Business Commons^™

2021-January-01-Taylor Maupin, University Marketing And Communication, East Tennessee State University

ETSU News

Taylor Maupin, a senior from Johnson City, is pursuing a bachelor of business administration degree with a concentration in fashion merchandising. She is slated to graduate in December 2021 and plans to stay at ETSU to earn her master’s degree in digital marketing before entering a career in fashion publishing. Maupin, who enjoys writing and research and is currently president of the Undergraduate Research and Scholars Association, enjoyed combining her interest in beauty and makeup with her love of history to participate in the 2019 Southern Conference Undergraduate Research Forum, where she presented on “Ancient Egyptian Beautification Practices: Production, Application, …

2021-January-01-Etsus 40 Under Forty Honorees, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to three members of the ETSU community who were recently honored by The Business Journal of the Tri-Cities in the 28th annual “40 Under Forty” issue.

The ETSU honorees include (pictured from left): 

Whitney Goetz, Executive Director of ETSU’s National Alumni Association

Dr. Brooklyn Nelson, Clinical Assistant Professor, Department of Pharmacy Practice, Bill Gatton College of Pharmacy

Adam Rosenbalm, a student in ETSU’s Roan Scholars Program

Click here to read more and see the complete list of honorees from across the Tri-Cities. 

2021-Cox Scholarship Recipients, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Two student pharmacists at Gatton College of Pharmacy have earned the Mitch and Barbara Cox Pharmacy Scholarship, one of the college’s most prestigious awards. The scholarships provide $10,000 to each student and includes mentoring with the scholarship founders, Mitch and Barbara Cox.
Mitch, who has managed a successful business for more than 40 years, and Barbara, who is a former biology teacher, have supported the college since its founding and in recent years created the scholarship.

This year, recipients of the Cox Scholarship are Jonathan Holan (’23), of Morristown, and Tabitha Sineath (’24), of Spring, Texas.

“The scholarship is a …

2021-Air Force Veteran Krystal Chavez Plans To Serve Military With Pharmd, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Krystal Chavez, from Greenville, Ohio. She earned her Bachelor of Science in Pharmaceutical Sciences from the University of Toledo, majoring in pharmacology and toxicology with a chemistry minor. She served in the U.S. Air Force, Airman first class, as an F-16 Avionics Technician for three years.

Describe your experience in the military:

KC: It was a lot of hard work, but I had a lot of fun being a maintainer. I was given the nickname Smiley because I still had a smile on my face even when I was covered in sweat, grease, and jet fuel. I learned …

How Communications That Portray Unhealthy Food Consumption Reduce Food Intake Among Dieters, Mia M. Birau, Diogo Hildebrand, Carolina O.C. Werle

Publications and Research

Both regulatory agencies and nonprofit organizations seek to understand how different tactics and appeals contained in food and public health advertisements might influence the food intake of an increasingly dieting-concerned population. This article addresses this important issue by examining how consumers who are concerned with their diets react to rich images of unhealthy food consumption. Results of two experiments show that exposure to food advertisements containing unhealthy food consumption imagery reduces food intake among consumers chronically concerned with dieting, whereas a third experiment shows a similar decrease in intended consumption when a public health advertisement portrays the consumption of unhealthy …

Generational Cohorts And Search For B2b Service Providers, John Story

AMTP Proceedings 2021

This study explores differences in B2B search processes of members of three generational cohorts, Millennials, Generation X, and Baby Boomers. When searching for a business-to-business service provider, Millennials were significantly more likely to use an internet search, but there were no significant differences between Generation X and Baby Boomers. Although more likely to use an internet search than previous generations, Millennials were just as likely to use interpersonal information sources. These results provide insights into differentiating marketing communications to effectively reach members of different generations in business-to-business marketing.

An Analysis Of How The Goodyear Rubber And Tire Company Should Navigate The Covid-19 Pandemic, Nicholas Zubek, Alexander Morgan, Alyson Pekkola, Kayla Jancewicz, Thomas Rovnak Iii

Williams Honors College, Honors Research Projects

The COVID-19 pandemic has affected the world in an unprecedented way with many countries being forced to shut down all non-essential businesses. A majority of people were laid-off or forced to work from home while the state mandated quarantine regulations. Due to fewer people and employees commuting on the roads, tire usage has decreased drastically. Companies, like The Goodyear Tire and Rubber Company, depend on high transportation and automobile usage and thus have been heavily impacted. In the nine months since 2020 began, Goodyear has reported sales of $2.367 billion dollars lower than their sales in 2019, which mostly came …

Understanding The New Wealthy: Ideologies, Consumption Patterns, And Organizational Strategies For A New Generation Of High-Net Worth Individuals, Ana Brant

