Marketing Commons^™

Social Media And Political Campaign Communication In Ghana., Beatrice Eyram Amenyeawu

School of Professional Studies

Originally designed for social networking and interactions, social media has gained precedence in business and organizational operations. Politics which has had a long relationship with the media has seen some changes in its campaign and communication due to the evolution of the media. Social media has proven to be an effective strategy in political communication and campaign. Given its numerous features such as the like button, live videos, content sharing, comment option, photo sharing, status update, tags, amongst others it has enabled the dialogue between political stakeholders. Furthermore, social media impacts elections and democratic discourse with its dialogic feature which …

Internal Communications In The Time Of A Global Pandemic, Thais Gandica, Manvi Talwar, Sange Wangmu Thungon, Edgar Knyvet Diengdoh Pyrtuh, Emmanuel Kumah

School of Professional Studies

The business and organizational worlds have been in constant transformation for years. Still, 2020 changed drastically the way they function from their very inside. The COVID-19 pandemic hit all industries, and with that, all models of communication had to be reshaped so they could efficiently connect with their internal players in charge of crafting and delivering messages that would work towards a healthy and productive environment. Internal Communications played a critical role in the employee relations, brand image, and overall success of organizations, especially during the crisis. Through primary and secondary research conducted to three different organizations’ sizes, this research …

Examining The Effectiveness Of Influencer Marketing Across Platforms, Alison Everett

School of Professional Studies

This paper evaluates how effective influencer marketing is across the two most popular influencer platforms, YouTube and Instagram. This paper uses a case study approach to analyze popular brands that use influencer marketing on both platforms to determine which platform is more successful at engaging and reaching audiences from influencers. The brands analyzed for case studies are food delivery service HelloFresh and haircare brand Function of Beauty. Both brands use influencer marketing on Instagram and YouTube. The HelloFresh case study analyzes sponsored content from YouTube creator Jacksfilms and Instagram influencer Marisa Hen. The Function of Beauty case study analyzes sponsored …

A Comparison Of Community Development Corporations (Cdcs) In Worcester, Massachusetts, Benjamin L. Gessel

School of Professional Studies

This paper examines the factors that influence the effectiveness of two community development corporations (CDCs) in Worcester, Massachusetts. The Main South CDC is more community-oriented and has a comprehensive approach to improving its neighborhood. Worcester Community Housing Resources (WCHR) has a narrower approach that is limited to developing and financing affordable homes. The paper investigates the success of these two organizations on factors widely considered important for CDCs, including their ability to provide affordable housing, the extent of services they offer, their level of community control, and their financial security

Happening In Plain Sight: An Evaluation Of Sexual Harassment In Municipal Government Through A Case Study Of Newark, New Jersey, Hoween R. A. Flexer, Caitlin R. Louie

School of Professional Studies

In the city of Newark, New Jersey, Sebrevious Scott, a participant in the New Jersey Reentry program was hired as part-time office assistant in the city's re-entry office. After being transferred to the city’s Parks and Grounds Departments, she started being sexually harassed, inappropriately touched and propositioned by her supervisor, Richard Kirkland. Scott made repeated attempts to report these actions through the appropriate channels. She was met with dismissal, resistance, and later retaliation. While working in this hostile environment she was also pursuing a full-time employment opportunity with the city upon the completion of the reentry program. Unfortunately, this never …

Her Picture Is Worth A Thousand Words: An Investigation Into The Relationship Between Resume Photos And Perceived Morality, Hannah Daab

Honors College Theses

It was once believed that a woman’s physical appearance benefited her in many aspects of life, including her career. Following the progression of the #MeToo movement, society has seen beauty become a liability for women in the workplace. This investigation dives into this phenomenon and redirects the focus to an earlier point in the timeline of a female’s professional career: the hiring process. Specifically, this paper begins to uncover an answer to the long- standing question of whether or not a woman should include a photo of herself on her resumé or CV. Across two quantitative studies, I investigate whether …

Social Media Preferences Of Individuals Seeking Graduate Business Degrees, Peyton N. Boxberger, Hannah C. Lee

