Marketing Commons^™

Impact Of Celebrity-Endorsed Products On Consumer's Purchase Intention, Syeda Hiba Badar

CBER Conference

Consumer Perception about the brand does not create a significant impact on Purchase Intention if the brand is endorsed by a celebrity. (P>0.05) 2. Consumer's Trust upon a celebrity is 33.6% effective with respect to their Purchase Intention. 3. Consumer Skeptism does not have a significant impact on Purchase Intention. 4. Brand Awareness does not have a positive impact on Purchase Intention of consumers when it is endorsed by a celebrity. 5. Consumers’ Purchase Intention is influenced 22.4% to Follow the celebrity Influencer. Majority agrees to the statement and says that celebrities influence the brand image to a greater …

2021-April-02-Martin To Speak In Women On Wednesdays, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 2, 2021) – “Fostering Inclusion and Belonging for Our ETSU Diverse Populations” is the focus of a free virtual talk by Carshonda Martin at East Tennessee State University on Wednesday, April 7, at noon via Zoom.

Carshonda Martin

In this talk, which is part of the “Women on Wednesdays” lecture series sponsored by the ETSU Women’s Studies Program, Martin will share efforts and strategies that can be used by …

2021-April-02-Message From President Noland, University Marketing And Communication, East Tennessee State University

ETSU News

The following is a message from ETSU President Brian Noland to students, faculty and staff on April 2, 2021. 

Dear Members of the ETSU Community,

I hope that on this holiday weekend you are enjoying time with loved ones. I would like to take this opportunity to talk about the feelings that many are expressing over the decision by Coach Jason Shay to resign as the head coach of the men’s basketball program. 

Over the course of the past few weeks, significant internal and external focus has been placed upon the campus of East Tennessee State University.  The diversity and …

The Comparison Of Effectiveness Of Social Media Marketing By Brands And Influencers For Organic Cosmetics, Alyssa Belanger

Honors Projects in Marketing

The cosmetics industry, one of the largest industries in the world, has taken a major shift toward organic products. Consumers prefer these products because they are safer on the human skin, have longer lasting positive effects, and do not harm animals in the creation of the product. Marketing strategies have taken a major shift toward social media. Partnering with influencers to promote products has become increasingly popular because it can be more effective by creating a deeper, more personal relationship with consumers (Glucksman, 2017). However, distrust has been growing toward influencer marketing because their recommendations are not always authentic (Kowalewisc, …

An Examination Of Sustainable Marketing And Fan Engagment Within The Sports Industry, Caroline Meizen

Honors Projects in Marketing

The goal of this research-based thesis was to uncover the prominent methods of connecting with fans and recognizing preferences of marketing messages to see if sustainable marketing will increase engagement on game-day or have a neutral impact. Research was conducted through an analysis of case studies from the perspective of teams, athletes, and venues. A survey was distributed to analyze fan behaviors related to the importance of sustainability, engagement preferences with marketing messages and overall impact of the sports space as a platform for sustainable messages. Survey results of sports fans showed that the connection with their favorite teams and …

Impact Of Fashion Advertisements On Consumers, Kathryn Sweeney, Kacy Kim, Sharmin Attaran

Honors Projects in Marketing

This paper sets out to investigate the expectations, satisfaction, and retention of fashion advertising. The purpose of this paper is to determine if ad type (traditional models vs. plus-size models) and brand type (luxury vs. non-luxury) have impacts on consumers’ perceptions, attitudes, purchase intention, and overall expectations of the advertisements and brands. Two-hundred fifty-six participants (62.5% males, 37.5% females) (mean age = 19.9) were recruited from Bryant University and received extra credit in their MKT201 course for completing the survey. Each participant was randomly assigned one stimulus advertisement and was then asked to answer a questionnaire that featured measures of …

A Study Of The Technology Acceptance Model For Social Media Adoption In Small & Medium Enterprises, Lily Iacurci

Honors Projects in Marketing

While some small businesses adopt social media into their business practices, others do not. This study utilizes the Technology Acceptance Model (TAM) to discover what factors or elements influence the adoption of social media within small and medium enterprises (SMEs). An extended version of the TAM was created to examine several factors that may influence SMEs’ adoption of social media. Through an empirical analysis, several findings were uncovered. It was found that compatibility, perceived ease of use and cost all had a significant effect on SME’s owner or marketers’ attitudes toward adopting social media. The implications of these findings for …

2021-April-01-Appalachian Awakening, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – “Appalachian Awakening,” a short film giving an intimate look at the springtime wildlife of East Tennessee, is being featured online through the month of April. In addition, viewers will be able to join a virtual interview and Q&A with the producer on Earth Day – Thursday, April 22.

