Marketing Commons^™

2022-October-22-Etsu Bluegrass Celebrates 40 Years With Concert, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 22, 2022) – Having created one of the most musically grounded and historically minded music studies programs in the United States, East Tennessee State University celebrated the program’s 40^th anniversary with a special event. During this event showcasing student bands from the 1980s, 1990s and 2000s, four-time Country Music Association and four consecutive Academy of Country Music Entertainer of the Year Kenny Chesney joined ETSU President Brian Noland in presenting program founder Jack Tottle with an honorary doctorate.

“Jack’s impact on the music industry goes back even before his time at ETSU,” said Dan Boner, program …

The Effect Of Lockdown Repeal On Socialization: Bayesian Multilevel Difference-In-Differences Approach, Hyunwoo Jung, Yiling Li, Jeonghye Choi

Asia Marketing Journal

The COVID-19 lockdown has had an unprecedented impact on people in various ways. This study evaluates the effect of lockdown repeal from both marketing and public-policy perspectives. Combining the Bayesian multilevel model with the difference-in-differences design, we find that a lockdown repeal has had a negative impact on socialization. Furthermore, the results show that those who have a low level of risk perception are less affected by lockdown repeal. Also, the negative effect of lockdown repeal varies depending on past socialization behaviors; that is, the lockdown-repeal effect is attenuated for those who socialized more than others in the past. Our …

Is The Peak-Affect Important In Fast Processing Of Visual Images In Printed Ads? : A Comparative Study On The Affect Integration Theories, Kyunghee Bu, Luri Lee

Asia Marketing Journal

This study investigates how affects elicited by visual images in print ads are integrated to form a liking for the ads. Assuming a sequential rather than simultaneous processing of still-cut images, we adopt the ‘think-aloud’ method to capture consumers’ spontaneous responses to visual images. We hypothesize that not only would consumers show mixed affects toward a still-cut visual image but that they would also integrate their serial affects heuristically rather than simply averaging the affects as suggested by the compensatory hypothesis. By comparing the effects of two contradictory affect integration hypotheses (i.e., peak-affect and mood-maintenance) with compensatory integration, using a …

Support For Academics Among University Athletic Donors, Srivatsa Seshadri, Greg Broekemier, Mackenzie Puckett

Mountain Plains Business Conference

No abstract provided.

A Review Of The Literature On The Effects Of Social Media On Buying Fashion Apparel Intention And Decision, Win Min Thein

Mountain Plains Business Conference

The fashion apparel industry has radically changed over the period with the impact of technology and the complex integration of business procedures in the contemporary business environment. The initiation of the internet and digital disruption have resulted in extreme changes in fashion clothing that have impacted consumer buying decisions. The review paper aims to evaluate the effect of social media on the buying decisions of Thai consumers in the fashion apparel industry with an assessment of all social media factors impacting the buying decision. The information was gathered from fifty secondary sources, like articles and journals, written about the research …

2022-October-11-Etsu Among Top Online Nursing Programs In Tennessee, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 11, 2022) – East Tennessee State University is among the top online nursing programs in Tennessee for 2023, according to a new ranking released by EduMed.org.

The ETSU College of Nursing is ranked No. 2 in the state for its online undergraduate, master’s and doctoral-level nursing programs.

“As the largest nursing program in Tennessee, ETSU is committed to addressing the health care needs of our region and state,” said Dr. Leann Horsley, dean of the ETSU College of Nursing. “High-quality online education is one way that we can provide convenient options for current nurses who want …

2022-October-11-Etsu's Online Radiologic Science Program Ranked Third In The Nation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 11, 2022) – East Tennessee State University’s online Bachelor of Science degree in radiologic science ranks third in the country, according to EduMed.org’s rankings of the “Best Online Radiology Tech Programs for 2023.”

“ETSU’s College of Clinical and Rehabilitative Health Sciences is a hub for some of the nation’s fastest-growing health care professions, including radiography,” said Dr. A. Lynn Williams, interim dean of the college. “In order to meet workforce needs, it is imperative that our programs provide high-quality and convenient options for students who want to pursue these in-demand fields. Our 100% online radiography program …

2022-October-10-Examining Stigma And Mental Illness In Rural Communities, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 10, 2022) – The East Tennessee State University/NORC Rural Health Equity Research Center recently released a policy brief examining the burden of public stigma associated with mental illness in the rural United States.

“Stigma is a widely recognized barrier to receipt of health and mental health services,” said Dr. Kate Beatty, a member of the Rural Health Equity Research Center (RHERC) and a faculty member in the ETSU College of Public Health. “This policy brief, which is the first brief to be released by the center, documents the burden of public stigma associated with any mental …

2022-October-07-Campaign For Etsu Exceeds Goal, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Oct. 7, 2022) – During its annual Distinguished President’s Trust (DPT) dinner tonight, East Tennessee State University leaders provided an update on The Campaign for ETSU. 