Management Undergraduate Honors Theses

The purpose of this thesis is to provide actionable insight to the Walton MBA Programs Office for a cohesive social media strategy that is inclusive of all audiences. This research hopes to help the Walton MBA program better understand potential and current students based on their social media behavior and learn how social media use has changed due to the global COVID-19 pandemic. This report will analyze the results of a survey crafted to better understand the social media preferences of individuals seeking graduate business degrees. From these, a social media marketing strategy can be created to tailor content to …

Consumer Behavior And Coronavirus: How The Pandemic Transformed The American Shopper, Gina L. Riedell

Supply Chain Management Undergraduate Honors Theses

This study examines the changes in consumer shopping behavior resulting from the coronavirus pandemic in the United States as well as the effects on in-store and e-commerce sales and market share within the CPG industry. Most Americans faced some level of disruption throughout developments in the coronavirus outbreak. The study of their ongoing behavior changes in shopping preferences and purchasing decisions is revealed through CPG sales and offers insight into how it has affected the industry long-term. This paper analyzes the consumer behavior shifts in chronological order as new developments in the pandemic affected shopping decisions from January 2020 to …

Employee Retention Rate, Lila Sorenson

School of Professional Studies

This paper addresses the following problem regarding low employee retention rates in non-profit mental health organizations, specifically at NFI. The problem at hand is that majority of staff at NFI have an average length of stay of one year or less. The purpose of this paper is to address the current problem and hypothesize factors that could impact the low retention rates. Additionally, the purpose of the paper is to brainstorm potential solutions regarding the low retention rates and suggestions of how to implement the solutions. The documents contained in this paper include data analysis of employee average length of …

Ethical And Sustainable Cosmetics And Their Importance On Consumer Purchase Behavior, Warda Rawof

Undergraduate Honors Theses

“Sustainability is increasingly important to consumers as they consider not only the effects products they buy have on their personal health, but also the impact they have on our wildlife, soil, and the people who work at every level of the supply chain. As climate change has moved from a future concern to a present reality, going green has become a driving force for innovation in every industry, including beauty” (Linkage, 2020). The importance of ethical and sustainable products is on the rise in the beauty industry, it is becoming increasingly apparent that having ethical and clean products are important …

A Sweet Future For Sugar Makery: A Deeper Dive Into Small Business Consulting, Samuel Lauritsen

Theses/Capstones/Creative Projects

This case study investigates a local candy store in Glenwood and Council Bluffs Iowa. Processes, consistency and concise planning promoted the rapid growth of Sugar Makery into two locations in three short years. Results from the analyses indicate that the main problem facing Sugar Makery is sustaining its differentiated strategy from new industry entrants, key recommendations to sustain its success are presented. Every company has its own strengths, weaknesses, opportunities, and threats. The key is identifying each to be able to capitalize on competitive advantages, mitigate the damage done by weaknesses, take advantage of opportunities and create plans to avoid …

2021-May-01-Enjoy Retirement, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to the following members of the East Tennessee State University family who retired in April.  Thank you for your service!

Joy C. Hoover – Executive Aide, Center for Advisement and Student Excellence, College of Arts and Sciences, 4 years of service

Cheryl Garby Moore – Research Specialist, Biomedical Sciences, 18 years of service

Published May 2021 as part of the Accent email newsletter for faculty and staff.

2021-May-01-Etsu Class Of 2021 Spring Commencement, University Marketing And Communication, East Tennessee State University

ETSU News

Final ceremony Sunday, May 9

JOHNSON CITY (May 8, 2021) – East Tennessee State University continued its four-day Commencement celebration on Saturday as degrees were presented to graduates of the colleges of Nursing, Public Health, and Clinical and Rehabilitative Health Sciences and the Clemmer College.

