Marketing Commons^™

2024 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2024.

Zero Textbook Cost Syllabus For Mkt 3000 (Marketing Foundations), Ram Bezawada

Open Educational Resources

This course is designed to introduce business students to the fundamental concepts and principles of marketing. The knowledge you gain in this course should help you understand how well-thought out and carefully implemented marketing strategies can help businesses succeed in a competitive environment. This understanding and skills you will have to practice in this course (i.e., analytical, and oral/written presentation skills) will help you to become a more valuable employee whether you choose a career in marketing or in other fields.

For students majoring in marketing, this course will provide the foundations for more advanced courses and work experience. For …

Sales Team Value Co-Creation In Turbulent Markets: The Role Of Team Learning And Agility, Eddie Inyang, Omar S. Itani, Hayam Alnakhli, Juliana White

Marketing Faculty Publications

Value co-creation has emerged as a way for organizations to gain a competitive advantage and differentiate themselves from the competition. In the literature, a positive link has been found between value co-creation and firm performance. However, the impact of sales team value co-creation on performance has been largely unexplored. This study explores drivers of value co-creation by sales teams and its performance outcomes, with market turbulence as a contingency factor. Using a sample of 201 salespeople in 24 sales teams, the results indicate that when sales teams co-create value with customers, they can increase their sales performance. This effect is …

Busn 3125: Principles Of Selling, Ngoc Cindy Pham

Open Educational Resources

Course Objectives: 1. Define the Selling Process: Understand and apply the selling process to various forms of sales, including personal, professional, and digital sales. 2. Identify Communication Elements: Recognize and utilize the key components of the communication process between buyers and sellers in business, focusing on clarity, persuasion, and relationship building. 3. Examine Ethical and Legal Aspects: Analyze ethical issues and legal restrictions in American business that impact sales practices, ensuring compliance and integrity in all sales activ

Business 3100 Principles Of Marketing, Ngoc Cindy Pham

Open Educational Resources

This course covers the fundamental concepts of marketing, including product development, promotion, pricing, and distribution. It focuses on understanding and applying basic marketing principles within the context of the marketing system and the markets available.

Busn 3140: Consumer Behavior, Ngoc Cindy Pham

Open Educational Resources

We will explore consumer behavior, focusing on its influence in your life, business strategies, policy making, and society. Our emphasis will be on understanding and analyzing how consumers acquire, use, and dispose of products. In other words, we will examine the ways consumers think, feel, and interact with retail environments, products, services, brands, and ideas.

Digital Marketing And Consumer Consumption Of Breast-Pumps On Social Media, Leanne Clark

Theses

A breast pump brassiere, designed to provide hands free experience for the mother when collecting mother's milk, and which integrates various operative components in the category of a micro pump, at least one suction cup, and a milk reservoir, preferably within each cup, to provide for hands free collection of expressed milk, as desired and required by the mother for use in the feeding of her infant.

Symmetrical And Asymmetrical Approaches To Brand Loyalty– The Case Of Intelligent Voice Assistants, Wei He, Catherine Prentice, Xuequn Wang

Research outputs 2022 to 2026

This study investigates symmetrical and asymmetrical relationships among intrinsic needs, consumer engagement, attachment, and brand loyalty in the case of intelligent voice assistants (IVAs). Conducted with IVA users in the United States, the research employs structural equation modelling (SEM) to examine direct, linear relationships and fuzzy-set qualitative comparative analysis (fsQCA) for exploring complex, non-linear relationships. The findings indicate that psychological needs, consumer interactions with IVAs, and emotional bonds significantly influence brand loyalty. Furthermore, the fsQCA method reveals that various combinations of these factors contribute to brand loyalty in distinct ways. This study advances the literature on consumer behaviour and branding …

Commercial Friendships In Pubs: Defining The Quality, Levels, And Process, Sake Jan Velthuis, Ondrej Mitas, Erwin Losekoot, Marcel Bastiaansen

Research outputs 2022 to 2026

This research explores commercial friendship within Dutch pubs, focusing on the transition from transactional to personal interactions between bartenders and guests. The study uses semi-structured interviews and thematic analysis to reveal that commercial friendship shares many similarities with non-commercial friendship but differs in important aspects. We found six levels of commercial friendship that range from minimal interactions, categorized as 'guest,' to deep, personal connections identified as 'best friend.' We identified three dimensions of commercial friendship quality: activities, self-disclosure, and social support. A critical finding is the 'tipping point'—a stage in the relationship development where interactions shift from professional to personal, …

