Marketing Commons^™

Examining The Relationship Between Top Social Media Influencers And Corresponding Brands, Sydney Matone

Honors College Theses

No abstract provided.

“Banner Blindness” In Relation To Motivational Reactivity And Emotional Expression In Banner Advertisements, George Provotorov

Honors College Theses

No abstract provided.

Using Drawings To Understand Perceptions Of Civic Engagement Across Disciplines: ‘Seeing Is Understanding’, Sharon Feeney, John Hogan

Articles

In this article, we wish to investigate if disciplinary differences exist among students when considering the topic of civic engagement. We use freehand drawing to create a learning environment in the classroom wherein students can seek to develop meaningful associations with civic engagement. The drawings examined here, produced by three different class groups, provide insights into how young adults perceive their society and their place in it, and thus communicate their understanding of civic engagement. Freehand drawing, in bypassing cognitive verbal processing routes, leads students to produce clearer and more holistic images. It allows them to put into visuals a …

Vinyl Advertisement In The Uni Bookstore Windows, Emma Wilker

Honors Program Theses

At my initial meeting with my client representative we discussed his interest in a perforated vinyl advertisement. We met at the UNI Bookstore so I could see these windows in person. The UNI Bookstore windows are divided into sections by thick bars. There are equalsized divisions vertically while horizontally they are divided into three sections: a large middle section and smaller top and bottom sections. He envisioned perforated vinyl on the middle sections of the windows, possibly all of the north facing windows and half of the east facing ones.

Exploring The Effectiveness Of Social And Digital Media Communications On Organization-Public Relationship Building With Employees, Iris Cumberbatch

Antioch University Dissertations & Theses

More than a decade after the emergence of social and digital media, professional communicators increasingly use these channels to interact with a wide array of stakeholders. Simultaneously, public relations (PR) and communications leaders seek to understand whether their efforts to communicate and engage with stakeholders through these channels are effective in establishing and building relationships, as well as to measure “effectiveness” in the new technology-driven communications landscape. With this study, I addressed a gap in the academic research with regard to understanding the effectiveness of social and digital media as a communications tool by assessing employees’ perceptions of their organization …

Come Together: Inclusive Leadership And Public Relations Education, Heather Paige Preston

Antioch University Dissertations & Theses

Multiple voices from educational and professional arenas have called for change in the way in which public relations undergraduates are prepared to navigate complex communication challenges in the 21st century. Some scholars have advanced leadership as a way to address this change, identifying the undergraduate public relations curriculum as the ideal place to introduce future practitioners to leadership as a way to better prepare them to initiate and participate in positive social change in complex contexts. However, scholars have neither made in-depth connections with leadership theory and practice, nor provided a framework for designing a curriculum for incorporating leadership into …

Women's Golf Has A Virtual Opportunity, Kelly Price-Rhea

ETSU Faculty Works

Dr. Kelly Price looks at the ways new technology like augmented and virtual reality can help boost the coverage and popularity of women's golf.

Does Golf Have A Pink Problem?, Kelly Price-Rhea

ETSU Faculty Works

I love my pink glove. My last bag was pink. I am glad I had the pink option when I purchased these items. But the question remains, why must golf continue to place such deep division within many of its product lines which continues to fuel the gendering (and arguably sexism) of golf?

Bigger Than Golf – Lpga Branding And The ‘Drive On’ Marketing Strategy, Kelly Price-Rhea

ETSU Faculty Works

With the LPGA's 'Drive On' campaign, Dr. Kelly Price says "the brand of the LPGA is alive and well"... but it hasn't always been that way.

From Dreaming To Believing: A Review Of Consumer Engagement Behaviours With Brands’ Social Media Content Across The Holiday Travel Process, Dean Creevey, Etain Kidney, Glenn Mehta

Articles

This paper reviews social media user engagement behaviours with brands and proposes a new stage within the travel process. Specifically, the pre-trip stage is examined and investigation into a two sub-stage split is proposed; pre-purchase and post-purchase. Dubbed the Believing phase, this paper calls for research into the patterns of engagement behaviour towards hotel brands’ content at this currently under-researched stage. Current social media-focussed research examines influence on purchasing decisions of users, social media usage on-site, and post-trip evaluation. There remains a conceptual gap highlighting the behavioural patterns of users during the period between initial purchase and subsequent departure.

Something Of Value: A Value Proposition Exercise For The Marketing Classroom, Rebecca Dingus, Alexander Milovic

Marketing Faculty Research and Publications

Gone are the days of transactional marketing, and here to stay are increased expectations for marketers to act as trusted advisors while providing value customized specifically to each customer. Accordingly, marketers must clearly identify the competitive advantage of their products or services, and they need to be sure this competitive advantage is valuable in the eyes of the customer. This paper focuses on teaching students to adopt such a perspective when developing customer-focused solutions, as well as to train them on creating an actual value proposition. An exercise is presented, with data demonstrating its effectiveness for teaching value propositions.

