Marketing Commons^™

2023-December-18-Etsu Reports Record $70.4 Million In Sponsored Program And Research Funding.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

From research in rural health to work in the booming field of biotechnology, East Tennessee State University aims to generate scholarship that has a real-world impact both in the region and beyond.

And in the last fiscal year, ETSU earned an impressive $70.4 million in external awards. That funding goes toward pushing major advancements in a range of diverse fields.

“ETSU is certainly known for the immense and engaging hands-on learning experiences we offer our students with a goal of helping them move from enrolled to employed,” said Dr. Kimberly D. McCorkle, ETSU provost and senior vice president for Academic …

2023-December-18-Etsu Students Contributing Important Research On Appalachia.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

A group of students from East Tennessee State University recently presented a capstone research project in the nation’s capital, examining intersections between economic development and health disparities within underserved and historically Black communities in Washington County, Tennessee.

The group was among 130 students from 13 colleges and universities in 10 Appalachian states participating in the 23rd annual Appalachian Collegiate Research Initiative (ACRI). Sponsored by the Appalachian Regional Commission (ARC), the ACRI capstone symposium is organized by the Center of Excellence for Appalachian Studies and Services at ETSU.

The findings presented by students from ETSU’s Department of Appalachian Studies are from …

2023-December-16-Etsu Celebrates Class Of Fall 2023, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University celebrated more than 1,400 members of the Class of 2023 during two Commencement ceremonies held at the Ballad Health Athletic Center today.

During the morning ceremony, Dr. Jessica Burchette, associate professor of Pharmacy Practice at ETSU Bill Gatton College of Pharmacy, was the keynote speaker. Burchette is the 2023 recipient of the ETSU Distinguished Faculty Award in Teaching, the highest teaching honor bestowed by the university.

In her remarks, Burchette provided five tips to the graduating class. Among them, she encouraged the graduates to “prioritize people” and to find ways to serve and be generous.

“When …

Factors Affecting Adoption Of Tiktok Among Students In The Dhaka City Area., Mahafizur R. Jim, Muhammad I. Alam

Business Review

This study investigates the factors affecting adoption of TikTok among the students in Dhaka city area. A structured survey questionnaire was developed through the survey tool, Google form and data were obtained from 529 respondents living in various locations of Dhaka city by an online survey method through using the social media platform, Facebook. Moreover, the multiple regression analysis was performed to test the research hypotheses. Results show that students perceive this app in a different way and do not consider this app as a great source of enjoyment. Moreover, they do not perceive this app as a decent media …

2023-December-14-Etsu Trio Celebrates First-Generation Students.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

“The fact that I got into college was just a dream come true.”

This statement is true for East Tennessee State University senior Chloe Salyer and resonates with many other first-generation college students.

The journey of a first-generation student may not be the same journey that their peers encounter, but certainly displays the resilience and perseverance of those working toward a college degree.

“In a lot of cases, first-generation students have overcome so many obstacles to be in college, and we are just so fortunate that they are here,” said Dr. Erin Messmer, assistant director for TRIO Student Support Services …

2023-December-12-Students Host Brown Bag Event For Older Adults, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (December 12, 2023) — Keeping track of numerous prescription medications can be confusing and at times overwhelming for people of any age. Student pharmacists at East Tennessee State University Bill Gatton College of Pharmacy recently offered their expertise to older adults at the Johnson City Memorial Center to help them improve their health through better management of their medications.

Dubbed a “Brown Bag Event,” older adults were invited to bring their medications and supplements in a bag and meet with student pharmacists, who would then check for any potential drug interactions in an online database. Vanna Labi …

2023-December-12-Etsu To Hold Commencement Ceremonies December 16.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University will confer 1,413 degrees to members of the Class of 2023 during two Commencement ceremonies on Saturday, December 16, at 10 a.m. and 2:30 p.m.

Both ceremonies will take place in the ETSU Ballad Health Athletic Center (Mini-Dome). The events also will be livestreamed. Livestream links will be available at etsu.edu/commencement.

The 10 a.m. ceremony will recognize graduates of the College of Arts and Sciences, Biomedical Sciences, College of Business and Technology and College of Clinical and Rehabilitative Health Sciences.

Dr. Jessica Burchette, a faculty member in ETSU Bill Gatton College of Pharmacy and …

2023-December-12-Etsu Rotc Cadets Will Earn Commissions.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

The community is invited to celebrate the commissioning of cadets in the Army ROTC Program at East Tennessee State University, an elite program that is ranked No. 1 in the Volunteer State.

The 1 p.m. ceremony is in the Brown Hall Auditorium, located on the university’s main campus along Stout and Sherrod Drive near University School, on Friday, Dec. 15.

