Marketing Commons^™

How To Maximize Your Small Business's Impact On Social Media, Brianna J. Arnaud

LSU New Orleans Theses and Dissertations

This thesis is meant to be a learning tool to help small businesses use free social media accounts as business marketing tools. The manual is broken down into chapters highlighting the importance of “Knowing your Audience,” “Branding,” “Constructing a Post,” “Using Visual Rhetoric,” and “Expanding your Audience.”. This thesis is inspired by scholars of English, internet linguistics, journalism, gender theory, professional writing, and rhetoric. It is also inspired by a survey of 18 small businesses in the Lafayette, Louisiana area. The survey helped to focus my research on the social media issues of small businesses in the southern region of …

2018-December-19-Rotc Commissioning, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY  (Dec. 19, 2018) – East Tennessee State University’s ROTC program has commissioned four cadets from the Buccaneer Battalion as second lieutenants in the U.S. Army.

Lt. Gen. (Ret.) Kathleen Gainey provided remarks at the commissioning ceremony held Friday. She served in the U.S. Army for 35 years and led a major strategic review and period of increasing forces in Afghanistan and decreasing forces in Iraq as deputy commander, U.S. Transportation Command. As director of logistics for the Chairman of the Joint Chiefs of Staff, Gainey steered a review of the dependency of contractors on the battlefield and established …

2018-December-19-Presidential Fellows, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY (Dec. 19, 2018) – East Tennessee State University President Brian Noland has named Dr. Joe Bidwell and Dr. Janna L. Scarborough as Presidential Fellows for the spring 2019 semester.

As fellows, the two faculty members will develop and execute a project that is aligned with one of the university’s major initiatives in teaching, learning and service. The fellows will work closely with President Noland, his leadership team and ETSU Center for Teaching Excellence staff.

Bidwell joined ETSU in 2014 and is a professor and chair of Biological Sciences. During this time, he has also served as interim chair …

2018-December-17-Bartleby Partnership Announcement, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY (Dec. 17, 2018) – New opportunities are available to students working toward a coveted diploma seal upon graduation from Elizabethton High School as officials at East Tennessee State University signed an agreement Monday guaranteeing admission for Bartleby program participants and setting plans in motion to hold a high school leadership summit in 2019.

The partnership between Elizabethton High School, ETSU’s Office of Admissions in the Division of Enrollment Services and the Division of Student Affairs, will begin fall 2019 when Bartleby students can participate in dual enrollment and leadership development opportunities. The university will also offer additional dual …

2018-December-15-Sally Berry, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-December-15-Commencement, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-December-15-Flora Resolution, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-December-15-Dr. Brian Noland, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-December-15-Physical Therapy Open House, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-December-15-Veterans Day, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-December-15-New Employees, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2018-December-15-Percipio, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Triple Bottom Line As A Method To Increase Business Value And Foster Positive Social And Environmental Change, Jayleene West

Master's Theses

The Triple Bottom Line (TBL) business model has transformed the business world by changing the way businesses operate. By focusing on the people and the environment, businesses have grown to see substantial profit and avoid risks along the way. Companies are using the TBL to build their brand and customer loyalty by enhancing the environment and society. This paper analyzes four companies that are leaders in their industry and are founded on the TBL; Seventh Generation, New Belgium Brewing, Patagonia, and Ben & Jerry’s. Recommendations have been made by performing a literature review on the advantages and disadvantages of the …

The Changing Face Of Pester Power, Margaret-Anne Lawlor

Articles

No abstract provided.

Promoting A President: Tone In Presidential Candidate Correspondence Via Twitter, Eva Coleman-Owusu, Sabrina Habib

The Winthrop McNair Research Bulletin

The purpose of this research is to provide insight into the changes of integrated marketing communications in a political environment and the impact of different tones in a presidential campaign. Using the Twitter correspondence of the Republican and Democratic nominees, a content analysis was used to discover positive tones, negative tones, and themes during the 2016 presidential election. Data was collected from the end of the primary elections to election day in November 2016. This research also builds on previous studies focused on the growing impact of social media in political communications. The findings from this study include: (1) Hillary …

2018-December-05-Upward Bound, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY (Dec. 5, 2018) — Area high school students participating in the Upward Bound program at East Tennessee State University will experience an enhanced science, technology, engineering and math curriculum thanks to a supplemental award from the U.S. Department of Education.

