Marketing Commons^™

A Historical Analysis Of Brand Activism And Its Impact On Company Success, Katy Sharon

Senior Honors Projects, 2020-current

Corporate activism is a growing area of study that has become more important as the political climate becomes increasingly divided. This project evaluates how corporate activism affects company success. Four significant political events were chosen and within each event two to three companies with varying responses were analyzed to determine best practices for organizations looking to engage in corporate activism in the future. Going forward, companies should deliberate with employees and upper-level management to determine the best course of action, respond to the event in a timely manner, acknowledge previous company actions that may contradict its current position, and lastly, …

2022-May-13-Etsu Enters Partnership With Bridgeathletic, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 13, 2022) – East Tennessee State University’s Center of Excellence for Sports Science and Coach Education (CESSCE) has announced a new partnership with BridgeAthletic, a company renowned for supplying world-class software that not only tracks athletic performance but delivers custom training programs to the individuals who use it.

As a part of the partnership, ETSU will gain access to BridgeTracker, a cutting-edge athletic management data tracking system. The cloud-based software prioritizes sport efficiency. It allows athletes, coaches and researchers to develop customized workout plans based not only on an athlete’s current ability and goals, but also …

2022-May-12-Etsu Opens Newly Renovated Space In Charles Ed Allen Hall, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 4, 2022) – East Tennessee State University celebrated the grand opening of newly renovated space on the first floor of Charles Ed Allen Hall (Building 2) on the VA campus that will house the university’s first cohort of occupational therapy (OT) students who begin the program later this month.

The $4 million renovation began in summer 2021 and transformed 14,000 square feet of space into a state-of-the-art physical rehabilitative sciences hub that will house ETSU’s new Doctor of Occupational Therapy program, as well as a new Master of Science in Orthotics and Prosthetics (O&P) that is currently …

“Green” Marketing In The Apparel Industry: The Spectrum Of Veracity, Stephanie R. Keane

Honors Theses in Science, Technology, and Society

Apparel companies’ propensity for manipulation in their marketing of environmental initiatives contributes to immense environmental pollution from petrochemical textile material production. Public scrutiny pressures these businesses to adopt “green” initiatives to avoid losing devoted consumers. In some cases, these initiatives disguise the real operations of a company or claim benignity for the company when this is not the reality. Previous business ethics research analyzed the emergence of “greenwashing” in corporations and thus concluded that corporations market themselves as eco-friendly to portray commodification as sustainable. In the form of case studies, this paper scrutinizes four companies: Zara, Patagonia, Lululemon, and Pact. …

2022-May-10-Etsu Reece Museum Hosting Award-Winning Local Art, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 10, 2022) – The Reece Museum at East Tennessee State University presents “Local Art in the Age of the 2020 Global Pandemic,” an exhibition featuring the work of 40 artists living or working in Tennessee’s First Congressional District during the early days of the pandemic.  

The exhibition is on display now through Sept. 30. A public reception will be held on Thursday, Aug. 25, from 5-7 p.m.

Work by Marie Porterfield

“Local Art in the Age of the 2020 Global Pandemic” is an exhibition of artwork made in 2019-2020. This special collection provides an “emotive snapshot …

2022-May-10-Honoring Faculty, Etsu Begins New Tradition, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 10, 2022) – Aiming to recognize the achievement of faculty members recently tenured and promoted, East Tennessee State University began a new tradition last week at the ETSU Martin Center for the Arts.  

University leadership distributed two specially designed coins each to faculty: one to keep in recognition of professional achievement and another to give to a student who has been an important part of the professor’s professional life.

Dr. Kimberly D. McCorkle

Faculty members handed out coins to students at Saturday’s graduation ceremonies. 

“This small symbol marks the important relationship between faculty and students at …

2022-March-09-Etsu Earns Top Pharmacy Award For Service, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (March 9, 2022) – East Tennessee State University Bill Gatton College of Pharmacy earned a top national award for service to the community, part of its continuing mission to serve the rural and underserved in the Appalachian Highlands.

The American Association of Colleges of Pharmacy (AACP) awarded ETSU the Lawrence C. Weaver Transformative Community Service Award, which is presented annually to one college or school of pharmacy across the United States demonstrating a major institutional commitment to addressing unmet community needs through education, practice and research. AACP is the national organization representing the interests of pharmacy education. …

2022-May-09-Resilient Schools Project, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (May 9, 2022) An innovative partnership between East Tennessee State University and the Unicoi County School System will provide a framework to support students who have experienced trauma and other adverse childhood experiences (ACEs).

