Marketing Commons^™

How To Succeed In Business: An Analysis Of Entrepreneurship And Small Business Ownership, Alexandria Henderson

Undergraduate Theses

A recent rise in small business ownership, along with the subsequent advent and universality of social media usage, presents unique opportunities for these businesses to grow and thrive. This thesis project will analyze the success of various marketing tactics on sales in a small business selling handmade products. It will identify challenges and benefits of venturing into entrepreneurship for a full-time college student. Different business models will be described and compared through a survey of business owners. Ultimately, a detailed business plan will be outlined. At the completion of this thesis, a creative project in collaboration with the Bellarmine University …

A Continuation Of The Differentiation Of Transit Agencies And Their Funding In The United States, Hannah Stapp

Undergraduate Honors Thesis Projects

This paper explores the role of efficiency, and effectiveness, measured in relation to the differentiation of public transportation agencies operating in the United States with a bus mode. Data is gathered from the National Transit Database (NTD) from 2015-2019, at the agency level. A k-means clustering approach is used to determine how these ratios segment agencies in the market. After agencies are classified into three groups, a discriminant analysis is done to affirm the distinctiveness of the solution. Next, an Ordinary Least Squares (OLS) regression model is run each year to investigate whether or not the ratios used to form …

Insights Into The Accuracy Of Social Scientists’ Forecasts Of Societal Change, Sangsuk Yoon

Management and Marketing Faculty Publications

How well can social scientists predict societal change, and what processes underlie their predictions? To answer these questions, we ran two forecasting tournaments testing the accuracy of predictions of societal change in domains commonly studied in the social sciences: ideological preferences, political polarization, life satisfaction, sentiment on social media, and gender-career and racial bias. After we provided them with historical trend data on the relevant domain, social scientists submitted pre-registered monthly forecasts for a year (Tournament 1; N = 86 teams and 359 forecasts), with an opportunity to update forecasts on the basis of new data six months later (Tournament …

2023 Strategic Plan For The Meat Shed, Trey Meyers

Graduate Student Creative Works

At the end of June 2022, the author began the process of establishing client relations with a local business in Pittsburg, Kansas, The Meat Shed. One of the co-owners, Matt DeMoss, agreed to let his establishment be a client for a graduate project. After initial meetings. The Meat Shed was seeking to expand their brand identity to potential stakeholders of the Pittsburg community and the surrounding areas. This idea from the client sparked the interest of the author to create a strategic plan to assist in increasing awareness and engagement between stakeholders and the client. In this strategic plan the …

2023-April-01-Staying On Track Has Benefits, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY - Registration for summer session courses at East Tennessee State University is now open. Enrolling in summer courses provides students with opportunities to stay on track or get ahead in their coursework.  

With over 1,200 courses available during the term, students can enjoy the convenience of choosing from a variety of formats, including general education courses, online, study abroad and many more. Probability and statistics, anatomy and physiology, public speaking and macroeconomics are a few courses offered, among a myriad of others.  

Six sessions will be available, with dates for each session running between May 15-Aug. 11. During …

2023-April-01-Etsu's Spring Literary Festival Happening Soonetsu-, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Filled with engaging presentations and audience question-and-answer sessions, East Tennessee State University’s annual Spring Literary Festival is this month.

“This year’s Spring Literary Festival at ETSU promises to be one of our most memorable ever with our keynote Jack Higgs Memorial Reader Daniel Wallace offering us the world premiere of his new memoir, ‘This Isn’t Going to End Well.' The book’s release date is one day before his visit, so attendees can get a hot-off-the-presses copy at the festival and have it autographed,” said Dr. Jesse Graves, ETSU’s poet-in-residence. 

The festival runs Wednesday-Thursday, April 12-13. All events, …

2023-April-01-Etsu Health Launches Professional Leadership Academy, University Marketing And Communication, East Tennessee State University

ETSU News

This week, ETSU Health launched the ETSU Health Professional Leadership Academy, which aims to equip participants with the skills and knowledge to accept and thrive in leadership roles. 

The academy’s 30 participants represent the clinical and academic components of ETSU Health, including all five of East Tennessee State University’s health sciences colleges and Ballad Health. They will spend the next six weeks engaging in leadership development activities, including practical leadership challenges and one-on-one coaching, culminating in a recognition ceremony on May 9.

Sessions will be held throughout the region, and will feature an array of speakers, including ETSU President Dr. …

2023-April-01-Obstacles, Victories And Defeats - Tell Your Story, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University invites the public to the final Re-Generation Story Slam of the season at 7:30 p.m. on Friday, April 28, in Johnson City. 

“Our last story slam of the Spring 2023 season promises to be one of the most exciting,” graduate assistant and event producer Cory Howard said. 

