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. …

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 …

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 …

Determinants Of Firm’S Internals & Macroeconomic Factors On Financial Performance Of Ethiopian Insurers, Kishor Chandra Meher, Temesgen Zewudu

DLSU Business & Economics Review

Insurance acts as a social instrument that indemnifies the human life and properties against unforeseeable risks. It is imperative for the insurance companies to be profitable while obliging the society and nation as a risk saver of insurable risk. The research aims to investigate the association between specific internals and macroeconomic factors and the financial performance of insurance companies in Ethiopia. A quantitative approach is applied in this research by adopting inferential statistics with a balanced panel data of nine insurance companies for 15 years (2002–2016). Explanatory analysis is deployed where Pearson’s correlation and OLS regression model are applied to …

A Productivity Assessment Of Pwd Employees In A Philippine Company, Rosemary R. Seva

DLSU Business & Economics Review

This study assessed and compared the work capability of persons with disabilities (PWDs) and their able counterparts that covered the following aspects of work: (a) time on task, (b) work attitude, and (c) task compatibility. It was hypothesized that PWD workers are competent and productive in the workplace if the right task is given to them. Four employees with autism spectrum disorder (ASD) working either as administrative or store clerk in a drugstore chain participated in the study. Productivity comparison was made using time study and work sampling over two days. Supervisors were also interviewed regarding attitudes and capabilities. The …

Fiscal Policy And Stock Market Movement In The Philippines, Deborah Kim S. Sy

DLSU Business & Economics Review

The Philippine government has suffered greatly from fiscal imbalances for the past few decades. The largest fiscal deficit was recorded at PhP112 billion in 2017. Fiscal reforms led to a considerable decline of the national government debt from 52.4% of GDP in 2010 to 44.8% in 2015. The study aims to investigate the Philippine fiscal policy and its link to asset prices, as measured by the changes in the Philippine Stock Exchange Index (PSEI). Quarterly observations from 2001 to 2017 of monetary, fiscal, and economic variables were used on a vector error correction model (VECM) to observe their long-run relationship …

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 …

Listening In: Investigating Social Media Activity In The Streaming Service Industry, Kara M. Macdonald

Honors Theses and Capstones

In this paper, we examine the social media activity surrounding three different brands (Hulu, Netflix, and Disney+) using two different and complimentary techniques. In Study 1, we use a popular social listening tool to examine quantitative data of different kinds including the share of voice of these brands as well as the major geographic markets and languages associated with these brands' social media activity. These are three of the biggest brands in the over-the-top (OTT) industry and all three of these companies offer streaming services that are highly popular with consumers around the world. To get a better sense of …

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, …

Managing Paradoxes Of Ambidexterity: The Impact Of Exploration And Exploitation On Firm Performance, Lixun Su

Graduate Theses, Dissertations, and Problem Reports (ETD)

This dissertation examines the impacts of exploration, exploitation, and ambidexterity on firm performance in three essays. Since exploration and exploitation have their own advantages and disadvantages, there are many debates over their impacts on firm performance. To synthesize the conflicting empirical results, the first essay conducted a meta-analytic study and demonstrates that ambidexterity in the product domain increases firm performance while ambidexterity in the market domain does not significantly influence firm performance. In addition, the results show that it is not necessary for all firms (e.g., resource-constrained firms) to pursue ambidexterity. Thus, the second and third essays examine how to …

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.

2020-Bui Recognized With Tssp Student Allegiance Award, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

NASHVILLE, TN – Augustine “Auggie” Bui, PharmD, of Baldwin Park, California, was recently recognized by the Tennessee Society of Student Pharmacists (TSSP), a Society of the Tennessee Pharmacists Association (TPA), with the 2020 Student Allegiance Award.

Dr. Bui was an exceptional supporter of TPA and TSSP during his career as a student pharmacist. In 2019, he served as a delegate for the Phi Lambda Sigma Pharmacy Leadership Society and represented TSSP as a member-at-large and delegate to the TPA House of Delegates. He has also served as a dedicated volunteer leader by contributing positively to the association and profession through …

Meet Dr. Brian Cross, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet  Dr. Brian Cross , associate professor and vice-chair in the Department of Pharmacy Practice, and associate professor in the Department of Family Medicine at the James H. Quillen College of Medicine as part of the Academic Health Sciences Center at ETSU. He is from Morgantown, West Virginia. 

Why did you want to pursue pharmacy?

BC: It was suggested to me as a stable way to make a living by “adults” who were concerned that I might not have the most stability pursuing a life as a “rock & roll star.” After completing my first clinical APPE rotation, and certainly …

2020-January-01-Meet Christine Murdock, University Marketing And Communication, East Tennessee State University

ETSU News

Expertise in “playing sick” is not a job skill that most employers would want to see on a résumé – unless you are a standardized patient.

Christine Murdock, a standardized patient (SP) at ETSU Health, has had more medical maladies than can she can count over the past three decades – but she never gets sick of being “sick.” As an SP, Murdock’s job is to portray a realistic patient, their family member or others to recreate a scenario accurately and consistently for ETSU Health students and residents.