The goal of the five-year initiative, called the Resilient Schools Project, is to guide administrators in identifying what tools, resources and practices the Unicoi County School System can provide to help these students overcome barriers to being successful in school, according to ETSU faculty member Dr. Ginger Christian.

“Children face challenging life events, and this can affect their ability to learn and thrive,” …

Effective Green Marketing Strategies On Social Media: Selling Companies And Their Consumers On Investing In Carbon Offsetting And Solar Energy In 2021, Melvin Richard Springer Iv

Honors Theses

In a digital world where consumers and businesses alike care significantly about sustainability and corporate social responsibility (CSR), the success of startup companies hinges on constant, clear, and thoughtful communication. Through my research into successfully marketing such concerns on social media as well as my internship at Clearloop, I discovered some of the best ways to convince both companies and consumers that preserving the planet should be a primary concern for every environmentally conscious company. Companies that ignore their impacts on the environment are synonymous with companies doomed to fail in the 21^st century. Clearloop’s model of partnering with …

Buy-Online-Pickup-In-Store (Bopis) Business Strategy: A Multivarite Study Of Bopis Influencing Factors On Customer Satisfaction, Addison G. Smith

Honors Thesis

Purpose- The purpose of this study was to identify the attitudes consumers have towards buy-online-pickup-in-store (BOPIS) and its influence on customer satisfaction.

Design- Data were collected from 567 respondents and resulted in 476 usable responses. This paper uses multivariate regression and two separate multiple regression analyses to examine the differential effects of multiple constructs (i.e. perceived usefulness online, perceived ease of use online, trust online, hedonic values online, perceived usefulness pickup, perceived ease of use pickup, trust pickup and hedonic values pickup) on customer satisfaction within online ordering and physical pickup portions of BOPIS process.

Findings- The result of this …

2022-May-07-Pomp And Circumstance, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (May 7, 2022) East Tennessee State University conferred degrees to more than 2,000 graduates today during Commencement Exercises at 10 a.m. and 2 p.m.

Michael Ainslie, venture investor and philanthropist and an East Tennessee native, delivered the keynote address during the 10 a.m. event.

“I want to challenge you to think differently about adversity,” Ainslie said to the graduates. “You will face it. Your first job may suck. You may run out of money and feel broke. You may already be there. You will have personal relationships that hit the skids. You may face a medical crisis. …

The Implementation Of An Authenticity Clause In Social Media Influencers' Contracts, Sarah Tonos

Honors Theses

In the age of social media influencers turning social media platforms into jobs– monetizing pictures of their cats, dancing for dollars, or even making a mockery of themselves for fame and money, the question of whom to trust or distrust has become increasingly important among consumers. As more brands are starting to collaborate with influencers, it is essential to acknowledge the current relationship among all parties involved, including the Federal Trade Commission. There is currently a blurred line among trust, distrust, authenticity, and reliability during sponsorships. The common question among consumers is whether social media influencers believe in the brand …

A Comprehensive Analysis Of The Fundamentals Of Financial Accounting Principles, Lele Goldsmith

Honors Theses

The purpose of this work depicts analysis into financial reporting and analyses of various topics related to the field of accounting, with an in depth analysis of a publicly traded company. All analyses were developed over the course of two semesters in a University of Mississippi Honors course of Accountancy Independent Study taught by Dr. Victoria Dickinson. This work is divided into 12 different case studies that each represent an evaluation of a different aspect related to the field of accounting. In order to do this, various resources were utilized to perform all necessary functions related to answering the questions …

Customized Sidearm Case: Leading A Cme Capstone Team From Concept To Production, Robert B. Sharp

Honors Theses

The goal behind this thesis is to document and analyze my performance as the project manager for the Customized Sidearm Case capstone team during the Center for Manufacturing Excellence’s senior capstone experience. The capstone experience begins the fall of students senior year where a select number of product ideas submitted by the students are chosen, and teams are built around these projects. The objective of the project is to walk a product from the concept phase through the entire design process resulting in a full-scale production run during the spring semester. My product pitch of a wooden sidearm case, customized …

2022-May-06-Hooding And Commencement 2022, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 6, 2022) – The Class of 2022 at East Tennessee State University Bill Gatton College of Pharmacy received their doctoral hoods, officially becoming part of the college’s 13th graduating class.