Announced in 2019, The Campaign for ETSU was the institution’s comprehensive capital campaign that set forth its original goal to raise $120 million. As Pamela Ritter, vice president for University Advancement and president/CEO of the ETSU Foundation reported to the DPT guests, the campaign raised over $163 million, surpassing the goal by more than $43 million.

“There is tremendous faith and respect for East Tennessee State University and for our mission to …

2022-October-05-Etsu Response: Hurricane Ian, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (October 5, 2022) – East Tennessee State University has updated its ETSU Response website to provide information on support for those affected by Hurricane Ian in Florida and other states on the East Coast.

The website, etsu.edu/response, provides links and contact information for those who wish to provide volunteer or monetary support to relief agencies working with the people impacted by the devastating storm.  

While the ETSU Dean of Students office is reaching out to offer support and assistance to students who have homes in the region, the ETSU Response website also helps connect students, faculty and …

African Political Leaders' Uneven Policies, Anemic Economic Growth, And Absorptive Market Demand For Foreign Direct Investment, Sylvester Uadiale

Doctoral Dissertations and Projects

This dissertation research paper summarizes the pertinent literature on Foreign Direct Investment (FDI) in emerging economies. It focuses on the impact of FDI on host economies, political leaders’ uneven policies, and absorptive market demand implications arising from this (potential) impact. The beneficial effects of FDI on emerging economies provide capital and finished products, materials, parts, generation of tax revenues, higher exports, and access to new technology. These benefits are more than ever a necessity for some Sub-Saharan African countries on the path of economic growth. However, the approach toward economic development comes with uncertainties. The purpose of this flexible design …

Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto

Honors Projects in Marketing

As technology boomed at the end of the 20th Century and into the 21st Century, the methods young adults use to manage their finances have also evolved. Between moving financial investing and banking to the internet, robo-advising apps, college debt, and the generational reaction to the 2008 Financial Crisis, the world of investing has taken a drastic turn when it comes to young investors. The purpose of this study is to examine the financial habits of Generation Z in order for financial planning companies to better market to the upcoming Generation Z. A survey was used for this study to …

Vignettes: Social Media Practices Of Selected Social Enterprises In The Philippines, Raymund B. Habaradas, Ian Benedict R. Mia

Center for Business Research and Development

Social media enable firms to engage their consumers at a lower cost and at a higher level of efficiency than traditional communication tools. Using the typology for social media marketing of Coursaris et al (2013), we illustrate how two Philippine social enterprises, namely Human Nature and HOPE, utilize social media, specifically their Facebook brand pages, to promote their social and economic objectives.

Our exploratory study shows that social enterprises adopt different approaches in crafting the messages they release on social media. Their choice of highlighting either their products or their advocacies are influenced by the nature of their products and …

A Survey Of Retail Trade Patterns In South Dakota: 2012-2021, Rand E. Wergin

Faculty Publications

This paper provides an analysis of retail sales and retail trade in the state of South Dakota for the years 2012 to 2021. This analysis will provide valuable information to community leaders in the cities and towns of South Dakota. Along with measures such as unemployment and inflation, Retail Pull (RP) provides a measure of community’s economic health. For example, retail is often the largest employer in a city, particularly the smaller communities of South Dakota, and a robust retail sector provides a tax base to support community services. Thus, the economic health of the community depends on the viability …

2022-October-01-Etsu Students Performing In 'Perfect Harmony' Nov. 4, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – “Perfect Harmony,” a popular annual concert that features all six pop a cappella ensembles from the East Tennessee State University Department of Music, is set for Friday, Nov. 4, at 7:30 p.m. at the ETSU Martin Center for the Arts. 

Purchase Tickets

“This annual concert features so many of our talented students,” said Dr. Alan Stevens, department chair. “Tickets for this concert usually go fast, so I advise getting one as soon as possible.” 

All of ETSU’s six pop a cappella ensembles are scheduled to perform. Those award-winning groups include: Greyscale, Ascension, The SwashBucklers, Harmonium, The Buc …

2022-October-Rotation Experience In Juneau, Alaska, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet P4s Teri Templin, from Graysville, Tennessee, and Maggie Bielski, Park Ridge, Illinois, who served on rotation at the Ethel Lund Medical Center in Juneau, Alaska. Their preceptor was Dr. Casey Hamon.

What does your day look like on rotation?

