Marketing Commons^™

Conceptualising Digital Entrepreneurship: Artifacts, Platforms And Infrastructures, Anthony Paul Buckley, Kisito Futonge Nzembayie

Conference papers

In this paper we explore how, in the digital age, the micro-level activities of digital entrepreneurs in new venture creation continue to digitally transform and disrupt economic systems at the macro-level. As digital entrepreneurship and other typologies of entrepreneurship in the digital age become increasingly fuzzy, this paper sets out to define the digital entrepreneurship domain – what it is, what is it not and why it is disruptive and distinct. By unbundling the roles of the differing digital technologies at play, we bring much needed clarity to a domain currently noted for its conceptual fuzziness. Our framework, developed from …

The Effect Of Third-Party Tracking Cookies On Online Purchase Behavior: A Conceptual Model, Fariba Sanaei, Hamid Abbassi

Faculty Working Papers from the School of Business and Economics

This paper explores how the use of 3rd party tracking cookies affects online trust and perceived risk, and in turn online shopping behavior. Moreover, it is proposed that product category and country of origin moderate the effect of 3rd-party cookies on perceived risk and online trust, respectively.

Fashioning The Flapper: Clothing As A Catalyst For Social Change In 1920s America, Julia Wolffe

Honors Program Theses

Fashion has been a catalyst for social change throughout human history. Fashion in 1920s America in particular reflects society's rapidly evolving attitudes towards gender and race. Beginning with how corsetry heavily restricted women for nearly four hundred years up until the twentieth century, this thesis explores how clothing has acted as a tool for societal progression following World War I and Women's Suffrage and during the Jazz Age and The Harlem Renaissance. Specifically, this thesis examines how the influence of jazz music and dance that originated from Black American communities led to the creation of the flapper evening dress. The …

Covid-19 And Consumer Eating Patterns: Analysis Of The Impact On The Meal Kit Industry In The United States, Dorian Bizeau

Honors Program Theses

The purpose of this thesis is to analyze consumer eating patterns through the emergence of COVID-19, and explain the impact of the COVID-19 Pandemic on the Meal Kit industry. Through the utilization of qualitative and quantitative analysis, the paper will apply source material to the research question. The research question for this study is: “How did COVID-19's emergence impact the Meal Kit industry?” An overarching theme is social behaviors adaptation. Adaptations occurred as a result of COVID-19's emergence. The qualitative data suggests the behaviors correlated with the strengths and weaknesses of the Meal Kit industry. A key finding revealed in …

Transdisciplinary Evaluation Of Telehealth Experiences Of Diabetic Participants’ And Their Coaches’ In “Stopping Diabetes In Its Tracks” (Sdit) A Descriptive Mixed- Methods Customer Experience Map Journey, Cindy Delgado

CGU Theses & Dissertations

Introduction: This study captured the experiences of diabetic patients and their coaches during the Covid- 19 transition to virtual delivery. Previous research has focused on the feasibility and effectiveness of in-person versus telehealth delivery of Diabetes Prevention Program (DPP). However, few studies have merged perspectives from the field of ethnic studies, public health, and customer service research during a pandemic to understand the experience of telehealth from end-users. Methods: A mixed-methods evaluation was conducted using interviews and quantitative surveys to provide insight into personal perspectives to in-person and telehealth experience. A customer-experience journey map (CXJM) was then created of Stopping …

2022-Alumni Spotlight- Dr. Austin Gardner ('20), Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet alumnus and avid researcher Dr. Austin Gardner ('20) from Morristown, Tennessee. He serves as the Assistant Director of Pharmacy in Finance for Geisinger Health System in Philadelphia. In addition to being a pharmacist, he has earned a Master of Healthcare Administration and Master of Science.    What did you research while at Gatton? AG: -Specificity and Sensitivity of Drug Interaction Databases to Detect Meaningful QTc Interactions with Oral Antineoplastics - Possible Drug-Induced Pancreatitis in a Patient Receiving Cyclophosphamide, Vincristine, and Prednisone Chemotherapy - Metabolic Targets of Gnaphalin Mediated Apoptosis in Colon and Pancreatic Cancer Cell Lines Why was that research …

2022-Faculty Receive Grants To Support Research, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Recently, several faculty have received grants to fund their innovative research. We're excited to see the impact this makes for patients and the education of student pharmacists. 

Dr. John Bossaer, Professor, Dept. of Pharmacy Practice:

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  Instructional Development: $3,000 to fund the rising P3 class' access to a simulated Electronic Health Record (EHR) for the next academic year.

Dr. David Hurley, Professor, Dept. of Pharmaceutical Sciences:

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  Major RDC grant: Expanding Individualized Pharmacogenomics Training to Clinical Applications: Creating Problem-Solving Exercises Using PharmD Student Data.

