Business Commons^™

The Role Of Storytelling In Digital Brand Marketing: A Case Study Of Tennessee Hills Distillery And Brewstillery, Cassidy Blackwell

Undergraduate Honors Theses

This study evaluates the impacts of brand storytelling on customers of a craft brewery and distillery in East Tennessee. Brand storytelling is well researched, but has not been applied to niche sectors and customer response. The study consisted of a 15-question survey distributed to customers of Tennessee Hills Distillery and Brewstillery (TN Hills), and received 139 responses. The results were that despite a seeming trend of lack of engagement with the business, respondents value brand stories and can identify unique brand characteristics. Respondents’ answers reflected a personal connection with TN Hills, and connected the brand to grander ideals like the …

Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey

Electronic Theses and Dissertations

The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …

You Don't Know What You Don't Know: A Collection Of Challenge And Acceptance From Women Owned Small Businesses In Johnson City, Tennessee, Nikki Vandusen

Undergraduate Honors Theses

With over 11.6 million establishments, women owned small businesses hold a crucial part in supporting the US economy’s wellbeing. However, owning a small business comes with numerous challenges that not all can overcome. This study investigates the challenges of ten women-owned small businesses in Johnson City, Tennessee. The interview results display that women struggle with similar challenges as men; however, they have more difficulty balancing gender roles and societal expectations with owning a small business. This research concludes that men and women do not have equal opportunities when it comes to owning a small business and women are at a …

Market Analysis And Strategy Formulation For Appalachian Cast Iron, Perry Kate Chumbley

Undergraduate Honors Theses

Marketing as a revenue generator for businesses seeks to entice consumers into making a final purchase. How this is achieved varies greatly depending on the size of firm, the goods or services being advertised, distribution channels, and other factors. This manuscript includes the creation of a marketing strategy for a small, online business, Appalachian Cast Iron, through the investigation of current literature, and analyses of the external and internal environments. The results provide strategies for areas in which the firm has opportunities to improve.

Branding Strategies In Non-Profit Organizations, Bryson Senter, Bryson Elliott Senter

Undergraduate Honors Theses

Branding through children is a marketing tactic that many organizations and businesses utilize today; but what marketing strategy best carries out a message to the children and their guardians themselves? This thesis examines the different strategies used by for-profit and not-for-profit companies in order to better understand branding through children. It dives into an experiment testing the effectiveness of various marketing approaches and their success of gaining further children at events. The strategies are then dissected into which worked best in order to answer the question, “What branding strategies are most effective for non-profits which focus on children?”

Social Media Marketing Strategies For Small Businesses: A Comprehensive Guide To Success And Growth, Isaac Deel

Undergraduate Honors Theses

Social Media Marketing Strategies for Small Businesses: A Comprehensive Guide to Success and Growth, explores the use of social media marketing strategies for small businesses.The purpose of this study is to identify specific strategies, techniques, and best practices for successful social media marketing. Social media has become a powerful marketing tool for businesses to promote their products and services. However, small businesses face unique challenges in the marketing landscape, including limited resources and low marketing budgets. Social media provides a low-cost, highly effective way for small businesses to reach new audiences and communicate with potential customers. With the right strategies, …

Female Motivation In Engineering, Manufacturing, And Stem-Related Trades, Leaann Nichole Manz, Leaann Nichole Manz-Young, Leaann Nichole Young

Electronic Theses and Dissertations

Historically, female representation in engineering and manufacturing trades has been underrepresented compared to their male counterparts. Given this trend, the scope of this paper is to analyze the motivational factors among females who are currently working in Engineering and Manufacturing related trades in the surrounding lower East Appalachian area. Literature research will support an analysis of the following focus: Females in Engineering and Manufacturing Trades. The study focuses on analyzing questionaries from thirty-two females based on the Social Cognitive Career Theory and its three components: “outcome expectations, career interest, and career self-efficacy”. The major findings of this study …

Motion Capture Technologies: Viability Of Consumer Level Motion Capture Solutions, John Thomas

Undergraduate Honors Theses

Motion Capture is a prevalent and useful technology in the animation industry as well as the medical and military industries. As technology becomes better and cheaper it begins to enter the consumer market. A consumer interest in motion capture animations made by anyone has been created with the technology. This paper will focus on a review of the new technologies that have allowed the beginning of consumer-level motion-capture animations. Included will be a review of the history of motion capture and then a study of methods, workflows, and necessary prerequisites for making motion capture data using consumer-available tools. The study …

