The Impact Of Gender Diversity And Tokenism On The Attractiveness Of An Organization, Lilly Thuma

Undergraduate Honors Thesis Collection

The purpose of this study was to look at how variations in the gender diversity of the top management team of an organization will influence the perceived attractiveness and advancement opportunities job applicants see in the organization. College students reviewed a job posting that displayed three variations of gender diversity on the top management team (equal gender representation, all male gender diversity, and token female gender diversity), and either included or lacked a statement about the organization’s commitment to hiring a gender diverse work force. Participants reviewed the information about the job and then completed a questionnaire assessing the organization’s …

2020-2020 Wrsg Award Winner Announcement, Department Of Geosciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

 Congratulations to Porcha McCurdy, ETSU Geosciences graduate student, for winning the 2020 Water Resources Specialty Group Student Research Paper Award from the American Association of Geographers for her paper "Analyzing inclement weather impacts in water quality in Sinking Creek, Watauga Watershed, East Tennessee" https://peasemike.wixsite.com/wrsg/awards

Keeping Social Media Influencers Influential: Preserving Perceptions Of Authenticity While Brand Dropping, Cassandra Miriam Ditt

Doctoral Dissertations

Marketers’ use of social media influencers (SMIs)—individuals who use various social media channels to discuss a particular topic (e.g., fashion, health) or offer entertainment (e.g., comedy) and, in doing so, attract followers—to promote products, known as “influencer marketing,” is a widely employed and effective strategic tool (Linqia 2018). In fact, SMIs, who can be conceptualized as human brands (Thompson 2006), have a greater audience reach and dialogue generation compared to that of celebrities (Crimson Hexagon 2015). Further, consumers perceive SMIs’ content as trustworthy (Scott 2015), which is likely due to them being perceived as highly authentic. According to Audrezet, de …

A Test Of The Generalized Yunus Equation And Its Implications For Microcredit In The Philippines, Jasmin-Mae Santos Luy

DLSU Business & Economics Review

Microcredit is one of the most important financial services offered by microfinance institutions (MFIs) in the Philippines. Loan repayment by frequent installments faces the challenge of possible random delays, which leads to random interest rates. Such randomness affects both microlenders and borrowers. This research utilizes a mathematical model called the generalized Yunus equation (GYE) to study the microloan repayment process in the Philippine setting. Using this model, an explicit formula was formulated expressing the effective interest rate involved in repayment as a function of the time when the delay takes place, which closely approximates the actual values of the rate …

Connecting Art And The Public Through Digital Marketing And Brand Collaboration – Co-Art, A New Art Marketing Agency, Qing Su

MA Projects

Traditional art marketing often focuses on physical exhibitions, in-person networking, and the endorsement of the art world “gatekeepers.” The making of a “star” artist relies not only on the quality of the art itself, but also on how galleries (the art marketers) orchestrate the complex power dynamics in the art industry – critics, curators, institutions, and collectors. This long-lasting mechanism leads to the elitization of the art world and disconnection with the mass public as it targets only a niche number of audiences that might make an influence on an artist’s career, price, and portfolio. COART is an agency that …

‘Coronated’ Consumption In The Viral Market, Soonkwan Hong

Michigan Tech Publications, Part 1

The universal exposure to the virus has disrupted institutions, redefined values, and reshaped systems, including the market. Idling, uncertainty, and liquidity encapsulate the ever-precarious individual lives and the reflexive socio-politico-cultural changes. These conditions and consequences nonetheless create paradoxical opportunities in the viral market. The new meaning of connectivity that promotes high-viscosity relationships and high-visibility identities will transform the market to better acknowledge and support humans and the new sociality.

The Social Media Machines: An Investigation Of The Effect Of Trust Moderated By Disinformation On Users’ Decision-Making Process, Zulma Valedon Westney

CCAC Theses and Dissertations

Social media networking sites (SMNS) have become a popular communications medium where users share information, knowledge, and persuasion. In less than two decades, social media's (SM) dominance as a communication medium can't be disputed, for good or evil. Combined with the newly found immediacy and pervasiveness, these SM applications' persuasive power are useful weapons for organizations, angry customers, employees, actors, and activists bent on attacking or hacking other individuals, institutions, or systems. Consequently, SM has become the preferred default mechanism of news sources; however, users are unsure if the information gathered is true or false. According to the literature, SMNS …

A Theories-In-Use Approach To Building Marketing Theory, Valarie A. Zeithaml, Bernard J. Jaworski, Ajay K. Kohli, Kapil R. Tuli, Wolfgang Ulaga, Gerald Zaltman

Research Collection Lee Kong Chian School Of Business

This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research approaches. The benefits of engaging in TIU-based research are discussed, including the development of novel organic marketing theories and the opportunity to cocreate relevant marketing knowledge with practitioners. Next, they review criteria for selecting research questions that are particularly well-suited for examination with TIU-based research. This is followed by detailed suggestions for TIU research: focusing on developing new constructs, theoretical …

