Business Commons^™

Just Be Happy?: Investigating The Role Of Joy In Influencer Marketing Campaigns Within The Fitness Industry, Grace Gill

Marketing Undergraduate Honors Theses

Influencer marketing has become exceedingly relevant with the rise of the digital age, difficulties of the attention economy, and successes of social media marketing. Clearly, influencer marketing can be advantageous for brands, however research is limited, and best practices are generalized. This particular research focuses on influencer marketing in the fitness industry and best practices for brands implementing fitness influencers. This paper specifically analyzes the emotion breakdown of fitness influencers’ content and the value of portraying joy through branded content to the success of these influencer marketing campaigns. Through comparing quantitative data collected from third-party platforms with data gathered through …

The Ethical Implications Of The Multi-Level Marketing Industry, Lauren Longworth

Marketing Undergraduate Honors Theses

The first multi-level marketing (MLM) businesses were created in the early 20th century and have seen a substantial increase in popularity during the COVID-19 pandemic due to their work-from-anywhere nature. Multi-level marketing is “the practice of distributing, selling or supplying products or services through various levels of independent agents” (Koehn, 2001, p. 153). As working from home became the norm in the past few years, MLM businesses promised financial freedom, a steady income, and opportunities for growth, all by working on the Internet. What was often less transparent is the likelihood of these independent agents making a profit. Distributors have …

Corporate Social Responsibility: The Case Of The Alcohol Industry, Amanda Kidd

Marketing Undergraduate Honors Theses

This thesis is a research study on the practices of the alcohol industry in relation to alcohol abuse, using spirits as a case study. This thesis begins by looking at statistics about people experiencing addiction and the alcohol industry as a whole. This thesis talks about what spirits companies are currently doing and how they could be more socially responsible. It will take a deep dive in 10 spirits companies, looking at their practices and what they are doing about alcohol responsibility. The purpose of this study is to advocate for alcohol brands to go a step further in assisting …

Challenges And Recommendations For Disaster Response For The Medical Supply Chain: A Case Study Of Hurricane Laura, Anna Catron Lee

Marketing Undergraduate Honors Theses

There are many areas that need improvement in the medical supply chain when it comes to humanitarian disaster responses specifically related to hurricanes. The purpose is to provide an overview of the various factors and challenges in the medical supply chain that must be considered when responding to a hurricane disaster, focusing specifically on Hurricane Laura. Specifically, I focus on five key issues that I assembled based on the literature that must be taken into account when responding to hurricane disaster: (1) availability of resources, (2) inventory management control, (3) risk management strategies, (4) coordination among stakeholders, and (5) debris …

A Live Performance Guide: Building A Concert, Genevieve White, Genevieve White

Honors College Theses

Many are unaware of the production process when it comes to live performances in the Music Industry. While the obvious barriers of obtaining a time, place, and performer can be easily concluded, many outside of the industry fail to consider other components that contribute to successful performances. The attainment of proper contracting, performance licenses, and music materials are just a few examples of the thought and preparations that go into planning and accomplishing a successful concert.

This project, from conception to execution, was intended to further my knowledge of live performance through the utilization of classroom education and industry experience. …

Consolidated Training Curriculum, Braden Myers

Theses/Capstones/Creative Projects

The onboarding and training process is a crucial part of any business’s hiring process. Through a robust training system, a business can streamline the downtime it takes for a new employee to “learn the ropes.”

This phenomenon can be very pronounced in businesses with complex programs and tasks, like the accounting profession.

Through the coordination of three different departments, a web-based learning software, and administration, the creation of a centralized training platform was the goal.

This framework allows the managers to easily apply their lesson plans and quickly distribute these lessons to staff and interns

Accountng Analysis Of A Goodwill Industries International, Elizabeth Howard

Theses/Capstones/Creative Projects

Goodwill Industries International has clean financial health. They are liquid after COVID but plan to invest in different services directed at digital skills. They have no long-term debt, which frees up cash for services and can be considered a strength. Weaknesses in the financials directly attributable to COVID were: a cancellation of 2 million dollars’ worth of pledges in 2020, a decrease of 40 million dollars of program expense over two years, and a drop in investment return to 2.88%. Program expense ratio and Fund-Raising ratio are excellent at 91% and 2.2% respectively in 2021. Weaknesses I find are mostly …

Crafting The Brand: Characterizing Consumer Perspective Of Brand Equity Among Microbreweries In Northwest Arkansas, Alyssa Johnson