Exploring Inventory Management's Effects On A Company's Profitability, Mason Frye

Undergraduate Honors Theses

Effective inventory management policy is a recognizable critical driver for company success, but which techniques and tools are relevant today? This thesis explores the theory that a company's inventory management practices directly impact the firm's efficiency, responsiveness, and profitability. Research from previously published studies on inventory management is shared to develop a framework of understanding to answer the question of relevancy. Additionally, interviews with successful business professionals within the field provide additional insight into specific inventory management practices that affect profitability and performance. Moreover, these professionals discuss how the practices are effectively applied in the real world today. Finally, this …

The Authenticity Of Body Positivity In The Media: A Comparative Analysis Of Four American-Owned Companies, Emma Mink

Undergraduate Honors Theses

Marketing strategies are changing how businesses sell their products. The body positivity movement is causing consumers to examine companies to determine if their intentions are authentic. Some of the ways consumers evaluate company authenticity include examining corporate social responsibility reports, types of advertising, or the brand-cause fit between the company and the body positivity movement. The author of this study followed two companies (Dove and Aerie) that are known for body positive advertising messages and two companies (Mattel/Barbie and Victoria Secret) that are known for promoting unrealistic body expectations. The author examined each companies’ mission statement, annual report, and types …

Strength Of Weak Ties Theory And College-University Marketing: A Case Study Of Etsu's Clemmer College, Sarah Nobles

Electronic Theses and Dissertations

As scholarly institutions enter a new era of hyper-competition, seeking innovative ways to engage with student populations has become central to social media marketing efforts. Developing strategies and tactics to interact with existing student populations presents new challenges for marketing departments, as well as the stakeholders who are often asked to provide user-generated content. Strong ties among stakeholder relationships can enhance communication with effective outcomes; however, it is the weak ties that may have the most impact. This study draws on existing literature regarding Strength of Weak Ties Theory and faculty and student surveys in East Tennessee State University’s Clemmer …

Consumer Preferences For Sustainability And Its Impacts On Strategic Management Processes In The Chemical Industry: An Exploratory Investigation, Levi Little

Undergraduate Honors Theses

The ability to create and implement sustainable business operations has become increasingly important for chemical firms to keep up with ever-growing consumer demands for sustainability. This thesis is an exploratory investigation designed to examine the strategies and decisions made by top management of select chemical firms while dealing with consumer pressures for sustainable products and processes. The implementation of specific structures and processes were studied to measure the extent chemical firms have taken for sustainable operations. These measures of the strategic processes of the firms studies include corporate vision, mission, and goals, sustainability structure, product offerings, supply chain management, reporting, …

Bucwild, Morgan Mcclanahan

Undergraduate Honors Theses

BucWild is a student-led organization, by the students for the students. We are closing the gap between student life and athletics through social media. We believe that in order for students to have the best experience possible at ETSU, involvement is crucial. In May of 2021, we began our mission to launch this organization for the 2021-2022 school year. Here is an in-depth look at how we did this.

Intraday Algorithmic Trading Using Momentum And Long Short-Term Memory Network Strategies, Andrew R. Whitinger Ii

Undergraduate Honors Theses

Intraday stock trading is an infamously difficult and risky strategy. Momentum and reversal strategies and long short-term memory (LSTM) neural networks have been shown to be effective for selecting stocks to buy and sell over time periods of multiple days. To explore whether these strategies can be effective for intraday trading, their implementations were simulated using intraday price data for stocks in the S&P 500 index, collected at 1-second intervals between February 11, 2021 and March 9, 2021 inclusive. The study tested 160 variations of momentum and reversal strategies for profitability in long, short, and market-neutral portfolios, totaling 480 portfolios. …

Online Atmospherics In Second-Hand Retail, Hope Manuel

Undergraduate Honors Theses

Within the retail sector, two sections have grown drastically with the help of each other in the past decade. Those two sections include online retail and second-hand retail. Online retail has grown remarkably due to the implementation of online atmospherics. This phenomenon led to the purpose of this study: to observe the online atmospherics present in online second-hand retail. To achieve this purpose, the literature related to online retail, target audience, motivations of consumers, reselling, and online second-hand apps was explored. For this study, five online second-hand retail sites were chosen. Eighteen of the most common online atmospherics were observed …