East Tennessee Wildlife

Producer Mauricio Antón is a paleoartist based in Madrid, Spain, who served …

2021-April-01-Bfa Exhibitions At The Reece Museum, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The East Tennessee State University Department of Art and Design and the Reece Museum present the “Spring 2021 BFA Senior Exhibition” now through April 30 featuring nine Bachelor of Fine Arts students.

The ETSU Department of Art and Design offers both Bachelor of Fine Arts (BFA) in studio art and graphic design. Studio arts seniors are William Arrowood, Camila Edye, Loki Gardner, Lindsey Goddard, and Jess Uhl. Seniors in graphic design are Hank Collie, Haley McBrayer, Laura Rogers, and Emilee Storie. All nine students will graduate from ETSU in May.

 “Essential” is Arrowood’s look into the home-improvement …

2021-April-01-Dr Ted Olson Wins Appalachian Teaching Award, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 1, 2021) – East Tennessee State University professor Dr. Ted Olson is one of two postsecondary level winners of the 2020 Stephen L. Fisher Award for Excellence in Teaching, awarded by the Appalachian Studies Association (ASA).

Dr. Ted Olson

The Fisher Awards are sponsored by the Center of Excellence for Appalachian Studies and Services …

2021-April-01-Diesel Daze At Carter Railroad Museum, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The George L. Carter Railroad Museum, located in the Campus Center Building of East Tennessee State University, will recall the era of diesel-powered railroading this Saturday, April 24.

With COVID-19 safety protocols in place, visitors will be welcomed to “Diesel Daze,” a day of internal-combustion trains dating from 1935 through 1970. Steam trains will be in operation on exhibits devoted to older reference points, but “usurpers to the throne” of horsepower will be on the HO and N scale displays.

The event places emphasis on unique earlier designs, stylized and painted for eye-catching beauty. 

“Today, the special …

2021-April-01-Etsu Archival Studies Program Ranks Th, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Intelligent.com recently ranked East Tennessee State University’s Online Archival Studies Program, part of the university’s Master of Arts in Liberal Studies degree, 15th in the nation’s “Top 43 Master’s in Liberal Arts Degree Programs” for “Best Archival Studies Focus.”

The ETSU Division of Cross-Disciplinary Studies offers two graduate options for students seeking to pursue archival education: a Master of Arts in Liberal Studies (MALS) degree with an archival studies concentration, and a standalone graduate certificate in archival studies. Students who earn the graduate certificate may apply their credits later to the MALS degree. 

Students may also concurrently …

2021-April-01-Etsu Bands Wind Band Classics Ii, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The East Tennessee State University Wind Ensemble and Concert Band will share their second virtual concert performance of the spring semester, which will stream on YouTube on Wednesday, April 14, at 5 p.m. and remain available for viewing afterward.

“Wind Band Classics II” features both concert bands of the ETSU Bands program in performances that were prepared over the course of several weeks and recorded in the Grand Hall of the new Martin Center for the Arts. These performances took place during each band’s rehearsal time, with safety accommodations and COVID-19 precautions in place.

This program of …

2021-April-01-Etsu Celebrating Homecoming In Spring, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University students and alumni were disappointed to not be able to celebrate Homecoming as usual in the fall for the 2020-21 academic year thanks to the COVID-19 pandemic, but as the world, nation, state and university gradually begin moving toward normalcy, students can “click their heels” and say, “There’s No Place Like Homecoming!” this spring.

Homecoming activities are getting underway this week after several months of preparation for this spring’s observation of the annual celebration, which runs from April 10-17. With the exception of some activities being virtual, and of course, spring flowers rather …

2021-April-01-Etsu Museums Receive Awards Of Excellence, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The Reece Museum and Slocumb Galleries at East Tennessee State University received multiple honors from the Tennessee Association of Museums (TAM) during the organization’s recent virtual Awards of Excellence Conference.

