• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.1073-1080
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• 2023

This study aims to explore the psychological factors influencing the persuasive effect of virtual influencers, with a specific focus on the impact of social exclusion. Additionally, it examines the mediating effect of parasocial relationships on advertising effectiveness. To achieve these goals, the study conducted an experiment using a 2 (influencer type: human vs. virtual human) × 2 (social exclusion: social exclusion vs. social acceptance) between-group factorial design. The results revealed that consumers who experienced social exclusion exhibited more positive attitudes toward the influencer and the product, higher intentions to purchase the product, and a greater willingness to share or recommend it, especially when the influencer was a real human (vs. a virtual influencer). These moderating effects were found to be mediated by parasocial relationships.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.270-281
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• 2021

The emergence of social media and technical development of smart phone allows media users to produce, share and spread a variety of contents, which results in a big change in their media usage pattern. Among those changes, the most prominent one is Youtube's powerful growth. Creators' enthusiastic content productions and users' active sharing actions are caused of the growth. Recently, creators give a powerful effect on users as social media influencer, and the practice of influencer marketing has been focused. This current study is examined the effects of parasocial interaction and relationship on brand attitude and purchase intention. Specially, parasical interaction is divided into identification, interest, and experience parasocial interaction, and the divisions of relationship are trustworthy, friendship, understanding, and commitment. As a result, interest and trustworthy are significant predictors of brand attitude. Also, experience parasocial interaction is negative and friendship is positive predictors of purchase intention. Theoretical and practical implication are discussed.

• Information and Communications Magazine
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• v.33 no.4
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• pp.71-78
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• 2016

"내가 그의 이름을 불렀을 때 그는 나에게로 와서 꽃이 되었다" 김춘수의 시구보다 개인방송의 본질을 가장 잘 설명하는 말은 찾기 힘들다. 개인방송이 하나의 비즈니스 모델로서 성공할 수 있었던 것은 '나(시청자)'의 이름을 불러 주는 그(방송진행자)'가 있기 때문이다. 이것이, 한번에 수천만원의 디지털캐쉬를 생면부지의 누군가에게 기부하는 현상의 원천이다. 사회학 용어를 빌리자면 준사회적 관계(parasocial relationship)의 힘이라고 할 수 있다. 개인방송의 경쟁력은 결국 방송진행자와 참여자 사이의 이러한 준사회적 관계를 형성, 유지, 강화시키는데 서비스 제공자가 어떻게 기여할 수 있는가의 문제로 귀결된다. 본 고에서는 '왜 시청자들이 방송진행자에게 선물(디지털캐쉬)을 던지는가?'에 초점을 맞춘다. 개인방송의 수익이 전적으로 그것에 의존하기 때문이다. 기본적으로 인류학, 경제학, 사회학에서 논의된 선물이론(gift-giving)과 준사회적 관계(para-social relationship)이론의 틀을 기반으로 개인방송이라는 소셜플랫폼 공간에서 벌어지는 디지털캐쉬 선물의 동기를 분석하고, 비즈니스의 영속성 관점에서 개인방송서비스를 전망해 본다.

• Korean Journal of Social Welfare Studies
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• v.43 no.1
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• pp.389-411
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• 2012

A new era of research has focused on examining the growth of change in drinking problems among the elderly. Thus, the purpose of the present study was two fold: (1) to investigate trajectories of drinking problems(CAGE) among the Korean elderly(age$${\geq_-}65$$); and (2) to identify the predicting factors for the intercept and the slope of alcohol problems using multi-level growth curve model. Data come from three waves(1st wave(2006)~3rd wave(2008) of the Korea Welfare Panel(KWP) study. The results indicated that the levels of drinking problems decreased over time and that age, gender, marital status, religion, poverty, self-rated health, and social relationship satisfaction were associated with the baseline CAGE. Further analysis showed that social relationship satisfaction affected the declining slope of drinking problems over time. Specifically, among those who satisfied social relationship, there was a sharp decline of CAGE over time. Overall findings highlight the importance of developing and implementing effective alcohol prevention programs for the elderly in the community settings to mitigate the harmful effects of various psycho-social stressors. Especially, programs to maintain and form healthy social support network are suggested as critical interventions for prevention as well as recovery of alcohol problems in late life.

• Journal of Public Diplomacy
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• v.3 no.1
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• pp.1-19
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• 2023

Objectives: This study aims to discover how the spread of K-POP and the diversification of the Korean Wave affects Korea's national reputation. K-POP stars are diversifying their interactions with fandom by creating an online space to consume various products and services related to their stars and engage in fan activities. Because of this, this study aims to examine the relevance of K-POP to national reputation through a parasocial relationship with K-POP stars by fandom forming a community and utilizing media. Methods: An online survey was conducted in English using the Amazon survey company Mechanical Turk for BTS fans living in the United States. A total of 195 people's data, excluding incomplete responses, were used for the analysis. Results: It was found that BTS fans' social media participation activities themselves did not directly affect Korea's national reputation. But the mediating effect of BTS fans' parasocial relationship was found. That is, BTS fans' social media participation activities had a positive effect on their parasocial relationships with BTS which in turn had a positive effect on their national reputation. Conlusions: The use and participation of BTS fans in social media in Korea's national reputation has no significant effect on itself, but it has been found that it affects the national reputation through forming parasocial relationships. From the study results, the parasocial relationship of K-POP fans can be used as a strategic mechanism to enhance the national image and Korea's national reputation.

