• (The) Korean Journal of Advertising
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• v.28 no.3
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• pp.53-81
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• 2017

As online video advertising market grows, viral advertising is drawing attention. This study investigated factors influencing consumer's sharing intent of viral advertising each from four dimensions which are content, sender, consumer, and network. As a result, factors of persuasive intent, brand-ad image fit, perceived self-presentation, and bridging social capital were found to affect consumer's sharing intent of viral advertising. And persuasive intent of content was found to be negatively affect consumer's sharing intent. Social value and bonding social capital were not found to have significant influence on consumer's sharing intent of viral advertising. From the analysis of this result, this study suggested future research topic and academic/practical implications.

• 한국노년학
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• v.39 no.1
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• pp.145-167
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• 2019

The purpose of this study is to examine the solidarity types between parents-children and to verify whether the types of solidarity relationships are directly related to life satisfaction of older adults. To achieve this, 2,072 Korean elderlies from proportional stratified sample were participated, and the data was divided into urban and rural area where respondents live in. The Latent Profile Analysis(LPA), multiple regression analysis were mainly used for data analysis. The results of the study were as follows: The major findings are following. Patterns of parental bond among urban and rural elderly were classified into three(urban) and two(rural) patterns. For the effect of each parental bonding pattern on life satisfaction, positive effect of parental bond was found only in urban dwellers. In other words, for older people in rural areas, parental bond did not significantly affected on life satisfaction. However, elderly in rural area showed non-familial factor based relationship, such as social capital(community trust, social cohesion, and social support), was influenced their life satisfaction rather than relationship with children. Finding from the study highlight political and practical implications for improving life satisfaction for the elderly.