Marketing Commons^™

2022-February-01-Etsu Innovation Lab Member Purchases Cove Ridge Marina And Campground, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Feb. 16, 2022) – Ben Arnold, an East Tennessee State University Innovation Lab member, recently finalized the purchase of Cove Ridge Marina and Campground in Butler, Tennessee.

In August of 2021 his group, Cove Ridge Holdings, LLC, finalized the purchase of Cove Ridge Marina and Campground located on Watauga Lake. Arnold said their plans for 2022 include adding pontoon and kayak rentals, adding additional covered slips, hosting a variety of events including live music, food trucks, wine and beer tastings, and much more.

Photo by MK Photography

“The ETSU Innovation Lab has been a critical piece of …

2022-February-01-Slide Into Summer: Etsu Summer Session Allows Students To Break Ahead To Graduation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Registration for Summer Session classes will soon begin at East Tennessee State University, allowing students to stay on track or complete goals ahead of schedule during their academic journey to graduation.

Current ETSU students can register through Goldlink for the courses they want to take. Registration begins April 4, 2022. Summer Session has six sessions from which to choose from, allowing students to take advantage of convenient options to complete up to 18 credits. Additionally, registration for classes continues up until the day before the course is scheduled to begin.

Students will have access to more …

2022-February-01-University School Applications 2022-2023, University Marketing And Communication, East Tennessee State University

ETSU News

(Feb. 1, 2022) JOHNSON CITY, Tenn. – Admissions for the 2022-2023 academic school year at University School have opened up, and applications will be accepted through Feb. 28, 2022.

 As a public K-12 school, there are no tuition fees associated with enrollment. However, there may be some academic fees where applicable. A list of fees can be found on the “Academic Fees” section of the University School web page. 

For your child to be eligible for kindergarten, they must turn 5 years old by Aug. 15, 2022. The kindergarten and grades 1, 2, and 3 enrolls 20 students, …

Short-Term Rental Versus Small Hotel Industry Amid Covid-19 Pandemic: What Drives Millennials’ Accommodation Choices?, Tammy Wee, Melissa L. S. Liow

Journal of Global Hospitality and Tourism

This paper aims to establish the motivation factors behind the accommodation choices made by millennials for stays at short-term rental properties and small hotels amidst the COVID-19 pandemic, a topic that remains under-represented in the hospitality and tourism literature. Using data from a survey of 145 millennials who stayed at an Airbnb property and a small hotel in the past year, a non-parametric test was utilized to compare six motivation factors that affect millennials’ accommodation choices, guided by the push-pull motivational framework. The Wilcoxon signed-rank test results showed that the millennials significantly considered price and reviews as their common pull …

Reconsidering Services Marketing As A Discipline, Mark S. Rosenbaum, German C. Ramirez

Journal of Global Hospitality and Tourism

This viewpoint suggests that foundational theories and concepts which characterize the services marketing discipline may no longer be valid due to the global pandemic. The authors discuss the impact of the Great Resignation on both consumers and organizations and posit that many consumers now accept lower levels of service offerings and performance. They further question whether organizations will ever return to pre-pandemic service levels. Further, the authors contend that the discipline’s focus on employee-customer relationships has now shifted to customer-technology exchanges and that human interactions, in many service exchanges, are diminishing in importance. The authors put forward future research questions.

Direct-To-Consumer Genetic Testing And Its Marketing: Emergent Ethical And Public Policy Implications, Alexander Nill, Gene R. Laczniak

Marketing Faculty Research and Publications

This paper provides a marketing ethics analysis that addresses the practice of selling genetic tests (GT) directly to the consumer (DTC). It details the complexity of this emergent sector by articulating the panoply of evolving ethical/social questions raised by this development. It advances the conversation about DTC genetic testing by reviewing the business and healthcare literature concerning this topic and by laying out the inherent ethical complications for consumers, marketers, and regulators. It also points to several possible public and company policy adjustments. Because this area is relatively new and incredibly dynamic, its current discussion is necessarily an exercise in …

Still Doing What “Nintendon’T”: The Saga Of The Sega Master System In Brazil, Philippe Chauveau

Publications

Brazil is a large and established video game market. In 2015, it was the 5th largest gaming population globally (DiChristopher, 2014), and Brazilians game an average of 1:17 per day (on par with the United States; Clement, 2021). These numbers are encouraging for game developers, who see Brazil as a lucrative gaming market (“The Brazilian Gamer,” 2017). Home console sales in the country have been rising since 2015 (Nogueira, 2020), mostly dominated by Nintendo, Sony, and Microsoft (Vailshery, 2021). However, unique to Brazil is the lasting success of SEGA, a company that despite not producing a new model console since …

