Marketing Commons^™

Tiktok Has Influenced The Way We Buy Beauty, Keira R. Wingate, Angela Palumbo

Capstones

The purpose of this capstone project is to show how the popular social media platform, TikTok, is influencing and changing the way consumers buy and the companies sell beauty products.

Since the start of the pandemic, a record number of people logged into TikTok, which has become one of the top social media platforms in the world. While the app grew, so did the number of users who made videos reviewing and using makeup products. Soon, TikTok went from an entertainment platform to a marketing opportunity for large companies in the beauty industry.

Now, hundreds of influencers are paid large …

Designing A Knowledge-Based System (Kbs) To Study Consumer Purchase Intention: The Impact Of Digital Influencers In Pakistan, Sherbaz Khan, Aamir Rashid, Rizwana Rasheed, Noor Aina Amirah

Publications and Research

Purpose – The purpose of this study is to present a complete framework that defines the link between choices and decision criteria based on existing research on digital influencers (DIs) connected to consumer purchase intentions. The primary goal of this article is to assess the effect of DIs on customer purchase intentions via the creation of an integrated knowledge-based system (KBS).

Design/methodology/approach – The suggested KBS is based on the fuzzy analytic hierarchy process (AHP), which creates a link between DI elements and their overall effect on consumer purchase intentions.

Findings – With the help of a KBS, the performance …

2021-December-11-Congratulations Class Of 2021, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Dec. 11, 2021) East Tennessee State University conferred more than 1,300 degrees during two Commencement Exercises earlier today in the Ballad Health Athletic Center.

Gayle Conelly Manchin, federal co-chair of the Appalachian Regional Commission (ARC), delivered the keynote address at 10 a.m., and ETSU faculty member Dr. Sean Fox, who won the Distinguished Faculty Award for Teaching, addressed graduates during the 2 p.m. ceremony.

The Class of 2021 included 1,054 undergraduate students and over 230 master’s candidates.   ETSU also conferred 96 doctoral degrees today.  Of the undergraduate students, 108 graduated summa cum laude, 142 earned magna …

2021-December-11-Congratulations Class Of 2021, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Dec. 11, 2021) East Tennessee State University conferred more than 1,300 degrees during two Commencement Exercises earlier today in the Ballad Health Athletic Center.

Gayle Conelly Manchin, federal co-chair of the Appalachian Regional Commission (ARC), delivered the keynote address at 10 a.m., and ETSU faculty member Dr. Sean Fox, who won the Distinguished Faculty Award for Teaching, addressed graduates during the 2 p.m. ceremony.

The Class of 2021 included 1,054 undergraduate students and over 230 master’s candidates.   ETSU also conferred 96 doctoral degrees today.  Of the undergraduate students, 108 graduated summa cum laude, 142 earned magna …

2021-December-10-Winter Transformations A Reece Museum Update, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 10, 2021) – Upgrades to the Reece Museum’s main entrance, galleries, foyer and multipurpose room aimed at creating better experiences for the East Tennessee State University community and public are happening this winter. 

The main entrance is being renovated to repair infrastructure and make the museum more accessible to visitors. The galleries, foyer and multipurpose room will also see major changes as new displays and three new exhibitions are set to open in January 2022.

“This renovation to our main entrance is a welcomed upgrade for the museum that will help us better serve the campus …

2021-December-10-Winter Transformations A Reece Museum Update, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 10, 2021) – Upgrades to the Reece Museum’s main entrance, galleries, foyer and multipurpose room aimed at creating better experiences for the East Tennessee State University community and public are happening this winter. 

The main entrance is being renovated to repair infrastructure and make the museum more accessible to visitors. The galleries, foyer and multipurpose room will also see major changes as new displays and three new exhibitions are set to open in January 2022.

“This renovation to our main entrance is a welcomed upgrade for the museum that will help us better serve the campus …

Selling For The Social Good: A Commentary And Extension To Pedagogy Place, Shannon Cummins

Marketing & Entrepreneurship Faculty Publications

This paper describes an adaptation of “Social Marketing, Consumer Behavior, and the SDGs” available from the Pedagogy Place website to an introductory sales class. The extension provides an example of how the structure of a macromarketing project can be adapted to every part of the marketing curriculum—even personal selling. The project details how sales skills can be developed using experiential learning while simultaneously providing an opportunity to discuss macromarketing principles and use sales techniques toward sustainability goals and societal good.

