Marketing Commons^™

2023-September-01-Etsu Board Of Trustees To Hold Quarterly Meeting September 15, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University’s Board of Trustees will hold its quarterly meeting and several committee meetings on Friday, September 15.

All meetings will be conducted in person at the D.P. Culp Student Center, East Tennessee Room.

Meetings are scheduled as follows:

• Academic, Research, and Student Success Committee – 8 a.m.
• Finance and Administration Committee – 9:45 a.m.
• Audit Committee – 11:30 a.m.
• Board of Trustees Meeting – 1:30 p.m.

Committee meeting times are approximate and will begin following the conclusion of the previous meeting. When they become available, the agenda and accompanying materials for the meeting will be posted at …

2023-September-01-Etsu Launches $3.4 Million Project Through Biomade, University Marketing And Communication, East Tennessee State University

ETSU News

In recent years, government, business and education leaders across the United States have started working collaboratively to make clear to high school students and others that bioindustrial manufacturing is a reliable and growing career path.

East Tennessee State University is playing a leading role.

BioMADE, a national institute with a mission of helping secure America’s future through bioindustrial manufacturing innovation, education and collaboration, has awarded the university $1.3 million in project funding. The grant total exceeds $3.3 million when including costs shared by ETSU and partners.

“East Tennessee State University is proud to take a proactive role in advancing educational …

How Does Advertising Salience Impact Conversion Rates? The Mediating Role Of Consumer Engagement, Yu Cheng

Dissertations and Theses Collection (Open Access)

Previous studies have mainly analyzed the relationship between advertising salience and conversion rates using subjective data from questionnaires or experiments. However, existing researches have not provided a clear explanation of how advertising salience affects conversion rates. In contrast to the existing literature, this study utilizes objective data from advertising agencies and establishes a mediation model to investigate how advertising salience influences conversion rates in news feed advertising. Empirical research shows that consumer engagement serves as a mediating variable between advertising salience and conversion rates, while market share, regional marketization level, and regional income level play moderating roles in the relationship …

Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat

Journal of Global Business Insights

As internet usage grew, social media sites proliferated, and consumers began to use them more frequently. On social media, people share their daily lives, but they also express what they want to symbolize. This sharing includes conspicuous buying or consumption, presenting both opportunities and challenges for organizations. Therefore, the aim of this research was to investigate how the intensity of Instagram’s usage as a social media platform affects conspicuous consumption. The data was gathered through a questionnaire administered to Instagram users (N = 230). Partial least squares structural equation modeling (PLS-SEM) determined the effect of the intensity of Instagram’s …

The Effect Of Consumer-Based Authenticity On Attachment And Social Networks In Digital Context: Case Of Moroccan’S Terroir Products, Fatima E. Ouboutaib

Journal of Global Business Insights

The focus of this paper is to conceptualize and measure consumer-based authenticity as well as its effects on social networks (SN) and attachment. In addition, it explores the effect of consumer attachment. In order to address this focus, it suggests a framework for analyzing this relationship by using the Partial Least Squares Equation Modeling. This study utilizes applied quantitative research in the Moroccan context. The results showed that consumer-based authenticity represents a marketing tool that can influence purchase intention. The key contribution of this research is the feature of consumer authenticity that influences social network confidence. Consumers need to …

Adaptation Of Small And Medium-Sized Enterprises In The Food Sector During The Pandemic: Position The Brand As Part Of The Community, Hardian E. Nurseto, Nila A. Windasari, Prasanti W. Sarli

Journal of Global Business Insights

This study explains how small and medium-sized enterprises (SMEs) in the food sector adapted during the pandemic. In-depth, semi-structured, hybrid interviews were conducted with fifteen SME owners in the food sector in Bandung, Indonesia. The study describes five business adaptation strategies using service-dominant logic (S-DL) and structural-functionalism theory: (a) relationship adaptation with suppliers and landlords, (b) employee adaptation, (c) product and sales adaptation, (d) operations adaptation, and (e) promotion adaptation. Findings show a holistic view of actor involvement in the business adaptation process linked to altruism, in which the business and all actors (i.e., suppliers, landlords, customers, employees, government, online …

Impact Of Sex In Luxury Fashion Advertisements On Brand Attractiveness And Identification, Alyssa Dana Dana Adomaitis, Diana Saiki, Juan Del Pozo Severino

Publications and Research

Purpose

This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States.

