Marketing Commons^™

The Impact Of Information Presentation Format On User Purchase Decision-Making, Muhammad Jawad

Dissertations, Theses, and Capstone Projects

Online reviews have garnered considerable attention, especially in recent years, from scholars in various domains (such as information systems and marketing) seeking to understand their role in purchase decision-making. With the growing popularity of online review videos, however, understanding the role of information presentation format in online decision-making becomes crucial. While prior research has explored how presentation formats affect users’ perceptions differently, the extent of these differences and their implications in purchase decision-making stages are not yet fully understood. Specifically, this dissertation work examines the role of presentation format of online reviews in two decision-making stages: 1) choice-reduction stage, which …

2021 September, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2021.

From Delhi To Mumbai, Apple Seeks A Bigger Slice Of The Pie, Taylor Greer, Brent Cassidy, Mike Williams, Nick Hill, Chandler Burger, Adam Pedraza, Steven Wehde, Caleb Fortney

Symposium of Student Scholars

From Delhi to Mumbai, Apple Seeks a Bigger Slice of The Pie in India:

An International Marketing Case Study

Mike Williams, Adam Pedraza, Taylor Greer, Brent Cassidy, Nick Hill, Chandler Burger, Steven Wehde, and Caleb Fortney

Abstract

Apple Inc., headquartered in the United States, is the world’s largest technology company with revenues of $265 billion as of 2018 (Johnson, 2012). Apple has been trying to compete in India’s smartphone market, the world’s fastest-growing and second-largest smartphone market globally, accounting for nearly 30 million purchases per quarter (Sheth, 2019). Despite its success in the U.S., Apple has not been able to …

Mobike’S Bike-Share Battle In India, Amber Cranston, Sam Kroll, Evan Coulter, Austin Tudor, Eric Jacobs, Miguel Pereira, Savannah Rubio

Symposium of Student Scholars

Mobike’s Bike-Share Battle in India: An International Marketing Case Study

Amber Cranston, Savannah Rubio, Sam Kroll, Austin Tudor, Eric Jacobs, Evan Coulter, and Miguel Pereira

Abstract

Mobike, the world’s first cashless and station-free bicycle service, launched in Shanghai in 2016 and now operates in over 19 countries including India (Khanna, 2017). Growing urbanization has led to increasing traffic congestion and pollution in most large cities around the world. Recently, there have been increasing calls for more sustainable transportation methods and one solution that is becoming popular is bike-sharing. The global bike ride-sharing market is projected to be worth around $8.6 …

Zara: Facing Fast Fashion Challenges In China. An International Marketing Case Study, Daniela Schaich Graniel, Alexxus Finnell, Caitlin Hopkins, Candace Salters, Elimay Baez, Larissa Hernandez, Madison Mcintyre, Raven Lee

Symposium of Student Scholars

Zara, one of the largest international fashion companies, was founded in Spain in 1974. It has a brand value of $18.4 billion and global revenues of $ 28.22 billion in 2018. Zara entered China in 2006 to compete in its $5.58 billion fast fashion market (Ge, 2018). China is an attractive emerging market with a GDP of $13.6 trillion, growing at 5.9% (World Bank, 2019). Zara’s fast fashion typically appeals to young college students and the middle class with income ranging from $7,250 to $62,500, representing about 39% of the population (Cyrill, 2019). In China, Zara targeted young women entering …

Ev’S Leading In China, Ford Is A Few Cars Behind, Jacob Murfin, Katie Mccombs, Tyler Lehman, Hayden Harrison, David Whitehead, Chris Sterling, Brianna Vangordon

Symposium of Student Scholars

As the world is looking at sustainable energy sources, electric vehicles are likely to be a big part of the perceived future. China has 18.47% of the world’s population, is one of the highest emitters of carbon dioxide, and is the world’s largest market for electric vehicles (Country Meters). China’s GDP was USD 13.608 trillion in 2018 and is expected to increase substantially in coming years (Wang, 2019). With 25 million vehicles sold in 2019, China’s automobile market is the biggest in the world. With that, China accounts for 27.52% of the world’s CO2 emissions (Statista). To decrease that number, …

Mobike: Backpedaling Out Of India, Brant Schwendel, Madison Tumey, Madison Godwin, Lauren Lance, Rachel Pastoric, Ashley Reese, Caroline Phillips

Symposium of Student Scholars

In the past few years, the bike-sharing industry has gained traction in large cities and suburban areas all over the world. Mobike, an app-based bike-sharing company founded in China in 2015, introduced a new, efficient and eco-friendly mode of travel for short commutes using smart bikes which are bikes with a motor that help assist the rider’s pedal-power. Bike-sharing has grown into a booming industry due to rapid urbanization, traffic congestion, and pollution problems. Mobike entered India in 2018 but faced many challenges. Since the takeover and expansion of Mobike, Meituan, the holding company, has suffered a loss of 4.6 …