Theses and Dissertations

Despite the fact that the Ultra High-Net Worth (UHNWI) belong to the wealthiest, most powerful, and influential group of consumers in the society, and nearly 70% created wealth on their own, current marketing approaches fail to consider what drives consumption behavior of this group of consumers and how can brands maximize their socio-economic impact. Across two studies, I develop a model that guides theory and practice regarding this consumer group. The first part of the first study deployed netnography and grounded theory to understand the ideologies of 30 self-made UHNWI derived from self-presentation on 3,393 Instagram posts. To ensure self-made …

What Factors Predict A Consumer's Willingness To Purchase A Subscription-Based Airline Program?, Sean R. Crouse

Journal of Aviation/Aerospace Education & Research

Introduction: Many services offer subscription-based sales models. The aviation industry has not widely attempted to market a subscription-based service through their airline for ticketing purposes. This study developed a regression equation to determine predictive factors for the type of individual who would purchase a subscription-based airline ticket.

Method: A two-stage approach was used where the participants (N = 521) answered demographic information, flight habits, and the same scenario with a perceived value scale and willingness to purchase scale.

Results: Stage 1 found perceived value, employment status, and early boarding preference all to be significant factors, accounting for …

The Value Relevance Of Retail Strategy, Kexin Xiang

Electronic Theses and Dissertations

All three essays of this dissertation are under the umbrella of retail management and study the phenomenon of retail management from the following perspectives: retailers’ multichannel strategy, retailers’ store operation management, and retailers’ securities lawsuits likelihood. Specifically, the first essay studies the effect of a channel integration strategy called buy-online-and-pick-up-in-store on retailers’ stock value. The second essay studies the relationship between a retailer’s top management team (TMT) confidence and the store overexpansion. The third essay studies how TMT confidence is associated with securities class action (SCA) litigation. Essays 1 and 2 focus on retailers’ channel decision whereas Essays 2 and …

Uncertainty And Risk Are Multidimensional: Lessons From The Covid-19 Pandemic, David Stewart

Marketing & Business Law Faculty Works

No abstract provided.

Future Proof And Real-World Ready: The Role Of Live Project-Based Learning In Students’ Skill Development, Andrew J. Rohm, Matthew Stefl, Noriko Ward

Marketing & Business Law Faculty Works

The rapid pace of technological change taking place today makes it even more important for marketing educators to incorporate relevant technical and higher level meta-skills in their digital marketing courses. We review the pedagogical literature on skill development and project-based learning and detail two live course projects designed to help students develop technical skills related to digital marketing in addition to important meta-skills involving creativity, critical thinking, collaboration, and communication. We evaluate the impact of the projects through a direct and indirect assessment process. Findings suggest that live project–based learning can support the development of the technical and meta-skills necessary …

Don't Call Us, We'll Call You: An Empirical Study Of Caller Behavior Under A Callback Option, Brett A. Hathaway, Seyed Morteza Emadi, Vinayak Deshpande

Faculty Publications

While call centers have recently invested in callback technology, the impact of this innovation on caller behavior and call center performance is not clearly understood. Using call center data from a US commercial bank, we perform an empirical study of the callers' decision-making process in the presence of a callback option. We formulate a structural model of the caller decision-making process, and impute their underlying preferences from the data. Our estimates show that callers experience substantially less discomfort per unit of time while waiting for callbacks than while waiting in queue. However, we also find that, after controlling for expected …

Stock Market Volatility And Business Cycle: Exploring Cross-Country Spillovers, Nufazil Altaf

DLSU Business & Economics Review

This study explores the impact of the financial crisis on the relationship between stock market volatility and the business cycle. In addition, the possible spillover effects within a cross-country framework are also examined. The study is based on secondary macroeconomic data of monthly frequency for the time period of 1991:01 to 2012:12. Bivariate and multivariate causality techniques are used to arrive at results. Results of the study provide fresh evidence for the existence of strong bidirectional causality between stock market volatility and the business cycle for all sample countries. In fact, this bidirectional causality was found to be strong when …

The Prospect Of Indonesian Government Retail Sukuk: From The Perspective Of Sharia Financial Knowledge, Education, And Behavior, Fajri Adrianto

DLSU Business & Economics Review

As a source of government financing, the Indonesian government’s retail Sukuk is still not as popular as conventional government bonds. The Indonesian government has issued serial retail Sukuks with the code SR to get funds from retail investors, especially those concerned with Sharia values. Sharia financial literacy is expected to determine the success of this Sukuk. This study fills the gap of previous research on financial literacy by investigating the Sharia financial literacy in the investment decision. This study investigates the descriptive analysis of Sharia financial literacy in Indonesia and its relationship with the prospect of retail Sukuk issued by …