Her work and that of ETSU’s other 72 SPs has aided in …

2020-January-01-Mlk Day Honorees, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY -- Four ETSU faculty and staff were honored at the 19^th Annual Martin Luther King Jr. Interfaith Prayer Breakfast, held Jan. 18 at Memorial Park Community Center.

A native of Rogersville, Joy Fulkerson currently serves as Director of Leadership and Civic Engagement. She provides leadership for community service, civic learning, and democratic engagement efforts through a variety of programs and initiatives including Alternative Breaks, the Brenda White Wright Emerging Leaders Academy, the Diversity Educators Program, ETSU Votes, Volunteer ETSU, and the Public Service Corps Scholarship Program. Through her work, Fulkerson builds partnerships with local non-profits, national non-partisan …

The Big Era Of Podcasting: A Timely Examination Of Advertisements In Popular Podcasts, Kristine Johnson, Marilena O. Vilceanu, Erika P. Solis, Kailey C. Bertelson

AMTP Proceedings 2020

No abstract provided.

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 …

How The West Was Fun: Constructing The Western Tourism Experience In The Yellowstone Wylie Camps, 1880-1916, Jennifer E. Simpson

Graduate Student Theses, Dissertations, & Professional Papers

No abstract provided.

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 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 …

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 …

Uses And Gratifications Of Generation Z Within Social Networks: A Dialectical Investigation Into The Facebook Domain, Ryan O'Carroll, Tara Rooney

Articles

To date, little research has considered how various types of gratifications operate within SNSs such as Facebook (LaRose et al. 2001; Quan-Haase and Young, 2010; Wang, 2015). To address this gap, we explore Generation Z’s motivational behaviour through the lens of Uses and Gratifications Theory. Additionally, we investigate the types of gratification obtained by Generation Z through Facebook. The research adopted an interpretivist philosophy and employed a qualitative approach. The data collection method used semi-structured interviews, in conjunction with qualitative digital diary research. Research participants were requested to record emotions, behaviours and opinions in their digital diaries over a consecutive …

Exploring The Relationship Between Immigrant Enclave Theory And Transnational Diaspora Entrepreneurial Opportunity Formation, Osa Godwin Osaghae Dr, Thomas M. Cooney

Articles

Immigrant Enclave Theory (IET) investigates the concentration and localisation of immigrants in a specific geographic area. Some IET studies have highlighted the resilience of these communities and described such enclaves as sources of mutual support, collective political power and beneficial social relationships. Other studies have examined the influence of IET on immigrant entrepreneurial activity within these geographic areas, although some of these studies have highlighted IET as a contributor to low profit margin businesses due to over-representation of immigrant enterprises within the same sector and geographic locality. This article considers the potential for Transnational Diaspora Entrepreneurship (TDE) as an alternative …

"Thanks For The Free Products! #Ad": The Effects Of The Number Of Followers And Sponsorship Disclosures On The Credibility Of Instagram Influencers, Allison Renee Cox

Theses and Dissertations

Instagram influencers regularly promote products for brands. Some influencers follow Federal Trade Commission rules on advertising disclosures, such as putting "ad" or "sponsored" in a visible line of text, whereas others do not. Disclosures alert users that they are viewing an ad. Many social media users view influencers as authentic, trusted information sources, so it is important they are aware when viewing paid ads. How disclosures affect source credibility remains unclear. This study used 2 x 2 factorial design to evaluate the roles of two possible credibility enhancing factors: number of followers and advertising disclosures. Instagram users (N = …

An Analysis Of Millennials And Their Interactions With Financial Institutions, Fallon Endsley, Lucy Matthews, Cheryl Ward

Atlantic Marketing Journal

As the largest generational cohort since the Baby Boomers of the mid-20^th century, Millennials hold significant power over the future. This is especially true in business; therefore, consideration of the environment and the target market should be lucrative. Millennials seem to fit this role more every year. This project investigates the Millennial age cohort and creates a social media portfolio to create a short social media campaign for Ascend Federal Credit Union to market their financial services and education to people ages 23 – 37. This project seeks to better understand how to utilize social media in a business …

Cognitive And Affective Scarcities And Relational Abundance: Lessons From The Confluence Of Extreme And Chronic Scarcities In Subsistence Marketplaces, Madhu Viswanathan

Marketing & Business Law Faculty Works

Research on subsistence marketplaces provides a number of insights about extreme and chronic resource scarcity as well as intangible scarcities in cognitive and affective realms. These insights have been developed from a variety of sources—quantitative and qualitative research, as well as education for communities and for students through a symbiotic academic-social enterprise. These insights are juxtaposed with extant work on scarcity in consumer research, to derive implications for future research and stimulate thinking on a broad variety of scarcities. Our holistic deep dive into extreme scarcity and its multiple dimensions from the perspective of consumer behavior has much to offer …