Upward Bound, a federally funded TRIO program aimed at increasing opportunities for high school students to attend college, submitted four STEM project proposals ranging from field trips to robotics courses. Each proposal received a one-time supplemental award of $40,000.

More than 270 students from 14 area high schools are currently enrolled in ETSU Upward Bound.  Students typically start …

Free Views To Pay Per Views, Andrew York

Honors Thesis

The purpose of this research was to analyze three different narrative web series that were adapted into traditional television formats within the past ten years. Delving into how the creators marketed themselves, created the content, and distributed the content allows the reader to notice strategies that worked in the past to sell stories to production companies.

What Women’S Networks And Groups 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 2018 gathering of 65 leaders of women’s networks, groups, and organizations in Utah in many arenas. It provides an overview of opportunities to influence cultural attitudes in ways that are relevant in all settings, followed by specific ideas and solutions to advance and empower women and girls in more distinct environments.

Fresh Squeezed Fitness: A Case Study On The Marketing Of Orangetheory Fitness, Emma Schmidt

Recreation, Parks, and Tourism Administration

The fitness industry has grown immensely in the past decade as a form of health management. The industry has expanded to offer niche fitness facilities that cater to individuals’ specific needs and motivations. The purpose of this study was to examine the best marketing and branding practices utilized by Orangetheory Fitness. The research for this study was collected using a case study matrix, developed by the researcher, to evaluate Orangetheory Fitness’ marketing strategies. The study resulted in findings indicating the importance of technology advancement and brand differentiation pertaining to the success of Orangetheory Fitness. It is crucial for Orangetheory Fitness …

Project Renew Worcester, Danni Yue, Amy Zhang, Jing Han, Omid Ashrafi, Yiming Xu

School of Professional Studies

n The client for this capstone project is RENEW Worcester which is a fledgling solar power project whose main goals are to bring renewable energy in the form of solar power into local, primarily low-income communities and are committed to the mission of making the transition off of fossil fuels to clean, renewable power. Based in Worcester, Massachusetts, they are a local chapter of Co-op Power which is a consumer-owned sustainable energy cooperative (co-op) made up of numerous different local chapters all over the New England area as well as the state of New York. The problem that we will …

An Overview Of A Failed Thesis, Avery Lewis

Undergraduate Honors Theses

An overview of a project based thesis that did not have the support or funding to be carried out to completion. The project was based around starting up a summer recruitment program for the East Tennessee State University Music Department. The program would consist of various summer events for high school students used to recruit for the department as well as encourage music and fine arts degrees.

Differential Effects Of Local Identity And Global Identity On Two Important Aspects Of Consumer Behavior: Price-Quality Judgments And Creativity, Sijie Sun

Marketing Dissertations - Archive

Globalization has substantially influenced the world economy and also individuals. As a person with a cross-cultural background, it is fascinating to observe that different identities change individuals’ behavior. My dissertation focuses on cultural psychology and creativity with a specific focus on analyzing the effect of consumers’ local or global identity influences different aspects of consumer decision-making. In the first essay, consumers often rely on price to judge a product’s quality, especially when they do not have sufficient knowledge about attributes.However, how is such a tendency affected by consumers’ local-global identity, product type(e.g., services vs. goods; hedonic vs. utilitarian), and distribution …

2018-December-01-2018 Recap, University Marketing And Communications, East Tennessee State University

ETSU News

As we enjoy the excitement of a new year, let’s take a moment to look back at 2018. In case you missed it, or want to remember the milestones and achievements celebrated by the ETSU community this year, take a look at the headlines below.

Be sure to share your favorite stories with friends and family, and on social media.  New audiology clinic opens in Elizabethton 

Seven athletes with ties to ETSU selected to compete in Winter Olympics

Open textbook network established

Dr. Brian Cross named a Fulbright Scholar

Gatton’s GenRx committee named best in nation for the third time …

2018-December-01-Archives Anniversary, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Center of Excellence for Appalachian Studies and Services (CASS) is marking the 40^th anniversary of the founding of its Archives of Appalachia.

