Marketing Commons^™

2023-December-06-A Campus Committed To The Community, University Marketing And Communication, East Tennessee State University

ETSU News

ETSU is committed to providing students with hands-on learning opportunities to make a real-world impact.

Earlier this week, East Tennessee State University achieved a significant milestone. The Southern Association of Colleges and Schools Commission on Colleges (SACSCOC) voted to reaffirm our university’s accreditation with no findings or recommendations. This action signifies that one of the most stringent accrediting bodies in the nation not only gave ETSU its continued endorsement but did so without listing a single concern or recommendation for improvement. In short, it was a glowing review.  

ETSU must undergo the reaffirmation process every ten years to ensure that …

2023-December-06-Campus Conversations Health And Wellness, University Marketing And Communication, East Tennessee State University

ETSU News

In this episode of campus conversations, President Noland speaks with Dr. Alison Davis and Halie Darby about the importance of managing our health and well-being and the resources ETSU offers to help us do so.

2023-December-05-Emeritus Etsu Professor Authors Textbook On Hematology.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Whether at home or abroad, East Tennessee State University’s commitment to advancing understanding in complex areas of medical research is embodied by its faculty.

And when it comes to the field of hematology, Dr. Koyamangalath Krishnan is doing exactly that. Earlier this year, Krishnan, a professor emeritus with East Tennessee State University’s Quillen College of Medicine, recently authored a textbook on hematology for the Postgraduate Institute of Medical Education and Research (PGIMER), in Chandigarh, India. It serves as a dedication to the founding hematology faculty at PGIMER.

Krishnan, an alum of PGIMER, served as the editor-in-chief of the multi-author publication …

2023-December-04-2023 Annual Etsu Holiday Lighting Ceremony, University Marketing And Communication, East Tennessee State University

ETSU News

The 2023 holiday lights will be turned on Monday, Nov. 13 in a special ceremony in Alumni Plaza in front of Burgin Dossett Hall.

East Tennessee State University illuminiated the campus at the annual holiday lights ceremony on Monday, Nov. 13, at 5:45 p.m. at ETSU’s Alumni Plaza.

Festivities included live music by the ETSU Jazz Ensemble, a movie, free hot cocoa, cookies and more.

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East Tennessee State University was founded in 1911 with a singular mission: to improve the quality of life for people in the region and beyond. Through its world-class health sciences programs and interprofessional …

Unpacking The Unconscious: Mortality Awareness And Its Effects On Consumer Engagement In Charitable Campaigns, Lois Warden

Honors Projects in Marketing

This research aims to investigate the interplay between terror management theory, self-other message framing, and psychological distance in influencing individuals’ perceptions, judgements, and behavioral responses, particularly in context of advertisements featuring animals of varying proximity to humans. The purpose of this research is to understand how mortality sensitivity and the categorizations of ‘self’ and ‘other’ impact individuals’ attitudes and intentions towards advertisements featuring animals. The research methodology employed involves experimental designs with manipulated salience of priming conditions (birth or death) and the presentation of animals (monkey as proxy to self and frog as distal to self) to gauge participants attitudes, …

2023-December-01-Why I Teach- Dr. Sharon Bigger, University Marketing And Communication, East Tennessee State University

ETSU News

This episode features Dr. Sharon Bigger, Assistant Professor in the College of Nursing. Dr. Bigger is a career hospice nurse and former medical interpreter who uses the lessons she has learned with her patients and her research to inspire our undergraduate and graduate students in the classroom and in their research endeavors. 

2023-December-01-The Borchuck Plaza Fountain, University Marketing And Communication, East Tennessee State University

ETSU News

Explore the rich history of ETSU's Borchuck Plaza. Learn more about the inspiring story of the trailblazing African American students, including Mr. George Nichols, who integrated the university and whose names are inscribed on the plaza wall -- and about plans for a new fountain to be dedicated in honor of their enduring legacy at ETSU. Mr. Nichols was also one of the first Black members of ETSU's storied ROTC program. 