Dr. Ashana Puri, Assistant Professor, Dept. of Pharmaceutical Sciences:

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  Interdisciplinary RDC grant: $50,000 for the development of a …

2022-January-01-Cbat Student Ryan Oconnor, University Marketing And Communication, East Tennessee State University

ETSU News

Long before he became a Buccaneer, Ryan O’Connor said ETSU always felt like home. As he grew up in Johnson City, where he graduated from Science Hill High School, the campus was just a few minutes away.

But it was the presence of ETSU’s highly respected computing program that inspired Ryan to make the university his own campus home.

“In computing, there are so many languages and processes and operations – it’s impossible to learn everything, and what I really love about ETSU’s program is that the faculty teach you how to find the information you need to solve the …

2022-January-01-Etsu Business Students Offering Free Tax Preparation Assistance, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – A group of East Tennessee State University business student volunteers, under the guidance of accountancy faculty member Dr. Michelle Freeman, will offer free tax preparation assistance again this year through the Internal Revenue Service Volunteer Income Tax Assistance (VITA) Program.  

 ETSU is an approved VITA location, and with financial support from Eastman Credit Union (ECU), student volunteers will assist taxpayers whose total household income was $57,000 or less during tax year 2021. Tax preparation services will be offered on the following Saturdays – Feb. 19, Feb. 26 and March 5 – from 8:15 a.m. to 5 …

2022-January-01-Etsu College Of Business And Technology Students Provide Marketing Support For Medical, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Continuing to engage with community startups and businesses, the East Tennessee State University College of Business and Technology announced the completion of several marketing projects with Winter Innovations, an East Tennessee-based medical device startup company.

Winter Innovations developed an industry-first surgical suture with a specialized patent-protected needle design that dramatically simplifies and standardizes suturing and enables techniques not possible with conventional surgical needles. Its primary application is for orthopedic procedures to repair torn ligaments and tendons, like the anterior cruciate ligament (ACL), Achilles tendon and biceps tendon.

The ETSU College of Business and Technology continues …

2022-January-01-Etsu Presenting 'The Yellow Book' By Johanna Warwick, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – The East Tennessee State University Department of Art & Design and Slocumb Galleries in partnership with ETSU Student Activities Allocation Committee, Women’s, Gender & Sexuality Studies and Black American Studies Program, present “The Yellow Book” by Johanna Warwick, a collection of photographic works available at Slocumb Galleries through Feb. 18. Warwick will give a talk at 10 a.m. on Monday, January 24, on Zoom. 

“The Yellow Book” presents two series of photographic works, “Interstate Legacy” and the “Old South Baton Rouge.” Warwick used this book, a yellow-covered publication that lists the locations of interstate …

2022-January-01-Etsu Health Continues Covid-19 Vaccine Clinics In New Year, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – ETSU Health will host several COVID-19 vaccine clinics offering primary doses and boosters throughout January.

All of the weekday clinics will be held on the second floor of East Tennessee State University’s D.P. Culp Student Center. Parking spaces in the metered lot behind the Culp Center on J. L. Seehorn Jr. Rd. have been reserved for vaccine patients. 

The Saturday clinics will be held in the ballroom at the ETSU Millennium Center, located at 2001 Millennium Place. Patients may park on the third level or above in the parking garage adjacent to the Millennium Center and …

2022-January-01-Etsu Health Extends Covid- Testing Site Hours, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – ETSU Health has extended service hours at its COVID-19 testing site in response to limited at-home test supply availability and the anticipated rise in cases due to the Omicron variant.

Hours of operation will now extend from 8:15 a.m.-noon and 1-4 p.m., Monday through Thursday, and 8:15 a.m.-noon, Friday. Preregistration is required. Schedule an appointment online at ETSUHealth.org.

The convenient drive-thru testing site, located behind ETSU Health’s clinic at 325 North State of Franklin Road, allows patients to receive a reliable molecular PCR test without leaving their vehicle. 

Results are provided within 24 hours, a benefit …

2022-January-01-Etsu Professional Development To Host Renaissance Child Spring Enrichment, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Children in grades K-6 are invited to attend the Renaissance Child Spring Enrichment program at East Tennessee State University from March 14-18.

This five-day experience, hosted by the ETSU Office of Professional Development, includes an exciting field trip, STEM activities and arts and crafts.

Participants may be dropped off on the ETSU campus at Warf-Pickel Hall at 8 a.m. and picked up at 4:45 p.m. each day. They should bring a bag lunch, snack and drink each day, and wear “mess-friendly” clothes. 

Registration is required. The cost is $175 for the week. 

