Marketing Commons^™

Corn Grain Marketing Strategy Unbiasing For 2023, Matthew Stockton, Shannon Sand

Cornhusker Economics

Discusses cognitive biasing errors that may be employed--in the context of corn market strategizing--such as the Dunning-Krueger effect, availability or distancing bias, gambler's fallacy, and anchoring bias.

Benjamin Family Social Media Fellows, Katie Barton, Jenna Cobb, Kayli Fagan, Myles Forgue, Ryan Hanewich, Jenny Lynch, Santiago Najarro Cano, Tess Sanchioni, Lily Zgurzynski

School of Business Student Scholarship

Katie Barton ’24, Major: Marketing, Minor: Communications

Jenna Cobb ’24, Majors: Management and Marketing

Kayli Fagan ’23, Majors: Business Management and Studio Art

Myles Forgue ’24, Majors: Marketing and Theology

Ryan Hanewich ’23, Major: Marketing, Minor: Film/Video

Jenny Lynch ’23, Major: Marketing, Minor: Finance

Santiago (Santi) Najarro Cano ’24, Major: Marketing, Minor: Theatre

Tess Sanchioni ’23, Major: Marketing, Minor: Finance

Lily Zgurzynski ’25, Major: Computer Science, Minor: Marketing

Mentor: Liz Kay, Marketing and Communications

A generous endowment gift from Class of 1991 alumni Meg and Adam Benjamin led to the creation of the annual Benjamin Family Social Media Fellowship in …

Marketing Campaign For Pope County Habitat For Humanity, Hailey Addison

ATU Scholars Symposium

Habitat for Humanity is a non-profit organization that assists families by building them homes. Habitat raises funds, interviews families in need and chooses a candidate, builds a home, and then gives the house to the family. What sets this organization however, is that they give a “hand up, not a hand out”. Instead of just giving them a house, they require the family to help build it. Also, the family is expected to pay an affordable mortgage back to Habitat. This philosophy promotes a sense of ownership in these new homeowners, and hopefully that will encourage them to take good …

2023-April-25-Awards Ceremony 2023, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, TENN. (April 25, 2023)—The following awards were presented on Friday, April 21, 2023, at the Holiday Inn in Johnson City, Tennessee. In order of presentation:

Leadership Awards

Presented by Dr. Debbie C. Byrd, Dean and Professor

Class of 2023
Jonathan Holan, President
Dakota Rorie, Vice-President
Madison Smith, Secretary/Treasurer
 
Class of 2024
Justin Powers, President
Riley Davis, Vice-President
Lauren Couch, Secretary/Treasurer
 
Class of 2025
Bailey Boyd, President
Michelle Tubolino, Vice-President
Caroline Brooks, Secretary/Treasurer
 
Class of 2026
Samira Allaf, President
Zachary Kennedy, Vice-President
Mackenzie Johnson, Secretary/Treasurer
 
Student Organization Presidents
Kimi Breede, American Association of Psychiatric Pharmacists
Kathryn Cifelli, Student Society …

The Impact Of Instagram Usage On Body-Esteem In Young Women In College, Kirsten Etzinger

Honors Projects

Instagram as a platform is increasing in popularity, especially among young women. Young women may use Instagram to keep up with their peers, follow trends, or as a way to express themselves. However, it is evident that young women can be negatively affected by the content they are exposed to on Instagram. This study examines the impact that increased Instagram usage can have on body-esteem in young women in college by evaluating their degree of Instagram usage, motivation to use social media for body comparison, and feelings of body-esteem. An online survey was conducted with BGSU college-age female students and …

Are All Body Sizes Beautiful? A Content Analysis Of Plus-Size Representation In Fashion Brands, Julia Mclaughlin

Honors Projects in Marketing

An abundance of body positive campaigns has become increasingly popular among fashion brands. The current study aims to analyze the consumers' perceptions of model's beauty attributes and well-being based on their body size. The purpose of the present research is to provide a deeper insight into the effects that models’ appearance poses on an individual's well-being. The goal of this study is to explore consumers' perceptions of model's beauty attributes and well-being based on their body size. By conducting a content analysis of female models in the fashion industry, consumers' perceptions of models' beauty attributes, well-being, and lifestyle were discovered. …