ETSU alumni Gary McAllister, a retired colonel, will be the guest speaker. The university inducted McAllister, a 1983 ETSU graduate with a distinguished military career, into the ROTC Hall of Fame earlier this year.

On Friday, the following ETSU cadets …

2023-December-12-Etsu Student Will Fulfill Promise At Commencement.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

All of the East Tennessee State University students who cross the commencement stage later this month will no doubt feel a range of emotions, from a deep sense of pride and excitement to reflective nostalgia and gratitude.

It will be especially meaningful for senior James “Jack” Smithey, an interior architecture major who already has a job lined up in Nashville.

On December 16, 2009 – 14 years to the day from ETSU’s commencement ceremony – he made a promise to his dad.

The pledge: He would attend and ultimately graduate from college.

“My grandfather had gotten into some trouble, and …

Social Media Marketing: Coffee Chains, Sunny Woods

Whittier Scholars Program

Coffee chains use various marketing strategies on social media to engage their target audience. I specifically examined Coffee Bean & Tea Leaf, Starbucks, and Dunkin’ through their content and the number of likes and comments on Twitter, Instagram, and Facebook for the year of 2022. I found that Coffee Bean & Tea Leaf uses psychographic segmentation, real time marketing, and seasonal marketing for their content. They focused on targeting users who live in California by posting content that goes along with California’s weather, such as cold drinks even in the winter time. Starbucks posted content that was emotion evoking, action-inducing, …

2023-December-11-Helping Our Middle Tennessee, Kentucky Neighbors.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

p>East Tennessee State University has updated its ETSU Response website to provide information on support for those affected by the Dec. 9 tornadoes that struck Middle Tennessee and Kentucky.

The website, etsu.edu/response, provides links and contact information for those who wish to provide volunteer or monetary support to relief agencies working with the people impacted by the tornadoes. Six people were confirmed dead in Clarksville and Madison, Tennessee, and the storms also left extensive property damage.

While the ETSU Dean of Students office is reaching out to offer support and assistance to students who have homes in the …

2023-December-10-Illuminating The Path I Want To Take, University Marketing And Communication, East Tennessee State University

ETSU News

Internships are the strength of ETSU’s Applied Data Science grad program

It’s an age-old conundrum. Employers want to hire candidates with experience. But how do you get that experience without someone giving you a chance?

One way is internships, many of which are available to students in academic programs throughout East Tennessee State University. One of those is ETSU’s Applied Data Science Master’s Degree Program, where students are getting valuable experience from the hands-on work they’re doing with entities from local small businesses and government to internationally known companies.

Applied data science is the study of techniques for collecting, …

2023-December-08-Etsu Celebrating Reaffirmation Of Accreditation.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University is celebrating a milestone that occurs only once every 10 years: reaffirmation of its accreditation by the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC).

The reaffirmation announcement was made at the SACSCOC annual meeting on Dec. 5. ETSU received full reaccreditation status with no findings or recommendations.

“ETSU must undergo the reaffirmation process every 10 years to ensure that the institution continues to deliver high-quality educational programs, operate efficiently and progress toward its public mission,” said ETSU President Dr. Brian Noland. “This successful reaffirmation is not just a mark of institutional success; it …

Engaging An Unengaged Demographic: A Phenomenological Study Of Christian Millennials’ Engagement With Religious And Nonreligious Memberships, Stephanie F. Prince

Doctoral Dissertations and Projects

Church membership is declining worldwide. Studies show that Millennials are less likely to belong to a church than previous generations. Even among churched Millennials, only 48% of church-attending Millennials are church members. Simultaneously, organizations such as health, fitness, and social clubs are seeing an increase in Millennial membership growth. Brand loyalty is high among Millennials, but church loyalty is low even among practicing Christian Millennials who attend church at least once per month. The purpose of this qualitative phenomenological study was to explore how practicing Christian Millennials understand the nature of engagement with church and nonreligious memberships and the factors …

Redesigning An Effective Pathway To Consumer Loyalty For Sustainable Competitive Advantage, Stephen P. Panczak

Doctoral Dissertations and Projects

The qualitative case study aimed to study the impact of leadership behaviors on delivering hospitality frontline employee services to customers to sustain consumer loyalty and gain a sustainable competitive advantage in the South Florida hospitality and tourism industry. The flexible design allowed the researcher to develop specific research questions while focusing on the problem statement, which addressed the potential inability of U.S. business leaders in service-related industries to gain customer loyalty, resulting in the possible loss of competitive advantage for the organizations. The researcher selected a highly successful South Florida luxury hotel resort, and twenty-nine professionally diversified participants were interviewed …

2023-December-06-College Posters And Presentations At Ashp Midyear, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

(December 6, 2023) — Student pharmacists and faculty from ETSU Gatton College of Pharmacy recently attended the American Society of Health-System Pharmacists (ASHP) Midyear Clinical Meeting in Anaheim, California, and presented the following posters or presentations:
 
Whitney Blessing 
Co-Authors: David Cluck, Kelly Covert
Impact of Guideline Changes on the Management of Non-Critically Ill Adults Admitted to the Hospital with Community-Acquired Pneumonia. 
 
