Marketing Commons^™

Pour-Over Coffee Stand With Warmer, Francesca Patawaran

Honors Theses

This project sought to demonstrate the process of bringing a new product into the market, from the initial design and prototyping stage to marketing and, ultimately, mass production. As part of the curriculum of The Haley Barbour Center for Manufacturing Excellence (CME), the project team manufactured fifteen Pour-Over Coffee Stands with electric heating components. We first created a 3D model of the proposed design, ensuring that all components fit together in an assembly. Next, we worked with the lab technicians to create a prototype of the product. Then, we refined the manufacturing process to eliminate waste where possible. Throughout the …

2023-May-12-Hike. Learn. Play., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 12, 2023) – The Appalachian Trail Vista will bring hiking enthusiasts from across the country to Northeast Tennessee August 4-7. Participants will engage in a variety of hikes, workshops and excursions as part of the summit. With East Tennessee State University's D.P. Culp Student Center as the home base, the event provides a forum for engagement of activities on and near the Appalachian Trail. The summit offers hiking, educational, cultural and historical learning programs, while working with trail clubs, local communities and nearby partner organizations. 

The Appalachian Trail Vista is a gathering celebrating hiking with an opportunity …

A Marketing Analysis On Disney Cruise Line, Erin Bradley

Honors Theses

The objective of this thesis is to discuss the SWOT analysis and PEST analysis of Disney Cruise Line and to provide recommendations. The SWOT analysis involves identifying the company's strengths, weaknesses, opportunities, and threats, while the PEST analysis focuses on analyzing external factors that could impact the company's success such as political economic, sociocultural, and technological factors. The SWOT analysis highlights the opportunities for the company to expand into new destinations, form partnerships and acquisitions, and capitalize on industry growth, while also identifying the threats of competition, changing consumer preferences, and economic downturns. The strengths of the company include its …

Two-Essay Based Exploratory Research On Service Robots’ Anthropomorphized Voice Types, Accents, And Speaking Styles, Jutong Wen

Theses and Dissertations

With the rapid development of artificial intelligence, service robots play an increasingly important role in frontline service across various industries. However, many questions surrounding service robots as a novel service option are still less studied, and thus, remain uncertain to marketers. Therefore, this dissertation investigated and addressed some of these questions, by assessing the potential advantages of service robots, not only as compared to human employees, but also among service robots’ different humanlike vocal features, including voice types, accents, and speaking styles. Specifically, to address the research gaps identified through an in-depth literature review conducted in Chapter 2, a series …

New Technologies In The Field Of Sensory Marketing And Customer Experience: A Systematic Literature Review, Dawid Gajda

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the field of sensory marketing related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May …

2023-May-11-Discover Adventure In Our Backyard, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 11, 2023) – East Tennessee State University has been named the 2023 Top Adventure College by readers of Blue Ridge Outdoors magazine, besting numerous other colleges and universities.

The annual tournament is organized in a bracket-style format, with the end goal of naming a winner as the best outdoor adventure college or university in the Southeast and Mid-Atlantic.

ETSU came out on top after multiple rounds of head-to-head matchups with competitors such as Clemson University, the University of Tennessee, Virginia Tech and previous winner Maryville College.

Set in an outdoor lover's paradise, ETSU’s main campus is surrounded …

2023-May-09-Honoring Their Service, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 9, 2023) — The Quillen College of Medicine at East Tennessee State University hosted a military promotion ceremony last week for six members of the Class of 2023.

The following students were commissioned as officers during the ceremony on May 5, which took place a few hours prior to the college’s commencement ceremony:

• Samantha Nicole Courtney, of Medina, Tennessee, U.S. Air Force. Courtney will complete her residency in psychiatry at Wright-Patterson Air Force Base.
• Sean Morgan Davis, of Gainesboro, Tennessee, U.S. Navy. Davis will complete his residency in family medicine at Naval Air Station Jacksonville, …

Understanding The Business Model Of Content Creation, Taylor Vahey

Honors Projects in Communication

Individuals who post niched consistent content to social media platforms have grown audiences, which presents an opportunity for content creators to monetize the attention their posts receive. Both content creators and marketing practitioners are using trial and error processes to learn how to utilize the newest online promotion strategy; influencer marketing. This research aims to outline the business operations from the perspective of the influencer. Research on all aspects of this industry is insufficient, with only a few hundred published peer-reviewed articles on the topic available. Most of the research focuses on the perspective of the audience or the marketing …

Vanmoof Strategic Audit, Chi-Chun Chang

Honors Program: Senior Projects (Public)

VanMoof is an e-bike brand originated in Amsterdam that has expanded to Western Europe, Eastern Asia, and North America. This paper will analyze the e-bike industry using PESTEL analysis. It will also analyze the industry’s competitive environment using the framework of Porter’s Five Forces, followed by an analysis of the strategy VanMoof’s currently employing. Based on the results, the paper will end with a recommendation for future strategies.

