Marketing Commons^™

Bm-01 Marketing Research Tutoring Center, Roger Brian Herrera, Zachary Jennings, Shamarion C. Tubbs, Christina A. King-Johnson

SC Upstate Research Symposium

Marketing Research Tutoring Center

Spartanburg Methodist College is interesting in determining the perceived effectiveness of their tutoring center from both the students and faculty perspectives. There is a focus on ude the integration of drop-in tutoring, commuter culture and involvement, invested time results, students with time conflicts, and Intelligent Tutoring Systems.

Altogether, these subjects represent attributing factors that can help better understand the research question: Are there any issues that exist with our tutoring center that need to be addressed to increase attendance? For instance, with topics such as drop-in tutoring it was stated that attendance rates were increased and …

Bm-02 Spartanburg Methodist College: Evaluation Of Classroom Space Efficiency, Kahleag D. Terry, Drake A. Taber, Christina King-Johnson

SC Upstate Research Symposium

Spartanburg Methodist College: Evaluation of Classroom Space Efficiency

In 2019, Spartanburg Methodist College converted from a two-year to a four-year institution. As the college grows, more classrooms are needed to satisfy the course requirements for students. A research study was conducted to answer the following question: What is the best option to implement additional class times/locations for traditional undergraduate students for both student and faculty.

Through out the semester, the student researchers analyzed various types of data address the problems of space and later class time allocation opportunities. An evaluation of the last eight semesters class location and times were …

Please Don’T Label Me: An Examination Of Black-Owned Labels And How A Positive Consumer Activism Movement May Have A Negative Outcome, Khalia C. Jenkins

USF Tampa Graduate Theses and Dissertations

The Covid-19 crisis that began in 2020 brought to light many societal issues as people had time to sit and reflect. One of these issues is the systemic injustices against African Americans, which were highlighted after the death of George Floyd. This event re-ignited the Black Lives Matter movement amongst U.S. citizens of all races and within corporations. While some companies pledged to donate to various Black causes, others opted to empower Black businesses economically by supporting the Buy-Black Movement. One of the ways they are accomplishing this goal is by adding a Black-owned label to products and businesses. While …

Will Digital Fashion Be The New Normal In The Metaverse Era: Examining Consumers’ Perceptions Of Digital Fashion, Yanbo Zhang

LSU Master's Theses

Digital fashion might bring an innovative and revolutionary answer to address environmental and social issues in the textile and apparel industry because it could simultaneously deliver sustainability and fashionability. To stay in the lead in the fashion kingdom and maintain innovativeness, luxury fashion brands are embracing digital fashion. Instead of constantly balancing or trading off between exclusive values and accessibility, luxury brands could enhance both through digital fashion items. As such, investigating consumers’ perceptions and evaluations of digital fashion in general and luxury brands’ digital fashion in specific is critical to fueling digital fashion. Accordingly, the current research has twofold …

Artificial Intelligence For Marketers And Communicators, Garrison Feldman

Emerson Authors, Researchers, & Creators

This presentation explores different technologies within the artificial intelligence space for use by marketers and communicators. Technologies discussed include ChatGPT, DeepAI, Otter.ai, SurferSEO, Jasper, and Synthesia. The focus of this presentation is to go over the different technologies at a high level, and discuss possible use cases for professional marketers and communicators.

2023-March-24-'Mr. December' On Display At Reece Museum, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 24, 2023) – The life and experiences of artist, author and part-time adventurer William Nealy are highlighted in a new exhibit on display through June 9 at the Reece Museum on the campus of East Tennessee State University.

“Mr. December: The Life, Art and Experience of William Nealy … Illustrator and Outdoor Sports Cult Hero” is presented in association with the Nantahala Outdoor Center and may be viewed Monday-Friday from 9 a.m.-4:30 p.m.

Two special events are planned in conjunction with the exhibit.

On Saturday, April 1, from 1-3 p.m., ETSU’s Dr. Scott Honeycutt, who curated the …

How Feeling Like A Minority Affects Preferences For Autonomous Digital Interfaces, Ye Seul Kim

USF Tampa Graduate Theses and Dissertations

This dissertation examines the novel aspect of minority perception and how feeling-like-a-minority influences the consumption of digital interfaces in a service context. The focus on the perception of minority consumers is important given greater emphasis on minority-related issues catalyzed by recent social events. Examining the effects on the choice likelihood for digital interfaces such as service robots is also relevant given the increasing widespread use of such technology. The findings across eight studies including six online studies and two field experiments demonstrate that individuals who perceive themselves as a minority in a service setting show defensive behavior by choosing a …

2023-March-23-Meet The 2022-2023 Dr. Odle Scholar Morgan Thomas ('23), Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet this year’s recipient of the Dr. Brian Odle Scholarship, Morgan Thomas (’23), from Johnson City, Tennessee. 
 