Spillover Effect In Supplier Related Product Recall: The Impact Of Supplier Coo On Product Evaluations, Jianping Coco Huang, Jeffrey P. Radighieri

Research, Publications & Creative Work

Research has shown that supplier quality can lead to brand quality failures. However, what is not clear is whether a supplier’s country of origin (COO) plays a role in the evaluations of manufacturer brands after a recall is initiated. In this paper, through the lens of resource advantage (R-A) theory, we empirically examine whether a supplier’s COO hurts or helps the vehicle brand when a supplier is blamed during a vehicle recall event. R-A theory suggests that high brand quality can enhance competitive advantage for a firm. Through an experimental study, we find that high brand quality can override the …

Effect Of Moderating Variables: Financial Leverage And Dividend Payout Of Publicly-Listed Property Sector Of The Philippines, Cynthia P. Cudia, Harrison Kendrick L. Chun, Tristan Dranel M. Papa, Raveena S. Tahilramani, Althea R. Tan

DLSU Business & Economics Review

Various studies on the relationship between financial leverage and dividend payout have been conducted; however, different factors affecting this relationship remain unexplored. This study aimed to identify the effect of different firm-specific moderating variables on the relationship between financial leverage and dividend payout of Philippine publicly-listed companies under the property sector for the years 2012–2016. These firm-specific variables were classified into two categories—company profile and financial condition. By employing multiple regression with the interaction model, the results of this study found that business risk has a significant effect on the relationship between financial leverage and dividend payout. Similarly, firm size …

Affective Commitment, Trust, And The Psychological Contract: Contributions Matter, Too!, Lisa Schurer Lambert, John B. Bingham, Anna Zabinski

Faculty Publications

Employees’ receipt of inducements is associated with trust and affective commitment, and employees pay for their inducements with their contributions (e.g., time, and physical and intellectual effort). Yet this relationship does not fully mirror events as they occur in an employment relationship where employees’ promises and delivery of inducements and contributions are ongoing, and relatively continuous. Our premise is that promising and delivering contributions may enhance or reduce employees’ trust in and commitment to the organization depending on how well they fulfill psychological needs. We tested a social exchange theory model and our alternative model. Survey results favoured our alternative …

Dealing With Dysfunction: Negotiating With Difficult Individuals, Marc-Charles Ingerson, Kristen Bell Detienne, Jill M. Hooley, Nathan A. Black

Faculty Publications

Workplace negotiations often present daunting challenges. The negotiation process can test relationships and place reputations at risk. Moreover, in some situations, the difficulty and stress involved in routine negotiations become magnified. Approximately ten percent of working adults have personality styles or behavioral tendencies that can make interactions with them especially challenging. Identifying, understanding, and dealing with personality dysfunction in the negotiation process is therefore a critically important skill (Kessler et al. 2005; Eddy 2018). Today’s negotiators need to be able to recognize and interact with people who have difficult and dysfunctional personality traits.

Unfortunately, many of those on the receiving …

Assessing The Effects Of Service Variability On Consumer Confidence And Behavior, Clay M. Voorhees, Jonathan M. Beck, Praneet Randhawa, Kristen Bell Detienne, Sterling A. Bone

Faculty Publications

This research examines the effects of service variability on consumer confidence and behavior across multiple transactions in a service relationship. This article integrates discussions of service relationships and models of service variability. Leveraging a field study, the authors track over 12,000 experiences across 3,084 consumers for a 2-year period and model the impact of variability in these experiences on consumer relationships. The results reveal variability in a service relationship can significantly impact consumer confidence and that the nature of this relationship is nonlinear, revealing that small variations in quality will have strong effects on confidence and that these effects plateau …

Using An Artificial Real-Time Response Audience In Online Sales Education To Improve Self-Efficacy In Sales Presentations: An Online Classroom Innovation, Nicole A. Flink, Desiree Cooper-Larsen

Atlantic Marketing Journal

Sales education research recently has turned its attention to using artificial intelligence (AI) technology, but much remains in our understanding of its use in the online and virtual sales education environment. AI can be useful to helping online students improve their sales presentations and vocal delivery skills. Examined through the lens of control value theory, this study is a pilot investigation into the effectiveness of using AI technology in the online classroom to help sales education students improve their vocal delivery skills in sales presentations. Based on a paired samples t-test, our results indicated that student use of AI technology …

An Econometric Evaluation Of Localism And Other Potential Success Factors In California’S Craft Brewing Industry, Connor Sinclair

