Business Commons^™

An Imc Approach To Building Trust Among Nonprofit Donors, Catherine A. Romaine

Honors Theses

This thesis explores the role of a holistic Integrated Marketing Communications strategy within the nonprofit sector. The research aims to identify the effectiveness of different marketing communication tactics in soliciting donations for nonprofit organizations. It examines the influences and motivations of donors when choosing one organization over another for their monetary contributions. The thesis investigates the impact of specific integrated marketing strategies in building and maintaining relationships with different stakeholders such as donors, volunteers, and employees.

Through a literature review of successful nonprofits and missteps within the sector, this thesis identifies various factors that contribute to nonprofit marketing success, including …

The Economic Impact Of The Cruise Ship Industry On Destination Port Countries During Covid-19, Katherine Snowberger

Honors College Theses

The travel and tourism industry was the fastest-growing industry in 2019. With more discretionary income available, many people spent their time traveling and exploring new cultures. One major sector of the travel and tourism industry is the cruise industry. In this sector of the industry, the clientele pays a flat fee to cover room, food, travel, and entertainment, which allows them to explore new and exciting ports of call. These port destinations rely heavily on tourism income to support their communities and infrastructure. This economic study aims to show how the COVID-19 pandemic has impacted destination port cities and how …

Cryptocurrency And The Stock Market, Can We Trust Them?, Natalie Snead

Honors College Theses

Cryptocurrency is a relatively new investment method and currency. Daily, the news media reports about its instability and the perceptions surrounding it. To provide a measure of its perceived stability and trustworthiness, I have conducted a survey of undergraduate and graduate students in various accounting courses. The questions asked in this survey are used to gauge the overall perceptions and opinions of students concerning the stock market and cryptocurrency. The survey uses a five point opinion ranking system, ranging in opinions from 1-5 (strongly disagree, disagree, neutral, agree, and strongly agree). This survey is also used in conjunction with questions …

Love Is Blind: The Ironic Effect Of Fans’ Experience On Taste Perception, Jennifer L. Stoner, Maria A. Rodas

Marketing Faculty Publications

Many consumers may proclaim a love for a certain sensory experience (e.g., the taste of chocolate for “chocoholics”). These fans may have a wealth of experience consuming the product they love. In three studies, we find that these fans’ love actually blinds them in their ability to report nuances about the products they consume because of the use of top-down information processing. However, when presented with novel brand information, fans switch to a more bottom-up approach which allows greater discernment of the consumption experience. Prompting mindful consumption can also impact a fan’s ability to report a product’s nuances more accurately.

2023-April-28-The World Needs Pharmacists Etsu Is Leading The Way, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 28, 2023)  – Tuition is on track in the coming weeks to be lowered for future pharmacists attending East Tennessee State University Bill Gatton College of Pharmacy in Johnson City, Tennessee. Pending approval from Governor Bill Lee, the state legislature ratified a $2.5 million annual appropriation to the college, the first state funding for the college since its founding in 2005. 

“State funding is a new and exciting chapter in our college’s history and vital for the legacy we leave behind,” said Dr. Debbie Byrd, dean of ETSU Gatton College of Pharmacy. “This annual appropriation will sustain …

The Meme Stock Frenzy: Origins And Implications, Dhruv Aggarwal, Albert H. Choi, Yoon-Ho Alex Lee

Law & Economics Working Papers

In 2021, several publicly traded companies, such as GameStop and AMC, became “meme stocks,” experiencing a sharp rise in their stock prices through a dramatic influx of retail investors into their shareholder base. Analyses of the meme stock surge and its implications for corporate governance have focused on the idiosyncratic creation of online communities around particular stocks during the COVID-19 pandemic. In this Article, we argue that the emergence of meme stocks is part of longer-running digital transformations in trading, investing, and governance. On the trading front, the sudden abolition of commissions by major online brokerages in 2019 reduced entry …

Rso Longevity Fund, Martin Fitzgerald Walker

Honors Theses

The reason for this research is to create a solution for fraternity and sororities as well as registered RSO’s on campus to allow them to create a fund that can provide a steady stream of income that will be used to pay national expenses, chapter expenses and fund future programs and events which may include scholarships or initiatives that the organizations feel the need to support.

