Marketing Commons^™

2023-July-18-Students With Business Ideas Can Find The Help They Need At Etsu Innovation Lab, University Marketing And Communication, East Tennessee State University

ETSU News

(July 18, 2023) Students bitten by the entrepreneurship bug may find their college years to be the ideal time to try their hand at it. And East Tennessee State University provides a great place to do just that with its Innovation Laboratory.

The Innovation Lab, a part of the ETSU Research Corporation, is a high-tech business incubator that assists aspiring entrepreneurs in developing emerging technologies from concept through commercialization. With a focus on identifying and generating solutions to global problems, it is committed to championing entrepreneurs and building a cooperative hub and network that is a catalyst for …

2023-July-18-Etsu Chief Of Police Recognized Nationally, University Marketing And Communication, East Tennessee State University

ETSU News

(July 18, 2023) – At a conference in Las Vegas this month, East Tennessee State University’s Chief of Police and Director of Public Safety Cesar Gracia earned a special recognition as a finalist for Campus Safety Director of the Year, hosted by Campus Safety Magazine.  

It’s a prestigious, national honor.

But Gracia doesn’t want the credit.  

“Our officers work 12-hour shifts and not only respond to calls of service, but they also provide foot patrols and engage our campus community in an effort to maintain a safe living and learning environment,” he said. “Our dispatchers are also dedicated to our …

2023-July-18-Etsu Alumni Association Announces New Officers, Directors, University Marketing And Communication, East Tennessee State University

ETSU News

(July 18, 2023) A new slate of officers and directors will lead the ETSU National Alumni Association during the upcoming year.

Tom Tull, an MBA graduate from the East Tennessee State University Class of 1995, has been elected as president. Tull has over 30 years of health care experience and is a longtime member of the Ballad Health team, where he currently serves as vice president and chief experience officer.

Serving as president-elect is Dr. Virginia Bieber, a three-time graduate of ETSU whose degrees include an M.S. in clinical nutrition and an Ed.D. in educational leadership and policy …

2023-July-17-Veterans Encouraged To Apply For Etsu Strive Program, University Marketing And Communication, East Tennessee State University

ETSU News

(July 17, 2023) – STRIVE, a free entrepreneurship training program for veterans, reserve and National Guard members, is taking applications for a course that begins September 14. 

East Tennessee State University is the second institution in the nation to host a STRIVE program thanks to a partnership with Syracuse University’s Institute for Veterans and Military Families, also known as IVMF.

Course starts Sept. 14

“Helping those who have or are currently serving our country is an incredible honor,” said ETSU’s Mark Bays, director of the Tennessee Small Business Development Center. “Nationwide, IVMF has assisted more than 70,000 veteran entrepreneurs, …

Cancel Anytime! How Easy Cancellation Options Enhance Purchase Intentions For Services That Require Long-Term Commitments, Sohyeon Park, Kacy Kim, Seolwoo Park, Yung Kyun Choi, Sukki Yoon

Marketing Department Faculty Journal Articles

The authors recognize that an uncertain environment associated with prolonged pandemic conditions have made consumers reluctant to make long-term contractual commitments in various retail contexts. Hypothesizing that retailers might offer cancellation options to motivate consumers to undertake long-term commitments, the authors conduct two studies in which cancellation messages accompany ads for an online language course and a gym membership. Findings indicate that retailers can alleviate the pressures associated with long-term commitment decisions and can heighten purchase intentions by providing cancel options for consumers who register for services requiring long-term but not short-term commitments. Perceived goal achievability is identified as an …

The Effect Of Technostress On The Motivation To Teach Online In Higher Education Before And During The Covid-19 Pandemic: Perceptions Of Business Faculty, Stacy Boyer-Davis, Kevin Berry, Amy Cooper