Happening at The Down Home, located at 300 W. Main Street, this month’s theme is “Quests.” All in attendance are invited, but not required, to submit their names into a random drawing to be selected to tell personal stories about long journeys, impossible obstacles, stunning victories, …

2023-April-01-They Burrowed And Dug Even Swam Five Million Years Ago, University Marketing And Communication, East Tennessee State University

ETSU News

Headlines coming out of the Gray Fossil Site and Museum, where a one-of-a-kind ancient ecosystem nearly five million years old is preserved, have focused on the larger fossilized animals like rhinos and red pandas. 

 

But researchers have been paying more attention to the tiny creatures that once roamed the hills and valleys of the present-day Appalachian Highlands.

Lower jaw fossil

A new study published in Palaeontologia Electronica is the first to analyze the fossil moles of the site. By comparing fossil bones and teeth with other living and extinct mole species, the researchers identified four different types of extinct …

2023-April-01-A Name Says A Lot - This One Does Too, University Marketing And Communication, East Tennessee State University

ETSU News

Writing not long after the end of World War II, author David Sinclair Burleson noted that what was then East Tennessee State College (ETSC) had always aimed to assist the region while at the same time evolving with changing times.  

 

“While from its beginning in 1911 the school has sought to adapt itself to conditions in the area and thereby render its best service,” wrote the longtime ETSC professor and dean, “yet the administration has kept in mind that changing conditions make new demands and call for growth and development internally as well as externally.” 

 

Such a conviction has guided …

2023-April-01-Etsu Professor Awarded For Research On Infants With Neonatal Abstinence Syndrome, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University assistant professor Dr. Kara Boynewicz has been awarded the American Physical Therapy Association’s Academy of Pediatric Physical Therapy Dissertation Award for her research of motor development and neurobehavior in infants with neonatal abstinence syndrome.

Boynewicz studied hospitalized infants for the first two weeks of their life. Her research uses standardized outcome measures to determine the effects of prenatal opiate use on newborns to better understand early brain development for early identification of developmental delays.

“I was in shock when I won the award, as there are many P.T.-Ph.D. programs across the country who produce high-quality researchers,” …

2023-April-01-A Space To Be Authentically You, University Marketing And Communication, East Tennessee State University

ETSU News

Located in the D.P. Culp Student Center, the ETSU Pride Center is an open and welcoming space for all students, staff and faculty to find their sense of belonging on campus.

Jordan Bond comments on finding the Pride Center saying, “It is where I found the best friend group I’ve ever had.” 

The Pride Center is committed to providing a safe space for anyone to be themselves, learn about the LGBTQ+ community and access support resources.

Learn more about the Pride Center here.

2023-April-01-What Are The People Of Breathitt Left With?, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY — A pair of East Tennessee State University graduate film students, Patrick Cooley and Jake Higgs, have created and produced a new documentary exploring Breathitt County, Kentucky, after significant flooding occurred in summer 2022.

The film’s accolades are impressive.  

“When the Water Goes Down” has been accepted to Tennessee Film Nights; the Southern Studies Conference at Auburn University in Montgomery, Alabama; and the Story? -  International Student Documentary Festival in Cork City, Ireland. The documentary was written about and published in Appalachian Places.

“With the news vans packed up and onto the next natural disaster, what are …

2023-April-01-A Golden Opportunity For A Reunion, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Graduates of East Tennessee State University’s class of 1973, as well as all former Golden 50s Club members, are encouraged to attend the Golden 50s Reunion on May 5 and 6. ETSU President Dr. Brian Noland will host the groups during the two-day spring weekend extravaganza. 

On Friday, May 5, registration at the James and Nellie Brinkley Center (formerly Millennium Center) ballroom begins at 9:30 a.m. The reunion groups will tour the campus and the Johnson City area to see changes that have taken place since these graduates left the university. 

During a special reunion brunch, …

2023-April-01-A Sincere Commitment To Our Mission, University Marketing And Communication, East Tennessee State University

ETSU News

Last week during the quarterly meeting of the ETSU Board of Trustees, our staff presented the results of the recent State of the University Survey. I was pleased — but not surprised —  to see that students, faculty, and staff overwhelmingly rated East Tennessee State University as a strong community with a positive and supportive atmosphere. Perhaps even more importantly, survey respondents were nearly unanimous in saying they believe ETSU is fulfilling its charge to improve the quality of life for people in the region and beyond.  

This steadfast commitment to our mission is one of the best …

2023-April-01-Former Attorney General Coming To Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – John Ashcroft, a former United States attorney general, is coming to Johnson City.  

He will be the keynote speaker at East Tennessee State University’s Pre-Law Society and Pi Sigma Alpha end-of-year banquet.  