The Hooding and Commencement ceremony was held on Friday, May 6, in the ETSU Martin Center for the Arts, where 73 student pharmacists earned their Doctor of Pharmacy. 

This ceremony was part of ETSU’s commencement weekend and was livestreamed for those unable to attend.

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

“We …

2022-May-06-Quillen College Of Medicine Celebrates Commencement, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 6, 2022) – Sixty-six students completed their medical education and received their Doctor of Medicine (M.D.) degrees at East Tennessee State University’s Quillen College of Medicine Commencement ceremony held on Friday, May 6.

The Class of 2022 is Quillen’s 41^st graduating class, and 2022 marks the 40^th anniversary of Quillen’s first graduating class, the Class of 1982.

Dr. William Block, a 1992 alumnus who now serves as ETSU vice president for clinical affairs and dean of Quillen College of Medicine, presided at the ceremony, which was at the Martin Center for the Arts.

“I am …

2022-May-06-Bill Gatton College Of Pharmacy Honors 73 Graduates, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 6, 2022) – The Class of 2022 at East Tennessee State University Bill Gatton College of Pharmacy received their doctoral hoods, officially becoming part of the college’s 13th graduating class.

The Hooding and Commencement ceremony was held on Friday, May 6, in the ETSU Martin Center for the Arts, where 73 student pharmacists earned their Doctor of Pharmacy. 

This ceremony was part of ETSU’s commencement weekend and was livestreamed for those unable to attend.

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

“We …

The Impact Of Privacy Control On Users' Intention To Use Smart Home Internet Of Things (Iot) Services, Mingyung Kim, Bo Reum Choi

Asia Marketing Journal

Despite the diverse benefits of smart home Internet of Things (IoT) services, the biggest obstacle to the actual usage of those services is concern about privacy. However, little research has investigated the impact of privacy control on users’ intention to use smart home services. Based on communication privacy management theory and privacy calculus theory, this study investigates how privacy control options affect users’ perceived benefits and costs and how those perceptions affect individuals’ intentions to use smart home services by conducting an experiment. Our results showed that smart home privacy control options decreased perceived benefits and increased perceived costs. The …

I Can’T Believe Online. A Study On How Negative Reviews Move Online Shoppers To Offline Channel, Hyo-Jeong Kim, Sang Man Han

Asia Marketing Journal

Despite the benefits of online shopping, we easily observe consumer behaviour when making purchases through offline channels. Why do they choose to go offline by taking the effort to go there? As a factor influencing decision-making, this study assumes that distrust of online shopping increases webrooming intentions that online consumers move to offline channels. Consumers check online reviews as well as seller information to increase their purchasing confidence. There are few studies on the effect of negative online reviews on consumers' purchasing decisions. Contrary to the pessimistic results of previous studies, the results of this study explain the mechanism by …

Predicting Rfid Adoption Towards Urban Smart Mobility In Ulaanbaatar, Mongolia, Urandelger Gantulga, Burmaa Sample, Ariunsaikhan Tugsbat

Asia Marketing Journal

Smart city technologies such as transportation and parking systems make our daily lives more efficient and intelligent. However, it is impossible to implement a smart mobility system without analyzing the individual's behavior toward the new technology. This research study attempts to develop a framework for predicting smart mobility antecedents using SEM in primary data analysis. The Technology Acceptance Model (TAM) was the conceptual foundation for this study. To achieve the objectives of the study, one thousand five hundred and twelve effective questionnaires were collected and analyzed using Smart PLS 3.3. The results show that perceived usefulness, perceived ease of use, …

Editorial: Asia Marketing Journal Makes Outstanding Achievements In 2021, Ji Hee Song

Asia Marketing Journal

No abstract provided.

2022-May-05-Jenny Lockmiller, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (May 5, 2022)  – Jenny Lockmiller has been named director of University Career Services at East Tennessee State University.

The director oversees a wide range of services for ETSU undergraduate, graduate students and alumni. This includes career planning, internships and experiential learning, job searches and employment opportunities. The office of career services maintains strong relationships with national and local employers, and advances ETSU’s goal of fostering economic development in the region.