CMC Senior Theses

As growth of the American craft brewing industry slows and smaller firms account for a greater proportion of expansion, I test whether traits that are indicative of smaller firms have an effect on brewery success. I hypothesize that firms which utilize localist strategies such as geographical branding, use of local ingredients, charitable giving, and/or sustainable practices are more successful than others and therefore produced more barrels of beer in 2017. To test my hypothesis, I estimate ordinary least squares regressions with robust standard errors using data collected from the Brewers Association and the websites of 362 California craft breweries. I …

Creating, Metavoicing, And Propagating: A Road Map For Understanding User Roles In Computational Advertising, Yuping Liu-Thompkins, Ewa Maslowska, Yuquing Ren, Hyejin Kim

Marketing Faculty Publications

Over the past two decades, everyday users have become a prominent force in the advertising landscape. They actively participate in conversations with and about brands by creating, amplifying, and interacting with brand-related messages. These user activities generate large volumes of structured and unstructured data that advertisers can mine to understand consumer interests and preferences. In this article, we survey insights from the user-generated content literature through the computational advertising lens to offer a road map for future research. Specifically, we discuss three roles that users play—as creators, metavoicers, and propagators. For each role, we present key research areas that can …

A Brand New Narrative: Social Attitudes Toward Conflict Resolution And Inefficiency In Marketing And Branding, Emily Skinner

Department of Conflict Resolution Studies Theses and Dissertations

This study aimed to bring to light infield internal assumptions, expectations, and knowledge that may influence limitations on fostering an environment that can increase a social demand for conflict resolution services, knowledge, and practices. The research explored if the field’s marketing is influenced by the macro social norms, assumptions, and expectations of conflict and if they influence how the field communicates with its market. The study’s goal was to investigate if the marketing and the branding of conflict resolution are influenced by the social fact of conflict as negative. This study explored conscious and unconscious broad patterns of common-sense knowledge, …

Investigating Metacognitive Fluency As A Judgment Cue In Choice Overload, Michael R. Ho

CGU Theses & Dissertations

Choice overload describes the finding that individuals report being less satisfied and defer choice more often when choosing from larger rather than smaller choice sets. Researchers have proposed various theoretical models to account for this phenomenon; however, these models have yielded conflicting results. Critically, little research has sought to identify the cognitive mechanism underlying choice overload. The present study reviews models of choice overload and offers a more parsimonious account of choice overload. More specifically, metacognitive fluency, or the subjective interpretation of choice difficulty, plays a critical role during choice and may account for conflicting results in current choice overload …

Strategic Plan Presentation: Boeing, Mary E. Fewer

Undergraduate Theses, Professional Papers, and Capstone Artifacts

After a thorough industry analysis and internal analysis of Boeing, it has been determined that Boeing should: pursue a nostalgic marketing plan where the company admits their recent mistakes and explains their solutions, focus on their market segment of defense contracts in light of both recent issues with Boeing's commercial airlines and impact of the airline industry due to COVID-19, and improve internal communications and human resource management by providing more transparent communication to Boeing staff and professional development programs with clear career paths.

Deselling: Cross-Selling Without Upsetting Customers, Molly R. Burchett

Theses and Dissertations--Marketing and Supply Chain

To boost revenue, many firms are encouraging their service salespeople to cross-sell while providing a service; but cross-selling can upset customers. How, then, may firms effectively cross-sell without upsetting customers? The authors address this question by introducing the concept of deselling behaviors, defined as service salespeople’s actions that are incongruent with persuasive intent. They combine insights gleaned from 101 inconspicuous, fly-on-the-wall videos of actual service salesperson-customer exchanges with theoretical underpinnings of the persuasion knowledge model and reactance theory to advance a novel conceptual framework of deselling behaviors. Their framework advances prior literature by illuminating three unique sets of deselling …

Anime And Manga Fandom In The 21st Century: A Close-Up View, Chiquan Guo, Chengyan Zeng

Marketing Faculty Publications

Anime (animated films) and manga (comic books) fans are easily misunderstood and can even face prejudice. In fact, they are considered nerds or weirdoes in the eye of many people. This is an unfortunate happenstance for two simple reasons. First, it is a gross misperception of fans, which is fundamentally unfair to them. Second, with a growing fan base, this ever-expansive population presents ample opportunities for businesses. However, any biased view toward those fans may likely hinder marketers' efforts to serve them in an effective manner. We would like to show people what anime and manga fans are all about. …

Explaining Customer Loyalty To Retail Stores: A Moderated Explanation Chain Of The Process, Arturo Z. Vasquez-Parraga, Miguel Sahagun

Marketing Faculty Publications

This chapter reassesses the process of how store customers become loyal to their stores; what are the core subprocesses generating customer store loyalty, and what contributing moderators enrich the final outcome. A new empirical research is designed to identify and test a parsimonious model of core relationships and moderators. The result is an explanation chain that incorporates relational variables, trust, and commitment to the traditional transactional one, customer satisfaction, and the moderating factors of the relational variables. The findings reveal that 1) customer commitment is the major contributor of explanation to true customer loyalty, significantly more than the contributed explanation …

