Business Commons^™

Effects Of Clickbait Headlines On User Responses: An Empirical Investigation, Supavich Fone Pengnate, Jeffrey Chen, Alex Young

Journal of International Technology and Information Management

This study investigates the influence of a conventional method of delivering news headlines, clickbait, on online users’ perceptions and responses. An experiment was conducted on two groups of news headlines—traditional news and clickbait—to provide empirical evidence of the effects of clickbait on online users. The findings suggest that clickbait headlines can evoke users’ arousal and curiosity. In addition, the results from structural equation modeling fill the gap in the literature by providing evidence of the factors influencing users’ intention to read and share online news. The results reveal that while the major determinant of users’ intention to read news stories …

Branding Small Businesses In Small Communities, Lacey Jenkins

Masters Theses

Branding has grown into a vital part of communicating a brand to its audience members. Unfortunately, large portions of branding tactics are geared towards large corporations in large communities. Small and mid-sized businesses require different tactics in order to create a brand that effectively communicates its purpose and values to its consumers. Because of this, this thesis is looking at the branding tactics of a small business in Charleston, Illinois. This business, Phoenix Elite, showed weaknesses in multiple areas of its branding package. Using a literature review, the goal is to create a better understanding of what branding is, as …

Communication During A Crisis: Keeping Our Patrons Informed During The Covid-19 Pandemic, John P. Delooper, Michelle Ehrenpreis

Publications and Research

This article discusses the Leonard Lief Library’s communications strategy to keep its patrons informed during the COVID-19 crisis. The Leonard Lief Library at Lehman College (CUNY) made use of its website, social media, and research guides to effectively convey timely information about service changes, library resources, and to improve outreach activities to our patron community while the library’s physical building was closed to its students, faculty, and staff.

Understanding Secret Consumer Purchases And Their Effects On Brands, Jenna M. Peterson

Honors Theses and Capstones

Relationships created between brands and consumers are very important to establish loyalty and ensure repeat purchases. Our research examines the different ways that brands can help consumers keep their purchases a secret and how these methods help to develop relationships with the consumers. We also examine how the different secrecy methods affect feelings linked to the brand, such as, guilt, satisfaction, and more. We hypothesize that the secrecy methods which lead a consumer to feelings of guilt will directly correlate with feelings of dissatisfaction with their purchase and a higher connection with the brand. We find that although consumers link …

Servqual Measurement In A Healthcare Setting: Before And After Corrective Strategy Implementation, Jerome Christia, Aaron Ard, Lorraine Runion

Atlantic Marketing Journal

In the United States, the most dominant industry is services, yielding the highest volume of total employment and gross domestic product. Due to this insight, academics and business professionals continue to research and apply strategies to achieve distinctive competitive advantages in the services arena. The steady growth and increasing significance of the service sector in the United States and other developed markets has resulted in a sizeable body of related research addressing a variety of issues such as service quality and its characteristics. Healthcare is an impactful service industry that has received a considerable amount of attention. In the healthcare …

Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar

Atlantic Marketing Journal

This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special

Perceptions On Implementing A Comprehensive Athletic Website And Online Streaming Service For Kentucky High Schools, Steve Chen, Adrienne Hall, Anna K. Gdovka, Eric Street

Atlantic Marketing Journal

Student participation in interscholastic athletics reached record levels in 2019-20 for the third consecutive year in Kentucky (KHSAA, 2020). Sport marketers have strongly advocated social media as a powerful and effective tool to promote sporting events at all levels. However, existing studies rarely focus on the trend for promoting interscholastic sports through social media platforms. This study examined the potential of an interactive website and online streaming service focusing on interscholastic sports may provide to high schools in Kentucky. After evaluating more than 102 high school athletic websites, the authors found schools were in need to improve the current website …

Modeling Austrian Consumer Responses To A Vignette Television Commercial Drama For A Vacation Resort Destination, Ozcan Kilic, Michael Stoica, Andreas Nachbagauer, Darryl Miller

Atlantic Marketing Journal

Abstract- This project involved the formulation and test of a model of Austrian consumers' cognitive and affective responses to a vignette television commercial drama for a vacation resort area, the Halkidiki region of Greece. Results indicate that response to the commercial was both cognitive and affective with sympathy and empathy, mediating the influence of verisimilitude on attitudes toward the ad and brand. These results were consistent with what was expected from a sample of consumers from a low power distance and moderate individualistic culture such as Austria. Results suggest that to promote tourism services effectively, a commercial's production value and …

Escape For Boone & Crocket, William Foxx, W. Frank Thompson Jr., Joseph W. Giese, David Vanbuskirk

Atlantic Marketing Journal

Eber Crocket is the owner of Boone & Crocket Trapper Supply (B&C). He feels like the environmental forces that are impacting his business are like a trap slowing closing on him. He is considering ideas to improve his store’s profitability.

