Marketing Commons^™

2023-June-08-Good As Gold, University Marketing And Communication, East Tennessee State University

ETSU News

(June 8, 2023) From a fun reality-style competition starring East Tennessee State University’s mascot to a campaign highlighting the hands-on learning opportunities available to students, ETSU recently earned accolades for finding innovative ways to connect with audiences across the state.

At the Tennessee College Public Relations Association’s 2023 Communication Awards held in Gatlinburg last month, ETSU received three gold awards, a silver award and a bronze award for work produced by ETSU’s Office of University Marketing and Communications.

Winning a gold award in the “Overall Promotion Campaign” and nominated for “Best in Show” was ETSU’s Go Beyond the Classroom …

2023-June-08-Powered By A Love Of Nature, University Marketing And Communication, East Tennessee State University

ETSU News

(June 8, 2023) – The world is increasingly acknowledging East Tennessee State University as an outdoor lover’s dream. Earlier this year, readers of Blue Ridge Outdoors magazine named the university the 2023 Top Adventure College.

From Clemson University to Virginia Tech, ETSU bested a range of other schools throughout the South. 

Professors want current and potential students to know that jobs exist for those who enjoy spending time outdoors. 

“ETSU has incredible programs that can help you find a career based on your love of nature and adventure,” said Dr. Janna Scarborough, dean of the Clemmer College of Education …

Gender And Socio-Economic Differencesin South African Consumers’ Sentimentstoward Marketing Practices, Thérèse Roux

Journal of Marketing and Consumer Behaviour in Emerging Markets

Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic diff erences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The fi ndings revealed that South African males are signifi cantly less satisfi ed with marketing communication practices compared to females. Consumers earning lower income were signifi cantly less positive towards marketing in general as well as product quality, price, and selling practices. Afrikaans-speaking consumers’ attitudes were less positive towards marketing communication. The fi nding can guide …

Value Co-Creation In Buy Online Pickup In-Store (Bopis), Elizabeth H. Manser Payne, Addison G. Smith

Mountain Plains Journal of Business and Technology

The purpose of this study is to identify consumer attitudes toward buy online pickup in-store (BOPIS). This study examines how value perceptions change as consumers progress in the online ordering and physical pickup processes within the BOPIS channel. We use a multivariate regression and two separate multiple regression analyses to examine the differential effects of multiple constructs on BOPIS customer satisfaction. As consumers start the process by engaging with the retailer online, perceived usefulness and hedonic value online play a critical role in customer satisfaction. Consumer attitudes change as they pick up their order at the store where the degree …

How Do Brand Communication And Brand Personality Shape Consumer Loyalty?, Emilija Heleta Švrakić, Maja Arslanagić-Kalajdžić

Economic and Business Review

The concept of brand personality plays a crucial role in brand literature as consumers tend to anthropomorphize brands by attributing human characteristics to them. The creation of a brand personality that resonates with consumers leads to greater customer satisfaction and loyalty over the long term. This study investigates the mediating potential of brand personality dimensions, specifically Competence and Sophistication, in the relationship between brand communication (both controlled and uncontrolled) as an antecedent and brand loyalty as an outcome. Using a sample of 340 users of a cosmetic brand, we employed structural equation modeling to analyze the data. Our results indicate …

Relationship Between Customer Expectations And Financial Performance Of Food Industry Businesses In A Customer Satisfaction Model, Petr Suchanek, Maria Kralova

Economic and Business Review

Research on customer satisfaction in repeat purchases shows that the relationship between customer expectations and customer satisfaction can be inverse to what is commonly reported. This also has an impact on the financial performance of an enterprise, which is therefore directly influenced by customer expectations. The goal of this paper is to determine whether customer satisfaction affects customer expectations and whether these expectations have a direct impact on the financial performance of an enterprise. The variables representing factors of customer satisfaction, including customer expectations, are measured using a customer survey. Business financial performance (BFP) was measured using the ROA, ROE, …

2023-June-05-Earning Prestigious Prizes, University Marketing And Communication, East Tennessee State University

ETSU News

(June 5, 2023) – She is spending part of summer in Tanzania thanks to a prestigious scholarship. 

Jessica Potter, a child psychology major and Honors scholar, is studying Swahili in the East African country from mid-June through early August.  

