Marketing Commons^™

2022-Faculty Receive Grants To Support Research, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Recently, several faculty have received grants to fund their innovative research. We're excited to see the impact this makes for patients and the education of student pharmacists. 

Dr. John Bossaer, Professor, Dept. of Pharmacy Practice:

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  Instructional Development: $3,000 to fund the rising P3 class' access to a simulated Electronic Health Record (EHR) for the next academic year.

Dr. David Hurley, Professor, Dept. of Pharmaceutical Sciences:

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  Major RDC grant: Expanding Individualized Pharmacogenomics Training to Clinical Applications: Creating Problem-Solving Exercises Using PharmD Student Data.

Dr. Ashana Puri, Assistant Professor, Dept. of Pharmaceutical Sciences:

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  Interdisciplinary RDC grant: $50,000 for the development of a …

2022-January-01-Cbat Student Ryan Oconnor, University Marketing And Communication, East Tennessee State University

ETSU News

Long before he became a Buccaneer, Ryan O’Connor said ETSU always felt like home. As he grew up in Johnson City, where he graduated from Science Hill High School, the campus was just a few minutes away.

But it was the presence of ETSU’s highly respected computing program that inspired Ryan to make the university his own campus home.

“In computing, there are so many languages and processes and operations – it’s impossible to learn everything, and what I really love about ETSU’s program is that the faculty teach you how to find the information you need to solve the …

2022-January-01-Etsu Business Students Offering Free Tax Preparation Assistance, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – A group of East Tennessee State University business student volunteers, under the guidance of accountancy faculty member Dr. Michelle Freeman, will offer free tax preparation assistance again this year through the Internal Revenue Service Volunteer Income Tax Assistance (VITA) Program.  

 ETSU is an approved VITA location, and with financial support from Eastman Credit Union (ECU), student volunteers will assist taxpayers whose total household income was $57,000 or less during tax year 2021. Tax preparation services will be offered on the following Saturdays – Feb. 19, Feb. 26 and March 5 – from 8:15 a.m. to 5 …

2022-January-01-Etsu College Of Business And Technology Students Provide Marketing Support For Medical, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Continuing to engage with community startups and businesses, the East Tennessee State University College of Business and Technology announced the completion of several marketing projects with Winter Innovations, an East Tennessee-based medical device startup company.

Winter Innovations developed an industry-first surgical suture with a specialized patent-protected needle design that dramatically simplifies and standardizes suturing and enables techniques not possible with conventional surgical needles. Its primary application is for orthopedic procedures to repair torn ligaments and tendons, like the anterior cruciate ligament (ACL), Achilles tendon and biceps tendon.

The ETSU College of Business and Technology continues …

2022-January-01-Etsu Presenting 'The Yellow Book' By Johanna Warwick, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – The East Tennessee State University Department of Art & Design and Slocumb Galleries in partnership with ETSU Student Activities Allocation Committee, Women’s, Gender & Sexuality Studies and Black American Studies Program, present “The Yellow Book” by Johanna Warwick, a collection of photographic works available at Slocumb Galleries through Feb. 18. Warwick will give a talk at 10 a.m. on Monday, January 24, on Zoom. 

“The Yellow Book” presents two series of photographic works, “Interstate Legacy” and the “Old South Baton Rouge.” Warwick used this book, a yellow-covered publication that lists the locations of interstate …

2022-January-01-Etsu Health Continues Covid-19 Vaccine Clinics In New Year, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – ETSU Health will host several COVID-19 vaccine clinics offering primary doses and boosters throughout January.

All of the weekday clinics will be held on the second floor of East Tennessee State University’s D.P. Culp Student Center. Parking spaces in the metered lot behind the Culp Center on J. L. Seehorn Jr. Rd. have been reserved for vaccine patients. 

The Saturday clinics will be held in the ballroom at the ETSU Millennium Center, located at 2001 Millennium Place. Patients may park on the third level or above in the parking garage adjacent to the Millennium Center and …

2022-January-01-Etsu Health Extends Covid- Testing Site Hours, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – ETSU Health has extended service hours at its COVID-19 testing site in response to limited at-home test supply availability and the anticipated rise in cases due to the Omicron variant.

Hours of operation will now extend from 8:15 a.m.-noon and 1-4 p.m., Monday through Thursday, and 8:15 a.m.-noon, Friday. Preregistration is required. Schedule an appointment online at ETSUHealth.org.

The convenient drive-thru testing site, located behind ETSU Health’s clinic at 325 North State of Franklin Road, allows patients to receive a reliable molecular PCR test without leaving their vehicle. 

Results are provided within 24 hours, a benefit …

2022-January-01-Etsu Professional Development To Host Renaissance Child Spring Enrichment, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Children in grades K-6 are invited to attend the Renaissance Child Spring Enrichment program at East Tennessee State University from March 14-18.