Graduate Theses and Dissertations

Craft beer and craft breweries are on the rise across the United States and more importantly, in Arkansas. Throughout the past two decades, craft beer has gained popularity in the state of Arkansas as the number of craft breweries have risen across the state. However, there is currently little literature on how branding in craft breweries in Northwest Arkansas is used to gain and retain loyal consumers. This study aimed to add to the academic literature and provide practical recommendations to practitioners on how brand equity is built among craft breweries in Northwest Arkansas, using qualitative interviews. Marketing strategies of …

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 …

A Leadership Laboratory: Exploring The Use Of Case-In-Point Pedagogy To Develop Complex Thinking In Leaders, Erica Corley Jackson

Dissertations

Leadership scholars have identified a growing gap between the complexity of 21^st century organizations and the capabilities of individuals in positions of leadership to adequately address these challenges. This gap has contributed to a so-called complexity crisis—a situation in which the demands placed on those in leadership positions increases “at a rate that significantly outstrips the rate at which” leaders are cognitively developing (Rich-Tolsma & Oliver, 2016, p. 1). One way to respond to this growing need for complex adult thinking is through metacognitive development initiatives. However, finding educational methods to promote metacognitive development has proven to be …

Lighting And Furniture In Higher Education: The Impact Of Classroom Environmental Features On Student Learning Perceptions, Robert Mcdonald

Honors Theses

Universities worldwide are undertaking extensive renovations and new construction projects to enhance their facilities. These efforts include upgrading flooring, repainting walls, purchasing new furniture, and updating lighting. With many outdated classrooms, institutions redesign older spaces and invest in more modern facilities to create comfortable and collaborative environments. Researchers and commercial manufacturers have studied the significant impact of classroom environments on students' mental well-being, perceptions, and learning performance. However, while research shows the effects of school environments on Pre-K - 12 students, limited studies have focused on the impact of classroom environments in higher education. This research aims to fill this …

For Whom Does It Pay To Be A Moral Capitalist? Sustainability Of Corporate Financial Performance Of Esg Investment, Mariya Gubareva, Zaghum Umar, Tatiana Sokolova, Valentina Antonyuk

All Works

This paper analyzes the risk-return characteristics of socially responsible investing by employing a time-varying capital gain and Sharpe ratio analysis for various investment horizons. We employ the MSCI ESG (environmental, social and governance) leaders indices in ten markets encompassing Australia, Canada, Europe, Japan, UK, USA, China, India, Russia, and South Africa. Our sample ranges from 2007-2020. We document that ESG investments have very desirable return and hedging attributes for investors in these markets, and especially so in the USA and emerging markets.

2023-May-01-Our Appalachian Expertise Is Well-Recognized, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Center of Excellence for Appalachian Studies and Services has received a nearly $50,000 grant from the National Endowment for the Humanities (NEH) to begin developing an online, open-access version of its acclaimed Encyclopedia of Appalachia.  

 

The grant is part of $35 million in NEH grants awarded to 258 humanities projects across the country and is one of only five awarded in Tennessee. Dr. Ron Roach, director of the Center, will lead the project and serve as a general editor.  

 

“Our Center of Excellence is delighted to lead this multi-year project that will involve …

The Rapid Increase Of Ransomware Attacks Over The 21st Century And Mitigation Strategies To Prevent Them From Arising, Sanjay Jacob

Senior Honors Theses

Cyber-attacks have continued to become more common throughout the past century as more people are exposed to the Internet. Every year, various studies, reports, and scholarly research is done to emphasis the rapid increase of attacks. In this honors thesis, the student sought to gather further information about the rise of ransomware attacks, various cyber threats, discuss the psychological manipulation that exist, and provided the reader with an ethical complement of cyber-attacks. Additionally, case studies from previous research have been analyzed and mitigation strategies have been explained to provide the reader with practical application. This research emphasizes in on key …

Multivariate Econometric Regression Of Factors That Determine Form Of Disposition Of Human Remains Using Archival Death Certificates, Salt Lake County, Utah, Delphine T. Feigenbaum

All Graduate Plan B and other Reports, Spring 1920 to Spring 2023

This project considers the inescapable and burgeoning issues concerning the long-term allocation of scarce natural resources between the living and the deceased. America’s population growth will demand more space and maintenance resources used for disposition. To meet the forthcoming exigencies, economic planners need to address natural resource availability for future generations while incorporating sustainable and innovative technologies to prohibit environmental injustice.