Reinforcing The Role Of Intellectual Property In The Battle Against The Pandemic: The Vowel Framework, Daniel S. Hofilena

DLSU Business & Economics Review

The intellectual property (IP) system plays a vital role in public health crises as everyone should have access to medicines and equipment to protect themselves. Thus, the State can utilize the system for the greater good. An IP-centric approach can be summarized using the simple letters of the vowels: Awareness – for the populace to respect IP rights, they must first be educated as to its value; Enforcement – for infringers to be discouraged, IP holders should have an avenue for the easy enforcement of their rights; Incentivize – for businesses to be encouraged to invest in certain forms of …

Meme Marketing: How Viral Marketing Adapts To The Internet Culture, Triet Minh Ngo

Honors Program Theses

Meme marketing (MM) is the practice of promoting a product or service using memes, an Internet-based phenomenon involving viral pieces of user-generated content, including image, articles, and video or audio clips. This latest form of viral marketing is starting to gain prominence in recent years following the infiltration of social media into everyday life thanks to the rapid advancement in communication technologies and dissemination thereof. As more people are exposed to and becoming part of the Internet culture, a bid to appeal to this growing audience can be an attractive use of resources for those wishing to advertise through meme …

Students' Perceptions Of Different Types Of Banks' Marketing, Jeffrey Reicks

Honors Program Theses

This study investigates what messages are most effective in convincing students to switch the bank they use. The study consists of a survey with eight ad messages and respondents rate how much they are interested in switching to the hypothetical bank considering the ad message. Sixty-six students, aged 18-24, submitted responses. T-test analysis showed there were 5 ad messages that had a significant impact: no minimum balance requirement, offering free e-banking, having your specific needs cared for, the bank giving back to the community, and the bank having experienced employees. Of these, the most significant was the message that the …

Love The Customers: Principles Of Interpersonal Relationships Applied To Social Media, Tracey Kyles

UNF Graduate Theses and Dissertations

Social media has changed communication, and its influence is far-reaching. Companies have adapted and tweaked their marketing strategies to more personal approaches to reach their audiences. This is especially evident in recent years. It can be observed, for example, by fast-food Twitter accounts attracting the attention of online users through witty personas and sarcastic tweets. This phenomenon is the motivation of this research looking into relationships between brands and their social media followers. Here, interpersonal relationship theories are referenced to uncover what encourages these kinds of relationships as well as discover which methods deliver the most positive responses, likes, and …

Trust Transfer And The Intention To Use App-Enabled Carpooling Service, Minhua Wu, Stern Neill

Marketing

In China, with the rapid dissemination of mobile communications technology along with congested traffic and increasingly expensive transportation costs, consumers are turning to smartphone-enabled, ride-sharing services. Sharing economy requires trust in strangers. Based on trust transfer theory and a dyadic conceptualization of trust from cognitive to affective, the purpose of this study is to examine trust building through the use of Didi, a third-party, ride-sharing platform that mediates exchanges among strangers.

Collaboration Between Public Health And Marketing Experts As A Response To Covid-19, M. Courtney Hughes, Yihui Tang, Shupei Yuan

Faculty Articles, Papers, and Other Scholarship

Since the beginning of 2020, as the world’s population has dealt with COVID-19 and abrupt changes to the normal status quo, academic scholars are no exception, experiencing radical changes to their teaching modalities (remote versus in-person) and often major interruptions in their research. One month after the initial shift to working remotely in March, we obtained approval from Northern Illinois University’s Institutional Review Board to conduct a brief survey with recently published academic scholars in the fields of public health and marketing to understand their views of how this unprecedented time may affect their work. In examining patterns in the …

Redefining Sustainable Tourism In Covid-19: A Political-Economy Approach, Eylla Laire M. Gutierrez

DLSU Business & Economics Review

Tourism has emerged as a critical sector generating economic growth and development across countries in the world. However, in the face of the outbreak of the COVID-19 pandemic, it is also considered as one of the most heavily hit sectors. Given the backdrop of all the measures implemented to prevent the spread of the outbreak and the changing mindset of actors towards travel, sustainable tourism is expected to play a more critical role in the face of the new normal. This article aims to provide a better understanding of sustainable tourism by utilizing a political economy approach. Specifically, this article …

Does The Organizer’S Reputation Affect Exhibitors’ Satisfaction?, Luz Suplico, Reynaldo Bautista Jr., Carlo Saavedra

