Marketing Commons^™

2023-December-20-Etsu Unveils 2023 Holiday Video Featuring A Star-Studded Cast, University Marketing And Communication, East Tennessee State University

ETSU News

Welcome to Buccaneer Land!

East Tennessee State University (ETSU) proudly announces the release of its much-anticipated annual holiday video. This year, we're dialing up the charm and nostalgia by taking a whimsical journey to "Buccaneer Land," a magical realm inspired by the hit Barbie movie. Prepare to be transported to a world where dreams come alive and creativity knows no bounds!

A Star-Studded Buccaneer Spectacle

Our 2023 edition features a lineup of talent that's nothing short of spectacular. Bringing together a diverse cast from across the campus, the video showcases the many ways to shine in the Buccaneer community. …

2023-December-20-Encouraging Yps To Give Back Through Service.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Helping a relatively new organization to grow and serve the region is one of several items on the plate of East Tennessee State University’s Nathan Farnor for the new year ahead.

Farnor, coordinator of Leadership and Civic Engagement at East Tennessee State University, is chair-elect of the Young Professionals of Johnson City (YPJC) for 2024.

YPJC will celebrate its second anniversary in February. Farnor, who joined the organization in the fall of 2022, has served this year as a member of the Young Professional Advisory Council. In addition to providing guidance on YPJC’s priorities and programming, this council offers support …

Refereed Research - Learning From Subsistence Marketplaces And Beyond: A Cross-Sectoral Comparison In Benin, Paul Ingenbleek, Souleimane A. Adekambi, Hans C.M. Van Trijp

Subsistence Marketplaces

Subsistence Marketplaces publishes studies that study consumers, entrepreneurs, and marketplaces from a broad range of low income contexts in their own right, transcending the boundaries between sectors and disciplines to derive practically meaningful implications. This paper contributes to accomplishing the mission of the new journal by contextualizing market learning theory to subsistence marketplaces. More specifically, the study links two modes of market learning (exploration and exploitation) with producers’ livelihood performance. It hypothesizes that within subsistence marketplaces, producers benefit the most from exploration but to seize a market opportunity beyond the subsistence context, BoP producers should strengthen their exploitative learning processes. …

The Effect Of Adding Students To School-Parent Communication To Improve Parental Attendance At School Events, Amanda Sue Kirby Hart

Doctoral Dissertations and Projects

This quantitative, quasi-experimental static group comparison study aimed to determine parents' perspectives on their school involvement and the effects of student influence on parent attendance at school events when communication methods included students and parents. Communication about ways parents can become involved with their student's school is vital in improving the connection between parental involvement and student achievement. Sample participants included the parents of 381 elementary school students (Kindergarten-Fifth Grades) of one public charter school. The parent involvement events consisted of two asynchronous parent involvement videos, one for reading and one for math, delivered through the Family Involvement Questionnaire emailed …

2023-December-18-Etsu Psychology Working To Meet National Needs.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

The results are consistent, as well as troubling.

For three straight years, psychologists across the United States report seeing patients enduring an increase in mental health symptoms, often resulting in longer treatment time.

The gist: Psychologists aren’t sure they can meet the incredible need, according to the annual survey from the American Psychological Association.

Prizing hands-on learning and relevant research, East Tennessee State University is working to produce students well prepared to meet this nationwide concern.

“There are several ways in which our department is helping our students enter the workforce in order to make a real-world impact in the …

2023-December-18-Etsu Reports Record $70.4 Million In Sponsored Program And Research Funding.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

From research in rural health to work in the booming field of biotechnology, East Tennessee State University aims to generate scholarship that has a real-world impact both in the region and beyond.

And in the last fiscal year, ETSU earned an impressive $70.4 million in external awards. That funding goes toward pushing major advancements in a range of diverse fields.

“ETSU is certainly known for the immense and engaging hands-on learning experiences we offer our students with a goal of helping them move from enrolled to employed,” said Dr. Kimberly D. McCorkle, ETSU provost and senior vice president for Academic …

2023-December-18-Etsu Students Contributing Important Research On Appalachia.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

A group of students from East Tennessee State University recently presented a capstone research project in the nation’s capital, examining intersections between economic development and health disparities within underserved and historically Black communities in Washington County, Tennessee.

