Comparative Analysis And Best Practices Of Experiential Marketing, A Look Into Sensory Marketing, Cameron J. Bielat

Experience Industry Management

As the experiential marketing industry has begun to take precedent over prior marketing methods, organizations are learning to capitalize on customer immersion and relationship development, done so through sensory marketing. This review works to evaluate and measure multiple large experiential conferences within their respective industries. The purpose of this study is to examine the sensory-activating marketing practices, also known as sensory-marketing activations, present within the emerging experiential marketing industry, with a highlight on the best practices within major organizational conferences. Within this study there is a detailed instrument that is used as a guideline to evaluate key experiential marketing tactics. …

Exploring Flow In The Mobile Interface Context, Clark D. Johnson, Brittney C. Bauer, Nitish Singh

School of Business: Faculty Publications and Other Works

While flow has been researched extensively in computer-mediated environments, it has been scarcely researched in the mobile interface context. Specifically, we have virtually no knowledge about what concrete traits of mobile interfaces (as opposed to user perceptions) encourage the flow state. Flow has been associated with many positive outcomes in human-computer interactions, making it vital for practitioners and scholars to understand the traits of mobile interfaces that encourage flow. Therefore, we synthesize the results of a literature search and a modified Delphi study to develop an inventory of traits and perceptions that can promote the flow experience. We provide initial …

Financial Market Implications Of Marketing Actions And The Disclosure Of Marketing Information, Sungkyun Moon

Dissertations and Theses Collection (Open Access)

This dissertation contributes to marketing literature by examining the effects of marketing actions and the disclosure of marketing information through the financial market perspective that has high managerial relevance and policy implications. Specifically, the first essay provides the first empirical examination of the effects of the disclosure of advertising spending on investors’ and analysts’ uncertainty. It is responsive to calls by Marketing Science Institute and Marketing Accountability Standard Board to examine the consequences of disclosure of marketing metrics. The second essay examines the effect of advertising spending on firm value and explores firm and market level contingency effects. By doing …

A Customer-Focused Approach To Improve Celebrity Endorser Effectiveness, Brad D. Carlson, D. Todd Donavan, George D. Deitz, Brittney C. Bauer, Vishal Lala

School of Business: Faculty Publications and Other Works

The current study reveals that a customer-focused approach to choosing celebrity endorsers (based on consumer-endorser identification) is a more useful predictor of endorsement success than a product-focused approach (product-endorser fit) alone. Specifically, the findings suggest consumer-endorser identification offers a potentially more consistent criterion for predicting endorsement effectiveness than fit, which is contingent upon varying consumer perceptions of product-endorser match-up. Across two studies, one survey-based and one longitudinal experiment, increased identification with both male and female endorsers led to increases in endorsement success. Most importantly, the influence of identification is significant for both high and low fit pairings between an endorser …

2020-March-01-At-Home Learning Advice, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Three special education faculty members from East Tennessee State University are reaching out to offer assistance to teachers and parents who are now trying to educate students at home who have severe disabilities, such as significant Autism or significant cognitive, physical or sensory disabilities, or multiple disabilities.

Beginning Thursday, April 2, these faculty will hold a Zoom meeting from 4-5 p.m. for educators and parents who have questions and are looking for ideas, strategies and best-practices for teaching children with severe disabilities in an online environment.  The meetings will continue throughout the spring.

“In recent weeks as …

2020-March-01-Polichnowski Receives Grant To Study Kidney Disease, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Dr. Aaron Polichnowski of East Tennessee State University’s Quillen College of Medicine recently received a grant from ETSU’s Research Development Committee to further his research of kidney disease and hypertension.

“Kidney disease and hypertension are very prevalent diseases in the United States population,” said Polichnowski, assistant professor in Quillen’s Department of Biomedical Sciences. “Kidney disease affects about 15% of the population; hypertension affects about 30%.”

Inherited kidney diseases are the fifth most common cause of renal failure, he added.

Since genetic risk factors increase the susceptibility to developing kidney disease, Polichnowski’s lab is focusing on the urokinase …

2020-March-01-Braylee Polson, University Marketing And Communication, East Tennessee State University

ETSU News

Braylee Polson, a junior from Surgoinsville, Tennessee, is a second-semester junior at ETSU majoring in theatre and minoring in dance and entrepreneurship. The Fine and Performing Arts Scholar enjoys being involved in every aspect of theater and combines her interests in both theater and entrepreneurship through her own small business, Once Upon a Party TN. She has directed theater productions for the past four years, including the Kingsport Theatre Guild’s 2019 presentation of “Scrooge: The Musical” by Leslie Bricusse, and served as assistant costume designer for the ETSU Department of Theatre and Dance’s spring production of “Antigone.”