The TAM awards are presented annually to museums across the state for exceptional projects, programs and events. Nominations are made by museum staff and individuals. Each entry is presented to the TAM Awards Committee, who makes final judging and awards decisions based on creativity, originality, resourcefulness, success, support of museum mission statement, and utilization of staff and volunteers. Categories include permanent, temporary, blockbuster and traveling exhibits; educational …

2021-April-01-Etsu To Hold Day Of Giving On April 15, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University alumni, friends and the campus community are invited to take part in the university’s annual Day of Giving, which will take place from 9 a.m. on Thursday, April 15, through 8:59 a.m. on Friday, April 16.

Sponsored by the ETSU Office of University Advancement and planned and conducted by a committee of 55 staff, faculty, retirees and alumni of the university, the Day of Giving is a concentrated effort to engage donors and encourage support for student scholarships, research, campus initiatives and more.

This is the third year ETSU has observed a Day …

2021-April-01-Fantastic Fungi, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The documentary film “Fantastic Fungi” will be shown at East Tennessee State University on Monday, May 3, at 7 p.m. in the Martha Street Culp Auditorium on the lower level of the D.P. Culp Student Center.

This critically acclaimed film by Louie Schwartzberg is a descriptive time-lapse journey into the magical, mysterious and medicinal world of fungi and their power to heal, sustain and contribute to the regeneration of life on Earth that began 3.5 billion years ago.

Hosted by ETSU’s College of Arts and Sciences and Department of Sustainability, this free screening is open to students, …

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

ETSU News

Aditi Bhave is a secretary in the Counseling Center after serving as a temporary executive aide in the Office of Disability Services.

Kristen N. Gurule is a benefits specialist in the Office of Human Resources. She comes to ETSU from Abraham Lincoln Memorial Hospital, where she was a foundation specialist. She holds a B.A. in psychology from Lincoln Christian University.

Jennifer Hodges is an executive aide in Academic Technology Services.

Christopher Scalf is a maintenance supervisor in the Office of Housing and Residence Life.

Veronica Vann-Ray is a specialist in Academic Support, ETSU Health Family Medicine Johnson City.

Published April …

2021-April-01-Spring Literary Festival, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Spring Literary Festival will be held virtually on Tuesday and Wednesday, April 20-21.

Four well-known authors are featured workshop speakers during the festival, which is sponsored by the Bert C. Bach Written Word Initiative and Department of Literature and Language in ETSU’s College of Arts and Sciences.

Poet and playwright Linda Parsons coordinates “Wordstream,” a weekly radio reading series on Knoxville public radio station WDVX-FM with Stellasue Lee and is the reviews editor at Pine Mountain Sand & Gravel. She has contributed poetry to a number of publications, and her fifth poetry collection, …

2021-April-01-Meet Samuel Wisecarver, University Marketing And Communication, East Tennessee State University

ETSU News

Samuel WiseCarver, who is graduating from ETSU with his bachelor’s degree on May 7, struggled to decide between teaching and medicine for his career path. He has enjoyed tutoring his peers at ETSU, but, after becoming an Honors-in-Discipline student in chemistry – a subject he struggled with in high school – he ultimately chose medicine and will enter medical school at Vanderbilt University on a full scholarship this summer. During his time as a student, the Johnson City native has been active in the Student Government Association as both a senator and a Student Court justice, as well as the …

2021-April-01-Teaching In Higher Ed, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY –  (April 1, 2021) Thinking about teaching at a college or university someday?

This fall, the Clemmer College at East Tennessee State University will offer a graduate certificate in Higher Education Teaching.

The 15-credit hour program is designed for those who are seeking higher education teaching positions as well as current faculty who want to enhance their skills.  Students will learn about pedagogical and curriculum design tools relevant within the higher education landscape.

Eligibility requirements include having a 3.0 grade point average in the most current awarded degree program.  Applicants must also hold a graduate degree or be …

2021-April-01-Quillen College Of Medicine To Host Medical Summer Camp For Rural Students, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 1, 2021) – Rural high school students already eyeing a career in medicine can get an early glimpse into the field by attending the Rural High School Medical Camp hosted by East Tennessee State University’s Quillen College of Medicine. 

