Marketing Commons^™

Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey

Electronic Theses and Dissertations

The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …

Boutique Staffing Firm Internship: How Ai Is Changing The Staffing Industry, Garrett Larsen

Finance Undergraduate Honors Theses

This paper explores my experience as an Accounting, Finance, and Recruiting Intern for a boutique staffing firm in Memphis, Tennessee during the summer and winter of 2022 and my research on the current uses and future implications of artificial intelligence in the staffing industry. Specifically, it delves into my goals for the internship, my weekly tasks during the internship, and my observations of the internship. Based on my use of artificial intelligence for email marketing during the winter portion of the internship, I research the current uses of AI in the hiring process and the potential uses for the future. …

Analyzing The Effect Of Sponsorship Disclosure On Social Media Influencer Contribution To Engagement In The Test And Measurement Industry, Todd B. Baker

Doctor of Business Administration (DBA)

Audiences are consuming digital content at an increasing rate, and they use social media as a substantial source of information on products and services. Businesses are leveraging influencer marketing to reach their audiences and create a pre-disposition to buy from their brands represented by these social media influencers. Marketers are likely to increase their investments in social media by 53.6% in the coming five years, placing greater attention on this topic for many business executives (Moorman, 2021). This quantitative study explored the varying forms of sponsorship disclosure cues and their effect on engagement rates for different influencer types in the …

An Analysis Of Tiktok's Digital Marketing Capabilities And Its Effectiveness For Brands And Businesses Across Different Industries, Katherine Jacome Guerrero

Theses

TikTok, a video-sharing social media site, has become one of the most popular platforms among digital natives. As a result of evolving globalization trends and unprecedented social changes, this platform has rapidly grown in popularity since its debut in 2016. TikTok has established an ideal setting to boost engagement by fostering a repetitive logic and enabling everyone around the globe to easily create and consume short videos. Although TikTok has capabilities similar to those found on other more established platforms, it has a distinct framework and platform culture refined by its predictive algorithm and user-friendly content interface. For this study, …

Creative Brief For Bliss Cupcake Cafe, Maggie Moore

Marketing Undergraduate Honors Theses

The baking and culinary industry is growing. In fact, in 2020, the market size of the global baking industry was $331.37 billion and is projected to reach $436.91 billion by 2026. Although the recent pandemic made those in the hospitality field struggle due to the canceling of special events such as birthday party gatherings, weddings, and holiday events, the industry is coming back stronger than pre-pandemic times through implementing new practices such as online ordering and delivery practices. With this, in the recent years, supply chain disruptors and inflation have caused materials and labor costs to increase and can be …

Getting Reel: A Quantitative Analysis Of Facebook & Instagram Reel Usage Among Small, Independent Clothing Boutiques In Fayetteville, Arkansas, Opefoluwa Desalu

Marketing Undergraduate Honors Theses

Small businesses have increasingly turned to social media platforms such as Facebook and Instagram to promote their business. According to Statista, in 2021, 66% of small businesses advertised through Facebook while 41% advertised through Instagram.

This research looked at how small, independent clothing boutiques in Fayetteville, Arkansas used Facebook and Instagram Reels to promote their businesses for the 2022 calendar year. Specifically: two research questions were considered: (1) Do small, independent clothing boutiques in this small college town use Facebook and/or Instagram Reels? (2) What engagement level, in terms of likes and comments, is associated with this usage?

The research …

Hershey/Walmart Internship Halloween Candy Assortment Proposal, Jackson Jones

Marketing Undergraduate Honors Theses

A closer look at a category management internship with The Hershey Company at their Bentonville, Arkansas office. This assesses the Hershey/Walmart relationship as well as an example of an internship project.

The internship project is a hypothetical proposal as to how the Walmart seasonal candy aisle should be merchandised during Halloween 2023.

Creative Brief For The University Of Arkansas Student Technology Center, Emma Sutherland

Marketing Undergraduate Honors Theses

Creative Brief for the University of Arkansas Student Technology to improve the awareness and quality of the center.

