Marketing Commons^™

Cross-Period Impatience: Subjective Financial Periods Explain Time-Inconsistent Choices, Minkwang Jang, Oleg Urminsky

Research Collection Lee Kong Chian School Of Business

Inconsistency in consumer time preferences has been well established and used to explain seemingly short-sighted behaviors (e.g., failures of self-control). However, prior research has conflated time-inconsistent preferences (discount rates that vary over time) with present bias (greater discounting when outcomes are delayed specifically from the present, as opposed to from a future time). This research shows that time-inconsistent preferences are reliably observed only when choices are substantially delayed (e.g., months into the future), which cannot be explained by present bias. This seeming puzzle is explained by a novel cross-period discounting framework, which predicts that consumers are more impatient when choosing …

Student Perceptions And Preferences Of University-Affiliated Athletic Merchandise And Logos, Robin Hardin, Michelle L. Childs, Kirby D. Simpson

Journal of Applied Marketing Theory

College sports are certainly ingrained in the fabric of American society, and a significant aspect of this phenomena is the pageantry associated with college sports. This pageantry includes team logos and official team colors, and both are important aspects of fandom and team identification. Utilizing social identify theory as the theoretical framework for this research, the purpose of this study was to examine students’ university-affiliated athletic merchandise and logo preferences and related behaviors. Two focus groups were conducted with results showing three major themes, where students demonstrated polarizing views and opinions. These themes were (a) fashion and function, (b) orientation …

Real But Fictional: A Research Agenda Of Virtual Influencers For Brand Communications In Social Media Marketing, Lei Huang

Journal of Applied Marketing Theory

With the rise of virtual influencers (VIs) and their impacts on influencer marketing, this paper proposes a future research paradigm on how to develop brand communication strategies through a novel understanding of VIs from both the consumer and company perspectives. Built on the parasocial interaction theory and the human brand theory, six propositions aim to provide research guidelines for influencer and social media marketing by leveraging the use of VIs in a brand-consumer relationship. The theoretical and managerial implications are also discussed.

The Digital Engine Model: Generating Leads Through The Application Of Dcm And Inbound Marketing, Kyle A. Huggins, John D. Hansen

Journal of Applied Marketing Theory

Digital Content Marketing (DCM) has become a primary tool for marketers in driving lead generation in today’s digital marketing world. Leading brands are creating and curating content trying to build brand equity and trust, connecting content to consumer action through brand story. And while strong theoretical models of content marketing have been discussed in the marketing literature, like Hollebeek and Macky (2019), there is a dearth of understanding about the application and direct impact of organic digital content strategies on marketing directives. This paper investigates an applied model, called The Digital Engine, which provides instruction on proper inbound marketing techniques …

Comments From The Editors, Tulay Girard, Melek Meral Anitsal

Journal of Applied Marketing Theory

Comments from the Editors:

We welcome you to the current issue of the Journal of Applied Marketing Theory. The Journal of Applied Marketing Theory (JAMT) aims to provide a reputable platform for publishing academic research that advances marketing knowledge and offers insights for marketing managers.

In the current issue, we are pleased to present six manuscripts that offer unique insights into several diverse topics. Each article received praise from our review team and we are happy to have the opportunity to present them to you in this edition of JAMT.

Psychosocial Factors Affecting Intention To Play Esports, Soojung K. Park, Jennifer Y. Mak, Lei Ouyang

Journal of Applied Marketing Theory

According to a report by Newzoo (2023), global e-sports revenue will reach US$187.7 billion in 2023, a year-on-year increase of 2.6%. By understanding the motivations of esports players, marketers can tailor their strategies, messages, and products better to meet the needs and desires of the esports community, ultimately enabling more effective marketing campaigns and increased brand success. This study explored the psychosocial factors that influenced esports participation and attempted to identify the most influential motivational factor among these three factors: enjoyment, escapism, and social interaction. The data for analysis is based on reliable responses from 200 eSports players gathered through …

Digital Vs. Traditional: Comparing Sales Students' Initial Post- College Career Search Preferences Before And After Covid-19, Linda Mullen, Randy Stuart, Michael L. Thomas

Journal of Applied Marketing Theory

This study explores the impact of the COVID-19 pandemic on the

career search strategies of college students studying professional

sales. The research consists of a post-pandemic study that is

compared to a previous study conducted pre-pandemic in 2019. The

paper investigates the preference of sales students for digital

media versus face-to-face interactions in their career searches.

