Marketing Commons^™

The Emergence Of “Createch” As A Required Or Desired Skill For Digital Marketing Internships, Theresa Clarke, Jordan A. Pratt, Canessa N. Collins

AMTP Proceedings 2023

See the uploaded file for an extended abstract.

2023-March-03-Etsu Offering Overnight Pharmacy Camp June 5-9, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (March 7, 2023) – Students interested in learning more about the pharmacy profession can attend the GattonRx Summer Camp at East Tennessee State University Bill Gatton College of Pharmacy, an overnight camp on June 5-9. Registration is $200, and the deadline to apply is April 10. Scholarships are available for students who currently receive free or reduced school lunches or need assistance.

The camp is open to rising high school juniors, seniors and college students. Other levels may be considered on an individual basis.

Activities include:

• learning about the pharmacy profession from experienced, caring faculty,
• conducting …

The Power Of Algorithms And Big Data: A Marketing Perspective On Consumer Manipulation In Business, Jordan C'Rene Reuille-Dupont

University Honors Theses

In marketing, predictive analytics molds big data into tools that can create demographics, target pleasurable neuromodulator chemicals like dopamine, and influence individual and societal behavior patterns. Professionals and scholars alike can use machine-based computation to transform big data into usable knowledge that accurately represents and tracks human behavior. In the past couple of decades this has led to the acceleration of the attention economy and has fueled the age of information. It has pushed countries to not only enforce new laws and regulations, but also race to secure control over data science technologies. The research for this thesis will ultimately …

Predicting Mobility Using Limited Data During Early Stages Of A Pandemic, Michael T. Lash, S. Sajeesh, Özgür M. Araz

Department of Marketing: Faculty Publications

The COVID-19 pandemic has changed consumer behavior substantially. In this study, we explore the drivers of consumer mobility in several metropolitan areas in the United States under the perceived risks of COVID-19. We capture multiple dimensions of perceived risk using local and national cases and death counts of COVID-19, along with real-time Google Trends data for personal protective equipment (PPE). While Google Trends data are popular inputs in many studies, the risk of multicollinearity escalates with the addition of more relevant terms. Therefore, multicollinearity-alleviating methods are needed to appropriately leverage information provided by Google Trends data. We develop and utilize …

The Dedicated Truck To Take You To The Train Station: A Case Study On Ram's Marketing Strategy Through The Hit Series, Yellowstone, Hailey Keidel

Experience Industry Management

A company’s marketing strategy is crucial to said company’s success and expansion throughout its lifecycle. When looking at the automotive industry and its marketing standards, RAM is taking a step beyond with its partnership with Yellowstone. The purpose of this study was to analyze RAM’s marketing strategy in the Paramount series, Yellowstone. A case study was conducted on RAM through a tool created by the researcher with data collected from RAM’s core site, Yellowstone’s core site, and a variety of news and statistic outlets. The results of this study determined that RAM’s marketing strategy is highly successful in connection with …

Ace! How The Waste Management Phoenix Open Rose From The Ash Heap To Become A Sponsorship Exemplar, Lee P. Mcginnis, Keevan Statz

Journal of Applied Sport Management

Waste Management leverages the PGA TOUR’s so-called “People’s Open” in a manner that is unparalleled in the sport industry. The Waste Management Phoenix Open (WMPO) is not only a zero-waste event but also utilizes activation tactics that maximize this value proposition for consumers through sponsored activities that engage fans of all ages, backgrounds, and motivations. After an extensive analysis of the event and what makes it distinct, we propose a framework that we term ACE (Activation optimization, Cohesive value propositions, and Experientially focused programs), which can serve as a three-pronged test that event/property owners and sponsors alike can use to …

Factors Influencing The Green Purchase Intention Among Consumers: An Empirical Study In Algeria, Abir Alalei, Muhammad T. Jan

Journal of Global Business Insights

The main objective of the study is to investigate factors influencing the green purchase intention of Algerian consumers using the Theory of Planned Behavior (TPB). Furthermore, it aims to examine the impacts of subjective norms, consumer attitude, environmental knowledge, and green label variable to the consumer purchase intention. The authors proposed the model of TPB that combines three constructs namely attitude, subjective norms, and perceived behavioral control. The subjective norms and consumer attitude variables were directly adopted from the TPB Model. In addition, environmental knowledge and green label variables were added based on the review of the literature. The study …

2023-March-01-Etsu Pharmacy Alumnus Demonstrates Critical Role Of Pharmacists After Medical Emergency, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

When East Tennessee State University (ETSU) Bill Gatton College of Pharmacy alumnus Hayden Stanton (’22), PharmD, MBA, went to work at Food City Pharmacy in early December, it was just another day in the life of a community pharmacist: verifying prescriptions, giving vaccinations, and counseling patients to aid in taking medications effectively.  