Dr. Brian Odle, Associate Professor of Pharmacy Practice, came to ETSU Gatton College of Pharmacy in 2007. His unique teaching style combined memorable storytelling with practical knowledge. Dr. Odle was loved by his students, as well as faculty and staff. While Thomas didn’t get the opportunity to meet Dr. Odle in person before his passing on Feb. 15, 2021, she was able to interact with him over Zoom as a student in one of the last classes he taught at the college, which …

The "Catch-22" Of Amazon's Argument To Function As An Auctioneer: The Implied Warranty Of Merchantability, Kyle A. Batson

St. Mary's Law Journal

No abstract provided.

Exploring The Impact Of Negative Words Used In Online Feedback In Hotel Industry: A Sentiment Analysis, N-Gram, And Text Network Analysis Approach, Daniel Dan

Journal of Marketing and Consumer Behaviour in Emerging Markets

This study examines the words and situations that trigger and those that do not trigger a hotel response when customers post negative online feedback. The research explores, through sentiment analysis, bigrams, trigrams, and word networking, the valence of online reviews of five important hotels in Las Vegas. Only the feedback that has been categorized as negative by the algorithm is selected. In correspondence to this feedback, the existence of answers from the hotels is checked together with the response style. While the negative valence of the feedback can represent a mixture of subjective and objective emotions, there are common features …

Effectiveness Of Checkout Charities: Exploring Generational Differences, Shaylee R. Ferguson, Lauren Beverly, Jamye Foster

AMTP Proceedings 2023

As consumer-brand relationships continue to evolve, the role of cause-related marketing (CRM) is becoming increasingly complex (Mohr et al., 1998). A specific type of CRM, checkout charities, is becoming common in brick-and-mortar and online retailers (Sudbury & Vossler, 2021). Previous check-out-charity research has focused on consumer stress and cause fit while ignoring the influence of generational differences on perceptions and participation. Research has found that some generational groups differ in motivations for giving and donation expectations, thus impacting consumer behaviors in the context of checkout charities. Therefore, this study will attempt to answer the following research question: Do younger generations …

2023-March-16-Match Day Success 2023, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to all of our student pharmacists and alumni who matched!

Class of 2023:

• Jackie Aramburo: Fort Sanders Regional (Knoxville, TN))

• Dewey Belcher: Kettering Health (Dayton, OH)

• Regan Bell: LeBohneur Children’s (Memphis, TN)

• Maggie Bielski: Holston Valley Medical Center (Kingsport, TN)

• Taylor Coston: Prisma Health-Midlands (PGY1/2 Health System Administration & Leadership) (Columbia, SC)

• Candace Crawford: Baptist Health Corbin (Corbin, KY)

• Stephen Crispi: Cookeville Regional (Cookeville, TN)

• Lyndsey Hagood: Bristol Regional Medical Center (Bristol, TN)

• Nitin Joshi: Mountain Home Veterans Affairs Medical Center (Johnson City, TN)

• Hillary Little: VA Tennessee Valley …

Our Voices: Getting To Know Autism - Creating An Informative Website For Autistic College Students, Ashley Wagner

Honors Theses

This study was done in effort to understand the thoughts and feelings of autistic adults relative to life transitions and resources available. We surveyed key stakeholders; specifically autistic students, but also family/caregivers of adults. Six surveys were created, each based upon different themes: camouflaging, life transitions, managing mental health, overstimulation, social communication, and family and caregiver perceptions. Our surveys were marketed on Western Michigan University’s campus and through social media and are still ongoing. Trends in the data, however, suggest that overall autistics have concerns about how their disabilities impact life in or shortly after college. Many respondents expressed they …

Invited Case Study - Shreni: A Digital Platform For Business Resilience During The Pandemic, Rajashri Sai, Vanita Viswanath

Subsistence Marketplaces

We describe how community weavers and artisans who operated various Micro, Small, and Medium Enterprises (MSMEs) in Karnataka, India, during the pandemic, and how they were able to sustain and grow their business despite the challenges brought on by the pandemic. We used data from two rounds of surveys conducted by Shreni Samudaya[1], along with Impactree Data Technologies Private Limited. The textile industry recorded negative growth during the pandemic, with the smaller MSMEs experiencing the biggest losses. Despite numerous enterprises shutting down and facing heavy losses, weavers and artisans were able to sustain and upscale their business, reach …

Seeming Ethical Makes You Attractive: Unraveling How Ethical Perceptions Of Ai In Hiring Impacts Organizational Innovativeness And Attractiveness, Serge P. Da Motta Veiga, Maria Figueroa-Armijos, Brent B. Clark