Lockmiller has been with ETSU since 2017 where she initially served as the director of Workforce Operations before advancing to Title I Career Services director for …

Grabbing Consumers By The Ears: Exploring The Role Of Branded Podcasts In An Integrated Marketing Communications Strategy, Lilly Hamm

Honors Theses

Integrated Marketing Communication (IMC) is a framework for understanding how brands can meet consumer needs. Practitioners of IMC use an array of communication channels like marketing, advertising, sales, and public relations to build a consistent brand narrative, but they also recognize that strong marketing potential rests in the hands of the consumer. With the rapid advancement in new technology, IMC professionals are constantly looking for new ways to reach their targeted audience.

By 2016 and 2017, IMC practitioners began to notice the lack of ad clutter in the podcasting platform, leading them to flock to this channel to promote their …

Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger

Honors Theses

This thesis and its research focuses on the topic of modern influencer marketing through digital media. Throughout the thesis, traditional marketing tactics and the power of influence is discussed, and then it moves into the topic of modern advertising and the role that modern social media influencers play in reaching the consumer. The methodology behind influencer marketing is explained and consumer behavior is analyzed. The 2017 Fyre Festival promotional event is then used as an example to dissect this marketing tactic and how the event impacted the future of influencer marketing. Finally, a modern-day, hypothetical campaign based on the concept …

How Integrated Marketing Communications Can Be Used To Better Engage Generation Z In Bridge Building, Gracie Bynum

Honors Theses

The use of Integrated Marketing Communications holds strong promise for engaging Generation Z in the work of bridge building. The work of bridging is dedicated to healing America by decreasing political polarization and bridging divides between people who think differently. The bridging space has grown drastically in the last few years because of a variety of factors including, but not limited to: increasing polarized political elections, rising racial tensions, and the COVID-19 pandemic. It is important that Generation Z, the most educated and diverse generation, is engaged in this space in order to create a less divided America. I conducted …

Creating A Healthy Rural Ecosystem For Community Vitality: Developing Rural Community Business Research, Karalyn Kutzer, Dr. Emily Newell

Thinking Matters Symposium

The objective of this project is to create a model of and mechanism for statewide, systematic data collection to support workforce development pathways for P-20 students in rural Maine to ensure the long-term vitality and success of these communities. Businesses, as sites of financial and social capital development, can be more thoughtfully calibrated to local workforce needs in these communities. However, data is not currently made available to businesses and community leaders that would allow them to make thoughtful decisions about how to use community resources and time in order to create these partnerships. Businesses and economic growth in rural …

Adjusting On The Fly: Nonprofit Marketing During The Covid-19 Pandemic, Chenaire Barmore

Nonprofit and NGO Studies Student Projects

This capstone is a case study of the Rockford Area Convention and Visitors Bureau (RACVB) in an effort to assist with answering the main research question. The main question is “To what extent has COVID-19 impacted the marketing and communications of nonprofit organizations”? The mission of the RACVB is to drive quality of life and economic growth for our citizens through tourism marketing and destination development. Due to the lack of tourism during this two-year period, I was interested to see how the RACVB adjusted to this new normal in marketing the Rockford region. Over the course of two months, …

Covid-19 And The Subsequent Change On Buyer Behavior, Chloe J. Chadwick Miss

Honors Capstones

The purpose of this Honors Capstone research project is to gain insight and understanding into how buyer behavior may or may not have changed after by the COVID-19 Pandemic through the perspectives of sales professionals, marketing professionals, and consumers themselves. This research project compared data from literary based research, 1:1 interviews, and three unique mass surveys dispersed on LinkedIn to gather information from multiple touch points. There were limitations to this research given the Pandemic is ongoing and there continues to be adjustments to this global phenomenon. Additionally, data collection from interviews and surveys was strictly voluntary and survey responses …

Why Companies Need To Be Authentic About Brand Activism, Singapore Management University

Perspectives@SMU

Companies looking to engage in brand activism need to be authentic in their campaign otherwise they run the risk of consumer backlash

“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey

Management Undergraduate Honors Theses

This study investigates the impact that social media has on marketing strategies and consumer behavior. Social media has risen significantly in popularity over the past decade, and with the introduction of Social Media Influencers, brands have found a new market to promote their products. However, there is very little research conducted to show how social media users are engaging with the new marketing strategies and how it affects their purchasing behavior. This study begins by performing two case studies on brands that have successfully utilized social media to market their products: Crumbl Cookies and Chipotle Mexican Grill. This study then …