Design/methodology/approach

A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement …

Macroeconomic Determinants Of Non-Performing Loans In Malaysia, Hui Ying Tan, Tuck Cheong Tang

International Journal of Management, Finance and Accounting

This study re-examines the macroeconomic variables those explaining the outstanding balance of non-performing loans (NPL) in Malaysia, namely interest rate, unemployment rate, output, and price level. It covers 11 financing sectors between commercial and Islamic banks, for examples, primary agriculture, electricity, gas and water supply, manufacturing, household sectors, and so on. The data covers monthly observations for the period 2019-2021. Given non-stationarity property in nature for the variables, the ordinary least square (OLS) estimator applies for the first-differenced variables. The empirical results show that higher output reduces overall NPL including of Islamic banks but is inelastic. The past NPL explains …

A Systematic Review: Risk Management Of Cloud Computing Projects In Healthcare, Muhammad Afif Fathullah, Anusuyah Subbarao, Saravanan Muthaiyah

International Journal of Management, Finance and Accounting

Cloud computing has become a major driver for innovation in this technological age. All sectors around the world have increasingly moved towards cloud adoption including the healthcare sector. However, cloud computing projects with other IT projects come with their own set of risks that could be costly for organizations if they materialized. This study aims to provide an understanding of the risks of cloud computing projects in healthcare by using a systematic literature review augmented by the constant comparison method.63 articles from five major databases written from the year 2010 to 2022 were reviewed as they are related to cloud …

Factors Affecting Customer Satisfaction On Online Shopping: An Empirical Study, Fong Yok Yan, Tan Booi Chen, Lau Teck Chai

International Journal of Management, Finance and Accounting

This paper examines the effect of website layout, privacy and security, customer experience, customer service, and product delivery service on online shopping satisfaction in Malaysia. With swift economic development and advanced digital technology infrastructure, online shopping in Malaysia is undergoing transformation. Businesses are advised to change their business operation towards digitalization. In this study, the survey link containing the questionnaire was sent to 300 respondents randomly via several online social media platforms. As a result, 257 responses were received with 85.67% of the response rate. Based on the findings from the multiple regression analysis, website design, customer experience, and product …

The Necessity Of Financial Literacy For Women Business Triumph: A Qualitative Study, Nur Iylia Syafiqah Binti Abdul Malik, Mohd Rizal Bin Abdul Razak, Al-Mansor Bin Abu Said

International Journal of Management, Finance and Accounting

Women entrepreneurs continue to be the torchbearers of society and nations in their pursuit of economic growth and social development through employment creation, innovation and poverty reduction. Nonetheless, financial literacy is an intangible resource that is required for growth, success, and long-term competitive advantage. However, a notable hindrance to the progress of women entrepreneurs is the absence of adequate financial literacy. The objective of this research was to ascertain the importance of financial literacy concerning the achievement of women entrepreneurs. In order to achieve the research objectives, a qualitative investigation was conducted, wherein interview data was gathered according to the …

Perceptions Of Islamic Banking Among Post Millennials: A Study On Muslim Students, Aysa Siddika, Abdullah Sarwar, Fouzia Khan

International Journal of Management, Finance and Accounting

This study aimed to understand the perception of Islamic banking among post millennials Muslim students and explore their expectations towards Islamic Shariah compliant banking. The study uses qualitative method to understand respondents’ subjective views. Semi-structured interviews are used among the Muslim students studying at public and private universities in Malaysia. Twelve students were selected using purposive sampling. The analysis revealed that religious motives, efficient services, and convenience in terms of online banking and ATM services are factors in bank selection. The study found that the students’ perceptions of their understanding of Islamic banking are not sufficient, and there is a …