DLSU Business & Economics Review

This research surveyed 229 exhibitors of the Manila FAME Trade Fair held last October 19–21, 2018, in the Philippines to find out if the trade fair organizer’s reputation was significant to exhibitors’ satisfaction. The other variable that was studied to determine if they affected exhibitors’ satisfaction was the quality of service dimensions of booth design and layout, exhibition logistics, venue services, and show management. The quality of these service dimensions was tested using structural equation modeling to determine if there is a relationship between the quality of the service dimensions and the trade fair organizer’s reputation, exhibitors’ satisfaction, and behavioral …

Risk Perception In Respect Of Equity Shares: A Literature Review And Future Research Agenda, Ranjit Singh, K. Kajol, Jayashree Bhattacharjee

DLSU Business & Economics Review

The purpose of this paper is to systematically review the literature published on various aspects of risk perception about equity investment. It also aims to raise specific questions for future research. A comprehensive and systematic literature review is done to get the insights of the available literature with an objective to identify the determinants of equity-share-related risk perception and identify its impact that influences equity investment behavior. The study found that risk perception can be measured mainly by using the axiomatic approach, socio cultural group approach, emotional reactions, marketing mix approach, and psychometric approach. It is also found that the …

2021 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2021.

Student Retention In Higher Education: Effect Of The Campus Fitness Center On Women, Leslie Marie Gordon

UNF Graduate Theses and Dissertations

Of the 3.5 million first-time in college, full time students who began college in fall 2017, 74% returned for fall 2018, with 61.7% retained at their starting institution. Covid-19 has negatively impacted retention; in addition to normal attrition, one of every five students did not return to campus in fall 2020. Researchers have gauged both academic and social factors that positively influence retention and note the use of the campus fitness center (CFC) as one social factor; however, women are less likely to use the CFC, are one third as likely to exercise, and experience more numerous fitness obstacles and …

Winning The War On Poverty: Tracking Living Standards In The Philippines Using A Class Of Axiomatic Indices, John Paolo R. Rivera

DLSU Business & Economics Review

Poverty has persistently badgered the Philippines and alleviating it has been the fundamental thrust of government. However, this was hampered by the recent pandemic resulting in economic contraction plunging many Filipino households into poverty and widening inequality. Bootstrapping the economy is needed to fast-track recovery through resumption of innovative reforms vital to pursue a higher growth path that will accelerate poverty reduction. To do this, it is necessary to understand where the Philippines stands, using household data. Without updated measures and well-informed national and regional profiles on living standards, poverty reduction is bleak, as programs to facilitate it remain to …

Customer Service 2.0: The Effect Of Ryanair's Policy Change, John C. Griffith Ph.D., Donna L. Roberts Ph.D.

International Journal of Aviation, Aeronautics, and Aerospace

Customer perceptions of Ryanair and Southwest were evaluated to compare two data periods; 2012-13 and 2016-17 to determine differences in passenger perceptions between and within airlines. Quantitative data and open area comments were analyzed. A replication of a previous study for 2016-17 data indicated that customer perceptions of Ryanair improved since the implementation of a customer service program. Survey results indicated Ryanair and Southwest did not have statistically significant differences in overall ratings; a change from 2012-13 data where Southwest was rated significantly higher. Additionally, 2016-17 Ryanair customers indicated they would recommend the airline at a significantly higher rate than …

An Exploration Of The Experiences Of Modern Marketers: Skills Gaps, Mindset, And The Role Of Career Stage, Tim Crowley

Theses

The digitalisation of marketing is the greatest change that the marketing profession has experienced (Kähler & Magnusson, 2018) and digital technologies now sit at the forefront of modern marketing (Thomas & Thomas, 2018). Digital marketing has numerous benefits (Kumar, 2015; Malar, 2016), however, digitalisation is disruptive (Mgiba, 2019) and has resulted in mismatched skills and an increased need for reskilling and upskilling (Bajpai & Biberman, 2019). Accordingly, skills gaps are evident (Crush, 2011; Day, 2011; Hege, 2020; Quinn et al., 2016; Royle & Laing, 2014; Wood, 2011). Notwithstanding, there is a scarcity of research in this area (Raghuraman, 2017; Royle …

Enterprise Feedback Management (Efm): What Lies Beyond The Hype?, Lerzan Aksoy, Sabine Benoit, Shreekant G. Joag, Jay Kandampully, Timothy Lee Keiningham, An L. Yan

Research Collection Lee Kong Chian School Of Business

Purpose: The needs of CMOs to utilize a firm's data productively in order to support decision-making combined with the reported benefits of enterprise feedback management solutions has resulted in a rapid rise in usage and valuation of EFM providers. The explicit promise of EFM providers is improved financial performance, whereas there is no scientific research investigating this link. To investigate the link between EFM usage and financial performance is core of this research. Design/methodology/approach: To gain insight into this link survey data from 127 US-based firms on their usage of EFM platforms was linked to their stock market performance over …