Ensuring Brand Activism In Integrated Marketing Communications Campaigns Resonates With Millennial Consumers, Anna Hermann

Honors Theses

The purpose of this thesis is to determine how consumers, specifically in the millennial generation, perceive brand activism. Additionally, the study will give recommendations to marketing and public relations professionals creating activist-minded marketing campaigns. As brand activism can be incredibly divisive and controversial, this research is essential in order to understand how best to resonate with, instead of alienate, millennial consumers. The aim of the thesis is to answer the following research questions: (1) How do millennial consumers perceive brands that engage in brand activism and (2) How can marketing and public relations professionals ensure brand activism resonates with millennial …

2020-May-08-Bill Gatton College Of Pharmacy Celebrates Virtual Hooding And Commencement, University Marketing And Communication, East Tennessee State University

ETSU News

Bill Gatton College of Pharmacy Commencement

JOHNSON CITY (May 8, 2020) – East Tennessee State University Bill Gatton College of Pharmacy celebrated the Class of 2020 with a Virtual Hooding and Commencement for its 68 graduates on Friday, May 8.

The Class of 2020 is the 11^th graduating class of Gatton College of Pharmacy, and the first class at the college to celebrate its commencement virtually.

In her address to the graduates, Dr. Debbie Byrd, dean of Gatton College of Pharmacy, acknowledged that it is an …

2020-May-08-Quillen College Of Medicine Livestreams Virtual Commencement, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 8, 2020) – East Tennessee State University’s Quillen College ofMedicine held a Virtual Commencement ceremony on Friday, May 8, for its 39^th graduating class.

Commencement Speaker

The ceremony was livestreamed so that the 68 graduateswere able to participate in the virtual event andreceive their doctoral hoods together in real time. Presiding over the ceremony was Dr. Bill Block, a 1992 Quillen alumnus who now serves as vice president for clinical affairs and dean.

The guest speaker was Quillen …

2020-May-08-Rotc Commissioning Ceremony, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 8, 2020)– Nine cadets in the Army ROTC Program at East Tennessee State University have taken the oath of office and were commissioned as second lieutenants. The new officers will serve in various branches of the United States Army upon graduation from ETSU.

The commissioning is typically conducted during an in-person ceremony preceding ETSU’s Commencement Exercises, but for the safety of cadets and their families, a virtual ceremony is available to view online.

ETSU President Brian Noland provided the keynote address for cadets, and Lt. Col. Shawn Dodge, professor and chair of Military Science, led the …

‘How Has Art Refocused Consumers’ Attention Within A Visual World Through The Exploration Of Package Design?’, Frances Hackney

Honors Theses

The art of design has refocused the attention of consumers as they have entered into a visually demanding world. While this concept is complex and perplexing, stemming from endless influencing factors, the elements of design can be broken down into areas of focus to dissect the visual world of marketing. A simple way to communicate the influence of design on the consumers is to unveil the answers through the study of art.

In this thesis, the study will turn to the world of art to learn more about consumerism. The goal is to understand how visual images and the ongoing …

Establishing & Applying Brand Guidelines For The Wood County Humane Society, Paige Isovitsch

Honors Projects

The purpose of this combined VCT Synthesis and Honors Project was to create consistent branding for the Wood County Humane Society (WCHS). The objectives were to create brand guidelines for the non-profit, and then implement the guidelines to create new marketing materials. This project is interdisciplinary in nature and includes visual design, marketing, and communications.

Many non-profits struggle with revolving staff, and some, such as WCHS, do not have a staff member with expertise in marketing and design. In the case of WCHS, this resulted in inconsistent branding that appeared unprofessional and confusing to the community. With this project, I …

2020-May-07-Sga Officers 2020-21, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 7, 2020) – Students at East Tennessee State University recently elected Student Government Association (SGA) officers for the 2020-21 academic year.

Shivam Patel, a junior majoring in health sciences with a concentration in human health, was elected president of the SGA.  Patel is a member of the Roan Scholars Leadership Program and is a Preview and Orientation Leader. He spent the summer of 2019 as a site coordinator at Project Transformation, a literacy camp for children of low socioeconomic backgrounds in San Antonio. Patel was recently recognized as a recipient of the 2020 Appalachian Highlands Twenty Under …

2020-May-07-Pack To Moderate Panel On The Impact Of Covid-19 On The Opioid Crisis, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 7, 2020) – Dr. Robert Pack, executive director of East Tennessee State University’s Addiction Science Center, will moderate a panel discussion, via webinar, on how the COVID-19 pandemic is impacting efforts to address the opioid crisis.