The Impact Of Online Behavioral Advertising On Consumer Attitude And Impulse Buying: The Moderating Role Of Privacy Concerns, Elisa Legros, Yoonju Han, Jeong Eun Park

Asia Marketing Journal

Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating influence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our findings, derived from a series of linear regression models, reveal that OBA significantly affects consumers' impulse buying, with this effect mediated by consumers' attitudes toward OBA. Moreover, consumers' …

Do People Really Care If It's Phygital Retail? Exploring The Relationship Between Customer Experiences And Customer Behaviors, Limei Liu, Seong Ho Lee

Asia Marketing Journal

Phygital is an approach that integrates digital technology into physical retail spaces to provide innovative and interactive customer experiences. As this approach becomes more widespread, understanding its effects on consumer behavior is crucial. This study aims to bridge this gap by investigating the factors that influence cognitive, emotional, technological, sensory, and social experiences in phygital retail. It also seeks to understand how these factors influence customer engagement, ultimately impacting customers' patronage intentions and recommendation intentions. The study surveyed 380 customers in China who had experienced phygital retail. The results show that various dimensions of customer experience influence customer engagement, with …

Reuse Intentions For Carsharing Services: A Hierarchical Model Of Perceived Benefits, Risks, And Individual Differences, Bo Liu, Sang-Eun Byun, Sookeun Byun

Asia Marketing Journal

This study employs a hierarchical component model to examine reuse intentions among experienced carsharing service users in South Korea, focusing on how various perceptions of benefits and risks impact their decisions. It also explores the influences of self-efficacy, gender, and service usage experience on these perceptions and reuse intentions. Findings highlight that male users are primarily driven by functional benefits such as accessibility and convenience, whereas female users are more responsive to hedonic benefits. Users with high self-efficacy prioritize economic benefits, whereas those with more usage experience prioritize functional benefits. Additionally, social risks significantly deter reuse intentions predominantly among male …

From Limited Control To Green Empowerment: The Motivational Synergy Of Fresh Starts In Predicting Environmental Action, Seon Min Lee, Seungwoo Chun

Asia Marketing Journal

This study leverages group-based control theory to explore how fresh starts reinvigorate consumers with low motivation to engage in collective environmental efforts. Typically, individuals with low control over their circumstances show less inclination toward collective goals. However, fresh starts can enhance the influence of perceived control on collective environmental engagement, with global identity mediating this relationship. This hypothesis was supported by two empirical studies. The first study analyzed data from 10,430 corporate participants in an energy-saving initiative, revealing that smaller organizations, which likely experience lower levels of control, made substantial energy-saving efforts early in the year, although this effect diminished …

The Impact Of Model Pose On Consumer Perceptions Of Price: A Perceived-Power Perspective, Jeonggyu Lee, Dong Hoo Kim

Asia Marketing Journal

This study examines how a model's pose that signals power influences consumers' recall ability of price information in advertisements. To extend prior findings on social judgments, we suggest that the direction of consumers' gaze and willingness to pay attention to the model vary depending on the model's pose. Study 1 explores how consumers' perception of the power of the model affects their price recall ability. In particular, consumers demonstrate better price recall for items displayed at the bottom of the ad when the model adopts a powerful pose and items displayed at the top when the model in the ad …

Influencer Authenticity: To Grow Or To Monetize, Cristina Nistor, Matthew Selove, J. Miguel Villas-Boas

Business Faculty Articles and Research

Social media influencers can grow their number of followers by endorsing products that are authentic for their social media persona or, alternatively, monetize their followers by endorsing a wider variety of products. We develop a dynamic model in which an influencer continuously decides whether to be authentic as she balances increasing awareness with generating revenues from sponsored posts. We derive conditions in which the influencer is authentic during an early growth phase, but she becomes inauthentic once a large enough fraction of potential followers are aware of her. Celebrities become inauthentic at a lower awareness level than pure social media …

Climate Smart Agriculture, J. David Aiken

Cornhusker Economics

There are several programs encouraging producers to reduce their carbon intensity, including United States Department of Agriculture climate-smart agriculture programs, the 2024 Nebraska Climate Action Plan, and the 2024 Nitrogen Reduction Incentive Act. The hope is that producers with lower carbon intensity (CI) scores will receive a premium for their products. Producers would be well advised to learn more about these programs, as reducing carbon intensity in agriculture seems to be an emerging agricultural policy trend that will be with us for some time to come.