What led you …

2020-March-01-Announcement, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University has learned that someone has created a fraudulent account on Upwork and Skype using the name and likeness of “Brian Noland” and is attempting to use that identity to obtain personal information, such as home address and phone number, from persons seeking freelance work.  President Noland is not using these platforms for this purpose, nor does the university conduct interviews in this way.   ETSU has notified Public Safety about this matter and an investigation is taking place.

Anyone who has more information about this is encouraged to contact ETSU Public Safety at 423-439-4480.

2020-March-01-Coronavirus Testing, University Marketing And Communication, East Tennessee State University

ETSU News

UPDATE: ETSU is no longer offering a drive-through COVID-19 testing site. For current information about COVID-19 testing, please visit the University Health Center.

JOHNSON CITY – In an effort to increase testing for coronavirus disease 2019 (COVID-19) in the region, ETSU Health has established a community testing site open to pre-screened and pre-registered patients.

Beginning Tuesday, March 17, the ETSU Health testing site, located at 325 North State of Franklin,  will be set up and open to members of the community. Screenings will be available to those who are experiencing symptoms of the coronavirus and have been screened by …

2020-March-01-Dr Richard Carter Research, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – While the birds heard singing during the daytime sleep in their nests at night, bats flutter about in the dark, taking advantage of food sources only available at that time and avoiding large daytime predators. And in the darkness, they find their way around using echolocation, or a form of sonar, projecting soundwaves to form images of their surroundings. But what assists these flying mammals in doing this so effectively?

That is what an East Tennessee State University researcher is looking at in a study, “Evolution of the windpipe and larynx in echolocating bats,” funded by a …

2020-March-01-Live Town Hall With President Brian Noland, University Marketing And Communication, East Tennessee State University

ETSU News

Live Town Hall with President Brian Noland

 
ETSU President Brian Noland held a Facebook Live Town Hall on Monday, March 30, at 11:30 a.m.

2020-March-01-Tap College Contest, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Six students from East Tennessee State University recently learned they are finalists in the 2019 Tennessee Associated Press Broadcasters and Media Editors College Contest.

Kirsty McCaughtry, Kate Trabalka and Allison Winters are finalists in the Online Specialized/Topic Reporting Category for their work on “Overlooked in Appalachia.” This new online magazine, produced by the “In-Depth Reporting” class taught by ETSU Department of Media and Communication faculty member Dr. Mimi Perreault, examines issues faced by the Appalachian region and its communities; the first issue focused on the opioid crisis and was published in December 2019. All three writers are …

2020-March-01-Speech-Language Pathology Develops Outreach For Children Families During Covid-19 Closures, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The COVID-19 closures and quarantines have disrupted lives across the region. However, a group of faculty and students in East Tennessee State University’s Department of Audiology and Speech-Language Pathology have created an outreach program that will continue to help children and families who are dealing with communication disorders.

ETSU Health’s Nave Speech and Language Clinics closed on March 19 and will remained closed through April 10, pending Centers for Disease Control and Prevention and local and federal advisories. These closures meant an interruption of care for more than 80 children and their families who are served by …

Insight-Driven Sales Management, Hesham O. Dinana

Faculty Book Chapters

In the new VUCA (Volatile, Uncertain, Complex and Ambiguous) world that we live in, there are new rules that will reshape many of the components of sales management, from prospecting, to lead qualification, to closing and relationship management. This chapter will explore the impact of technology, data proliferation, and omni-channel customer touch points on how organizations will manage their sales process and the sales teams in the integrated online and offline worlds (O2O sales). The digital-age consumer and the digital-age sales team will have different communication needs and tools that need to be addressed by sales leaders to ensure their …

Consumers’ Perceptions Of Visual Product Aesthetics Based On Fashion Innovativeness And Fashion Leadership Levels: A Research Study In Mersin, A. Celil Cakici, Sena Tekeli

Journal of Global Business Insights

The main objective of the study is to determine whether consumers’ visual product aesthetic perception differs according to the level of fashion innovations and fashion leadership. The study was conducted in five counties of Mersin, and the population was 20-64-year-old consumers. The sample consisted of 420 consumers, 213 of whom were male, and 207 of whom were female. Data were obtained through surveys and were analyzed electronically. Descriptive statistics, factors, clustering, and chi-square analysis with t-test were used. As a result of the study, it was found that consumers’ perception of visual product aesthetics is three-dimensional, and it differs …