The webinar, which is part of the 2020 Association of Schools & Programs of Public Health (ASPPH) Virtual Annual Meeting, will be held on Friday, May 8, from 1-2 p.m.

“The COVID-19 pandemic has complicated efforts to address the United States’ opioid crisis with a comprehensive, multi-part federal effort that combines primary medical care, essential support services, outreach to persons who …

2020-May-06-Etsu Offering Summer Online Courses Related To The Covid- Pandemic, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 6, 2020) – In response to the COVID-19 pandemic, East Tennessee State University is offering several online summer courses across multiple disciplines that are related to the pandemic and its effects on society.

“The COVID-19 crisis has affected every person and every class at ETSU,” said Dr. Wilsie Bishop, interim provost and senior vice president for academics. “I am proud of the way ETSU has responded to the crisis and how quickly our faculty have adapted courses and used their expertise to create new courses that address subject matter and challenges associated with the pandemic.

“This summer, …

2020-May-06-New Research Center Aimed At Improving Womens Health, University Marketing And Communication, East Tennessee State University

ETSU News

CARE Women's Health

JOHNSON CITY (May 6, 2020) – East Tennessee State University has created a new interprofessional research center that will expand ongoing efforts to improve the health and well-being of women, particularly women from the Southeast and Appalachian regions.

The ETSU Center for Applied Research and Evaluation in Women’s Health (CARE Women’s Health) was formally established this year. However, its roots go back to 2017, when ETSU’s College of Public Health received the largest research grant in ETSU's history …

2020-May-06-Percussion Virtual Concert, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 6, 2020) – The Percussion Studio in East Tennessee State University’s Department of Music will present a live virtual concert on Facebook on Friday, May 8, at 5 p.m.

This concert will feature material that students have been working on in their homes this spring since classes went online in response to the COVID-19 pandemic.

“Conducting classes online since spring break has been difficult, and there have been some challenges with all of the craziness that’s gone on,” said Dr. Matthew Geiger, assistant professor of percussion in the ETSU Department of Music. “But with the students staying …

The Impact Of Review Valence And Awareness Of Deceptive Practices On Consumers’ Responses To Online Product Ratings And Reviews, Ismail Karabas, Ioannis Kareklas, T. J. Weber, Darrel D. Muehling

Faculty & Staff Research and Creative Activity

Many online retailers and some manufacturers/service providers have recently been engaging in questionable practices, where product reviews are often fabricated and/or posted without sufficient clarity and objectivity. Across an exploratory study and two main studies, we empirically examine this phenomenon and observe a pattern of effects that suggests that review valence (i.e., the average number of rating-stars a product receives) influences product attitudes and intentions, but that these outcomes are significantly impacted by the extent to which consumers are aware of potentially deceptive online review practices. Awareness of deceptive practices was found to differentially influence attitudes and intentions, depending upon …

The Status Of Women And Entrepreneurship In Utah: A 2020 Update, April Townsend, Susan R. Madsen, Ann Marie Wallace

Marketing and Strategy Faculty Publications

Throughout the nation, women are building and running successful businesses. In 2016, the Utah Women & Leadership Project (UWLP) asked whether Utah was a good place for women to start and run businesses. The answer to that question was released in a research and policy brief titled, “The Status of Women and Entrepreneurship in Utah,” which became part of a series that focused on understanding the status of women’s leadership in Utah’s politics, education, nonprofits, business, government, and other settings.

What Leaders In The Interfaith Community Can Do To Strengthen The Impact Of Utah Girls And Women, Susan R. Madsen

Marketing and Strategy Faculty Publications

This idea sheet is based on a 2020 gathering of 25 leaders within the local interfaith community. Religious and faith-based organizations are of vital importance to many individuals and families, and these leaders recognize the positive role they can have in the lives of Utah women and girls.

2020-May-04-Virtual Showcase And Fundraiser, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 4, 2020) – A Virtual Showcase and Fundraiser will be presented Thursday, May 7, to benefit East Tennessee State University’s ongoing Bucs Help Bucs campaign.

This showcase will feature a compilation of videos recorded by students and faculty in ETSU’s Bluegrass, Old-Time and Country Music Program. It will begin at 7 p.m. on Facebook Live and will be hosted by program director Dan Boner.

