Marketing Commons^™

2021 Ijbe V1 Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

The Role Of Comparison Sites And Image Features In Consumer Search, Peng Yam Koh

Dissertations and Theses Collection (Open Access)

Comparison sites are widely used by consumers. Theory assumes that consumers visit these sites to discover new alternatives, raising questions about the role of the initial consideration set (alternatives considered at the start of search) when comparison sites are available. Will consumers ignore their initial consideration set and directly explore new alternatives? Will consumers with large initial consideration sets avoid comparison sites? Utilizing search and incomplete knowledge theories, the authors intuit that consumers first search their initial consideration set, and visit a comparison site to reduce the search costs of doing so. If a suitable alternative is absent, consumers subsequently …

Attracting Generation Z Students To Higher Education Institutions, Marcelyn Candace Nauman

Doctoral Dissertations and Projects

U.S. Higher Education institutions (HEIs) have faced declining enrollment since 2011. At the same time, the generational cohort of first-time freshman changed from Millennials to Gen Z students, bringing with them a change in wants, needs, and values. A qualitative multiple case study was conducted to understand how to attract Gen Z students to Higher Education Institutions. The two research questions were: 1) What marketing strategies are successful HEIs using to attract Generation Z students? and 2) What are they doing differently to attract Gen Z compared to Gen X or Y? This study was based on marketing theory, generational …

2021-March-31-Etsu College Of Nursing Named Top Rn To Bsn Program In Tennessee, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 31, 2021) – East Tennessee State University’s College of Nursing was recently named the No. 1 RN to BSN program in the state of Tennessee by NursingProcess.org.

To rank the programs, NursingProcess.org gathered a list of all nursing schools offering RN to BSN programs in every state and then ranked the best based on academic quality, affordability, reputation of the school, and editorial staff rankings.

ETSU’s RN to BSN program is focused on advancing the skills and preparation of current associate degree and diploma nurses seeking a baccalaureate degree. This program is completely online, offering convenience …

2021-March-31-Westover Settles In As Chair Of Literature And Language, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 31, 2021) – As he nears the end of his first year as chair of the Department of Literature and Language at East Tennessee State University, Dr. Daniel Westover is pleased with what the department has been able to accomplish despite the challenges of the pandemic.

Dr. Daniel Westover

These accomplishments …

2021-March-31-University School Tennis Team, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-March-30-Dr Michael Kruppa Awarded Etsus First Candida Auris-Related Grant, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 30, 2021) – Dr. Michael Kruppa, an East Tennessee State University Quillen College of Medicine faculty member, has received a grant to study a global emerging fungal infection, Candida auris.

The National Institutes of Health, National Institute of Allergy and Infectious Disease, awarded a R21 grant to Kruppa for his study “Genetic Characterization of phosphomannan biosynthesis in C. auris.”  The two-year, $407,000 award is the first grant awarded to a researcher at ETSU to study Candida auris.

The incidence of Candida auris, a newly emergent species, has risen worldwide since its first recognition …

2021-March-30-Walk A Mile In Her Shoes April, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 30, 2021) – Men from throughout the community are invited to “Walk a Mile in Her Shoes” at East Tennessee State University on Thursday, April 8.

OASIS (Outreach & Advocacy: Sexuality Information for Students) and ETSU Fraternity and Sorority Life are teaming up to host the International Men’s March to Stop Rape, Sexual Assault and Gender Violence from 11 a.m. to 3:30 p.m. to raise awareness about serious causes, effects and remediations to men’s sexualized violence. Participants will don high heels across the red carpet in the Cave, located on the first floor of the D.P. Culp …

2021-March-30-Middle School Girls Softball Victory, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-March-29-Etsu Health Hosting Covid-19 Vaccine Clinics For Anyone Age 18 And Older, University Marketing And Communication, East Tennessee State University

ETSU News

The ETSU Health COVID-19 vaccine clinics are now full. Patients who wish to add their names to a waitlist in case of cancellations may do so at www.etsuhealth.org. 

JOHNSON CITY (March 29, 2021) – ETSU Health will host COVID-19 vaccine clinics on Thursday, April 1; Saturday, April 3; Tuesday, April 6; and Thursday, April 8, by appointment only. These clinics are open to anyone age 18 and older, regardless of health condition.

The ETSU Health vaccine clinic will administer Johnson & Johnson’s Janssen COVID-19 vaccine, which only requires one shot. Appointments are available online at ETSUHealth.org for April …

2021-March-29-Etsu Health Tendrá Cuatro ClíNicas De VacunacióN Covid-19 Para Cualquier Persona Mayor De 18 AñOs, University Marketing And Communication, East Tennessee State University

ETSU News

Las citas de las clínicas de vacunación contra COVID-19 de ETSU Health ahora están llenas. Los pacientes que deseen agregar sus nombres a una lista de espera en caso de cancelación pueden hacerlo en www.ETSUHealth.org.

JOHNSON CITY (29 de marzo de 2021) - ETSU Health organizará clínicas de vacunación contra COVID-19 el jueves 1 de abril; Sábado 3 de abril; Martes 6 de abril; y el jueves 8 de abril solo con cita previa. Estas clínicas están abiertas a cualquier persona mayor de 18 años, independientemente de su estado de salud.