This five-day experience, hosted by the ETSU Office of Professional Development, includes an exciting field trip, STEM activities and arts and crafts.

Participants may be dropped off on the ETSU campus at Warf-Pickel Hall at 8 a.m. and picked up at 4:45 p.m. each day. They should bring a bag lunch, snack and drink each day, and wear “mess-friendly” clothes. 

Registration is required. The cost is $175 for the week. 

To register, visit https://bit.ly/3Cq0beo …

2022-January-01-Leading Voices In Public Health Lecture To Feature Sam Quinones, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Sam Quinones, bestselling author and winner of the National Book Critics Circle award, will present a lecture titled “America and Hope in the Time of Fentanyl and Meth: One Reporter’s Stories” on Tuesday, Feb. 22, at the Carnegie Hotel.

The event is part of the East Tennessee State University College of Public Health’s Leading Voices in Public Health lecture series. 

A book signing will be held from 5:30-6 p.m. in the Roosevelt Library (Carnegie), where his books will be available for purchase. The lecture will begin at 6 p.m. in the Grand Soldiers Ballroom and will …

2022-January-01-Meet Amyre Cain, University Marketing And Communication, East Tennessee State University

ETSU News

The decision to pursue a college degree is often a personal one, especially for first-generation students. It begins as a journey of courage and hope. It then transforms into a new world filled with opportunities that open doors to personal, academic and career development. A constant source of encouragement for Amyre Cain’s college journey is her grandmother, who passed away in 2019 following a stage four breast cancer diagnosis. 

In 2018, Amyre decided to become the first person in her father’s family to attend college. She is now a senior at East Tennessee State University. 

Amyre is from Detroit, Michigan, …

2022-January-01-Poet, Editor New Basler Chair At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Poet, editor and award-winning essayist Dr. Amy Wright is the Spring 2022 Wayne G. Basler Chair of Excellence for the Integration of the Arts, Rhetoric and Science, a prestigious honor given by East Tennessee State University for nearly 30 years.  

Wright coordinates the Creative Writing Program at Austin Peay State University, where she also teaches writing, and serves as the senior editor for the Zone 3 journal and the nonfiction editor for Zone 3 Press. Her accolades are long: two Peter Taylor Fellowships to the Kenyon Review Writers’ Workshop, an Individual Artist Fellowship through Humanities Tennessee …

Digital Entrepreneurship: Context And Conceptualization, Kisito Futonge Nzembayie, Anthony Paul Buckley

Books/Book Chapters

Recognizing how the lines between digital and traditional forms of entrepreneurship are blurring, this forward-thinking book combines digital technology and entrepreneurship perspectives to advance knowledge on this paradigm-shifting typology of entrepreneurship.

Marketing Approaches Between Millennials And Gen-Zs In The Fashion And Beauty Industries, Mariana Gutierrez Chora

Senior Honors Theses and Projects

This Honors College Undergraduate Senior Thesis analyzes the marketing practices with respect to Gen-Zs and Millennials’ behavior in regard to the beauty and fashion industries. In order to do so, a survey among Gen-Z and Millennial adults from diverse backgrounds was conducted to gather important data. The survey consists of twenty-three questions, some focusing on the participant demographics and cultural backgrounds and the rest focusing on behaviors they have had with various forms of paid advertising through social- media practices. Additionally, this thesis includes insights regarding some of the literature review topics and includes results that enforce some of the …

Source Credibility And Persuasive Communication: Effects On Social Media Influencers, Influencer Marketing, And Consumer Attitude Change, Isabelle Jia

CMC Senior Theses

Social psychology has long been researching how source credibility influences persuasive communication. With the world transitioning into a society interested in digital consumption, communication, and connection, this paper serves as a literature review of how different characteristics of source credibility can aid influencer credibility through various modes of social media messaging. The examination of three source credibility characteristics: 1) expertise, 2) trustworthiness, and 3) likability showcase how social media influencers can establish credibility with their consumers and build further connections with them. The results underline the importance of source credibility in influencing consumer attitude change and behavior over continued exposure …

Is Sales Competition A Good Motivator Or A Bad Idea? The Underlying Mechanism Of Threat Appraisals, William J. Zahn Ph.D., Yi Peng, Willy Bolander, Bryan Hochstein, David Mathis

AMTP Proceedings 2022

The common logic for competition in sales organizations is simple: as salespeople compete with one another, the sales performance of the entire group should increase. Some prior research has supported this notion, while other studies suggested that competition may adversely affect employees. Our research finds both positions have merit, as a salesperson's perceptions of a competitive psychological climate (CPC) increase sales performance and turnover intentions. To explain this countervailing effect, we turn to cognitive appraisal theory to demonstrate that salesperson appraisal of the environment motivates their behavior. Specifically, salesperson threat appraisals act as a mediator between CPC to performance and …