The pre-pandemic study revealed that while sales students

engaged with digital media, they still heavily relied on traditional

methods. The post-pandemic results differed primarily in students’

interviewing preferences. Despite the challenges posed by the

pandemic, students continue to utilize both online and traditional

resources. …

2023-November-30-A Passion For Paleontology.Pdf, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Technically, they met on the ETSU campus – not in a classroom, but in a lab at the Gray Fossil Site back in 2016.

And their official first date was an end-of-semester party for a geosciences class both were auditing.

Collins Chew and Janice Hornburg weren’t the typical college students. Both were relishing life in their golden years. Collins had been married for more than 60 years and was now a widower. Janice had been married when she was younger but had been single for 37 years…with no plans to change her status.

They volunteered at the site together, had …

2023-November-30-How To Manage Finals Week Stress.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Ever had that dream where you walk into class the day of the final exam, and in the very moment when you panic, realizing you’ve not been to class the entire semester, haven’t taken one note and haven’t cracked open the textbook, you wake up with a jolt?

Hopefully no East Tennessee State University students find themselves in the predicament of that common dream in reality, but the feelings of stress and anxiety surrounding end-of-semester projects and studying for final exams are all too real for many.

Finals Week as well as the week before – commonly called “Dead Week,” …

De-Influencers And Social Media Trends, Misha Harneja, Emma Han

Student Scholar Symposium Abstracts and Posters

Influencers are content creators who collaborate with brands to promote a brand image or specific products to their followers.

In a new social media trend, influencers have also become “deinfluencers” who advocate against certain behaviors or products. Throughout this project, we aim to understand the new “trend” of “deinfluencers”.

The diversity of opinions and motivations for deinfluencers makes it challenging to uncover their motivations for creating this type of content. Our project combines secondary data research on popular press articles and primary data collection on Instagram and TikTok.

2023-November-29-Roundup- Etsu Arts Events In December.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

As the calendar turns to December, East Tennessee State University’s campus is a flurry of activity as students and faculty wrap up the fall semester and prepare for finals week and commencement. And much of that activity takes place in the arts.

ETSU is home to a thriving arts community, and the university invites the community to celebrate the holidays with music and film and take in an art exhibit in the days ahead.

Department of Music

• An ETSU Percussion Faculty Recital featuring the world premieres of two new works for percussion will be held Friday, December 1, …

2023-November-28-Alumnus Utilizes Pharmacy Informatics Training In New Role, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The nearly 1,000 alumni at ETSU Gatton College of Pharmacy serve all over the country in a variety of career specialties that continue to expand beyond traditional roles in community pharmacies.
 
One alumnus from the Class of 2023 has taken a unique role in pharmacy informatics, which focuses on utilizing medication-related data and knowledge within healthcare systems to help deliver optimal medication-related patient care and health outcomes. Dr. Jonathan Holan recently moved to Verona, Wisconsin, near Madison for a new position as a Clinical Project Manager at a company called Epic.
 
“My role is a clear departure from the conventional …

2023-November-28-Better Workplaces Tennessee Launches Workplace Recognition Program.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Better Workplaces Tennessee, an innovative, data-driven initiative designed to transform workplace culture, announced its official launch, marking a historic collaboration between the Tennessee Department of Health and the Strong BRAIN Institute at East Tennessee State University.

Supported by the Appalachian Promise Alliance, internationally recognized author and speaker Becky Haas and the ETSU Research Corporation, this initiative is set to transform workplace experiences for both employees and the people they serve.

Better Workplaces Tennessee is committed to applying trauma-informed science and training best practices to revolutionize organizational cultures, creating safer, more inclusive and empowering work environments. This groundbreaking recognition …

2023-November-28-Etsu Great Lecture Series Continues December 8.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Drs. Lee Bidgood, Nick Hagemeier and Gary Henson will be featured in the second installment of East Tennessee State University’s Great Lecture Series.