A Dynamic System Of Job Performance With Goals And Leadership Changes As Shocks, Christopher R. Dishop, Valerie Good

Peer Reviewed Articles

Two consistent predictors of salesperson job performance include goals and leadership. Much of the research related to these domains, however, has two limitations. First, it is removed from an understanding of how effects operate when performance is viewed as a dynamic system, or a construct with inherent feedback loops and a tendency to ebb and flow over time. Second, it focuses on leadership behaviors rather than leadership changes (i.e., experiencing a change in one’s supervisor), even though employees in today’s workforce often experience the event of having a leader replaced. We extend this literature by establishing and testing a theory …

2022-February-01-'Learn, Grow, Eat, And Go', University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Feb. 2022) – Fourth- and fifth-grade students at Washington County’s Sulphur Springs Elementary School have learned about both gardening and nutrition in the fall of 2021 through a joint effort of East Tennessee State University’s College of Public Health and UT Extension Washington County.

'Garden in a Box'

This raised garden bed with mature greens at Sulphur Springs School is part of the "Learn, Grow, Eat and Go" program that not only teaches young students about planting, tending and harvesting plants, but also about food preparation and eating a balanced diet.

Pictured at top: ETSU public health …

2022-February-01-Meet Caleb Vaughn, University Marketing And Communication, East Tennessee State University

ETSU News

Caleb Vaughn, one of the stars of the upcoming production “Straight White Men” and an aspiring lawyer, has found many parallels between performing on stage and delivering an argument in court. The topic interests him enough that he’s considering it for his honors thesis.                                                 

“The crossover between the courtroom and performing is actually one I’ve given a lot of thought to,” says Vaughn. “How is performing on a stage similar to standing up in front of people in a courtroom presenting cases? The ability to speak to people, persuade people, be comfortable in that setting around people is …

2022-February-01-Fall 2021 Deans List, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University has announced the names of students who attained a grade point average qualifying them for inclusion in the dean’s list for fall 2021.

To receive this honor, undergraduate students must successfully complete a minimum of 12 hours of undergraduate coursework with no grade below ‘B-’ in any course taken, and a grade point average of at least 3.5 on a 4.0 scale. Students from the Bill Gatton College of Pharmacy must successfully complete a minimum of 12 hours and earn a grade point average of at least 3.5 or above with no grade …

Designing Persuasive Voiceover Narration In Crowdfunding Videos, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

Across four studies (real-world datasets and controlled experiments), we find that consumers who heard a persuasive message voiced by multiple narrators (vs. one narrator) would be more receptive to the new product in crowdfunding videos and video ads.

Describing Rosé: An Embedding-Based Method For Measuring Preferences, Anirban Mukherjee, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

In this paper, we present a novel preference-measurement method for experiential products and develop a novel embedding-based utility model to value product attributes and attribute-levels from participant choices between products described in (unstructured) prose.

2022 February, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2022.

The Impact Of Single Versus Multiple Narrating Voices In Persuasive Videos, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

Broadcast videos often visually depict a product with one or more narrators providing the voice-over to discuss its features and benefits. Examples of broadcast videos include product videos and video advertising, which have become increasingly prevalent and important in consumer decision making in today’s marketplace (Think with Google 2019). Despite the importance of sound and voice on people’s behavior, existing research has placed relatively little emphasis on understanding the influence of narrator’s voice in effective communications (cf. Dahl 2010).

How You Look Is Who You Are: The Appearance Reveals Character Lay Theory Increases Support For Facial Profiling, Shilpa Madan, Krishna Savani, Gita Venkataramani Johar

Research Collection Lee Kong Chian School Of Business

People are excessively confident that they can judge others’ characteristics from their appearance. This research identifies a novel antecedent of this phenomenon. Ten studies (N = 2,967, 4 preregistered) find that the more people believe that appearance reveals character, the more confident they are in their appearance-based judgments, and therefore, the more they support the use of facial profiling technologies in law enforcement, education, and business. Specifically, people who believe that appearance reveals character support the use of facial profiling in general (Studies 1a and 1b), and even when they themselves are the target of profiling (Studies 1c and 1d). …

2022-January-31-Acclaimed Storyteller Will Present At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Jan. 31, 2022) – The East Tennessee State University Storytelling Program is proud to present internationally-acclaimed storyteller Charlotte Blake Alston for two evenings of solo performance on Feb. 8 and 10 at 8 p.m. in the Mathes Recital Hall in Mathes Hall on the ETSU main campus. Each evening will feature a talkback – a time for the audience to engage with Alston. Both events are free and open to the public.

