Using Machine Learning To Extract Insights From Consumer Data, Hannah H. Chang, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

Advances in digital technology have led to the digitization of everyday activities of billions of people around the world, generating vast amounts of data on human behavior. From what people buy, to what information they search for, to how they navigate the social, digital, and physical world, human behavior can now be measured at a scale and level of precision that human history has not witnessed before. These developments have created unprecedented opportunities for those interested in understanding observable human behavior–social scientists, businesses, and policymakers—to (re)examine theoretical and substantive questions regarding people’s behavior. Moreover, technology has led to the emergence …

2022-September-30-Meharry Medical College President, Ceo To Speak At Etsu On Oct. 13, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Sept. 30, 2022) – Noted scientist, physician and administrator Dr. James E.K. Hildreth will give a free public lecture at East Tennessee State University on Thursday, Oct. 13.

Hildreth, president and CEO of Meharry Medical College, will speak at 6:30 p.m. in the Grand Soldiers Ballroom of the Carnegie Hotel, following a 5:30 p.m. reception.

His talk, titled “An Immunological Paradox Explained: HIV as Trojan Exosome,” is sponsored by the university’s Black American Studies Program. It is also part of the ETSU College of Public Health’s Leading Voices in Public Health Lecture Series serving as the second …

The Role Of Consumer Resilience On Situated Learning, Active Coping And Well-Being While Dealing With Service Experiences: Psychological Flexibility As A Moderator, Mousumi Bose

Journal of Applied Marketing Theory

Extant research has discussed how consumers cope with numerous stressors and how coping can help with their well-being. Additionally, recent research has highlighted the importance of situated learning or learning that takes place in the same context in which it is applied, in the process of coping with stressful service encounters. This research relates to the effect consumer resilience can have on situated learning, active coping and well-being, especially when faced with stressful service situations. Results from an online survey of consumers demonstrated the positive effect of resilience on situated learning that affects active coping through partial mediation. Both situated …

Defining Health Care Marketing: A Review Of Scholarly And Other Textual Sources, Gary Daniel Futrell

Journal of Applied Marketing Theory

A review of scholarly works and leading textbooks published for health care marketing courses shows that they do not adequately define the disciple. This paper promotes the use of the two-word form of health care and defines health care marketing as the activity, set of institutions, and processes for creating, communicating, delivering, & exchanging any good, service, or idea; performed to restore, maintain, or enhance the well-being of an individual or population. This paper fills a gap in the literature by providing linguistic and practical justification for using the two-word form of health care and connects the modern wellness paradigm …

College Students’ Purchase Behaviors Of Single-Serve Premium Juices, Robin Hardin, Michelle L. Childs, Win G-Y Koo, Kwangho Park

Journal of Applied Marketing Theory

There has been a surge in demand for premium single-serve juices, and college students may be in the forefront of this growing trend because of the perceived social status accompanied by their consumption. External influence (i.e., peer influence and social status) emerged as a component of motivation for the use of premium juices. Findings contribute to Veblen’s theory of conspicuous consumption, demonstrating that consumer motivation for status-laden products occurs even for consumable products that are relatively low cost.

Comparing The Effects Of User Generated Video Reviews And Brand Generated Advertisements On Consumer Decisions On Youtube, Vaibhav Shwetangbhai Diwanji, Jaejin Lee

Journal of Applied Marketing Theory

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, …

Decentralizing Corporate Governance? A Praxeological Inquiry, Scott L. Mitchell, Mark D. Packard, Brent B. Clark

Marketing & Entrepreneurship Faculty Publications

The theory and practice of corporate governance has been in something of an arms race with corporate malefactors—as corporate governance mechanisms have incrementally advance, so too have the strategies of malefactors who skirt those governance practices to engage in costly misconduct. Modern centralized governance approaches appear inapt to filling the gaps caused by agency and knowledge problems. Here, we start afresh using the atypical ‘praxeological’ method to reconstruct governance theory anew from basic foundations. The resultant theory is distinctive from prevailing corporate governance theorizing in several key ways. One of the more important conclusions from our reconstructed theory is that …

Consumers’ Subjective Well-Being In Brazil: Suggested Extensions For Researching A Market With Continental Dimensions, Igor De Jesus Lobato Pompeu Gammarano

Markets, Globalization & Development Review

This commentary starts by recognizing, in the lead article of this issue, the importance of studying empirically the relationships between marketplace activities and consumers' perceived subjective well-being in Brazil. The commentary then presents a number of ways in which future research studies of this type can be strengthened, in terms of geographical coverage, methods employed and analytical-interpretive tools used. The commentary also offers literature links to a variety of consumption modes, from minimalist to hedonic; pointing out that subjective well-being is influenced by these styles/modes of consumption.