The idea for students to submit videos for a virtual concert came from senior ETSU bluegrass majors Sophia Chambers, Mikaela Langley and Charly Smith.  

During the virtual concert, viewers will be encouraged to …

2020-May-04-1911 Society Inductees, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (May 4, 2020) Ten members of the Class of 2020 at East Tennessee State University have been inducted into the newly formed 1911 Society.  Named in commemoration of the year when 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.

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

Exploring A Qualitative Approach To Arts Advocacy And Evaluation, Lycette C. Belisle

Undergraduate Theses

The quantitative impact of the arts has become an increasingly important factor in determining the overall value of a project, and is often used to determine acceptance of submissions, public recognition and funding disbursement. This project evaluates current understandings of how the arts function within society, popular methods for determining the value of the arts and explores how qualitative reasoning can be utilized to communicate the value of supporting artistic endeavors. While placing a numerical value on the arts based on data collection can be important, this project will aim to evaluate the implications of relying so heavily on facts …

2020-May-04-Studying Esports, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY –  (May 4, 2020) This fall, East Tennessee State University will offer a new graduate certificate in esports management.

The program will be offered through the Clemmer College and coincides with the launching of ETSU’s new esports varsity team which was announced last December.

According to Dr. Natalie Smith, the esports industry is booming, yet there are only 20 or less academic programs in the country.

“This program will differentiate our graduates in the job market,” said Smith, an assistant professor of sport, exercise, recreation and kinesiology.  “As the industry grows, the need will continue to rise for …

I See What You're Saying: A Deaf Culture And American Sign Language Awareness Event, Alexis M. Sejnoha

Honors Thesis

Deaf Culture and American Sign Language are an important part of the Deaf and Hard-of-Hearing community. Most people outside of this community are unaware of these aspects, and remain uneducated about them. This document is an event plan for an educational event about American Sign Language and Deaf Culture, as well as an artist statement explaining the conception and implementation of this plan, and how it was impacted by the Covid 19 pandemic.

2020-May-04-Etsu Virtual Commencement, University Marketing And Communication, East Tennessee State University

ETSU News

ETSU Class of 2020 celebrating milestones virtually

Virtual commencement ceremonies planned for May 8-9

JOHNSON CITY (May 4, 2020) – East Tennessee State University will confer some 2,200 degrees, virtually, as Commencement Exercises will be streamed online and broadcast locally for the Class of 2020.

Graduates, their families and friends are invited to watch ETSU's Virtual Commencement Ceremony on Saturday, May 9. The ceremony will be streamed online beginning at 10 a.m. WJHL News Channel 11 will broadcast the ETSU Virtual Commencement Ceremony at 12 p.m. (earlier viewing time than previously announced)

How can I watch ETSU's Virtual Commencement …

2020-May-04-Etsu Student Team Takes First Place In Aaf Nasc District Competition, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 4, 2020) – A team of students from three departments at East Tennessee State University won first place in district 7 of the American Advertising Federation’s (AAF) National Student Advertising Competition (NSAC) sponsored by Adobe.

The NSAC tasks AAF college chapter teams to develop an integrated marketing campaign in response to a real-world marketing challenge facing Adobe.

This is ETSU’s second first-place finish in three years in AAF District 7, which includes such institutions as Louisiana State University, the University of Alabama, the University of Memphis, Middle Tennessee State University and others.

The ETSU team, which is …

2020-May-02-Innovation Lab Partnership, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 1, 2020) – Connect Outdoors, a member of East Tennessee State University’s Innovation Lab, has announced a partnership with New York B.A.S.S. National Youth Program. Under this partnership, NY B.A.S.S. Nation will solely use the technology company’s Connect Fishing League Platform along with the new third generation ConnectScale for their tournament season.

 “We are honored to be part of the NY B.A.S.S. Nation team under the leadership of Chris Misciagna and Michael Arndt,” says W. Scott Morris, vice president of tournament operations for Connect Outdoors, Inc.