International Journal for Business Education

This study investigated the relationships among technostress creators (techno-complexity, techno-insecurity, techno-invasion, techno-overload, and techno-uncertainty) on the motivation to teach online using the Motivation to Teach Online – Faculty Version scale. Data were collected from faculty members of the Management and Organizational Behavior Teaching Society (MOBTS), a member of the AACSB Business Education Alliance, and the American Society of Business and Behavioral Sciences (ASBBS), an interdisciplinary professional organization comprised of faculty teaching in accounting, finance, management, marketing, organizational behavior, and computer information systems early 2020 (N = 307). The findings indicated that techno-stressed faculty are less motivated to teach online. Techno-insecurity …

2023-July-13-Etsu Launches Hospitality And Tourism Concentration, University Marketing And Communication, East Tennessee State University

ETSU News

(July 13, 2023) – For those who enjoy facilitating unforgettable experiences and who hope to shape the future of a vibrant and evolving industry, East Tennessee State University is launching a hospitality and tourism concentration. 

The new concentration starts this fall. 

“The hospitality and tourism concentration opens doors to a multitude of career opportunities for tomorrow’s industry leaders,” said Dr. Dana Harrison, chair of the Department of Management, Marketing and Supply Chain. “Regardless of students’ diverse passions and interests, this concentration will provide a premiere unparalleled education and immersive experiences with organizations in the region.” 

It is available within …

2023-July-13-Etsu, Northeast State Announce Digital Media Partnership.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

A new agreement between East Tennessee State University and Northeast State Community College will help digital media students move seamlessly from a two-year education program to an accelerated bachelor’s degree path.

Earlier this month, the presidents of ETSU and Northeast State announced a partnership between the digital media programs of each college. At the formal signing ceremony, leaders from each entity spoke about what is to come through the partnership.

“We are delighted to partner with ETSU,” said Dr. Jeff McCord, president of Northeast State. “ETSU’s Digital Media Program has an outstanding reputation, and we are pleased to offer this …

2023-July-13-Two From Etsu Named To Leadership Tennessee Next, University Marketing And Communication, East Tennessee State University

ETSU News

(July 13, 2023) – Two leaders at East Tennessee State University have been named to the next class of Leadership Tennessee NEXT, a program aimed at offering personal and professional development for the Volunteer State’s best and brightest early- and mid-career professionals. 

Dr. Daryl A. Carter, professor of history, associate dean for community relations and outreach, and director of the Black American Studies Program, and Melissa Nipper, executive director of communications in the Office of University Marketing and Communications, are both joining the program. 

As a historian, Carter is an established expert in 20^th and 21^{st …}

2023-July-12-Etsu Redesigns Infectious Disease Fellowship To Include Critical Care Medicine, University Marketing And Communication, East Tennessee State University

ETSU News

(July 12, 2023) East Tennessee State University has introduced a revamped infectious disease fellowship that now incorporates critical care, which will enhance physicians’ capabilities during pandemics.

Through the newly launched Infectious Disease Critical Care Fellowship, a comprehensive three-year program, fellows will receive specialized training in diagnosing and treating severe infections while also gaining increased exposure to critical care medicine. In collaboration with Ballad Health, this initiative aims to elevate the standard of subspecialty care, benefiting the local community and beyond.

“We are excited to bring joint training in infectious diseases and critical care medicine to East Tennessee,” said Dr. Jonathan …

2023-July-11-Etsu Welcomes New Postgraduates In 2023, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 11, 2023)— East Tennessee State University Bill Gatton College of Pharmacy welcomes a new resident and research fellow, each furthering their postgraduate pharmacy training in various practice settings. 
 
Alum James Elliott (’20), PharmD, of Maryville, Tennessee, matched as a Postgraduate Year 2 (PGY2) Ambulatory Care Pharmacy Resident, a year-long program that helps trainees acquire unique skills in teaching by working with faculty members both in classroom and experiential settings. PGY2 residents are also given an opportunity to participate in a teaching and learning certificate program.
 
After earning his PharmD at ETSU Gatton College of Pharmacy, Elliott gained …

2023-July-10-Getting A Taste Of What It's Like To Write, University Marketing And Communication, East Tennessee State University

ETSU News

(July 10, 2023) – More than 40 high school students from across the Volunteer State explored East Tennessee State University this summer while participating in one of the region’s signature writing programs.  