Exploring The Role Of Technology In Brunei Darussalam's Public Sector During Strategy Implementation, Afiqah Amin

International Journal of Management, Finance and Accounting

The paper explores and isolates factors related to the role of technology during strategy implementation in the public sector. In pursuit of the objective, the actor-network theory (ANT) is used to explore the relationship between the entities in the public sector in using technology to implement strategy, which does not just involve the technical aspect but also the behavioural and organizational aspects. A qualitative exploratory study can better understand the role of technology infrastructure in the public sector by analysing the conceptions of organizational players that require technology to implement the strategy. Technology infrastructure in the public sector was perceived …

Managing The Nigerian Economy Through Fiscal Deficit, Umar Bala, Badamasi Salihu Uba, Adamu Yahuza Haruna

International Journal of Management, Finance and Accounting

This study examined how fiscal deficit, exchange rate, and inflation rate impacted the economic growth of the Nigerian economy from 1980 to 2019. The cointegration connection in the study was discovered using the autoregressive distributed lag (ARDL) bound test. The analysis found that, while inflation and the exchange rate have a positive and significant relationship with the Nigerian economy, the fiscal deficit has a negative but relatively insignificant effect on the country's GDP. The Nigerian government should stabilise the currency's external value and prevent it from falling in value in the short term. Such policies should be developed to encourage …

Organizational Fear: Barriers To Effective Performance Among Malaysian Fresh Graduates’ Employees, Leong Ling Ling, Chong Chin Wei, Muhammad Sabbir Rahman, Gan Geok Chew

International Journal of Management, Finance and Accounting

The aim of this research study is to determine the factors, i.e., childhood socialization, institutional socialization, cultural socialization, fear of workplace penalty and afraid of getting terminated from work of organizational fear that influence the effective performance among the Malaysian fresh graduate employees. Data were collected from 119 fresh graduate employees who have their jobs in their first year in organization and data was analysed by using statistical analyses. The findings show that all the factors (childhood socialization, institutional socialization, cultural socialization, fear of workplace penalty and afraid of getting terminated from work) have significant relationships with effective performance. Among …

Knowledge Mapping Of Board Governance Research: A Visual Analysis Using Citespace, Yawei He, Sunita Lylia Hamdan, Sellywati Mohd Faizal

International Journal of Management, Finance and Accounting

Based on the bibliometric and visualization analysis of relevant board governance research literature from 2003 to 2022, this study summarizes and outlines the knowledge structure, hot topics, and future research directions in the field of board governance. The research findings indicate that the publication volume in the field of board governance has shown an exponential growth trend, which highlights the increasing importance and research demand in this area. Company performance has become a critical topic in the field of board governance research. Furthermore, collaboration and communication among research institutions promote knowledge sharing and enhance the quality of board governance research. …

Mastering Consumer Conversion: Unveiling The Management Of E-Commerce Purchase Intentions, Anusuyah Subbarao, Nasreen Khan, Nirmaladevi A/P Suppiah

International Journal of Management, Finance and Accounting

The global market structure has undergone significant transformations due to the widespread integration of information technology. As a result, electronic commerce has emerged, propelled by technological advancements, and has established itself as a fundamental pillar of the digital economy. This research paper aims to provide a thorough analysis and evaluation of various scholarly works and studies concerning digital shopping and explore the factors that impact consumers' purchasing behaviour on e-commerce sites. The quantitative method was used to analyse the connection between price consciousness, trustworthiness, business competency with customer buying inclination, perceived convenience and effectiveness. The findings reveal that trustworthiness and …

2023-August-30-Etsu Alumni Golf Classic Set For Sept. 22, University Marketing And Communication, East Tennessee State University

ETSU News

The 56^th annual East Tennessee State University Alumni Golf Classic will be held at Cattails at MeadowView in Kingsport on Friday, Sept. 22.

