Business Commons^™

Essays On Performance Implications Of Social Media For Established And Nascent Firms, Alireza Golmohammadi

Graduate Theses and Dissertations

The possibility of large-scale communication with stakeholders brought about by social media has made these new channels of communication an important arena for spending marketing budgets. Despite the increasing share of social media in firms’ marketing budget, there is significant heterogeneity in firms’ social media communication practices even within the same venue and among firms from the same industry. As such, there is need for more research on how firms can leverage social media to achieve better performance. In order to address this broad question, two essays have been designed and executed.

The first essay utilizes integrated marketing communication as …

Buying Behaviors Of Generation X Women On Fast Fashion Products: A Mixed Methods Study, Yiyue Fan

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

Fast fashion has changed the world’s fashion industry and consumer behavior extensively. Not only has the fast fashion provided “hot” products that capture the latest fashion trends from the catwalk, but has also allowed consumers purchase products with affordable prices (Su et al., 2016). Generation X is an important age group to study since it “bridged pre-digital and digital cultures, liberal and neo-conservative political swings, material abundance and economic hardship, social engagement” and has an important role in bridging baby boomers and the Millennials (Katz, 2017). A lot of literature is available about Millennials consumer buying behavior, but very little …

A Cross-Cultural Investigation Of The Relationship Between Customer Demographics And Hotel Room Price Perception, Jinhua Hong

UNLV Theses, Dissertations, Professional Papers, and Capstones

In this paper, the researcher explored the significant effect of multiple demographics, age, gender, marital status, and culture, on a customer’s perception of hotel room prices. The customer’s perception of hotel room rates was assessed by three variations, perceived value, perceived fairness, and willingness to pay. Descriptive statistics, MANOVA, and ANOVA were applied in this study. The results demonstrated that age, gender, and marital status had a significant impact on a customer’s perceived value; age, gender, and culture significantly influenced a customer’s perception of fairness; yet, none of these demographics had a significant impact on a customer’s willingness to pay. …

Social Media Influencer Endorsement And Events: An Integrated Framework Of Congruence, Jie Sun

UNLV Theses, Dissertations, Professional Papers, and Capstones

In today’s digital world, marketing practitioners have increasingly started to reach out to their audiences by integrating social media influencer (SMI) into their marketing plans. The purpose of this dissertation was to explore the factors influencing SMI endorsement effectiveness in the context of event. Based on relevant theories (congruity theory, match-up hypothesis model, self-congruity theory, and vicarious self-perception) and a thorough review of existing literature in the SMI endorsement, the present study developed an integrative research model which included follower’s prior attitude toward SMI, attitude toward the event, pass-on behavior intention, event participation intention, SMI-event congruence, event-follower congruence, and SMI-followers …

When Beauty Is The Beast: The Effects Of Beauty Propaganda On Female Consumers, Savannah Greenfield

Theses/Capstones/Creative Projects

Women are faced with a constant barrage of advertisements every day and the subliminal messages that come with this visual assault. These messages are influenced by years of sexism and oversexualization in the media, and shape the actions of female consumers. This investigation reviews three existing studies that demonstrate the negative effects of beauty advertisements on women. These effects are then studied through the lens of female consumer behavior to evaluate women’s motivations in continuing to buy beauty products. A link between negative effects and consumer motivations is discussed to reveal the harsh grip of sexism on the beauty and …

2018-August-Gatton Welcomes Dr. Siva Digavalli, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Gatton welcomed a new addition to its faculty this fall: Dr. Siva Digavalli, who will serve as an associate professor of pharmaceutical sciences.

Digavalli has over 16 years of drug discovery experience working for Bristol-Myers Squibb (BMS), a global biopharmaceutical company. There he served as a principal scientist and led a team of scientists for multiple discovery programs, including areas of neuropsychiatric, pain, and gastrointestinal motility disorders.