Demand for furs as fashion goods is a multi-million dollar industry. Twenty percent of this demand is met by wild fur which is harvested by trappers. Trapping suppliers serve as the middleman between small individual trappers and auction houses. These auction houses collect the raw fur pelts from trappers and trapping stores and hold them until one of their auctions. …

2021-January-01-Overcoming Implicit Bias And Racial Disparities In Health Care, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The main project in one of Kamyl Harvey-Bogan’s classes at East Tennessee State University’s Quillen College of Medicine transformed into an opportunity for the fourth-year medical student to raise awareness about racial disparities in health care and bring attention to ways in which future physicians can overcome them.

Last summer, Harvey-Bogan took an elective course that taught the students how to build medical simulation cases for medical education. The students’ final assignment was to develop their own case by creating a patient, determining the patient’s background (including medical and social history), identifying the patient’s chief complaint, and …

Two Essays On Food Environment, Nutrition, And Food Insecurity, Suliman Abdulaziz Almojel

Theses and Dissertations--Agricultural Economics

A healthy food environment is fundamental to good health. It contributes to the reduction of obesity and the development of healthy eating habits. In spite of this, many people in the United States (US) have been hypnotized to become obese due to the current food environment. Recently, the US has consistently ranked high in the world in terms of obesity. The rising rate is symptomatic of consuming unhealthy diets. Besides, the double-edged crisis of the US food environment and obesity poses a major threat to food security and public health. Therefore, studying the US food environment is important to sustain …

The Relationship Between Organizations' Response To Customer Complaints, Customer Trust, And Loyalty, Abimbola Ajibola

All Graduate Theses, Dissertations, and Other Capstone Projects

The purpose of this quantitative study was to examine the relationship between organizations’ responses to customer complaints and their effects on customer loyalty and trust. Four hypotheses were established for this study to help us gain a greater understanding of the dynamics of the responses to customer complaints and their relationship with trust and loyalty. Five independent variables (apology, timeliness, explanation, compensation, and dialogue/active listening) and two dependent variables (trust and brand loyalty) were used to test the hypotheses. An online survey was conducted through Qualtrics and data were collected from participants who were students at a Midwestern University. Facebook …

The Evolving Nature Of The Inside And Outside Sales Relationship: Cooperation And Conflict, Zori Perkins, Claire Durant, Stefan Sleep

AMTP Proceedings 2021

Firms are increasingly turning to inside sales, salespeople working from a single or virtual location versus traveling to customers, because of the significant costs savings and improvements in communications technology. As a result, there is growing interaction between the inside and outside sales organizations. Through a series of interviews with inside and outside sale representatives, this research explores the evolving relationship between the two. The results of the interviews show that the sales responsibilities for inside and outside sales vary significantly across firms. Additionally, the research finds that personal relationships play a critical role in the success of the inside …

When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement, Sphurti Sewak, Jaehoon Lee

AMTP Proceedings 2021

No abstract provided.

Choice Architecture And Marketing Pre-Suasion: The Case Of The Motorcycle Industry, Stephen Lemay, Bethany Landis, Dave Mcmahon

AMTP Proceedings 2021

In this analysis, we examine the motorcycle industry in terms of Cialdini’s concept of Pre- Suasion. We use the chapter titles from the book to explore how these concepts could or should help the motorcycle industry adapt to shifts in its markets, shifts that are both demographic and cultural. In the process, we also explore ideas like product gentrification and choice architecture, ideas at the heart of the motorcycle marketing problem. We conclude that motorcycle promotions and messaging lack traction with younger buyers. We close with an extensive list of questions calling for further research.