“We are so proud of Jessica and what she has accomplished,” said Dr. Christopher Keller, senior international officer at ETSU and dean of the Honors College. “Jessica has worked hard and is very deserving of this. The award is a perfect fit to help her realize her personal and professional goals in the nonprofit and NGO (non-governmental organization) sector.” 

Potter captured …

Making Then Meaning, Ben Denzer

Masters Theses

This is an artist talk contained within a book. It is 816 pages and 49 minutes long. Closed captions run across the spreads. A video of this talk can be watched on bendenzer.com/making-then-meaning

At RISD, I’ve been prompted to expand the scope and tools of my practice and to reflect on questions of meaning in my work.

I spend my days making things, but I’ve never really had good answers to questions of why I make the things I make, or what their meaning is. I don’t think there are simple answers to these questions.

I think meaning comes from …

How Are Senior Citizens Capable To Cope With The World Of Digital Natives?, Hely Westerholm, Pirjo Takanen-Körperich

International Journal for Business Education

This study discusses the continuously growing threat to the senior citizens*), later called seniors, who can be isolated from the society if their digital competences and experiences are too poor in today’s digital world. It has been noted that to cope with one’s pursuits seniors need to actively construct and maintain their capabilities in ways that are flexible in the world of the digital devices, in response to the changing vicissitudes of life. Thus, the claim above illuminates the issue that the ability to learn from experiences is highly valued in the digital world.

The seniors are obliged to closely …

The Role And Impact Of The Communications Department And Investor Relations Functions On The Process Of Privatization, Iulia Erhan

Student Theses and Dissertations

Current market conditions, and the heavy responsibilities placed on publicly traded companies by investors and regulators alike, have led many publicly traded companies to consider going private. The going-private decision, however, involves a complex set of actions and strategies. This paper analyzes the privatization process and the role that the Communication and Investor Relations departments play throughout the transaction. Its initial focus will be on communication with employees, including communication that facilitates the executive team’s decision-making activity related to employee retention. It will be followed by a review of the range of external communications, such as the going-private transaction announcement, …

Exploring The Darkverse: A Multi-Perspective Analysis Of The Negative Societal Impacts Of The Metaverse, Yogesh K. Dwivedi, Nir Kshetri, Laurie Hughes, Nripendra P. Rana, Abdullah M. Baabdullah, Arpan Kumar Kar, Alex Koohang, Samuel Ribeiro-Navarrete, Nina Belei, Reto Felix

Marketing Faculty Publications

The Metaverse has the potential to form the next pervasive computing archetype that can transform many aspects of work and life at a societal level. Despite the many forecasted benefits from the metaverse, its negative outcomes have remained relatively unexplored with the majority of views grounded on logical thoughts derived from prior data points linked with similar technologies, somewhat lacking academic and expert perspective. This study responds to the dark side perspectives through informed and multifaceted narratives provided by invited leading academics and experts from diverse disciplinary backgrounds. The metaverse dark side perspectives covered include: technological and consumer vulnerability, privacy, …

Overreaction At The Time Of Regulatory Policy Adjustment: Evidence From The A-Share Market In China, Jian Huang

Fordham Dissertations and Theses

The stock market is a significant place for capital allocation where paternalistic securities regulation is a necessary choice to hedge against risks in a growth-oriented capital market and enhance efficiency of capital market. However, paternalistic regulation can also lead to behavioral failure and amplify market failure, thus resulting in a decline in market efficiency. This dissertation attempts to empirically reveal that it is one of the objectives of securities regulation to increase the stock direct financing ratio (DFR), but policy adjustments can cause increased market volatility, and a stock market with increased volatility may exhibit overreactions, a phenomenon …

2023-June-01-Let's Rethink Appalachia And The South, University Marketing And Communication, East Tennessee State University

ETSU News

(June 1, 2023) – “Engaging the South,” a collection of photographs curated by East Tennessee State University graduate Joshua K. Harr with William Major, is coming soon to Johnson City.

The exhibition runs June 2-July 22 at Tipton Gallery with a reception planned for Friday, June 2, from 6-8 p.m. during the Blue Plum Festival. Nationally renowned Appalachian photographer Mike Smith will be on hand.