The group was among 130 students from 13 colleges and universities in 10 Appalachian states participating in the 23rd annual Appalachian Collegiate Research Initiative (ACRI). Sponsored by the Appalachian Regional Commission (ARC), the ACRI capstone symposium is organized by the Center of Excellence for Appalachian Studies and Services at ETSU.

The findings presented by students from ETSU’s Department of Appalachian Studies are from …

Trust And Website Conversion In Consumer Responses To Green Product Purchasing: A New Perspective Through The Lens Of Innovative Website Design's Technology Integration, Wutthiya Aekthanate Srisathan, Chavis Ketkaew, Narissara Jantuma, Phaninee Naruetharadhol

Publications

This study aims to investigate the role of trust and website conversion in consumer responses to green product purchasing, with a new perspective through the lens of innovative website design's technology integration. To achieve this objective, an online survey was conducted with a sample of 384 consumers in Thailand. The results reveal that user trust in innovative website design are significant predictor website conversion in consumer responses to green product purchasing. Innovative website design's technology integration positively influences anticipated website usability and anticipated website quality requirements, which, in turn, enhances trust and leads to increased consumer conversion to green product …

2023-December-16-Etsu Celebrates Class Of Fall 2023, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University celebrated more than 1,400 members of the Class of 2023 during two Commencement ceremonies held at the Ballad Health Athletic Center today.

During the morning ceremony, Dr. Jessica Burchette, associate professor of Pharmacy Practice at ETSU Bill Gatton College of Pharmacy, was the keynote speaker. Burchette is the 2023 recipient of the ETSU Distinguished Faculty Award in Teaching, the highest teaching honor bestowed by the university.

In her remarks, Burchette provided five tips to the graduating class. Among them, she encouraged the graduates to “prioritize people” and to find ways to serve and be generous.

“When …

Factors Affecting Adoption Of Tiktok Among Students In The Dhaka City Area., Mahafizur R. Jim, Muhammad I. Alam

Business Review

This study investigates the factors affecting adoption of TikTok among the students in Dhaka city area. A structured survey questionnaire was developed through the survey tool, Google form and data were obtained from 529 respondents living in various locations of Dhaka city by an online survey method through using the social media platform, Facebook. Moreover, the multiple regression analysis was performed to test the research hypotheses. Results show that students perceive this app in a different way and do not consider this app as a great source of enjoyment. Moreover, they do not perceive this app as a decent media …

2023-December-14-Etsu Trio Celebrates First-Generation Students.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

“The fact that I got into college was just a dream come true.”

This statement is true for East Tennessee State University senior Chloe Salyer and resonates with many other first-generation college students.

The journey of a first-generation student may not be the same journey that their peers encounter, but certainly displays the resilience and perseverance of those working toward a college degree.

“In a lot of cases, first-generation students have overcome so many obstacles to be in college, and we are just so fortunate that they are here,” said Dr. Erin Messmer, assistant director for TRIO Student Support Services …

2023-December-12-Students Host Brown Bag Event For Older Adults, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (December 12, 2023) — Keeping track of numerous prescription medications can be confusing and at times overwhelming for people of any age. Student pharmacists at East Tennessee State University Bill Gatton College of Pharmacy recently offered their expertise to older adults at the Johnson City Memorial Center to help them improve their health through better management of their medications.

Dubbed a “Brown Bag Event,” older adults were invited to bring their medications and supplements in a bag and meet with student pharmacists, who would then check for any potential drug interactions in an online database. Vanna Labi …

2023-December-12-Etsu To Hold Commencement Ceremonies December 16.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University will confer 1,413 degrees to members of the Class of 2023 during two Commencement ceremonies on Saturday, December 16, at 10 a.m. and 2:30 p.m.

Both ceremonies will take place in the ETSU Ballad Health Athletic Center (Mini-Dome). The events also will be livestreamed. Livestream links will be available at etsu.edu/commencement.

The 10 a.m. ceremony will recognize graduates of the College of Arts and Sciences, Biomedical Sciences, College of Business and Technology and College of Clinical and Rehabilitative Health Sciences.

Dr. Jessica Burchette, a faculty member in ETSU Bill Gatton College of Pharmacy and …

2023-December-12-Etsu Rotc Cadets Will Earn Commissions.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

The community is invited to celebrate the commissioning of cadets in the Army ROTC Program at East Tennessee State University, an elite program that is ranked No. 1 in the Volunteer State.