The Impact Of Diversity, Equity, And Inclusion In The Fashion Industry, Hannah Dreska

Honors Projects in Finance

This research study is an examination of diversity, equity, and inclusion in the marketing and infrastructure of companies within the commercial fashion industry. The aim of this paper is twofold. First, this paper examines the purchasing preferences and behaviors of young adults and whether their opinions on diversity and inclusivity impact it. Second, this paper examines the financial impact of companies that adopted an inclusive and diverse approach to their marketing strategies and company infrastructure. I hypothesize that inclusivity and diversity are qualities highly valued by consumers and would thus have a positive financial impact on companies that focus on …

Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch

Marketing Faculty Publications

Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this research gap, two experimental studies showed that context (e.g., experiencing a virtual sofa at home vs. in a university classroom) impacts consumer judgments and evaluations. The results reveal two primary effects of context. First, contexts in which virtual objects meet users' personal and cultural expectations associated with a specific location (e.g., a sofa in a …

2023-April-21-Their Contributions Are Changing Lives, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 21, 2023) – East Tennessee State University celebrated the legacy of two individuals with the dedication of the James and Nellie Brinkley Center.

Known for more than 20 years as the Millennium Center, the Brinkley Center is named in memory of benefactors James and Nellie Brinkley. The late James Brinkley attended University School on the (then) East Tennessee State College campus. It was there where he first met his future wife, Nellie.

He began his academic journey at ETSC; however, his education was interrupted by service in the United States Navy. After serving in the Pacific and …

The Life Of Una Estudiante Americana: Here Y Allí, Madeline Kastel

Honors Theses

The purpose of this study is to analyze the differences between studying Spanish at an American university, Western Michigan University, in Kalamazoo, Michigan to that of a study abroad program at La Universidad de Burgos, in Burgos, Spain in three main areas: teaching styles in classes, extracurricular activities and student experiences.

To begin this study, it is important to note the differences in demographics and available public transportation where each study took place: Kalamazoo, Michigan, USA and Burgos, Spain. In Kalamazoo, students have the option to use the city bus system, the Metro, for free, but tend to use their …

2023-April-19-Inaugural Conference For Center For Pharmacy Education, Advocacy, And Outreach Slated For May 8, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 19, 2023) – Ballad Health and East Tennessee State University Bill Gatton College of Pharmacy are hosting the inaugural conference for the Center for Pharmacy Education, Advocacy and Outreach on May 8 at Ballad’s Bristol Regional Medical Center in Bristol, Tennessee. The event is aimed at pharmacists and pharmacy technicians and will focus primarily on the topics of substance use disorder (SUD) and the opioid epidemic. Continuing education credit is being offered for each presentation during the program. 

Check in will take place between 8:30-9 a.m., with the conference starting at 9 a.m. in the Monarch …

2023-April-19-Rotation Spotlight- Sydney Fields ('23) Infectious Disease Focus At Va, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Sydney Fields ('23), from Jacksboro, Tennessee, who experienced a rotation in infectious disease at the James H. Quillen VA Medical Center in Johnson City, Tennessee.

What does your day look like on rotation?

Each day begins with a thorough assessment of each patient on the ID service where we assess for optimization or de-escalation of antimicrobial therapy based on patient specific parameters. Once the pharmacy team has adequately assessed each patient, we collaborate with the infectious disease providers during patient care rounds where treatment plans and drug therapies are implemented. Throughout the day we continue to trend labs, follow …

Advertising To Reduce Public Stigma And Its Associated Consequences For Medical Marijuana Patients, Jack Tishkevich