The exhibition brings to light new voices challenging negative stereotypes of the South, organizers said, through open dialogue and narratives from a wide spectrum of photographers who come from many backgrounds. Featured artists include Noah …

2023-June-01-A Trailblazer In Research, University Marketing And Communication, East Tennessee State University

ETSU News

Dr. Nicholas E. Hagemeier, vice provost for research and chief research officer at East Tennessee State University (VPR/CRO), is one of eight research leaders from across the country selected for the Association of Public & Land Grant Universities’ (APLU) Research Leader Fellowship Program.

Hagemeier will join the sixth cohort of the program, which is sponsored by the APLU Council on Research (COR). The year-long fellowship helps rising research leaders to gain expertise outside of their respective portfolios and fosters connections with COR’s extensive network of senior research officers through site visits and participation in COR meetings.

“The fellows chosen for …

2023-June-01-Paving The Way To A Four-Year Degree, University Marketing And Communication, East Tennessee State University

ETSU News

June 1, 2023 – East Tennessee State University and Asheville-Buncombe Technical College have joined forces in a new partnership, enabling students to seamlessly transition from A-B Tech's Associate of Applied Science in Human Services Technology program to ETSU's Bachelor of Science in Human Services program. 

The partnership will provide students who have completed a two-year degree at A-B Tech with an educational pathway to continue their studies as they work toward a four-year degree at ETSU.

A-B Tech’s two-year Human Services Technology A.A.S. degree prepares students for entry-level positions in institutions and agencies that provide social, community and educational …

2023-June-01-Creating A Path To Success, University Marketing And Communication, East Tennessee State University

ETSU News

Renee Williams' journey began when she and her two siblings were left on the steps of an orphanage in the late 1970s. Despite the challenges she faced growing up, Williams was determined to pursue higher education. Her quest to find her biological mom led her to the Appalachian Highlands and eventually to East Tennessee State University, where she began her journey as a first-generation college student.

But there are times life does not go as planned.

Williams left ETSU in 1999 without completing her degree, but in 2021 — more than 20 years later — she returned intent on finishing …

The Evolution Of The Nba’S Culture, Trey Jones

Theses

This project focuses on the National Basketball Association’s dress code problems from 2004-2005 to the 2022-2023 NBA season. Highlighting how a predominantly black athletes' association, run by white men, changed in multiple ways to respect the fashion and culture of its community over this 20-year period. The community that was most represented on the court, and those who support the league at home. Doing so through the influence of the media, player opinions, race, fashion, time, and executives. Showcasing how a prominent business, such as the NBA, can change it its brand to be acceptable and successful.

2023-June-01-Juneteenth- A Day Of Triumph, University Marketing And Communication, East Tennessee State University

ETSU News

Juneteenth is a day that commemorates the end of slavery in Texas on June 19, 1865, two years after the signing of the Emancipation Proclamation. Christa Reid, Dr. Kevin L. Brooks, Bethanie Dye and Ginette St. Louis from ETSU’s Mary V. Jordan Multicultural Center share why Juneteenth still resonates today. 

Juneteenth, a powerful moment in Black history, was the day Union soldiers led by Maj. Gen. Gordon Granger went into Galveston, Texas, with news that the Civil War was over. Although the signing of the Emancipation Proclamation had taken place two years prior, the news brought to Texas marked slavery’s …

The Impact Of User-Generated Content On Consumer Purchase Intention, Alyssa Anderson

Theses

This project investigates how various forms of user-generated content impacts consumer purchasing decisions. Primary and secondary research is executed for a broader understanding of UGC implications on modern consumers. The final deliverable is a website that offers an in-depth analysis of the culture of creators and how the dynamic has shifted in recent years. Additionally, UGC cases are studied to determine the impact they have on consumers, and guides are offered to director brands on how ensure consistency and alignment with their brand identity and implement UGC into their marketing strategy.

2023-June-01-Aiming For A Healthier Community, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University’s Dr. Aaron Polichnowski was recently awarded a $601,092 grant from the National Institutes of Health to research a possible link between blood vessel function and hypertension – particularly salt-sensitive hypertension.

Polichnowski, a professor in the Quillen College of Medicine’s Department of Biomedical Sciences and expert in renal hemodynamics (dynamics of blood flow in the kidneys), will conduct the study in partnership with Augusta University’s Dr. David Mattson. Mattson is a professor and Chair of Physiology at Augusta University and an expert in inflammation, kidney disease and hypertension.

Together they will look at what role Tcells, an …