Marketing Commons^™

Launching An Online Boutique And Analyzing Digital Marketing Strategies Used, Kayla Weyers

Honors Program: Senior Projects (Public)

Digital marketing is becoming more relevant and widely used in the marketing industry. In order to use the marketing skills that I have learned through my marketing major in a real-world scenario, I launched an online women’s clothing store called Ash + Grae. This paper examines the start-up process and legal obstacles of opening a small business. It also analyzes the different marketing techniques by comparing digital marketing strategies such as social media, influencer, email, and SEO marketing.

Optimal Channel Strategy Of Luxury Brands In The Presence Of Online Marketplace And Copycats, Sarah Yini Gao, Wei Shi Lim, Ziqiu Ye

Research Collection Lee Kong Chian School Of Business

The strategic interaction between authentic luxury brands and their copycats has evolved since the proliferation of online marketplaces. Using a game-theoretic framework, we examine how an authentic luxury brand, observing the strategic behavior of its competing copycats, should make its optimal entry decision to a third-party online marketplace. Our findings reveal that the authentic luxury brand does not sell on the online marketplace when either the quality or the physical resemblance of the copycat to the authentic luxury brand is high. This contributes to the related literature by offering an explanation for the increasing quality of copycats amid the e-commerce …

The Impact Of The Covid-19 Pandemic On Online Food Delivery Apps, Lauren Morell

UNLV Theses, Dissertations, Professional Papers, and Capstones

The restaurant industry continues to change as Online Food Delivery apps (OFD) continue to gain more popularity because of the COVID-19 pandemic. The food delivery market has grown over 52% since the start of the pandemic. Online food delivery app platforms like DoorDash, UberEats, and Postmates began to offer delivery over the past decade, rapidly growing with the help of ghost kitchens. Consumer behavior factors and intention to use OFDs have changed as more advanced app technology becomes available, and as the restaurant industry navigates the COVID-19 pandemic restrictions. Many consumers favor mobile delivery apps overall convenience and perceived usefulness. …

Negative Customer Reviews And The Online Decision-Making Process: The Role Of Construal Fit, Minji Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

Consumers seek out online reviews to aid their decision-making, particularly when purchasing products and services online. Given their power to influence consumer behavior, online reviews have been extensively studied in various settings. While much research has focused on what determines the performance of online reviews, limited research has focused on why a particular review receives more or less attention from consumers. This study aims to fill this knowledge gap by exploring how consumers with different mindsets respond to online reviews framed at different levels of construal. Applying the construal fit principle, this research predicts that consumers more fluently process online …

Salesperson-Customer Dyads In The Casino Gaming Industry: How Sales Competencies And Relationship Lifecycles Influence Customer Satisfaction And Account Profitability, Alicia Lechtenberger

UNLV Theses, Dissertations, Professional Papers, and Capstones

Developing extraordinary relationships between sales personnel and customers is essential to corporate success. To meet the increasing demands of customers within the hospitality industry, corporations must ensure they pair customers with salespeople who are highly competent, possessing refined and adaptable skill sets that directly increase customer satisfaction and account profitability. Corporations spend billions of dollars annually on hiring and training salespeople; yet, salespeople often quit or miss their quota targets. Considering this industry-wide business problem, the purpose of this dissertation study was to determine how sales competencies influence customer satisfaction and account profitability while taking into consideration the duration of …

2022 December, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2022.

The Impact Of Subscription Programs On Customer Purchases, Raghu Iyengar, Young-Hoon Park, Qi Yu

Research Collection Lee Kong Chian School Of Business

Subscription programs have become increasingly popular among a wide variety of retailers and marketplace platforms. Subscription programs give members access to a set of exclusive benefits for a fixed fee upfront. In this paper, we examine the causal effect of a subscription program on customer behavior. To account for self-selection and identify the individual-level treatment effects, we combine a difference-in-differences approach with a generalized random forests procedure that matches each member of the subscription program with comparable non-members. We find subscription leads to a large increase in customer purchases. The effect of subscription is economically significant, persistent over time, and …

Arts Marketing, David Ocon

Research Collection School of Social Sciences

Although there are hundreds of resources on traditional and commercial marketing, the materials available specifically for arts marketing are scarce, posing additional challenges for Gillian. Furthermore, while some focus on arts management, few of them address marketing from the perspective of a small-to-medium (often financially struggling) arts organization. An organization like Gillian’s often has limited resources, both financial and human, and can only approach marketing informally. However, it experiences the same pressures to perform well as larger arts institutions. Often, survival depends on how well it implements the marketing strategies that marketing staff create on their own. This chapter is …

2022-November-29-Student Pharmacists Collect Boxes For Operation Christmas Child, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Nov. 29, 2022) – Student pharmacists at East Tennessee State University Bill Gatton College of Pharmacy are helping children in need across the world.