Marketing & Entrepreneurship Faculty Publications

More organizations use AI in the hiring process than ever before, yet the perceived ethicality of such processes seems to be mixed. With such variation in our views of AI in hiring, we need to understand how these perceptions impact the organizations that use it. In two studies, we investigate how ethical perceptions of using AI in hiring are related to perceptions of organizational attractiveness and innovativeness. Our findings indicate that ethical perceptions of using AI in hiring are positively related to perceptions of organizational attractiveness, both directly and indirectly via perceptions of organizational innovativeness, with variations depending on the …

2023-March-15-Rotation Spotlight- Teri Templin ('23) South Texas Rehab Hospital, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Teri Templin ('23) from Graysville, Tennessee, who served on rotation at South Texas Rehabilitation Hospital with Preceptor Vanessa Ramirez, PharmD.

What did your day look like on rotation?
My daily schedule was 8:30 - 5 pm. Each morning, we have a meeting with other staff members to discuss patients. Throughout the day, I work on admission and discharge documentation, counseling patients, medication reconciliations, audits, drug info questions, preparing for and attending meetings (there are several within a week), and more! Dr. Ramirez will involve you in whatever she can to get you exposure to new things. You interact with …

2023-March-13-Acl Spring Classes Begin March 21, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 13, 2023) – East Tennessee State University’s Alliance for Continued Learning (ACL) will offer a wide range of classes and activities during its spring session that begins Tuesday, March 21.

Sessions are every Tuesday and Thursday through April 27 from 10 a.m.-noon in the upstairs meeting room at Food City, 940 N. State of Franklin Road.

To give new members an opportunity to become acquainted with the group, the ACL will welcome all participants to the opening session on March 21. Dr. Sharon McGee, dean of ETSU’s College of Graduate and Continuing Studies, will address the group, …

2023-March-13-Etsu Student Receives National Outstanding Student Award, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 13, 2023) – The American College of Emergency Medicine Physicians (ACEP) announced that William Miller, a fourth-year medical student at East Tennessee State University’s Quillen College of Medicine, is a recipient of the National Outstanding Student Award. This year, Miller is one of seven medical students receiving this national honor.

“We are so proud of William and his contributions to Quillen College of Medicine and the community,” said Dr. William Block, ETSU vice president for clinical affairs and dean of the college. “He has established himself as an emerging leader in emergency medicine – not just …

2023-March-10-Appalachian Diseases Of Despair Research Study Released, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 10, 2023) – “Appalachian Diseases of Despair,” a new report from the Appalachian Regional Commission co-authored by Michael Meit from the East Tennessee State University Center for Rural Health Research, finds that diseases of despair mortality had begun to decline between 2017 and 2018, but dramatically surged in 2020, likely due to the COVID-19 pandemic.

Between 2019 and 2020, the diseases of despair mortality rate increased by 24% in the Appalachian region and 20% in the non-Appalachian United States. In 2020, the rate was 37% higher in the Appalachian region than the rest of …

2023-March-10-Sbi Talk- Spirituality And Faith, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 10, 2023) – “Spirituality and the Faith Community: Key Components in Building Personal and Community Resilience” is the topic of an upcoming presentation in the East Tennessee State University Ballad Health Strong BRAIN Institute Resilience Series.

Rev. Dr. Sanghoon Yoo, founder of The Faithful City and the Arizona Trauma-Informed Faith Coalition, will be the guest speaker for the free virtual presentation on Tuesday, March 21, at 2 p.m. Participants may register for the Zoom link at tinyurl.com/4d6m93t2.

In his presentation, Yoo will discuss the role of spirituality in building resilience and how to develop effective collaboration …

2023-March-08-Rotation Spotlight Liz Holder ('23), Etsu Family Physicians Of Kingsport, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Liz Holder (’23), from Derby, Kansas. Her rotation experience was at ETSU Family Physicians of Kingsport with Dr. McKenzie Highsmith, preceptor and associate professor of Pharmacy Practice.

What did your day look like on rotation?

Each day we are able to work as an integrated part of the healthcare team. On a typical day, we work with the medical residents to see their patients at the beginning of each visit. We would update medication lists, answer any medication question the patient may have, and provide counseling on new or current medications. On Monday and Fridays we would participate in …

2023-March-08-College Of Nursing Hosting Inaugural Pattie Lathan Browder Lectureship, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 8, 2023) – The East Tennessee State University College of Nursing has announced the inaugural Pattie Lathan Browder Lecture to be held on Tuesday, March 21, from 11:30 a.m. to 12:30 p.m. in ETSU’s Martin Center for the Arts, Powell Recital Hall.

Dr. Patricia V. Burkhart will present the lecture titled “Nurses Live Their Stories as Caring, Competent Professionals.”

