Marketing Commons^™

2023-September-01-Bucs Go Beyond Slam Dunk Season, University Marketing And Communication, East Tennessee State University

ETSU News

This seven months has been probably the most remarkable of my professional career.

It was one of the joys of my life - really the greatest joys of my life; I've never been part of something like this as a coach.

I just haven’t.

A moment, when you realized, “This is it. This is something really, really special.”

Vandy! [laughter] [cheering]

We held them to 31 points, first of all, which is pretty impressive. That just showed that we can play defense for sure.

Yeah, I think it was just like a big statement.

Even when Coach Mock with this …

2023-September-01-Go Beyond The Classroom Mini-Grants, University Marketing And Communication, East Tennessee State University

ETSU News

Creating simulations that train nurses to perform medical procedures, teaching gardening and nutrition to local elementary school students and preparing tax returns for community members are just a few examples of opportunities that are available for East Tennessee State University students to get hands-on experience while making a positive impact on the region.

These experiences are among five initiatives that will receive ETSU’s inaugural “Go Beyond the Classroom” mini-grants, designed to enhance and expand community-engaged learning in courses, programs and co-curricular experiences.

“Community-engaged learning provides the opportunity for our students to make connections between their academic course content and …

2023-September-01-Suicide Prevention Awareness Month, University Marketing And Communication, East Tennessee State University

ETSU News

Fall is a magical time on campus. The start of the academic year brings with it a plethora of opportunities, experiences, and possibilities. However, amidst the buzz of our vibrant campus life, it is easy to feel overwhelmed, juggling academic pursuits with personal responsibilities and the many extracurricular experiences ETSU has to offer.

Nationally, campuses are witnessing a mental health crisis. Recognizing the gravity of this situation, earlier this month, I signed a proclamation designating September as "Suicide Prevention Awareness Month" at ETSU. The recognition is not just an acknowledgment of the seriousness of the issue but a call to …

2023-September-01-Etsu Names New Director Of Institute For Appalachian Music And Culture, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University’s Center of Excellence for Appalachian Studies and Services has appointed Dr. Lee Bidgood as director of the Institute for Appalachian Music and Culture. 

“We are excited by the prospect of this new Institute, which will greatly enhance our ability to serve our communities and celebrate the cultural traditions of our region. Dr. Bidgood’s proven track record as a musician and scholar makes him the ideal person to lead this effort,” said Dr. Ron Roach, chair of the Department of Appalachian Studies and Center director.

An accomplished musician, Bidgood performed with the Steep Canyon Rangers and …

2023-September-01-Etsu Trustees Approve New Women's Athletics Program, University Marketing And Communication, East Tennessee State University

ETSU News

During its regular quarterly meeting held earlier today, the East Tennessee State University Board of Trustees set a new direction for the university's future in athletics and commemorated significant milestones in student enrollment.

New athletics program

To provide additional athletics opportunities for women, the board approved the establishment of a new women's Acrobatics and Tumbling athletics program. It is currently recognized as an emerging sport by the NCAA and is expected to achieve NCAA Championship Sport status by 2024.

Fifty-three other colleges currently offer the sport. The university has marked out a strategic roadmap for the program, with plans to …

2023-September-01-A Conversation With Etsu Faculty Patrick Brown, University Marketing And Communication, East Tennessee State University

ETSU News

After more than a decade of teaching at East Tennessee State University, Dr. Patrick Brown does not "stand still” in his instructional design.

Brown, an associate professor in the ETSU College of Public Health’s Department of Health Sciences, chaired the committee that helped to lay the groundwork for ETSU’s Center for Teaching Excellence (CTE), and he continues to champion teaching excellence at ETSU and nationally as an expert in the POGIL (Process Oriented Guided Inquiry Learning) method of instruction.

Throughout his 13 years of teaching at ETSU, Brown has seen tremendous changes in the classroom.

“The normalization of online learning …

2023-September-01-Etsu Board Of Trustees To Hold Quarterly Meeting September 15, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University’s Board of Trustees will hold its quarterly meeting and several committee meetings on Friday, September 15.

All meetings will be conducted in person at the D.P. Culp Student Center, East Tennessee Room.

Meetings are scheduled as follows:

• Academic, Research, and Student Success Committee – 8 a.m.
• Finance and Administration Committee – 9:45 a.m.
• Audit Committee – 11:30 a.m.
• Board of Trustees Meeting – 1:30 p.m.

