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The purpose of this paper is to investigate how small-town residents’ perceptions of a minor league sport team’s socially responsible initiatives (SRI) influence several psychological responses to SRI, including feelings of gratitude, subjective well-being, place attachment and community pride.

A cross-sectional, survey-based research design was employed to empirically assess the effects of SRI on positive psychological responses in the context of a minor league sport team located in a rural community. The data set used in this study included a convenience sample of 307 small-town residents.

Residents of the rural community did perceive and feel grateful for their minor league sport team’s SRI. Grateful residents experienced higher levels of subjective well-being (happiness, pleasure and satisfaction) as well as enhanced community pride and attachment due to the local sport team’s altruistic and prosocial behaviors.

This study’s findings shed light on a critical function and benefit of a minor league sport team in rural communities. Emotionally valued prosocial efforts enhance the well-being of residents in rural communities. Thus, a reasonable course of action for local community leaders and public-sector organizations is to invest in and create partnership opportunities with their local minor league sport teams. Such efforts can turn sport teams into leverageable assets that can help promote healthy and sustainable communities for current residents as well as future generations.

A contribution of this study is the integration of the broaden-and-build theory of positive emotions to better understand how gratitude mediates the relationship between SRI and beneficial community-focused outcomes such as pride, attachment and well-being.

The primary purpose of this study was to generate a composite sport fan equity index (SFEI) for use in estimating the asset value of an individual fan to a sport organization. The index was developed by applying a simple additive weighting (SAW) method.

A cross-sectional survey-based research was carried out to validate key components of sport fan equity (SFE) and formulate the SFEI on the basis of the NCAA Division I collegiate sport context. These objectives were satisfied through a twofold process involving first-order confirmatory factor analysis intended to assess the validity of SFE measurement scales and SAW designed to produce the composite SFEI.

The developed index indicated that the average SFE of focal sport fans of Division I collegiate sport was 54.8 and that the overall SFE of such contributors ranged from 20.4 (the lowest score) to 94.6 (the highest score). The SFEI serves as a single, summary score and an essential gauge for sport marketers to use when assessing profitable fans and tracking/comparing them over time.

This research contributes to the sport marketing literature through its application of SAW in an initial effort to produce an easily understandable index that determines the asset value of sport fans and serves as an imperative criterion for overall sport team valuation from the sport consumer side. Specifically, the SFEI can function as a standard numeric measure that enables sport marketers to identify fans from whom sport organizations can generate considerable profits, segment these devotees systematically, and tailor marketing strategies to each fan base.

Accounting comparability has been the subject of significant interest in empirical financial accounting research. Recent literature, particularly that following De Franco et al.’s (2011) influential study, has focused on utilizing the output of the financial reporting process to measure accounting comparability. In this paper, we conduct an early survey of studies using output-based measures of comparability. We provide two distinct contributions to the literature. First, we describe and comment on four important measurement concepts as well as the studies that introduced them. With this methodological contribution, we aim to facilitate the measurement choice for empirical accounting researchers engaged in comparability research. Second, we classify the sub-streams of literature and related studies. In providing this content-related contribution, we sum up what has already been achieved in output-based accounting comparability research and highlight potential areas for prospective research. As a whole, our study attempts to guide empirical researchers who (plan to) undertake studies on accounting comparability in selecting relevant topics and choosing adequate approaches to measurement.

The purpose of this study is to describe South Korea’s unique fever for public service jobs (FPSJ) and to critique it from a National Human Resource Development (NHRD) management framework.

This paper reviewed previous studies, news and technical reports related to FPSJ and NHRD to connect FPSJ and NHRD.

This study analyzed FPSJ-related issues based on three areas (development, allocation and utilization) of human resources and four contexts (political, economic, social and educational backgrounds). FPSJ has led to multiple concerns about developing human resources (vocational education and career guidance), allocating human resources (the unbalanced supply-demand mismatch and flawed selection) and using human resources (delayed job entry and low public service ethos).

