Marketing Commons^™

Competing With The Sharing Economy: Understanding The Barriers Faced By “Traditional” Providers, Amiee Mellon, Jim Connell

AMTP Proceedings 2020

Consumer participation has made the sharing economy an economic wonder, creating valid competition for traditional service providers. Using the self-determination theory, we examine why both consumers and peer-providers engage in the sharing economy. Three areas of consumer-focused marketing where traditional providers can increase efforts to decrease erosion are app abilities; niche markets; and consumer-desired amenities. Two areas of employee-focused marketing where traditional providers can increase efforts to decrease erosion are flexible hours and environments and employee appreciation and rewards.

The Brand Axis: Strategic Impacts Of Loyalty And Engagement Within The Social Media Magnet Theory, Kyle A. Huggins, J. Elliott Cunningham

AMTP Proceedings 2020

The Social Media Magnet is presented as a new pedagogy for organic, inbound marketing instruction. This methodology has now been deployed for the last four years across multiple universities combining a digital online delivery system with a new theory and a live online practicum to teach college students both strategic and tactical planning for inbound marketing campaigns. Using live website creation, social media planning tools, and email retention campaigns, students using this pedagogy learn the best practices for inbound marketing. This is not a simulation, but a live practicum that teaches students real-time inbound marketing principles. This paper recaps the …

2020-February-11-New Year New Name, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 11, 2020) – The East Tennessee State University Center for Prescription Drug Abuse Prevention and Treatment, established in 2016, began 2020 with a new name: the ETSU Addiction Science Center (ASC).

The change is part of a concerted effort to keep pace with the evolving nature of the opioid crisis, whereby heroin and fentanyl are now the leading cause of unintentional overdose death in the U.S. – not prescribed pain medications.

In addition, the new name provides an opportunity to expand research efforts to include the study of co-morbid health conditions and poly-substance misuse, incorporating studies focused …

A Foundational Investigation Of The Theory Of Brand Comfort, Kirk D. Aiken, Ajay Sukhdial, Matthew Meuter

AMTP Proceedings 2020

Two nationwide Internet studies investigated the novel concepts of comfort foods and comfort brands. After examining qualitative and quantitative measures, results showed that consumers were desirous of an important and expansive notion of brand comfort, defined here as: (1) the alleviation of physical and emotional stresses through brand consumption; combined with (2) the emergence of positive emotions of warmth, happiness, and love derived from brand associations often initiated by nostalgic memories of a romanticized past. Brand comfort stems from issues of physical comfort (i.e., how a certain brand fits, feels, smells, and tastes), combined with both cognitive components (driven …

Early-Career Professional Athletes, Social Media Marketing, And Sponsorship, Nichada Satasuk, Gallayanee Yaoyuneyong

AMTP Proceedings 2020

The sports marketing industry has changed in the new era of easy internet access and ubiquitous mobile devices. Sports marketers are beginning to use social media platforms, such as Facebook, YouTube, Twitter, and Instagram, to promote their brands and to connect with fans. In addition, legislative trends and announcements by the NFL and NCAA show that individual athletes, early in their professional careers (at the college level), will be able to profit from their names, images, and likenesses. While research into social media marketing by sports brands is existent and growing, most studies are concerned with the strategies and impacts …

2020-February-10-Professor Receives Grant To Research Transdermal Treatment Of Opioid Addiction, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 10, 2020)  – A faculty member at East Tennessee State University Bill Gatton College of Pharmacy has received a grant to aid in her research of the transdermal naloxone treatment of opioid addiction, potentially saving more lives from overdose by making the life-saving drug easier to administer and require less doses.

Dr. Ashana Puri, assistant professor of Pharmaceutical Sciences, received one of 16 national American Association of Colleges of Pharmacy 2020 New Investigator Awards (NIA) worth $10,000 that will help fund her research project “Development of Transdermal Systems of Naloxone for Treatment of Opioid Addiction.”

“I was …

2020-February-10-The Sublime Flawed Animal, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 10, 2020) – “The Sublime Flawed Animal,” an exhibit featuring East Tennessee State University Department of Art and Design adjunct faculty and staff continues through Friday, Feb. 14, at the Tipton Gallery in downtown Johnson City. 

The group exhibition celebrates the creativity, excellence and dedication of these ETSU employees in homage to all adjunct faculty across the country. 