Honors Projects in Marketing

Medical marijuana patients must contend not just with their maladies, but with the social stigma surrounding marijuana use as well. This study hypothesizes that advertising can be used to positively influence individual’s acceptance of medical marijuana. It seeks to answer the questions: Can persuasive advertising be used to reduce stigma surrounding medical marijuana? Which advertising method is most effective in this persuasive process? To find the answer, a between subject, factorial design experiment is used. One of six randomized advertisements are shown to participants in a 3x2 (pathos, logos, ethos x guilt and shame) design. Participants opinions on the advertisement …

2023-April-17-Operation Project Earth.Pdf, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

On a distant corner of rural Washington County, ETSU public health students are learning how to make brick in order to help construct homes in isolated communities around the world. Not far away, another team is assessing how to get safe drinking water to residents of a remote village, while local elementary and middle school students dig deep in honing their skills in harvesting fresh vegetables.

Outside groups, including a local Air Force squadron, also are on site periodically to participate in mock disaster scenarios or other training exercises. And in the AdaptoPlay and “Go Baby Go” areas, young children …

2023-April-17-Frosty Scholarship.Pdf, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

“He was really a positive force in our program, and I have never heard one unkind word about him from anyone. His loss has been devastating for us all.” 

Dan Boner has many cherished memories of Aaron Foster, known by everyone as Frosty. Originally from upstate New York, Frosty came to ETSU with dreams of a future in bluegrass music. As a student, he performed in the Bluegrass Pride Band, recorded with other students, worked with the JAM program at University School, and ran the youth bluegrass programming for the Jenny Brook Festival in New York.

His future was promising. …

Examining The Complexity Of Cross & Collaborative Selling And Service-Sales Ambidexterity In Multi-Practice Professional Service Firms, Eduardo A. Suarez-Solar

USF Tampa Graduate Theses and Dissertations

What does it truly cost to acquire a new client? Managing Partners (MP) of Multi-Practice Professional Service Firms (MPPSF) have been asking themselves this question for years, mostly to no avail. The questions that should be deliberated are whether there exists an alternate method of acquiring new business in a more efficient, effective, and productive manner” and “whether such a procedure exists within the MPPSF that has not yet been fully developed? Neither of these questions can be determined until the following fundamental question is answered, namely whether and how does cross collaborative and service-sale ambidexterity sales occur within an …

2023-April-12-Nyc, Here We Come.Pdf, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (April 12, 2023) Immediately following the April 6 announcement by Macy’s that the ETSU Marching Bucs will appear in the 2024 Macy’s Thanksgiving Day Parade and the presentation of a $10,000 check from the Macy’s organization, fundraising to get the students to the Big Apple began. In fact, the first local gift already has been made.

NYC! Here we come!

Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch

Marketing Faculty Publications

Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this research gap, two experimental studies showed that context (e.g., experiencing a virtual sofa at home vs. in a university classroom) impacts consumer judgments and evaluations. The results reveal two primary effects of context. First, contexts in which virtual objects meet users' personal and cultural expectations associated with a specific location (e.g., a sofa in a …

Student Motivation For Using Aarc Services, Madison Frost

Undergraduate Research Conference

Why do students not use AARC services? Are there actions the AARC could take to improve student attendance?

The Effect Of Competitors On Lululemon’S Customer Attraction & Retention, Tristan Rea

Undergraduate Research Conference

No abstract provided.

The Perception And Stigma Of Onlyfans And Its Users, Tristan Rea, Tanzi Stafford, Alexandria Mcadams, Walker Ridgeway

Undergraduate Research Conference

• How do individuals perceive OnlyFans and its users? • How willing are people to engage with the site? • Do people view OnlyFans as a legitimate form of income?

Stephen F. Austin State University Parking, Madilyn Williams, David Gonzalez

Undergraduate Research Conference

Objectives: • To investigate student's satisfaction with SFA parking using a graded scale. • Find out if there is a specific aspect of SFA parking that needs to be improved and if needed improvements how to achieve this goal.

Permission-Based Marketing: Using Gis To Create Information Visualizations For Nonprofit Organizations., Mark J. Sciuchetti Dr., Jianping Huang

Atlantic Marketing Association Proceedings

No abstract provided.