La Clínica de Vacunas de Salud de ETSU …

Increasing Personal And Product Influence Through Background Auditory And Visual Cues, Zhihao Yu

USF Tampa Graduate Theses and Dissertations

Effective persuasion is indispensable for success in business and in life. People may have the best idea, the best product, and the best policy, but without persuading their target audiences to take actions, none of those would matter. However, getting people to say “Yes” is becoming harder and harder. We are living in a complicated world that is busy and crowded with too much information. People are getting more used to processing information in an automatic way and not bothering to scrutinize every bit of information. As a result, companies and individuals have fewer chances to influence their audiences through …

Editorial - Subsistence Marketplaces: Journal, Knowledge-Practice Portal, And Organization, Madhu Viswanathan

Subsistence Marketplaces

Subsistence Marketplaces: Journal, Knowledge-Practice Portal and Organization

2021-March-27-High School Boys Soccer Team Wins 5-1 Over Providence Adacemy, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-March-25-Centriworks Teams With Etsu's Project Earth, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 25, 2021) –  Centriworks, a locally-owned company and nationally recognized business technology leader, recently donated access to KnowledgeWave software to East Tennessee State University’s Project EARTH (Employing Available Resources to Transform Health), a part of the ETSU College of Public Health.

Housed at the ETSU/Eastman Valleybrook campus, Project EARTH prepares public health graduates to work in almost any environment, especially the kinds of low-resource environments that might exist in rural areas, overseas and in post-disaster settings.

“Centriworks is pleased to announce their partnership with ETSU’s Project EARTH,” said Steve Sumner, Centriworks president. “Being an environmentally responsible company …

2021-March-23-Etsu Health Covid-19 Vaccine Clinic March 20-21, University Marketing And Communication, East Tennessee State University

ETSU News

p xmlns:ouc="https://omniupdate.com/XSL/Variables">(March 23, 2021) More than 40 student and faculty volunteers from ETSU Health helped administer nearly 500 Johnson & Johnson Janssen COVID-19 vaccines at a community-wide vaccine clinic held at ETSU’s The James and Nellie Brinkley Center on Saturday, March 20 and Sunday, March 21.

“We thought it would be helpful and fulfill a need in the community to offer the vaccine on the weekend, when people might not be able to get it otherwise,” said Dr. Adam Welch, associate dean for assessment and academic affairs at Bill Gatton College of Pharmacy.

Appointments for the clinic filled up …

2021-March-23-Women On Wednesdays, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 23, 2021) – “Designing and Creating Costumes for Performance: Artistic, Technical, and Education” will be discussed by Bethany Skinner in a free virtual talk at East Tennessee State University on Wednesday, March 31, at noon via Zoom.

Bethany Skinner

This talk is part of the “Women on Wednesdays” lecture series sponsored by the ETSU Women’s Studies Program. The meeting ID for the event is 968 5111 …

Un/Re/Doing Gender In Consumer Research: In Conversation With Pauline Maclaran, Lisa Peñaloza, And Craig Thompson, Jenna M. Drenten, Pauline Maclaran, Lisa Peñaloza, Craig J. Thompson

School of Business: Faculty Publications and Other Works

This article documents a panel conversation with three exceptional scholars in the domain of gender and consumer research— Pauline Maclaran, Lisa Peñaloza, and Craig Thompson. The panel was moderated by Jenna Drenten.

2021-March-19-Civility Week 2021, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Updated March 19, 2021) – “Be the Light: Listen, Learn, Love” is the theme of East Tennessee State University’s 2021 Civility Week, which is planned for March 22-26.

The week features a variety of events planned by ETSU’s Student Government Association to encourage civil dialogue to bridge the current political, cultural and religious divisions of society.

Civility Week activities include:

• “Race and Democracy: America is Always Changing, but America Never Changes,” a virtual discussion to kick off Civility Week with Dr. Eddie Glaude, the James S. McDonnell Distinguished University Professor and chair of the Department of African American …

2021-March-19-Quillen College Of Medicines Class Of 2021 Takes Part In Match Day, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 19, 2021) – The Class of 2021 at East Tennessee State University’s Quillen College of Medicine found out today where they were matched for their residencies upon their upcoming graduation.

Like many medical schools across the country, Quillen College of Medicine cancelled its in-person Match Day celebration held for students and their families due to the COVID-19 pandemic and hosted a virtual Match Day experience via Zoom, which friends and family could watch online.

The National Resident Matching Program (NRMP) pairs graduating medical students with residency programs throughout the country. The Class of 2021 enjoyed a successful …

2021-March-19-Kacl Spring 2021, University Marketing And Communication, East Tennessee State University

ETSU News

KINGSPORT (March 19, 2021) – The Kingsport Alliance for Continued Learning (KACL) will offer a series of informal in-person and virtual class options beginning March 23 focusing on a variety of subjects such as state and county election processes, coal mining in Appalachia, an opportunity to go “behind the curtain” with Symphony of the Mountains and more. 