This exhibition is curated by Alice Salyer, former advertising art director and current adjunct faculty in graphic design at ETSU.  It features the work of Marie Barry, Sam Boven, Laken Bridges, Karlota Contreras-Koterbay, Amber Farley, John Hilton, Liz Layton, …

2020-February-10-Professor Receives Grant To Research Transdermal Treatment Of Opioid Addiction, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 10, 2020)  – A faculty member at East Tennessee State University Bill Gatton College of Pharmacy has received a grant to aid in her research of the transdermal naloxone treatment of opioid addiction, potentially saving more lives from overdose by making the life-saving drug easier to administer and require less doses.

Dr. Ashana Puri, assistant professor of Pharmaceutical Sciences, received one of 16 national American Association of Colleges of Pharmacy 2020 New Investigator Awards (NIA) worth $10,000 that will help fund her research project “Development of Transdermal Systems of Naloxone for Treatment of Opioid Addiction.”

“I was …

2020-February-06-A Study Of African American History Museums, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 6, 2020) – Over the past two decades, scholars have begun to study how African American history in the U.S. is often misrepresented or completely disregarded compared to other historical narratives. Key moments and people in African American history have often been neglected or trivialized in museum spaces.

“At the same time, some sites have challenged existing landscapes of memory and created new ones in order to produce ‘counter narratives’ that bring African American struggles front and center,” says Dr. Candace Forbes Bright, assistant professor in the Department of Sociology and Anthropology at East Tennessee State University. …

It's All About The Green: The Economically Driven Greenwashing Practices Of Coca-Cola, Kylie R. Lanthorn

Augsburg Honors Review

In a warming world where environmentally friendly corporations and products are undeniably a necessary component of mitigation, it is important to examine how this need maybe exploited for profit. This research examines three print and one online advertisement for Coca-Cola's Dasani plantbottles to discern what rhetorical and visual appeals were used to mark the product as "green" Analysis reveals that cultural meanings of nature were drawn on to create symbols that were appealing and represented the product as clean, fresh, and natural. This research then examines how consumers use these symbols to label themselves as environmentally conscious. Portrayals of the …

2020-February-05-Etsu Announces Expanded Role For Quillen Dean, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 5, 2020) – East Tennessee State University announced that Dr. Bill Block, who has served as dean of Quillen College of Medicine for the past year, will assume additional responsibilities as the university’s Vice President for Clinical Affairs and Dean of Quillen College of Medicine.

“As the work of ETSU Health continues to expand and as we deepen our partnerships with Ballad Health, I have asked Dr. Bill Block to represent the university in a leadership capacity and provide oversight of these initiatives,” said ETSU President Brian Noland.

In his role as Vice President for Clinical Affairs, …

A Historical View Of Women In Utah’S Top Political Roles, Susan R. Madsen, Candice B. Pierucci

Marketing and Strategy Faculty Publications

According to Better Days 2020, “The year 2020 marks the 150th anniversary of Utah women being the first in the nation to vote under an equal suffrage law. It also marks the 100th anniversary of the 19th Amendment, extending women’s voting rights throughout the United States, and the 55th anniversary of the Voting Rights Act, protecting voting rights of women and men of racial minorities.” In honoring these anniversaries, this historical snapshot documents the women who have served in prominent elected positions within Utah since its statehood. The appendices were compiled by Rhoda Struhs and former Utah House Representative Beverly …

2020-February-04-Hidden Challenges Understanding Invisible Disabilities, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 4, 2020) – “I thought that once you lost your hearing that was the end, but I was extraordinarily wrong,” says singer/songwriter Mandy Harvey, a Golden Buzzer winner on “America’s Got Talent” who now tours not only performing but also encouraging others to persevere despite differing abilities.

After losing her hearing profoundly and suddenly at age 19, as a music education major at Colorado State, Harvey went through what she calls a “zombie time.”

“I gave up on music,” she tells Jay Ruderman in one of his “All Inclusive” podcasts. “I didn’t even sing in the shower …

2020-February-04-Basler Chairholder Mauricio AntóN, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 4, 2020) – World-renowned paleoartist Mauricio Antón is in residence at East Tennessee State University this spring as the chairholder of the Wayne G. Basler Chair of Excellence for the Integration of the Arts, Rhetoric and Science.