His research focuses on advancing biomarkers to facilitate neuropsychiatric drug development. In particular, he has focused on treating schizophrenia. At Bristol, Digavalli was integral to the effort that delivered nearly a dozen candidate …

2018-August-01-Stuart Shelton, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Competitive Dynamics Of New Dvd Releases, Anirban Mukherjee, Vrinda Kadiyali

Research Collection Lee Kong Chian School Of Business

We study the market for new (movie) DVDs in the United States. Our demand model captures seasonality, freshness (i.e., time between theatrical and DVD release), and state dependence. We also develop a structural model of dynamic competition in which studios balance waiting for high-demand weeks, against reduced freshness, and against competitive crowding. We find that studios emphasize DVD revenues from larger movies (by theatrical revenue) over DVD revenues from smaller movies. Studios also emphasize revenue from consumers who prefer larger and fresher movies. These behaviors are consistent with managerial conservatism: studio executives forgo DVD revenues from smaller movies to ensure …

Mirror, Mirror On The Retail Wall: Self-Focused Attention Promotes Reliance On Feelings In Consumer Decisions, Hannah H. Chang, Iris W. Hung

Research Collection Lee Kong Chian School Of Business

The authors propose that increased attention that consumers pay to themselves promotes relative reliance on affective feelings in making decisions. This hypothesis was tested in a variety of consumption domains and decision tasks, including real-life, consequential charitable donations. Consistent support from five experiments with more than 1,770 participants shows that (a) valuations of the decision outcome increase when consumers with high (low) self-focus adopt a feeling-based (reason-based) strategy. The hypothesized effect of self-focus on relative reliance on feelings in decision making is (b) moderated by self-construal. Further, greater attention to the self (c) increases evaluations of products that are affectively …

Affective Boundaries Of Scope Insensitivity, Hannah H. Chang, Michel Tuan Pham

Research Collection Lee Kong Chian School Of Business

People can be surprisingly insensitive to quantities in valuation judgments—a phenomenon called scope insensitivity, which is generally attributed to the operation of affective processes in judgment. Building on research showing that affect is inherently a decision-making system of the present, we propose that scope insensitivity is more likely to be observed in decisions that are psychologically proximate to the immediate self. Consistent with this proposition, results from seven experiments (and two replications) show that scope insensitivity is more prevalent in decisions that are temporally proximate, both prospectively (near future vs. distant future) and retrospectively (recent past vs. distant past), and …

Marking To Market And Inefficient Investment Decisions, Clemens A. Otto, Paolo F. Volpin

Research Collection Lee Kong Chian School Of Business

We examine how mark-to-market accounting affects the investment decisions of managers with reputation concerns. Reporting the current market value of a firm’s assets can help mitigate agency problems because it provides outsiders (e.g., shareholders) with new information against which the management’s decisions can be evaluated. However, the fact that the assets’ market value is informative can also have a negative side effect: managers may shy away from investments that indicate conflicting private information and would damage their reputation. This effect can lead to inefficient investment decisions and make marking to market less desirable when market prices are more informative.

2018-July-30-Gatton Welcomes New Residents, Fellow, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 30, 2018) — East Tennessee State University’s Bill Gatton College of Pharmacy welcomes several new residents and a fellow who will be furthering their postgraduate pharmacy training in various practice settings over the next few years. 

Laura Dollins, of Berea, Kentucky, is the first resident in Gatton’s new Postgraduate Year 1 (PGY1) Community-based Pharmacy Residency, a program created in partnership with Boone Drug and Healthcare in Boone, North Carolina. The program is designed to prepare community-based pharmacists as leaders and innovators through unique practice experiences, with the goal of elevating pharmacy practice and overall healthcare both …

2018-July-30-Pharmacy Welcome, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Social Comparison Theory And Interpersonal Contact, Y. Jin Youn, Kiwan Park

Asia Marketing Journal

Incidental envy influences behavior in various domains. However, no research, to date, has investigated whether incidental envy influences interpersonal behavior toward others who are unrelated to the emergence of the emotion. That is, the literature is silent on how those who experience incidental envy engage in interpersonal contact and how this may affect consumers. In this paper, we address this question by investigating the influence of incidental envy on interpersonal contact with others of higher or lower status based on the social comparison theory. We demonstrate that incidental envy (versus a neutral emotion) motivates people to contact higher status others …

Using Predictive Analytics To Profile Potential Adopters Of Autonomous Vehicles, Eun-Ju Lee, Nordirov Zafarzon, Jing Zhang