Committee meeting times are approximate and will begin following the conclusion of the previous meeting. When they become available, the agenda and accompanying materials for the meeting will be posted at …

2023-September-01-Etsu Launches $3.4 Million Project Through Biomade, University Marketing And Communication, East Tennessee State University

ETSU News

In recent years, government, business and education leaders across the United States have started working collaboratively to make clear to high school students and others that bioindustrial manufacturing is a reliable and growing career path.

East Tennessee State University is playing a leading role.

BioMADE, a national institute with a mission of helping secure America’s future through bioindustrial manufacturing innovation, education and collaboration, has awarded the university $1.3 million in project funding. The grant total exceeds $3.3 million when including costs shared by ETSU and partners.

“East Tennessee State University is proud to take a proactive role in advancing educational …

How Does Advertising Salience Impact Conversion Rates? The Mediating Role Of Consumer Engagement, Yu Cheng

Dissertations and Theses Collection (Open Access)

Previous studies have mainly analyzed the relationship between advertising salience and conversion rates using subjective data from questionnaires or experiments. However, existing researches have not provided a clear explanation of how advertising salience affects conversion rates. In contrast to the existing literature, this study utilizes objective data from advertising agencies and establishes a mediation model to investigate how advertising salience influences conversion rates in news feed advertising. Empirical research shows that consumer engagement serves as a mediating variable between advertising salience and conversion rates, while market share, regional marketization level, and regional income level play moderating roles in the relationship …

Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat

Journal of Global Business Insights

As internet usage grew, social media sites proliferated, and consumers began to use them more frequently. On social media, people share their daily lives, but they also express what they want to symbolize. This sharing includes conspicuous buying or consumption, presenting both opportunities and challenges for organizations. Therefore, the aim of this research was to investigate how the intensity of Instagram’s usage as a social media platform affects conspicuous consumption. The data was gathered through a questionnaire administered to Instagram users (N = 230). Partial least squares structural equation modeling (PLS-SEM) determined the effect of the intensity of Instagram’s …

The Effect Of Consumer-Based Authenticity On Attachment And Social Networks In Digital Context: Case Of Moroccan’S Terroir Products, Fatima E. Ouboutaib

Journal of Global Business Insights

The focus of this paper is to conceptualize and measure consumer-based authenticity as well as its effects on social networks (SN) and attachment. In addition, it explores the effect of consumer attachment. In order to address this focus, it suggests a framework for analyzing this relationship by using the Partial Least Squares Equation Modeling. This study utilizes applied quantitative research in the Moroccan context. The results showed that consumer-based authenticity represents a marketing tool that can influence purchase intention. The key contribution of this research is the feature of consumer authenticity that influences social network confidence. Consumers need to …

Adaptation Of Small And Medium-Sized Enterprises In The Food Sector During The Pandemic: Position The Brand As Part Of The Community, Hardian E. Nurseto, Nila A. Windasari, Prasanti W. Sarli

Journal of Global Business Insights

This study explains how small and medium-sized enterprises (SMEs) in the food sector adapted during the pandemic. In-depth, semi-structured, hybrid interviews were conducted with fifteen SME owners in the food sector in Bandung, Indonesia. The study describes five business adaptation strategies using service-dominant logic (S-DL) and structural-functionalism theory: (a) relationship adaptation with suppliers and landlords, (b) employee adaptation, (c) product and sales adaptation, (d) operations adaptation, and (e) promotion adaptation. Findings show a holistic view of actor involvement in the business adaptation process linked to altruism, in which the business and all actors (i.e., suppliers, landlords, customers, employees, government, online …

Impact Of Sex In Luxury Fashion Advertisements On Brand Attractiveness And Identification, Alyssa Dana Dana Adomaitis, Diana Saiki, Juan Del Pozo Severino

Publications and Research

Purpose

This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States.