The camp is geared toward rising juniors and seniors or recent graduates of high schools in rural areas who want to pursue a career in medicine or any other health related career. The camp will be a single-day camp offered on both June 8 and 15. The Rural High School Medical Camp will include information about the various …

2021-April-01-Wild And Scenic Film Festival, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The Wild & Scenic Film Festival has been held in downtown Johnson City for the past four years, but this year, things are different, and planners are taking the festival to viewers, who can watch from the comfort and safety of their homes live on Saturday, April 10, at 7 p.m.

Held each January in Nevada City, California, the Wild & Scenic Film Festival celebrates the beauty and wonder of the natural world and inspires audiences to protect it. A fundraiser for the South Yuba River Citizen’s League (SYRCL), the flagship festival provides support fostering the science, …

Rise Up: Understanding Youth Social Entrepreneurs And Their Ecosystems, Melissa G. Bublitz, Lan Nguyen Chaplin, Laura A. Peracchio, Ashley Deutsch Cermin, Mentor Dida, Jennifer Edson Escalas, Meike Eilert, Alexei Gloukhovtsev, Elizabeth G. Miller

Marketing Faculty Research and Publications

This research focuses on youth social entrepreneurs who are leading ventures that address pressing societal problems including climate change, gun reform, and social justice. It answers Journal of Public Policy & Marketing’s call for more research in marketing on social entrepreneurship. Consistent with the mission of Transformative Consumer Research to enhance individual and societal well-being, this research explores how the dynamic ecosystem of youth social entrepreneurs empowers them to rise up to transform people, communities, and the future for the better. The authors partnered with 20 established youth social entrepreneurs who have founded social impact initiatives as well as …

The Evolution Of Women's Opportunities In The Workplace: A Look At The Past To Interpret The Present, Emily Milich

Senior Honors Projects

No abstract provided.

“Merry Christmas!” & “Happy Holidays!” Consumer Reactions To Holiday Advertising Messaging, Gaelle Moal – Ulvoas, Valerie A. Taylor, Elizabeth A. Minton

AMTP Proceedings 2021

No abstract provided.

2021 April, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2021.

From Student To Professional: Teaching Professionalism In The Marketing Classroom, Hulda G. Black, Rebecca Dingus, Alexander Milovic

Marketing Faculty Research and Publications

Developing professionalism skills in the classroom is vital to the business college experience as educators strive to ensure preparedness and success of their graduates. Marketers especially need enhanced professionalism training, as their careers involve interactions with many constituents. In this paper, the authors develop a semester-long emphasis on professionalism that introduces the concept, embeds its importance throughout the course with discussion and relevant exercises, and includes a component to monitor and evaluate professional behavior. Assessments at the beginning and end of the semester provide evidence for learning outcomes, both quantitatively and qualitatively, that speak to the effectiveness of its implementation.

2021-April-01-Board Of Trustees Quarterly Meeting, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 1, 2021) — East Tennessee State University’s Board of Trustees will hold its quarterly meeting and several committee meetings on Friday, April 23. 

All meetings will be conducted in person at the ETSU Alumni Association office located in the Model Mill . Attendance will be limited to Trustees, presenters and support staff. All meetings will be livestreamed for public viewing. 

Meetings are scheduled as follows:

• 
  Audit Committee – 8 a.m.
• Academic, Research, and Student Success Committee – 9:15 a.m.
• Finance and Administration Committee – 10:45 a.m.
• Board of Trustees Meeting – 1 p.m.

In compliance with the …

2021-April-01-Meet Joey Hinkle, University Marketing And Communication, East Tennessee State University

ETSU News

ETSU was founded as a teacher’s college in 1911 with 29 students and one singular mission: to improve the quality of life for the people of the region.

Thousands of aspiring teachers have followed in those footsteps, but that mission of service has remained unchanged.  The Clemmer College continues to prepare teachers but has expanded to add a number of new programs.

The college’s Human Services program caught the eye of Elizabethton native Joey Hinkle when he was looking at colleges.  ETSU’s mission to improve the lives of others resonated with Joey, who wanted to earn a degree that would …