Marketing Commons^™

Gop's Future: Adapting Professional Writing To Engage And Attract Gen Z Voters, Kerry Mckim

Masters Theses

In an evolving political landscape dominated by digital media, the Republican Party faces significant challenges in connecting with Generation Z (Gen Z) voters. This thesis explores the critical role of professional writing in bridging this communication gap between generations. With the rise of social media platforms such as TikTok and YouTube, traditional communication strategies are becoming increasingly obsolete. Gen Z's unique consumption habits, values, and communication preferences necessitate reevaluating how political messages are crafted and disseminated.

This research highlights the importance of professional writing in political communication, focusing on its impact within the GOP. By examining Gen Z's demographics and …

Fitness Beverage Market Segmentation Ai Project, Brady Mccrae

AI Assignment Library

As the marketing manager for a company launching a new line of fitness beverages, your goal is to segment the fitness beverage market using AI to reach the right audience with targeted marketing campaigns. This assignment will challenge you to critically evaluate AI tools and their outputs in the context of market segmentation.

Consumer Product Perceptions Within Emerging Markets: The Product Adoption Process And Consumer Ethnocentrism, Miguel Sahagun, Larry L. Carter, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

The general acceptance of globalization and free trade across most national governments has led to the massive proliferation of foreign goods across the globe within the past few decades. As a result, the consumer adoption of imported products has been researched extensively; however, the bulk of these studies have focused on developed countries, leaving less developed and emerging countries vastly unexplored compared to their developed counterparts. Using Mexico to represent an emerging market with high levels of consumer ethnocentrism, this study examines the relationships among consumers’ attitudes toward imported products, their behavioral intentions, and consumer ethnocentrism within the product adoption …

Warhol Speaks: How One Museum Leverages Communications Strategies To Engage In An Era Of Innovation And Value Creation, Kristina Kaufman, Peter Kaufman

Atlantic Marketing Journal

As museums face increasing competition for guests amidst a growing number of cultural options, these institutions are challenged to reinvent themselves to offer a more modern experience for guests that addresses inclusivity, and a balance of active (engaging) and passive (reflective) experiences. This paper documents researcher observation at The Andy Warhol Museum in Pittsburgh, Pennsylvania. Through the lens of sensory perception theory, several themes emerge as communication strategies that aim to offer visitor engagement and added value. This paper analyzes and highlights how museums can offer multisensory experiences which cater to guests’ ability to cognitively invest and engage with the …

Brand Engagement Through Branded Mobile Apps Among The “Small-Screen” Gen, Waros Ngamsiriudom, Trang Phuc Tran, Russell K. Lemken

Atlantic Marketing Journal

Using the technology acceptance model, this study examines the combined impact of brand and technology on users' intention to continue using the branded app. A Partial Least Square Structural Equation Modelling with data from 454 experienced branded app users reveals two mechanisms: perceived usefulness has a favorable influence on the customer-brand connection, and perceived simplicity of use improves the customer's brand experience. Branded app interactions and experiences increase customer brand engagement, resulting in continued use. The study offers managerial insights for businesses looking to improve brand experiences using mobile technology, highlighting the importance of technology-driven marketing tactics and user-friendly branded …

A Breadth Review Of Digital Landscape And Related Foundational Theories, Jie Gao Fowler, Amy Watson

Atlantic Marketing Journal

The dominating information technology of the present time is digital media. Platforms, like Facebook, Instagram, and TikTok encourage new types of connection, influencing friendships, family and peer groups, and business relationships while reshaping public involvement and discourse through influencers, memes, and viral media. However, algorithms dictate how social media is consumed, as well as the influence these platforms can have on individuals and society. As a result, the primary goal of this study is to investigate the impact of social media/artificial intelligence on society. This study examines the digital media ecosystem and its interaction with today's customers in depth. Furthermore, …

2024-September-11-Etsu Safe Med Drop Off Sept. 28, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Sept. 11, 2024)—Student pharmacists at East Tennessee State University Bill Gatton College of Pharmacy are helping remove outdated and unneeded prescription medications as part of an upcoming safe medication drop-off event on ETSU’s main campus on Saturday, Sept. 28, from 9 a.m.-1 p.m. The event takes place in parking lot 22a, which is the large lot next to the ETSU Parking Garage and near the Basler Center for Physical Activity. Turn onto Jack Vest Drive on main campus from either State of Franklin Road or J.L. Seehorn, Jr Road.