Small Farmers’ Use Of Social Media And Other Channels For Marketing Their Agricultural Products, Carlos Alberto Moreno-Ortiz, Donna J. Peterson Dr., Alba J. Collart, Laura Downey, Susan Seal, Roberto Gallardo

Journal of Extension

We examined small farmers’ use of and preference for different channels for marketing agricultural products and explored differences by gender, age group, and education level. Farmers markets and social media were preferred channels, with participants under age 55 being more likely than those 55 and over to prefer and use social media and agree that social media would be useful for promoting products and increasing sales. While selling via social media could provide a larger market, one challenge is that the average age of Mississippi farm operators is 59. Therefore, Extension must consider multiple approaches for delivering training on marketing.

Entrepreneurship Processes And Success In Developing Nations, Hayden Egley

Fall Student Research Symposium 2021

This research provides insights into the entrepreneurial process of small business owners (SBOs) in developing nations. Much of the existing entrepreneurship research has focused on small and medium sized businesses in developed nations such as the United States and United Kingdom; very little is known about the topic in the context of developing nations. Furthermore, while entrepreneurship is important to the economies of developing nations, entrepreneurship is often hampered in them due to lack of capital and financial innovation. This research uses the results of depth interviews of 70 SBOs in developing nations, focusing on Mongolia and the Philippines. The …

Is The Adoption Of Sustainability Financing An Effective Solution To Environmental Issues?, Andrew Damas

Fall Student Research Symposium 2021

With the growing use of green financing, environmentally conscious banks and investors can help incentivize firms to create more sustainable business practices. This poster aims to provide insight on how effective green financing is on lessening CO2 emissions and improving the environmental and social responsibility of the firm. The results indicate how complex the issue is. While green financing certainly helps to lessen a firms environmental impact, it also lacks clear guidelines, reducing it potential benefit.

2021-December-09-Mh Teacher Retention Project, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 9, 2021) – East Tennessee State University has received over $215,000 in grant funding from the U.S. Department of Education Office of Special Education & Rehabilitative Services for an initiative known as “the Republic of the Marshall Islands Teacher Retention Project.” The grant proposal, written in part by Dr. Dawn A. Rowe, associate professor and interim chair to ETSU’s Educational Foundations and Special Education program, received nearly $1.25 million total in funding.

According to the Republic of the Marshall Islands Public School System (PSS), teachers with temporary and provisional licenses are leaving the profession at …

2021-December-09-Pmhnp Program Third In Nation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 9, 2021) – East Tennessee State University’s online Post-Graduate Psychiatric Mental Health Nurse Practitioner (PMHNP) program is ranked third in the nation by NursePractitionerOnline.com. 

ETSU’s PMHNP graduate certificate concentration offers a certificate for nurses who have completed a Master of Science in Nursing (MSN) degree. Its customized special studies program provides education and clinical training in the PMHNP role. Upon completion, graduates are eligible for the national certification examination.

Nearly 80 students are currently enrolled in ETSU’s PMHNP program, which has graduated 121 students since 2018.

The NursePractitionerOnline.com ranking of Online MSN Psychiatric-Mental Health NP …

2021-December-09-Mh Teacher Retention Project, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 9, 2021) – East Tennessee State University has received over $215,000 in grant funding from the U.S. Department of Education Office of Special Education & Rehabilitative Services for an initiative known as “the Republic of the Marshall Islands Teacher Retention Project.” The grant proposal, written in part by Dr. Dawn A. Rowe, associate professor and interim chair to ETSU’s Educational Foundations and Special Education program, received nearly $1.25 million total in funding.

According to the Republic of the Marshall Islands Public School System (PSS), teachers with temporary and provisional licenses are leaving the profession at …

2021-December-09-Pmhnp Program Third In Nation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 9, 2021) – East Tennessee State University’s online Post-Graduate Psychiatric Mental Health Nurse Practitioner (PMHNP) program is ranked third in the nation by NursePractitionerOnline.com. 

ETSU’s PMHNP graduate certificate concentration offers a certificate for nurses who have completed a Master of Science in Nursing (MSN) degree. Its customized special studies program provides education and clinical training in the PMHNP role. Upon completion, graduates are eligible for the national certification examination.

Nearly 80 students are currently enrolled in ETSU’s PMHNP program, which has graduated 121 students since 2018.