Burkhart is a pediatric nurse with a research doctorate in parent-child nursing and 45 years of nursing experience in pediatric clinical practice, teaching and research. She is professor emerita and associate dean emerita of  undergraduate faculty affairs and …

2023-March-07-Etsu Mentored Substance Use Research Training Program Underway, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 7, 2023) – East Tennessee State University launched its second cohort of the ETSU Mentored Substance Use Research (EMSUR) training program, designed to train substance use researchers across multiple disciplines in order to improve health outcomes in Central Appalachia.

A total of 14 ETSU graduate and undergraduate students were selected for the second cohort and are paired with a faculty mentor to train them in substance use research.

Seven faculty members are participating as mentors in the program, which is led by Dr. Manik Ahuja, assistant professor in the Department of Health Services Management and Policy in …

Open Textbook For Art 27, Nate Cooper

Open Educational Resources

Work in Progress - In the Spring of 2023, I will endeavor to work collaboratively with students to develop an open textbook for the Art 26: UX Visual Design course. As this class has only been offered once in the past and in general the UX courses are new at Kingsborough there isn't an obvious single authority on the subject. As a practitioner in the field professionally, I grow concerned that even if a solid text could be found in print that industry changes happen so frequently that the only helpful authority will need to be a dynamic work. Hence, …

2023-March-07-Etsu Offering Overnight Pharmacy Camp June 5-9, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 7, 2023) – Students interested in learning more about the pharmacy profession can attend the GattonRx Summer Camp at East Tennessee State University Bill Gatton College of Pharmacy, an overnight camp on June 5-9. Registration is $200, and the deadline to apply is April 10. Scholarships are available for students who currently receive free or reduced school lunches or need assistance.

The camp is open to rising high school juniors, seniors and college students. Other levels may be considered on an individual basis.

Activities include:

• learning about the pharmacy profession from experienced, caring faculty,
• conducting patient …

What’S Gender Got To Do With It? Beyond Binary Gender In Market Research Resources, Amanda Pirog

Midwest Business Librarian Summit (MBLS)

No abstract provided.

Engaging Gen Z Through Humor, Wendy Gillis, Fred Pozin

AMTP Proceedings 2023

ABSTRACT

The current generation of undergraduate students in the classroom (Gen Z) is the loneliest generation in the U.S. (Twenge, 2017), and they know it. What are they spending time on? Their phones. What are they not spending time on? Time with friends (Twenge, 2017). Gen Z has more of a life online versus offline, yet Gen Z yearns for in-person interaction, and the pandemic has only made it worse. The authors’ advice? Tell a joke. By combining theories from psychology, management, and marketing, this conceptual paper explores the relationship between humor, trust, and persuasion.

Role Of Social Media On Travel Destination Decision-Making: Young American’S Motivation, Attitude, And Behavioral Intention, Wooyang Kim, Dale A. Cake, Hyun Sang An

AMTP Proceedings 2023

This study aims to examine how social media influences American Millennials’ and Gen Zers’ travel destination decision-making process in an integrative theoretical framework of the Uses and Gratification Theory and Theory of Reasoned Action. Young generations, who desire escapism and entertainment in order to relax through their everyday lives, are looking for value brought to their lives from vicarious out-of-routine experiences through social media, which engenders process gratification. This process evokes the desire to experience and explore the destination they viewed on social media, inducing vicarious pleasure that leads to affective responses toward the travel destination. Notably, a positive …

Secondbrand Exchange: When Traditional Retail Brands Resell Used Products, Peter Silverstein, Catherine Armstrong Soule, Sara Hanson

AMTP Proceedings 2023

This paper explores the novel context of secondbrand exchange, wherein traditional “firsthand” retail brands directly engaging in the reselling of their own previously used items. This research is the first to investigate how and why traditional brands engage in secondhand activities and to consider the influence of this strategy on consumer judgements about new products, used products, and the brand. The authors outline four consumer motives (frugality, sustainability, fashionability, and durability) for purchasing used items that are mapped onto strategic positioning for secondbrands. A framework of item transformation is introduced from refresh to renew to remake. Next, using brand extension, …

Margin Variance Analysis For Informing Customer Engagement Strategy, Timothy J. Smith

AMTP Proceedings 2023

A margin variance analysis measures the sources of difference in gross margins between pieces of business within a larger set of business. When the piece of business is defined as the the total sales to an individual customer over a period of time, sales and marketing managers can use this analysis to define customer specific engagement strategies to improve customer profitability. In this paper, we clarify how customer engagement strategies can be driven by a margin variance analysis, provide derivations of two equally-valid forms of a simple customer margin variance analysis, and demonstrate the margin variance analysis and the development …