Marketing Commons^™

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

ETSU News

(Sept. 1, 2024)—Dr. Alex Surbaugh, from Franklin, Tennessee, a clinical pharmacist in psychiatry, is serving as Assistant Professor of Pharmacy Practice.   

She previously came from the University of Kansas Health System, where she completed a PGY1 residency and a PGY2 psychiatric residency. Dr. Surbaugh completed her undergraduate degree in chemistry at the University of Mississippi and earned her PharmD at UT. 

“As someone who was born and raised in Tennessee, I have always held a love for my home state,” said Surbaugh. “From my first interaction with the college in December through my interview days in February, it was truly …

Willingness To Pay And Market Potential For Biowrap: An Economic Study Of A New Biodegradable Mulch Product In Home Gardening, Gengchen Cai

Department of Agricultural Economics: Dissertations, Theses, and Student Research

This study explores the market potential of BioWRAP, a biodegradable sprayable weed suppression product, by assessing the willingness to pay (WTP) among American home gardeners. Traditional plastic mulch offers significant agronomic benefits but poses considerable environmental challenges, making BioWRAP a promising alternative due to its similar benefits and reduced environmental impact. Using a double-bounded contingent valuation method, we analyze the WTP for BioWRAP among different demographic groups and gardening practices. Our findings indicate that the highest WTP for BioWRAP is among home gardeners who currently use chemical sprays for weed suppression, followed by those using physical barriers, with the lowest …

Understanding Consumer Belief Of Locavorism On Food Consumption At Farmers’ Markets: Implications For Extension Professionals, Youngdeok Lee, Christopher Sneed, Michelle L. Childs

Journal of Extension

Using an intercept method at two local farmers’ markets (n= 192), this study found the notion that local foods taste better and are more nutritious (i.e., lionization) and the notion that buying locally supports and contributes to the local economy and community (i.e., communization), positively influences consumers’ attitude towards shopping at their local farmers’ market. This positive attitude subsequently influences consumer purchase behavior. Extension professionals can utilize these data-driven results to aid in effective farmers’ market promotion by communicating micro-benefits (e.g., nutrition, taste) and macro-benefits (e.g., economic impact) to potential and current farmers’ market consumers.

Revealing The Double-Edged Sword: Introducing The Technology And Consumer Well-Being Paradox Model, Graeme Mclean, Nina Krey, Jennifer Brannon Barhorst

Rohrer College of Business Departmental Research

While discourse on technology and consumer well-being has been at the forefront of academics' and practitioners' agendas, the theoretical understanding of the complex interplay between technology and consumer well-being has remained tenuous. To address this gap in our understanding of technology's influence on consumer well-being, this research provides a comprehensive literature review of recent articles published in Psychology & Marketing. Findings indicate a double-edged sword where technology has the propensity to not only foster a state of negative well-being but can also enhance consumers' well-being. Additionally, a technology well-being paradox is uncovered whereby technology is used to manage the negative …

2024-August-24-University School Receives Governor's Civics Seal, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Why I Think Linkedin Is Age Neutral And How It Bridges Generational Gaps, Essraa Nawar

Library Articles and Research

"Earlier this morning, during a lively conversation with my Information Gone Wild podcast co-hosts— Maurice Coleman , Paul Signorelli , our marketing consultant, Abbie Fentress Swanson —we brainstormed strategies to better market our newly launched series. As we debated which platforms could effectively reach our diverse audience, I suggested focusing more on LinkedIn. My reasoning? LinkedIn is one of the few digital spaces that feels genuinely 'age-neutral.' Unlike platforms like Instagram, Snapchat, or TikTok, where generational lines are sharply drawn, LinkedIn is where people of all ages—from my 19- and 21-year-old sons who (shockingly) like my posts there, to my …

Fanfiction: When Copyright Violation Benefits Brands, Ethan Milne, Kirk Kristofferson, Miranda Goode

Proceedings from the Document Academy

We investigate fanfiction (i.e., original fiction adopting elements of pre-existing media), as a copyright-violating phenomenon and show it can benefit brands. Our work first identifies two benefits of fanfiction: 1) reading fanfiction increases purchase intent for brand content, 2) and fanfiction production rates can be used to generate more accurate estimates of next-week TV viewership. Next, we identify that brands can grow their fanfiction communities by waiving copyright protection, thus removing a barrier to publication faced by many fanfiction authors. We demonstrate these results using two real-world datasets representing billions of words of fanfiction content, and one lab study (N=600).

Students As Value Co-Creators In The Business Education Ecosystem, Maria Petrescu, John Gironda, Anjala S. Krishen, Adina Dudau, J. Ricky Fergurson, Steven A. Stewart, Philip Kitchen, Monica Fine

Publications

Departing from the dyadic paradigm of students versus business schools in marketing and business education, this article utilizes a pluralistic perspective to account for and investigate various stakeholder groups’ value expectations and roles as we develop and examine a value co-creation ecosystem framework for marketing and business education. Service-Dominant Logic and Authority Theory are used as theoretical lenses along with a mixed-method approach to conduct three studies: (a) a fuzzy-set qualitative comparative analysis (fsQCA), (b) a qualitative conceptual mapping content analysis, and (c) a three-round quantitative Delphi study. The results provide insights into the differing elements of value and level …

Prototypically Small: An Exploration Of Consumers’ Small Business Prototypes, Michael R. Jenkins

Publications

Purpose

As consumers interact with various small businesses, they develop a mental image, called a prototype, to represent what small businesses are as a generalized, conceptual category. However, prior research has said little about what this small business prototype entails. Thus, the aim of this study is to explore consumers’ perceptions of the prototypical small business by identifying common attributes among small businesses that differentiate them from large businesses.

Design/methodology/approach

This study undertakes a thorough review of the relevant consumer research literature for the attributes that consumers use to evaluate small businesses. Then, using a contemporary parallel analysis approach, it …

Corporate Social Advocacy: A Study Of Brand And Consumer Activism In The Era Of Social Media, Christa L. Taylor

Student Theses and Dissertations

As corporations recognize the importance of balancing profitability with social responsibility, the adoption of corporate social advocacy has become a critical approach for addressing pressing social issues, fostering trust, and enhancing brand reputation. Growing public pressure has forced corporations to take a more vocal stance on social and political issues. Considering that corporate social advocacy is an emerging trend and is viewed as a practice outside of a corporation’s standard business practices, organizations have been presented with a new challenge of achieving legitimacy in their advocacy and taking on an expanded role as corporate citizens. This study explores the ways …

Adapting Agile Principles For Digital Media Startups, Chukwudi Ukonne

Harrisburg University Dissertations and Theses

This paper explores the adaptation of Agile Project Management principles to address the unique challenges faced by media startups and digital news ventures. Operating in fast-paced and dynamic environments, these entities require flexible project management approaches to respond to evolving landscapes and rapidly changing audience demands. Drawing on existing literature and empirical studies, the paper critically analyzes the application of Agile methodologies in media contexts, examining factors influencing successful Agile transformation and the implications for project outcomes. Additionally, the paper provides a review of theories such as Agile Manifesto and Scrum, providing insights into their origins, main arguments, and applications …

A Case Study Of Using Social Media Influencers For Sponsored Posts, Meagen Rockenbach

Doctoral Dissertations and Projects

The use of social media changed consumer behavior and how company leaders conduct business, including the way that they promote products and services. Instagram is a social media platform that many companies use to promote products and services. In the beauty and lifestyle industry, company officials hire social media influencers for influencer marketing campaigns. In the Unites States, the Federal Trade Commission has rules for these sponsored posts that influencers must disclose that they are working with a brand within the sponsored post. This study was to establish a connection between Instagram influencers and their use of disclosed sponsorship in …

A Business Model For Communication Design Enterprises (Paper), Con Kennedy

Academic Articles

Several international reports and studies indicate that the Communication Design sector has a skill deficit in entrepreneurship and business management, and a greater understanding of these topics is needed. Some authors advocate applying existing business models for design enterprises. However, the skill deficit prevails. It is worth noting that these reports discuss the entrepreneurship deficit in general terms without an explanation of the causes of this deficit or how to remedy the issue. Therefore, this paper explores the development of a Business Model specific for Design Entrepreneurs for deployment in Communication Design enterprises. A theoretical framework for a specific business …

The Food Production-Consumption Chain: Fighting Food Insecurity, Loss, And Waste With Technology, Dhruv Grewal, Abhijit Guha, Stephanie M. Noble, Kara Bentley

Business Faculty Publications and Presentations

The UN’s Sustainable Development Goal (SDG) 12 seeks to achieve sustainable food production and consumption, including reduced food loss and waste; SDG 2 proposes the goal of zero hunger. In pursuit of these goals, technology arguably has a central role, at every level of the food value chain. To establish this role, the authors identify and examine current technologies aimed at increasing food production and suitably redistributing unused food, as tactics to combat food loss and waste, with the shared end goal of reducing food insecurity. A proposed 2 × 2 typology illustrates how existing technologies can influence food production, …

Tackling No-Shows In Fine Dining: Insights Into Cancellation Policies And Consumer Awareness Campaigns, Esther Kim, Jason Tang

Department of Hospitality and Tourism Faculty Scholarship and Creative Works

This research aims to identify how fine dining restaurants can effectively implement reservation cancellation policies to address the issue of no-shows by applying equity theory, the dual entitlement principle, and social cognitive theory. Two experiments identified cancellation policy elements that influence restaurant evaluations and reservation behaviors. Findings revealed that cancellation policies negatively influence restaurant evaluations, and that policy strictness and awareness can attenuate this relationship via perceived fairness while enhancing the likelihood to book reservations and honor reservations. This research suggests that restaurants can benefit from implementing lenient cancellation policies and introducing awareness of the adverse impact of no-shows to …

Sales Professional Preservation: Examining The Impact Of Incongruent Ideological Belief Systems On Intentions To Quit Among Sales Professionals, Brian Lee Morgan

Dissertations

Organizations that lead with ideologies of moral tradition, politics, and social economics are playing a losing game. The ideological belief system congruence within the organization between leaders and members creates a better atmosphere with less turnover and better recruitment. Sales professionals want an environment free of ideological incongruence. Without ideological alignment, they will defect from the organization. Leaders are miscalculating the negative impact on members’ intentions to quit when they are faced with leaders acting upon ideology changes that affect the member-customer ecosystem. In addition, leaders should be aware of the personal attributes that can exacerbate turnover and work to …

How Trust In Human-Like Ai-Based Service On Social Media Will Influence Customer Engagement: Exploratory Research To Develop The Scale Of Trust In Human-Like Ai-Based Service, Jin Jingchuan, Shali Wu

Asia Marketing Journal

This research is on how people's trust in human-like AI-based service will influence customer engagement (CE). This study will discuss the relationship between trust and CE and explore how people's trust in AI affects CE when they lack knowledge of the company/brand. Items from the philosophical study of trust were extracted to build a scale suitable for trust in AI. The scale's reliability was ensured, and six components of trust in AI were merged into three dimensions: trust based on Quality Assurance, Risk-taking, and Corporate Social Responsibility. Trust based on quality assurance and risk-taking is verified to positively impact customer …

Paying Back To Good Deeds: A Text Mining Approach To Explore Don-Jjul As Pro-Consumption Behavior, Hojin Choo, Sue Hyun Lee

Asia Marketing Journal

More consumers are choosing pro-consumption for social change, but scholars know little about why and how consumers engage in pro-consumption behaviors. A newly emerged pro-consumption behavior called "Don-jjul,'' which appeared during the COVID-19 pandemic in South Korea, refers to compensating businesses that have engaged in altruistic actions by boosting their sales. This study used Latent Dirichlet Allocation (LDA) of topic modeling, sentiment analysis, and in-depth interviews to investigate the perceptions, motivations, and emotions regarding Don-jjul. As a result, the study revealed pro-consumers' perceptions of Don-jjul as "collective pro-consumption for contributing to social well-being.'' Don-jjul has two main motives: "supporting underdogs …

Nodding As A Catalyst For Improving Attitudes And Purchase Intentions In Online Context, Yusu Lee, Jinhee Choi

Asia Marketing Journal

This study investigates the influences of the head movement (nodding vs. head shaking vs. nothing) on consumer attitude and purchase intention toward the product in an online shopping context and introduces the consumer motivation (need vs. want) as a moderating factor for this relationship. Through two studies, this article finds that nodding, as opposed to head shaking or no movement, leads to more positive attitudes and higher purchase intentions toward the product, and this effect is strengthened when the shopping is pursued with a need compared to a want motivation. The effect is found specifically in the fashion industry, where …

How Google Advertisements Attract Consumers' Call-To-Action And Electronic Word-Of-Mouth, Tser-Yieth Chen, Hsueh-Ling Wu, Jiun-Hua Yun

Asia Marketing Journal

This study investigated central and peripheral route factors to assess the impact of Google Advertisements on how these factors contribute to users' call-to-action (CTA) and electronic word-of-mouth (e-WOM) behaviors. We explored the persuasive effects of Google Advertisements on consumers by using a dataset of 483 valid empirical samples from Taiwan. We employed structural equation modeling (SEM) to examine the hypotheses. The empirical results of this study indicate that both peripheral (image appeal) and central (information completeness) routes positively lead to the persuasion effect. This finding confirms that the peripheral and central routes increase the persuasion effect. The empirical results indicate …

The Effect Of Ewom On Movie Sales Considering Competition And Culture, Jungwon Lee, Cheol Park

Asia Marketing Journal

This paper aims to empirically analyze how competitive and cultural factors moderate the relationship between electronic word-of-mouth (eWOM) characteristics and sales in the US and Korean film industries. A conceptual model was developed based on the cue utilization theory (CUT) to analyze the role of cultural and competitive factors that moderate the relationship between three characteristics of eWOM (volume, valence, and variance) and movie sales. Data of 45 days of 163 films released in Korea and the US were collected and a total of 7,335 samples were analyzed by panel regression. As results, competitive factors enhanced the influence of the …

Enhancing Visitor Experience Through Marketing For The Mayflower Bocawina National Park, Samantha O'Flaherty

Supply Chain Management Undergraduate Honors Theses

This thesis outlines a summer internship in Dangriga, Belize, where the author worked with Mayflower Bocawina National Park facilitated by Dr. Amy Farmer and Steve Darr. Dangriga faces challenges in the tourism industry due to competition from larger entities who have more resources and infrastructure. The author and their partner developed a marketing strategy for the park's new glamping experience and mountain bike trail, evolving into a comprehensive plan encompassing SEO, website management, and operational optimization. The project aimed to enhance the park's competitiveness, generate sustainable revenue, and support its growth and improvement initiatives.

Analyzing Market Dynamics: Effects On Quality Grade Premiums And Discounts For Alfalfa Hay, Colby Wilkins

All Graduate Reports and Creative Projects, Fall 2023 to Present

This paper looks at how market strength affects the price premiums and discounts associated with alfalfa hay quality grades. Previous research has mainly focused on how attributes of alfalfa hay influence the price received. In this study, we use ordinary least squares linear regression and visual data representations to examine the effects of market strength on price received in conjunction with hay quality. The results demonstrate that during periods of relatively high average prices of alfalfa hay there is no significant impact on the average premiums and discounts associated with hay quality. However, during periods of relatively low average prices, …

Empowering Change To Shape Tomorrow: An Integrated Marketing Communications Plan For The Building Wealth Initiative, Ramtin Ranjpour

Electronic Theses, Projects, and Dissertations

We are witnessing a renaissance — one where organizations are expected to be a community with a valued culture. With the rise of this wave, incorporating integrated marketing communications (IMC) into organizations is more vital than ever. This project uses the public relations theory of relationship management, and the marketing model of AIDAR (attention, interest, desire, action, retention) to craft a professional IMC plan for the Building Wealth Initiative (BWI), an Inland Empire nonprofit organization specializing in financial literacy and services. The project uses focus groups and secondary research through informal online observations to gain the essential understanding for creating …

Building Resilience To Contagious Diseases In High Contact Services: An Investigation Of Customers’ Willingness To Dine-In At Restaurants In The Era Of Covid, Hongli Ye

All Dissertations

High customer contact services play a crucial role in our economy, providing essential interactions and experiences that drive numerous industries. However, the COVID-19 pandemic has posed significant challenges to these sectors due to their inherent characteristics, requiring close and frequent interactions. To rebound from the disruptions caused by such a contagious disease, service providers must adopt innovative strategies. Thus, this dissertation addresses the dynamic nature of building resilience strategies in high-contact services, which are affected by contagious diseases. In doing so, we propose an integrative framework that outlines essential new service resilience components, based on the CDC guidelines, to conventional …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2024.

Predicting Personality Or Prejudice? Facial Inference In The Age Of Artificial Intelligence, Shilpa Madan, Gayoung Park

Research Collection Lee Kong Chian School Of Business

Facial inference, a cornerstone of person perception, has traditionally been studied through human judgments about personality traits and abilities based on people's faces. Recent advances in artificial intelligence (AI) have introduced new dimensions to this field, employing machine learning algorithms to reveal people's character, capabilities, and social outcomes based just on their faces. This review examines recent research on human and AI-based facial inference across psychology, business, computer science, legal, and policy studies to highlight the need for scientific consensus on whether or not people's faces can reveal their inner traits, and urges researchers to address the critical concerns …

Essays On Empirical Investigation Of Extended Warranties Of Consumer Electronics, Vasavi Rayachoty

Graduate Theses and Dissertations

Extended warranties (EW) have gained significant traction as a powerful revenue stream for retailers, boasting substantial profit margins ranging from 50% to 70% (Bloomberg week). These warranties offer consumers peace of mind by providing additional protection beyond the standard manufacturer warranty and are to be purchased at an additional cost. By offering extended warranties, retailers can differentiate themselves in a competitive market, build stronger customer relationships, and enhance their overall profitability. However, effectively capitalizing on their potential necessitates a strategic approach. The extant literature is focused on studying extended warranties from the perspective of a consumer and lacks a retailer …

Essays On Membership Retailing In Omnichannel World, Aashish Pandey

Graduate Theses and Dissertations

The retail industry in the United States has experienced significant and sustained growth, with sales surpassing $7 trillion in 2022, reflecting a dynamic and competitive landscape. This growth has been particularly evident in the evolution of retail formats over the past four decades, marked by a decline in the market share of grocery stores and a corresponding increase in the dominance of supercenters and membership clubs. Membership club stores such as Sam’s Club, Costco, and BJ’s have emerged as key players, offering consumers access to large quantities of goods at lower prices, albeit requiring an annual membership fee. This dissertation …

Enhancing The Visibility Of Traditional Craft Puspa Rinengga Batik Through Online Marketing Approaches, Mimi Savitri, Hayatul Cholsy, Uswatun Hasanah

ASEAN Journal of Community Engagement

This study addresses the visibility of traditional craft and focuses on developing a strategy to increase its exposure through online marketing platforms. Puspa Rinengga Batik Studio, a small and medium-sized enterprise in Sleman, Yogyakarta, Indonesia, specializes in creating batik with jangkang motifs. Despite their unique craft, the studio struggled with marketing their products, resulting in an imbalance between production and sales. This study explores a strategy to boost sales by leveraging social media for digital marketing. The approach involves empowering the community through workshops and implementing a sustainability program. As a result of this initiative, the studio successfully utilized social …