The goals are to answer the following questions: How do demographical variables, age and sex influence the choice of disposition? How do cause of death variables influence the choice of disposition? I also evaluate the hypothesis that the average …

Historic Downtown Streetscape Plan Price City, Utah, Patricia Beckert

All Graduate Plan B and other Reports, Spring 1920 to Spring 2023

The idea of a small-town Main Street has profound meaning within the American culture that has prevailed for the past two centuries. Historically, Main Street serves as the beating heart of a community, a place where economic, social, cultural, and civic activities are centered (Francaviglia, 1996; Main Street America, n.d.). Since the beginning of the 19th century, many factors have led to the decline of Main Streets, and despite a variety of efforts from different stakeholders, that decline has only intensified in recent decades (Isenberg, 2008; Orvell, 2014 Howard, 2015). In 1980, after a three-year project conducted by the National …

Do Firms Respond To Peer Disclosures? Evidence From Disclosures Of Clinical Trial Results, Vedran Capkun, Yun Lou, Clemens A. Otto, Yin Wang

Research Collection School Of Accountancy

Using data on the registration of clinical trials and the disclosure of trial results, we examine how firms respond to peer disclosures. We find that firms are less likely to disclose their own trial results if the results of a larger number of closely related trials are disclosed by their peers. This relation is stronger if the firms face higher competition (as measured by the number of competing trials). It is weaker if the firms are further along in their research than the peers (as measured by the trials’ phase) and if the peers’ disclosures convey more negative news (as …

2023-May-01-Building Resilient Communities, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University will host a two-day conference this week aimed at building a more resilient community and creating a recovery ecosystem to help veterans struggling with substance use disorder.

The event, Sparking Resilience: How the Northeast Tennessee Region Can Forge a Recovery Ecosystem for Veterans, takes place from May 25-26 and is hosted by the Quillen College of Medicine’s Department of Continuing Education for Health Professionals. Continuing education credit is being offered.

“This is just the first step in a long journey to start building a more resilient recovery ecosystem for our communities that have been devastated …

2023-May-01-Need Inspiration? Read About These Rotc Grads., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Cadets in the Army ROTC Program at East Tennessee State University will be commissioned as second lieutenants later this week.

The 1 p.m. ceremony is in the D.P. Culp Student Center Auditorium, located on the first floor, on the university’s main campus on Friday, May 5. Speaking at the event is Col. Jerry E. Baird Jr., an officer with many commendations. He holds degrees from North Carolina State University, Mars Hill University and the U.S. Air Force War College. A recognized leader with service at the Pentagon, Baird has led more than 500 soldiers into combat. …

2023-May-01-Scholars Mostly Ignored Them. Until Now., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – From infertility and insulin resistance to depression and anxiety, those afflicted with polycystic ovary syndrome endure many unpleasant symptoms.

Scholarly literature has been mostly silent on the personal experiences of those who suffer from  this condition, known as PCOS.

“In writing this book, I felt an immense privilege to have been entrusted with the stories of the 50 individuals living with PCOS that I interviewed,” said Williams.

East Tennessee State University’s Dr. Stacey Williams aims to change that in “The Psychology of PCOS: Building the Science and Breaking the Silence,” a new book published earlier this year …

2023-May-01-Pepper On Patrol- Sit, Stay, 'Heal', University Marketing And Communication, East Tennessee State University

ETSU News

“At ETSU, we support the student as a whole,” said Dr. Alison Davis, interim director of the ETSU Counseling Center.

Among the many resources ETSU offers to support wellness is Sgt. Pepper, the university's emotional support dog. Pepper brings smiles to the faces of the people she meets on campus.

Students, faculty and staff also have access to a host of mental health and wellness resources, ranging from counseling services to financial aid. For more information, visit etsu.edu/counseling.

2023-May-01-Theres Just Something About Being In Nature, University Marketing And Communication, East Tennessee State University

ETSU News

The beauty of ETSU’s campus shines year-round, and as mid-spring inches toward summer, it grows ever more colorful! Students, employees, and members of the community can enjoy splashes of ETSU blue and gold, as well as red, white, purple, and pink as they stroll across campus.

Thanks to the hard-working Grounds and Landscape Department for planting, weeding, and watering the flower beds, planters, and hanging baskets that will grow even more lovely throughout the summer months!

Close-up of flower in a bed of begonias.

