• International Journal of Contents
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• v.16 no.1
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• pp.10-24
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• 2020

As many brands use social media influencers (SMIs) on Instagram to advertise, not disclosing advertised content affects how consumers perceive these influencers. The purpose of this study was to investigate two objectives: 1) recent advertising disclosure types on Instagram and 2) the factors that affect consumer responses towards Instagram influencers posting advertised content. Using an experimental 2x2 between-subjects design (N=200), the findings show that "sponsored" and "paid partnership with" are two recent types of ad disclosures. However, both factors are insignificantly different from each other. Also, ad disclosure condition enhances the trustworthiness of the influencer than no disclosure. Ad skepticism, source credibility, and the level of persuasion strongly relate to how consumers perceive Instagram influencers advertising for brands. These factors enable consumers to assess if the influencer is a reliable source of information when faced with advertisement. Ultimately, using disclosure gives full information to consumers about the persuasive intent, as well as increases positive consumer responses towards the influencer who discloses, thereby, enhancing the ethical use of the influencer advertising strategy and long-term consumer relationship.

• International Journal of Advanced Culture Technology
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• v.8 no.2
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• pp.139-145
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• 2020

Individual personality traits are key factors that affect users' self-disclosure on SNS. We examined the relationship between an individual personality trait (i.e., narcissism) and three dimensions of self-disclosure behavior on Facebook (i.e., intention, level, and control of self-disclosure). A total of 261 Facebook users completed an online survey. The findings showed that more narcissistic individuals engage in deeper levels of self-disclosure and do so with greater intentionality than previous research indicated. More interestingly, narcissistic users simultaneously tend to control their expressions in public by concealing who they really are. Overall, these findings suggested that the self-disclosures on Facebook must not investigated by a single dimensions for better understanding of psychological dynamics of it users. In addition, the present research suggested that the narcissism should not be regarded as a predictor which simply gives either a positive or negative influence on self-disclosing behaviors in SNS.

• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.139-152
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• 2015

One of the most latest trends in today's marketing practice is to create branded contents for interacting with online consumers. Marketers are increasingly adopting behind-the-scene contents which disclose a brand's backstage information in their contents marketing efforts. The current study conceptualizes this behind-the-scene storytelling based on dramaturgical theory and investigates its impacts on consumer responses. The study also examines how consumers advertising skepticism level would influence on the evaluation of branded contents. In addition, the moderating role of advertising skepticism in evaluating brand's backstage information is investigated. The findings suggests that consumers who are exposed to brand's backstage indicate greater information attitude, brand attitude, and purchase intention than those who are not exposed to brand's backstage. Also consumers who have lower advertising skepticism evaluated branded contents more positively than high ad skepticism consumers. Lastly, the moderating role of advertising skepticism on the impact of brand's backstage disclosure is reported.

• International Journal of Contents
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• v.15 no.4
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• pp.74-81
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• 2019

This study examined the overall relationship between information privacy concern, need for uniqueness (NFU), and disclosure behavior to explain the personal factors that drive data-sharing on Facebook. The results of an online survey conducted with 222 Facebook users show that among diverse data that social media users disclose online, four distinct factors are identified: basic personal data, private data, personal opinions, and personal photos. In general, there is a negative relationship between privacy concern and a positive relationship between the NFU and the willingness to self-disclose information. Overall, the NFU was a better predictor of willingness to disclose information than privacy concern, gender, or age. While privacy concern has been identified as an influential factor when users evaluate social networking sites, the findings of this study contribute to the literature by demonstrating that an individual's need to manifest individualization on social media overrides privacy concerns.

• Journal of the Korea Convergence Society
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• v.9 no.3
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• pp.231-240
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• 2018

Recently, personal information processing are becoming more important in the behavioral advertising based on online and mobile platform. The behavioral advertising analyzes and utilizes individual's search & purchase history, hobbies, and tendency based on the personal behavior information collected using the automatic collection device. Therefore, it collects and stores other types of personal information which did't defined in Privacy Act and can analyze personal behavior. This characteristics may cause disclosure of personal information and exposure to intrusion. In this paper, we investigate and analyze the privacy policy of the advertising agencies, and discussded the measures to be taken in collecting, storing and using personal information suitable for behavior information.

• Culinary science and hospitality research
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• v.20 no.6
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• pp.175-189
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• 2014

This study was intended to provide fundamental data concerning franchising companies' characteristics and performance in foodservice business by employing financial data from the firms' IDS(Information Disclosure Statements). Multiple regression analysis method was used to identify any correlations among franchising size, marketing competency, operational characteristics, and performance according to technique based upon 169 IDS data as of 2013. In terms of franchisor size and performance, the number of company-operated stores had statistically significant corelation with sales, net income, the total number of stores, and the number of franchisees. With respect to marketing competency and performance, advertising expenses showed statistically significant correlation with sales, the total number of stores, promotion expenses with sales, net income, and the total number of stores. On the other hand, there was no statistically significant correlation with current year's net income. At last, present study found significant correlations among business years, sales, current year's net income, and the total number of stores by regarding operational characteristics and performance, but there was no significant correlation between brands and performance. This study is cross-sectional study which is a limitation to be overcome in further studies. In addition, it is required to review the possibility for franchise management style to contribute to expanding the Korean traditional foods.

• Journal of Oriental Neuropsychiatry
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• v.27 no.3
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• pp.131-146
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• 2016

Objectives: This study was performed to determine the correlation between Instrument on Pattern Identification for Depression and Psychological tests by Pearson Correlation Coefficient and Regression analysis.Methods: Two assessors carried out the evaluation using the instrument on pattern identification for depression. They also performed the following psychological tests: Beck Depression Inventory (BDI), State-Trait Anxiety Inventory (STAI), State-Trait Anger Expression Inventory (STAXI), the Temperament and Character Inventory (TCI), Insomnia Severity Index (ISI_Total), Self-disclosure Inventory, subjective well-being Inventory, Health perception Inventory, and Personality Assessment Inventory (PAI). A total of 167 participants who got HAM-D score over 12 were targeted for the evaluation. Our research team carried out Pearson correlation coefficient analyses and regression analysis between pattern identification for depression and Psychological tests. We listed the results by descending order and interpreted the results.Results: Pearson correlation analysis revealed the following results: 1) Stagnation of Liver Gi was associated with BDI (0.60) and STAI (0.55); 2) Dual Deficiency of the Heart and Spleen was associated with BDI (0.60), ISI_Total (0.52), and STAI (0.42); 3) Relieving stagnation of Phlegm-Gi was associated with BDI (0.65), STAI (0.54), and Subjective well-being inventory (−0.52); 4) Gi-deficiency Mingled with sputum was associated with BDI (0.50), ISI_Total (0.40), and STAI (0.395); 5) Stagnant Gi transforming into fire was associated with BDI (0.56), STAI_TR (0.51), and Health perception Inventory (−0.458); 6) Yin-Deficiency with Effulgent Fire was associated with BDI (0.55), ISI_total (0.54), and STAI (0.41).Conclusions: Through correlation analysis between Instrument on Pattern Identification for Depression and Psychological tests, we could suggest a System for Oriental Medical Diagnosis for Depression.