Hyoungkoo Khang

Social Media Research in Advertising, Communication, Marketing, and Public Relations, 1997–2010

Drawing upon the social media phenomena in both practical and academic arenas, this study explored patterns and trends of social media research over the past fourteen years across four disciplines. Findings exhibit a definite increasing number of social-media-related studies. This indicates that social media have gained incremental attention among scholars, and who have, in turn, been responding and keeping pace with the increased usage and impact of this new medium. The authors suggest that future scholarly endeavors emphasize prospective aspects of social media, foreseeing applications and technological progress and elaborating theory.

Self as an antecedent of mobile phone addiction

Employing a survey, the study examined self-esteem, self-efficacy, and self-control as antecedents of mobile phone addiction. The findings indicate that self-control is the most significant predictor of mobile phone addiction. Gender and age demonstrate a statistically significant relationship with a particular dimension of mobile phone addiction, compulsive anxiety. The findings are expected to help practitioners delineate elaborated approaches aimed at relieving a dimension of the addiction-like symptoms of technology use. In addition, scholars can utilise dimensions composed of mobile phone addiction and self-traits to examine the detailed and respective causality that exists between them.

The Reflection of Cultural Parameters on Videostyles of Televised Political Spots in the US and Korea

Considering cross-cultural aspects of political communication, this study explores how political advertising plays a conspicuous role as an indicator of cultural orientations by comparing and contrasting videostyles of the televised political spots between the United States and Korea since the presidential election campaigns held in 1992. A content analysis of verbal, nonverbal and production components of the videostyles shows that televised political spots were highly reflective of the respective cultural values with regard to high/low-context communication, degree of uncertainty avoidance, nonverbal expressions, and the social aspect of Che-Myon. Thus, indigenous cultural values tend to be reproduced in idealized form through political advertising so that people of each country can identify closely with the political candidate of the spots.

A retrospective on the state of international advertising research in advertising, communication, and marketing journals: 1963–2014

Scanning from the earliest to the recent literature on international advertising research, this study aimed to provide a more comprehensive and detailed picture of the research trends and patterns across the advertising, marketing, and communication disciplines over the past half century. Findings exhibit continuous growth in terms of the quantity of international advertising studies. While theoretical foundations need to be further solidified and elaborated, methodological and statistical rigors have been increasingly underpinned in international advertising research. Further, this study recognized authorial and institutional productivity, and influential articles in the field of international advertising research. The finding indicates that scholarly endeavors are necessary for diversity of countries studied in future research.

Perceived self and behavioral traits as antecedents of an online empathic experience and prosocial behavior: Evidence from South Korea

Abstract The current study identified and examined perceived self-traits and behavioral traits as antecedents of online empathic experiences and prosocial behavior. Our findings suggest that perceived self-traits (i.e., self-efficacy in online relationship and self-disclosure) are strongly associated with both empathic experiences and prosocial behavior. Findings for the behavioral trait, interaction pattern of an individual, indicate that patterns of an individuals networking produce mixed results in regard to association with prosocial behavior. Bonding networking was found to positively predict prosocial behavior, while bridging networking showed a negative association with the same dependent measure. Identity discrepancy and writing activities were also found to positively affect prosocial behavior. Overall, the finding of this study indicates that perceived self-traits tend to display stronger explanatory power over both empathy and prosocial behavior than do behavioral traits.

A cross-cultural perspective on televised political advertising during the presidential election between the US and South Korea: 1992–2012

ABSTRACT Our study was motivated by the fact that, despite the increasing pervasiveness of political advertising in the political process of many democracies, little empirical research has been conducted to unveil common patterns or crucial differences of political spots across cultural boundaries. Our study thus provided one opportunity to gain better understanding and insights into how media phenomena are related to cultural orientation by comparing and contrasting the content of political spots across the United States and South Korea. In particular, this study analyzed verbal components of political spots in both US and Korean presidential elections over the past 20 years. To the extent that clear differences exist between American and Korean cultural patterns, political spots, which are a conspicuous indicator of cultural values, appear to manifest these differences quite strongly. The findings of this study provide evidence that political advertising primarily reflects the uniqueness of indigenous cultures.