Created in 1994, the Basler Chair of Excellence brings a variety of scholars to the community to broaden learning opportunities for ETSU students and the general public in the arts, humanities and science.  It is named in honor of a longtime member of the ETSU Foundation who is a strong advocate of programs at the university and has a deep …

What Media Professionals Can Do To Strengthen The Impact Of Utah Girls And Women, Susan R. Madsen

Marketing and Strategy Faculty Publications

This idea sheet is based on a 2020 gathering of 25 members of the media, including journalists, broadcasters, and producers. As powerful public voices, media professionals recognize they play a role both in educating the public and initiating important conversations. This discussion centered on how they could work in their specific roles to benefit women, both within the public sphere and in their own news organizations.

2020-February-03-Emergency Testing, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (Feb. 3, 2020) As part of its continued emphasis on campus safety, East Tennessee State University will test its emergency mass notification systems on Wednesday, Feb. 5, at 9:35 a.m.

The system includes an outdoor warning siren system with five large speakers strategically placed on the main campus and on the VA campus, an emergency text messaging and email service, an alert message on the ETSU homepage and a public address system in select university buildings.

ETSU’s outdoor siren system will sound at 9:35 a.m. Once it begins, the alert messaging and the PA system will be …

2020-February-03-Quillen College Of Medicine To Host Medical Summer Camp For Rural Students, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 3, 2020) – 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 Summer 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 become a physician or related health career. The camp will be held June 7-12 and will include information on the various health sciences fields for which there are programs at ETSU, as well as field trips …

2020-February-03-Free Tax Preparation Assistance, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 3, 2020) — 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 $55,000 or less during tax year 2019. Tax preparation services will be offered on the following Saturdays – Feb. 15, Feb. 29, March 14, and 28, from 8:45 a.m. …

Filling The Organ Donor Pool By Giving Priority, Matthew D. Meng, Roberta N. Clarke

Marketing and Strategy Faculty Publications

Context: Many of the alternatives for procuring donor organs are considered either ineffective, unethical, or illegal. One possibility that may not face such challenges is a priority system whereby individuals who register as an organ donor are given priority to receive an organ over those who have not registered. However, providing extrinsic rewards can sometimes paradoxically reduce the target behavior, especially for those who are more altruistically motivated.

Methods: Two behavioral experiments were employed and data were analyzed using regressions as well as examining open-ended responses.

Findings: The results suggest that giving priority to receive an organ to those who …

2020-February-Ms Boys Basketball Champions, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2020-February-01-Alex Jatto, University Marketing And Communication, East Tennessee State University

ETSU News

Alex Jatto’s big personality has led him in many different directions at East Tennessee State University.  

“I’ve had to figure out how to channel my excitement because sometimes it can be off the charts,” he says.

It all started with an audition to play keyboard for the Gospel Choir. Then, Alex connected with ETSU’s Army ROTC Program.

“Eric Coleman recruited me (to ROTC) and he put me on the right path to distinguishing myself as an African American leader,” he says.

Alex served as cadet battalion executive officer (XO) and is currently the public affairs/recruitment officer.  In his role as …

2020-February-01-Going Places, University Marketing And Communication, East Tennessee State University

ETSU News

ETSU welcomes the following new faculty and staff to the university family:

Jesse S. Anderson is a data integrity coordinator in Community Outreach.  He holds an M.A. in new media studio from ETSU.

Dr. Willie Anderson is an assistant professor in the Division of Neurology of the Department of Pediatrics.  Before coming to ETSU, he was a pediatric neurologist in private practice.  He holds an M.D. from the Indiana University School of Medicine.

Dr. Robin Antepara is an ESL (English as a second language) lecturer in the Department of Literature and Language.  She comes to ETSU from Lincoln Memorial University, …

2020-February-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 February.  Thank you for your service!

Gerri S. Brockwell – HR Business Partner, Human Resources

Dwight Douglas Ernst – Licensed Clinical Social Worker, Office of Practice

Mary Lou Hawk – Coordinator, Division of Laboratory Animal Resources

Ricky Lynn Holmes – Painter Lead Worker, Plant Maintenance and Repairs

Janice Lyles – Radiation Safety Officer, Environmental Health and Safety

Betty Ann Proffitt – Executive Aide, Department of Educational Leadership and Policy Analysis

Gary T. Stevens – Plumber, Building Maintenance

2020-February-01-Blue Gold Digest, University Marketing And Communication, East Tennessee State University