Where Do We Go From Here?: Crucial Conversations In Multicultural Marketing, Kimberly Grantham

AMTP Proceedings 2021

As educators, we have a responsibility to challenge our students and ourselves to push beyond our comfort zones and become better leaders and decision-makers who will embrace equity and inclusion as the standard. As educators, we are in positions to facilitate these difficult conversations with and amongst our students as we recognize that our students are stepping into roles where they will expect equity and inclusion in their workplaces. Our Multicultural Marketing course allows students and I to push ourselves to a greater understanding of what possibly hinders our personal and professional growth in this area. Student-led discussions in the …

The Conundrums Of Happiness And Subjective Well-Being: Views From Brazil, Nikhilesh Dholakia, Deniz Atik

Marketing Faculty Publications

No abstract provided.

2021-January-01-New Emergency Management Leader, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Jeffery Blanton, who has served in various leadership roles for the Federal Bureau of Investigation (FBI), has joined East Tennessee State University as Assistant Vice President for Administration and Director of Emergency Management.

Blanton has more than 30 years of law enforcement experience at the local and federal levels.  Most recently, he was the supervisory senior resident agent for the Johnson City office of the Knoxville Division of the FBI where he led a team of 30 agents, task force members and support staff and was responsible for all FBI investigations in upper East Tennessee.

“This is …

Hospitality Brands: What Do Consumers Want?, Faizan Ali, Seden Dogan, Gozde Turktarhan, Cihan Cobanoglu

University of South Florida (USF) M3 Publishing

Hospitality means more than being hospitable. It deals with emotions, trust, and interactions. It means being friendly and helpful, welcoming, and considerate, understanding needs and expectations, responding in quick and respectful ways. As an industry, hospitality is based on a human-centered philosophy, influenced by religions and cultural traditions.

Over the last few decades, the global hospitality industry has grown by leaps with more than 1000 hotel brands. This means travelers have several options to choose from. Hoteliers need to reach out to them in different ways. Hospitality industry offers tangible and intangibles to develop experiences. Therefore, building a consistent identity …

Hacking The Pandemic: Launching Third Space Into Cyberspace, Brittany Bowser

STEMPS Faculty Publications

The article discusses importance of the school library as a third space for learning. Topics discussed include need for school library's third space to expand into cyberspace; focus to promote awareness of school librarianship; and need for school librarians to prioritize marketing themselves and their instruction.

Successful Event Fundraising Strategies For Nonprofit Museums, Stacie Barrett

Walden Dissertations and Doctoral Studies

Some museum nonprofit organizational leaders are experiencing financial losses. Less than 25% of nonprofit agencies in the United States have enough funds to operate for six months. Museum nonprofit leaders are concerned with financial losses because the decrease in financial support can cause decreased operational funding and prohibit museum nonprofit leaders from carrying out the organizational mission. Grounded in Ajzen’s theory of planned behavior, the purpose of this qualitative single case study was to explore successful event fundraising strategies nonprofit managers use to increase financial support. The participants were three successful nonprofit museum leaders who had fundraising responsibilities. The study …

Traditional Media Marketing And The Panther Marching Band, Adam James Herzog

Honors Program Theses

The Panther Marching Band is the largest student organization on campus and is an outward symbol of the University of Northern Iowa. The Panther Marching Band (PMB) recruits new students to participate throughout the year. Recruitment is necessary tool for the PMB to maintain student participation and encourage growth. This creative thesis entails the research, strategy, design, and revision of printed promotional materials for the Panther Marching Band. A successful promotional identity must address the target audience it wishes to reach and encourage interaction. Promotional handouts are an effective way to present information in a clear, succinct manner.I chose to …

The Role Of Emotions In Consumer Behavior, Aysu Senyuz

Electronic Theses and Dissertations, 2020-2023

Feelings and thoughts are inseparable in decision making process. As social beings, individuals frequently integrate their emotions in relation to other people in their consumption choices. In my two dissertation essays, I seek to examine the role of emotions on consumption decisions. In the first essay, I explore the impact of self-transcendent emotion of awe on preferences for limited edition products. Findings across seven studies indicate that awe-eliciting appeals commonly used in the promotion of limited edition products decrease consumer preferences towards those products. This effect is due to reduced feelings of connection for individuals feeling awe in response to …

Tracking School-To-Work Transition Among The Youth In The Philippines, Futoshi Yamauchi, Marites Tiongco