The new lecture series, which began in October, celebrates and showcases the work of faculty who have recently been promoted to full professor at ETSU. Faculty play an integral role in the mission of ETSU through their teaching, research and service, and this lecture series provides them an opportunity to share their work with the broader community.

The second installment will be held Friday, Dec. 8, at 2 p.m. in the East Tennessee Room on the second …

2023-November-27-Etsu Will Screen 1954 Classic, ‘White Christmas’.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University is doing its part to ignite the holiday spirit in the Appalachian Highlands.

That trend continues on Friday, Dec. 1, when the 1954 musical, “White Christmas,” will be screened at the newly renovated Bud Frank Theater.

The screening starts at 7 p.m.

“We invite the community to visit our campus and enjoy this free screening,” said Dr. Chelsea Wessels, associate professor in the Department of Literature and Language. “This is a fabulous way to get into the holiday spirit and join ETSU as we strive to enrich the Appalachian Highlands through the arts.”

For generations, …

2023-November-27-‘Creating Better Workplaces’.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

“Creating Better Workplaces: A Trauma-Informed Approach” is the topic of an upcoming presentation in the East Tennessee State University Ballad Health Strong BRAIN Institute (SBI) Resilience Series.

Dr. Wallace E. Dixon Jr. will be the speaker for the free virtual presentation on Tuesday, Dec. 5, at noon. Participants may register for the Zoom link.

In his presentation, Dixon, founding director of the SBI and a professor in the Department of Psychology at ETSU, will discuss how workplace leaders can maximize the productivity of their units by promoting employee satisfaction and belongingness through a sustainable commitment to trauma-informed practices.

This Resilience …

2023-November-25-Etsu Plays Critical Role In State Mitigation Plan.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Continuous downpours in August 2021 created catastrophic flooding.

The wildfires that raged in November 2016 scorched more than 90,000 acres.

And the tornadoes that roared through in 2011 left several dead.

Natural disasters occur on occasion in the Volunteer State, and having thorough plans in place to help minimize the destruction is critical.

East Tennessee State University is playing an important role on this front.

Earlier this month, the state of Tennessee announced that the 2023 Tennessee State Hazard Mitigation Plan had earned formal approval from the Federal Emergency Management Agency.

“This report provides the most current understanding of risk …

2023-November-24-Yao Named Quillen College Of Medicine’S Dishner Chair Of Excellence.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Dr. Zhi Q. Yao, division chief of research and director of East Tennessee State University’s Center of Excellence in HIV/AIDS in the Quillen College of Medicine, has been named the college’s Paul Dishner Chair of Excellence in Medicine.

Established in 1989, the primary focus of the Dishner Chair of Excellence in Medicine is to enhance research efforts in the Quillen College of Medicine.

He is well-suited for the task.

During his time at ETSU, Yao has brought more than $10 million in grant funding for his research either as the principal or co-principal investigator on numerous research projects and …

2023-November-22-Etsu Professor Named Rural Health Fellow By National Rural Health Association, University Marketing And Communication, East Tennessee State University

ETSU News

Balio’s research focus at ETSU is centered on Medicaid, governmental public health systems and social determinants of health.  

Dr. Casey P. Balio, an assistant research professor with East Tennessee State University’s Center for Rural Health Research in the College of Public Health, has been named a 2024 Rural Health Fellow by the National Rural Health Association.

The NRHA announced its incoming class of Rural Health Fellows last month, with 17 fellows selected to participate. Each year, the NRHA selects highly motivated individuals who have proven their dedication to improving the health of rural America through their educational and professional …

2023-November-22-Balio Named Rural Health Fellow By National Rural Health Association.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Dr. Casey P. Balio, an assistant research professor with East Tennessee State University’s Center for Rural Health Research in the College of Public Health, has been named a 2024 Rural Health Fellow by the National Rural Health Association.

The NRHA announced its incoming class of Rural Health Fellows last month, with 17 fellows selected to participate. Each year, the NRHA selects highly motivated individuals who have proven their dedication to improving the health of rural America through their educational and professional experiences.

The yearlong program aims to develop leaders who can articulate a clear and compelling vision for rural …