During the past four decades, the Archives of Appalachia has acquired a world-class repository of more than 800 collections, 84,000 sound recordings and nearly 8,000 moving images, making it one of the world’s leading regional archives.

The Archives began in 1978 to promote an awareness of and appreciation for Appalachian culture and history.  Among its earliest collections was the Burton-Manning collection, an oral history archive of Appalachian folklore, manners and …

2018-December-01-Dr Beth Anne Fox Appointed Associate Dean Of The Quillen College Of Medicine, University Marketing And Communications, East Tennessee State University

ETSU News

Dr. Beth Anne Fox has been appointed Associate Dean of the Quillen College of Medicine and Chief of Staff for the Office of the Dean.  She was named to the current role by Interim Dean of Medicine Dr. William A. Block.

Dr. Fox is a 1998 graduate of Quillen and she completed her family medicine residency at ETSU in 2000.  She has served as a faculty member in the Department of Family Medicine for the past 15 years and currently holds the rank of Professor.  Her leadership roles in the department have included serving as Vice Chair and as Program …

2018-December-01-Renaissance Child Winter Enrichment, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – Children in grades K-6 are invited to attend the Renaissance Child Winter Enrichment for a festival of winter fun from Wednesday-Friday, Jan. 2-4, 2019.

This three-day camp is sponsored by the Office of Professional Development in East Tennessee State University’s School of Continuing Studies and Academic Outreach.

Campers will participate in a variety of holiday arts and crafts, games and winter fun enrichment activities.  The camp includes a trip to Ober Gatlinburg on Thursday to see the holiday lights and to ice skate.

Campers may be dropped off at ETSU’s Sam Wilson Hall at 8 a.m. and …

2018-December-01-Seven Habits, University Marketing And Communications, East Tennessee State University

ETSU News

JOHNSON CITY – This past summer, East Tennessee State University faculty member Dr. Deborah Harley-McClaskey got an unexpected phone call.

“It was from Sean Covey, the author of ‘Seven Habits of Highly Effective College Students’ and President of FranklinCovey Education,” recalls Harley-McClaskey, an associate professor in the Clemmer College. “He and his staff wanted to know if I would consider interviewing to be the co-author of the next edition of his book – I was completely blown away.”

“The Seven Habits of Highly Effective College Students” is a widely-taught textbook derived from Stephen R. Covey’s global bestseller “The Seven Habits …

Student Perceptions Of The Online Customer Experience: A Phenomenological Investigation Of The Behavioral And Experiential Factors That Influence Online Student Retention, William Delaney

Doctoral Dissertations and Projects

The acquisition of the accounts blended and online students experienced formed the foundation for this phenomenological investigation. Emanating from the foundation, the findings of the phenomenological investigation suggested both experiential and behavioral factors influenced the blended and online students’ customer experience. The phenomenological investigation concluded that the mechanics of the blended and online students’ customer, experience effected the blended and online students’ persistence to complete the online program.

Normas Dominantes En Las Decisiones Éticas Y Actitudes De Los Estudiantes Universitarios: Teoría Y Prueba Empírica Obtenida En México, Miguel Sahagun, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

Para que la fuerza laboral de un país se comporte de manera ética en el ejercicio profesional es necesario que durante su preparación educativa desarrolle una base ética sólida que le permita resolver dilemas éticos de manera correcta. Estudios previos demuestran que trabajadores no éticos usualmente fueron también estudiantes no éticos. El principal objetivo de este estudio fue conocer la orientación ética de los estudiantes universitarios en México y evaluar las diferencias de orientación entre los alumnos de postgrado y pregrado, y entre los alumnos de las carreras económico-administrativas e ingeniería. También se buscó medir las actitudes de los estudiantes …

Are Accounting Firms Breaching The Age Discrimination Act With The Inclusion Of Mandatory Retirement Provisions, Emily Haggard

Marketing Undergraduate Honors Theses

Age is just a number. This phrase has been murmured time after time in history. From famous movie scenes, song lyrics, pages in books, and wisdom from mothers, everyone has heard this at least once in their lives. Some joke that age only matters in wine and cheese. Some argue that age is all a limitation that the mind gives you. People are taught to never ask a woman how old she is, and as a society we celebrate certain ages such as twenty-one and sixteen, yet shun and deny those such as thirty and fifty. There are rules for …