The safe medication drop-off will allow the public …

Mv-Qual: A Tool For Understanding Decisions To Purchase Virtual Products In The Metaverse, Fabienne Cadet, John T. Gironda, Bay O'Leary, Maria Petrescu

Publications

This paper develops the MV-QUAL (Metaverse Quality) scale and explores the various factors that may impact consumers’ perceptions of quality and value when purchasing virtual products in a Metaverse world. Utilizing Flow Theory and SERVQUAL as theoretical lenses to conduct our research, a framework was developed and tested, demonstrating how various factors are interconnected and impact consumers’ shopping experiences in the Metaverse. Data was collected from a national sample of 322 Metaverse users in the United States and analyzed using partial least squares structural equation modeling in SmartPLS, complemented by a neural network causal analysis in Neusrel. The results demonstrated …

Exploring Ai Technology And Consumer Behavior In Retail Interactions, Maria Petrescu, Anjala S. Krishen, John T. Gironda, J. Ricky Fergurson

Publications

This research systematically reviews artificial intelligence (AI) effects in customer-interfacing retail applications based on an ecosystem value co-creation framework. We conduct a bibliometric and conceptual mapping analysis study, focusing on AI-related implications for consumers’ and other stakeholders' well-being, social interaction, and societal welfare. A co-citation network visualization of critical AI journal articles is generated, and a network visualization of AI keyword relationships and clustered topic areas is presented and discussed, along with a conceptual map of the relationships between key concepts and substantive AI themes. In an ecosystem context, the multidisciplinary-based bibliometric and conceptual mapping findings of our analysis reflect …

2024-September-01-Meet Dr. Shelby Brooks Assistant Professor Of Pharmacy Practice, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Listen to her interview on our college podcast, White Coat Radio.

(Sept. 1, 2024)—ETSU Bill Gatton College of Pharmacy welcomes Dr. Shelby Brooks, from Asheville, North Carolina, who is serving as Assistant Professor of Pharmacy Practice. Her clinical interests include cardiology (specifically anticoagulation/antiplatelets, post stroke management, dyslipidemia, and coronary artery disease), cirrhosis management, and pharmacy resident training. 

Brooks graduated from the University of Tennessee College of Pharmacy in 2019 then went on to complete a 24-month Pharmacotherapy Residency Program at the University of Tennessee Medical Center. During her time in residency, she focused on inpatient and outpatient family medicine practice, …

2024-September-01-Meet Kaitlyn (Phillips '22) North Assistant Professor Of Pharmacy Practice, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Listen to her interview on our college podcast, White Coat Radio.

(Sept. 1, 2024)—Dr. Kaitlyn (Phillips '22) North is from Erwin, Tennessee, and graduated from the Class of 2022. She is an Assistant Professor in Pharmacy Practice and in the Department of Family Medicine at James H. Quillen College of Medicine specializing in chronic disease state management and primary care. 
 
North is serving as a clinical pharmacist faculty member at ETSU Family Physicians of Kingsport. She completed her postgraduate training at an ambulatory care-focused PGY1 residency program at Tandem Health--University of South Carolina, and the PGY2 residency program in Ambulatory …

2024 September, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2024.

2024-September-01-Meet Dr. Alex Surbaugh Assistant Professor Of Pharmacy Practice, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

(Sept. 1, 2024)—Dr. Alex Surbaugh, from Franklin, Tennessee, a clinical pharmacist in psychiatry, is serving as Assistant Professor of Pharmacy Practice.   

She previously came from the University of Kansas Health System, where she completed a PGY1 residency and a PGY2 psychiatric residency. Dr. Surbaugh completed her undergraduate degree in chemistry at the University of Mississippi and earned her PharmD at UT. 

“As someone who was born and raised in Tennessee, I have always held a love for my home state,” said Surbaugh. “From my first interaction with the college in December through my interview days in February, it was truly …

Willingness To Pay And Market Potential For Biowrap: An Economic Study Of A New Biodegradable Mulch Product In Home Gardening, Gengchen Cai

Department of Agricultural Economics: Dissertations, Theses, and Student Research

This study explores the market potential of BioWRAP, a biodegradable sprayable weed suppression product, by assessing the willingness to pay (WTP) among American home gardeners. Traditional plastic mulch offers significant agronomic benefits but poses considerable environmental challenges, making BioWRAP a promising alternative due to its similar benefits and reduced environmental impact. Using a double-bounded contingent valuation method, we analyze the WTP for BioWRAP among different demographic groups and gardening practices. Our findings indicate that the highest WTP for BioWRAP is among home gardeners who currently use chemical sprays for weed suppression, followed by those using physical barriers, with the lowest …