Risk-Return Dynamics Using Leveraged Etf Options, Eliza Wampler

Undergraduate Honors Theses

This study uses barbell strategies on the S&P 500 and the NASDAQ 100 to explore if funds invested primarily in fixed income assets with a portion of the investment placed in in-the-money call options can participate in upside potential, while also reducing risk. This study examines call options on the underlying indexes as well as their leveraged, 2x and 3x, counterparts. The barbell strategy studied, 88% in fixed income bonds and 12% in call options, does not have a higher return than the underlying index, and adds additional risk. However, a weighted portfolio with combinations of a risk-free asset and …

The Relationship Between Twitter Mentions & Stock Volatility During Trading Hours, Connor Day

Undergraduate Honors Theses

A new paradigm in investing has been created where people have easier access than ever to invest in the stock market from the convenience of their phones. Through zero-commission trading apps, like Robinhood, less starting capital is required. This research is used to investigate the relationship between the frequency of social media mentions on Twitter and a particular stock’s volatility. This will be done using the qualitative data analyzing tool AtlasTi to calculate the frequency in which a particular stock ticker is mentioned on Twitter during trading hours. The volatility of the stock will be calculated using data from Yahoo! …

The Influence Of Social Media On The Tourism Industry: A Content Analysis Of Culinary Tourism Brands Via Instagram, Angela White

Electronic Theses and Dissertations

The tourism industry in the United States is constantly changing and being influenced by social media, specifically Instagram. Culinary brands use Instagram to advertise their restaurants and dishes in a creative, visual way. As a result, Instagram is now being used as a tool by tourists and both potential and current customers to share their dining experiences and find these locations based on the visual appeal. This study provides a content analysis of Instagram account information and photo composition within eight popular culinary tourism destinations by examining the strategies used by the accounts. 50 randomly selected photos were used from …

Movies That Sell: A Rhetorical Analysis Of Product Placements In Marvel Movies, Andrew Nii Okai Okai

Electronic Theses and Dissertations

The advancement of digital entertainment media has given audiences the ability to skip ads that do not interest them. Consequently, brands face the challenge of creating ads that can compel audiences and finding media outlets that can effectively reach target audiences. Brands today use product placements to promote their products because movie audiences are generally attentive to ads when they are incorporated in a movie’s narrative. Marvel Cinematic Universe is a globally recognized entertainment franchise that uses product placements strategically to promote brands in their movies and TV shows. In this study, I conduct rhetorical analyses of select product placements …

Examining The Current Role Of Out-Of-State Buyers In The Tri-Cities Within The Confines Of Residential Real Estate, Paul Arrowood

Undergraduate Honors Theses

We are seeing an influx of out-of-state buyers into Tennessee, and the Tri-Cities area specifically. As a major emerging housing market in the US, the Tri-Cities is being inundated by people from all states and walks of life seeking a better life in Appalachia. Although the reasons vary by person, many agree that political alignment, taxation levels, and the quietness of this area lends itself to population growth. While most members of the housing industry have noticed this uptick in out-of-state buyers, few have taken the time to analyze their own records or review the empirical evidence that is present …

Digital Brand Identity Design From A User Experience Perspective, Isaiah Harwood

Undergraduate Honors Theses

As a graphic designer and as a creative in general, my interest has always been in the conceptualization and execution of brand identities. I am most comfortable as a designer when I am working in the realm of art direction, and most of my design heroes and inspirations are legendary art directors and designers like Paula Scher, Paul Rand, and Michael Bierut. Logo and wordmark design in particular are among my favorite aspects of design, and finding ways to creatively apply these foundational aspects of a brand to each stage of the user experience is exciting to me. The stages …

Technology In Accounting: A Qualitative Study Of Undergraduate Preparedness, Alyssa Dingus

Undergraduate Honors Theses

Throughout history, technology has had a major impact on every profession and how certain tasks are performed. In recent years, technology has accelerated at an astonishing rate causing a total shift in the valuable skillsets of young professionals. Accounting is no exception to this shift and, as technology continues to advance, emerging accounting professionals will no longer be expected to enter the workforce only with basic pen-and-paper accounting knowledge. Instead, they will also be expected to possess analytical skills and be prepared to apply and learn the newest technology on the market. However, the traditional accounting curriculum does not focus …

Ethical And Sustainable Cosmetics And Their Importance On Consumer Purchase Behavior, Warda Rawof

Undergraduate Honors Theses

“Sustainability is increasingly important to consumers as they consider not only the effects products they buy have on their personal health, but also the impact they have on our wildlife, soil, and the people who work at every level of the supply chain. As climate change has moved from a future concern to a present reality, going green has become a driving force for innovation in every industry, including beauty” (Linkage, 2020). The importance of ethical and sustainable products is on the rise in the beauty industry, it is becoming increasingly apparent that having ethical and clean products are important …