The Pink And Blue Problem: Altercasting In Gendered Advertising, Abigail Benn

Capstone Showcase

When you meet a baby for the first time, and you don’t know its sex, if its wearing pink clothes, most people will automatically assume it’s a girl; or if they’re wearing blue clothes, it’s automatically a boy. The pink and blue problem is the enforcing of gender stereotypes through color, associated roles, and imagery. The root of this problem is that many people are unaware of the difference between “sex” and “gender”, and that they can be mutually exclusive. Your sex is the body you’re born with, and all the parts that come with it, while your gender is …

The Consumer And Self-Service Technology, Daisy Brosi

Mahurin Honors College Capstone Experience/Thesis Projects

The prevalence of self-service technology in discount retail creates the need to consider how consumer’s age may affect their perceptions of self-service technology. The purpose of this thesis is to understand how different age groups perceive the reliability of self-service technologies and to understand the resulting effect on adoption and usage of self-service technologies. The study compares respondent’s age groups and their perceived reliability, perceived ease of use, perceived security, and perceived control of self-service technology to understand the age group’s adoption and use of self-service technology.

Consumers’ perceived ease of use, perceived security, and perceived control of self-service technology …

A Conceptual Framework For Valuating Airline Frequent Flyer Program Miles, Yi Gao

International Journal of Aviation, Aeronautics, and Aerospace

Frequent flyer programs of airlines have gradually evolved into a multi-billion dollar business over the years. Valuing frequent flyer program miles accurately and fairly has its practical implications both for airlines and members of frequent flyer programs. As a ground-breaking academic study dedicated to airline loyalty programs, this study aims to build a conceptual framework to guide the valuation of miles. Through comparing required miles for different award types with their equivalent cash prices, this study has successfully addressed the purchasing power of AAdvantage miles of American Airlines when they are used for award redemption. Not only can this study …

Determinants Of Tax Morale Using Structural Equation Model (Sem), Raymond S. Pacaldo, Rodiel C. Ferrer

DLSU Business & Economics Review

This paper analyzes the impact of tax enforcement, trust in government, and demographic characteristics on the tax morale of firms in the Philippines. From the database of Business Environment and Enterprise Performance Survey (BEEPS), 864 firms were taken and analyzed using partial least squares on the structural equation of modeling (PLS-SEM). In the analysis, only trust in government, organizational form, and firm location provided a significant impact to tax morale. Thus, firms pay taxes religiously when the government acts trustworthily. On the other hand, sole proprietorship and Metro Manila firms exhibited lower tax morale as compared to corporations and outside …

2020-January-01-Darwin Day At The Gray Fossil Site, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – On Saturday, Feb. 8, visitors to the Gray Fossil Site will have the opportunity to join scientists for Darwin Day, an international celebration of science and the natural world.

This year, Darwin Day commemorates the 211^th birthday of the famed 19^th century naturalist Charles Darwin, whose research laid the foundation for modern understanding of life on Earth.

During the event, visitors can participate in educational family-friendly, hands-on activities and engage directly with scientists as they present diverse collections of fossils, insects, plants and more.

Participating partners in this year’s event will include Steele Creek Park, …

2020-January-01-Dr Ingrid Luffman Honored With Distinguished Alumni Award, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Dr. Ingrid Luffman, an assistant professor in the Department of Geosciences at East Tennessee State University, was recently honored with a 2019-2020 Distinguished Alumni Award from the Department of Geography at the University of Tennessee-Knoxville.

Luffman, who graduated from UTK in 2013 with a Ph.D. in geography with a concentration in spatial analysis and watershed dynamics, received the award in the Early Career category for individuals who graduated within the past 10 years.  Awards are also given in Mid-Career (10-25 years since graduation) and Lifetime (more than 25 years since graduation) categories.

“The award is a great …

2020-January-01-Kaitlin Campbell Banks, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Kaitlin Campbell Banks
Senior Kaitlin Campbell Banks’ journey at East Tennessee State University has been about learning how to balance all the things she loves – which include everything from her full-time job at an assisted living facility to helping out on her family’s cattle farm.

When she is not working or studying, Banks also enjoys horseback riding, and she serves as the assistant softball coach at Elizabethton High School.

The Elizabethton resident says she is able to juggle her priorities with the support of her faith, her husband, her family – and lots of sticky notes. She also …

2020-Etsu Students Receive Aeg Foundation Awards, Department Of Geosciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to our students Samantha Farmer, Sarah Harris, and Thomas O'Shea who received AEG Foundation awards at the 2020 AEG Annual meeting.