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1 – 10 of 17
Article
Publication date: 1 May 2019

Hyejin Kim and Hao Xu

The purpose of this paper is to examine the way the message source and presence of positive social cues influence the evaluations (attitude toward the corporate social…

Abstract

Purpose

The purpose of this paper is to examine the way the message source and presence of positive social cues influence the evaluations (attitude toward the corporate social responsibility (CSR) message and company, and word-of-mouth intention to support the campaign) of the decreased use CSR messages on Facebook.

Design/methodology/approach

In the context of Facebook, this study adopted 2 (message source: a CSR message in a sponsored ad format vs a CSR message posted by another Facebook user) × 2 (social cue: highly salient, positive social cues vs no social cues) factorial experimental design.

Findings

The main effects of message source types and presence of positive social cues on decreased usage CSR campaigns proved to be effective in generating better consumer responses to the company and campaign.

Research limitations/implications

The findings are expected to advance the CSR literature by offering a detailed understanding of CSR campaigns that discourage consumption of the company’s own product to support a social cause. It is suggested to test the effects with other CSR examples to increase the ability to generalize the results further.

Practical implications

The results suggest campaign strategies on social media for public relations practitioners and corporate managers who work for companies conducting social responsibility campaigns that discourage consumption of their own products.

Originality/value

This study contributes to the CSR literature by examining the concept of CSR campaigns that advocate decreased usage, which has received scant scholarly attention to date.

Details

Corporate Communications: An International Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

Abstract

Details

The Emerald Handbook of Computer-Mediated Communication and Social Media
Type: Book
ISBN: 978-1-80071-598-1

Abstract

Details

The Emerald Handbook of Computer-Mediated Communication and Social Media
Type: Book
ISBN: 978-1-80071-598-1

Content available
Book part
Publication date: 27 June 2022

Abstract

Details

The Emerald Handbook of Computer-Mediated Communication and Social Media
Type: Book
ISBN: 978-1-80071-598-1

Article
Publication date: 11 February 2021

Hyejin Bang, Dongwon Choi, Sukki Yoon, Tae Hyun Baek and Yeonshin Kim

Prosocial advertisers widely use assertive messages to encourage prosocial attitudes and behaviors, but ironically, assertive messages may cause reactance. By applying…

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Abstract

Purpose

Prosocial advertisers widely use assertive messages to encourage prosocial attitudes and behaviors, but ironically, assertive messages may cause reactance. By applying cultural theories and the reciprocity principle, this study aims to observe whether consumers’ responses to assertive messages hold across culturally different audiences (Americans vs South Koreans) and different consumption situations (price discount vs no discount).

Design/methodology/approach

American and Korean participants take part in three experimental studies examining the interactions of nationality, price discounts and assertive messaging for influencing consumer responses, first to a prosocial ad encouraging recycling (Study 1), the second for a campaign requesting donations for disadvantaged children (Study 2) and the third to prosocial messages encouraging water conservation (Study 3).

Findings

The three experiments strongly support the moderating role of price discounts and cultural backgrounds in the persuasiveness of assertive prosocial messages. American consumers generally dislike assertive messages, but feel reciprocal obligations if marketers include price discounts, whereas South Korean consumers accept both assertive and nonassertive messages without resistance, and discounts have no effects on persuasion.

Research limitations/implications

The findings make two key contributions to the literature and to prosocial advertising practices. First, although many corporations have adopted philanthropic strategies, few researchers have examined how specific consumption contexts determine the effectiveness of prosocial persuasion. The findings show how price discounts and message framing potentially alter the effectiveness of prosocial messages across Eastern and Western cultures. Second, assertive language evokes reactance, but the findings suggest that reactive responses to prosocial advertising are culture-specific.

Practical implications

International nonprofit organizations and brands using philanthropic strategies might use the guidelines of this study for tailoring strategic, practical prosocial messages that will appeal to consumers from diverse cultural backgrounds. In particular, pro-environmental and charity campaigns targeting North American or Western European populations may consider bundling discounts into promotions to evoke reciprocity.

Originality/value

Findings provide novel implications for social marketers regarding on how to couple message assertiveness and price discounts to maximize the success of prosocial messages in different cultures.

Details

European Journal of Marketing, vol. 55 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 9 September 2021

Tae Hyun Baek, Seeun Kim, Sukki Yoon, Yung Kyun Choi, Dongwon Choi and Hyejin Bang

The authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns.

Abstract

Purpose

The authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns.

Design/methodology/approach

Two experiments were used to test three hypotheses.

Findings

Study 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used jeans. In Study 2, participants indicate stronger social media engagement and behavioral intentions to sign a petition for reducing plastic pollution when (non) assertive Facebook messages (do not) include emojis.

Originality/value

The current research advances our understanding about how emojis interact with assertive and nonassertive message tonality in environmental social media campaigns. This research also provides new insights showing that positive emotion is the psychological mechanism underlying matching effects of emoji and message assertiveness.

Details

Internet Research, vol. 32 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 28 October 2021

Cindy Lee, Hyejin Bang, Doyeon Won and Lei Chen

This study investigated the influence of residents' perceived benefits and costs of hosting an international sporting event (i.e. 2019 Military World Games) on their…

Abstract

Purpose

This study investigated the influence of residents' perceived benefits and costs of hosting an international sporting event (i.e. 2019 Military World Games) on their attitudes and support toward the event.