But what he didn’t expect was a medical emergency that would have him go beyond his usual community pharmacy role and put his medical training to the test.

Katie Callerhorn, a current medical student at ETSU Quillen College of Medicine, was experiencing what she thought was an allergic …

2023-March-01-Meet Railroad 'Captain Tom' Goodin, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Supervisors called him faithful and loyal and ever safety-minded. Patrons lauded him for kindness and empathy. 
 
Some said he loved the job more than life itself. 
 
One thing is for sure: he was passionate about the railroad.
 
The late Thomas E. Goodin, a conductor with the Clinchfield Railroad, is an anomaly in railroad history. He worked an astonishing 51 years and received neither an injury nor a demerit.

ETSU’s Archives of Appalachia home to hundreds of artifacts

This work and more has been digitally cataloged by the Archives of Appalachia, part of the Center for Appalachian …

2023-March-01-Primary Sources, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2023-March-01-Wets-Fm Spring Fund Drive Happening Soon, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Listener support has kept public radio on the airwaves in the Appalachian Highlands for more than four decades. Listener support has kept public radio on the airwaves in the Appalachian Highlands for more than four decades. 

WETS-FM, located on the campus of East Tennessee State University, is asking for that support to continue. 

The station’s spring fund drive runs March 18-24.

“From news stories to informed opinion, public radio is critical here and throughout our country,” said Chad Barrett, station director. 

Donations made to the station go directly to support programming from NPR, APM and …

2023-March-01-Why I Teach- Dr. Daryl Carter, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2023-March-01-Bucwire-Students Choose New Id Card Design, University Marketing And Communication, East Tennessee State University

ETSU News

And the winner is … the Carillon sunrise design!

ETSU students chose a new ID card design last week through an online vote. Out of five options featuring campus and regional landmarks, students selected a design that combined both, with a silhouette of the ETSU Foundation Carillon in the foreground on the right, with the golden sun rising over blue mountains in the background.

Out of 3,052 total votes, the winning design received 1,221 votes, followed by the second-place design – an abstract depiction of the Southern Appalachian mountains – with 828 votes.

The five card designs were created by …

2023-March-01-Etsu Expands Focus On Community-Engaged Learning And 'Real-World' Experience, University Marketing And Communication, East Tennessee State University

ETSU News

A partnership with the Johnson City Police that allows students to shadow officers. 

A project with Bristol’s Steele Creek Park where students organized a natural history of the park.  

Work with the ETSU Research Corporation that afforded students the opportunity to create webpages and produce videos and social media advertisements for a large-scale event. 

For those who think college is all about required reading and lectures, East Tennessee State University is urging them to think again. 

These projects and many more are at the center of ETSU’s focus on providing community-engaged learning opportunities as part of the institution’s Quality Enhancement …

2023-March-01-Etsu Announces Entrepreneurial Competition, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – A “Shark Tank” style entrepreneurship competition offers East Tennessee State University students and faculty the unique opportunity to win seed money for their innovative ideas.   

The iBUCS Student Venture Pitch Competition, hosted by the College of Business and Technology, allows participants who enter the contest to develop a business plan and pitch that idea to a distinguished panel of judges. 

The iBUCS pitch competition empowers participants with a passion for start-ups to develop their idea into a pitch deck, or they can do so as part of a team. Up to $6,000 in cash awards is …

2023-March-01-Esports Head Coach Accepted Into Prestigious Course, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Class is in session for East Tennessee State University’s Varsity Esports team Head Coach Jeff Shell. Shell, who has led the team since November 2019, has been accepted into a course taught by Parth Naidu, an integral figure in the advancement of the gaming community. 

Naidu is the former head coach and general manager of Team SoloMid (TSM), the world’s largest professional esports organization. Naidu has since launched his own company, SIDO, a distinctive research and consultancy group. The company is focused on a long-term approach to esports with a goal of proving the possibility to create …

2023-March-01-Etsu Secures Respected Military Friendly Designation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – After almost 12 years of active duty in the United States Marine Corps, Jake Berens wanted to pursue a career in medicine. 