Students explored the Archives of Appalachia, the premier repository that documents life in Southern Appalachia. They spent time at the Reece Museum, home to more than 20,000 artifacts, and were given a tour and creative prompts in the Sherrod Library. Observing and writing all along the way, they also received mentorship from seasoned writers.

ETSU hosts signature writing workshop

“The Young Writers’ Workshop is an excellent program that …

2023-July-10-A Love Letter To Mama.Pdf, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Rosaminda Moog Husmillo immigrated to the United States in 1989, arriving in Queens, New York where she worked as a nurse. Her next goal: to bring her family to this country as soon as possible. Rosaminda Moog Husmillo

To her husband Leo and three children waiting back in the Philippines, she was the family’s brave pioneer in the land of opportunity. In 1992, the Husmillo family joined her in the United States and called the Big Apple home until 1996, at which time they moved “onward to Johnson City,” according to son Augie.

“The catalyst for the move was my …

2023-July-07-When You Have A Thriving Arts Community, Show It Off., University Marketing And Communication, East Tennessee State University

ETSU News

(July 7, 2023) East Tennessee State University is home to a vibrant arts community, with sites that highlight Appalachia, host renowned artists and showcase the incredible work of ETSU students. 

“An important function of arts in the community is creating a connective space,” said Rebecca Proffitt, director of the Reece Museum. “It gives you an opportunity for self-reflection, or maybe to think deeply about issues.”  

The Reece Museum, as well as the Slocumb and Tipton galleries, regularly house exhibitions that delight and challenge, as well as educate and preserve.  

ETSU students showcase their work, getting hands-on learning opportunities through …

The Appropriateness Of Outlier Exclusion Approaches Depends On The Expected Contamination: Commentary On André (2022), Daniel Villanova

Marketing Faculty Publications and Presentations

In a recent article, André (2022) addressed the decision to exclude outliers using a threshold across conditions or within conditions and offered a clear recommendation to avoid within-conditions exclusions because of the possibility for large false-positive inflation. In this commentary, I note that André’s simulations did not include the situation for which within-conditions exclusion has previously been recommended—when across-conditions exclusion would exacerbate selection bias. Examining test performance in this situation confirms the recommendation for within-conditions exclusion in such a circumstance. Critically, the suitability of exclusion criteria must be considered in relationship to assumptions about data-generating mechanisms.

Digital Marketing Science, Stephanie Cobian

Title III Professional Development Reports

Marketing involves implementing diverse strategies to promote products and services, strengthen market presence, and attain business success. It combines advertising expertise, sales proficiency, and efficient product delivery. While traditional channels like print, TV, and radio remain relevant, the internet has transformed marketing through digital approaches. Digital marketing utilizes websites, social media, search engines, and applications, enabling interactive communication and incorporating customer feedback. It revolutionizes how businesses engage with consumers in a two-way interaction.

Online Or In-Store - Shopper Channel Preference Study - 2023, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

As channels converge, consumers have many choices for shopping. Understanding how consumers shop is important for retailers looking to customize their product and service offerings. This report of US Shoppers provides key insights on the current trends in selecting the channels for shopping.

Revisiting The Impact Of Divisional Affiliation On Secondary Market Ticket Prices In The National Football League, Yohan Lee, Moonsup Hyun, Stephen Shapiro, Alan Morse

Journal of Applied Sport Management

With the emergence of demand-based ticket pricing, professional sport organizations and marketers will benefit from a thorough understanding of pricing in the demand-driven secondary market. Ticket pricing studies often take divisional affiliation as a control variable; little research has focused on and examined the importance of divisional affiliation for secondary market ticket prices. Different from work indicating consumers’ preference for divisional games, this study revealed that higher ticket prices (i.e., consumer demand) accompanied non-divisional games. Additionally, the number of years between the away team’s visit to the home team’s stadium and the away team’s current winning percentage each played a …

