online classroom to help sales education students improve their vocal delivery skills in sales presentations. Based on a paired samples t-test, our results indicated that student use of AI technology …

An Econometric Evaluation Of Localism And Other Potential Success Factors In California’S Craft Brewing Industry, Connor Sinclair

CMC Senior Theses

As growth of the American craft brewing industry slows and smaller firms account for a greater proportion of expansion, I test whether traits that are indicative of smaller firms have an effect on brewery success. I hypothesize that firms which utilize localist strategies such as geographical branding, use of local ingredients, charitable giving, and/or sustainable practices are more successful than others and therefore produced more barrels of beer in 2017. To test my hypothesis, I estimate ordinary least squares regressions with robust standard errors using data collected from the Brewers Association and the websites of 362 California craft breweries. I …

A Brand New Narrative: Social Attitudes Toward Conflict Resolution And Inefficiency In Marketing And Branding, Emily Skinner

Department of Conflict Resolution Studies Theses and Dissertations

This study aimed to bring to light infield internal assumptions, expectations, and knowledge that may influence limitations on fostering an environment that can increase a social demand for conflict resolution services, knowledge, and practices. The research explored if the field’s marketing is influenced by the macro social norms, assumptions, and expectations of conflict and if they influence how the field communicates with its market. The study’s goal was to investigate if the marketing and the branding of conflict resolution are influenced by the social fact of conflict as negative. This study explored conscious and unconscious broad patterns of common-sense knowledge, …

Investigating Metacognitive Fluency As A Judgment Cue In Choice Overload, Michael R. Ho

CGU Theses & Dissertations

Choice overload describes the finding that individuals report being less satisfied and defer choice more often when choosing from larger rather than smaller choice sets. Researchers have proposed various theoretical models to account for this phenomenon; however, these models have yielded conflicting results. Critically, little research has sought to identify the cognitive mechanism underlying choice overload. The present study reviews models of choice overload and offers a more parsimonious account of choice overload. More specifically, metacognitive fluency, or the subjective interpretation of choice difficulty, plays a critical role during choice and may account for conflicting results in current choice overload …

Strategic Plan Presentation: Boeing, Mary E. Fewer

Undergraduate Theses, Professional Papers, and Capstone Artifacts

After a thorough industry analysis and internal analysis of Boeing, it has been determined that Boeing should: pursue a nostalgic marketing plan where the company admits their recent mistakes and explains their solutions, focus on their market segment of defense contracts in light of both recent issues with Boeing's commercial airlines and impact of the airline industry due to COVID-19, and improve internal communications and human resource management by providing more transparent communication to Boeing staff and professional development programs with clear career paths.