Design/methodology/approach

Using social exchange theory, this study developed a model taking into consideration both benefits and costs in respondents' evaluations of hosting an event, which further influenced their attitude and support. A structural equation model was used to test the developed model with 461 responses from the 2019 Military World Games.

Findings

The results showed that the model has an acceptable fit to the data and supported all three hypotheses: Hypothesis 1 (Individuals' perceived benefits of hosting an event will positively influence their attitude toward the event), Hypothesis 2 (Individuals' perceived costs of hosting an event will negatively influence their attitude toward the event) and Hypothesis 3 (Individuals' attitude toward an event will influence their support for the event).

Originality/value

The developed model intended to provide a more comprehensive picture of individuals' evaluation of hosting an international sporting event by including both benefits and costs of hosting the event. As the support of residents becomes more important in successfully hosting an event, this model helps to understand what factors influence residents' support.

Details

International Journal of Event and Festival Management, vol. 13 no. 1
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 4 March 2016

Helen S. Koo, Dawn Michaelson, Karla Teel, Dong-Joo Kim, Hyejin Park and Minseo Park

The purpose of this study is to investigate potential users’ preferences and expectations for fabric-based wearable e-nose system designs in order to develop painless and…

Abstract

Purpose

The purpose of this study is to investigate potential users’ preferences and expectations for fabric-based wearable e-nose system designs in order to develop painless and non-invasive monitoring systems for diabetes.

Design/methodology/approach

After developing a fabric-based wearable sensor, this study used an online survey with a mixture of closed- and open-ended questions about people’s desires and preferences for use-contexts, product types, design styles, and other key design factors.

Findings

This study investigated the preferences and expectations on designs of wearable e-nose systems for diabetes. The results showed that designers and developers need to consider important design components including sizes, shapes, and colors for practical wearable e-nose system designs. There were strong positive and significant correlations between participant characteristics and preferred wearable e-nose system design factors.

Research limitations/implications

Future research could compare differences between different age groups with different types of diabetes.

Practical implications

Understanding these differences will help designers and marketers target consumers and create diverse designs with different versions for success in the market.

Originality/value

There is lack of research for considering designs of wearable monitoring systems for diabetes. This research will be the first research to understand design preferences and expectations for developing wearable e-nose monitoring systems for diabetes.

Details

International Journal of Clothing Science and Technology, vol. 28 no. 2
Type: Research Article
ISSN: 0955-6222

Article
Publication date: 27 December 2021

Pyoungsoo Lee, Sohee Lim and Hyejin Cho

This study aims to focus on the subcontracting relationship between small and medium-sized enterprises (SMEs) and business group buyers and analyze the effect of the level…

Abstract

Purpose

This study aims to focus on the subcontracting relationship between small and medium-sized enterprises (SMEs) and business group buyers and analyze the effect of the level of buyer dependency on R&D intensity. The primary prediction is that buyer dependency and R&D intensity have a non-linear relationship, showing an inverted U-shaped relationship. Furthermore, the moderating effect of founder CEOs and internationalization is explored.

Design/methodology/approach

A sample of 546 firm-level survey responses were collected from Korean subcontracting SMEs provided by the Ministry of SMEs and Startups and the Korea Venture Business Association.

Findings

A lower level of dependency on business group buyers promotes R&D investment, while excessive dependence reduces R&D investment. Moreover, founder CEOs and internationalization decrease the effect of buyer dependency on R&D investment, implying that both firm characteristics are associated with a long-term focus and promote R&D investment.

Research limitations/implications

This research contributes to the literature on the special form of the buyer–supplier relationship, that is, subcontracting. Subcontracting has a contradictory effect on R&D investment based on large group buyer dependency, and this relationship is moderated by the founder CEO and internationalization.

Practical implications

This study provides insights to managers and practitioners governing SME subcontracting by showing that the level of buyer dependency is better managed in promoting innovation, and the long-term perspective allows SMEs to be less affected by buyer dependency.

Originality/value

This study extends the literature by focusing on the non-linear relationship between buyer dependency and R&D intensity of subcontracting SMEs. This approach addresses the contradicting results suggested by prior supply chain management literature and suggests that the level of buyer dependency should be considered when analyzing the subcontracting relationship.

Details

Management Decision, vol. 60 no. 8
Type: Research Article
ISSN: 0025-1747

Keywords

Book part
Publication date: 12 November 2015

Hyejin Yoon

This study attempts to investigate how electronic Word-of-Mouth (eWOM), consisting of (1) opinion seeking, (2) opinion giving, and (3) opinion passing, influences…

Abstract

This study attempts to investigate how electronic Word-of-Mouth (eWOM), consisting of (1) opinion seeking, (2) opinion giving, and (3) opinion passing, influences consumers’ purchasing intentions for tourism services on Social Networking Sites (SNSs). Two hundred and seventy three American college students participate in a self-administered survey concerning their use of SNSs and ways of making online recommendations. Based on four hierarchical regression analyses, this study finds that both opinion seeking and opinion passing significantly influence respondents’ purchasing intentions. Additionally, time spent on SNS use reveals a positive relationship with opinion seeking and opinion passing. The conclusion of the present study highlights the eWOM as a cost-effective communication tool for tourism marketing and renders practical and theoretical implications along with suggestions for future research.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78560-271-9

Keywords

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