2023-May-06-Congratulations, Class Of 2023, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 6, 2023) – East Tennessee State University celebrated more than 2,000 members of the Class of 2023 during two Commencement ceremonies held at the Ballad Health Athletic Center today.

During the morning ceremony, Coach Brenda Mock Brown was the keynote speaker.

Named head coach of the ETSU Women’s Basketball program in 2022, she is the 10^th head coach in program history. She led the team to a historic season, with a 25-10 overall record this season for a 19-win improvement from the previous season. The improvement is the seventh-best turnaround in NCAA women's basketball history. She …

How To Grow My Business On Social Media, Thomas Vehige

Honors Theses

This thesis discussed goals, strategies and tactics to expand an existing freelance sports videography business into a more robust business through the use of targeted social media campaigns. Author discusses demographic choices, social media platform selection and goals for thoughtful evaluation of opportunities and core competencies.

Understanding Consumers’ Motivations And Product Preferences For Deconsumption, Anubha Mishra Dr., Norm Borin, Joan Lindsey-Mullikin, Ram Krishnan

CSU Journal of Sustainability and Climate Change

The modern era features dramatic changes in consumer attitudes and behaviors related to consumption; this article investigates the motivations and product preferences of consumers who alter their consumption habits to obtain products that cause less damage or use fewer resources. The authors offer an empirical definition of such deconsumption and compare it with other terms used in prior literature to refer to resource-restricted purchases; they also propose consumer-oriented measures of deconsumption motivations and product preferences. The results reveal ten motivation factors that help explain why people choose to deconsume. Regression analysis further shows that product choice varies across these motives. …

Artist Branding Toolkit: Exploring The Creation Of Eras In Artist Marketing, Annabella Bird Cooley, Anastasia Petukhova

Honors Thesis

The purpose of this thesis is to act as a toolkit for artists early in their careers to reference when building their brand in the early stages. This toolkit is to be used by labels, artist management teams, and independent artists. In order to achieve this, I will go into an overview of personal branding. I will demonstrate how to apply these branding techniques to artists. I will then deepen my inquiry into an exploration of “eras,” showing how they are created and why they are important through a deep dive into three artists that have successfully created eras in …

2023-May-04-She Realized She Could Make A Difference. So, She Did., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 4, 2023) — Taylor Coston, from Florence, Alabama, a pharmacy and public health student at East Tennessee State University, was awarded the prestigious U.S. Public Health Service (USPHS) Excellence in Public Health Pharmacy Award.

Coston is enrolled in ETSU’s PharmD/Master of Public Health dual degree program and will pursue a career in pharmacy.

Coston is one of 10 students nationwide selected by the Pharmacist Professional Advisory Committee (PharmPAC) Student Awards Program as a “Top Award Recipient” for their public health work that positively impacted their local communities and beyond.

In total, just 88 pharmacy students from across …

2023-May-03-A Life Of Purpose, Wonder, And Adventure, University Marketing And Communication, East Tennessee State University

ETSU News

May 3, 2023

This Saturday, we will celebrate the achievements of more than 2,000 new graduates. Obtaining a college diploma indicates that you have mastered a set of skills within a particular field of study. One skill I hope all ETSU graduates leave with is that of leadership. And it is a skill I hope you continue developing all your life.

As members of the ETSU community, each of us has been commissioned to pursue and fulfill a singular mission: to improve the quality of life for people in this region and beyond. Strong leadership is essential if we are …

Producer Long-Term Marketing Opportunities With Ethanol Plants, Austin Harthoorn, Logan Lloyd, Cory Walters, Kate Brooks

Cornhusker Economics

Commodity marketing operates in a complex decision environment with constant information flow, which can conceal long-run financially profitable marketing opportunities for producers. In the corn marketing space, the competitive role of ethanol plants throughout the state may provide producers with long-run financial gains by strategically approaching marketing decisions. In this article, we characterize whether producers can gain financially from strategically marketing corn to ethanol plants. For example, do ethanol plants provide a better long-run return from pre-harvest hedging, spring sale, or harvest sale?

