Business Commons^™

2022-April-28-Meet Tracy Laughlin, University Marketing And Communication, East Tennessee State University

ETSU News

(April 28, 2022) When Tracy Laughlin of Greeneville walks across the stage to receive his diploma at East Tennessee State University on Saturday, May 7, he will share the moment with his wife and his four children, ages 16, 13, 7, and 5.  

“Having my wife and children come to my graduation is a real joy for me because I have preached to them that even though life has its setbacks, as long as you’re willing to put in the work, you can accomplish anything,” Tracy said. 

Just a few years ago, Tracy was at a professional crossroads, feeling unfulfilled …

2022-April-28-Welcome To Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University welcomes the following faculty and staff members who recently joined the university:

Dr. Melody Blevins is Access ETSU project manager in the Department of Educational Foundations and Special Education. She comes to ETSU from the Washington County School System, where she was a special education interventionist. She holds a doctor of education degree from Milligan University.

Kate Emmerich is a mental health counselor in the Quillen College of Medicine, Office of Student Affairs. Before attaining her current position, she was a therapist at The Journey Center for Healing Arts. She holds a Master of Social Work …

The Effect Of Social Media On Providence College Students, Kathryn Ernst, Margaret Grasberger, Allie Mcguire, Mairead Ryan

School of Business Student Scholarship

Kathryn Ernst ’24, Major: Marketing

Margaret Grasberger ’24, Major: Marketing

Allie McGuire ’24, Major: Marketing

Mairead Ryan ’24, Major: Marketing

Faculty Mentor: Dr. Kevin Newman, Marketing

Recent research indicates that social media usage is addictive both physically and psychologically. Due to the prevalence of social media, our group specifically wanted to study how its usage impacted Providence College students’ mental health, physical health, and communication skills (both in-person and online communication skills). We found that social media usage negatively affects students’ mental and physical health, with females being more impacted than males. However, we did not find evidence to support …

Healthy Eating At Providence College, Katelyn Breen, Alexis Carabetta, Lilah Milton, Katharine Shaughnessy

School of Business Student Scholarship

Katelyn Breen ’24, Major: Marketing

Alexis Carabetta ’24, Major: Marketing

Lilah Milton ’24, Major: Marketing

Katharine Shaughnessy ’24, Major: Marketing

Faculty Mentor: Dr. Kevin Newman, Marketing

Our marketing group surveyed 100 Providence College students about their healthy eating choices and level of satisfaction of Ray Dining Hall’s healthy eating options. From the data collected, we discovered most students are unsatisfied with Ray Dining Hall and they suggested the need for a greater variety of healthy eating options. Based on this information, our group put together three recommendations that Providence College Dining should implement: 1) provide students with healthy eating instructions; …

Beyond Hcahps: Analysis Of Patients’ Comments Provides An Expanded View Of Their Hospital Experiences, Andrew S. Gallan, Rakesh Niraj, Awanindra Singh

Patient Experience Journal

An important concern for health care professionals is that standardized patient surveys may not fully capture all the topics that are important to patients. As a result, health care professionals may not have a complete picture of what their patients experience. The purpose of this research is to utilize a state-of-the-art Natural Language Processing technique to make sense of patients’ solicited, unstructured comments to gain a deeper and broader understanding of their experiences in the hospital. We analyzed a large dataset of inpatient survey responses (48,592 patients generating 65,998 comments) by a patient experience survey vendor for an eleven-hospital health …

2022-April-27-Make Sure Financial Aid Is Ready For Fall Etsu Officials Urge, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 27, 2022) – As the spring semester winds down, East Tennessee State University officials urge current and potential students to make sure their financial aid is ready for the fall semester.  

“Perhaps you have fun summer plans or want to avoid the stress of having unanswered financial questions at the start of a new semester,” said Catherine Morgan, director of Financial Aid and Scholarships at ETSU. “Whatever the case, now is the time to make sure your financial aid is in order before fall 2022.” 

Filing the 2022-2023 Free Application for Federal Student Aid, also known …

Starbucks Strategic Analysis, Jillian Jacoba

Honors Program: Senior Projects (Public)

Starbucks is a multinational chain of coffee shops and roasteries that was founded in 1971. Starbucks has continued to grow for the past 51 years and continues to dominate the coffee industry. This strategic analysis evaluates the general environment using a PESTEL analysis, the industry using Porter’s Five Forces, and the company’s overall strategy and competitive advantages. This paper will evaluate Starbucks’ position in the industry and the strategic choices that have led the company to its extraordinary success.