 “Six-Triple-Eight” is the story of the African American 6888th Battalion of the Women’s Army Auxiliary Corps in World War II – the first female battalion …

2022-January-31-Etsu Offers Free Services To Help With Financial Aid, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Jan. 31, 2022) – February is Financial Aid Awareness Month, and the East Tennessee State University community wants current and potential students to know about the resources available to them.

“The financial aid process may seem intimidating,” said Catherine Morgan, director of the Office of Financial Aid and Scholarships at ETSU. “Here at ETSU, we have dedicated experts, as well as online tools, to help you succeed.” 

Filing the 2022-2023 Free Application for Federal Student Aid, also known as the FAFSA, is the critical first step, officials said. The FAFSA is a student’s gateway to all …

2022-January-31-Nursing Receives Grant For Etsu Health Community Health Centers, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Jan. 31, 2022) – East Tennessee State University’s College of Nursing recently received a $569,025 grant that will allow the ETSU Health Community Health Centers to increase and improve services at clinics in Hancock County and Johnson City.

The Health Resources & Services Administration grant is part of the American Rescue Plan funding.  

“These funds will help our health centers accomplish our mission by providing much-needed upgrades and repairs to some of our facilities,” said Silas Tolan, executive director, Office of Practice. “In particular, these funds will allow us to expand our reach to the community in Hancock …

2022-January-28-Social Justice Concepts Focus Of Etsu Scholars Talk, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Jan. 28, 2022) – Dr. Brittany Wilkins of the Social Work Department at East Tennessee State University will open a discussion about using popular culture to encourage student participation in the classroom in “Teaching Social Justice Concepts Using Popular Culture as a Metaphor: Harry Potter” at noon on Wednesday, Feb. 2, via Zoom. The live stream can be viewed here: etsu.zoom.us/j/93629427984.

This free virtual talk is part of the “WGS on Wednesdays” series sponsored by the ETSU Women’s, Gender, and Sexuality Studies Program.  

Drawing from Dr. Brent Satterly’s work on “the pedagogy of fandom,” Wilkins …

An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis) - Edi Research And Practice Showcase 2022 Presentation, Charles Alves De Castro, Isobel O'Reilly, Aiden Carthy

Other Resources

The annual EDI (Equality, Diversity and Inclusion) Research & Practice showcase is a platform for researchers and practitioners at TU Dublin to present and discuss their work on EDI related issues. Supported by the AIB Research Centre on Inclusive and Equitable Cultures (RINCE), this event aims to provide a forum for exchanging knowledge and experiences of EDI in research and in higher education institutions, to promote interdisciplinarity and to encourage future collaborations.

2022-January-27-Etsu Music's 'Reed Day' Is Feb 19, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Jan. 27, 2022) – One of the Mid-Atlantic’s most celebrated chamber music groups is coming to East Tennessee State University. 

The Atlantic Reed Consort will be featured during the ETSU Department of Music’s Reed Day, an event that goes from 9 a.m. – 4 p.m. on Saturday, Feb. 19, at the D.P. Culp Student Center. 

“We are proud to welcome students, amateurs of all levels, parents and band directors,” said Dr. Lisa Perry, an assistant professor in the department. “This will be a fun and instructive day of master classes, clinics and more.” 

The Atlantic …

2022-January-27-Welcome To Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University welcomes the following faculty and staff members who recently joined the university:

Granger H. Butler is a library assistant in the Medical Library at the Quillen College of Medicine. Before coming to ETSU, he was a finance manager in the Ohio State University Department of Pathology. He holds an MBA degree from the University of Tennessee.

Dr. Richard M. Hough Sr. is a professor of practice in the Department of Criminal Justice and Criminology. He comes to ETSU from the University of West Florida, where he was a faculty member and earned his Ed.D. degree in …

2022-January-27-Enjoy Retirement, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to the following members of the East Tennessee State University family who retired in December and January.  Thank you for your service!