DLSU Business & Economics Review

This paper examines wage variations and turnovers using a unique tracking survey data of Filipino youth who were initially sampled at Grade 6. The analysis also uses mathematics and English test scores at Grade 6 to proxy for cognitive abilities. The empirical results show that returns to education and ability increase with labor market experience and occupational upgrading. The study highlights the importance of academic achievements, measured by both years of schooling completed and academic test scores, in upgrading occupations of youth to realize higher returns in the labor market, even though many youths often start with irregular and undesirable …

How To Not Disappear Completely: Using Video-Based Discussions To Enhance Student Social Presence In An Online Course, Alexander Milovic, Rebecca Dingus

Marketing Faculty Research and Publications

This paper proposes a video-based discussion learning exercise to consider in addition to the traditional online discussion board format. While the traditional written interaction between students in an online classroom is beneficial, the mass adoption of video technology, along with limitations associated with online discussion boards, led to the development of a new way to facilitate group communication using video communication technology. Utilizing the theory of social presence, we demonstrate the effectiveness of this video discussion format, allowing students to virtually "get to know" each other and collaborate in an environment that more closely resembles a traditional face-to-face classroom experience. …

Ethical Use Of Beauty In Advertising, Koca Chan

Honors Theses and Capstones

The use of beauty images in advertising has been generally deemed to be unethical in society, based on the general negative presupposition in modern western culture. The ethicalness of the display of high standards of beauty in advertisements is especially controversial and questionable in the advertising industry. Advertising watchdogs, social groups, and individuals have investigated the possibility of banning the display of high standards of beauty to be displayed in advertisings and publications. This paper argues that image advertising of high beauty standards may not be necessarily unethical in all situations. And under certain conditions, by considering and combining image(s) …

Young Adults’ Preferences For Influenza Vaccination Campaign Messages: Implications For Covid-19 Vaccine Intervention Design And Development, Zhaohui Su, Dean Mcdonnell, Jun Wen, Ali Cheshmehzangi, Junaid Ahmad, Edmund Goh, Xiaoshan Li, Sabina Šegalo, Michael Mackert, Yu-Tao Xiang, Peiyu Wang

Research outputs 2014 to 2021

Background Health campaign interventions, particularly those tailored to the target audience’s needs and preferences, can cost-effectively change people’s attitudes and behaviors towards better health decision-making. However, there is limited research on how to best tailor seasonal influenza vaccination campaigns for young adults. Vaccination is vital in protecting young adults and their social circles (vulnerable populations like older adults) from the influenza virus and critical in shaping these emerging adults’ vaccination habits in the long run. However, amid the prevalence of easily-accessible, attention-grabbing, and often malicious false and misinformation (e.g., COVID-19 vaccine conspiracy theories), it may be more challenging to develop …

Accountability Via Social And Financial Performance Of The Hospitality Sector: The Role Of Market Orientation, Soheil Kazemian, Hadrian G. Djajadikerta, Saiyydi Mat Roni, Terri Trireksani, Zuraidah Mohd-Sanusi

Research outputs 2014 to 2021

Purpose This study aims to examine the three dimensions of market orientation, namely, customer orientation, competitor orientation and inter-function coordination, which influence the accountability in the financial and social performance of tourism operators in large touristic cities. Design/methodology/approach In total, 95 usable questionnaires as the required data were collected from the top managers of four- and five-star hotels in Iran. Findings Partial least squares (PLS) results confirm that customer orientation and inter-function coordination influence both the financial and social performance of the hospitality sector yet reveal that competitor orientation has no significant relationship with social performance. Research limitations/implications These findings …

Subjective Knowledge, Perceived Risk, And Information Search When Purchasing A Franchise: A Comparative Exploration From Australia, Peter Balsarini, Claire Lambert, Maria M. Ryan, Martin Maccarthy

Research outputs 2014 to 2021

Franchising has long been a method by which organizations seek to expand and facilitate local market development. However, franchising as a growth strategy can often be hampered by lack of suitable franchisees. To mitigate this shortage, some franchisors have engaged in recruiting franchisees internally from the ranks of their employees in addition to the traditional approach of recruiting franchisees externally. Predominantly franchisees are individuals rather than corporations and thus purchasing a franchise should most commonly be characterized as a consumer acquisition. To explore the relationship between subjective knowledge, perceived risk, and information search behaviors when purchasing a franchise qualitative interviews …

2021-Uh Alum Beka Owen Placed 2nd In Naia 5k Championship, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to our UH Class of 2018 Alum, Beka Owen, who placed 2nd in the NAIA 5k Championship! So proud of our Bucs!