Throughout the weekend, degrees are being conferred to over 2,000 students.  In addition, the university held a special ceremony on Friday at 10 a.m. honoring the Class of 2020 graduates.  Due to the COVID-19 pandemic, degrees were conferred to these students in virtual ceremonies, but yesterday they had the opportunity to don their cap and …

2021-May-01-1911 Society - Class Of 2021, University Marketing And Communication, East Tennessee State University

ETSU News

11 members of the Class of 2021

JOHNSON CITY – Eleven members of the Class of 2021 who have distinguished themselves for academic excellence, service and leadership at East Tennessee State University have been inducted into the 1911 Society.

1911 Society - Class of 2021

Named in commemoration of the year when ETSU was founded, the 1911 Society recognizes the university’s most notable graduates from undergraduate, graduate and professional programs. The selection committee evaluates applicants on academic achievement; sustained service; honors, awards, recognitions, publications and presentations; demonstrated leadership; work experience, such as study abroad, internships, externships and clinicals; and personal …

2021-May-01-Going Places, University Marketing And Communication, East Tennessee State University

ETSU News

ETSU welcomes the following employees who recently joined the university: 

Thomas Bauer is an information security engineer in Information Technology Services. He was previously a security analyst with Affinity Tech Solutions.

Mark D. Christian is a police officer in Public Safety. Before coming to ETSU, he was a deputy in the Carter County Sheriff’s Office. He holds a bachelor’s degree in criminal justice from Bethel University.

Devin Clark is a dispatcher in Public Safety. He holds a B.S. degree in exercise science from ETSU.

Crystal Harrell is a career specialist with the Center for Community Outreach. She holds a B.S. …

2021-May-01-Grad Students Conclude Cdc Mascup Study, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY — A team of graduate students from East Tennessee State University College of Public Health have been busy placing Johnson City on the map as they conclude four months of local observations for the Centers for Disease Control and Prevention’s (CDC) national MASCUP! study. 

Under the direction of Dr. Sam Pettyjohn, research assistant professor, ETSU is one of 66 locations nationwide chosen to assess mask wearing behaviors at U.S. colleges and universities as part of a larger “Mask Adherence Surveillance at Colleges and Universities,” or MASCUP!. Students have collected field data gathered on and off campus.

Since February, …

2021-May-01-Horsepower 2021 Tweetsie Celebration Running Back-To-Back, University Marketing And Communication, East Tennessee State University

ETSU News

Horsepower 2021, Tweetsie Celebration running back-to-back

JOHNSON CITY — Prepare for two weekends filled with railroading history at East Tennessee State University. On May 29, the George L. Carter Railroad Museum, located in the Campus Center Building, will kick off its Modern Equipment “Horsepower 2021” Heritage Day, followed by a limited-attendance, two and a half-day Tweetsie Celebration, June 4-6.

Both events will allow visitors to see railroading’s diverse history, beginning with the annual modern diesel day to showcase today’s high-horsepower equipment. Operating in …

2021-May-01-Pocket Ace Published In International Journal, University Marketing And Communication, East Tennessee State University

ETSU News

Study finds wording change in ACEs test could help find more childhood sexual abuse survivors

JOHNSON CITY – Could modifying the wording of a screening test commonly used to identify adverse childhood experiences (ACEs) result in identifying more survivors of childhood sexual abuse, and therefore lead to improved health outcomes for these individuals?

It could, if the findings of research led by East Tennessee State University’s Robyn Dolson spur changes in the way childhood sexual abuse is identified.

Dolson is the author of “Pocket ACE: Child Sexual Abuse Survivors Missed by the ACEs Study Questionnaire,” which appears in the July …

2021-May-01-Renaissance Child Camps Offered This Summer, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY — East Tennessee State University’s Office of Professional Development invites children and youth to participate in its 2021 Renaissance Child Camps, scheduled for June 7-July 31. 

For the 19th year, these one-week camps will offer a variety of educational, hands-on and interactive opportunities for participants in first grade through high school, with programming based on the STREAM (science, technology, reading/recreation, engineering, arts and math) educational curriculum, which follows Tennessee Core State Standards. An emphasis on the well-rounded child is completed by outside play and creative activities.