We investigate three important contracting times--forward contract for harvest delivery (called pre-harvest hereafter), harvest delivery, and spring …

2023-May-02-Coston Earns National Award For Public Health Service, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 2, 2023)—Taylor Coston, from Florence, Alabama, a pharmacy and public health student at East Tennessee State University, was awarded the prestigious U.S. Public Health Service (USPHS) Excellence in Public Health Pharmacy Award.

Coston is enrolled in ETSU’s PharmD/Master of Public Health dual degree program and will pursue a career in pharmacy.

Coston is one of 10 students nationwide selected by the Pharmacist Professional Advisory Committee (PharmPAC) Student Awards Program as a “Top Award Recipient” for their public health work that positively impacted their local communities and beyond.

In total, just 88 pharmacy students from across the …

Effects Of Disclosing Discount Code Commissions On Perceived Influencer Sincerity And Attitude Toward Discount Code Use, Mira Lee, Taehee Park

Asia Marketing Journal

The purpose of this study is to examine the effects of disclosing sales commissions pertaining to an influencer discount code on perceived sincerity of an influencer and attitude toward using the discount code. In the first study, consumers participated in a two-cell (commission disclosure: absent vs. present) between-subjects experimental design. In the second study, consumers participated in a two (commission disclosure: absent vs. present) by two (discount level: low vs. high) between-subjects experimental design. The findings of Study 1 demonstrate that the sales commission disclosure pertaining to discount codes results in a higher perceived sincerity of the influencer. Results of …

Food Marketing: The Adverse Effects Of Food Advertisements And Media Messaging On Men, Women, And Children, Lindsay Arnolds

Management Undergraduate Honors Theses

This thesis examines the impact of food marketing on different segments of the population in the United States. Specifically, the study focuses on the effects of food advertising on men, women, and children, with an emphasis on the ways in which marketing messages influence their food choices, attitudes, and behaviors. Through a comprehensive review of the literature and a survey of various participants, the thesis analyzes the various techniques used by food companies to target these groups, including packaging, labeling, and promotional strategies. Furthermore, it reviews studies on the effects of food advertising and media messaging on the physical and …

Impact Of Tourism In Developing Nations, Thomas Consolino

Supply Chain Management Undergraduate Honors Theses

Belize, a small country located in Central America, thrives on tourism. The industry makes up 15% of the country’s GDP and employs roughly 40% of Belize’s population. However, the majority of tourism takes place in only a few Belizean towns, causing the economies of the other towns to not benefit from the industry. One of the towns lacking tourism is called Dangriga. Although Dangriga is on the coast and is known as the “Culture Capital of Belize”, not many tourists make is stop in or even know of Dangriga. One of the main reasons for this is the lack of …

Supply Chain Management Thesis Internship - Courtavenue, Emma Easterwood

Supply Chain Management Undergraduate Honors Theses

An internship is a crucial way for students to gain real-world experiences in school. I was fortunate enough to be given the opportunity to intern with a digital marketing start-up called CourtAvenue in the summer of 2022. I learned many things about myself, and how businesses operate, and I had the opportunity to lean more into my creative side.

Market Analysis And Strategy Formulation For Appalachian Cast Iron, Perry Kate Chumbley

Undergraduate Honors Theses

Marketing as a revenue generator for businesses seeks to entice consumers into making a final purchase. How this is achieved varies greatly depending on the size of firm, the goods or services being advertised, distribution channels, and other factors. This manuscript includes the creation of a marketing strategy for a small, online business, Appalachian Cast Iron, through the investigation of current literature, and analyses of the external and internal environments. The results provide strategies for areas in which the firm has opportunities to improve.

Branding Strategies In Non-Profit Organizations, Bryson Senter, Bryson Elliott Senter

Undergraduate Honors Theses

Branding through children is a marketing tactic that many organizations and businesses utilize today; but what marketing strategy best carries out a message to the children and their guardians themselves? This thesis examines the different strategies used by for-profit and not-for-profit companies in order to better understand branding through children. It dives into an experiment testing the effectiveness of various marketing approaches and their success of gaining further children at events. The strategies are then dissected into which worked best in order to answer the question, “What branding strategies are most effective for non-profits which focus on children?”