Transfordming China With Electric Vehicles: An International Marketing Case Study, Jasmine Washington, Koran Baraka

Symposium of Student Scholars

TransFORDming China with Electric Vehicles: An International Marketing Case Study

Teyana Pryor, Koran Baraka, Kaleb Bell, Jasmine Washington,

Kyle King, Dylan Newman, and Bryce Lee

Abstract

Ford is a legendary automobile company established in the United States in 1903 by Henry Ford. Ford is a $1.35 million company worldwide with operations in 10 countries but it has experienced an annual drop of roughly eight percent in the last year (Wagner, 2020). Ford entered China’s automobile industry in 2004 when automobile sales totaled 215,60 vehicles (CEIC). In 2001, Due to the high level of pollution in the country and main cities, …

Market Research: How To Keep And Gain Customers, Chris Mccall

Symposium of Student Scholars

Customer-centered market research is essential to the creation and management of successful marketing campaigns. A company that understands their customers will be able to provide those customers with products and services that fit their needs better than the competition, and ultimately increase profits. My research focuses on a database containing customer information for a telecommunications company called Telco. Within this research, I will focus on a number of customer attributes including demographics, services provided, payment methods, contract lengths, monthly charges, and tenure with the company. Considering how these attributes relate to one another will give me a better understanding of …

The Mediation Role Of Customer Satisfaction On Service Quality And Corporate Image - An Evidence From Lebanese Private Universities, Lama Mohammad Khawaja, Alaaeldine Abbass Ali, Nehale Mostapha

BAU Journal - Society, Culture and Human Behavior

The higher education sector in Lebanon faces a number of challenges due to its rapid expansion, which has had many implications for the development of the sector. However, each university competes for a limited resources. Thus, promoting the image of the university becomes an essential factor for survival. The purpose of this study is to explore the relationship between service quality and corporate image with customer satisfaction as an intermediary in private universities in Lebanon. A survey of 378 respondents was conducted. A judgmental sample of university students was selected. The framework was tested by structural equation modeling (SEM). The …

Reserve Price Optimization In Display Advertising, Achir Kalra

Dissertations

Display advertising is the main type of online advertising, and it comes in the form of banner ads and rich media on publishers' websites. Publishers sell ad impressions, where an impression is one display of an ad in a web page. A common way to sell ad impressions is through real-time bidding (RTB). In 2019, advertisers in the United States spent nearly 60 billion U.S. dollars on programmatic digital display advertising. By 2022, expenditures are expected to increase to nearly 95 billion U.S. dollars. In general, the remaining impressions are sold directly by the publishers. The only way for publishers …

2021-August-30-Mixed Americans Exhibit At Tipton Gallery.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Aug. 30, 2021) – “Mixed Americans,” an exhibition featuring works by a diverse group of artists of mixed racial heritage, is on display at Tipton Gallery through Oct. 8.

A panel discussion and reception are planned this week in conjunction with the exhibit, which is presented by the East Tennessee State University Department of Art and Design.

The “Mixed Race: Negotiating Shifting Identities” panel will be held Thursday, Sept. 2, at 6 p.m. at the Langston Centre, 315 Elm Street. It will be moderated by Adam Dickson, Langston Centre supervisor, alderman for the town of Jonesborough, and adjunct …

2021-August-30-Trio Programs Receive Federal Grant Renewals.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Aug. 30, 2021) — East Tennessee State University’s federal TRIO Program has been selected by the U.S. Department of Education to receive renewed funding for two of its programs, both for each of the next five years.

The Educational Talent Search Program was awarded $323,420 per year and will help middle and high school students prepare for and enter post-secondary education. In addition to current students, Talent Search also works with individuals to complete their education at the secondary or postsecondary level. Eligible students receive tutoring, career coaching, mentoring, workshops and a variety of other services. The grant …

B Corps’ Social Media Communications During The Covid-19 Pandemic: Through The Lens Of The Triple Bottom Line, Manveer Mann, Sang-Eun Byun, Whitney Ginder

Department of Marketing Faculty Scholarship and Creative Works

The COVID-19 pandemic and rising demand for transparency has heightened the importance of sustainability communications on social media to generate deeper stakeholder engagement. Although B Corporations (B Corps), businesses committed to the triple bottom line (TBL), could serve as a catalyst for sustainable development, little is known about how they communicate on social media during a crisis. Therefore, we examined social media communications of B Corps to (1) identify salient topics and themes, (2) analyze how these themes align with the TBL, and (3) evaluate social media performance against industry benchmarks. We focused on the apparel, footwear, and accessories (AFA) …

2021-August-27-Etsu Response Middle Tennessee Floods.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (August 27, 2021) – East Tennessee State University has updated its ETSU Response website to provide information on support for those affected by the Aug. 21 flash floods in Middle Tennessee.