Subjective Well-Being, Happiness, And Fairness Of Marketing Systems In Brazil: Some Further Thoughts, Stefânia Ordovás De Almeida, Ely José De Mattos

Markets, Globalization & Development Review

Subjective well-being is often popularly referred to as happiness. In this dialogue commentary, we point to these additional aspects of subjective well-being or happiness: (1) Some findings from another study of this type, in another region of Brazil; (2) Several macro-level observations, drawn from Brazil as well as globally, on the complex relationships between marketing practices, public policies, consumption styles and subjective well-being.

Consumers' Perceptions Of The Role Of The Marketing System In Subjective Well-Being, Valcir Farias, Ramon Silva Leite

Markets, Globalization & Development Review

The term happiness is used colloquially to refer to subjective well-being. In the years when the performance of marketing systems in Brazil was reduced, there was a fall in happiness index, which demonstrates the importance of marketing systems in the subjective well-being of individuals and society. Most studies on the role played by the marketing system in subjective well-being are based on mature markets. Little has been studied on the subject in Latin American markets. This article describes the role of marketing systems in the subjective well-being of Brazilian consumers. In qualitative research through interviews with consumers from cities of …

The Conundrums Of Happiness And Subjective Well-Being: Views From Brazil, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

2022-September-23-Rotation Spotlight- Riana Roberts ('23), Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Riana Roberts ('23) from Saint Louis, Missouri. She had a rotation experience at Adams Pharmacy in Mountain City. Her preceptor was alumna Dr. Holly Adams ('21).   What did your day look like on rotation?   During my time at Adams Pharmacy, the first thing I would do is help the pharmacy team fill prescriptions in the morning. During the afternoon, I was given the opportunity to verify prescriptions along with my preceptor to gain more experience as a future pharmacist. I learned so much from knowing how to handle drug utilization reviews to understanding insurance claim issues. While at my …

2022-September-21-Etsu Establishes Center For Interprofessional Collaboration, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Sept. 21, 2022) – East Tennessee State University’s commitment to interprofessional education is strengthening and expanding with the recent creation of the ETSU Center for Interprofessional Collaboration.

Interprofessional education (IPE) is rooted in students learning and practicing team-based, collaborative care in order to improve health outcomes for patients.

Ten years ago, ETSU began its formal approach to IPE by establishing programming and laying the groundwork for the renovation of a building on ETSU’s VA campus to be dedicated completely to interprofessional education. Bishop Hall (also known as Building 60) opened in 2018 and has served as a …

2022-September-21-Serving Those Who Served, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – For Air Force veteran Sarah Royse, the prospect of going to college after serving her country was exciting – and challenging.  

Royse’s mom knew a veteran who had received assistance from East Tennessee State University’s Veterans Upward Bound. Royse decided to reach out to the program herself.  

“They helped me figure out all these different scholarships and grants that I could qualify for,” said Royse, now employed with the office as an educational advisor. “I didn’t know that there was so much help out there for veterans until this office started helping me.”  

It’s stories like …

2022-September-20-Etsu Among 32 Educator Prep Programs Recognized Nationally, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Sept. 20, 2022) – East Tennessee State University is one of 32 providers of educator preparation from 16 states, Puerto Rico and Jordan to receive recognition for their leadership and commitment to continuous improvement.

The Council for the Accreditation of Educator Preparation (CAEP) recently announced that ETSU is a recipient of the 2022 Frank Murray Leadership Recognition for Continuous Improvement. Recipients of this honor provided evidence and data trends to achieve accreditation with no stipulations or areas for improvement.

The Frank Murray Leadership Recognition for Continuous Improvement is named after the founding president of the Teacher Education Accreditation …

2022-September-20-Gray Fossil Site Makes The New York Times, Department Of Geosciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

When Fossils Are Accidentally Dug Up, the Job Site Becomes a Science Lab by Mitch Smith

Interesting article from the New York Times about what happens when construction crews find fossils, including information about the Gray Fossil Site, where the first fossils were found by TDOT construction crews.