Petunias and other flowers in planter with blooming rhododendron in the background in front of Warf-Pickel …

Post-Covid-19 Employee Satisfaction: An Examination Of Flexible Work Arrangements, Joshua Cooper

Honors Theses

Amid the COVID-19 pandemic, many businesses had to switch their strategy to stay afloat in such unprecedented times. One way that businesses, as well as entire industries, pivoted was by using flexible work arrangements to alleviate the stress and potential danger of employees gathering at work. The addition of flexible working arrangements into industries has created an entirely different world of work that challenges the traditional form of working in a face-to-face format. Moving forward, after the pandemic, industries have to accommodate for these more present working conditions that impact how employees view their satisfaction with their job. This research …

Essays On Behavioral Decision Making In Crowdfunding Environments, Bright Frimpong

Theses and Dissertations

Crowdfunding has revolutionized the world of financing. From entrepreneurs to financially excluded individuals seeking funding for essential projects, crowdfunding provides an expansive platform for project founders to raise needed capital for pending or ongoing projects. In addition to raising capital, founders also use crowdfunding to test market an idea, gain exposure for future funding, gain validation, and build trusting relationships with backers (Zhou et al., 2018). However, the success of crowdfunding is dependent on crowd participation- backer support and funding. The importance of crowd participation in crowdfunding is not limited to project funding, but also building public involvement and support …

Organizational Culture During The Era Of A Black Swan: A Phenomenological Examination Of New Hire Sales Training Within A Medical Diagnostic Company, Maelyn Zweben Lessard

Theses and Dissertations

Traditional sales training in a medical diagnostic organization takes place in multiple locations over the period of many months. New hires attend classes with a set group of other new hire employees establishing a cohort. It is the responsibility of the sales training department and the new hire’s direct supervisor to incorporate training into the organizations culture. This is done by bringing the new hire into the corporate office and, through the months of training, exposing the new hire to leadership, support functions, manufacturing, and multiple departments that will support their job moving forward. COVID-19 created a rapid market increase …

Understanding Romania's Poverty: A Historical Overview Of Economics And Politics And Their Implications On Poverty Today, Benjamin Bucur

Senior Honors Theses

Romania is a country with a high-income economy that is experiencing considerable growth following its economic reforms of earlier decades. With growth, tendencies for an unequal society are prevalent. Therefore, appropriate economic policies that are specifically targeted toward bottlenecks are essential. This thesis seeks to outline the major types of poverty in Romania while also offering actionable entrepreneurial and educational insights that practically combat poverty at its roots.

A Consumer's Guide To Greenwashing, Katie Fowler

Marketing Undergraduate Honors Theses

Over the past 37 years since the term greenwashing was coined, there have been sparse attempts to regulate this deceptive environmental marketing. The Federal Trade Commission (FTC) created its Guides for the Use of Environmental Marketing Claims, also known as the Green Guides, in 1992. The Guides have been revised on three separate occasions – 1996, 1998, and 2012 – in an attempt to remain relevant with the proliferation of environmental marketing claims and trends. However, the Guides were created as interpretive rules that do not give the FTC the authority to enforce the regulations unless they can prove that …

Recruiting Gen Z: An Emerging Talent Internship Thesis At Petsmart, Emma Jewell Symancyk

Marketing Undergraduate Honors Theses

During the summer of 2021, I served as the Emerging Talent intern in Human Resources for PetSmart. While this internship was virtual, PetSmart is the largest pet retailer and is headquartered in Phoenix Arizona. I served as the Human Resources intern in Emerging Talent. The Emerging Talent team is responsible for recruiting and developing the future talent of PetSmart through identifying diverse top-caliber talent and positioning the organization as an employer of choice. Over the summer, I was tasked with developing a campus ambassador program for talent acquisition to increase diversity in the variety of roles and programs that Emerging …

Social Entrepreneurship And Its Impact On Women In Poverty., Allison Primm

Marketing Undergraduate Honors Theses

Poverty is a complex issue that will require complex solutions. There is a disconnect between the two as people living in poverty usually connect it to ideas of self-esteem, pride, and confidence. In contrast, people who aren't living in it will connect poverty to the lack of material possessions and more physical needs. Proposed solutions and ventures that seek to assist those living in poverty must consider that each individual living in poverty has a different situation. This paper will explore the effect that social enterprises have on Women in poverty by providing employment, training, and support. The company Trades …

Irrigation-As-A-Service For Smallholder Farmers, Ishani Lal

Department of Agricultural Economics: Dissertations, Theses, and Student Research

Irrigation is a crucial management practice that can help increase food security among smallholders globally while mitigating climate change impacts. High-efficiency irrigation technologies such as drip kits and sprinkler systems are relatively expensive and smallholder farmers cannot afford them to buffer crop yields against low precipitation. In many developing countries, farmers participate in robust informal markets for renting and sharing of irrigation equipment. Such services may be operated by farmers or via a third party such as irrigation start-ups, water user associations, non-governmental organizations, or even government agencies. These services are referred to collectively as Irrigation-as-a-Service (IaaS).

The objective of …