Counseling patients, managing anticoagulation with warfarin and DOACs (direct oral anticoagulants), answering drug information questions, topic discussions, presenting on a topic of choice, clinic improvement project, patient case presentation, and reflection on experience.

What is something unique about this rotation you might not experience elsewhere?

Pharmacists and interns at this site manage the anticoagulation patients. We checked INRs International Normalised …

2022-October-01-Dr. Kevin Brooks Appointed As Mary V Jordan Multicultural Center Director - Bucwire, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University’s Mary V. Jordan Multicultural Center, located in the D.P. Culp Student Center, now has newly appointed leadership at the helm.

Dr. Kevin L. Brooks will serve as director of the Multicultural Center at ETSU and Student Access and Success following a national search for the position. His new role began in September.

“I believe that the Multicultural Center impacts the campus and community through its provision of programs that promote cross-cultural learning and awareness,” said Brooks. “My personal desire is that we as individuals, as a campus community, and as citizens of this region always …

2022-October-01-Meet Morgan Laymon - Bucwire, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University freshman Morgan Laymon is making his childhood come true thanks to a groundbreaking collaboration between BlueCross BlueShield (BCBS) of Tennessee and ETSU that resulted in the BlueSky Tennessee Institute powered by ETSU.

Laymon is from Chattanooga and is the second person in his family to pursue a college degree. Laymon’s goal is to make a difference in the lives of others through technology and cybersecurity, and thanks to an accelerated ABET-accredited computing program allowing him to go from enrolled to employed in just over two years, Laymon has the opportunity to pursue his passion in his …

2022-October-01-'Androcles And The Lion' Opens Etsu Theatre And Dance Season, University Marketing And Communication, East Tennessee State University

ETSU News

The Department of Theatre and Dance at East Tennessee State University will open its 2022-23 season with “Androcles and the Lion,” a show for the entire family, Oct. 20-23.

Performances will be presented in the Bert C. Bach Theatre at the Martin Center for the Arts Thursday and Friday, Oct. 20-21, at 7:30 p.m. and Saturday and Sunday, Oct. 22-23, at 2 p.m. The Oct. 22 matinee will be a sensory-friendly performance.

“Androcles and the Lion” is written by Aurand Harris and features music by Glenn Mack. It  is a stage adaptation of the popular folktale about the unlikely friendship …

2022-October-01-'Now Is The Time' To See Fall Color, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Now is the time to enjoy the annual parade of red, yellow and orange leaves. 

That’s the word from Travis Watson, East Tennessee State University’s campus arborist who has tracked fall foliage in the Appalachian Highlands all season. 

“Everywhere you look the greens of summer are giving way to the vibrant colors of autumn as the trees harvest their final rays of sunshine before the winter rest,” Watson said. 

The highest elevations in East Tennessee, Western North Carolina and Southwest Virginia are peaking now, with a few spots slightly past their most vibrant stage.  

Fall color is …

2022-October-01-Asm Regional Conference At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University will host the American Society for Microbiology (ASM) Fall Regional In-Person Conference on Friday and Saturday, Oct. 21-22.

The conference will be hosted by the university’s ASM student chapter and the Department of Health Sciences in the College of Public Health. Funding is provided by the national and Kentucky/Tennessee regional ASM organizations, as well as a grant from the Oak Ridge Associated Universities (ORAU). Additional sponsorship is provided by the College of Public Health and its Department of Environmental Health, the Department of Biomedical Sciences in Quillen College of Medicine, …

2022-October-01-Chad Barrett Leading Etsu's Wets-Fm, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – For Chad Barrett, a WETS-FM internship in 2011 sparked a professional passion. 

“That is when I fell in love with public radio,” said Barrett. “What public radio stands for, what it provides to the community it serves and how it impacts listeners on a daily basis,” he said. 

Flash-forward more than a decade, and Barrett now leads the same station as manager, an appointment made earlier this fall.   

“Public radio helps generate a more informed public, a critically important role in our society,” said Jessica Vodden, chief marketing and communications officer at ETSU. “Chad brings not only …

2022-October-01-Enrollment For Etsu Winter Session Allows Students To Excel Toward Graduation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Registration for Winter Session classes will soon begin at East Tennessee State University. Courses offered during Winter Session are nearly 100% online to allow for the convenience of taking a class from home or while traveling during winter break. This option allows students to stay on track or complete goals ahead of schedule during their academic journey to graduation.

Current ETSU students can register through Goldlink for the course they want to take. Registration for Winter Session begins Nov. 7, 2022. The final day to add a course is Tuesday, Dec. 13. Winter Session lasts only …

2022-October-01-Etsu Hosting Bands Of America, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University will host one of the Bands of America regional championships, a prestigious honor that only a few dozen locations across the United States enjoy. 