Researching A Marketing Strategy And Building A Website For Small Business, Trinidad Montez

Honors Projects

Research regarding the process and marketing for the design of a website for a local small business.

Determining The Best Practices Of Social Media For A Small Business: A Case Study On The Salt Cave Of Perrysburg, Michelle Timms

Honors Projects

This study is about finding the best social media practices for a small business. I used The Salt Cave of Perrysburg, which is located in Perrysburg, Ohio, as my testing subject for the implementation of the social media practices that were found through primary research, such as surveys and waiver forms, and secondary research, such as previous research papers, textbooks, and previous surveys. Through primary and secondary research, this paper will describe how to research and then implement the best practices for a small business. With the research I have found, I then implemented those findings to The Salt Cave …

The Artist's Artist, Katherine Cacopardo

Honors Scholars Collaborative Projects

My senior project is the creation of a brand identity that explores how sounds, words, and imagery work together to create a complete experience by illustrating the recorded music and lyrics of fellow honors student McCall Chapin. My project includes album/single artwork, one music video, one lyric video and lyric video concepts for each of the other songs, streaming strategy, social strategy, and supplementary photos and graphics for promoting the work on social media. The idea is to create a complete brand that not only fits who McCall Chapin is as an artist but also visually tells the story of …

Small Town To The World Wide Web: Designing A Website For A Local Business, Madison Cozzens

Honors Projects

The Raspberry and The Rose is a small business in Medina, OH, and had a multitude of visual communication issues that needed to be solved. But what's an online presence without a website? "Small Town to the World Wide Web: Designing a Website for a Local Business" focuses on fulfilling a local business's need for a strong online presence. It dives into how a user's experience on the website can impact brand loyalty, foot traffic, and overall perception of a business. The ultimate goal of this project is to provide insight into how a non-e-commerce website can impact a business.

2022-April-25-Eyeing Language Program Expansion Etsu Adding French Instructors, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 25, 2022) – With an eye toward expanding global opportunities for students and building French into a concentration within the foreign language major, East Tennessee State University’s Department of Literature and Language is adding two full-time instructors this fall.  

Joining ETSU will be Amy Laws and Mallory Nischan.

Amy Laws

“I’m thrilled that Amy and Mallory have joined the Literature and Language family,” said Dr. Daniel Westover, professor and chair of the department. “French is one of the truly global languages, spoken on five continents by over 300 million people. It’s invaluable to anyone pursuing a …

Deception Perception: The Marketing Of Student Loans, Lauren Roth

Honors Projects in Marketing

Marketing from student loan servicing companies tend to omit important information, thus deceiving borrowers. These companies may be taking advantage of students' position as vulnerable consumers with limited information to maximize their own profits. This study explores the relationship between deceptive advertising from student loan servicers and its effects on consumer perceived deception, student trust in the loan servicer, and student satisfaction in their borrowing decisions. Consumer perceived deception (CPD) is the extent to which a consumer believes the ad they were exposed to tends to mislead them. To test the hypotheses, an experiment was conducted, and a questionnaire was …

The Influence Of Price Transparency On Consumer Perceptions: The Role Of Culture And Luxury Brands, Cady Qiu

Honors Projects in Marketing

There is an abundance of research that analyzes country of origin (COO) and its effect on consumer behavior; however, many of these studies are in relation to products unrelated to fashion. In addition, there are a plethora of studies that discuss price transparency and product transparency. Though, most of this research is also unrelated to the fashion industry. There is also a significant lack of COO studies in relation with price and product transparency. This current study aims to focus on developing new methods of marketing in congruence with COO and fashion products. Utilizing a between-subjects experimental design, 2 (country …

Looking In The Mirror: Does Representation In Marketing Impact The Consumer?, Alyssa Collins