Social Media Marketing Strategies For Small Businesses: A Comprehensive Guide To Success And Growth, Isaac Deel

Undergraduate Honors Theses

Social Media Marketing Strategies for Small Businesses: A Comprehensive Guide to Success and Growth, explores the use of social media marketing strategies for small businesses.The purpose of this study is to identify specific strategies, techniques, and best practices for successful social media marketing. Social media has become a powerful marketing tool for businesses to promote their products and services. However, small businesses face unique challenges in the marketing landscape, including limited resources and low marketing budgets. Social media provides a low-cost, highly effective way for small businesses to reach new audiences and communicate with potential customers. With the right strategies, …

Understanding The Impact Self-Service Technology (Sst) Has On Front-Line Employees (Fles) In A Retail Service Environment, Abigail Torres Rico

Marketing Dissertations - Archive

The widespread adoption of self-service technology (SST) has revolutionized how customers make decisions and dramatically shifted the roles of front-line employees (FLEs) in retail environments. However, most research on SSTs only focuses on their effects on customer behavior. This three-essay dissertation explores how SST affects the job outcomes of FLEs and their interactions with consumers in the current service environment. The first essay is a conceptual paper that overviews the current SST literature and proposes a theoretical framework that draws from the pyramid model and socio-technical system theory (STS). The second essay employs qualitative research methods, such as in-depth interviews …

Consumers' Perceptions Of Digital Privacy In The United States And Japan, Destiny Randle

Whittier Scholars Program

The purpose of my study is to explore the contours of contemporary consumer privacy protections derived from legislation, regulations and publicly available company policies as a way to get a better understanding of how consumer data is protected. A few examples ranging from company-based consumer protection in the United States to data breaches in Japan will be explored and examined. Finally, this paper includes a comparative survey of consumer perceptions and concerns related to personal data privacy in the U.S. and Japan. As a way to assess the degree to which digital privacy and personal data breaches have adversely influenced …

2023-May-01-Etsu/Norc Study Finds Rural People Face Greater Challenges To Substance Use Disorder Treatment, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – In early May, 11 cadets at East Tennessee State University received their commission as second lieutenants. Hailing from across the Southeast, these recent ETSU graduates joined a proud tradition – one that has been happening on campus for 70 years.

This year marks seven decades since what was then East Tennessee State College held its first commissioning ceremony in 1953.

“As we consider the past 70 years, ETSU’s Army ROTC program has not just been a source of outstanding officers for the United States military,” said Lt. Col. Kent Monas, a professor of military science at ETSU. …

2023-May-01-Discovering His Place In Politics, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 2023) – Aiden Graybeal felt drawn to politics from an early age.

“I’ve always been a weird political kid,” he said, “and there aren’t a lot of opportunities to explore that in high school and elementary school. My parents don’t know anything about politics – they don’t care to – so I had to do this all on my own. When I came to college, a friend said, ‘Hey, I’m going to do this TISL thing. Have you heard of this?’ I discovered there’s this whole world I was missing out on – all these things I’d …

2023-May-01-Etsu's Rotc Celebrates 70 Years, University Marketing And Communication, East Tennessee State University

ETSU News

A new analysis from the East Tennessee State University/NORC Rural Health Equity Research Center finds that people living in rural areas of the United States face greater challenges accessing substance use disorder (SUD) treatment than people living in urban areas.

The ETSU/NORC Rural Health Research Center is a partnership between the Addiction Science Center and Center for Rural Health Research, in the ETSU College of Public Health.

The study shows that rural residents are four-and-a-half times more likely than urban residents to be admitted to inpatient treatment through a court order or by law enforcement and nine times less likely …

2023-May-01-Eye Toward The Underserved, These 66 Will Change The World, University Marketing And Communication, East Tennessee State University

ETSU News

The Class of 2023 at East Tennessee State University Bill Gatton College of Pharmacy received their doctoral hoods this morning, officially becoming part of the college’s 14th graduating class. 

The Hooding and Commencement ceremony was held in the ETSU Martin Center for the Arts, where 66 student pharmacists earned the Doctor of Pharmacy degree.  

This ceremony, which was live-streamed at youtube.com/@etsupharmacy for those unable to attend, was part of ETSU’s commencement weekend. 

Dr. Debbie Byrd, dean of ETSU Bill Gatton College of Pharmacy, thanked the graduating class for the mark they left on the college. 

“We are so pleased you …