The event begins at 9:30 a.m. on Saturday, Oct. 15, at the ETSU Ballad Health Athletic Center, formerly known as the Mini-Dome.

ETSU Marching Bucs

“We are thrilled to host this event and meet the many talented students participating,” said Dr. Joe Moore, director of athletic bands and an associate professor in the Department of Music at ETSU. “It is difficult to overstate what an honor this is, and …

2022-October-01-Lgbt History Month, University Marketing And Communication, East Tennessee State University

ETSU News

In the United States, October is annually recognized as LGBT+ History Month. It is a time in which the history and contributions of lesbian, gay, bisexual, transgender and other members of the LGBT+ community are honored. This tradition began nearly 30 years ago with Missouri high school teacher Rodney Wilson and continues to provide those from all walks of life with historical representation, role models and a wealth of understanding and knowledge concerning the rich background of the LGBT+ community. LGBT+ History Month coincides with National Coming Out Day, which is observed each year on Oct. 11. 

In honor of …

2022-October-01-Lowest Elevations Enjoying Peak Foliage, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Fall color is beginning to leave the highest elevations, but there’s still time to catch vibrant hues in the shadow of the mountains.  

“This weekend may be the last good opportunity to enjoy the splendor and botanical diversity of the Appalachian Highlands,” said Travis Watson, East Tennessee State University’s campus arborist who has monitored autumn foliage for weeks. “Bundle up and head on out.”

Fall color 2022

From Kingsport to Morristown, the valleys of East Tennessee are enjoying peaking colors that could stretch another couple of weeks. Recent winds and near-freezing temperatures have brought down a lot …

2022-October-01-Introducing Buckys Blend, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Since its founding in 1911 as a state normal school to educate teachers, East Tennessee State University’s overarching mission has been to improve the quality of life for the people of the region. It aims to give that mission a boost by “improving the quality of life for people in the mornings” with the introduction of a new specialty coffee, Bucky’s Blend.

Taking its name from the university’s beloved mascot and its slogan, “Roasted in the shadow of the mountains,” from the first line of ETSU’s alma mater, this new whole-bean coffee is manufactured by Doe River …

Have You Found What You’Re Looking For?: How Values Orientations Affect Pro-Social Change After Transformative Service Experiences, Anne Hamby, Justine Rapp Farrell

Marketing Faculty Publications and Presentations

Past research on transformative service experiences suggests that participating individuals may experience positive, as well as (unintended) negative well-being consequences. Most of this work has examined aspects of the service provider and the service experience as a causal factor, underemphasizing aspects of the participants in such experiences as a determinant. Implementing a longitudinal design in the context of a cross-country bike trip to benefit multiple sclerosis, the authors investigate how changes in participants' civic attitudes and skills, as well as perceived personal change and connection to the experience, may depend upon the participants' underlying values orientation. Emerging findings indicate that …

The New World Of Philanthropy: How Changing Financial Behavior, Public Policies, And Covid-19 Affect Nonprofit Fundraising And Marketing, Eric Van Steenburg, Nwamaka A. Anaza, Ahmed Ashhar, Andres Barrios, Ashley R. Deutsch, Meryl P. Gardner, Preeti Priya, Abhijit Roy, Anu Sivaraman, Kimberly A. Taylor

Marketing Faculty Research and Publications

Evolving financial behavior, an unpredictable public policy atmosphere, and an unparalleled global pandemic have collaborated to disrupt nonprofit fundraising. The COVID-19 pandemic alone exacerbated consumer demands for nonprofit services while curtailing nonprofit organizations' ability to fundraise. Without fundraising, nonprofit organizations cannot achieve their mission or support their causes, leading to a precarious situation for societal well-being. Meanwhile, consumers are changing their financial behaviors, with younger generations often going cashless. At the same time, governments continue to change policies that affect nonprofit organizations. In keeping with the transformative consumer research movement, the present study provides a conceptual framework for the state …

Say It Like You Mean It: Linguistic Components Of Social Media Corporate Apologies And Their Effects On Consumer Outcomes, Laurel Johnston

Mahurin Honors College Capstone Experience/Thesis Projects

In order to meet increasing consumer demands and protect their reputations, brands must implement a combination of communication and service strategies on social media today. Corporate apologies are an effective crisis communication strategy to reduce online interactions that damage brand reputations. While the value of social media corporate apologies has been established in the literature, few studies have broken down the elements of apologies used in service interactions on social media platforms.

This study manipulated previously untested linguistic components of corporate apologies on Twitter to test their effects on perceived apology sincerity, forgiveness, purchase intentions, and brand advocacy. Results showed …