The Upside Of Showrooming: How Online Information Creates Positive Spill-Over For The Brick-And-Mortar Retailer, Brian I. Spaid, Bonnie O'Neill, Terence T. Ow

Marketing Faculty Research and Publications

The ubiquitous nature of mobile internet devices (i.e., smartphones and tablet computers) has led to an increase of their use within the retail environment as a shopping assistive technology. Consumers use them for a variety of shopping-related tasks, the most significant of which is researching product information. The use of these devices has clearly impacted how consumers shop, but what is not clear is how these devices affect shopper satisfaction, trust in the retailer and subsequent shopper intentions. The purpose of this paper is to better understand these relationships and extend existing research on the use of mobile internet devices …

Regulatory Changes, Board Monitoring And Earnings Management In Nigerian Financial Institutions, Ishaq Ahmed Ishaq Ahmed Mohammed, Ayoib Che-Ahmad, Mazrah Malek

DLSU Business & Economics Review

This paper explores the heterogeneity of board of directors and shareholders involvement in the audit committee in addressing the question of whether the board of directors and audit committee shareholders are effective in suppressing earnings management after the implementation of 2011 revised Code of Corporate Governance in Nigeria. The paper utilized data generated after the implementation of the new Code. It examines explicitly board effectiveness and audit committee shareholder chairman on earnings management in Nigerian financial institutions. The study utilizes a dynamic panel data model of the generalized method of moment (GMM) in analyzing the data. The empirical results suggest …

A Platform Approach In Solution Business: How Platform Openness Can Be Used To Control Solution Networks., Ruiqi Wei, Susi Geiger, Roisin Vize

Articles

This paper explores how customer solution providers leverage digital platform architectures and particularly platform openness to exert control over complex organizational networks. A multiple case-study approach studies three companies with digital platforms that orchestrate solution networks in the LED and ICT industries. Our findings show that the features of product modules (core or peripheral), service modules (relationship intensity and customization), and knowledge modules (explicit, tacit and codified) have differential influence on the levels of platform openness. By managing platform openness of different subsystems accordingly, the solution providers can achieve different control benefits, including ensuring module quality, increasing offering variety, reducing …

Use Of Social Media By Sales Students For First Post-Graduation Job-Search: An Exploratory Study, Linda G. Mullen, Randy S. Stuart, Michael L. Thomas

AMTP Proceedings 2019

As students who studied/majored in professional sales approach graduation and start looking for their first post-graduation/entry-level positions, what avenues are used to pursue these opportunities? One might suspect that with the explosion of social media and the millennial generation’s prolific use of said media this would be their preferred choice for job hunting. Are sales students engaging social media and other online activities to land entry-level career positions or are they still using traditional methods (i.e. College/University Career Fairs, College/University Career Services, Internships, etc.) to find these positons? This paper looks at the avenues millennial students who studied/majored in professional …

2019-Alumni Reunion For Uh Class Of 2009, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Upcoming Reunion

Class of 2009 Reunion!!!! The Class of 2009 will be having their 10-year reunion at Yee-Haw Brewing, on Saturday, May 18th, at 2:00 p.m.  Please go to the registration link below for 2009 grads and sign up for the reunion!

https://forms.gle/wwd7zHEVDkHDh9Xk8 

If you have any questions, please contact Liz Russo, [email protected] 

How Motherhood Affects Professional Golf Careers, Kelly Price-Rhea

ETSU Faculty Works

Dr. Kelly Price analyzes the evidence on how becoming a mother can impact an LPGA player's productivity, performance, and earnings.

2019-January-Alum Jill Childress Chosen As Windgate Fellow.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

BFA alum, Jill Childress, has been awarded the Windgate Fellowship from the Center for Craft Creativity and Design. This fellowship is one of the most prestigious awards in the nation for undergraduate students focusing in craft-based media. With only 10 fellowships awarded per year, each recipient receives $15,000 in funding. Childress will be using the Windgate Fellowship award to continue her undergraduate exploration of bread/dough, baking, and its overlap with clay & ceramics. 

For more information on the artist and the fellowship please follow this link: https://www.centerforcraft.org/grants-and-fellowships/windgate-fellowship#recent-fellows

2019-August-Global Experiences, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

On a trip this summer to Uganda, Gatton’s student group, led by Dr. Susie Crowe, learned very quickly that the resource-limited country didn’t have access to the same healthcare resources that they were used to having.

“The hospitals were frequently out of medications,” said Crowe, director of experiential education. “As pharmacists, we had to make other recommendations, like changing an antibiotic to something that was available, or reallocate resources or medications.” 

While working with limited resources was a major challenge, the students soon understood how much they were learning from the experience. 

“We hold a lot of knowledge that can …

2019-Student Posters At Ashp Midyear Clinical Meeting 2019, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The following East Tennessee State University Bill Gatton College of Pharmacy students had posters accepted at ASHP Midyear Clinical Meeting 2019:

• Danielle Casaus ('20), "Residency driven value beliefs among student pharmacists"
• Danielle Eskens ('20), "The Legionella quandary: is empiric coverage for hospital and healthcare-associated pneumonia warranted?"
• Austin Gardner ('20), "Possible drug-induced pancreatitis in a patient receiving cyclophosphamide, vincristine, and prednisone chemotherapy"
• Taylor Gregory ('20), "Pharmacogenomics guided dosing of tyrosine kinase inhibitors in a patient with renal cell carcinoma"
• Mariah Huskey ('21), "Stability of ampicillin in normal saline following refrigerated storage and 24-hour pump recirculation"
• Remonica Jackson ('21), "Comparative stability of …