From Espresso To Frappuccino: Analyzing Starbucks' Business Plan For Entering The Italian Market, Cameron Demott

Marketing Undergraduate Honors Theses

Starbucks is a multinational coffeehouse chain founded in Seattle, Washington in 1971 (Starbucks, 2023). The company has become one of the world's most recognizable brands, with over 30,000 locations in 78 countries worldwide (Starbucks, 2023). The coffee house has a reputation for providing high-quality coffee, great customer service, and a unique in-store experience. Americans view Starbucks as the golden standard for coffee shops and admire the brand for its success. After establishing a strong presence in the market in the United States, Starbucks decided to go global. In 1996, the chain opened its first store overseas in Japan and then …

Business Plan For Destraal Bakery, Lauren Frazier

Marketing Undergraduate Honors Theses

Destraal Bakery is a bakery café that will offer patrons a space to slow down and treat themselves. Offering bread products and coffee, Destraal differentiates itself through product quality, shop atmosphere, delivery, and social responsibility. Destraal will eventually seek B- Corp status.

Located in West Colorado Springs, more specifically, Old Colorado Springs, Destraal will benefit from grants and loans offered to female entrepreneurs, high levels of tourism and foot traffic, and close proximity to the target demographic. In a growing industry, Destraal is forecasted to be profitable within the first year. The bakery café will achieve 14% profit margin in …

Just Be Happy?: Investigating The Role Of Joy In Influencer Marketing Campaigns Within The Fitness Industry, Grace Gill

Marketing Undergraduate Honors Theses

Influencer marketing has become exceedingly relevant with the rise of the digital age, difficulties of the attention economy, and successes of social media marketing. Clearly, influencer marketing can be advantageous for brands, however research is limited, and best practices are generalized. This particular research focuses on influencer marketing in the fitness industry and best practices for brands implementing fitness influencers. This paper specifically analyzes the emotion breakdown of fitness influencers’ content and the value of portraying joy through branded content to the success of these influencer marketing campaigns. Through comparing quantitative data collected from third-party platforms with data gathered through …

The Ethical Implications Of The Multi-Level Marketing Industry, Lauren Longworth

Marketing Undergraduate Honors Theses

The first multi-level marketing (MLM) businesses were created in the early 20th century and have seen a substantial increase in popularity during the COVID-19 pandemic due to their work-from-anywhere nature. Multi-level marketing is “the practice of distributing, selling or supplying products or services through various levels of independent agents” (Koehn, 2001, p. 153). As working from home became the norm in the past few years, MLM businesses promised financial freedom, a steady income, and opportunities for growth, all by working on the Internet. What was often less transparent is the likelihood of these independent agents making a profit. Distributors have …

Challenges And Recommendations For Disaster Response For The Medical Supply Chain: A Case Study Of Hurricane Laura, Anna Catron Lee

Marketing Undergraduate Honors Theses

There are many areas that need improvement in the medical supply chain when it comes to humanitarian disaster responses specifically related to hurricanes. The purpose is to provide an overview of the various factors and challenges in the medical supply chain that must be considered when responding to a hurricane disaster, focusing specifically on Hurricane Laura. Specifically, I focus on five key issues that I assembled based on the literature that must be taken into account when responding to hurricane disaster: (1) availability of resources, (2) inventory management control, (3) risk management strategies, (4) coordination among stakeholders, and (5) debris …

Crafting The Brand: Characterizing Consumer Perspective Of Brand Equity Among Microbreweries In Northwest Arkansas, Alyssa Johnson

Graduate Theses and Dissertations

Craft beer and craft breweries are on the rise across the United States and more importantly, in Arkansas. Throughout the past two decades, craft beer has gained popularity in the state of Arkansas as the number of craft breweries have risen across the state. However, there is currently little literature on how branding in craft breweries in Northwest Arkansas is used to gain and retain loyal consumers. This study aimed to add to the academic literature and provide practical recommendations to practitioners on how brand equity is built among craft breweries in Northwest Arkansas, using qualitative interviews. Marketing strategies of …

The Role Of Storytelling In Digital Brand Marketing: A Case Study Of Tennessee Hills Distillery And Brewstillery, Cassidy Blackwell

Undergraduate Honors Theses

This study evaluates the impacts of brand storytelling on customers of a craft brewery and distillery in East Tennessee. Brand storytelling is well researched, but has not been applied to niche sectors and customer response. The study consisted of a 15-question survey distributed to customers of Tennessee Hills Distillery and Brewstillery (TN Hills), and received 139 responses. The results were that despite a seeming trend of lack of engagement with the business, respondents value brand stories and can identify unique brand characteristics. Respondents’ answers reflected a personal connection with TN Hills, and connected the brand to grander ideals like the …

Lighting And Furniture In Higher Education: The Impact Of Classroom Environmental Features On Student Learning Perceptions, Robert Mcdonald