Brand Extension Evaluation In Esports: A Case Study Of The Nba And Nba2k League, Glynn M. Mcgehee, Beth A. Cianfrone, Jackson Sears

Journal of Applied Sport Management

Professional sport leagues have created esport leagues and teams, which serve as brand extensions (e.g., NBA and NBA 2K League). These brand extensions can benefit the professional sports team brand by reaching various audiences in a different product category. The purpose of this study was to examine a traditional sport entity’s (NBA franchise) esport brand extension (NBA 2K League team). In partnership with an NBA team and the affiliated NBA 2K esports team, a survey of 195 individuals assessed the brand extension on several variables, including extension awareness, perceived quality, image fit, categorical fit, innovativeness, and authenticity of the extension. …

2023-July-Faculty And Staff At Aacp Pharmacy Education 2023, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Our faculty and staff showcased their expertise at the American Association of Colleges of Pharmacy's (AACP) Pharmacy Education 2023 annual meeting, held at the Gaylord Rockies in Aurora, Colorado, July 22-25. Multiple faculty and staff presented their expertise at the conference with over a dozen from the college attending.

Presentation:

“Remediation Renovation: Creating Your Toolkit Using Strategies and Lessons Learned from Three Programs,” Dr. Katelyn Alexander, Director of Experiential Education, who spoke along with faculty from two other colleges.

Posters:

"An Early Intervention Approach to Improving Pharmacy Student Success," Dr. David Stewart, Professor and Interim Associate Dean of Assessment and …

2023-July-01-A Leader In Rural Health, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University continues to expand its long-standing presence as a leader in rural health research, earning millions of dollars in competitive grant awards and conducting research that impacts national, state, and Appalachian rural health issues. 

“The past year has certainly been a busy and productive year for rural health research at ETSU,” said Michael Meit, Director of ETSU’s Center for Rural Health Research, part of the College of Public Health. “We have hired new faculty and staff to address all the needs, and we are working on 10 to 12 projects at any given time.” 

The …

Impact Of Socioeconomic Values Collaboration On Performance In Franchising, Vivek K. Dubey, Joseph M. Matthes, Amit Saini

Marketing Faculty Research and Publications

Franchises exist within cultures and societies that establish distinct socioeconomic beliefs, values, opportunities, and threats, all of which can affect firms’ operational success. Disagreements between franchisees and franchisors about such social or economic issues potentially disrupt their cooperative equilibrium, whereas collaborations that prioritize shared socioeconomic values may facilitate successful long-term relationships. Using primary data, gathered through a survey of U.S. franchisees, the authors test a proposed model of franchisee performance. The structural equation modeling results reveal that socioeconomic values–based collaborations indirectly enhance performance, through their effects on customer relationship management cooperation and franchisor idiosyncratic investment. Control of local marketing mix …

Best Practices For Implementing Experimental Research Methods, Jennifer L. Stoner, Reto Felix, Ashley Stadler Blank

Marketing Faculty Publications

Experimental research methods have a long history across a number of different disciplines—including consumer research. Although experiments are just one of many alternative research methods, experiments are notable because they are the best way to establish causation. This makes experiments a powerful tool when researchers need to show cause and effect relationships. In this article, we provide best practices for implementing experimental research methods in consumer studies. Specifically, we discuss several important topics researchers need to consider when designing experiments, including developing hypotheses, operationalizing the variables (manipulated or measured), deciding on the research design (between-subjects, within-subjects, or mixed), selecting the …

Public Services Quarterly Marketing Column Index, 2013-2023, Katy Kelly

Roesch Library Faculty Publications

Public Services Quarterly (PSQ) is a journal published by Taylor & Francis focused on public services issues in academic libraries. The PSQ Marketing Column features essays about a variety of creative and innovative marketing strategies used to highlight collections or promote services in all types of libraries. Its purpose is to provide real examples of how libraries are using marketing and outreach techniques in interesting ways. The column offers practical insight from libraries engaged with marketing. In addition to marketing, the column also features essays on successful programs and events that promote the library.