The website, www.etsu.edu/response, provides links and contact information for those who wish to provide volunteer or monetary support to relief agencies working with the people of Humphreys, Dickson, Houston and Hickman counties in the aftermath of the flooding, which resulted in at least 22 deaths. The flooding has damaged many structures, sweeping away homes, infrastructures, schools and other important facilities in several counties across Tennessee.  

The …

2021-August-27-Social Work To Host Msw Virtual Information Sessions.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Aug. 27, 2021) – East Tennessee State University’s Department of Social Work will host several virtual information sessions throughout the fall to promote opportunities for students to pursue a master of social work (MSW).

The first session is set for Thursday, Sept. 23 at 6:30 p.m. Additional sessions will be held Oct. 21 and Nov. 18 at 6:30 p.m. All of the sessions are open to the public and will be held on Zoom. To register for the session, visit etsu.edu/gradschool/infosessions.php.  

ETSU offers the MSW on campus in Johnson City or fully online. Accredited since 2003, the MSW …

2021-August-27-Etsu Students Return With Increase In Freshmen Transfers.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY –  (August 27, 2021) The Bucs are truly back!

One week into the fall 2021 semester, the campus of East Tennessee State University resembles past days prior to the pandemic. Though numerous safety precautions are still in place, classrooms, residence halls, dining halls and the Basler Center for Physical Activity are bustling, and in-person activities and events are being held every day.

“Not only are we back in person, but we have grown as a campus community,” ETSU President Dr. Brian Noland said.  “We anticipate that the number of new freshmen and transfer undergraduate students will be up …

2021-August-27-Wgs On Wednesdays Project Self-Discovery.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Aug. 27, 2021) — Years of teaching and collaborating with students in academia have inspired current faculty members at East Tennessee State University to write a book about change and growth in a student’s journey. The final product, “Project Self-Discovery,” developed by Drs. Bethany Novotny, Stacy Cummings Onks and Michelle Hurley, was published this year by Kendall Hunt.

The authors plan to discuss the process of writing their text while sharing some of its content in “Project Self-Discovery: The Journey” on Wednesday, Sept. 1, at noon, via Zoom. This free virtual talk may be viewed at https://etsu.zoom.us/j/94363259129. …

2021-August-27-Student Media Center To Host Open House.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Aug. 27, 2021) – East Tennessee State University’s Student Media Center will host an open house on Thursday, Sept. 2, from 2-4 p.m. as part of the campus Weeks of Welcome.

The Student Media Center (SMC), part of the D.P. Culp Student Center’s $45 million renovation, houses the East Tennessean, the student-run newspaper of ETSU, and will soon be the new home of The Edge 89.5 HD 4, the student-run radio station of ETSU.

The center also features the One Button Studio, a one-stop shop professional-quality presentation recording studio, and an audio-video editing suite. Assistance with various media-related …

The Impact Of Adaptive Learning In Principles Of Microeconomics, Doris S. Bennett, Cynthia S. Mccarty, Michael S. Carter

Southwestern Business Administration Journal

Abstract

The spread of Covid-19, which forced almost all learning to move to online in March, 2020, abruptly increased the number of undergraduates taking at least one online course by approximately 177% between the fall of 2019 and the spring of 2020 (Koksal, 2020; Carey, 2020; National Center for Education Statistics, 2020). Even without the Covid-19 disruption, online education has become increasing prevalent due to the decreasing allocation of resources to higher education and the pressure on college administrators to make a college education effective, affordable, and accessible for more students. Originally online instruction differed from in-class instruction only be …

Teaching, Learning And Academic Integrity During The Pandemic, William Saunders, Carlton Perkins

Southwestern Business Administration Journal

Abstract

The COVID 19 pandemic is responsible for instructional delivery changes in the higher education environment. The forced closing of many traditional classrooms, and teaching virtually, is taking the transfer of knowledge to students into a different realm. Adjustments must be made by students and professors alike to ensure that students continue to learn. However, as institutions transition away from the face to face classroom setting to the virtual platform, opportunities for cheating increases and changes to teaching and assessment should be implemented. Included among the innovations and adjustments must be testing and assessment methods that will hopefully guarantee learning …

2021-August-26-Carter Railroad Museum August Heritage Day.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Aug. 26, 2021) – The “Wild West” is the theme of this month’s Heritage Day at East Tennessee State University’s George L. Carter Railroad Museum this Saturday, Aug. 28.