The 1 p.m. ceremony is in the Brown Hall Auditorium, located on the university’s main campus along Stout and Sherrod Drive near University School, on Friday, Dec. 15.

ETSU alumni Gary McAllister, a retired colonel, will be the guest speaker. The university inducted McAllister, a 1983 ETSU graduate with a distinguished military career, into the ROTC Hall of Fame earlier this year.

On Friday, the following ETSU cadets …

2023-December-12-Etsu Student Will Fulfill Promise At Commencement.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

All of the East Tennessee State University students who cross the commencement stage later this month will no doubt feel a range of emotions, from a deep sense of pride and excitement to reflective nostalgia and gratitude.

It will be especially meaningful for senior James “Jack” Smithey, an interior architecture major who already has a job lined up in Nashville.

On December 16, 2009 – 14 years to the day from ETSU’s commencement ceremony – he made a promise to his dad.

The pledge: He would attend and ultimately graduate from college.

“My grandfather had gotten into some trouble, and …

Social Media Marketing: Coffee Chains, Sunny Woods

Whittier Scholars Program

Coffee chains use various marketing strategies on social media to engage their target audience. I specifically examined Coffee Bean & Tea Leaf, Starbucks, and Dunkin’ through their content and the number of likes and comments on Twitter, Instagram, and Facebook for the year of 2022. I found that Coffee Bean & Tea Leaf uses psychographic segmentation, real time marketing, and seasonal marketing for their content. They focused on targeting users who live in California by posting content that goes along with California’s weather, such as cold drinks even in the winter time. Starbucks posted content that was emotion evoking, action-inducing, …

2023-December-11-Helping Our Middle Tennessee, Kentucky Neighbors.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

p>East Tennessee State University has updated its ETSU Response website to provide information on support for those affected by the Dec. 9 tornadoes that struck Middle Tennessee and Kentucky.

The website, etsu.edu/response, provides links and contact information for those who wish to provide volunteer or monetary support to relief agencies working with the people impacted by the tornadoes. Six people were confirmed dead in Clarksville and Madison, Tennessee, and the storms also left extensive property damage.

While the ETSU Dean of Students office is reaching out to offer support and assistance to students who have homes in the …

2023-December-10-Illuminating The Path I Want To Take, University Marketing And Communication, East Tennessee State University

ETSU News

Internships are the strength of ETSU’s Applied Data Science grad program

It’s an age-old conundrum. Employers want to hire candidates with experience. But how do you get that experience without someone giving you a chance?

One way is internships, many of which are available to students in academic programs throughout East Tennessee State University. One of those is ETSU’s Applied Data Science Master’s Degree Program, where students are getting valuable experience from the hands-on work they’re doing with entities from local small businesses and government to internationally known companies.

Applied data science is the study of techniques for collecting, …

2023-December-08-Etsu Celebrating Reaffirmation Of Accreditation.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University is celebrating a milestone that occurs only once every 10 years: reaffirmation of its accreditation by the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC).

The reaffirmation announcement was made at the SACSCOC annual meeting on Dec. 5. ETSU received full reaccreditation status with no findings or recommendations.

“ETSU must undergo the reaffirmation process every 10 years to ensure that the institution continues to deliver high-quality educational programs, operate efficiently and progress toward its public mission,” said ETSU President Dr. Brian Noland. “This successful reaffirmation is not just a mark of institutional success; it …

Engaging An Unengaged Demographic: A Phenomenological Study Of Christian Millennials’ Engagement With Religious And Nonreligious Memberships, Stephanie F. Prince

Doctoral Dissertations and Projects

Church membership is declining worldwide. Studies show that Millennials are less likely to belong to a church than previous generations. Even among churched Millennials, only 48% of church-attending Millennials are church members. Simultaneously, organizations such as health, fitness, and social clubs are seeing an increase in Millennial membership growth. Brand loyalty is high among Millennials, but church loyalty is low even among practicing Christian Millennials who attend church at least once per month. The purpose of this qualitative phenomenological study was to explore how practicing Christian Millennials understand the nature of engagement with church and nonreligious memberships and the factors …