• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.238-249
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• 2021

This research aims to present effective influencer marketing strategies against a heavy blow in Korean influencer marketing industry because of the paid advertisement controversy and the reinforcement of regulations for online advertisement. By investigating the effects of influencer reputation, which is composed of communication skills, influence, authenticity and professionalism on marketing effect, as well as the mediating effect of parasocial relationship, the study provides some implications for influencer selecting. The effect of economic interests is examined under 4 experimental conditions of paid advertisements, brand collaboration, brand gifts and organic review to figure out how to arrange an appropriate sponsorship plan. According to results of PLS structural equation analysis, it shows that the influence and authenticity of an influencer have a significant positive effect on marketing effect and the mediating effect of parasocial relationship is partially proved. It seems that the effect of influencer reputation on marketing effect is significantly differentiated in different contexts, which confirms the moderating effect of economic interest. Distinguish from previous studies, this study focuses on types of economic interest rather than a simple comparison between sponsorship disclosure versus no disclosure and makes contributions to expanding reputation research. Meanwhile, findings of this study could give some practical implications for marketing practitioners in planning influencer marketing.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.325-340
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• 2019

The purpose of this paper is to develop and suggest an integrative leadership contingency framework of leadership that will state the situational and psychological factors under which leadership effect should be maximized. Our leadership model presents that situational factors, including development, circumstances urgency and task structure, proposes which of transformational, transactional, empowering, and authentic leadership solutions. Also, our integrative leadership contingency model in turn results in a combination of the level of follower commitment, intrinsic motivation, and individual creativity based on inductive research method. This integrative leadership model suggested here has significant contributions for leadership effectiveness and future leadership research agenda. Next leadership research could experimentally examine the structural relationships between each of the leadership styles and levels of contingency and psychological factors of followers.

• Journal of Digital Convergence
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• v.15 no.10
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• pp.161-171
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• 2017

In recent years, the authenticity of leaders has become an important issue in leadership research. It is because the sincerity of the leader exerts a great influence on the behavior, attitude and performance of members of the organization. This study examines the effect of authentic leadership on organizational commitment, organizational citizenship behavior and job performance, and empirically analyzes whether the effect varies depending on public organizations and private organizations. The survey administered through a questionnaire was conducted for members of public corporations and private companies in Korea. Of the collected questionnaires, 444 were used in the analysis. Empirical results were verified by factor analysis and regression analysis using SPSS/WIN 23.0 and STATA 14.0. Results show that leadership had a positive effect on organizational commitment, organizational citizenship behavior, and job performance and the effect was significant in both public and private organizations.

• Journal of Korean Library and Information Science Society
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• v.49 no.3
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• pp.361-382
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• 2018

The purpose of this study is to investigate the effect of shared leadership, authenticity leadership, and self - leadership on the recognition of organizational effectiveness of university librarians, which is an alternative concept of existing leadership. The purpose of this study is to examine whether leadership styles have more influence on recognition of organizational effectiveness, and whether there is a moderating effect of emotional intelligence on the relationship between leadership and organizational effectiveness. A total of 140 questionnaires were collected from 275 librarians of 55 university librarians working in the university libraries nationwide. The effect of alternative leadership, which is an independent variable, on organizational effectiveness was partially derived, and self - leadership had the greatest effect on job satisfaction, and control effect of emotional intelligence The results of this study are as follows. Although this study does not claim new concepts and facts in the field of leadership and organizational validity, it can be said that it contributes to introducing the theoretical relation to new concepts of alternative leadership which has not been relatively studied in the field of linguistic informatics.

• Journal of Agricultural Extension & Community Development
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• v.20 no.4
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• pp.989-1021
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• 2013

This paper examines the activating methods of heritage tourism by focusing on ecomuseum as regional revitalization strategy of agriculture heritage. Ecomuseum can be a vital tool to actualize the purpose of agriculture and fisheries heritage system, 'dynamic conservation' of 'a living heritage'. According to case study, Byeokgolje possesses high value to preserve and local government is planning to vitalize heritage tourism, but the system of heritage tourism is not properly equipped the four requisites for it (sincerity, educational value, entertainment, and nostalgia). Byeokgolje is insufficient system as an ecomuseum and has some challenging tasks to prepare the four requisites for ecomuseum(the legacy, museum, participation and contents) despite of high possibility. It is necessary that construct the four requisites for ecomuseum and fulfil the four requisites for heritage tourism to achieve the effect of regional revitalization by link to ecomuseum. That is, authentic contents developing, the participation of local residents, shakeholder, and creative class, site construction, academic approach, and providing the method of residents' income increasing are necessary.