Honors Theses

Universities worldwide are undertaking extensive renovations and new construction projects to enhance their facilities. These efforts include upgrading flooring, repainting walls, purchasing new furniture, and updating lighting. With many outdated classrooms, institutions redesign older spaces and invest in more modern facilities to create comfortable and collaborative environments. Researchers and commercial manufacturers have studied the significant impact of classroom environments on students' mental well-being, perceptions, and learning performance. However, while research shows the effects of school environments on Pre-K - 12 students, limited studies have focused on the impact of classroom environments in higher education. This research aims to fill this …

2023-May-01-Our Appalachian Expertise Is Well-Recognized, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Center of Excellence for Appalachian Studies and Services has received a nearly $50,000 grant from the National Endowment for the Humanities (NEH) to begin developing an online, open-access version of its acclaimed Encyclopedia of Appalachia.  

 

The grant is part of $35 million in NEH grants awarded to 258 humanities projects across the country and is one of only five awarded in Tennessee. Dr. Ron Roach, director of the Center, will lead the project and serve as a general editor.  

 

“Our Center of Excellence is delighted to lead this multi-year project that will involve …

2023-May-01-Building Resilient Communities, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University will host a two-day conference this week aimed at building a more resilient community and creating a recovery ecosystem to help veterans struggling with substance use disorder.

The event, Sparking Resilience: How the Northeast Tennessee Region Can Forge a Recovery Ecosystem for Veterans, takes place from May 25-26 and is hosted by the Quillen College of Medicine’s Department of Continuing Education for Health Professionals. Continuing education credit is being offered.

“This is just the first step in a long journey to start building a more resilient recovery ecosystem for our communities that have been devastated …

2023-May-01-Need Inspiration? Read About These Rotc Grads., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Cadets in the Army ROTC Program at East Tennessee State University will be commissioned as second lieutenants later this week.

The 1 p.m. ceremony is in the D.P. Culp Student Center Auditorium, located on the first floor, on the university’s main campus on Friday, May 5. Speaking at the event is Col. Jerry E. Baird Jr., an officer with many commendations. He holds degrees from North Carolina State University, Mars Hill University and the U.S. Air Force War College. A recognized leader with service at the Pentagon, Baird has led more than 500 soldiers into combat. …

2023-May-01-Scholars Mostly Ignored Them. Until Now., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – From infertility and insulin resistance to depression and anxiety, those afflicted with polycystic ovary syndrome endure many unpleasant symptoms.

Scholarly literature has been mostly silent on the personal experiences of those who suffer from  this condition, known as PCOS.

“In writing this book, I felt an immense privilege to have been entrusted with the stories of the 50 individuals living with PCOS that I interviewed,” said Williams.

East Tennessee State University’s Dr. Stacey Williams aims to change that in “The Psychology of PCOS: Building the Science and Breaking the Silence,” a new book published earlier this year …

2023-May-01-Pepper On Patrol- Sit, Stay, 'Heal', University Marketing And Communication, East Tennessee State University

ETSU News

“At ETSU, we support the student as a whole,” said Dr. Alison Davis, interim director of the ETSU Counseling Center.

Among the many resources ETSU offers to support wellness is Sgt. Pepper, the university's emotional support dog. Pepper brings smiles to the faces of the people she meets on campus.

Students, faculty and staff also have access to a host of mental health and wellness resources, ranging from counseling services to financial aid. For more information, visit etsu.edu/counseling.

2023-May-01-Theres Just Something About Being In Nature, University Marketing And Communication, East Tennessee State University

ETSU News

The beauty of ETSU’s campus shines year-round, and as mid-spring inches toward summer, it grows ever more colorful! Students, employees, and members of the community can enjoy splashes of ETSU blue and gold, as well as red, white, purple, and pink as they stroll across campus.

Thanks to the hard-working Grounds and Landscape Department for planting, weeding, and watering the flower beds, planters, and hanging baskets that will grow even more lovely throughout the summer months!

Close-up of flower in a bed of begonias.