Putting People First: Female Ceos And Relational Csr, Prachi Gala, Duncan Nicol

Atlantic Marketing Association Proceedings

No abstract provided.

2023-April-11-Student Pharmacists Earn Top National Honor For Drug Misuse Education, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 11, 2023) -- A student organization at East Tennessee State University Bill Gatton College of Pharmacy earned the top honor for service organizations in the country for educating the community about prescription drug misuse.    

The college’s American Pharmacists Association-Academy of Student Pharmacists (APhA-ASP) Operation Substance Use Disorders (SUD) committee (formerly Generation Rx) won the APhA Operation Substance Use Disorders Chapter Achievement Award for 2021-2022. The group was honored last month at the American Pharmacist's Association annual meeting in Phoenix, Arizona. 

This is the 10th consecutive year that the chapter has been recognized either nationally or regionally, and …

2023-April-11-Student Pharmacists Earn Top National Honor For Drug Misuse Education, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 11, 2023) -- A student organization at East Tennessee State University Bill Gatton College of Pharmacy earned the top honor for service organizations in the country for educating the community about prescription drug misuse.    

The college’s American Pharmacists Association-Academy of Student Pharmacists (APhA-ASP) Operation Substance Use Disorders (SUD) committee (formerly Generation Rx) won the APhA Operation Substance Use Disorders Chapter Achievement Award for 2021-2022. The group was honored last month at the American Pharmacist's Association annual meeting in Phoenix, Arizona. 

This is the 10th consecutive year that the chapter has been recognized either nationally or regionally, and …

“Turning Role Conflict Into Performance”: Assessing The Moderating Role Of Self-Monitoring, Manager Trust And Manager Identification, Ashish Kalra, Omar S. Itani, Sijie Sun

Marketing Faculty Publications

Purpose

This study examines the contextual variables that can curb the negative effects of role conflict on job satisfaction and enhance the positive effect of job satisfaction on creativity and service performance. More specifically, adopting the job demands-resources theory, the authors explore the interactive effect of frontline employee (FLE) self-monitoring and FLE-manager trust on the relationship between role conflict and job satisfaction. Extending this line of inquiry, the authors adopt social identity theory and analyze the moderating effect of FLE-manager identification on the relationship between job satisfaction and creativity and between job satisfaction and service performance.

Design/methodology/approach

Dyadic data utilizing …

Cannabidiol (Cbd) & The Confused Consumer: How A Lack Of Leadership And Education Is Stunting Cbd Growth, Katelyn Wandel

Honors Theses

This paper expands upon previous research conducted to observe and determine the impact and relationships of factors like knowledge, trust, and intent to purchase for controversial products among consumers. Cannabidiol (CBD) is the primary controversial product further explored in this paper. The objective of this paper is to analyze the results in this research and how they relate to the question would clearer regulations, more standardization, legal guidelines, and general knowledge enhancement impact overall product trust and purchase intent of products? In addition to this primary research objective, analysis of sources and factors that impact and threaten the level of …

An Exploration Of Best Practices For Personal Branding On Social Media In The Fashion Industry, Danielle Brickner

Honors Projects

The purpose of my project was to evaluate the personal branding tactics that are used to be successful on Instagram in the fashion industry. Social media is a growing tool for influencers and brands. Since its creation in 2010, Instagram has become one of the most popular platforms, specifically for the fashion industry as it is centered around photos. This project explores how authenticity, creating a target audience, and utilizing content activities plans can impact one’s success on Instagram. Throughout the project, I used these three criteria on a fashion-oriented Instagram account to determine how these factors can impact post …

Best Practices For Social Media Branding, Allison Myers

Honors College Theses

Social media is a fast growing marketplace for businesses to advertise themselves to established and potential consumers. Each platform has different algorithms, demographics, and ways for users to interact and connect. Even with a constantly growing research field and course options around the subject, understanding the behaviors of viewers on each app can still be a tough guessing game. Therefore, I have used both research studies and online courses, to present a strategy with which to efficiently and effectively market one’s business for Facebook, Instagram, and TikTok. I then present ways to understand the success of this and personal marketing …