Katy Kelly at the University of …

The Impact Of Proportional Remittances On The Macroeconomy: Analysis From An Overlapping Generations Model For The Philippines, John Paolo Rivera

DLSU Business & Economics Review

The discourse on micro-foundations linking microeconomic and macroeconomic principles to establish relationships in macroeconomic models have been increasing, one of which is through an Overlapping Generations Model. From its standard form, it has been extended to incorporate migration and remittances. We contribute to the discussion by introducing proportional remittances in the model and trace its effects on the trajectory of aggregate income, consumption, capital stock, and factor prices. Calibration results showed that increases in proportional remittances induce higher aggregate income, consumption, and capital accumulation paths, albeit varying degrees with respect to the elasticity of substitution between current and future consumption. …

Helping Youth Navigate Privacy Protection: Developing And Testing The Children's Online Privacy Scale, J. Craig Andrews, Kristen L. Walker, Richard G. Netemeyer, Jeremy Kees

Marketing Faculty Research and Publications

As children’s and teens’ internet use has reached record highs, the protection of their online privacy is a pressing issue for parents, consumer groups, social media firms, and federal, state, and international agencies. Even with strategies to help children protect their personal information, questions remain as to what children really know about the risks of interacting online. Thus far, much of the online privacy research has relied on subjective measures of adult beliefs and attitudes, which may not be predictive of children's online privacy behaviors. To address these issues, the authors develop and test a children's online privacy scale tapping …

Being Authentic On Social Media With Generation Z, Soyombo-Erdene Ariunbold

Theses

This paper discusses the evolving landscape of social media and the significance of authenticity on social media platforms for Generation Z. It emphasizes the rise of social media platforms, shedding light on their authenticity and the profound influence they have on users' mental well-being. The paper also highlights the necessity for content creators and brands to adapt by incorporating more unpolished content on social media platforms.

The final deliverable will include a detailed survey analysis of the content authenticity on BeReal application. The findings of this study will offer valuable insights into the increasing demand for authenticity on social media …

2023-July-01-Why I Teach Karen Brewster, University Marketing And Communication, East Tennessee State University

ETSU News

After a successful career working in professional theater companies across the country, Karen Brewster returned to her alma mater in 2000 to share her love of theater with students.

Now the chair of the ETSU Department of Theatre and Dance, Brewster teaches courses in theater history and theatrical design.

One of the highlights of her almost 25-year teaching career has been the opening of the ETSU Martin Center for the Arts, which also houses the Bert C. Bach Theatre, a black box studio theater. During the 2022-23 season, the Department of Theatre and Dance sold out every performance …

2023-July-01-Etsu's Center For Rural Health Research Releases Rd Annual Report, University Marketing And Communication, East Tennessee State University

ETSU News

Since its founding in 2019, East Tennessee State University’s Center for Rural Health Research in the College of Public Health has secured more than $12 million in funding from national, state and regional partners to research issues that impact our communities.

Over the past year, CRHR has added eight additional funding sources totaling $1.5 million. This is highlighted in the center’s third annual report, which was released this month.

A collaboration between Ballad Health and ETSU, with support from the state, the center was formally announced by Governor Bill Lee in 2019, as part of his efforts to improve the …

Managing The Creative Frontier Of Generative Ai: The Novelty-Usefulness Tradeoff, Anirban. Mukherjee, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

In this paper, drawing inspiration from the human creativity literature, we explore the optimal balance between novelty and usefulness in generative Artificial Intelligence (AI) systems. We posit that overemphasizing either aspect can lead to limitations such as hallucinations and memorization. Hallucinations, characterized by AI responses containing random inaccuracies or falsehoods, emerge when models prioritize novelty over usefulness. Memorization, where AI models reproduce content from their training data, results from an excessive focus on usefulness, potentially limiting creativity. To address these challenges, we propose a framework that includes domain-specific analysis, data and transfer learning, user preferences and customization, custom evaluation metrics, …