The NursePractitionerOnline.com ranking of Online MSN Psychiatric-Mental Health NP …

The Determinants Of Satisfaction And Loyalty To Digital Libraries: Islamic Economics Student Perspective In Indonesia, Anisa Syahidah Mujahidah, Aam Slamet Rusydiana, Fatin Fadhilah Hasib, Agus Ahmad Nasrulloh

Library Philosophy and Practice (e-journal)

This study aims to determine the factors that influence the satisfaction and loyalty of Islamic economics students in Indonesia to digital libraries. To test the structural and measurement models, the Partial Least Square Structural equation modeling (SEM) approach was used. Online questionnaires were distributed to purposively selected respondents throughout Indonesia, consisting of all major islands. In total, there were 104 respondents collected. This study found that the Perceived Usefulness variable had no significant effect on digital library user satisfaction for Islamic economics students in Indonesia. while the Perceived Ease of Use variable has a significant effect on user satisfaction. In …

2021-December-08-Dr. Casey Balio Publishes Study In Health Affairs, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – A number of states found ways to expand Medicaid without increasing their administrative spending, according to the results of a 10-year study published last month in the journal Health Affairs.

Dr. Casey P. Balio of East Tennessee State University is the lead author of the study, which was selected for the November issue of Health Affairs that focuses on “Hospitals, ACA Marketplace & More.” Balio is a research assistant professor at the Center for Rural Health Research and the Department of Health Services Management and Policy in the ETSU College of Public Health.

At the time …

2021-December-08-Etsu Students Present At Appalachian Symposium, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 8, 2021) – East Tennessee State University students earned valuable professional experience and contributed important research while participating in the 21st annual Appalachian Teaching Project Symposium, an economic development conference sponsored by the Appalachian Regional Commission. 

The Appalachian Teaching Project is administered by the ETSU Center of Excellence for Appalachian Studies and Services, and students in the Appalachian Community Engagement course taught by Dr. Rebecca Adkins Fletcher carried out ETSU’s project. 

The students in this year’s class – Jeremy Dubhros, Krystiane Evans, Richard Lloyd, Nathaniel McMullen, Kayla Rose and Ada Sloop – worked …

2021-December-08-Dr. Casey Balio Publishes Study In Health Affairs, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – A number of states found ways to expand Medicaid without increasing their administrative spending, according to the results of a 10-year study published last month in the journal Health Affairs.

Dr. Casey P. Balio of East Tennessee State University is the lead author of the study, which was selected for the November issue of Health Affairs that focuses on “Hospitals, ACA Marketplace & More.” Balio is a research assistant professor at the Center for Rural Health Research and the Department of Health Services Management and Policy in the ETSU College of Public Health.

At the time …

Objection Practice Using A Live Appointment-Setting Call With Professionals, Shannon Cummins

Marketing & Entrepreneurship Faculty Publications

Getting students comfortable with responding to customer objections is a challenge. This assignment introduces students to objection response using a live role-play conducted with professionals over the phone. The project typically takes 3 weeks to complete and is an excellent way to deliver value to professional partners or involve alumni in a time-efficient and location neutral manner. The project works equally well in-person or online. Results show that students participating in the live role-play call have higher actual and perceived learning regarding objection response techniques. Additionally, students who participate are more likely to receive a job or internship offer due …

2021-December-08-Etsu Students Present At Appalachian Symposium, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 8, 2021) – East Tennessee State University students earned valuable professional experience and contributed important research while participating in the 21st annual Appalachian Teaching Project Symposium, an economic development conference sponsored by the Appalachian Regional Commission. 

The Appalachian Teaching Project is administered by the ETSU Center of Excellence for Appalachian Studies and Services, and students in the Appalachian Community Engagement course taught by Dr. Rebecca Adkins Fletcher carried out ETSU’s project. 

The students in this year’s class – Jeremy Dubhros, Krystiane Evans, Richard Lloyd, Nathaniel McMullen, Kayla Rose and Ada Sloop – worked …

For The People: A Collaborative Space Assessment - Budget And Analysis, Devan Harmych

Honors Projects

One of the most important keys to success is community. Within a community, people come together to support each other and help them achieve their hopes and dreams. When looking at the Honors College and the space they utilize within Founders Hall, there is an opportunity present to further expand the community and to design a space to better support students of the future.

2021-December-07-Brand Storytelling To Offer Brand Film Certification, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 7, 2021) – Today’s leaders in business require creative and diverse professionals with crossover skills in marketing, media and film, but there is a significant talent gap. To answer this call, Brand Storytelling and East Tennessee State University, along with several global industry sponsors, have stepped up to bridge the education and diversity gap with a first-ever professional certification program.