Etsu's Accounting Program: Creating Cpas, Christopher Jones

Undergraduate Honors Theses

Becoming a Certified Public Accountant (CPA) is the goal of many aspiring accountants. Universities and colleges prepare students to gain the necessary skills to pass this certification exam; however, the CPA exam is increasingly difficult, and students continuously struggle trying to pass all four parts of the CPA exam. The goal of this research project is to gain a better understanding of how ETSU can better prepare students to become CPA exam ready, since this certification leads to increased job opportunities, pay, etc. A survey was sent out to 90 previous graduate students at ETSU with both multiple choice and …

The Impact Of Artificial Intelligence In The Customer Journey: A Case Study Of Bosch Usa And Defy South Africa, Tariro S. Munyengeterwa

Electronic Theses and Dissertations

Artificial intelligence (AI) continues to gain traction and is increasingly reshaping the media and marketing communications field. While significant research has been conducted on the impact of AI in other fields, there is little empirical evidence on how AI is affecting the customer journey. The present study explored both organizations’ current use of AI tools and how customer perceptions about AI affect AI usage and adoption through the lens of diffusion of innovation theory. The research was conducted using mixed-method qualitative research. In-depth interviews and a case study content analysis were conducted to collect and analyze the data. The results …

Personification In Advertising: A Rhetorical Analysis Of Digital Video Ads In The Insurance Industry, Dorm Kpedor

Electronic Theses and Dissertations

Major companies in the insurance industry—notably Allstate, Progressive, and Farmers—often employ personification as a creative rhetorical tool in digital video advertisements. By leveraging brand characters in various ways, these companies seek to establish trust and engender emotional impact in customers. Allstate ascribes destructive characteristics that are associated with house cats to its Mayhem character; in doing so they evoke the desired emotional responses of humor and fear. Progressive creates and deploys the Motaur character, a visual personification and play on the Centaur; in this case, the company’s rhetorical strategy is to evoke humor and nostalgia that resonate with motorcycle owners. …

Forecasts And Implications Using Vix Options, Spencer Stanley, William Trainor

Undergraduate Honors Theses

This study examines the Chicago Board Option Exchange (CBOE) Volatility Index (VIX) which is the implied volatility calculated from short-term option prices on the Standards & Poor’s 500 stock index (S&P 500). Findings suggest VIX overestimates average volatility by approximately 3% but explains 55% of S&P 500’s proceeding month’s volatility. The implied volatility (IV) from options on the VIX add additional explanatory power for the S&P’s 500 proceeding kurtosis values (a measure of tail risk). The VIX option’s volatility smirks did not add additional explanatory power for explaining the S&P 500 volatility or kurtosis. A simple trading rule based on …

Implications Of Emerging Technologies On The Accounting Profession, Collin Peace

Undergraduate Honors Theses

Automation recently implemented for some and awaiting to be implemented for others is set to revolutionize the field of accounting, as well as the roles and responsibilities of those who work in it. This study will present and analyze the impacts of current emerging technologies on the accounting profession through first-hand interviews with current accounting professionals. Secondary data obtained will provide the reader with the proper context and background of these technologies, while the primary data acquired from the interviews will explain the implications such technologies will have or are currently having in their respective companies/firms. The results of this …

Comparative Views On Age Discrimination Within Appellate Court Decisions: Utilizing Werner And Bolino’S Framework, Daniel Trinkle

Undergraduate Honors Theses

The manner by which courts view performance appraisals in relation to the outcome of case is certainly a topic worthy of discussion. Utilizing the framework used within the work of Werner and Bolino (1997), the following study was able to accomplish two main goals: (1) update the information of Werner and Bolino (1997) by evaluating modern cases, and (2) to evaluate new data regarding age discrimination utilizing the same framework as Werner and Bolino (1997). Utilizing chi-square analysis to test all of the hypotheses, it was demonstrated that there was statistical significance in performance appraisals with the presence of a …

Speaker Prototyping Design, Andrew Lathe

Undergraduate Honors Theses

Audio design is a pertinent industry in today’s world, with an extremely large market including leaders such as Bose, Harman International, and Sennheiser. This project is designed to explore the processes that are necessary to create a new type of product in this market. The end goal is to have a functioning, high–quality set of speakers to prove various concepts of design and prototyping.

The steps involved in this project go through the entire design process from initial choice of product to a finished prototype. Processes include the selection of outsourced components such as drivers and necessary connectors. The design …