The health sciences major, now the president of the ETSU Student Veterans of America, started classes at ETSU in January 2022.

Veterans Day Ceremony at ETSU

“The Office of Military and Veteran Services at ETSU consists of an incredible team of veterans whose passion has been instrumental in improving the veteran and military-affiliated student experience on campus,” he said. “The work that this office does is remarkable, and the value is impossible to measure for …

Harnessing The Power Of Video Ads, Linyi Li

Asian Management Insights

In digital advertising, video ads as a top-of-funnel function have a longer-lasting efect than display and search ads on a consumer's consciousness.

Dunites Wine Company: Digital Redesign, Alexandra Messner

Graphic Communication

This project is a digital redesign for Dunites Wine Company, a small San Luis Obispo wine brand. By improving their website usability and consistency, Dunites Wine Co. can generate excitement and awareness about their brand. The end deliverables will include photography, refreshed branding, and an updated website.

2023-March-01-Ben And Jerry's Co-Founder Speaking At Etsu Civility Week, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University will soon celebrate Civility Week, an intentional period of connection, conversation and reflection on the university community’s core values.

The event begins Thursday, March 23, and runs through Tuesday, April 4.

Among this year’s speakers is Jerry Greenfield, co-founder of Ben & Jerry’s Ice Cream. His best-selling book “Ben & Jerry’s Double-Dip: How to Run a Values-Led Business and Make Money, Too,” which he wrote with fellow Ben & Jerry’s co-founder Ben Cohen urges a values-led business that benefits communities.

Greenfield will speak at 6:30 p.m. on Tuesday, April 4, at the ETSU …

2023-March-01-Etsu Will Celebrate Disability Awareness With March Event, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University will celebrate disability awareness in a special program on campus this week. 

The event is happening Friday, March 10, from 10 a.m.-4 p.m. in the D.P. Culp Student Center Cave. 

“We are thrilled to host this event as a way to bring awareness to students on campus with differing disabilities, as well as the services available on campus and potential career paths,” said Jacy Sims, president of the Rehabilitative Health Sciences student organization. 

Several organizations will be present to highlight accessibility and share stories. The public is welcome at this free event. 

“Disability awareness is everybody’s …

2023-March-01-Etsu's Center For Cinema Hosting Events, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The East Tennessee State University Center for Cinema will present “territoriality,” a weekend event consisting of film screenings and workshops. This marks the center’s third time employing film as a catalyst for conversation, education and action. 

On Friday, March 31, there will be three films shown at the Wallace Theatre, located at 215 E. Main St. in Johnson City, starting at 7 p.m. Jami Bennett’s “Ten by Ten,” Patrick Bresnan’s “Rabbit Hunt” and Nick Crockett’s “Timber!” will be screened. A panel discussion will follow the screenings to discuss food, place and culture. The discussion will be moderated …

2023-March-01-Etsu Trio Students Win State Competition, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Students from East Tennessee State University’s Upward Bound have impressively captured a state competition.  

ETSU students won the Tennessee TRIO Upward Bound Scholars Bowl and will now represent the state in the Southeastern Association of Educational Opportunity Program Personnel in late April. They will compete against state champions from Alabama, Florida, Georgia, Kentucky, Mississippi, North Carolina and South Carolina. 

The ETSU students are:  

• 
  
  Abby Rowland (Dobyns-Bennett High and captain)  
• Hope Conover (Hampton High)
• Cooper Curtis (Sullivan East High)
• Simon Eller (Hampton High)
• Aidan Lambert (Hampton High)  
• Tori Casbeer (Hampton High)
• Logan Brochu (Hampton High)  
• Diego Gomes-Ramos (Sullivan …

2023-March-01-Go Beyond Project Earth, University Marketing And Communication, East Tennessee State University

ETSU News

For more than a decade, the ETSU-Eastman Valleybrook Campus has been home to pioneering public health programs that were featured in a national journal, Wildnerness & Environmental Medicine.

The ETSU-Eastman Valleybrook campus, located on Pickens Road in Kingsport, houses the ETSU College of Public Health’s nationally award-winning Project EARTH curriculum and the Niswonger VILLAGE, the only public health simulation lab of its kind in the country that replicates how people live and work in low-resource settings. 