Returning camps for participants entering seventh grade, and ages 12 and up, …

2021-May-01-Spring 2021 Commencement Schedule, University Marketing And Communication, East Tennessee State University

ETSU News

After holding both spring and fall commencement ceremonies virtually in 2020 due to the COVID-19 pandemic, East Tennessee State University is pleased to host ceremonies on campus for its expected 2,091 spring 2021 graduates, as well as graduates from both spring and fall 2020.

For the health and well-being of those who will gather for the celebration, the university will host several ceremonies over the course of four days instead of the traditional two Saturday ceremonies. To support a safe environment for graduates, guests and all participants during these events, a number of protocols will be in place.

Ceremony programs …

2021-May-Cheer Tryouts For 2021-2022 School Year, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-May-High School Boys Basketball Tryouts, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-May-Petro's Fundraiser - Tuesday May 4th, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-May-Uh Track Team State Qualifiers, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2021-May-Uh Track Athlete Skyler Miller To Sign With King University, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Actions Speak Louder Than Words: How Characters’ Effectiveness As Message Sources Depend On Their Story Experiences, Cristel Antonia Russell, Anne Hamby, Boris Chapoton, Véronique Régnier Denois

Marketing Faculty Publications and Presentations

A television (TV) character’s actions and the consequences of these actions in TV storylines can shape the audience’s own behavioral intentions, especially if the audience identifies with that character. The current research examines how storylines depicting positive versus negative consequences of drinking affect youths’ drinking intentions, and whether post-narrative intervention messages delivered by story characters alter these influences. Results indicate that a post-narrative intervention can correct drinking intentions shaped by a pro-alcohol storyline, but the effectiveness depends on the source: a peripheral character is more effective than the main character at delivering a corrective message. This research pinpoints the role …

Beauty And Lifestyle Subscription Services: A Modern Retailing Format For The Vigilante Collaborative Consumption Consumer, Melisa Spilinek

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

Advancements in technology and ease of use of online shopping via phone applications (apps) and subscription services have fundamentally changed how consumers shop. Now more than ever, consumers are turning to time-saving technological tools that are subscription services. Subscription services provide a multitude of benefits to consumers and contribute to collaborative consumption in nearly every product and service category from coffee to apparel. To investigate beauty and lifestyle subscription services and collaborative consumption this study will utilize a mixed methods convergent design to analyze user experience including price sensitivity, subscription service apps and ease of use. Anticipated contributions to the …

Tiny Tusks Internship: Marketing Towards Breastfeeding: How Marketing Can Either Help Or Hinder How Breastfeeding Is Perceived, Hailey Tremmel

The Eleanor Mann School of Nursing Undergraduate Honors Theses

Tiny Tusks Breastfeeding and Infant Support is a program run by faculty and students in the Eleanor Mann School of Nursing program that allows for breastfeeding mothers in attendance at the University of Arkansas sporting events to have a place to pump or provide care to their infant. How marketing towards breastfeeding is portrayed has a huge impact on helping breastfeeding mothers to feel properly educated and supported about the decision to breastfeed. The purpose of this literature review is to demonstrate how marketing tactics can affect the view of breastfeeding, whether that be positive or negative. The results found …

A Study On The Impact Of Social Media Marketing In The Event Industry: Executing A Marketing Plan, Adrian N. Bradley

Human Nutrition and Hospitality Management Undergraduate Honors Theses

Marketing is a large part of growing one’s business or event. The objective of this study was to gain an understanding of how social media marketing increases brand loyalty, attendance, and engagement within current and potential guests over traditional event marketing methods. Through this study a data collection survey for the University of Arkansas’ Hospitality Management annual event Students Mastering the Art of Hospitality (SMASH) to gather information on the effectiveness of e social media marketing’s influence on their attendees. Unfortunately, due to a global pandemic SMASH was canceled and the researcher and honor’s committee thought it to be best …

Nonprofit Social Media Internships: A Handbook, Allison Laroy

College of Arts & Sciences Senior Theses

This thesis examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and my own lived experiences as a social media intern, I develop a handbook for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on nonprofit social media that interns and supervisors can …