The Brand Storytelling Brand Film Certification is a 100% online professional certification taught by industry leaders connected to Brand Storytelling’s world-class network of professionals in media, production, marketing, advertising, culture and entertainment. The certification will appeal …

2021-December-07-Brand Storytelling To Offer Brand Film Certification, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 7, 2021) – Today’s leaders in business require creative and diverse professionals with crossover skills in marketing, media and film, but there is a significant talent gap. To answer this call, Brand Storytelling and East Tennessee State University, along with several global industry sponsors, have stepped up to bridge the education and diversity gap with a first-ever professional certification program.

The Brand Storytelling Brand Film Certification is a 100% online professional certification taught by industry leaders connected to Brand Storytelling’s world-class network of professionals in media, production, marketing, advertising, culture and entertainment. The certification will appeal …

2021-December-03-Imls Grant Funded, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 3, 2021) – East Tennessee State University received nearly $100,000 from the Institute of Museum and Library Services (IMLS) as a sub-awardee, led by faculty member Dr. Alissa A. Lange, who is an associate professor with the Department of Early Childhood Education and director of the Early Childhood STEM Lab.

The grant is part of the IMLS 2021 National Leadership Grants for Museums program, which aims to support projects that address the need to strengthen museum services for the American public. The grant in total awarded $941,787 in funding for a coalition led by the …

2021-December-03-Imls Grant Funded, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 3, 2021) – East Tennessee State University received nearly $100,000 from the Institute of Museum and Library Services (IMLS) as a sub-awardee, led by faculty member Dr. Alissa A. Lange, who is an associate professor with the Department of Early Childhood Education and director of the Early Childhood STEM Lab.

The grant is part of the IMLS 2021 National Leadership Grants for Museums program, which aims to support projects that address the need to strengthen museum services for the American public. The grant in total awarded $941,787 in funding for a coalition led by the …

Women’S Equality In Utah: Why Utah Is Ranked As The Worst State, And What Can Be Done, Susan R. Madsen, Greg P. Madsen

Marketing and Strategy Faculty Publications

For the fourth year in a row, WalletHub has named Utah as the worst state in the nation for women’s equality in their report “2021’s Best & Worst States for Women’s Equality,” released August 23, 2021. To ascertain where women receive the most equal treatment, WalletHub’s analysis compared the 50 states across 17 key indicators of women’s equality. The indicators ranged from the gap between the number of female and male executives, to the disparity in unemployment rates for women and men, to gender differences in education and health.

2021-December-02-Rotc Cadets Will Be Commissioned Dec, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 2, 2021) – Cadets in the Army ROTC Program at East Tennessee State University will be commissioned as second lieutenants at a 10 a.m. ceremony at the Carnegie Hotel on Friday, Dec. 10.

Col. Brent A. Clemmer, a recipient of the prestigious Silver Star, will be the guest speaker. Clemmer, who has served throughout the world from Korea to Afghanistan, is a graduate of the Naval Postgraduate School with a master’s degree in defense analysis. He is a recipient of the Purple Heart. 

The two ETSU cadets who will be commissioned on Dec. 10 are: 

Benjamin …

2021-December-02-Rotc Cadets Will Be Commissioned Dec, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Dec. 2, 2021) – Cadets in the Army ROTC Program at East Tennessee State University will be commissioned as second lieutenants at a 10 a.m. ceremony at the Carnegie Hotel on Friday, Dec. 10.

Col. Brent A. Clemmer, a recipient of the prestigious Silver Star, will be the guest speaker. Clemmer, who has served throughout the world from Korea to Afghanistan, is a graduate of the Naval Postgraduate School with a master’s degree in defense analysis. He is a recipient of the Purple Heart. 

The two ETSU cadets who will be commissioned on Dec. 10 are: 

Benjamin …

2021-December-02-University School Achieves Reward Status 2020-2021 School Year, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Digital Brand Identity Design From A User Experience Perspective, Isaiah Harwood

Undergraduate Honors Theses

As a graphic designer and as a creative in general, my interest has always been in the conceptualization and execution of brand identities. I am most comfortable as a designer when I am working in the realm of art direction, and most of my design heroes and inspirations are legendary art directors and designers like Paula Scher, Paul Rand, and Michael Bierut. Logo and wordmark design in particular are among my favorite aspects of design, and finding ways to creatively apply these foundational aspects of a brand to each stage of the user experience is exciting to me. The stages …