College Girl's Guide To Fayetteville, Ar, Sydney Johnson

Human Nutrition and Hospitality Management Undergraduate Honors Theses

The mission behind creating the College Girl’s Guide to Fayetteville, AR was to ease the adjustment from high school to college for females attending the University of Arkansas. This is one of life’s most monumental transitions, often resulting in anxiety, depression, and loneliness, specifically among the female demographic. With that in mind, the intent of the guidebook was to develop culture, confidence, and community on campus. In the aftermath of Covid-19, loneliness on college campuses has become an epidemic in need of a university-wide solution to increase student satisfaction and retention. A research aspect that heavily impacted the project was …

Enhancing A Brand With The Introduction Of Merchandise And A Social Media Content Schedule, Rachel Imming

Theses

This project focuses on how to enhance a brand by incorporating merchandise for the brand and utilizing a social media content schedule to push out content consistently and uniformly. The primary beneficiary of this project is J.E.D.I. Brew Co, a small craft brewery out of Southern Illinois. The aim of the project is to study the important aspects of marketing and brand awareness, in order to help a brand better promote themselves. Ultimately, the project studies consumer engagement, advertising, experiential marketing, storytelling, and consumer behavior to help brands understand how these things affect and aid their business.

Diver Perceived Value And Satisfaction On The Mississippi Gulf Coast, Ka'lon Duncanson

Honors Theses

The Mississippi Gulf Coast is known for its coastal beauty and the tourism that comes from the recreational activities associated with the water. However, there appears to be an underserved segment of the tourism industry. The coast provides opportunities for local scuba divers to take part in a range of diving activities, but there is minimal support for this tourism activity in Mississippi. There is a need for greater understanding about what local divers value in their diving experiences and how this might lead to greater satisfaction with this activity. Along with overall perceived value, the argument is made that …

Crossing Digital Borders: An Exploration Of Changes In Exposure And Perceptions Of Other Cultures Via Social Media Platforms, Madison Mahoney

Marketing Undergraduate Honors Theses

Social media's explosive growth has revolutionized global connectivity, engaging billions of users and transforming how we learn and share in digital communities. Social media has enabled cross-cultural connectivity and cultural exploration, showcasing diverse lifestyles and customs.

In this Honors undergraduate thesis, research was conducted exploring the relationship between exposure to other cultures on social media and user's perception from seeing this content. This research gauged if there were more positive or negative associations for people from other countries or cultures due to exposure via social media, users' perception and reaction to culturally-insensitive content on platforms, and consumer reaction to culturally-oriented …

2023-December-01-Why I Teach- Dr. Joshua Reid, University Marketing And Communication, East Tennessee State University

ETSU News

In this episode, Dr. Josh Reid, Associate Professor of English, talks about how he engages his students with classical and early modern literature. He also shares his favorite books of the year.

Customer Service Brand Engagement Among International Students: The Roles Of Preferred University Brand Attainment, Thuy Nguyen, Qin Sun, Gopala Ganesh

Journal of Applied Marketing Theory

This research is motivated by the industry and academic needs to corroborate a holistic understanding of preferred service brand status and customer service brand engagement (CSBE). The study investigates the impact of achieving preferred university brand status and how different touchpoints in higher education influence the CSBE outcomes of host universities, as seen from the perspective of international students. Data was collected from 22 American Universities with at least 1,000 international student enrollments using an online survey. The study systematically defines and identifies appropriate touchpoints within the higher education decision-making journey. Second, the findings indicate variations in the experiences of …

Practicing And Marketing With Empathy In Libraries, Wren Daniel Ambroise

Library Philosophy and Practice (e-journal)

In 2017, Abigail Phillips, a postdoctoral fellow at Utah State University wrote, “The role of empathy in the library has been infrequently researched in library and information science (LIS) literature. However, as demonstrated in the reactions of libraries and librarians during recent social movements, empathy is a critical component of librarianship and routine library work” (Phillips 1). Over the last twenty years, numerous researchers have argued the same; this paper enters into conversation several texts from the late 2000s to the early 2020s that conceptualize the intersections between empathy marketing and librarianship and/or put them into practice. It first defines …