Throughout my research I look to solve problems such as: How to Generate the Funds to support the renewable investment, how to manage the fund and who within the organization should manage and spend …

Unique Marketing Struggles In Web3 Compared To Web2, Vincent D'Ambrosia

Undergraduate Research Symposium Posters

Web 2 is a technical term in reference to the internet as we know it today and focuses on social media and allowing people to interact better and communicate with each other. Web3 is the next evolution of the internet and its focus leans towards decentralization which aims to place more control of an individual’s data and finances into their own hands. Due to this decentralization, connecting with people is more difficult compared to Web2 communication outlets. NFTs are a common and popular product in Web3. While they come in many forms, the collectible market dominates NFTs and these can …

Social Media Marketing Related To Nike, Felipe Herrera

Undergraduate Research Symposium Posters

This research examines positive and negative attitudes about social media marketing within Nike. Understanding consumer attitudes about social media marketing is important because it affects our lives every day and we are exposed to it on a regular basis. Previous research about this product category showed that there are new tactics Nike is using to expand business, how the pandemic affected usage of social media, and the percentages of apps being used by adults in the last year. I conducted three netnography analyses by observing consumer groups on Facebook, Twitter, and Reddit social media platforms on Nike to understand consumer …

A Study On The Development Of A Self-Motivation App To Increase Motivation In College Students, Paige Barker, Nathan Guerrero, Kyla Sannadan [email protected]

Undergraduate Research Symposium Posters

In 2021, the Healthy Mind Network published data which found a consistent decline in the mental health of college students. Mental health struggles is a major factor in lack of motivation in college students. Motivational smart phone applications are prevalent, but there is a lack of applications offering motivation to college students specifically. We hypothesized that a smartphone app geared toward motivating students could positively influence student motivation. To test this hypothesis, we designed and prototyped a new app we call “ Groove”, inspired by the phrase “getting into the groove” which ties in with the notion of productivity or …

Do Automated Market Makers In Defi Ecosystem Exhibit Time-Varying Connectedness During Stressed Events?, Bikramaditya Ghosh, Hayfa Kazouz, Zaghum Umar

All Works

We investigate the connectedness of automated market makers (AMM) that play a pivotal role in liquidity and ease of operations in the decentralized exchange (DEX). By applying the TVP-VAR model, our findings show higher level of connectivity during periods of turmoil (such as Delta, Omicron variants of SARS-Covid, and the Russia Ukraine conflict). Furthermore, risk transmission/reception is found to be independent of the platform on which they typically run (Ethereum based AMMs were both emitters as well as receivers). Pancake (a Binance based AMM) and Perpetual Protocol (Ethereum based AMM) emerged as moderate to high receivers of risk transmission, whereas …

Building On A Decade Of Hope: Why We Must Champion The Human Experience, Jason A. Wolf

Patient Experience Journal

The pages of PXJ have served a primary purpose, to expand the evidence on patient experience and push the boundaries of innovation in this critical work. But through this commitment, PXJ has seen much more happen. The contributions of our thousands of authors, reviewers and editors have also fostered an environment of connection. PXJ has emerged as something more than just a journal. It has become a place for conversation. It has served as a conduit for expanding excellence in practice. It has fostered new thinking. And it has broadened our global community. There is something very special found on …

The Cultural Impact On International Marketing: Understanding How Different Cultures Influence Advertising Perception And Strategies, Nathaniel Roffman

Honors Projects

This case study evaluates the effectiveness of standardized international marketing campaigns versus globalized international marketing campaigns in the context of two multinational corporations, McDonald's and Burger King, both operating in the United Kingdom. The study compares the outcomes of a standardized marketing approach, which uses the same marketing messages and materials across all regions, to a globalized approach that considers local cultural differences and modifies the marketing messages accordingly. The study analyzes the impact of each approach on brand recognition, and customer engagement, as well as the benefits and challenges associated with each strategy. Additionally, the study examines the importance …

Portland State University Spring Symposium Report, Stephen Percy, Amy Mulkerin, Anna Ruby, Andria Johnson, Rowanna L. Carpenter, Jill Emery, Jennifer H. Allen, Kevin Neely, Lindsey Wilkinson, Cara Meyer, Michelle Janke, Jen Gray-O'Connor, Brad Simmons, Kelly Fry

Office of the President Publications and Presentations

The 2023 Spring Symposium arose in response to a request to PSU administrators in a Faculty Senate Resolution. That resolution noted the high level of interest by the Faculty Senate in both understanding and engaging in the university’s budgeting processes.

The Symposium offered an opportunity for all PSU employees to come together to identify priorities and shared purpose regarding the university’s approach to long term financial planning. The recommendations created during the symposium are being shared with incoming president Ann Cudd to inform her thinking as PSU pursues a path toward financial sustainability.

Table of Contents

04 Statement from President …

2023-April-27-Stress Is Real. Learn How To Manage, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 27, 2023) – “Thriving or Surviving? Building Everyday Resilience” is the topic of an upcoming presentation in the East Tennessee State University Ballad Health Strong BRAIN Institute Resilience Series.