Connect Outdoors, based in Johnson City, is dedicated to providing tools …

Conceptualizing The Electronic Word-Of-Mouth Process: What We Know And Need To Know About Ewom Creation, Exposure, And Evaluation, Ana Babić Rosario, Kristine De Valck, Francesca Sotgiu

Marketing: Faculty Scholarship

Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized concept. Thus, marketers could benefit from a practical, science-based roadmap to maximize its business value. Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOM process: eWOM creation, eWOM exposure, and eWOM evaluation. For each stage, we adopt a dual lens—from the perspective of the consumer (who sends and receives eWOM) and that of the marketer (who amplifies and manages eWOM for business results)—to synthesize key research insights and …

Sales Position Mobility: Exploring Women's Mobility In Sales Positions, Nyatasha Jackowicz

Honors Projects in Marketing

This thesis consists of literature research and a survey study to answer the question "Is there a consistent movement over the course of a sales career from outside sales to inside sales among women" The survey will help find correlations between specific job qualities and how they link to inside and outside sales positions. The survey will find qualitative information on specific sales professional's career paths and provide an in-depth view on motivational and job factors that have also affected female salespeople's decisions to pursue inside sales roles over outside sales roles.

An Examination Of Non-Traditional Bridal Wear And Its Primary Consumer, Erica Thalmann, Kristina Dimaria

Senior Honors Projects

Bridal wear has traditionally been viewed as big white dresses. But as times change, so do brides’ preferences for bridal wear. Jumpsuits, rompers, short dresses, and other “non-traditional” choices are experiencing an increased demand in the market. Unfortunately, brides who seek these options are often not met with a promising assortment. This study examined primary consumers of non-traditional bridal wear. Specifically, we sought to find out whether women who belong to the LGBTQ community choose to consume more non-traditional bridal wear compared to heterosexual brides. The study also examined through which channels (e.g., online, in store, etc.) consumers predominantly purchase …

The Mental Health Of Black Men: Stabilizing Trauma With Emotional Intelligence, Davis Brandford

School of Professional Studies

The purpose of this study is to explore the relationship between the impact of historical trauma and barriers on African-American males and the effects of emotional intelligence in reducing traumatic experiences. This research study is based on previous research and studies that explores the historical review of African- American oppression, trauma in black males, and mental health in the African American community. This study will utilize the historical trauma and emotional intelligence theories to explore barriers that African Americans have experienced over time and the role emotional intelligence can play to reduce trauma. It also explores the relevance of historical …

Crisis Communication And Executive Leadership: Ethical Shortcomings In Government, Daniel Davidoff

School of Professional Studies

This research thesis project is an analysis of how and why governments fail in their attempts at crisis communication. The hypotheses tested are: there exists a negative correlation between unethical leadership and successful crisis communication practices. And governments are more likely to experience these failures due to ethical disconnects in modern politics. Research includes a review of relevant academic literature regarding crisis communication theory, as well as the ethical framework that can be applied to that theory. Cases considered are Hurricane Katrina, the choking death of Eric Garner, and the COVID-19 global pandemic. The research project concludes with a recommendation …

Becoming A Trauma Informed Care Organization, Katie Robery

School of Professional Studies

The Brockton Area Mutli Services Inc or BAMSI is a private, non-profit human services organization providing services to adults and children with developmental disabilities, mental illness, behavioral health, and public health needs. Founded in 1975, BAMSI is in the business of “bringing people and services together.” BAMSI transforms lives by building the capacity of individuals, families, organizations, and communities to learn, thrive, and achieve their goals. BAMSI services promote the recovery, resiliency, and self-determination of the people we serve. As a human services leader, we strive to be the provider of choice. (Duffy, 2019) With an emphasis on respect and …

Diversity And Inclusion In The Workplace; Benefits, Challenges And Strategies For Success, Margaret Leone

School of Professional Studies

In this case study I have explored the topic of diversity and inclusion in the workplace and learned how it can transform a business. When D&I is a serious business strategy supported by senior management it can help recruit and retain top talent, increase profits, and unleash creativity among other benefits. It is important to have leadership that is inclusive so they can set the tone for their staff

This case study evaluates the D&I culture at The Children’s Study Home (CHS) and explores best practices for improvement. CHS is a non-profit human service agency in Western MA, that’s mission …

Young People, Social Media, And Impacts On Well-Being, Andreana Nop

School of Professional Studies

Millennials and Generation Z were born into an age where social media and digital technology have been integrated in nearly all aspects of their lives. While social media has proven to be a valuable communication tool in connecting with each other and sharing information, the long-term psychosocial effects are beginning to become more apparent as social media matures. This study analyzes what these effects are and how communication is impacted for these young people. It questions how young people can leverage social media and decrease harm. The study will be conducted through a literature review and analysis. Its goal is …