Shelf Space Strategy In Alcoholic Beverage Retail: Analyzing The Impact Of Shelf Facings On Sales Performance And Consumer Behavior, Jesse Core

Dissertations

The alcoholic beverage industry faces intense competition and regulatory constraints, making strategic shelf space management critical. This study investigates the impact of shelf facings on sales performance in the alcoholic beverage sector, focusing on how brand size moderates this relationship.

The study collected data from a regional supermarket chain in Arkansas using a quantitative pretest-posttest control group design. It found that increasing shelf facings for smaller brands significantly enhances overall modular sales, with small brand sales persisting even after reverting to their original facings. Moreover, the analysis reveals that brand size significantly moderates the impact of shelf facings on brand …

Gop's Future: Adapting Professional Writing To Engage And Attract Gen Z Voters, Kerry Mckim

Masters Theses

In an evolving political landscape dominated by digital media, the Republican Party faces significant challenges in connecting with Generation Z (Gen Z) voters. This thesis explores the critical role of professional writing in bridging this communication gap between generations. With the rise of social media platforms such as TikTok and YouTube, traditional communication strategies are becoming increasingly obsolete. Gen Z's unique consumption habits, values, and communication preferences necessitate reevaluating how political messages are crafted and disseminated.

This research highlights the importance of professional writing in political communication, focusing on its impact within the GOP. By examining Gen Z's demographics and …

Fitness Beverage Market Segmentation Ai Project, Brady Mccrae

AI Assignment Library

As the marketing manager for a company launching a new line of fitness beverages, your goal is to segment the fitness beverage market using AI to reach the right audience with targeted marketing campaigns. This assignment will challenge you to critically evaluate AI tools and their outputs in the context of market segmentation.

Consumer Product Perceptions Within Emerging Markets: The Product Adoption Process And Consumer Ethnocentrism, Miguel Sahagun, Larry L. Carter, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

The general acceptance of globalization and free trade across most national governments has led to the massive proliferation of foreign goods across the globe within the past few decades. As a result, the consumer adoption of imported products has been researched extensively; however, the bulk of these studies have focused on developed countries, leaving less developed and emerging countries vastly unexplored compared to their developed counterparts. Using Mexico to represent an emerging market with high levels of consumer ethnocentrism, this study examines the relationships among consumers’ attitudes toward imported products, their behavioral intentions, and consumer ethnocentrism within the product adoption …

Warhol Speaks: How One Museum Leverages Communications Strategies To Engage In An Era Of Innovation And Value Creation, Kristina Kaufman, Peter Kaufman

Atlantic Marketing Journal

As museums face increasing competition for guests amidst a growing number of cultural options, these institutions are challenged to reinvent themselves to offer a more modern experience for guests that addresses inclusivity, and a balance of active (engaging) and passive (reflective) experiences. This paper documents researcher observation at The Andy Warhol Museum in Pittsburgh, Pennsylvania. Through the lens of sensory perception theory, several themes emerge as communication strategies that aim to offer visitor engagement and added value. This paper analyzes and highlights how museums can offer multisensory experiences which cater to guests’ ability to cognitively invest and engage with the …

Brand Engagement Through Branded Mobile Apps Among The “Small-Screen” Gen, Waros Ngamsiriudom, Trang Phuc Tran, Russell K. Lemken

Atlantic Marketing Journal

Using the technology acceptance model, this study examines the combined impact of brand and technology on users' intention to continue using the branded app. A Partial Least Square Structural Equation Modelling with data from 454 experienced branded app users reveals two mechanisms: perceived usefulness has a favorable influence on the customer-brand connection, and perceived simplicity of use improves the customer's brand experience. Branded app interactions and experiences increase customer brand engagement, resulting in continued use. The study offers managerial insights for businesses looking to improve brand experiences using mobile technology, highlighting the importance of technology-driven marketing tactics and user-friendly branded …

A Breadth Review Of Digital Landscape And Related Foundational Theories, Jie Gao Fowler, Amy Watson

Atlantic Marketing Journal

The dominating information technology of the present time is digital media. Platforms, like Facebook, Instagram, and TikTok encourage new types of connection, influencing friendships, family and peer groups, and business relationships while reshaping public involvement and discourse through influencers, memes, and viral media. However, algorithms dictate how social media is consumed, as well as the influence these platforms can have on individuals and society. As a result, the primary goal of this study is to investigate the impact of social media/artificial intelligence on society. This study examines the digital media ecosystem and its interaction with today's customers in depth. Furthermore, …

2024-September-11-Etsu Safe Med Drop Off Sept. 28, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Sept. 11, 2024)—Student pharmacists at East Tennessee State University Bill Gatton College of Pharmacy are helping remove outdated and unneeded prescription medications as part of an upcoming safe medication drop-off event on ETSU’s main campus on Saturday, Sept. 28, from 9 a.m.-1 p.m. The event takes place in parking lot 22a, which is the large lot next to the ETSU Parking Garage and near the Basler Center for Physical Activity. Turn onto Jack Vest Drive on main campus from either State of Franklin Road or J.L. Seehorn, Jr Road.