Samantha Morris 
Co-Authors:  Stacy Brown, Timothy Coffee, Sophia Sergent, Michelle Tubolino
Stability of Lorazepam Oral Solution Repackaged in Plastic Oral Syringes at Room and Refrigerated Temperatures
 
Sophia Sergent 
Co-Authors: Jessica Burchette, Molly Lassiter, Stacy Brown
90-Day Stability Investigation of …

2023-December-06-Holiday Sales Are Tough To Resist. Etsu Asks Why.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Retailers – especially this time of year – excel at causing problems.

“By this,” said Dr. Kelly Price-Rhea, “I mean they present the consumer with a problem the consumer didn’t know they had.”

Price-Rhea, an associate professor and director of the online Digital Marketing Program at East Tennessee State University, has spent her professional career researching consumer behavior, the ethics of digital marketing and more.

And with the shopping season upon us, it is useful to understand why so many of the holiday sales you encounter are so difficult to resist.

“Retailers know how to pique our interest,” said Price-Rhea, …

2023-December-06-International Student Success At Etsu.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Over 400 international students call East Tennessee State University home. For over 100 years, students from around the world have moved to the region to attend ETSU. Recently, ETSU took a new step forward in supporting these students through the creation of the new International Enrollment and Services Office. The launch of this office demonstrates ETSU’s investment and support for international students on-campus and helping students from around the world reach their educational and career goals. Previously, these efforts were spread out across multiple offices on campus. Now, they have been consolidated to provide increased levels of support to …

2023-December-06-Etsu Students Dazzle In Research Competition.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Dravet Syndrome is a rare but deeply serious form of epilepsy that begins in a child’s first year of life.

Those who suffer from it are at an especially high risk of developing a complication of epilepsy disorders known as SUDEP, short for Sudden Unexpected Death in Epilepsy.

An East Tennessee State University graduate student is part of the important research aimed at better understanding this devastating illness.

For her efforts, Jessa Leigh Aldridge won first place in ETSU’s Fall 2023 3MT® Competition, an effort that helps graduate students hone their academic, presentation and communication skills.

The gist: Students must …

2023-December-06-A Campus Committed To The Community, University Marketing And Communication, East Tennessee State University

ETSU News

ETSU is committed to providing students with hands-on learning opportunities to make a real-world impact.

Earlier this week, East Tennessee State University achieved a significant milestone. The Southern Association of Colleges and Schools Commission on Colleges (SACSCOC) voted to reaffirm our university’s accreditation with no findings or recommendations. This action signifies that one of the most stringent accrediting bodies in the nation not only gave ETSU its continued endorsement but did so without listing a single concern or recommendation for improvement. In short, it was a glowing review.  

ETSU must undergo the reaffirmation process every ten years to ensure that …

2023-December-06-Campus Conversations Health And Wellness, University Marketing And Communication, East Tennessee State University

ETSU News

In this episode of campus conversations, President Noland speaks with Dr. Alison Davis and Halie Darby about the importance of managing our health and well-being and the resources ETSU offers to help us do so.

2023-December-05-Emeritus Etsu Professor Authors Textbook On Hematology.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Whether at home or abroad, East Tennessee State University’s commitment to advancing understanding in complex areas of medical research is embodied by its faculty.

And when it comes to the field of hematology, Dr. Koyamangalath Krishnan is doing exactly that. Earlier this year, Krishnan, a professor emeritus with East Tennessee State University’s Quillen College of Medicine, recently authored a textbook on hematology for the Postgraduate Institute of Medical Education and Research (PGIMER), in Chandigarh, India. It serves as a dedication to the founding hematology faculty at PGIMER.

Krishnan, an alum of PGIMER, served as the editor-in-chief of the multi-author publication …

2023-December-04-2023 Annual Etsu Holiday Lighting Ceremony, University Marketing And Communication, East Tennessee State University

ETSU News

The 2023 holiday lights will be turned on Monday, Nov. 13 in a special ceremony in Alumni Plaza in front of Burgin Dossett Hall.