The two-person select shot tournament, hosted by the ETSU National Alumni Association, is open to the community, including alumni, faculty, staff, students and friends of the university. The day will begin with check-in and practice time at 11 a.m. A buffet luncheon, which is included in the registration fee, will be served at noon, followed by a 1 p.m. shotgun start.

Golfers will compete in 10 divisions:

• Gold flight (handicaps of 10 and lower)
• Blue …

2023-August-29-Etsu Hosting Benefit Comedy Show For Ukraine, University Marketing And Communication, East Tennessee State University

ETSU News

(August 29, 2023)

East Tennessee State University alumnus Yaroslav (Yaro) Hnatusko has worked tirelessly since February 2022 to provide support for his home country of Ukraine through the nonprofit organization, Restore Ukraine, he founded with his brother. 

Though he has already allocated more than $2 million worth of humanitarian aid to vulnerable Ukrainian communities, his efforts to provide support haven’t stopped.  

He is continuing to provide assistance to a cause that means so much to him by organizing a benefit comedy show, where every purchased ticket will bring remote and abandoned communities much closer to critical aid. 

The NINE …

2023-August-28-Etsu Undergraduate Admissions To Host Tri-Cities College Fair, University Marketing And Communication, East Tennessee State University

ETSU News

College-bound students and their families are invited to attend this year’s Tri-Cities College Fair, an annual event hosted by East Tennessee State University’s Office of Undergraduate Admissions. The event draws participation from over 60 colleges and universities across the Southeast, and is scheduled to take place on Thursday, Aug. 31, from 6-8 p.m. at Freedom Hall Civic Center, located at 1320 Pactolas Road in Johnson City. 

It is open to all area high school students, prospective transfer students and their families, and is free and open to the public. Representatives from regional two- and four-year institutions will be …

2023-August-28-Second Season Of Broadway Coming To Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

(August 28, 2023)

Six shows will headline the 2024 Spring Broadway Season at the ETSU Martin Center for the Arts.

“Our inaugural Broadway season earlier this year was a landmark success,” said Jennifer Clements, executive director of the Martin Center at East Tennessee State University. “The season included four shows – all performed to sold-out audiences.  Because of this overwhelming response, and with the tremendous generosity of our sponsors, we are expanding our season to include six shows.

 “We are thrilled to bring Broadway to the Appalachian Highlands again this year and look forward to experiencing the magic of live …

White Male Privilege, Diversity-As-Deficit, And Tokenism In The North American University: Reflections On Netflix’S The Chair, Annamma Joy

Markets, Globalization & Development Review

Ji-Yoon, an Asian-American woman, is the newly appointed chair of the English department at Pembroke University, a lower-tier Ivy League school. Most of the department’s faculty are older and white and male, but do include a female white professor, Joan Hambling, clearly suffering from marginalization. There is also a young black faculty member named Yasmin McKay, whom Ji-Yoon wants to make the university’s first black tenured professor in the English department. Yaz, as they call her, has published in the top journals and is loved by her students, who flock to take her courses. There are other story dynamics dealing …

Market Profanities In Sacral Academe: Privilege, Diversity, Representation, Incursion Of Market Forces, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

2023-August-25-Dr. Jessica Burchette Earns Distinguished Faculty Award For Teaching, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (August 25, 2023) — Dr. Jessica Burchette, Associate Professor of Pharmacy Practice, earned the University’s Distinguished Faculty Award for Teaching at Faculty Convocation this morning. It is the highest honor given to an ETSU professor. Each honoree receives a one-of-a-kind hand-blown glass piece and $7,500 provided by the ETSU Foundation. 

Dr. Jessica Burchette, a pharmacist and associate professor at ETSU Bill Gatton College of Pharmacy, received the university’s Distinguished Faculty Award for Teaching. 