Gordon Bailes – Professor, Department of Computing, 49 years of service

Mary Dave Blackman – Professor, Department of Music, 24 years of service

Jerrilyn S. Brehm – Instructor, College of Nursing Undergraduate Programs, 25 years of service

Polly Crowder – Advisor, University Advisement Center, 12 years of service

Angela J. Dixon – Information Research Technician, Department of Psychiatry and Behavioral Sciences, 5 years of service

Gloria K. Hurt – Custodian, Facilities Management, 15 years of service

James …

Privacy Considerations For Online Advertising: A Stakeholder’S Perspective To Programmatic Advertising, Dylan A. Cooper, Taylan Yalcin, Cristina Nistor, Matthew Macrini, Ekin Pehlivan

Business Faculty Articles and Research

Purpose

Privacy considerations have become a topic with increasing interest from academics, industry leaders and regulators. In response to consumers’ privacy concerns, Google announced in 2020 that Chrome would stop supporting third-party cookies in the near future. At the same time, advertising technology companies are developing alternative solutions for online targeting and consumer privacy controls. This paper aims to explore privacy considerations related to online tracking and targeting methods used for programmatic advertising (i.e. third-party cookies, Privacy Sandbox, Unified ID 2.0) for a variety of stakeholders: consumers, AdTech platforms, advertisers and publishers.

Design/methodology/approach

This study analyzes the topic of internet …

2022-January-26-Alumna Named Tn Board Of Pharmacy Executive Director, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University Bill Gatton College of Pharmacy alumna Lucy A. Shell ('14), PharmD, has been named the next Tennessee Board of Pharmacy Executive Director. Dr. Shell has served at the Tennessee Pharmacists Association (TPA) for the past seven years. Her husband, Eric, is a 2013 Gatton College of Pharmacy alum.

TPA Executive Director Dr. Anthony Pudlo states, “I could not be more excited to work alongside Lucy in her new leadership role for the profession. The wealth of experience and expertise she has gained while working for the members of TPA will benefit the Board of Pharmacy and …

A Closer Look At Csr Practices In Sustainable Fashion: A Guideline For Apparel Brands, Elline Deogracias, Tracie Tung, Natale Zappia

CSU Journal of Sustainability and Climate Change

While it might be greenwashing that impedes consumers' eco-consumption, the researchers posit that this gap is also due to fashion brands’ weak CSR communication and inconsistent understanding of CSR activities. This study aims to 1) determine the ease with which consumers can navigate sustainable fashion brand websites to find corporate social responsibility (CSR) activities, and 2) construct a framework that clearly identifies CSR activities, CSR dimensions, and the business operation stages at which they occur. Website content analyses were conducted on 27 sustainable fashion brands in the United States to investigate their CSR activities. A framework was proposed to better …

2022-January-24-Miranda Lambert, University Marketing And Communication, East Tennessee State University

ETSU News

Click here for "Know Before You Go" information!

JOHNSON CITY, Tenn. (April 24, 2022) – East Tennessee State University will host Miranda Lambert during the Student Government Association’s (SGA) Spring 2022 Concert on Friday, April 29, at the William B. Greene Jr. Stadium.

 The award-winning performer is one of the most well-known country music artists of the 21st century. She received the Grammy Award for Best Female Country Vocal Performance for her 2010 song titled, “The House That Built Me.” Lambert received a second Grammy Award for Best Country Album thanks to her 2014 album titled “Platinum,” and a third …

2022-January-21-Pepper And Pullon, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – (Jan. 21, 2022) Sgt. Dreama Pullon from East Tennessee State University Public Safety has a new partner. You will see her riding around campus in Sgt. Pullon’s patrol car and also assisting at major events.

And she needs no introduction.

Pepper joined the ETSU Public Safety team in February 2020 as the department’s first therapy dog. She journeyed to ETSU from Florida via the Paws & Stripes Comfort Dog Program. 

Overnight, she became a rock star.

“The students love her, and she loves them,” said Sgt. Pullon, who earlier this week took Pepper to the Dining …

2022-January-20-The Games Begin, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Jan. 20, 2022) East Tennessee State University’s League of Legends team will begin its second season this Saturday, January 22 against Florida Polytechnic University.

The game begins at 4 p.m. and can be viewed at twitch.tv/etsuesports or on the 32-foot video wall in the esports arena inside the D.P. Culp Student Center. Livestreaming will start at 3:45 p.m.

ETSU announced the formation of its League of Legends varsity team in December 2019 which competed in its first season last winter. The team finished the Collegiate League of Legends with a 4-2 season record. They also placed second …