"I Like It, But I Don't Use It": Impact Of Carsharing Business Models On Usage Intentions In The Sharing Economy, Ruediger Hahn, Felix Ostertag, Adrian Lehr, Marion Buettgen, Sabine Benoit

Research Collection Lee Kong Chian School Of Business

Carsharing is often promoted as a potentially environmental-friendly alternative to individual car ownership. However, various carsharing programs have displayed limited success in the past. An initial field study of a new carsharing service is such a story of failure: The introduction of this new service at a medium-sized German university generated unexpectedly low adoption rates so that the service was eventually scaled down and then suspended. Quantitative field study results as well as additional qualitative focus groups reveal that missing compatibility is a key barrier to adoption. Drawing on extant conceptual frameworks of user participation in sharing business models, a …

2020 March, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2020.

The Influence Of Facebook Social Interaction On Healthy Eating Behaviour And Work Productivity / Wong Wen Yin, Wen Yin Wong

Student Works (2020-2029)

In the current competitive global environment, one of the core determinants of the business success lies in the foundation to workplace productivity amongst the employees. The rise of social media in the health domain can have it play the role of an alternative channel for the promotion of healthy eating behaviour. Literatures outlined that social interaction on Facebook seems relevant towards the promotion of positive health behaviour(s). However, details pertaining to the interaction and its subsequent impact on health remains unexplored. This research examines the influence of Facebook social interaction on healthy eating behaviour and its subsequent impact on work …

2020-February-28-An Impressive Report Card, University Marketing And Communication, East Tennessee State University

ETSU News

(Feb. 28, 2020) On February 14, the State Board of Education released its annual Educator Preparation Report Card.  The ETSU Clemmer College performed very well and was among a small number of institutions to earn an overall designation as “Exceeds Expectations.” 

 Highlights of the report include:

•  ETSU performed very well in the “Employment” category that found a high percentage of recent Clemmer graduates working in Tennessee’s public schools system who are retained as teachers in their 2^nd and 3^rd year of teaching. 

• Clemmer also performed well in “Provider Impact” that reflected on the positive influence our alumni are …

2020-February-28-March Guest And Faculty Recitals, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 28, 2020) – The East Tennessee State University Department of Music continues its spring 2019 concert season with two performances featuring faculty and guest artists.

The following performances are open to the public: 

• David Kovac and Friends will be presented Saturday, March 7, at 7:30 p.m. at Munsey Memorial United Methodist Church, 201 E. Market St.  In this concert, Dr. David Kovac, ETSU assistant professor of strings, will perform in a free viola recital featuring a variety of works performed with other ETSU faculty.
• NOTE: This event has been cancelled due to the new coronavirus. On Friday, …

2020-February-27-Excellent Results, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Feb. 27, 2020) A recent financial and compliance audit of East Tennessee State University conducted by the Tennessee Comptroller of the Treasury resulted in no findings or recommendations.  The report was released by the Division of State Audit Feb. 27.

Conducted annually, the audit was for the July 1, 2018 – June 30, 2019 fiscal year.  All state agencies are required to undergo this audit each year.

According to ETSU Chief Financial Officer Dr. B.J. King, the audit reviews the institution’s financial procedures and internal controls and evaluates how the university is complying with federal funding regulations. …

Artificial Intelligence And The Sales Process: How To Help Sales Students Develop An Analytics Skill Set, Michael Rodriguez, Stefanie L. Boyer

Marketing Department Faculty Journal Articles

The following learning protocol provides an opportunity for professors to help students apply artificial intelligence and analytics in a pipeline management exercise. The activity allows advanced sales students to build a predictive sales model in Salesforce.com’s Einstein Analytics Platform. The following innovation walks the educator through the process of accessing the platform, building a model and analyzing outcomes. The exercise provides the opportunity to improve outcomes and act on sales opportunities, simulating the work environment. The article provides teaching tips for success to help professors stay current in the digital age and prepare students for early career success.