John Ashcroft, a former United States attorney general

“It is a true honor to include a keynote address from former United States Attorney General, the Honorable John Ashcroft. We are excited to share our beautiful campus and community with Attorney General Ashcroft and to hear about his experience as a lawyer, public servant and the chief law enforcement officer of the United States,” said Michael …

2023-April-01-Hitting The Right Note, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Most graduating students look forward to leaving the books, papers, projects and exams of college behind and jumping into their chosen careers, but East Tennessee State University senior Lydia Hamby plans a different path.

Hamby, who graduates Saturday, May 6, with a bachelor’s degree in human services and a minor in bluegrass music, came to ETSU as a junior right out of high school after earning an associate degree through dual enrollment from McDowell Technical Community College (MTCC) in Marion, North Carolina.

Hamby grew up in Marion in a family that loved music. Her sister began playing …

2023-April-01-She's Going To Africa. Then She Will Help Refugees., University Marketing And Communication, East Tennessee State University

ETSU News

An East Tennessee State University student will spend time in Tanzania this summer thanks to a prestigious scholarship.

ETSU’s Jessica Potter, a child psychology major and University Honors scholar, will study Swahili in the East African country from mid-June through early August. 

“We are so proud of Jessica and what she has accomplished,” said Dr. Christopher Keller, senior international officer at ETSU and dean of the Honors College. “Jessica has worked hard and is very deserving of this. The award is a perfect fit to help her realize her personal and professional goals in the non-profit and NGO (non-governmental …

2023-April-01-Day Of Giving Beyond Limits To Opportunities, University Marketing And Communication, East Tennessee State University

ETSU News

Learn more about Day of Giving
The first time Atlanta native Kendra Whitehurst visited East Tennessee State University was for a track meet in high school. She never dreamed she would be back.

“I had never heard about this school and had never thought about coming here, but a year later, I got a recruiting call from the track coach, and that was the beginning of my journey toward getting clarity about what I wanted,” Whitehurst said. “I’m from metro Atlanta, and I knew I wanted something different because I had been there so long and needed a new environment …

Marketing Orientation: A Longitudinal Study Of Community Banks, Stephen C. Carlson, Gerald Sullivan, Susanna Warnock, Margaret Ryder

Atlantic Marketing Journal

Marketing orientation has long been touted as a means of improved business performance and a key to success in marketing management (Kotler, Keller & Chernev, 2021). This is a longitudinal study of community banks examining marketing orientation and business performance using a survey instrument based on the work of Narver and Slater (1990) and Kohli and Jaworski (1990).

Four survey datasets cover the period preceding the Great Recession (2003-2005), the Great Recession and its fallout (2008-2010), a Post–Great Recession period (2014-2016), and the COVID-19 period (2020). Survey responses were gathered from a selected set of community bank CEOs in the …

Hard Seltzers In Europe: A Sparkling Opportunity? An Analysis Of The Market Potential For Hard Seltzers In Europe, Amanda R. Harper

Senior Theses

This thesis seeks to uncover the potential for the hard seltzer category in the European alcohol market. First, through secondary research, it establishes the conditions of entering the European alcohol market by looking at the challenges of entering markets abroad, the challenges of entering the European market, and the history and current state of alcohol in Europe. Second, this thesis will analyze the history and characteristics of the hard seltzer category. This will include profiles of seven key brands: White Claw, Truly, Bud Light Seltzer, Vizzy, Topo Chico, Mike’s Hard Seltzer, and Pure Piraña. Next, this thesis will analyze primary …

Light Bulb Moments: Where Do Student Entrepreneurs Get Their Ideas, Stern Neill, Mark Bieraugel

Marketing

Understanding how to support creative ideation is an important, yet, elusive, issue for marketing educators. To shed light, this study proposes ideation as a malleable state influenced by “outside-the-brain” resources. By examining venture concept ideation, this study captures the ideation–environment relationship using experience sampling to tap into the daily lives of student entrepreneurs. The findings identify how entrepreneurial ideas emerge from specific external interactions and engagements, which are contextualized using two Japanese conceptualizations of space, ba (場) and ma (間). The results inform both marketing education and entrepreneurial marketing.