The college’s Christian Pharmacist Fellowship International (CPFI) chapter filled 47 shoeboxes as part of Operation Christmas Child, a project of Samaritan's Purse, an international Christian relief and evangelism organization headed by Franklin Graham. Since 1993, more than 168 million Operation Christmas Child gift-filled shoeboxes have been distributed to children in more than 160 countries and territories.  

“That's 47 lives touched all the way across the ocean from a small organization in East Tennessee,” …

An Evaluation Of Product Descriptions And Brand Trust As Influencers Of Purchase Intent In A Luxury Second Hand Ecommerce Shopping Environment, Nyiesha Jones

Research Psychology Theses

In a world where fashion is a one-and-done look for an Instagram photo, represents 4% of global waste, and is growing at a rate of 11 times faster than traditional retail, there is a growing interest to reduce the carbon footprint of fashion by offering outlets for consumers to circulate their wardrobe through consignment opposed to throwing it away (Bird, 2018). Research has been done to evaluate the importance of information on e-commerce websites, with little focus on secondhand e-commerce. Previous research on secondhand shopping focuses mostly on shopping motivations, but once a customer has decided to shop secondhand what …

Engaging With Omnichannel Brands: The Role Of Consumer Empowerment, Omar S. Itani, Sandra Maria Correia Loureiro, Zahy Ramadan

Marketing Faculty Publications

Purpose

This study aims to integrate brand and retailer levels variables to examine the direct and indirect relationships between omnichannel retailing and consumer engagement.

Design/methodology/approach

Survey data are collected from a sample consumers of different omnichannel retailing brands operating in the skin care industry. Partial least squares structural equation modeling is utilized.

Findings

The study finds brand channels' integrated interactions (process and content consistency) to increase consumer brand engagement. Findings show retailer consumer empowerment to intensify the impact of omnichannel retailing on consumer engagement. Results also show brand channels' integrated interactions to increase consumer brand familiarity, which mediates the effect …

2022-November-22-Reindeer 5k Run-Walk, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 22, 2022) – The Organization of Student Representatives (OSR) at East Tennessee State University’s Quillen College of Medicine is hosting a 5K Reindeer Run/Walk fundraiser on Saturday, Dec. 3, at 1 p.m. to benefit the Willow Unit at Woodridge Hospital.

“For the past two years, OSR has hosted a virtual 5K fundraiser event for the Willow Unit at Woodridge,” said first-year medical student and OSR representative Tia Shutes. “This year, we are hosting an in-person 5K that promotes good health and allows us to continue this tradition.”

Registration for the 5K is $10 per person, and the …

The Intersection Of Digital Communication & Non-Profit Organizations, Aliyah Burton

Senior Honors Theses

Non-profit organizations are actively addressing prevalent issues in society, seeking to benefit the public and those in need through various forms of intervention and programming. Non-profits have unique leadership and culture, requiring models of communication that fit these unique qualities. Communication is vital to the success of non-profits, particularly in a digital age. This thesis synthesizes the current research on non-profit culture and leadership with data on donor trends, online giving, social media practices, and more points of interest for non-profits when it comes to digital communication. Additionally, a connection is made between strong digital communication strategies and ongoing donor …

2022-November-17-Talk To Focus On Obesity Treatment Strategies, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 17, 2022) – “A Journey Through Obesity, Weight Bias and Obesity Treatment: Your Primer to a Reduced-Guilt Thanksgiving” is the topic of the final presentation of the fall semester in the East Tennessee Ballad Health Strong BRAIN Institute Resilience Series.

ETSU alumna Dr. Hannah Lawman will be the guest speaker for the free virtual presentation on Monday, Nov. 21, at 11 a.m. Participants may register for the Zoom link at tinyurl.com/resilience11-2.