Classes are open to anyone and will continue for six weeks. The KACL, in partnership with East Tennessee State University at Kingsport, provides non-credit courses, lectures and special events for adults, regardless of age or educational background. There are no homework assignments, grades …

Illusional Marketing: The Use Of Storytelling, User Experience And Gamification In Business, Adnan Veysel Ertemel

Zea E-Books Collection

“This book is a must-have for marketers who need to use a composite set of tools to break through the attention economy. The book is also for the general public who might be concerned about the growing and numbing screen time that takes people away from doing other things.” — Philip Kotler on Illusional Marketing

Digital platforms know how to “hook” consumers and keep them glued to the screen. These products were developed based on psychologists’ research into the way the human brain works. These are new weapons in the marketing toolkit that will become even more effective when combined …

2021-March-19-Johnson City Male Bald Eagle Has A Name, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 19, 2021) – The nesting pair of American Bald Eagles that the East Tennessee State University Department of Biological Sciences has been livestreaming in Johnson City since 2015 was struck with a potential disaster late in the spring of 2020, when the male parent, Noshi, failed to return to his nest that held Shima and their three very large nestlings. Finding herself a single parent, Shima continued to bring fish to feed her young birds and successfully fledged them from the nest.

The director of the EagleCam project, Dr. Fred Alsop, states that even though an extensive …

2021-March-18-125-The Next Chapter, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (March 18, 2021) A new strategic visioning process for East Tennessee State University – the Committee for 125 Chapter II – is being launched this month by President Dr. Brian Noland.

The initiative will build upon the foundation of the Committee for 125 effort that began in 2012 outlining strategic goals the institution hoped to achieve upon its 125^th anniversary in 2036.  The goal of the new initiative is to develop a future-focused vision for ETSU that maximizes the power of the collective talent of the university and surrounding community to improve the lives of the …

2021-March-18-Caton Named Mtna National Teacher Of The Year, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 18, 2021) – National Teacher of the Year honors for 2021 were bestowed upon Dr. Benjamin D. Caton III of East Tennessee State University by the Music Teachers National Association (MTNA) during its virtual annual conference.

Caton’s unanimous selection by the MTNA for this award “testifies to his unparalleled dedication to education and service in music,” according to his colleague, Dr. Esther Park, associate professor of piano in the ETSU Department of Music. “This honor is only bestowed upon the best of the best teachers, and the fact that the MTNA unanimously voted to honor him is …

2021-March-18-Etsu Respiratory Therapy Program Ranked Among Best In Nation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 18, 2021) – Intelligent.com recently ranked East Tennessee State University’s Respiratory Therapy Program 26th among the top 50 respiratory programs in the country and 28th among the best online respiratory therapy programs. There are more than 500 respiratory programs nationwide.

“Respiratory therapists have always been an integral part of patient care, and during the COVID-19 pandemic, their role in health care has received more attention than perhaps ever before,” said Dr. Don Samples, dean of the ETSU’s College of Clinical and Rehabilitative Health Sciences. “I am proud of the faculty and students who make our program …

2021-March-18-Soccer News, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

An Exploratory Examination Of The Impact Of Customer Service Features On Conversion Rates For Online Retailers, Richard Heiens, Ravi Narayanaswamy, Emily Siegfried

AMTP Proceedings 2021

The present study explores the link between customer service features and conversion rates for the 500 largest online retailers in the U.S. market. Twelve distinct customer service features were examined, including auto-replenishment, co-branded credit cards, currency conversion tools, free shipping, free return shipping, in-home services such as product installation or in-person consultations, live chats, providing website content in multiple languages, next-day delivery, online return processing, paid memberships with enhanced customer services, and same day delivery. Consistent with previous studies that indicate typical conversion rates in the range of 2-4 percent, the mean conversion rate for the firms in our sample …

An Exploratory Examination Of The Relationship Between Digital Traffic Channels And Web Sales For Hedonic Products, Ravi Narayanaswamy, Richard Heiens

AMTP Proceedings 2021

The present study explores the relationship between digital traffic channels and Web sales for online retailers of hedonic-type products. The hedonic product categories studied include Flowers/Gifts, Jewelry, Sporting Goods, and Toys/Hobbies. The digital traffic channels incorporated in the analysis include direct traffic to a marketer’s website, display ads, email marketing, organic search engine results, paid search engine results, and referrals from other sites. Our preliminary findings indicate that each of these traffic channels is in fact significantly correlated with both monthly website visits and Web sales. However, the traffic channels with the strongest correlations with Web sales were shown to …

Spatial Expressions And Consumer Perceptions Of Quantity, Scott D. Swain, Danny Weathers

AMTP Proceedings 2021

Marketplaces and media sources frequently present consumers with information or measurements that involve “extreme” quantities (e.g., the size of the national debt or the number of pounds of plastic in the Earth’s oceans). Often, communicators express these quantities in spatial terms in an effort to influence the perceptual impact of the information (e.g., expressing the national debt in terms of the number of miles it would extend if laid out in paper currency form). Across three experiments, we find evidence that perceptual impact diminishes with spatial dimensionality (e.g., expressing a quantity as a length makes it seem larger than expressing …