Design/methodology/approach

A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement …

Macroeconomic Determinants Of Non-Performing Loans In Malaysia, Hui Ying Tan, Tuck Cheong Tang

International Journal of Management, Finance and Accounting

This study re-examines the macroeconomic variables those explaining the outstanding balance of non-performing loans (NPL) in Malaysia, namely interest rate, unemployment rate, output, and price level. It covers 11 financing sectors between commercial and Islamic banks, for examples, primary agriculture, electricity, gas and water supply, manufacturing, household sectors, and so on. The data covers monthly observations for the period 2019-2021. Given non-stationarity property in nature for the variables, the ordinary least square (OLS) estimator applies for the first-differenced variables. The empirical results show that higher output reduces overall NPL including of Islamic banks but is inelastic. The past NPL explains …

A Systematic Review: Risk Management Of Cloud Computing Projects In Healthcare, Muhammad Afif Fathullah, Anusuyah Subbarao, Saravanan Muthaiyah

International Journal of Management, Finance and Accounting

Cloud computing has become a major driver for innovation in this technological age. All sectors around the world have increasingly moved towards cloud adoption including the healthcare sector. However, cloud computing projects with other IT projects come with their own set of risks that could be costly for organizations if they materialized. This study aims to provide an understanding of the risks of cloud computing projects in healthcare by using a systematic literature review augmented by the constant comparison method.63 articles from five major databases written from the year 2010 to 2022 were reviewed as they are related to cloud …

Factors Affecting Customer Satisfaction On Online Shopping: An Empirical Study, Fong Yok Yan, Tan Booi Chen, Lau Teck Chai

International Journal of Management, Finance and Accounting

This paper examines the effect of website layout, privacy and security, customer experience, customer service, and product delivery service on online shopping satisfaction in Malaysia. With swift economic development and advanced digital technology infrastructure, online shopping in Malaysia is undergoing transformation. Businesses are advised to change their business operation towards digitalization. In this study, the survey link containing the questionnaire was sent to 300 respondents randomly via several online social media platforms. As a result, 257 responses were received with 85.67% of the response rate. Based on the findings from the multiple regression analysis, website design, customer experience, and product …

The Necessity Of Financial Literacy For Women Business Triumph: A Qualitative Study, Nur Iylia Syafiqah Binti Abdul Malik, Mohd Rizal Bin Abdul Razak, Al-Mansor Bin Abu Said

International Journal of Management, Finance and Accounting

Women entrepreneurs continue to be the torchbearers of society and nations in their pursuit of economic growth and social development through employment creation, innovation and poverty reduction. Nonetheless, financial literacy is an intangible resource that is required for growth, success, and long-term competitive advantage. However, a notable hindrance to the progress of women entrepreneurs is the absence of adequate financial literacy. The objective of this research was to ascertain the importance of financial literacy concerning the achievement of women entrepreneurs. In order to achieve the research objectives, a qualitative investigation was conducted, wherein interview data was gathered according to the …

Perceptions Of Islamic Banking Among Post Millennials: A Study On Muslim Students, Aysa Siddika, Abdullah Sarwar, Fouzia Khan

International Journal of Management, Finance and Accounting

This study aimed to understand the perception of Islamic banking among post millennials Muslim students and explore their expectations towards Islamic Shariah compliant banking. The study uses qualitative method to understand respondents’ subjective views. Semi-structured interviews are used among the Muslim students studying at public and private universities in Malaysia. Twelve students were selected using purposive sampling. The analysis revealed that religious motives, efficient services, and convenience in terms of online banking and ATM services are factors in bank selection. The study found that the students’ perceptions of their understanding of Islamic banking are not sufficient, and there is a …

Exploring The Role Of Technology In Brunei Darussalam's Public Sector During Strategy Implementation, Afiqah Amin

International Journal of Management, Finance and Accounting

The paper explores and isolates factors related to the role of technology during strategy implementation in the public sector. In pursuit of the objective, the actor-network theory (ANT) is used to explore the relationship between the entities in the public sector in using technology to implement strategy, which does not just involve the technical aspect but also the behavioural and organizational aspects. A qualitative exploratory study can better understand the role of technology infrastructure in the public sector by analysing the conceptions of organizational players that require technology to implement the strategy. Technology infrastructure in the public sector was perceived …

Managing The Nigerian Economy Through Fiscal Deficit, Umar Bala, Badamasi Salihu Uba, Adamu Yahuza Haruna

International Journal of Management, Finance and Accounting

This study examined how fiscal deficit, exchange rate, and inflation rate impacted the economic growth of the Nigerian economy from 1980 to 2019. The cointegration connection in the study was discovered using the autoregressive distributed lag (ARDL) bound test. The analysis found that, while inflation and the exchange rate have a positive and significant relationship with the Nigerian economy, the fiscal deficit has a negative but relatively insignificant effect on the country's GDP. The Nigerian government should stabilise the currency's external value and prevent it from falling in value in the short term. Such policies should be developed to encourage …