ETSU News

Academic Council

• Academic Council has implemented a consent agenda for routine actions.
• In November, a graduate certificate in Sports Nutrition and a minor in Allied Health were approved. The Allied Health minor is a way for students not in admission selective programs to remain eligible for financial aid.
• Academic Council also revised the procedure on undergraduate GPA calculations. The change will allow more students to progress toward graduation. Every grade is counted toward overall GPA, but the new procedure allows programs to identify specific courses for majors and minors to calculate GPA. The exact wording of the procedure change is …

2020-February-01-Gov Bill Lee To Give State Of East Tennessee Address, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University is honored to welcome Tennessee Governor Bill Lee to campus on Thursday, Feb. 6, for his “State of East Tennessee” address.  Gov. Lee will make his remarks at 6 p.m. in the ETSU Millennium Center ballroom, located at 2001 Millennium Place in Johnson City. The event is open to the public, and you are invited to hear Gov. Lee share his vision for the future of Tennessee. Doors will open at 5 p.m.  Please allow extra time for security check at the event entrance. 

Beginning at 4:30 p.m. on Feb. 6, the Millennium Center parking …

When Sales Becomes Service: The Evolution Of The Professional Selling Role And An Organic Model Of Frontline Ambidexterity, Douglas E. Hughes, Jessica Ogilvie

Marketing Faculty Research and Publications

Building on new theoretical foundations in the professional selling domain, growing bodies of research on frontline ambidexterity, and an increasingly demanding and dynamic frontline role, this article advances frontline ambidexterity through three focal goals. We first provide an in-depth discussion of the evolution of the professional selling role. This foundation allows us to identify and explore the implications of a market-driven model of ambidexterity that can manifest organically within certain professional selling contexts. In so doing, we espouse a new model of individual-level ambidexterity—organic frontline ambidexterity. Next, we discern existing models of frontline ambidexterity (characterized as inorganic) and compare these …

2020-February-01-Etsu Professor Publishes Editorial On Tanning Bed Use, University Marketing And Communication, East Tennessee State University

ETSU News

Dr. Joel Hillhouse

JOHNSON CITY – Dr. Joel Hillhouse, associate dean for research in East Tennessee State University’s College of Public Health, has co-authored an editorial that challenges the tanning bed industry’s attempts to change the conversation about the dangers of tanning bed use.

The editorial titled “Industry influence in indoor tanning research” was co-authored with Dr. Jerod L. Stapleton of the University of Kentucky. It was published this month in the British Medical Journal (the BMJ), one of the world’s top four most cited …

2020-February-01-Meet Dr Brooke Schmeichel, University Marketing And Communication, East Tennessee State University

ETSU News

Dr. Brooke Schmeichel

Dr. Brooke Schmeichel, an expert in research of the neurobiology of addiction, joined the Quillen College of Medicine faculty in February 2020 as Assistant Professor in the Department of Biomedical Sciences.

She earned a BS (2001), MS (2010) and PhD (2012) in psychology from the University of Wisconsin-Madison. She began a postdoctoral fellowship with Dr. George Koob at The Scripps Research Institute and completed her postdoctoral training at the National Institute on Drug Abuse, Intramural Research Program.

How did you develop your interest in addiction medicine?

I became interested in addiction research early in my training at …

2020-February-01-All-Socon Faculty And Staff Team, University Marketing And Communication, East Tennessee State University

ETSU News

(February 2020) East Tennessee State University’s Dr. Joe Moore and Jay Seehorn were among those recognized as members of this year’s All-SoCon Faculty and Staff Team, and were honored locally in an award presentation by Southern Conference Commissioner Jim Schaus during the men’s basketball game against The Citadel on Feb. 12.

Two representatives of each institution within the conference are named to the All-SoCon Faculty and Staff Team every year.  While the selections are left up to each institution’s discretion, the recipients all share the common characteristics of demonstrated service to the institution and contributions to campus life and the …

2020-February-01-Reece Museum Features Art Rosenbaum Paintings Drawings, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Over his 81 years of life, Art Rosenbaum has intermingled a palette of interests, passions and endeavors as broad as the spectrum of color and elements in his paintings. “(Rosenbaum’s) investigations have resulted in a tapestry of images woven from the uncommon threads of his life’s pursuits,” says Dennis Harper, curator at Jule Collins Smith Museum of Fine Arts at Auburn University.

Rosenbaum’s tapestry of pursuits include painter, muralist, illustrator, educator and author, as well as collector, folk music recording documentarian, ethnographer and performer of traditional American folk music.

This month, East Tennessee State University begins an …