“When you think of higher education, you think of classrooms and office spaces,” said Harrison Ihrig, a graduate student in the ETSU …

2023-March-01-Etsu's Cybersecurity Team Achieving Success, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY - For years, experts have warned that cybersecurity should be taken seriously. East Tennessee State University students are doing just that.
 
The university’s cybersecurity team has earned a prestigious honor, placing third in the regional round of the 2023 Southeast Collegiate Cyber Defense Competition. The competition featured 33 teams, with only the top eight moving to the regional round.

ETSU's cybersecurity team

“Compliments to Dr. Biju Bajracharya and the team for their success to date. ETSU’s cybersecurity program is preparing students to meet the demands of the contemporary business environment and help organizations secure their valuable resources,” said …

2023-March-01-Meet Ethel Ngene, University Marketing And Communication, East Tennessee State University

ETSU News

“I’m very invested in rural health, in underserved populations, because I, for one, came from that background,” said Ethel Akuabata Ngene, who found what she was looking for at ETSU’s Gatton College of Pharmacy. “They are very invested in rural education and making sure that we are prepared to take up the challenges involved as pharmacists in rural environments or underserved populations.”

Ngene grew up in the small village of Akwuke, Nigeria, and was inspired by the dedication and sacrifice of her widowed mother, who went back to school to earn a bachelor’s degree and became a teacher to provide …

2023-March-01-In All She Does- Positivity, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – A partnership with Taylor Swift. Producing street art for Super Bowl 2020. Crafting murals and launching a viral #WhatLiftsYou social media campaign following the devastating school shooting in Parkland, Florida.   

Kelsey Montague, one of the best-known illustrators in the world, has taken her creative craft across the globe.  

Add East Tennessee State University and Johnson City to her portfolio.  

Montague finished painting a mural at the university earlier this week. Located near the Ballad Health Athletic Center (Mini-Dome) and the parking garage, the navy and gold mural features design elements unique to both ETSU and the region: …

A Cross-Cultural Analysis Of Ridesharing Intentions And Compliance With Covid-19 Health Guidelines: The Roles Of Social Trust, Fear Of Covid-19, And Trust-In-God, Md Nazmus Sakib, Fuad Hasan, Md Al-Emran, Reto Felix

Marketing Faculty Publications

Ridesharing services such as Uber and Lyft have been substantially affected by the ongoing COVID-19 pandemic. Drawing on social capital theory, the current research investigates how social trust relates to three types of trust in compliance with COVID-19 guidelines and consumers' ridesharing intentions. Analyzing data from two economically and culturally distinct countries, the results suggest that social trust positively affects trust in platform companies' compliance with COVID-19 guidelines (TPC), but not (or to a lesser extent) trust in drivers' (TDC) and other riders (TRC) compliance with COVID-19 guidelines in both the United States and Bangladesh. Importantly, TPC, TDC, and TRC …

Sophisticated Vs. Rugged: Examining Gendered Brand Communication Styles And Social Media Engagement, Joanne T. Cao, Jamye Foster, Gallayanee S. Yaoyuneyong, Lacey K. Wallace

Faculty Publications

Advertising and marketing managers understand that not all brands need to be on social media, but what is not clearly understood is consumers’ engagement expectations for brands that are on social media. Therefore, this study investigates the impact of brand personality, specifically sophisticated and rugged brands, and gendered communication styles on consumers’ expectations of social media engagement. A scenario-based experiment is performed to test the hypotheses using a mock brand. The main study consisted of a Qualtrics consumer panel, and a MANOVA was utilized to examine three components of social media engagement (consumption, contribution, and creation) on the two brand …

2023-March-01-Etsu, Bristol Motor Speedway Hosting Breaking Into Sports, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – In partnership with East Tennessee State University’s Sport Management Program, Bristol Motor Speedway will host a “Breaking Into Sports” event later this month. 

“This networking event benefits both students and organizations,” said Dr. Amanda “Amy” Greene, associate professor of sport management in the Department of Sport, Exercise, Recreation and Kinesiology. “Providing students an opportunity to get out of the classroom and meet professionals is a vital part of building connections within the sport industry.”

Event is March 29

This hands-on-learning event has generated past success for students.  

“I met one of the ETSU athletic administrators at …