One of the highlights of this free monthly event at the museum, located in ETSU’s Campus Center Building, will be models of the world’s largest steam engine, the Union Pacific Railroad’s 4-8-8-4 Big Boy design made famous during World War II. This, as well as equipment from other famous operations like the Santa Fe, Southern Pacific and today’s Union Pacific and BNSF super railroads, will make this an event …

2021-August-26-Meet Commissioner Galloway.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (August 26, 2021) Ethan Galloway, a senior at East Tennessee State University, has been appointed to the Tennessee Higher Education Commission as a student member.

Galloway is from Surgoinsville and is currently a chemistry major with plans to attend medical school.  At ETSU, he has been active with the Chemistry Club, which he serves as vice president, and he is an officer and member of Circle K International sponsored by Kiwanis.  He is also employed by ETSU’s Center for Academic Achievement as an academic coach.

A 2018 graduate of Volunteer High School, he is the son of …

Analysis Of The Ship Investment Decision-Making In The Dry Bulk Market, Dizhe Fan

World Maritime University Dissertations

No abstract provided.

2021-August-26-Etsu Snpha Earns National Honors.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

National honors

JOHNSON CITY, TN (August 26, 2021) — At the recent national Student National Pharmaceutical Association (SNPhA) conference, East Tennessee State University Bill Gatton College of Pharmacy’s SNPhA chapter took home four national honors, including winning the National Scrapbook Competition. 

This year’s honorees from Gatton College of Pharmacy included:

• Dr. Horace and Ethel Bynum Endowed Scholarship—Nitin Joshi (’23) 

• Rite Aid Endowed …

2021-August-26-Scientists Join Quillen.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (August 26, 2021) Crown Laboratories Chief Science Officer Dr. Thomas Hitchcock and Director of Biological Science Dr. Mun Su Rhee have been appointed as adjunct faculty members in the East Tennessee State University Department of Biomedical Sciences. The skin care company scientists join the university as part of a collaboration to foster research activity.

The appointments into the department will provide opportunities for collaboration, internships and more between Crown and ETSU, particularly in skin and microbiome science. Additionally, this will provide a potential pipeline of ETSU graduate recruiting to more technical roles within the skin care company. …

2021-August-25-Exploring Black Appalachian Music Podcast.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Aug. 25, 2021) — A six-part podcast series, “Sepia Tones: Exploring Black Appalachian Music,” is in the works, co-hosted by Dr. Ted Olson, an East Tennessee State University professor of Appalachian Studies and Bluegrass, Old-Time and Country Music Studies, and Dr. William Turner, a noted scholar on African American communities in Appalachia.

The first two episodes are now available on all popular podcast streaming platforms through the Great Smoky Mountains Association’s “Smoky Mountain Air” podcast.

Dr. Ted Olson

2021-August-24-Perreault Publishes Book Chapter On Esports.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Aug. 24, 2021) — Video gaming played competitively, or eSports, has grown in such popularity that universities, including ETSU, have established their own teams to compete against similar lineups at peer educational institutions. eSports is also piquing the interests of university researchers and those in marketing and communication.  

That is why Dr. Mimi Perreault, an associate professor in the Department of Media and Communication at East Tennessee State University, said she took the opportunity to contribute a chapter on the news coverage of eSports to the “Handbook of Research on Pathways and Opportunities Into the Business of eSports,” …

External And Internal Factors Of Sports Sponsorship Selling Cycles In North American Professional Sports, Dan Kaufmann

USF Tampa Graduate Theses and Dissertations

In sports sponsorship, sellers and management seek to shorten their sales cycles to renew, upsell, and close new business. This research covers what professional sports organizations can do to help shorten the sales process. The study includes an industry analysis, literature review, and a mixed method survey of 212 people within the North American Sports Sponsorship Industry. The surveyed individuals are C-suite sponsorship salespeople and managers. These individuals work in the following professional sports leagues in North America: The National Football League (NFL), National Basketball League (NBA), National Hockey League (NHL), Major League Baseball (MLB), and Major League Soccer (MLS). …

Strengthening Sisters: How Latter-Day Saint Missionary Service Prepares Women For Leadership, Sara Mcphee Lafkas, Wendy Fox-Kirk, Susan R. Madsen, Robbyn T. Scribner

Marketing and Strategy Faculty Publications

Women, especially those from highly religious societies, are underrepresented in professional and civic leadership positions. Considering how women's life experiences, especially from religious volunteer opportunities, can be reframed as training for broader leadership roles could help address this disparity. The potential for women to learn leadership skills from volunteer religious service is an overlooked, but possibly important, means of transferability to larger leadership roles. The current article describes a qualitative study of women's perceptions of leadership skills gained while serving as full-time volunteer missionaries for The Church of Jesus Christ of Latter-day Saints during young adulthood. Respondents described perceptions of …