2022-September-19-National Registration Day, University Marketing And Communication, East Tennessee State University

ETSU News

Want a free Sherpa Lounge Chair created by UGG? Show up to any Civic Couch Party location, snap a photo and post to your social with the hastags #ETSUVotes and #GoVoteTN to be entered for a chance to win! Civic Couch Party locations will be set up at various locations on campus, including: University Commons, the Amphitheatre, Carillon and the Quad.

JOHNSON CITY (Sept. 19, 2022) – Sept. 20 is known as National Voter Registration Day in the United States, and East Tennessee State University’s student-led initiative ETSU Votes is encouraging students, faculty, staff and members of the community to …

2022-September-19-Etsu Bringing World-Famous Drone Show To Campus, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Sept. 19, 2022) – East Tennessee State University’s Office of Leadership and Civic Engagement has announced its inaugural event ETSU Together, an interdepartmental program celebrating the International Day of Peace, which will be observed Wednesday, Sept. 21.

As a part of the event, organizers have coordinated an aerial drone show in which over 100 music-synchronized drones will light up ETSU’s campus with a never-before-seen performance curated specifically for ETSU Together.

Festivities for ETSU Together begin at 7 p.m., and will engage students, faculty and staff in interactive activities and the opportunity to have their message of …

Business Education And The Development Of Feedback Skills: The Impact Of Student Peer Review Assignments., Kristy Cunningham, Vikkie Mccarthy, Al Tilooby

International Journal for Business Education

Business education not only strives to bridge the gap between related theories and applications but also seeks to develop student’s employability skills. Employability skills are generic skill sets of employees and potential employees that employers across industries value. Leadership, communications, and relationship building are examples of skills that employers have reported as valuable employability skills. Feedback receiving and giving are communications skills important for employment and professional development. The purpose of this paper is to explore the pedagogical device of peer reviews in business classes to develop students’ feedback receiving and feedback giving skills. Using the theoretical learning theory, connectivisim, …

2022-September-16-Tolley Attends Harvard Leadership Institute, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Sept. 16, 2022) – An East Tennessee State University professor and librarian recently attended the annual Leadership Institute for Academic Librarians hosted by the Harvard Graduate School of Education.

Rebecca Tolley, director of Research and Instruction Services at ETSU’s Charles C. Sherrod Library, attended the institute with partial funding from the library and a university Presidential Grant-in-Aid Award.

The Institute for Academic Librarians is designed to help participants “gain a deeper understanding of the leadership skills and strategies needed to lead and manage the contemporary academic library through challenging contexts.” Its curriculum included small group work, reflection, writing …

2022-September-15-Sherrod - Hispanic Heritage Month, University Marketing And Communication, East Tennessee State University

ETSU News

(Sept. 15, 2022) - In honor of Hispanic Heritage Month, the Sherrod Library at East Tennessee State University has hand-selected a collection of children’s and young adults’ books that celebrate Hispanic and Latinx authors, culture and topics. 

The display is in the juvenile collections section of the library, which is located on the 3rd floor. The section features “easy readers” for children in grades K-2 and includes both fiction and non-fiction books. 

Young-Adult Reads (Fiction)

“Sia Martinez and the Moonlit Beginning of Everything” by Raquel Vasquez Gilliland (2020) 

“Arizona. It's been three years since the ICE raids, since Artemisia (Sia) …

2022-September-14-Substance Use Recovery Tool Launched, University Marketing And Communication, East Tennessee State University

ETSU News

CHICAGO (Sept. 14, 2022) —Today, NORC at the University of Chicago, East Tennessee State University (ETSU), and the Fletcher Group, Inc. released a mapping tool that enables users to measure the strength of substance use recovery ecosystems for every county in the United States and explore associations with overdose deaths and other sociodemographic and economic factors. The term “recovery ecosystem” is used to describe the factors in a community that support individuals in recovery from substance use disorder.  

The Recovery Ecosystem Index Mapping Tool integrates the Recovery Ecosystem Index, overdose mortality rates, and data on poverty, education, and other …

2022-September-14-Women And Gender Resource Center, University Marketing And Communication, East Tennessee State University

ETSU News

The WGRC will be hosting a grand re-opening and open house on Wednesday, Sep. 14, in the 2nd floor lobby of the Culp Center from noon until 3 p.m. There will be refreshments, a program highlighting female performers and a tour of the center.