Dr. Patti van Eys will be the guest speaker for the free virtual presentation on Wednesday, May 3, at 2 p.m. Participants may register for the Zoom link at bit.ly/3LzkNbz.

In her presentation, van Eys, a licensed clinical psychologist and consultant for van Eys Mental Health, will seek to normalize the collective experience of mental and emotional health challenges, such as anxiety, grief, depression, loneliness, burnout and …

2023-April-27-Exceptional In Their Fields. Distinguished At Etsu., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 27, 2023) – Eleven members of the Class of 2023 at East Tennessee State University will be inducted into the 1911 Society. Named in commemoration of the year ETSU was founded, the organization honors the university’s most notable graduates from undergraduate, graduate and professional programs. The 1911 Society recognizes students who have distinguished themselves among all graduates for academic excellence, service and leadership.

“For more than a century, ETSU has carried forth a mission to improve the quality of life for the people of this region,” said ETSU President Dr. Brian Noland. “The 1911 Society is …

Times Are Changing: The Case Of Movado Group, Phuong Anh Nguyen, Wenting Pan

School of Economics and Business Administration Faculty Works

No abstract provided.

Assessing The Impact Of Supply Chain Management Processes On The Lebanese Industry Of Goods And Services During Times Of Uncertainty, Atef Harb, Mony Trad

Arab Economic and Business Journal

In general and through the three functions of Marketing, Operations and Finance, value for the customer is created. However, firms seldom create this value by themselves. Instead, they rely on a variety of suppliers who provide everything from raw materials to accounting. These suppliers when taken together can be thought of a supply chain. Being so diversified, the Lebanese firms have a huge challenge in setting an efficient supply chain process, thus, the firms and through their professional teams were able to set a detailed list of requirements to be followed to consolidate its data and to manage properly the …

Career Interests, Sarah Stepanek, Megan Paul

Umbrella Summaries

Career interests reflect individuals’ “trait-like preferences for activities, environments, and outcomes that motivate goal strivings and achievement” (Jones et al., 2020). Simply put, interests are a series of likes and dislikes that develop alongside one’s cognitive abilities and personality to shape human behavior (Jones et al., 2020; Low et al., 2005). Interests, thus, drive the amount of time and effort individuals spend acquiring knowledge and abilities within a certain domain and their pursuit of educational and career goals (Jones et al., 2020). According to vocational choice theory, individuals tend to seek work that aligns with their interests, and when this …

Lucky’S Legacy: Determining An Effective Relationship Between Music And Business Management Principles, Jacob Joseph

Honors Projects

The Recognition-Conversation-Reflection (hereafter “RCR”) framework is modeled after popular change management frameworks for accomplishing projects and goals, utilizing concepts found often in business management and strategy. While traditionally these ideas are found in the workplace, they also serve as complex practices that can be used in various contexts. The music industry is composed of a plethora of professions exploring vast genres and interpretations of melody around the world. Despite its diverse perspectives, music is rooted in performance involving ensembles of varying capacities. With the complexities of the RCR framework and the diversity of the music industry, the question I looked …

2023-April-26-Rotation Spotlight- Dakota Rorie ('23), Johnson City Medical Center, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Dakota Rorie (’23), from Blaine, Tennessee, who experienced a rotation at Johnson City Medical Center with Dr. Kelly Covert, preceptor and Pharmacy Practice faculty member.

What did your day look like on rotation? 

We attend night-shift handoff first thing in the morning. Then we work up our patients for the day and present them to Dr. Covert. After reviewing our recommendations with Dr. Covert, we present our recommendations to the family medicine team during table rounds. After the residents and medical students have finished presenting their patients, we go to each floor for rounds, speaking to our patients and …

Corn Grain Marketing Strategy Unbiasing For 2023, Matthew Stockton, Shannon Sand

Cornhusker Economics

Discusses cognitive biasing errors that may be employed--in the context of corn market strategizing--such as the Dunning-Krueger effect, availability or distancing bias, gambler's fallacy, and anchoring bias.

Ep And Security Professionals Help In The Fight Against Fraud, Alan Saquella

Publications

Fraud and corruption remain a significant issue for organizations worldwide, with the latest ACFE Report to the Nations indicating that it costs over $300 million, and corruption is one of the most prevalent methods of fraud. The lack of equal application of the Foreign Corrupt Practices Act (FCPA) in other countries due to cultural differences is one reason fraud and corruption persist. However, there are several ways in which organizations can curb the increase in white-collar crime, including the integration of security and executive protection into their fraud prevention strategies.