The safe medication drop-off will allow the public …

Exploring Ai Technology And Consumer Behavior In Retail Interactions, Maria Petrescu, Anjala S. Krishen, John T. Gironda, J. Ricky Fergurson

Publications

This research systematically reviews artificial intelligence (AI) effects in customer-interfacing retail applications based on an ecosystem value co-creation framework. We conduct a bibliometric and conceptual mapping analysis study, focusing on AI-related implications for consumers’ and other stakeholders' well-being, social interaction, and societal welfare. A co-citation network visualization of critical AI journal articles is generated, and a network visualization of AI keyword relationships and clustered topic areas is presented and discussed, along with a conceptual map of the relationships between key concepts and substantive AI themes. In an ecosystem context, the multidisciplinary-based bibliometric and conceptual mapping findings of our analysis reflect …

Mv-Qual: A Tool For Understanding Decisions To Purchase Virtual Products In The Metaverse, Fabienne Cadet, John T. Gironda, Bay O'Leary, Maria Petrescu

Publications

This paper develops the MV-QUAL (Metaverse Quality) scale and explores the various factors that may impact consumers’ perceptions of quality and value when purchasing virtual products in a Metaverse world. Utilizing Flow Theory and SERVQUAL as theoretical lenses to conduct our research, a framework was developed and tested, demonstrating how various factors are interconnected and impact consumers’ shopping experiences in the Metaverse. Data was collected from a national sample of 322 Metaverse users in the United States and analyzed using partial least squares structural equation modeling in SmartPLS, complemented by a neural network causal analysis in Neusrel. The results demonstrated …

Millennials’ Perception Towards Adaption And Intention Of M-Banking: Experience From A Developing Country, Noman Hasan, Md. Shahed Mahmud, Abdul Gaffar Khan, Reshma Pervin Lima, Shiblu Miah

Journal of Global Business Insights

In recent years, m-banking has been developed rapidly around the world. The research aims to measure millennials’ perception towards adaption and intention of m-banking from a developing country’s perspective. A PLS-SEM modeling approach was performed to test the hypothetical model. The empirical results reveal that perceived ease of use, perceived security and privacy, and perceived cost significantly affect the millennials’ attitude to adopt m-banking. In contrast, perceived usefulness and perceived self-efficacy have an insignificant effect. Furthermore, attitude towards adopting m-banking significantly impacts adoption and intention among millennials. Practical and theoretical implications have been identified based on the study results.

2024-September-01-Meet Dr. Shelby Brooks Assistant Professor Of Pharmacy Practice, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Listen to her interview on our college podcast, White Coat Radio.

(Sept. 1, 2024)—ETSU Bill Gatton College of Pharmacy welcomes Dr. Shelby Brooks, from Asheville, North Carolina, who is serving as Assistant Professor of Pharmacy Practice. Her clinical interests include cardiology (specifically anticoagulation/antiplatelets, post stroke management, dyslipidemia, and coronary artery disease), cirrhosis management, and pharmacy resident training. 

Brooks graduated from the University of Tennessee College of Pharmacy in 2019 then went on to complete a 24-month Pharmacotherapy Residency Program at the University of Tennessee Medical Center. During her time in residency, she focused on inpatient and outpatient family medicine practice, …

2024-September-01-Meet Kaitlyn (Phillips '22) North Assistant Professor Of Pharmacy Practice, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Listen to her interview on our college podcast, White Coat Radio.

(Sept. 1, 2024)—Dr. Kaitlyn (Phillips '22) North is from Erwin, Tennessee, and graduated from the Class of 2022. She is an Assistant Professor in Pharmacy Practice and in the Department of Family Medicine at James H. Quillen College of Medicine specializing in chronic disease state management and primary care. 
 
North is serving as a clinical pharmacist faculty member at ETSU Family Physicians of Kingsport. She completed her postgraduate training at an ambulatory care-focused PGY1 residency program at Tandem Health--University of South Carolina, and the PGY2 residency program in Ambulatory …

2024 September, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2024.