Asia Marketing Journal

Technological advances are bringing autonomous vehicles to the ever-evolving transportation system. Anticipating adoption of these technologies by users is essential to vehicle manufacturers for making more precise production and marketing strategies. The research investigates regulatory focus and consumer innovativeness with consumers" adoption of autonomous vehicles (AVs) and to consumers" subsequent willingness to pay for AVs. An online questionnaire was fielded to confirm predictions, and regression analysis was conducted to verify the model"s validity. The results show that a promotion focus does not have a significantly positive effect on the automation level at which consumers will adopt AVs, but a prevention …

The Effects Of Dependence And Conflict On Qualitative And Quantitative Organizational Performances In Partnership, Bohyeon Kang

Asia Marketing Journal

This study examines the effects of dependence and conflict on organizational performances in partnership, qualitatively (trust) and quantitatively (sales) under four control variables (period of business, number of goods, competition density, and number of employees). Also, this study presents termination cost and alternative attractiveness as the antecedents of dependence, goal incongruity and unfairness as the antecedents of conflict. As the results of analysis with survey data from 360 distributors in manufacturer-distributor partnership, 7 hypotheses are supported and 2 hypotheses are rejected. The results of structural equation modeling (SEM) verify that termination cost increases dependence, that alternative attractiveness reduces dependence, that …

A Future Contraction Effect In Intertemporal Choice For Durable Goods, Byung Kyu Kim

Asia Marketing Journal

Recent research reported that perception of future time is non-linearly scaled. That is, as objective time gets longer, subjective perception of the objective time does not grow proportionally. The non-linear time perception implies that the same future time feels shorter when it starts in the future than when it starts immediately. The authors call this as a future contraction effect. The current research tests two important implications of the effect regarding consumers’ intertemporal preference for durable goods. First, consumers who contract future more will be more impatient for durable goods compared to those who contract less because the former would …

Strengthening Market Position Through Branding “Cheongkwanjang”, Kay Ryung Koo, Sang Yong Kim, Seok Kyun Kim, Jun

Asia Marketing Journal

Korea Ginseng Corporation is a global ginseng company, owning one of the most leading brands in Korea, CheongKwanJang. Although Korea Ginseng Corporation was an undoubted market leader in the red ginseng market, it faced a new challenge in 2012 due to the changes in market environment. In order to keep its market leadership in a saturated and competitive market, the company decided to extend its product lines alongside the launches of new brands. In this article, the authors demonstrate the development process of the company’s brand portfolio strategy to reveal how the company turned CheongKwanJang into a mega-brand. Also, this …

Submission Information Etc.

Asia Marketing Journal

No abstract provided.

Asia Marketing Journal Vol. 20 No. 2 목차

Asia Marketing Journal

No abstract provided.

2018-July-27-Planet Viewings, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-July-27-2018 Ibma Nominations, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-July-26-Raspberry Pi Coding Camp, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-July-24-Qcom Interim Dean, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-July-23-Doctoral Students Receive National Research Awards, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 23, 2018) – Two East Tennessee State University doctoral students have received prestigious fellowship awards for their research efforts within the ETSU Bill Gatton College of Pharmacy.

Hannah Oakes, of Bristol, earned a Pre-Doctoral Fellowship Award from the American Foundation for Pharmaceutical Education (AFPE). The highly competitive fellowship award includes $10,000 per year to be used toward research and educational costs. 

As part of the application process, Oakes submitted research proposals that were reviewed by a panel and selected based on novelty, relevance and feasibility of the proposed research.

Oakes’ research is related to attention deficit hyperactivity …

2018-July-23-Pharmacy Fellowship Awards, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Consumer Welfare And Price Discrimination: A Fine Line, Marie Wallmark, Eyal Greenberg, Dan Engels

SMU Data Science Review

Traditionally, it was not feasible for businesses to determine the maximum price the buyer was willing to pay, but with the availability of big data and the deployment of sophisticated algorithms, with a great degree of precision businesses can ascertain the maximum willingness price. Some forms of price discrimination are prohibited under the Robinson-Patman Act of Antitrust (1890), provided demographic characteristics such as race and gender are the determining factors. The problem with this interpretation is that sellers are not transparent about what factors are taken into consideration when determining price. Current laws are either limited in their interpretation or …

2018-July-19-Surveying Program Wins Education Award, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-July-18-Carter Railroad Heritage Day, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-July-18-Liver Disease Research, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.