Jae-Woong Yoo

Effects of celebrity-organization congruence on audience attitudes, preferences, and credibility ratings for goodwill ambassadors

This study examined the effects of congruence between an organization and its goodwill ambassador in terms of audience attitudes and preferences regarding the organization and the ambassadors own perceived credibility. The analysis showed that audience attitudes and preferences toward the organization and goodwill ambassadors credibility ratings were, generally, more positive with higher levels of celebrity-organization congruence. Comparison of the ambassadors perceived credibility before and after exposure to the campaign showed a significant decline for low congruence, and either no statistical difference or a negative effect for high congruence. The results suggest a need for both the organization and the potential ambassador to take into account the level of congruence, the former when considering the effect with the public from using a celebrity as an ambassador, and the latter when considering his or her personal image management. Theoretical and managerial implications as well as directions for future research are discussed.

Cyberbullying, internet and SNS usage types, and perceived social support: a comparison of different age groups

ABSTRACT This study examined the relationship between cyberbullying and perceived social support, usage of the internet, and usage of social networking services (SNS). Whereas previous research has generally focused on adolescents, the current study attempted a comparative analysis among groups of adolescents, university students, and working adults. The analysis showed a positive relationship between usage of the internet for information and cyberbullying victimization, as well as a negative relationship between the usage of SNS for reading purposes and cyberbullying perpetration and victimization. Experiences with cyberbullying as perpetrator and victim were found to be more numerous with higher numbers of online friends, while a negative relationship was observed between offline perceived social support and acts of cyberbullying. For the adolescent group, acts of cyberbullying were more common with less reading of SNS. For university students, a positive relationship was found between perceived social support and acts of perpetration and victimization. For working individuals, acts of perpetration and victimization were found to be more common with larger numbers of online and offline friends. In all three groups, a negative relationship was found between acts of cyberbullying and offline perceived support. Theoretical and managerial implications as well as directions for future research are discussed.

Reverse Transfer Effect of Celebrity-Product Congruence on the Celebrity's Perceived Credibility

In contrast with traditional celebrity endorsement research, this study examines the effect of celebrity advertisement on the celebrity himself/herself, that is, a reverse transfer effect, in terms of the celebritys perceived attractiveness, trustworthiness, and expertise. Online questionnaires were conducted for sport and film celebrities using an identical 2 (Korean vs. non-Korean) X 3 (very congruent, moderately incongruent, very incongruent) design. The results show that a celebritys perceived expertise, trustworthiness, and attractiveness were significantly decreased when the celebrity-product congruence was low, whereas no significant effects were found when the congruence level was high. Theoretical and managerial implications as well as directions for future research are discussed.

The Samsung–Apple patent war: Socio-cultural comparative study of news frames in a business conflict issue:

This study explored a comparative analysis of how the South Korean and United States media framed the Samsung–Apple patent lawsuit. The South Korean and U.S. media have a tendency to report Samsung–Apple patent disputes in a completely different angle. While framing in favor of Samsung was frequent in South Korea, neutral frames were dominant in the United States. The South Korean newspapers showed a stronger nationalism in favor of Samsung, whereas the U.S. newspapers portrayed the business conflict in the market logic. The South Korean and U.S. newspapers also showed differences in framing according to the ideological characteristics of the newspaper. In South Korea, the main conservative newspaper (Chosun Ilbo) framed the issue in favor of Samsung and the largest liberal newspaper (Hankyoreh) revealed a tendency to frame it in favor of Apple. However, in the United States, only the main business newspaper (Wall Street Journal) favored Apple. This study contributes to news framing research in that socio-cultural divergences, framing pool (e.g., generic frames vs. issue-specific frames), and journalistic contexts considered systematically.

Comparative impact of fear appeals and induced hypocrisy advertising in encouraging intent to quit smoking: Applying self-construal theory to consumers’ attitudes

This study examined the effect of induced hypocrisy as a new anti-smoking advertisement approach on smokers’ attitudes toward advertisements and their attitudes and intentions toward smoking cessation. It also comparatively analysed the effects of this tactic against those of the fear appeals that have traditionally been used in anti-smoking campaigns. The findings showed highly positive effects from induced hypocrisy on smoker attitudes and intentions toward cessation. Comparison of fear appeals and induced hypocrisy advertising on cessation showed stronger effects from the former on cessation intentions, although not to a statistically significant degree. When smokers were categorised according to self-construal, stronger cessation attitudes and intentions were found among those belonging to the ‘interdependent self’ group than among those in the ‘independent self’ group. Theoretical and practical implications for anti-smoking advertising are also discussed.

How does the corporate sector perceive non-profit organizations? Evidence from South Korea

Purpose – While non-profit organization (NPO)-corporate alliances have proliferated in recent years, study has yet to examine on the perception of corporations toward NPOs. The purpose of this paper is to explore the factors that shape corporate perceptions of NPOs. What does the corporation consider when evaluating the activities of an NPO? Which factors are accorded the most importance when the corporate sector observes the NPO sector? Design/methodology/approach – Corporate respondents generally held negative attitudes toward NPOs in terms of general activism functions. In contrast, they held neutral perceptions on trustworthiness. In factor analysis, the four factors that directed how corporate executives perceived activist groups were “positive functions of activists,” “negative aspects of organizational culture,” “trustworthy characteristics,” and “expected ethical management practices.” Findings – While the participating corporate executives expressed positive attitudes toward activists and the rol...

Reflecting Absence: Representing the Extraordinary Deaths of Ordinary Sailors in the Media

This study undertakes a comparative analysis of the commemorative discourse used by the South Korean media, family members, and the general public in response to the deaths of 46 sailors on board a navy ship that was sunk by a North Korean torpedo in 2010. It identifies differences in the methods of remembrance among the different groups, with the media focusing on human values, professional ethics, and universal norms, while family members recalled everyday experiences with the deceased and stressed acceptance of death and the general public emphasized heroism, immortality, and national solidarity. This study discusses the differences in the understanding of death between South Koreans and Westerners.