This study analyzes the challenges related to FPSJ in Korea from a NHRD perspective. Based on the analysis, this study recommends strategies for reducing the over-emphasis on FPSJ.

The purpose of this paper is to examine regional voting patterns in South Korea using the results from six presidential elections since the 1990s.

A χ² test was used to determine the municipalities where a regional voting pattern emerged, and λ correlation coefficients were calculated to examine changes in the regional voting patterns.

The analyses lead to three key findings. First, voting patterns differ in Yeongnam and Honam: regional voting in Yeongnam is getting weaker, it remains strong in Honam. Second, the tendency to vote along regional lines decreased significantly in the election in which the Honam party fielded a candidate with a Yeongnam appeared identity. Third, regional voting patterns declined but then stabilized at a constant level, regardless of the candidates’ local identity, which was confirmed in “Bu-Ul-Gyeong.”

This paper can empirically verify the manifestation of regional voting pattern and confirm the trend. It is possible to derive a condition for suppressing the regional voting pattern.

The purpose of this paper is to understand the process that leads to the revisit intentions of young domestic travellers to Penang for its multi-ethnic street food based on the ABC model of attitudes and the theory of consumption values.

Data were collected online from 305 local Generation Y and Z travellers via a purposive sampling method and analysed using SmartPLS v.3.2.6.

Taste value had the most salient effect on attitude towards Penang street food followed by emotional value. The impact of attitude on the intention to revisit Penang for its street food is mediated by place attachment.

Apart from ensuring the authentic taste of multi-ethnic street food is preserved, campaigns crafted to boost street food tourism should communicate how eating street food can manifest in feelings of enjoyment, pleasure and excitement to the young travellers as well as highlight the identity of the place as an incomparable street food destination.

This study demonstrates that continuous revisits to a destination for street food is affective-driven with the significant role of place attachment as a mediator and the intangible force of emotional value (apart from taste value) influencing attitude towards street food.

A five‐month, exploratory, in‐depth study was conducted in six sites across England with young people aged 11‐15 and the parents of secondary school aged children to identify drivers and barriers to involvement in physical activity. Over 100 young people were interviewed in both secondary school and out‐of‐school settings. Two group interviews were also conducted with parents. Findings highlight that both young people and parents consider physical activity important for physical, mental and social wellbeing. Clear gender differences were found in relation to regular involvement in physical activity. Young women were less likely to engage in active pursuits in and out of school, and were more critical of physical education. The research suggests that the determinants of physical activity in young people are complex. A flexible and differentiated approach to the provision and promotion of physical activity seems needed to meet the changing motivational needs and preferences of this age group.

The purpose of this paper is to explore how children’s work, defined in a broad sense, and the related values and attitudes concerning childhood have evolved in the context of rapid economic growth in South Korea. It discusses how ideas about children’s activities and their status and relationships within the family have changed and how children’s roles and responsibilities are seen by members of different generations. It interrogates the changing ideas of work in contemporary children’s lives and presents data from a relatively under-researched part of the world.

This paper is based on semi-structured interviews with a mixed age group of people, including children, in a rural community in South Korea.

In decisions over their work and schooling during their childhoods, most adults did not appear to have shown any apparent agency with this passivity reflecting the cultural norms of the times. Conversely, rural children today often choose not to work but may not be able to exercise similar agency over their schooling. The research suggests a distinct generational change in the schooling experience with this going from being relatively unimportant, and sometimes unaffordable, to becoming universal and essential.

Interviewing adults and children about what they do now or did in the past poses methodological problems. As the researchers found “child- friendly” or “child-centred” methods impractical in the particular research context, relaxed and semi-structured interviews were used with the children. The adult interviews presented different challenges: a lack of other sources of data meant that primary sources of evidence had to be recollections of past events. This means such recollections of childhoods may be mediated by an “adult” perspective and susceptible to bias. Current life circumstances may also determine the interpretive contexts through which they tell their stories and influence how they view the past.