• The Journal of the Convergence on Culture Technology
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• v.10 no.1
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• pp.61-69
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• 2024

This Paper is Empirical Analysis of the Relationship between Authentic Leadership and Organizational Citizenship Behavior. It's important for enhancing corporate performance to facilitate positive interactions between leaders and members, and to cultivate a positive psychology for achieving common goals. Members with high positive psychological capital have confidence in performing their tasks, expect successful outcomes, and when problems arise, they adjust their course and persevere. This complex state of adjusting or transcending one's psychology is referred to as positive psychological capital (Luthans & Youssef, 2007). Recognizing this, the study identifies positive psychological capital as a crucial factor in enhancing corporate performance and competitiveness, and chooses it as a mediator in the research.

• Journal of the Korean Applied Science and Technology
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• v.40 no.2
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• pp.210-222
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• 2023

This study conducted a comparative study using Korean and Chinese consumer data to confirm the impact of K-beauty brand's CSR motivation on CSR authenticity and brand trust, and the effect of CSR authenticity and brand trust on brand support. Of the collected data, 392 copies were used for verification and analyzed using a two-step approach and maximum likelihood measure. As a result of the study, it was found that value-driven, stakeholder-driven, and strategic motivations, excluding egoistic motivations, had a positive effect on CSR authenticity and brand trust. In addition, CSR authenticity had a positive effect on brand trust, which was found to support the brand. As a result of comparing Korean and Chinese consumers, it was found that CSR motives in both countries affect authenticity and brand trust, but Chinese consumers showed higher results in more areas than Korean consumers. These results show that K-beauty brands in order to expand the Chinese market, it has implications that it is necessary to understand Chinese consumers and strengthen the CSR motivation strategy they pursue.

• 대학교육
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• s.72
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• pp.86-93
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• 1994

역사상 지식인과 국가권력을 포함한 모든 권력과의 갈등은 결국 이러한 권력이 허용하는 자유의 한계를 확장하려는 움직임이었고, 이렇게 볼 때에 지식인과 국가권력을 위시한 모든 형태의 권력 사이에는 결국 긴장이 놓여질 수밖에 없다. 이러한 지식인과 국가권력의 불편한 관계는 국가와 사회의 이분법을 극복하였다고 하는 현실 사회주의에서도 예외는 아니었다. 그러나 지식인과 국가 사이에 적당한 긴장관계가 나타나고 있는것은 오히려 그 사회가 건강하다는 징표로 삼을 수 있는 것이지, 어느 사회에 지식인과 국가 사이에 완전한 조화가 이루어졌다고 주장하는 것은 그 사회의 진정한 성격에 관해서 의심하지 않을 수 없게 만드는 것이다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.4
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• pp.143-160
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• 2019

The domestic pharmacy market has undergone a lot of changes starting from the division of medicine. Along with the division of medicine, patients who had previously visited the pharmacy were moved to a hospital or clinic. As the pharmacy became more dependent on the illness and the clinic, the pharmacy began various activities to search for ways other than prescription drugs. At this time, the importance of distribution was emphasized around the time, and as the need to strengthen the competitiveness of pharmacies increased, they rapidly grew into the franchise market. Pharmacy franchise companies continue to lecture on academic management to strengthen the expertise of pharmacists' functions in line with the pharmacy market, which is different from ordinary franchise, in addition to private brand products for pharmacies, diversifying pharmacy handling items, And strengthening its market competitiveness. but research to support it are insufficient. As a research to help this, we analyzed factors affecting the intention of re-contracting and recommendation intention that affect the maintenance and expansion size of the drugstore franchise market. As a result showed the intention of re-contracting and the intention of recommending are affected by positive influence in brand trust. In addition, Brand Promise, Employee authenticity, Originality, Product excellence, Brand reputation, Brand identification, Educational Satisfaction were found to affect brand trust.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.2
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• pp.135-149
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• 2019

Today, a growing number of companies are in trouble because leaders are lack of authentic leadership. Small and midium sized companies have the same issue. To correct the issue, there must be a real change in the relationship between managers and employees of the company as well as outside the company. In 21st century, authentic leadership is required. However, the research about determinants of change supportive behavior is not sufficient. Therefore, the purpose of this study is how manager's transformational leadership and authentic leadership affects change supportive behavior of employees in small and midium sized companies. The study also has to prove the role of positive psychological capital as a parameter. Data were collected from 424 employees working for small and midium sized companies in metropolitan area around Seoul and Gyeonggi. The data were analyzed using statistical package SPSS ver.21.0 and AMOS ver.18.0. Based on the research, First, the transformational leadership does not affect the change supportive behavior. However, authentic leadership affects the change supportive behavior. Also, positive psychological capital playes a role as parameter when transformational and authentic leadership, that are independent variable, affect change supportive behavior. On the other hand, the research shows that authentic leadership has more influence than transformational leadership on positive psychological capital. Transformational leadership without genuine attitude cannot affect change support behavior of employees in small and medium sized companies. Therefore, to affect change supportive behavior of employee, authentic leadership with genuine mind is required. After discussing the conclusions and implications of this study. the direction of the study for the follow - up study was suggested.