Honors Projects in Marketing

This study explores the implications of fitness apparel marketing on consumer self-esteem, attitude towards brands and ads, and purchase intention. Furthermore, this study explores the relationship between a diverse, inclusive (body size and ethnicity) model and consumer attitudes. Female participants were recruited to share their feelings towards their own personal body satisfaction, how they perceive advertisements, how they feel about the brand based on the advertisement that they view, and their intentions to buy the product. The study found that while the original hypotheses were not statistically significant, that there was a positive correlation of customers being more likely to …

Creation Of A Home Bakery: A Business Plan, Erika Prusak

Honors Projects

Nothing exemplifies business knowledge more than creation of a business plan, and subsequently, creation of a business. Both pull together business knowledge of marketing, management, accounting, business law, supply chain, and finance. Business knowledge is then tied together with the mentality needed of an entrepreneur to tackle challenges and thrive for the moments when everything works out perfectly. Completing a business plan will organize my ideas and help me see my business clearly. It will help me identifies areas that I need to research more as well as areas I cannot figure out until I start it. My business plan …

2022-April-22-No Tuition Increase For Etsu Undergraduate, Graduate Students, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 22, 2022) – Undergraduate and graduate students attending East Tennessee State University this fall will not see an increase in tuition. 

During its quarterly meeting today, the ETSU Board of Trustees voted not to increase tuition and fees for the 2022-23 academic year. This decision applies to all in-state and out-of-state undergraduate students and graduate students, with the exception of those attending Gatton College of Pharmacy and Quillen College of Medicine. The Board also approved the 2022-23 operating budget, which goes into effect July 1.

Earlier today during the Academic, Research and Student Success Committee meeting, members …

The Stereotypical Perception Of A Spokesperson In A Sports Advertisement, Trinity Lennon

Honors Projects in Marketing

This study examines the gender role of a spokesperson and a type of sports in the "Match-Up Hypothesis." Two studies were conducted to test the effectiveness of sports advertisements for a gym membership: in a 2x2x2 experiment, the gender of the spokesperson, a type of sports, and the gender of the consumer are manipulated. Results indicated that females have a higher expectation of improvement when the gender of the endorser does not match the sport (Breaking the Glass Ceiling Effect). In contrast, males have a higher expectation of improvement when the gender matches the sport.

The Effects Of Sponsorship Disclosure On Consumer Perceptions, Evan Leonard

Honors Projects in Marketing

This study examines the effects of sponsorship disclosure by social media influencers on consumer perceptions. Influencers on the social media platform Instagram were focused on, testing consumer perceptions of trust, relevance, engagement, feelings towards the brand, and purchase intentions. The study was done through exploratory survey research analyzing the effects of different sponsorship disclosures on the variables (N=93). The study found a sponsorship announcement to show significantly positive results across the variables, with a discount code also shown to be significantly positive towards purchase intentions.

2022-April-21-Etsu Jazz Ensemble Presenting Latin Music, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 21, 2022) – The East Tennessee State University Jazz Ensemble will present an evening of Latin music featuring the rhythms of South America, Africa and the Caribbean. The event is at 7:30 p.m. on Saturday, April 30, in the Grand Hall of the ETSU Martin Center for the Arts.

Concert is April 30

“We want to take the audience on a mini-vacation to the tropics with the sounds of Bossas, Mambos, Rhumbas, Sambas and more,” said Martin Walters, director of Jazz and Contemporary Music Studies at ETSU and a multiple Grammy winner. “This has been a …

'The Power Of A Suit' And Other Tools For The Modern Music Marketer, Andrew Gardner

Honors Theses

The following thesis records the creation of a new persona. Mr. Neptoon is a concept, a brand, and most importantly, an authentic musician. He is an artist who wants to make and spread his art as widely as possible. We document the career trajectory from September 2021 to March 2022. The high-stakes experiment: utilize big-picture marketing goals to inform an approach to crafting the art and commercial material. Research informs the artistic direction. Research informs the messaging and marketing direction. The artist is creating and selling a full-length, fourteen-track concept album—aided by the project's marketing research — to be completed …

2022-April-19-Gray Fossil Site Calling For Volunteers, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 19, 2022) – This summer, paleontologists at the Gray Fossil Site and Museum are going to be busy with the tasks of excavating and preserving fossils, and they’re looking for volunteers to help out. 

On Saturday, April 30, the museum will host a volunteer drive where attendees will learn about the ongoing operations at the site and how they can participate this year. The event will be held from 10 a.m. – noon.