“Dr. Burchette is a standout faculty member in the Department of Pharmacy Practice at the GCOP,” wrote Burchette’s nominator. “She is a gifted …

2023-August-25-Etsu Presents Distinguished Faculty Awards, University Marketing And Communication, East Tennessee State University

ETSU News

(August 25, 2023)

Three East Tennessee State University faculty members were presented with the Distinguished Faculty Award in the areas of teaching, research and service.

It is the highest honor given to an ETSU professor. Each honoree receives a one-of-a-kind hand-blown glass piece and $7,500 provided by the ETSU Foundation. 

Dr. Jessica Burchette, a pharmacist and associate professor at ETSU Bill Gatton College of Pharmacy, received the university’s Distinguished Faculty Award for Teaching. 

“Dr. Burchette is a standout faculty member in the Department of Pharmacy Practice at the GCOP,” wrote Burchette’s nominator. “She is a gifted teacher, …

2023-August-25-Etsu Program, Aimed At Community Outreach, Wins Major Grant, University Marketing And Communication, East Tennessee State University

ETSU News

(August 25, 2023)

The Sullivan County native needed considerable help in 2018. 

A single mother with a 4-year-old daughter hampered by health issues, she was laid off each summer as part of a part-time contract. 

Immediately, East Tennessee State University went to work. 

A counseling program assisted the woman and her child with much-needed resources. A career coach worked closely with her, helping her land an opportunity at a local insurance agency. She performed so well that she ultimately became a full-time member of the agency’s team. 

“We’ve been fortunate to witness many successes over the years,” said Amy L. …

2023-August-23-Etsu Health Welcomes Pediatrician To Johnson City Clinic, University Marketing And Communication, East Tennessee State University

ETSU News

ETSU Health Pediatrics is pleased to announce that Dr. Sarah Tolliver is joining their Johnson City practice.  

Dr. Tolliver has provided care for families at the clinic throughout recent years as a resident physician and chose to stay at the practice upon graduation from the program. 

Dr. Tolliver first began her career as a social worker before attending Quillen College of Medicine to pursue her love of learning, building relationships, and improving the lives of her patients and community. 

She chose to stay with ETSU Health after completing her residency because the people of this region have become like family …

2023-August-23-Student Veteran Jake Berens Receives National Leadership Award, University Marketing And Communication, East Tennessee State University

ETSU News

(August 23, 2023)

When asked permission to write a feature story about his award, Jake Berens answered in a way that truly represents why he is a 2023 Student Veteran Leadership Award recipient.  

His response came in the form of a request: “As long as the focus stays on the community we’re trying to build and the resources available to veterans and military-affiliated students on campus.” 

After almost 12 years of active duty in the United States Marine Corps, Berens began his journey at ETSU as a health sciences major. Beyond his graduation in 2024, his sights are set on …

2023-August-23-Wets-Fm Announces Fall Fund Drive Sept. 9-15, University Marketing And Communication, East Tennessee State University

ETSU News

August 30, 2023

For almost 50 years, WETS-FM has been a source of trusted news in the region, informing, educating and empowering the community. This fall, listeners will have an opportunity to partner with the station by participating in the WETS-FM Fall Fund Drive, Sept. 9-15.

WETS-FM is an NPR affiliate that is operated as a partnership between East Tennessee State University and the station’s listeners. Operating 24 hours a day at 89.5 MHz in the Tri-Cities Tennessee/Virginia/North Carolina region, the station is also broadcast online.

“WETS-FM is an important part of the news landscape in the region, and our …

2023-August-22-Etsu Grad Now Influential Florida Judge, University Marketing And Communication, East Tennessee State University

ETSU News

When he arrived in the Appalachian Highlands more than 40 years ago, he knew no one.  

Nearly a half century later, J. Frank Porter has lifelong friends from Johnson City – and an impressive professional career. 

Judge Porter made headlines earlier this summer when his colleagues named him the next Chief Judge of the Twentieth Judicial Court in Florida. It’s a prestigious position covering a range of counties in the Sunshine State.  

The training he received at East Tennessee State University provided a sturdy foundation from which he launched a successful legal career.  

“I arrived in Johnson City not knowing …