To register, visit https://bit.ly/3Cq0beo …

2022-January-01-Leading Voices In Public Health Lecture To Feature Sam Quinones, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Sam Quinones, bestselling author and winner of the National Book Critics Circle award, will present a lecture titled “America and Hope in the Time of Fentanyl and Meth: One Reporter’s Stories” on Tuesday, Feb. 22, at the Carnegie Hotel.

The event is part of the East Tennessee State University College of Public Health’s Leading Voices in Public Health lecture series. 

A book signing will be held from 5:30-6 p.m. in the Roosevelt Library (Carnegie), where his books will be available for purchase. The lecture will begin at 6 p.m. in the Grand Soldiers Ballroom and will …

2022-January-01-Meet Amyre Cain, University Marketing And Communication, East Tennessee State University

ETSU News

The decision to pursue a college degree is often a personal one, especially for first-generation students. It begins as a journey of courage and hope. It then transforms into a new world filled with opportunities that open doors to personal, academic and career development. A constant source of encouragement for Amyre Cain’s college journey is her grandmother, who passed away in 2019 following a stage four breast cancer diagnosis. 

In 2018, Amyre decided to become the first person in her father’s family to attend college. She is now a senior at East Tennessee State University. 

Amyre is from Detroit, Michigan, …

2022-January-01-Poet, Editor New Basler Chair At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Poet, editor and award-winning essayist Dr. Amy Wright is the Spring 2022 Wayne G. Basler Chair of Excellence for the Integration of the Arts, Rhetoric and Science, a prestigious honor given by East Tennessee State University for nearly 30 years.  

Wright coordinates the Creative Writing Program at Austin Peay State University, where she also teaches writing, and serves as the senior editor for the Zone 3 journal and the nonfiction editor for Zone 3 Press. Her accolades are long: two Peter Taylor Fellowships to the Kenyon Review Writers’ Workshop, an Individual Artist Fellowship through Humanities Tennessee …

Digital Entrepreneurship: Context And Conceptualization, Kisito Futonge Nzembayie, Anthony Paul Buckley

Books/Book Chapters

Recognizing how the lines between digital and traditional forms of entrepreneurship are blurring, this forward-thinking book combines digital technology and entrepreneurship perspectives to advance knowledge on this paradigm-shifting typology of entrepreneurship.

Marketing Approaches Between Millennials And Gen-Zs In The Fashion And Beauty Industries, Mariana Gutierrez Chora

Senior Honors Theses and Projects

This Honors College Undergraduate Senior Thesis analyzes the marketing practices with respect to Gen-Zs and Millennials’ behavior in regard to the beauty and fashion industries. In order to do so, a survey among Gen-Z and Millennial adults from diverse backgrounds was conducted to gather important data. The survey consists of twenty-three questions, some focusing on the participant demographics and cultural backgrounds and the rest focusing on behaviors they have had with various forms of paid advertising through social- media practices. Additionally, this thesis includes insights regarding some of the literature review topics and includes results that enforce some of the …

Online Brand Detraction In An Online Opinion Platform, Violetta Wilk, Claire Lambert, Stephanie Meek

Research outputs 2022 to 2026

While most studies focus on positive consumer-driven brand outcomes, this study set out to understand a negative consumer-driven brand outcome - online brand detraction (OBD). Through the lens of social exchange theory, OBD was operationalized and compared to its direct opposite manifestation - online brand advocacy (OBA). A big data, qualitative analysis, with a longitudinal approach was used to understand OBD in an online opinion platform (OOP). Four key dimensions of OBD were found: brand negativity, brand attack, negative brand knowledge and experience sharing, and virtual visual cues. These dimensions are polar opposites of OBA - a highly sought-after organic …

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

Honors Theses

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. …

Is Sales Competition A Good Motivator Or A Bad Idea? The Underlying Mechanism Of Threat Appraisals, William J. Zahn Ph.D., Yi Peng, Willy Bolander, Bryan Hochstein, David Mathis

AMTP Proceedings 2022

The common logic for competition in sales organizations is simple: as salespeople compete with one another, the sales performance of the entire group should increase. Some prior research has supported this notion, while other studies suggested that competition may adversely affect employees. Our research finds both positions have merit, as a salesperson's perceptions of a competitive psychological climate (CPC) increase sales performance and turnover intentions. To explain this countervailing effect, we turn to cognitive appraisal theory to demonstrate that salesperson appraisal of the environment motivates their behavior. Specifically, salesperson threat appraisals act as a mediator between CPC to performance and …

Social Media Influencers: Talk Is Not Cheap!, Antoinette Okono

AMTP Proceedings 2022

Social media influencers are digital opinion leaders who have amassed large followings on social media. Through their content and communication on social commerce platforms, and social networking sites, social media influencers can influence their audience's attitude towards brands and encourage purchase decisions. This paper explores the impact of social media influencers on the relationship between social commerce and purchase intention. Since the relationship between social commerce and purchase intention has been thoroughly examined by researchers, I discover through reviewing the literature how an independent entity can impact social media consumers' attitudes and purchase decisions. Specifically, I analyze the social commerce …