The Determinants Of Creator Performance On Creative Content Platforms: Evidence From Xiaohongshu And Bilibili, Caijun Xu

Dissertations and Theses Collection (Open Access)

Content creation platforms, including Douyin, Kuaishou, Xiaohongshu, and Bilibili, have emerged as significant drivers of employment and economic growth within the digital economy. These platforms invigorate online engagement and offline consumption, serving as vital conduits that merge China’s digital and real economies. Currently, China boasts over 10 million active content creators on its leading platforms, although their earnings are markedly uneven. While some top-tier creators garner substantial profits, the majority in the mid to lower tiers grapple with profit generation and encounter challenges in enhancing their creative performance. Against this background, this study delves into the antecedents of creative performance. …

Mda Workforce Survey Results Are In: Answers And Opportunities, Eric Knudsen Dds

The Journal of the Michigan Dental Association

This President's Message addresses critical workforce challenges in dentistry based on the Michigan Dental Association's (MDA) recent workforce survey. The survey identifies significant issues such as the shortage of dental professionals, wage stagnation, and the impact of retirement trends on the dental labor market. Findings indicate a need for immediate solutions, leading the MDA to develop initiatives targeting the return of registered dental assistants (RDAs) and registered dental hygienists (RDHs) to the workforce. The survey results emphasize the importance of competitive wages and desirable benefits to attract and retain dental staff. The MDA plans targeted advertising and free job postings …

2023 December, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2023.

Immersive Retailing: The In-Store Experience, Henrik Hagtvedt, Chandukala, Sandeep R.

Research Collection Lee Kong Chian School Of Business

This conceptual article explores why consumers visit physical stores—despite living in a digital-first world—and presents potential ways for retailers to further encourage offline shopping. Although online retailing tends to offer the greatest convenience, brick-and-mortar outlets can offer an immersive in-store experience that combines convenience and interest. The present exposition considers store features within a 2 × 2 typology of convenience and interest and illustrates how these features contribute, or fail to contribute, to immersive in-store experiences. Other factors, such as ambient stimuli that elicit sensory- and aesthetic pleasure, provide additional paths to immersion. The notions raised may serve as a …

The Persuasive Effect Of Ai-Synthesized Voices, Hannah H. Chang, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

Artificial intelligence (AI) technology seeks to emulate humans. One aspect is AI-synthesized voices, used in voice assistants (such as Amazon Alexa, Apple Siri, and Google Assistant) to assistive technologies (such as voiceover narration in product videos). For example, there are currently more than 3.25 billion voice assistants; a number that is expected to touch about 8 billion by next year (i.e., 2023) (Statista 2022). With the extensive availability and enhanced accuracy of AI-synthesized voices, consumer research is starting to examine the impact of AI-synthesized voices on consumer information processing and decision making. The extant literature, however, is relatively limited because …

Leveraging In-Store Technology And Ai: Increasing Customer And Employee Efficiency And Enhancing Their Experiences, Dhruv Grewal, Sabine Benoit, Stephanie Noble, Abhijit Guha, Carl-Philip Ahlbom, Jens Nordfalt

Research Collection Lee Kong Chian School Of Business

Due to digital innovations, retailing is undergoing radical changes. Scholars have proposed frameworks to address outcomes of implementing technology e.g., an increased customer experience, efficiency gains, consumer or employee acceptance. Existing frameworks concentrate primarily on the consumer perspective, focus on specific technologies (e.g., AI) and covering the customer journey. In contrast, this paper also focuses on the employee perspective, and how technology influences the employee journey. Since the convenience offered by online retailers puts offline retailers under pressure, this research focuses on in-store technology. Based on a comprehensive review of managerial and academic literature and expert interviews, we propose a …