Social Media Influencers: Talk Is Not Cheap!, Antoinette Okono

AMTP Proceedings 2022

Social media influencers are digital opinion leaders who have amassed large followings on social media. Through their content and communication on social commerce platforms, and social networking sites, social media influencers can influence their audience's attitude towards brands and encourage purchase decisions. This paper explores the impact of social media influencers on the relationship between social commerce and purchase intention. Since the relationship between social commerce and purchase intention has been thoroughly examined by researchers, I discover through reviewing the literature how an independent entity can impact social media consumers' attitudes and purchase decisions. Specifically, I analyze the social commerce …

The Unintended Effects Of Tamper-Evident Packaging, Marissa Orlowski, Sarah Lefebvre, Laura Boman

AMTP Proceedings 2022

Third-party food delivery (TPFD) services such as DoorDash, Uber Eats, and Grubhub introduces increased opportunities for contamination through the introduction of unknown variables between the restaurant and consumer. Across two studies, we examine the effect of tamper-evident food packaging closures in a TPFD context, revealing a negative effect of a tamper-evident seal on willingness to pay through decreased satisfaction. This negative effect is robust across both food and beverages. Finally, consumers’ perception of risk of illness (PRI) from TPFD moderates this effect.

Facilitating The Choice Of College Major Using The Consumer Decision Process, Content Marketing, And Social Media, Julie M. Pharr

AMTP Proceedings 2022

This paper demonstrates how digital content and patterns of online engagement may be used at every stage of the consumer decision process to influence and inform the choice of college major. Implications and recommendations for college and departmental websites concerning how they can best assist prospective students in choosing a college major are highlighted throughout the paper. With its focus on process, this paper concretely shows how colleges and their academic departments can effectively leverage digital marketing and the consumer decision process to facilitate the college major choice process.

Examining The Relationships Between Branding Factors And Likelihood Of Recommending: Determinants Of Net Promoter Score, Musa Pinar, Tulay Girard

AMTP Proceedings 2022

The study identifies the branding factors related to Net Promoter Score (NPS) that would predict the likelihood of recommending the two strategic business units of the company--convenience store and fuel. It investigates customer perceptions of branding factors of a convenience store/fuel station corporate chain and the relationships among them. The data were collected from the members of the company’s loyalty program. The results reveal that the company has been performing well in branding factors, where the loyalty program is perceived the highest, followed by friendly employees, likelihood to recommend fuel, satisfaction with fuel, and helpful employees. The correlation and regression …

The Perils Of Using Self-Deprecating Humor: Customer Evaluations Of The Firm After A Service Failure, Hyunju Shin, Lindsay R. Levine

AMTP Proceedings 2022

The current study investigates the firm’s potential use of self-deprecating humor in response to a service failure and examines resulting consumer evaluations. This study utilizes two scenario-based experiments conducted in the contexts of online retailing and restaurant service. The findings indicate that self-deprecating humor leads to customers’ negative evaluations of the company by decreasing forgiveness intentions toward the company. The mechanism which explains low forgiveness intentions is found to involve heightened perception of dishonesty. Moreover, when perceived benignness of the failure is low (vs. high), self-deprecating humor has a stronger adverse effect on perceived dishonesty. This study suggests that firms …

Business Faculty’S Communication Strategies For Students During The Covid-19 Pandemic, Sohyoun Shin

AMTP Proceedings 2022

The crisis caused by the COVID-19 virus has far-reaching effects in the field of higher education. College faculty have been challenged by the abrupt changes, but still have to deliver the lessons and help students achieve the learning goals as well as pay attention to the impact of the pandemic on students’ wellbeing and socio-emotional development. It is essential to conduct a qualitative research to understand experienced business faculty’s communication strategies and suggest instantly applicable advices for other business instructors from a crisis communication perspective as well as through an instructional strategy lens. This extended abstract includes the results of …

Attendance Of International Students At U.S. Colleges And Universities, Nader H. Shooshtari

AMTP Proceedings 2022

U.S. colleges and universities have traditionally been lauded as a Mecca for attracting international students. Touted as offering the best higher education in the world, international students from around the world have traditionally flocked to U.S. educational institutions. This influx brought opportunities for international students while providing U.S. higher education institution additional revenue and a diverse student body. Beginning with the Trump Administration’s inward tilt, the welcome mat for international students was removed and the COVID pandemic added to the uncertainty and difficulty of accepting international students to U.S. and indeed much of the western countries that traditionally served as …

“Just Hanging With My Friends”: U.S. Latina/O/X’S Perspectives On Parasocial Relationships In Podcast Listening During Covid-19, Arthur D. Soto-Vasquez, Olga Vilceanu, Kristine Johnson

AMTP Proceedings 2022

There is a need to delve into major subgroups among Latina/o/xs and identify emerging patterns in their understanding and consumption of new media. This study used six small-group interviews to explore the fluidity of parasocial dynamics with podcasts in the context of young Latina/o/x podcast listeners experiencing the COVID-19 lockdown. The conceptual acronym EASY (Engaged Experience, Accessible Authenticity, Socialization in Solitude, and Youth and YouTube) was developed to interpret pandemic listening amount Latina/o/x podcast users.