Volunteer drive is April 30

The Gray Fossil Site, overseen by the Don Sundquist Center of Excellence in Paleontology at East Tennessee State …

Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille

Honors Projects in Marketing

Cause related marketing efforts by multiple brands have grown over the past few years. With the growth of social media and even more awareness for multiple causes, consumers are pickier when it comes to brands that supports them. While many studies have been done when it comes to “greenwashing” (the tactics of brands to show their green initiatives), there are still more that needs to be done to understand the impact of “rainbowashing” marketing methods on consumer purchase intention. The importance of this study and how it can affect businesses are discussed. To get a feel for the potential effect …

College Students' Energy Drink Consumption And Sponsor Recall, Daniel Sewell, Kyu-Soo Chung

Symposium of Student Scholars

Energy drink companies like Red Bull, Monster, Bang, Reign and Celsius annually invest millions of dollars to sponsor a variety of athletes and events across numerous sports. These vast investments raise the question: Which partnerships, sponsorships or activities ultimately make an impact on society and attract new consumers? It is imperative to dissect the factors that impact consumer decisions to purchase specific products in order to more efficiently allocate resources. This research has the potential to aid companies in unearthing decision making patterns of college students regarding energy drink purchases and how these beverages are utilized. The purpose of this …

Innocent Until Proven Guilty: Suspicion Of Deception In Online Reviews, Maria Petrescu, Philip Kitchen, Costinel Dobre, Selima Ben Mrad, Anca Milovan-Ciuta, Deborah Goldring, Anne Fiedler

Publications

- Purpose: This study formulates a new framework for identifying deception in consumer reviews through the lens of Interpersonal Deception Theory and the Persuasion Knowledge Model. It evaluates variables contributing to consumer intentions to purchase after reading deceptive reviews and proposes deception identification cues to be incorporated into the interpersonal communication theoretical framework.

- Methodology: The first study is qualitative and quantitative, based on sentiment and lexical analysis of 1000 consumer reviews. The second study employs a USA national consumer survey with a PLS-SEM and a Process-based mediation-moderation analysis.

- Findings: The study shows deceptive characteristics that cannot be dissimulated …

The Implementation Of Market Segmentation For Marketing Strategy, Amanda Condict

Liberty University Research Week

Undergraduate

Applied

2022-April-14-Day Of Giving, University Marketing And Communication, East Tennessee State University

ETSU News

(April 14, 2022) Twenty-four hours…and endless opportunities to make a difference.

With ETSU’s Day of Giving 2022 event about to begin, Jon See wants donors to know that whatever program, initiative, college, or opportunity at ETSU they want to support, their gifts will be used however they are designated.

“Through all of our fundraising efforts at ETSU, we want our supporters to give to the areas that resonate with them,” said Jon See, director of Annual Giving at ETSU.  “For some, it may be for scholarships, or a building project, or something that creates new opportunities for our faculty. Others …

2022-April-13-Brand Storytelling Certification Offers New Digital Badge, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 13, 2022) – East Tennessee State University is a player in the digital badging world with the completion of the first cohort of the Brand Storytelling Brand Film Certification powered by the ETSU Research Corporation.   

It marks a new digital badge certification with ETSU as the provider. 

“It is difficult to overstate what an honor this is,” said Dr. Stephen Marshall, ETSU professor and chief marketing officer for the ETSU Research Corporation. “From staff at the ETSU Research Corporation to the world-class professional faculty who teach courses, Brand Storytelling offers a powerful academic and hands-on experience.” …

Twitter Marketing Research, Ty Nicholson, Bailey Allen, Robert Austin Drake, Larsen Lewallen, Tanner Davie

Undergraduate Research Conference

Research Objective:

• To examine the relationship between usage rates for individuals ages 46 and up, versus other similar social media platforms.

• Are adults aged 46+ using Facebook at a disproportionate rate to Twitter?

• What atmosphere/content is the 46+ age demographic seeking when surfing social media?

• What can Twitter marketing do to improve brand image among older potential users?

Why Is Student Organization Attendance Down At Non-Football Sporting Events At Stephen F. Austin, Grant Lebkowsky

Undergraduate Research Conference

No abstract provided.