In her presentation, Lawman, a clinical health psychologist, will review influences on obesity and obesity treatment strategies ranging from biological to cultural. Participants will gain …

2022-November-17-P2 Named World Powerlifting Champion In Categories, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Nov. 17, 2022)—Earning a Doctor of Pharmacy is a heavy lift for most student pharmacists, but East Tennessee State University Bill Gatton College of Pharmacy P2 Brie Levy’s strength goes well beyond the classroom.

Levy, from Chattanooga, recently was named a World Powerlifting Champion in three categories for her weight class, bench press, deadlift and squat, while competing with Team USA in the International Powerlifting League Drug Tested Worlds in Surfers Paradise, Australia. In addition, she broke eight world records, six national records, and eight Tennessee records.

“It is really cool knowing that I have world records …

2022-November-15-Veterans Day Spotlight, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

On this Veterans Day, we honor the many ETSU Gatton College of Pharmacy student pharmacists, alumni, faculty, staff, and preceptors who have served in our nation's military. Since our college is located on the Mountain Home VA Campus, we see the evidence everyday of the ultimate sacrifices our veterans have made.

Meet P1 Lieutenant Andrew Hensley, from Valdosta, Georgia, who served in the U.S. Navy as a Surface Warfare Officer (SWO) and retired after nearly six years.

How did your military career help you in your pharmacy career?

AH: The military gives one an experience you cannot get anywhere else. …

Doing Good: Navigating The Csr Maze In India – Review Of Book By Meena Raghunathan, Ruchi Tewari, Aatman Shukla

Markets, Globalization & Development Review

No abstract provided.

Competing Visions Of Fundamental Global Change: Comparative Book Review Of Rethinking Humanity By Seba & Arbib, Cristian Ziliberberg

Markets, Globalization & Development Review

No abstract provided.

A Global Palette Of Insightful Reviews, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Factors Influencing Foreign Products Purchase Intention Of Mongolian Consumers, Urandelger Gantulga, Munkhbayasgalan Ganbold

Asia Marketing Journal

The current study examines how ethnocentrism influences the relationship between country image, product image, quality, and purchase intention for foreign goods. It is necessary to explore and analyze the connection between consumer ethnocentrism and purchase intention to develop marketing strategies that influence consumers' purchasing decisions. Accordingly, this article develops the research model to determine the impact of specific product determinants on consumer purchase intention towards foreign products. An online survey was carried out to reach the research objective. Four hundred effective questionnaires were analyzed using SPSS 23 and Smart PLS 3.3. The results showed that foreign product quality and image …

2022-November-10-Addiction Science Center Earns State Award, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 10, 2022) – The Addiction Science Center at East Tennessee State University received the Advocate of Peer Recovery Service-Agency Award from the Tennessee Certified Peer Recovery Specialist Program of the state Department of Mental Health and Substance Abuse Services.

This award, presented at the virtual annual conference of Tennessee Certified Peer Recovery Specialists, is presented to the group or agency that has, over the past year, been at the forefront of advocating for peer recovery services that empower Tennesseans with a mental health and/or substance use disorder. The entity receiving the award has championed the advancement of …

Marketing's Contribution To Consumer Welfare, David W. Stewart

Marketing & Business Law Faculty Works

The marketing discipline emerged in the early 20th century in response to the needs for new institutions and processes for delivering goods and services to an increasingly urbanized and diverse market. Evidence suggests that the value delivery system(s) that have emerged have substantially improved consumer welfare. This history and success of the marketing discipline is frequently overlooked in discussions of markets and marketing. This paper suggests the need to place discussion of the role of marketing and its contributions to social welfare in an appropriate historical context. It also draws attention to the need for research on the complementary roles …

2022-November-04-Etsu To Be Regional Host For Tn Health Careers Summit And Expo, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Nov. 4, 2022) – East Tennessee State University will be the regional host site for the TN Health Careers Summit and Expo on Tuesday, Nov. 15.