The Unintended Effects Of Tamper-Evident Packaging, Marissa Orlowski, Sarah Lefebvre, Laura Boman

AMTP Proceedings 2022

Third-party food delivery (TPFD) services such as DoorDash, Uber Eats, and Grubhub introduces increased opportunities for contamination through the introduction of unknown variables between the restaurant and consumer. Across two studies, we examine the effect of tamper-evident food packaging closures in a TPFD context, revealing a negative effect of a tamper-evident seal on willingness to pay through decreased satisfaction. This negative effect is robust across both food and beverages. Finally, consumers’ perception of risk of illness (PRI) from TPFD moderates this effect.

Facilitating The Choice Of College Major Using The Consumer Decision Process, Content Marketing, And Social Media, Julie M. Pharr

AMTP Proceedings 2022

This paper demonstrates how digital content and patterns of online engagement may be used at every stage of the consumer decision process to influence and inform the choice of college major. Implications and recommendations for college and departmental websites concerning how they can best assist prospective students in choosing a college major are highlighted throughout the paper. With its focus on process, this paper concretely shows how colleges and their academic departments can effectively leverage digital marketing and the consumer decision process to facilitate the college major choice process.

Examining The Relationships Between Branding Factors And Likelihood Of Recommending: Determinants Of Net Promoter Score, Musa Pinar, Tulay Girard

AMTP Proceedings 2022

The study identifies the branding factors related to Net Promoter Score (NPS) that would predict the likelihood of recommending the two strategic business units of the company--convenience store and fuel. It investigates customer perceptions of branding factors of a convenience store/fuel station corporate chain and the relationships among them. The data were collected from the members of the company’s loyalty program. The results reveal that the company has been performing well in branding factors, where the loyalty program is perceived the highest, followed by friendly employees, likelihood to recommend fuel, satisfaction with fuel, and helpful employees. The correlation and regression …

The Perils Of Using Self-Deprecating Humor: Customer Evaluations Of The Firm After A Service Failure, Hyunju Shin, Lindsay R. Levine

AMTP Proceedings 2022

The current study investigates the firm’s potential use of self-deprecating humor in response to a service failure and examines resulting consumer evaluations. This study utilizes two scenario-based experiments conducted in the contexts of online retailing and restaurant service. The findings indicate that self-deprecating humor leads to customers’ negative evaluations of the company by decreasing forgiveness intentions toward the company. The mechanism which explains low forgiveness intentions is found to involve heightened perception of dishonesty. Moreover, when perceived benignness of the failure is low (vs. high), self-deprecating humor has a stronger adverse effect on perceived dishonesty. This study suggests that firms …

Business Faculty’S Communication Strategies For Students During The Covid-19 Pandemic, Sohyoun Shin

AMTP Proceedings 2022

The crisis caused by the COVID-19 virus has far-reaching effects in the field of higher education. College faculty have been challenged by the abrupt changes, but still have to deliver the lessons and help students achieve the learning goals as well as pay attention to the impact of the pandemic on students’ wellbeing and socio-emotional development. It is essential to conduct a qualitative research to understand experienced business faculty’s communication strategies and suggest instantly applicable advices for other business instructors from a crisis communication perspective as well as through an instructional strategy lens. This extended abstract includes the results of …

Attendance Of International Students At U.S. Colleges And Universities, Nader H. Shooshtari

AMTP Proceedings 2022

U.S. colleges and universities have traditionally been lauded as a Mecca for attracting international students. Touted as offering the best higher education in the world, international students from around the world have traditionally flocked to U.S. educational institutions. This influx brought opportunities for international students while providing U.S. higher education institution additional revenue and a diverse student body. Beginning with the Trump Administration’s inward tilt, the welcome mat for international students was removed and the COVID pandemic added to the uncertainty and difficulty of accepting international students to U.S. and indeed much of the western countries that traditionally served as …

“Just Hanging With My Friends”: U.S. Latina/O/X’S Perspectives On Parasocial Relationships In Podcast Listening During Covid-19, Arthur D. Soto-Vasquez, Olga Vilceanu, Kristine Johnson

AMTP Proceedings 2022

There is a need to delve into major subgroups among Latina/o/xs and identify emerging patterns in their understanding and consumption of new media. This study used six small-group interviews to explore the fluidity of parasocial dynamics with podcasts in the context of young Latina/o/x podcast listeners experiencing the COVID-19 lockdown. The conceptual acronym EASY (Engaged Experience, Accessible Authenticity, Socialization in Solitude, and Youth and YouTube) was developed to interpret pandemic listening amount Latina/o/x podcast users.