(Sept. 14, 2022) Last month, National Women’s Equality Day was celebrated in the United States, as it is every year on Aug. 26 in celebration of the adoption of the 19th Amendment to the Constitution in 1920. The amendment granted women the right to participate in elections by prohibiting the federal government from denying citizens …

2022-September-14-Etsu Celebrates Ciidi Ribbon Cutting, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (September 14, 2022) – For the first time in its eight-year history, East Tennessee State University’s Center of Excellence in Inflammation, Infectious Disease and Immunity (CIIDI) has a physical presence to call its own.

Today, university officials celebrated the official ribbon cutting for the new space, located on the second floor of Building 6 on the James H. Quillen VA Medical Center at Mountain Home.

CIIDI officially moved into its new space in late 2020, and they have spent the past year renovating the area, adding state-of-the-art scientific equipment and preparing it to become a hub of research …

2022-September-13-Leading Voices In Public Health, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The “Leading Voices in Public Health” Lecture Series sponsored by the East Tennessee State University College of Public Health will kick off “close to home” this year with the latest update on Appalachian health. “This should be a wonderful opportunity for attendees to update their understanding of our region, its health challenges and potential resources, and the important role that ETSU plays in improving the health and well-being of the region,” said Dr. Randy Wykoff, dean of the College of Public Health.

On Tuesday, Sept. 13, several experts from the ETSU faculty will provide 10-minute …

Examining The Factors Influencing Tourists’ Destination: A Case Of Nanhai Movie Theme Park In China, Liting Zhou, Fei Ouyang, Yang Li, Jieling Zhan, Nadeem Akhtar, Muhammad Ittefaq

School of Communication Studies - Faculty Scholarship

The present study used a stimulus-organism-response (S-O-R) theoretical framework to examine the relationship between theme park tourists’ experience, brand identity, brand satisfaction, and brand loyalty in China. By using the structural equation model (CB-SEM), this paper illustrates the process of forming destination brand loyalty for sustainable tourism on theme parks. The results suggested a second-order structure of tourism experience. The first-order four factors have different impacts on the second-order tourism experience. Activity experience is the most important factor influencing tourism experience, followed by environment experience, then facility experience, and finally interaction experience. In terms of tourism experience, individual brand identity-brand …

2022-September-08-Clemmer College Faculty-Led Team Secures $1.25 Million In Grant Funding, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Sept. 8, 2022) – East Tennessee State University faculty members with Clemmer College were recently awarded $1.25 million  in grant funding to support a project known as the Rural Initiative for Training Administrators with Special Education Expertise (RITASEE), which aims to enhance service for all students in rural school settings by strengthening current leadership practices related to communication and collaboration; developing evidence-based school improvement systems to serve diverse learners; advocating for district and school-wide inclusive practices; and promoting positive school culture for all students.

The initiative is a result of the collaborative work between the Department of Educational …

2022-September-06-Pharmacy Open Houses Announced At Etsu, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, TN (Sept. 6, 2022) – East Tennessee State University Bill Gatton College of Pharmacy is offering free in-person and virtual open house events for prospective students, high school teachers and guidance counselors interested in learning more about the pharmacy profession. The dates are as follows:

• Saturday, Oct. 1, from 9 a.m.-1 p.m., on-site, ETSU Family Weekend—RSVP here
• Saturday, Oct. 22, from 9 a.m.-1 p.m., on-site, ETSU Homecoming—RSVP here
• Tuesday, Nov. 8, from 4-6 p.m., virtual —RSVP here

Open to attendees and their guests, the open house events will include a welcome from Dean Debbie Byrd, …

2022-September-06-Pharmacy Open Houses Announced At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Sept. 6, 2022) – East Tennessee State University Bill Gatton College of Pharmacy is offering free in-person and virtual open house events for prospective students, high school teachers and guidance counselors interested in learning more about the pharmacy profession. The dates are as follows:

• Saturday, Oct. 1, from 9 a.m.-1 p.m., on-site, ETSU Family Weekend
• Saturday, Oct. 22, from 9 a.m.-1 p.m., on-site, ETSU Homecoming
• Tuesday, Nov. 8, from 4-6 p.m., virtual 

Open to attendees and their guests, the open house events will include a welcome from Dean Debbie Byrd, an overview of the college’s nationally recognized program, …

“No More Uncle” And Gender-Neutral Marketing, Singapore Management University

Perspectives@SMU

How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing