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 …

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.

Impact Of Work From Home Factors On Employee Work Engagement, Okoye Shedrach Obumneme, Muhammad Nizam Zainuddin

International Journal of Management, Finance and Accounting

The aim of the study is to examine the various work from home related factors which help in bringing about improved employee work engagement based on the work assigned to them. The study employed a quantitative research approach, positivism research philosophy, and case study research design. The study made use of 201 participants, with data collected through questionnaire and online survey tool (Google Form). Participants for the study were sampled from AmIT Global Solutions, AppCable Sdn Bhd, IWG 3.2, Regus Management Malaysia Sdn Bhd, Deventure Sdn Bhd, and Texas Instruments. Thethree hypotheses proposed in the study were examined using multiple …

A Study On The Impact Of Financial Incentives And Work Environment On Employee Motivation To Work: A Case Study Of Employees Of Paradise Estate Management Company, Okoye Shedrach Obumneme, Farha Ghapar

International Journal of Management, Finance and Accounting

The study aims to investigate the impact of financial incentives and workplace environment on employee work motivation. Individually, the study examines the impact of work allowances, employee wages, organisational culture, and internal communication on employee motivation to work in an organisation. The research employed a survey research design. The population of the study focused on the employees of Paradise Estate Management Company. A total of 79 respondents were selected from a pool of 120 employees in the organisation. The questionnaires were administered and distributed to respondents through Google Form. Multiple regression analysis was adopted to test the different hypotheses. The …

Cooperative Preschool Education In Ethnic China: Ulanqab Case Study, Yu Dong, Siow-Hooi Tan, Hway-Boon Ong

International Journal of Management, Finance and Accounting

The integrated education of family, kindergarten, and community is crucial for children’s development. However, in China’s ethnic regions, preschool education faces significant shortcomings, with limited community involvement and consideration of ethnic characteristics. This study aims to address these gaps by proposing a conceptual framework tailored for ethnic areas, focusing on the Ulanqab region. Drawing on domestic and international research, we develop a model comprising family, preschool, and community inputs, emphasising the importance of community participation. The model includes educational inputs, educational processes, and target outcomes, with the goal of improving preschool education quality. Through this research, we seek to understand …

Socioeconomic Factors Affecting Healthcare Expenditures In Selected Asian Countries, Nurin Amni Aqilah Binti Cek Ahmad Azam, Mazlynda Md Yusuf

International Journal of Management, Finance and Accounting

The rising cost of healthcare in Asian countries has become a matter of concern, reflecting an extensive influence of socioeconomic factors. This study highlighted that the financial burden on healthcare systems is crucial for ensuring sustainable and equitable access to medical services. However, the impact of socioeconomic factors on healthcare expenditures varies across countries and regions. Therefore, this study seeks to determine socioeconomic factors affecting healthcare expenditures in 10 Asian countries, utilising annual data starting from 2006 to 2020. By employing panel data analysis and the model of fixed effect with a feasible generalised least squares method, the finding shows …

Convertible Bond Pricing In Chinese Transportation Industry : A Comparison Methods Between Binomial Tree Model And Black-Scholes Model, Zirui Peng, Xinrui Xinrui, Chui Zi Ong

International Journal of Management, Finance and Accounting

One bond type that can lower financing costs for the issuer is a convertible bond. Additionally, its characteristic with option value gives investors access to high-yielding, low-drawdown, and superior investment instruments. Exactly, convertible bonds have a strong market appeal to investors. In recent years, the issuance scale of convertible bonds has continued to expand, and its share in the bond market has gradually increased. Fair pricing is essential to maintaining the convertible bond market’s smooth operation. In light of this, the convertible bonds in the transportation sector listed on the Shanghai Stock Exchange are chosen for this article. Following the …

The Impact Of Social Media Advertising On Online Shopping Preferences In Nilai City, Malaysia, Fatimah Az Zahra Binti Zulkifli, Shahrina Ismail, Sharifah Fairuz Syed Mohamad

International Journal of Management, Finance and Accounting

Social media advertisements can influence consumers' purchasing preferences by impacting their awareness, attitude, trust, and intention towards the advertised products, services, or brands. This study aims to achieve two objectives: firstly, to determine the correlation between independent variables (security, privacy, product features, social influence, and promotion) and secondly, to examine the relationship between independent variables and dependent variables (online shopping purchasing preference among shoppers in Nilai). Convenience sampling was used to collect survey data, with questionnaires distributed through various online platforms to respondents residing in Nilai. A total of 272 responses were collected. The study utilized a Pearson correlation model …

Attracting Foreign Direct Investment (Fdi) In Madani Economy: What Factors Matter?, Yi-Shan Chong, Chee-Lip Tee

International Journal of Management, Finance and Accounting

Foreign Direct Investment (FDI) has long been acknowledged as a vital driver of economic development, and Southeast Asia stands out as a prime destination for such investments. However, Malaysia's share of FDI in the region has been diminishing, signalling a loss of competitiveness. In response, the Malaysian government has prioritized enhancing competitive strength in its recent development framework, Madani Economy. This study aims to shed light on the factors that require greater attention to achieve these objectives. Utilizing the Autoregressive Distributed Lag (ARDL) approach and monthly data spanning from 2010 to 2019, the findings underscore the importance of growing market …

Factors Influencing Non-Performing Loans Between Islamic And Conventional Banks In Malaysia, Najwa Hanisah Mohd Azmi, Sharifah Fairuz Syed Mohamad, Shahrina Ismail

International Journal of Management, Finance and Accounting

This study reveals the long-term effects of several variables on Non-Performing Loans (NPLs) in Islamic banks (IBs) and conventional banks (CBs) in Malaysia. Using the Autoregressive Distributed Lag (ARDL) technique, the study supports a proactive approach and finds a persistent association between NPLs and asset quality, loan quality, unemployment rate, and inflation rate. Using the ARDL approach, the analysis covers the monthly period from 2018 to early 2021. This study aims to investigate NPLs at two different times: before and after the COVID-19 epidemic. The findings indicate that The ARDL model identifies Loan Quality 1 and 2 as significant influencers …

The Mediating Effect Of Job Satisfaction Between Organizational Learning And Job Performance, Alaa S. Jameel

International Journal of Management, Finance and Accounting

This study aims to find the impact of organizational learning on job performance among preparatory school teachers through the mediator role of job satisfaction. A survey was conducted at six preparatory schools in Heet City, Iraq. The study employed stratified random sampling to ensure a fair representation of samples from all six schools, and a questionnaire was used to collect the data. The results from 183 valid questionnaires were analyzed using Smart-PLS, indicating that organizational learning positively and significantly impacted a teacher’s performance. Moreover, job satisfaction also showed a significant positive effect on job performance. Additionally, organizational learning has a …

Determinants Of Subjective Well-Being Of Migrants: A Systematic Review, Dombagaha Pathiranage Marian Shavini Medonka Peiris

International Journal of Management, Finance and Accounting

The study aims to comprehensively analyze existing literature to derive insights into the determinants of Subjective Well-being (SWB) among migrants and identify underexplored areas within the research landscape, proposing directions for future studies. Utilizing the PRISMA framework, 22 relevant peer-reviewed articles published between 2000 and 2024 were selected, excluding books, conference proceedings, and dissertations. The analysis considered factors such as publication year, geographical scope, methodology, and sector. The findings of this investigation reveal that research on migrants’ SWB is predominantly quantitative, with a significant lack of nuanced perspectives. Most studies focus on developed countries, resulting in an underrepresentation of developing …

Product Team In Transition: A Qualitative Case Study Of Team Motivation And Collaboration During Agile Adaptation, Ahmad Murtadha Abdul Wahab, Magiswary Dorasamy, Abdul Aziz Ahmad

International Journal of Management, Finance and Accounting

Agile approaches have received organisation acceptance as effective frameworks for managing complicated projects in rapidly changing situations. This study explores the challenges of agile adaptation in product team motivation that attempted to implement the existing agile adaptation. In order to implement the agile adaptation, it is essential for the product team to make adjustments and collaborate with others. Inadequate procedures and outside factors have been identified by some studies as barriers to existing agile adaptation (Conboy et al., 2011). Although implementing an agile approach has numerous advantages, doing so can be more complex with adaption and modification processes, especially to …

Examining The Offline Shopping Preferences Of Millennial Women: A Comprehensive Review, Ilham Khalisah Binti Khairuddin, Anusuyah A/P Subbarao

International Journal of Management, Finance and Accounting

This paper explores the offline shopping preferences of millennial women and strategies to enhance their shopping experience in malls. The study begins with an overview of offline shopping, defining shopping malls, in-store experiences, and the evolving landscape of offline shopping. It also characterizes millennial women and their unique preferences. The literature review identifies three main factors influencing offline shopping: socio-cultural, psychological, and environmental. These factors are analysed separately to understand their impact on millennial women's shopping behaviours. Additionally, the paper examines various mall strategies aimed at increasing millennial women's intention to shop offline, categorized into development, environment, and marketing & …

Understanding The Resistance Towards Apple Pay Among Malaysians, Krishna Moorthy, Yong Qing Low, Chun T'Ing Loh

International Journal of Management, Finance and Accounting

This study investigates the resistance towards Apple Pay among Malaysians. The research is supported by the Innovation Resistance Model (IRT), which offers a comprehensive framework to understand and analyze the factors that impede the acceptance and usage of technological innovations. The study utilizes a quantitative approach, employing a questionnaire survey to collect data from a sample of Malaysian consumers. Statistical Package for Social Sciences (SPSS) is utilized for data analysis. The findings shed light on the specific barriers that Malaysians encounter when considering the adoption of Apple Pay, including the usage barrier, value barrier, risk barrier, tradition barrier, and image …

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 …

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 …

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 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 …