Petunias and other flowers in planter with blooming rhododendron in the background in front of Warf-Pickel …

A Consumer's Guide To Greenwashing, Katie Fowler

Marketing Undergraduate Honors Theses

Over the past 37 years since the term greenwashing was coined, there have been sparse attempts to regulate this deceptive environmental marketing. The Federal Trade Commission (FTC) created its Guides for the Use of Environmental Marketing Claims, also known as the Green Guides, in 1992. The Guides have been revised on three separate occasions – 1996, 1998, and 2012 – in an attempt to remain relevant with the proliferation of environmental marketing claims and trends. However, the Guides were created as interpretive rules that do not give the FTC the authority to enforce the regulations unless they can prove that …

Recruiting Gen Z: An Emerging Talent Internship Thesis At Petsmart, Emma Jewell Symancyk

Marketing Undergraduate Honors Theses

During the summer of 2021, I served as the Emerging Talent intern in Human Resources for PetSmart. While this internship was virtual, PetSmart is the largest pet retailer and is headquartered in Phoenix Arizona. I served as the Human Resources intern in Emerging Talent. The Emerging Talent team is responsible for recruiting and developing the future talent of PetSmart through identifying diverse top-caliber talent and positioning the organization as an employer of choice. Over the summer, I was tasked with developing a campus ambassador program for talent acquisition to increase diversity in the variety of roles and programs that Emerging …

Social Entrepreneurship And Its Impact On Women In Poverty., Allison Primm

Marketing Undergraduate Honors Theses

Poverty is a complex issue that will require complex solutions. There is a disconnect between the two as people living in poverty usually connect it to ideas of self-esteem, pride, and confidence. In contrast, people who aren't living in it will connect poverty to the lack of material possessions and more physical needs. Proposed solutions and ventures that seek to assist those living in poverty must consider that each individual living in poverty has a different situation. This paper will explore the effect that social enterprises have on Women in poverty by providing employment, training, and support. The company Trades …

Realizing The Good Despite Customer Mistreatment, Carissa Kim

College of Business: Dissertations, Theses, and Student Research

Unruly and rude customer behavior is on the rise. Estimates indicate that frontline employees experience ten episodes of customer mistreatment daily. Not only is customer mistreatment detrimental for the frontline employee (e.g., higher turnover, lower job satisfaction, lower well-being, and more), but also for customers that witness (e.g., emotional contagion) or engage (e.g., loss of morals) in these deviant interpersonal behaviors. Extending the body of research on customer mistreatment, my dissertation seeks to investigate silver linings or possible functional consequences of customer mistreatment. My dissertation draws from Emotions as Social Information (EASI) theory to investigate the outcomes of mistreatment in …

2023-May-01-Empowering The Next Generation Of Innovators, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Entrepreneurship Program is partnering with FoundersForge, a leading local entrepreneur center, and the Johnson City Chamber of Commerce, to host the inaugural High School Entrepreneur’s Boot Camp. This four-day summer camp runs June 26-29, and is open to students in grades 8-12, including home-schooled students at the equivalent grade level. 

  

The High School Entrepreneur’s Boot Camp happens on the ETSU campus from 10 a.m.-3 p.m. daily. This program aims to instill valuable life skills, innovative thinking and leadership qualities in participating students while providing them with the tools and resources to develop their …

2023-May-01-Etsu Board Of Trustees To Hold Special Called Meeting, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University’s Board of Trustees will hold a special called meeting on Friday, May 19 at 11 a.m. to discuss the budget for 2023-24 and other business as necessary.

The meeting will be conducted permitting participation by electronic or other means of communication if necessary. A livestream of the meeting will be available at etsu.edu/trustees/livestream.php.

When they become available, the agenda and accompanying materials for the meeting will be posted at etsu.edu/trustees under “Meeting Schedule & Materials.”

For more information, call 423-439-4317.  For disability accommodations, call the ETSU Office of Disability Services at 423-439-8346.

2023-May-01-Leaders In Primary Care, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University’s Quillen College of Medicine made a significant jump in this year’s U.S. News & World Report ranking of “Medical Schools: Primary Care,” moving from 65 in 2022 to 38 this year.

Quillen College of Medicine also ranked among the top-10 “Medical Schools with the Most Graduates Practicing in Health Professional Shortage Areas,” and was ranked 39^th in “Medical Schools with the Most Graduates Practicing in Primary Care.”

Among schools ranked in the “Medical Schools: Primary Care” category, ETSU ranked second in Tennessee and seventh in the Southeast. Schools are ranked based on faculty resources, academic …

2023-May-01-Level Up- Discover The Future Of Gaming, University Marketing And Communication, East Tennessee State University

ETSU News

ETSU Esports is forging a path in the collegiate gaming community, striving to come out on top as a leader in the industry. 

Esports is one of the fastest growing industries in the world, and by embracing this new modern athlete, ETSU is going beyond what was thought possible in the gaming industry. The esports team is focused on providing students with opportunities that will accelerate them in their future careers by allowing them to gain leadership, marketing, broadcasting, video editing and production experience.  

“Working in the esports industry and the general, online video production industry is something that I …