The Application Of Kahneman’S Concepts To Marketing Police In Ontario, Canada, Pritpal Thind, Steve Lemay, Dave Mcmahon

AMTP Proceedings 2022

Marketing concepts are rarely applied to policing, although for most modern societies it is an essential function and part of the social contract between governments at all levels and the publics they serve. In this paper, we look specifically at how marketing concepts apply to policing in Ontario, Canada. We frame our examination with concepts like the halo effect, the availability effect, and other ideas outlined by Kahneman (2013).

Communicating Temporary Brick-And-Mortar Store Closures During Covid-19 Lockdowns In The Uk, Zsofia Toth, Tristan Emerson, Nikolina Koporcic, Sally Mckechnie, Muzna Shehzad

AMTP Proceedings 2022

This research examines how retail businesses from central England’s Midlands region communicated temporary closure of their brick-and-mortar stores via shop window messages during the first two Covid-19 lockdowns in 2020. These closure notices represent important forms of crisis communication for businesses, which display various levels of information, emotional language, or functional intent, and offer signposts for business continuity. 417 shop window closure notices were photographed - 167 and 250 from the first and second periods of lockdown respectively. In order to analyse the data, a multimodal social semiotic framework was employed, allowing the study to examine the language, design and …

Exploring Stakeholders’ Perceptions Toward Event Innovations, Sophie Unson, Wei Wang Dr.

AMTP Proceedings 2022

Although the impacts of COVID-19 have been negative and long-lasting, the hospitality and tourism industry has seen the creation of new processes and ideas as a result. The events industry in particular, has a lack of research on innovative practices; therefore, this study will examine new innovations that emerged from the global pandemic. This study utilizes a multi-method research style, in which it qualitatively examines industry professional’s strategies to combat the pandemic and quantitatively measures consumers responses. The current results of the study show six major qualitative themes that will used to measure the consumer’s perceptions of events during the …

Anti-Consumption: A Preliminary Examination Of A Set Of Social Considerations That Impact A Consumer’S Decision To ‘Punish’ Marketers Deemed To Be Engaging In Irresponsible Behavior, Tammy Mccullough, Ania Izabela Rynarzewska, Sam Fullerton

AMTP Proceedings 2022

A sample of 175 students from two universities provided insight regarding the rationale for engaging in anti-consumption behavior. A review of the literature identified myriad reasons why consumers engage in personal boycotts. This study examines 12 of these reasons: environmental concerns, political stance, religious orientation/affiliation, country-of-origin (COO), attitudes towards the LGBTQ community, the size of the marketer, the use of disliked celebrity endorsers, the use of offensive marketing tactics (e.g. advertising), animal cruelty including the use of live animal testing, perceived violations of basic human rights, employing a nonunionized workforce, and employment-related discrimination based on the gender, age, race, religion, …

Monetizing Student Projects: Advice For Marketing Educators, Zach Moore

AMTP Proceedings 2022

As resources become more scarce in colleges of business, it is increasingly important for faculty members to be creative to generate revenue for their programs. This paper provides several tips for using student projects to raise funds for student development.

The Need For Non-Market Strategy: Epistemic Communities, Globesity And The Marketing Of Fast Food, Amit Mukherjee, Naz Onel

AMTP Proceedings 2022

Our preliminary research indicates the gradual coalescence of several disparate pressure groups into an epistemic community on the issue of curbing marketing practices in the quest for global obesity control. The epistemic community has converged on the WHO as the most receptive political venue and is engaged in information politics, symbolic politics, leverage politics, and accountability politics in its attempt to guide the WHO toward the path of a global regulatory regime on the marketing of fast food.

The Effect Of Diversity Initiatives By Brands On Consumer Perceptions, Dolph F. Nelson Iv, Laura Boman

AMTP Proceedings 2022

Over the course of the last few years, there has been an increase in the number of brands that are using their platforms to raise awareness for and support social justice causes/initiatives, such as gender equality in sports, Black Lives Matter, and #MeToo. Cause-related marketing (CRM), the broader terminology under which this practice falls under, has been the primary subject of prior research projects. Westberg (2004) suggests that consumers respond more favorably to CRM initiatives compared to sponsorship and sales promotion, and that there is some support that CRM initiatives help in increasing consumer attitudes of a brand. Other prior …