East Tennessee State University illuminiated the campus at the annual holiday lights ceremony on Monday, Nov. 13, at 5:45 p.m. at ETSU’s Alumni Plaza.

Festivities included live music by the ETSU Jazz Ensemble, a movie, free hot cocoa, cookies and more.

###  

East Tennessee State University was founded in 1911 with a singular mission: to improve the quality of life for people in the region and beyond. Through its world-class health sciences programs and interprofessional …

Unpacking The Unconscious: Mortality Awareness And Its Effects On Consumer Engagement In Charitable Campaigns, Lois Warden

Honors Projects in Marketing

This research aims to investigate the interplay between terror management theory, self-other message framing, and psychological distance in influencing individuals’ perceptions, judgements, and behavioral responses, particularly in context of advertisements featuring animals of varying proximity to humans. The purpose of this research is to understand how mortality sensitivity and the categorizations of ‘self’ and ‘other’ impact individuals’ attitudes and intentions towards advertisements featuring animals. The research methodology employed involves experimental designs with manipulated salience of priming conditions (birth or death) and the presentation of animals (monkey as proxy to self and frog as distal to self) to gauge participants attitudes, …

2023-December-01-Why I Teach- Dr. Sharon Bigger, University Marketing And Communication, East Tennessee State University

ETSU News

This episode features Dr. Sharon Bigger, Assistant Professor in the College of Nursing. Dr. Bigger is a career hospice nurse and former medical interpreter who uses the lessons she has learned with her patients and her research to inspire our undergraduate and graduate students in the classroom and in their research endeavors. 

2023-December-01-The Borchuck Plaza Fountain, University Marketing And Communication, East Tennessee State University

ETSU News

Explore the rich history of ETSU's Borchuck Plaza. Learn more about the inspiring story of the trailblazing African American students, including Mr. George Nichols, who integrated the university and whose names are inscribed on the plaza wall -- and about plans for a new fountain to be dedicated in honor of their enduring legacy at ETSU. Mr. Nichols was also one of the first Black members of ETSU's storied ROTC program. 

College Girl's Guide To Fayetteville, Ar, Sydney Johnson

Human Nutrition and Hospitality Management Undergraduate Honors Theses

The mission behind creating the College Girl’s Guide to Fayetteville, AR was to ease the adjustment from high school to college for females attending the University of Arkansas. This is one of life’s most monumental transitions, often resulting in anxiety, depression, and loneliness, specifically among the female demographic. With that in mind, the intent of the guidebook was to develop culture, confidence, and community on campus. In the aftermath of Covid-19, loneliness on college campuses has become an epidemic in need of a university-wide solution to increase student satisfaction and retention. A research aspect that heavily impacted the project was …

Enhancing A Brand With The Introduction Of Merchandise And A Social Media Content Schedule, Rachel Imming

Theses

This project focuses on how to enhance a brand by incorporating merchandise for the brand and utilizing a social media content schedule to push out content consistently and uniformly. The primary beneficiary of this project is J.E.D.I. Brew Co, a small craft brewery out of Southern Illinois. The aim of the project is to study the important aspects of marketing and brand awareness, in order to help a brand better promote themselves. Ultimately, the project studies consumer engagement, advertising, experiential marketing, storytelling, and consumer behavior to help brands understand how these things affect and aid their business.

Diver Perceived Value And Satisfaction On The Mississippi Gulf Coast, Ka'lon Duncanson

Honors Theses

The Mississippi Gulf Coast is known for its coastal beauty and the tourism that comes from the recreational activities associated with the water. However, there appears to be an underserved segment of the tourism industry. The coast provides opportunities for local scuba divers to take part in a range of diving activities, but there is minimal support for this tourism activity in Mississippi. There is a need for greater understanding about what local divers value in their diving experiences and how this might lead to greater satisfaction with this activity. Along with overall perceived value, the argument is made that …

Crossing Digital Borders: An Exploration Of Changes In Exposure And Perceptions Of Other Cultures Via Social Media Platforms, Madison Mahoney

Marketing Undergraduate Honors Theses

Social media's explosive growth has revolutionized global connectivity, engaging billions of users and transforming how we learn and share in digital communities. Social media has enabled cross-cultural connectivity and cultural exploration, showcasing diverse lifestyles and customs.

In this Honors undergraduate thesis, research was conducted exploring the relationship between exposure to other cultures on social media and user's perception from seeing this content. This research gauged if there were more positive or negative associations for people from other countries or cultures due to exposure via social media, users' perception and reaction to culturally-insensitive content on platforms, and consumer reaction to culturally-oriented …