Benjamin Family Social Media Fellows, Katie Barton, Jenna Cobb, Kayli Fagan, Myles Forgue, Ryan Hanewich, Jenny Lynch, Santiago Najarro Cano, Tess Sanchioni, Lily Zgurzynski

School of Business Student Scholarship

Katie Barton ’24, Major: Marketing, Minor: Communications

Jenna Cobb ’24, Majors: Management and Marketing

Kayli Fagan ’23, Majors: Business Management and Studio Art

Myles Forgue ’24, Majors: Marketing and Theology

Ryan Hanewich ’23, Major: Marketing, Minor: Film/Video

Jenny Lynch ’23, Major: Marketing, Minor: Finance

Santiago (Santi) Najarro Cano ’24, Major: Marketing, Minor: Theatre

Tess Sanchioni ’23, Major: Marketing, Minor: Finance

Lily Zgurzynski ’25, Major: Computer Science, Minor: Marketing

Mentor: Liz Kay, Marketing and Communications

A generous endowment gift from Class of 1991 alumni Meg and Adam Benjamin led to the creation of the annual Benjamin Family Social Media Fellowship in …

Catholicism Online: How The Church Is Communicating In The Visual Field, Alexandra Barfield

Honors Theses

ABSTRACT

Given the rise and importance of social media in the last two decades, religious institutions, especially the Roman Catholic Church, have an important place online to fulfill their mission and belief of spreading the Gospel message. Communicating this message on social media and with contemporary marketing practices is an opportunity and a challenge for churches, Catholics, and apostolates alike. In this study, I analyze a variety of Catholic-related Instagram accounts and interview individuals involved in Church management and content creation. This primary research is prefaced with secondary research exploring the status of the Catholic Church in the United States, …

Rally With The Rapids: An Experiential Learning Project With Special Olympics Athletes, Emily Cisek Ph.D, Michael Mignano Ph.D, Jon Coles Ph.D

Findings in Sport, Hospitality, Entertainment, and Event Management

Background: Students who have participated in an experiential learning project are better prepared and have a superior internship because of the experience. Furthermore, students can increase their diversity-related competencies by developing interpersonal skills through exposure to diverse cultural identities. Purpose: Guided by intergroup contact theory, the purpose of this study was to explore the impact of an experiential learning project for a Special Olympics basketball event on undergraduate sport management student’s development of diversity-related competencies. Methodology/Approach: Participants included eight undergraduate sport management students from a Midwestern university who participated in the project as part of a sport management curriculum. Retrospective …

Performance Of Technological Startups: The Interaction Of R&D And Founding Team Human Capital, Qian Ye, Weijun Zheng

Journal of Business & Entrepreneurship

This study examines the impacts of R&D on new-born startups’ revenue during the 0-3 age period, as well as investigating the moderating role of founding team human capital in the R&D-revenue relationship. The sample is from a longitudinal panel data from the Kauffman Firm Survey (KFS), including a total of 1369 technology-based startups established in year 2004 and a total of 286 founding teams. Consistent with findings of previous research, results of this study suggest that startups who engage in R&D investments and activities in gestation/initial stage of business development have significant higher likelihood of obtaining high revenue in the …

The Collapse Of Lehman Brothers And The Economic Fallout, Mark Kuykendall, Lauren Leroy

ATU Scholars Symposium

This research paper analyzes the causes and effects of the bankruptcy of the investment banking company, Lehman Brothers. We examined the economic and financial conditions of the business leading up to the collapse, what they truly were and how that differed from what investors were misled to believe. We will also explain the falsified financial statements and show how they deceived investors, along with the accounting ethics and rules that were violated. We also discussed the economy after the collapse and how it affected not only investors, but others outside the company as well.

Graduate Faculty Directory, Christopher Andrews, Cody Mckenney, Drake Traylor, Joseph Freeman

ATU Scholars Symposium

The Graduate College would like to update the current faculty search page to filter search results by Department and Research in addition to Name. With the current system, a person who wanted to find an unknown professor based upon a department or an interest in research topic would be unable to search because the only option is to type the professor's name. We have created a website linked to a database containing graduate faculty that is able to search by name, filter by department, and search through the professors' listed research topics. This website will be much more useful and …

Marketing Campaign For Pope County Habitat For Humanity, Hailey Addison

ATU Scholars Symposium

Habitat for Humanity is a non-profit organization that assists families by building them homes. Habitat raises funds, interviews families in need and chooses a candidate, builds a home, and then gives the house to the family. What sets this organization however, is that they give a “hand up, not a hand out”. Instead of just giving them a house, they require the family to help build it. Also, the family is expected to pay an affordable mortgage back to Habitat. This philosophy promotes a sense of ownership in these new homeowners, and hopefully that will encourage them to take good …