This on-campus event promotes health professions and celebrates health as a career path for high school students. Students, teachers and advisers are invited to participate. Those attending will meet and network with health professionals and health programs, learn from a keynote panel of health leaders in the state of Tennessee and participate in breakout sessions to build skills and knowledge to be successful in health professions. They will also engage in a …

Modelling Consumer Behavior In The Context Of Virtual Market Space, Services, Impulse Buying And Higher Education., Smitha Nayak

Management Collection

Human behavior is often characterized by deviations from perfect rationality and influenced by numerous factors that could the researcher’s view of underlying causalities. Exploring antecedents of human behavior provides a pathway for managers in making evidenced-based management decisions. Thus, I have an interest in contributing to a deeper understanding of modeling consumer behavior. Through my research journey, I have published papers on modeling consumer behavior, primarily in the context of service marketing, impulse buying, and healthcare. My research interests are also anchored around higher education and has resulted into a bok chapter titled Management Education for Global Leadership: Need for …

2022-November-01-2022 Etsu Alumni Awards, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The East Tennessee State University National Alumni Association presented its 2022 Alumni Awards on Friday, Nov. 18, during a special awards dinner.

George L. Carter Award

William B. Greene Jr.

William B. Greene Jr. received the George L. Carter Award. This award is the highest honor bestowed upon graduates or friends of ETSU who have made the university a more dynamic and viable force in the world of higher education. The award is named for the industrialist, railroad magnate and philanthropist who provided land, enlisted support and organized local government agreements in the successful campaign to …

2022-November-01-Etsu Nursing Student Making A Difference For Teen Moms, University Marketing And Communication, East Tennessee State University

ETSU News

Brittney Daniels holds a special place in her heart for teen moms.

A certified lactation counselor, Daniels enjoys working with breastfeeding clients, especially teen moms, through the ETSU College of Nursing’s Nurse-Family Partnership Program (NFP), which provides free, in-home nursing care for first-time, low-income mothers. NFP staff educate participating mothers about pregnancy and follow the family until the child is 2 years old.

The reason for her passion to help these young women is deeply personal.

“I myself was a teen mom and became pregnant with my oldest daughter at 17,” said Daniels, who is pursuing both an MSN in …

2022-November-01-Etsu Honoring Veterans With Nov Ceremony, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University will honor military veterans with a special ceremony at 10 a.m. on Thursday, Nov. 10, at the Quad, a grassy area located between Brooks Gym and Gilbreath Hall.

Veterans Day at ETSU

Speaking at next week’s event is Col. Matt Skaggs, the senior intelligence officer assigned to the Joint Special Operations Command.

Music will be provided by the University School Choir and the ETSU Ensemble Band. ETSU ROTCCadets will participate in a Roll Call conducted for the ETSU alumni that were killed in action. The Color Guard will place a wreath on the …

2022-November-01-Etsu Board Of Trustees To Hold Quarterly Meeting Nov. 18, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Board of Trustees will hold its quarterly meeting and several committee meetings on Friday, November 18.

All meetings will be conducted in person at the D.P. Culp Student Center, East Tennessee Room.

Meetings are scheduled as follows:

• Academic, Research, and Student Success Committee – 8 a.m.
• Finance and Administration Committee – 9:30 a.m.
• Audit Committee – 10:45 a.m.
• Board of Trustees Meeting – 1:30 p.m.

Committee meeting times are approximate and will begin following the conclusion of the previous meeting. When they become available, the agenda and accompanying materials for the meeting will …

2022-November-01-Etsu Recognized Nationally For High Engagement In Voting, University Marketing And Communication, East Tennessee State University

ETSU News

WASHINGTON, D.C. — This week, East Tennessee State University was recognized by the ALL IN Campus Democracy Challenge (ALL IN) as a 2022 ALL IN Most Engaged Campus for College Student Voting. The ALL IN Most Engaged Campuses for College Student Voting recognizes colleges and universities for making intentional efforts to increase student voter participation. ETSU joins a group of 394 colleges and universities recognized by ALL IN for completing these four actions:

• Participating in the ALL IN Campus Democracy Challenge;
• Sharing 2020 NSLVE Reports with campus voting data with ALL IN;
• Developing and submitting a 2022 democratic engagement action …

2022-November-01-Etsu Planning Jazz Orchestra Concerts, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The East Tennessee State University Department of Music has planned two concerts later this month at the ETSU Martin Center for the Arts.

On Friday, Nov. 18, at 7:30 p.m., the ETSU Jazz Ensemble presents Fusion Music featuring the works of Chick Corea, Herbie Hancock, Weather Report and more. Joining the band are special guest artists Justin Stanton, a graduate of ETSU and a member of the Grammy-winning band Snarky Puppy, along with new ETSU saxophone professor Brian Rodesch.

On Saturday, Nov. 19, at 7:30 p.m., the ETSU Orchestra will perform Beethoven’s Fifth Symphony, as well as …