Internationally published research on South Korean childhoods is limited, with most focusing on the education system and the associated issues. Research of this type also rarely examines children's own views, their lives outside of school and the choices they make in their family contexts. This paper examines these under-researched areas.

A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to synthesize two motivational theories: uses and gratifications (U&G) theory and the technology acceptance model (TAM).

A selective literature review was conducted to examine recent publications related to young consumers’ brand-driven engagement behavior on SMSs in which either TAM or U&G theory was applied. A three-stage method was used: an initial search was followed by vertical and horizontal searches and then a targeted search of scholarly publications. At each stage, the university’s library databases and Google Scholar were searched for relevant, mainly peer-reviewed articles, using appropriate filters and keywords. The articles’ references and the studies that cited those articles were added to the initially identified research pool (vertical search), coupled with publications of a similar nature based on keywords (horizontal search). The final stage, the targeted search, involved identifying and adding specific articles (e.g. literature reviews and integrated models).

After a review of a significant number of U&G and TAM studies, similarities and differences of the two theories were identified, and an integrated operational framework was developed. Based on empirical findings of existing U&G and TAM studies, testable propositions were presented.

The proposed hybrid model and the associated propositions provide a research opportunity to empirically examine how young consumers’ motivational (i.e. motivating and demotivating) drivers, normative influence, perceived value and attitudes (toward brand content and engagement) predict intention or actual brand-related behavior on SMSs.

Much of current research indicates that generations Y and Z (“digital natives”) spend considerably more time on SMSs than any of the older generations (“digital immigrants”). Thus, brands that aim to target this cohort need to develop successful engagement strategies (e.g. gamification and influencer marketing) on current and emerging SMSs. The suggested conceptualization provides guidelines for companies to effectively use such communication strategies to motivate young people to engage with their brands on sites such as Twitter, Instagram and Facebook.

A review of TAM research indicates that it lacks rich motivating/demotivating constructs, and thus borrows from other theories to complement this weakness. An examination of U&G frameworks, particularity Ducoffe (1996)-based models, indicates that these frameworks mainly test engagement with social media advertising but seldom other types of brand-driven engagement on SMSs. In addition, many U&G studies focus less than TAM studies do on outcome variables such as behavioral intentions and behavior. Thus, the authors propose a synthesized U&G and TAM framework that mitigates both theories’ weaknesses and builds on their strengths, enriching the growing research on brand-driven engagement behavior via SMSs.

Successful social marketing campaign to promote COVID-19 vaccination for the unvaccinated relies on increasing positive reactions but also reducing negative responses to persuasive messages. This study aims to investigate the relative effects of narrative vs non-narrative public service announcements (PSAs) promoting COVID-19 vaccination on both positive and negative reactions. Using social media as a tool for disseminating marketing campaigns provides a great opportunity to examine the effectiveness of narrative PSAs on vaccination intention, especially among unvaccinated young adults, who were the target audience of the social marketing. This study explores the role of empathy and psychological reactance as underlying mechanisms.

An experiment involving unvaccinated young adults was conducted with a one-factor, two-condition (message type: narrative vs non-narrative) design.

Results indicated that the narrative (vs non-narrative) PSAs led to greater empathy. While no direct effects of message type emerged on psychological reactance or vaccination intention, results of a serial multi-mediator model confirmed that empathy and psychological reactance mediated the effects of message type on vaccination intention.

The study extends the understanding of narrative persuasion by examining an underlying mechanism behind narrative persuasion in a COVID-19 PSA. This study provides empirical evidence of the important role of empathy in processing narrative PSAs. Moreover, the current study expands narrative persuasion’s applicability to COVID-19 vaccination intervention messages for unvaccinated young adults, highlighting the effectiveness of narrative persuasion as a social marketing communication tool.