The Rise And Infiltration Of Pac-Man And Street Fighter, Angelic Phan

University Honors Theses

With the social, cultural, and economic influence of video games, it is important to examine why they have become such popular forms of entertainment. Particularly, why certain franchises have continued to persist among the growing industry. Two notable franchises are Pac-Man and Street Fighter, which are also most frequently discussed in scholarly texts. I supplement a literature review with an analysis of marketing texts to illuminate a series of shared factors that help explain both games' popularity despite the apparent dissimilarities of their content. First, my work helps us look across multiple scholarly papers to create a bigger picture …

2020-February-26-Pharmacy School Creates Early Admission Pathway For Aspiring Pharmacists, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 26, 2020) East Tennessee State University Bill Gatton College of Pharmacy has created an Early Admission Pathway for aspiring pharmacists to get started on their pharmacy career now.

High-achieving high school seniors choosing to attend ETSU or current ETSU freshmen can apply to be accepted directly into Gatton College of Pharmacy through the Early Admission Pathway, which provides students the opportunity to earn both a Bachelor of Science and a Doctor of Pharmacy (PharmD) in six years. 

Currently, the pharmacy school is waiving application fees to apply for the Early Admission Pathway. Students can learn more and …

2020-February-26-In Begleitungin Accompaniment, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 26, 2020) – East Tennessee State University’s Reece Museum and Department of Literature and Language present an exhibition that features the poems of German author and philosopher Dieter Leisegang and the artwork of Claire-Lise Holy that continues through April 10 at the Reece Museum. A reception will be held Thursday, March 5, from 5-7 p.m. 

"Jolei's Verschwundenes Bild/Jolei's Lost Painting"

Curated by Joachim Leisegang, who was the husband of Holy and brother of Leisegang, with …

2020-February-26-Charity Concert To Benefit Animal Shelter, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 26, 2020) – The Student Advisory Council of East Tennessee State University’s Department of Music will host its third annual Community Charity Concert on Friday, March 6, at 7:30 p.m. in the Brown Hall auditorium.

There is no admission fee, but donations are welcome.  All proceeds from this variety show will benefit the Washington County-Johnson City Animal Shelter.

The program will feature students of the Department of Music in solo and ensemble performances.  Included are a number of the department’s ensembles, such as ETSU Chorale, Percussion Ensemble, Jazz Combo, Swashbucklers, Harmonium, Ascension and The Buc 5, a …

2020-February-26-Etsu Elevates Pitch Competition Winners, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 26, 2020) – Each of the five teams selected to participate in the ETSU Elevate Pitch Competition came prepared with presentations and supporters last Thursday. The audience chose three winners, each receiving $5,000 service grants from East Tennessee State University to fund projects aimed at improving the lives of people across the region.

Now it is time for the winning teams from Sleep in Heavenly Peace, Inc., Feeding 5,000 and STREAMWORKS to begin implementing their projects.

First place went to Bunkheads, a team made up of students from Volunteer ETSU and Liv Detwiler from the Department …

2020-February-26-Hannah Mehaffey, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 26, 2020) – Recent East Tennessee State University Media and Communication graduate Hannah Mehaffey earned national recognition for a music video that she directed, filmed and edited as her capstone project.

Her black and white video for “Crying Again” by Morgan’s Mill earned Mehaffey third place in the music video category of the 2020 Broadcast Education Association Awards. The country video coasts through the ETSU parking garage and ends with an intimate concert by the band on the top deck. Mehaffey said that ever since she heard the song by her husband’s band, she’s envisioned the concept. …

2020-February-26-Pharmacy School Creates Early Admission Pathway For Aspiring Pharmacists, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 26, 2020) – East Tennessee State University Bill Gatton College of Pharmacy has created an Early Admission Pathway for aspiring pharmacists to get started on their pharmacy career now.

High-achieving high school seniors choosing to attend ETSU or current ETSU freshmen can apply to be accepted directly into Gatton College of Pharmacy through the Early Admission Pathway, which provides students the opportunity to earn both a Bachelor of Science and a Doctor of Pharmacy (PharmD) in six years. 

Currently, the pharmacy school is waiving application fees to apply for the Early Admission Pathway. Students can learn more …

Is It All In Your Head? How Your Beliefs About Money Influence Your Financial Behavior, Patricia T. Gouveia

AMTP Proceedings 2020

Is It All in Your Head? How Your Beliefs About Money Influence Your Financial Behavior

Patricia T. Gouveia

Florida International University

ABSTRACT

Research suggests that many consumers struggle with financial decision making. According to the Federal Reserve (2018), Americans accumulated a staggering $1.027 trillion in revolving credit in 2017 and one-quarter of the non-retired population reported having no retirement savings or pensions. This data underscores the importance of academic research that sheds light on the factors that might impact consumer financial behavior, such as savings, investing and budgeting. To fulfill this goal, the present research examines how expectations of social …