Millennials’ Perception Towards Adaption And Intention Of M-Banking: Experience From A Developing Country, Noman Hasan, Md. Shahed Mahmud, Abdul Gaffar Khan, Reshma Pervin Lima, Shiblu Miah

Journal of Global Business Insights

In recent years, m-banking has been developed rapidly around the world. The research aims to measure millennials’ perception towards adaption and intention of m-banking from a developing country’s perspective. A PLS-SEM modeling approach was performed to test the hypothetical model. The empirical results reveal that perceived ease of use, perceived security and privacy, and perceived cost significantly affect the millennials’ attitude to adopt m-banking. In contrast, perceived usefulness and perceived self-efficacy have an insignificant effect. Furthermore, attitude towards adopting m-banking significantly impacts adoption and intention among millennials. Practical and theoretical implications have been identified based on the study results.

Impact Of Work From Home Factors On Employee Work Engagement, Okoye Shedrach Obumneme, Muhammad Nizam Zainuddin

International Journal of Management, Finance and Accounting

The aim of the study is to examine the various work from home related factors which help in bringing about improved employee work engagement based on the work assigned to them. The study employed a quantitative research approach, positivism research philosophy, and case study research design. The study made use of 201 participants, with data collected through questionnaire and online survey tool (Google Form). Participants for the study were sampled from AmIT Global Solutions, AppCable Sdn Bhd, IWG 3.2, Regus Management Malaysia Sdn Bhd, Deventure Sdn Bhd, and Texas Instruments. Thethree hypotheses proposed in the study were examined using multiple …

A Study On The Impact Of Financial Incentives And Work Environment On Employee Motivation To Work: A Case Study Of Employees Of Paradise Estate Management Company, Okoye Shedrach Obumneme, Farha Ghapar

International Journal of Management, Finance and Accounting

The study aims to investigate the impact of financial incentives and workplace environment on employee work motivation. Individually, the study examines the impact of work allowances, employee wages, organisational culture, and internal communication on employee motivation to work in an organisation. The research employed a survey research design. The population of the study focused on the employees of Paradise Estate Management Company. A total of 79 respondents were selected from a pool of 120 employees in the organisation. The questionnaires were administered and distributed to respondents through Google Form. Multiple regression analysis was adopted to test the different hypotheses. The …

Cooperative Preschool Education In Ethnic China: Ulanqab Case Study, Yu Dong, Siow-Hooi Tan, Hway-Boon Ong

International Journal of Management, Finance and Accounting

The integrated education of family, kindergarten, and community is crucial for children’s development. However, in China’s ethnic regions, preschool education faces significant shortcomings, with limited community involvement and consideration of ethnic characteristics. This study aims to address these gaps by proposing a conceptual framework tailored for ethnic areas, focusing on the Ulanqab region. Drawing on domestic and international research, we develop a model comprising family, preschool, and community inputs, emphasising the importance of community participation. The model includes educational inputs, educational processes, and target outcomes, with the goal of improving preschool education quality. Through this research, we seek to understand …

Socioeconomic Factors Affecting Healthcare Expenditures In Selected Asian Countries, Nurin Amni Aqilah Binti Cek Ahmad Azam, Mazlynda Md Yusuf

International Journal of Management, Finance and Accounting

The rising cost of healthcare in Asian countries has become a matter of concern, reflecting an extensive influence of socioeconomic factors. This study highlighted that the financial burden on healthcare systems is crucial for ensuring sustainable and equitable access to medical services. However, the impact of socioeconomic factors on healthcare expenditures varies across countries and regions. Therefore, this study seeks to determine socioeconomic factors affecting healthcare expenditures in 10 Asian countries, utilising annual data starting from 2006 to 2020. By employing panel data analysis and the model of fixed effect with a feasible generalised least squares method, the finding shows …

Convertible Bond Pricing In Chinese Transportation Industry : A Comparison Methods Between Binomial Tree Model And Black-Scholes Model, Zirui Peng, Xinrui Xinrui, Chui Zi Ong

International Journal of Management, Finance and Accounting

One bond type that can lower financing costs for the issuer is a convertible bond. Additionally, its characteristic with option value gives investors access to high-yielding, low-drawdown, and superior investment instruments. Exactly, convertible bonds have a strong market appeal to investors. In recent years, the issuance scale of convertible bonds has continued to expand, and its share in the bond market has gradually increased. Fair pricing is essential to maintaining the convertible bond market’s smooth operation. In light of this, the convertible bonds in the transportation sector listed on the Shanghai Stock Exchange are chosen for this article. Following the …