• Journal of the Korean Regional Science Association
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• v.36 no.1
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• pp.69-88
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• 2020

There has been an increasing attention to social diversity within communities. Previous studies suggest that social diversity is positively related to social trust and social capital that are intimately related to quality of life. Because of the controversy on social segregation that is an opposite concept of social diversity and is a factor negatively affecting quality of life, more studies on the association between social diversity and quality of life should be undertaken. This study employs a multilevel model to examine the association between social capital and quality of life. We analyzed the association using both the pooled sample and samples splitted based on social class. The empirical result shows that the occupational diversity positively affects quality of life while the income diversity negatively affects quality of life. These results provide useful policy implications for setting urban policy directions.

• 한국노년학
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• v.39 no.4
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• pp.941-958
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• 2019

The purpose of this study was to explore change trajectories patterns of Self-Rated Health in middle aged, to identify socioeconomic factors, self-esteem, family relationship factors, and to identify relevant predictors. For this purpose, the 2,418 middle aged, who married couples were extracted from the 2^nd to 12^st waves of Korea Welfare Panel Survey data. The data analysis included Latent Class Growth Analysis, multiple logistic regression. The change trajectories patterns of self-rated health in middle aged were classified into four types: (1) high state-retained type(46.3%), (2) low state-retained type(19.6%), (3) reduced type(17.5%), (4) increasing type(16.6%). Despite the control of chronic diseases that are closely related to health, when the low state-retained type, which is a crisis group, was set as the reference group for the self-rated health, the economic participation, self-esteem and satisfaction of the family relationship had a more inadequate effect than the high state-retained type. Likewise, when the reduced type, which is a crisis group, was set as the reference group for the self-rated health, the economic participation, self-esteem, satisfaction of the family relationship, and family stress had a more effect than the increasing type. Based on the analysis results, this study suggest political and practical intervention to maintain the proper health, and the details are as follows.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.16-24
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• 2020

The study empirically explored factors influencing How storytelling factors in social networking services, SNS, affect consumer response on the uses and gratification theory. conducted an analysis of 120 university students attending universities in the Seoul metropolitan area using an experiment. The results of this study are as follows: first, The storytelling factors, relevance and veracity have a positive effect on clarity. second, it has been shown that only veracity has a positive effect on parai-social interaction with media figures with emotional attachment. third, para-social interactions have been shown to influence content attitudes and orality sequentially. This study deals with the effect of SNS storytelling on the consumer's part, providing practical implications for enhancing content attitudes and word-of-mouth, by increasing para-social interactions with consumers while identifying the components that should enhance the way SNS is delivered in terms of storytelling.

• Korean Journal of Family Social Work
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• no.58
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• pp.97-122
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• 2017

The purpose of this study was to identify the longitudinal patterns of marital satisfaction, characteristics of each pattern, influencing factors and the difference on self-esteem, among married couples who experienced unemployment. To achieve this, the 443 married couples, who were initially employed in the first year but unemployed in next 5 years were extracted from the $2^{nd}$ to $11^{st}$ waves of Korean Welfare Panel Study(KoWePS) data. The results showed that there are five patterns on marital satisfactions of couple who experienced unemployment: maintaining low-level, mid-level, continuous declining, rebound after sharp declining, and maintaining high-level. In addition to this, the groups that maintain the marital satisfaction showed higher self-esteem than the groups that showed positive or negative change in marital relationship. Based on these results, this study suggested political and practical intervention to maintain the satisfaction of marital relationship and their self-esteem in a high level.

• Proceedings of the Korea Information Processing Society Conference
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• 2021.11a
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• pp.1273-1276
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• 2021

기업의 전통적인 역할은 "이익 추구"였다. 현대 사회에 이르러서는 기업이 기존의 역할을 벗어나 새로운 사회적 기구가 되어야 한다는 주장이 떠오르며 CSR(기업의 사회적 책임)이 대두되었다. 최근 기업과 사회는 ESG 경영(환경, 사회, 지배구조를 고려한 지속가능경영)에 많은 관심을 보이고 있고 이는 더 이상 관심으로 그칠 수 없는 필수적인 요소가 되었다. 이에 본 연구는 텍스트 마이닝을 통해 ESG 지표를 개발하고 [ESG 지표 - 주가]의 상관관계를 도출하였다.