Heritage Products, National Dishes And Consumer Identity, Monisha Das Dr,

AMTP Proceedings 2023

Food and agriculture is at the heart of the 17 Sustainable Development Goals, beginning with Sustainable Development Goal (SDG) 1: End poverty, and Sustainable Development goal (SDG) 2: End hunger. In this paper, the researcher explores data from FAO and WHO surveys conducted over ten years. The researcher applies various interdisciplinary approaches and references the theory of planned behavior to explain the resilience, especially of hedonic aspects of food diets in the context of the living heritage of national dishes. The research references Vavilov’s botanical centers of origin and dispersion to capture the biogeographic underpinnings of global cuisine. The findings …

Could Brand Tribes Facilitate Transformation Of Their Members?, Saeed Shobeiri, Jean-Luc Bernard

AMTP Proceedings 2023

This research aims to determine whether brand tribes could provide their members with transformational benefits. It investigates, for one of the first times, the link between two key concepts of brand tribalism and customer-level transformation. By looking closely at the individual-level outcomes of joining brand tribes, this research complements a large body of past research that has mostly emphasized collective nature of tribalism. We conducted a self-administered online targeted survey undergraduate and graduate students of a large North-American university about their preferred brand of smart phone. The results, brand tribalism was found to be a major antecedent of transformational experiences …

The Effect Of Ordering Method On Consumer Return Intentions, Garrett M. Kemp, Laura Boman

AMTP Proceedings 2023

With the rise of Covid-19, mobile ordering has become one of the most popular ways to get food. At its height, Covid-19 caused restaurants to shut down and forced businesses to move to a more mobile and delivery-friendly plan. Now, venues for concerts, large events, and sports have started to offer the option of mobile ordering food to be delivered directly to your seat. Mobile ordering has made the food service industry even more accessible; however, it has also brought to light the issue of tipping. Traditionally, tipping was only done at full-service restaurants. Now, businesses like Starbucks, Mcdonald's, and …

Physical And Emotional Impact Of Lighting Conditions In Higher Education Classrooms, Robert P. Mcdonald, Gallayanee Yaoyuneyong

AMTP Proceedings 2023

The literature review shows that researchers in different fields have long explored the impact of the physical classroom environments (e.g., lighting, temperature, classroom layout, and furniture) to identify the ideal classroom environments. When the lighting condition is poor (i.e., light levels below standards), it can cause drowsiness, leading to lower concentration and motivation, and elevated student stress. However, most studies focused on K-12 learning environments. Therefore, this study aims to specifically focus on the lighting conditions in educational facilities around a university campus in the Southeastern United States and to explore whether these lighting conditions impact students’ mental well-being, their …

Brand Me: How Linkedin Training Improves Personal Branding By Influencing Self-Esteem And Job Search Self-Efficacy By Generating An All-Star Profile, Christopher Leo, Timothy Halloran, Carlos Valdez, Leslie Connell, Jennifer Morin

AMTP Proceedings 2023

This article considers how LinkedIn training in the form of a workshop can improve a professional's personal brand by influencing self-esteem and job search efficacy by developing a LinkedIn All-Star Profile. Self-esteem and self-efficacy are two of the most highly researched social and vocational psychology aspects. While there has been some research on the impact of non-technological workshops, there needs to be more research on the effects of workshop training in these two variables on employee personal brand on social media.

Personal Brand Equity In Linkedin: Impression Management As An Antecedent And Behaviors As Consequences, Carlos Valdez, Jorge Villegas, David Penn

AMTP Proceedings 2023

This research explores how Personal Brand Equity in professional social media is influenced by impression management and the online behaviors of users of this social media platform. Using a path analysis, the relationship between Impression Management and Personal Brand Equity was, as expected, strong and positive. The paths between brand equity and frequency of behaviors such as use of LinkedIn to network were significant and strong while other behaviors such as frequency of use of LinkedIn to ask for recommendations were not significant. The contribution of this paper is to be the first to analyze this relationship to understand better …

Noodz: A Strategic Communication Plan For A Startup Restaurant Targeting The College Market, Payton M. Fronapfel

Senior Theses

Advertising has evolved significantly throughout the past decade, lending to the current usage of direct response, social media, and online methods of advertising. Considering how these tactics have changed in recent years and how restaurant marketing, specifically, changes in response to a college demographic, companies must consider more in-depth communication plans. This thesis will identify the most effective methods of marketing restaurants in the United States and determine how a college demographic changes the techniques utilized in marketing communication plans. Furthermore, this thesis will develop a comprehensive strategic communication plan for a new Asian restaurant, Noodz, located in Columbia, South …

Covid Time: How Quarantine Affects Feelings Of Elapsed Time, Minju Han, Guy Voichek, Gal Zauberman

Research Collection Lee Kong Chian School Of Business

The lockdowns imposed in response to the COVID-19 pandemic abruptly upended people's lives and daily structure. In this survey of 1,506 Americans conducted in June 2020, we test how quarantine affects feelings of elapsed time (the subjective temporal distance from an event). We find that feelings of elapsed time are determined either by how people spent their time in quarantine or by how much time since an event was spent in quarantine, depending on whether people are still in quarantine at the time of evaluation. Specifically, whether people quarantined alone and the extent to which they maintained a temporal structure …