• Asia Marketing Journal
• /
• v.15 no.4
• /
• pp.103-129
• /
• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• Journal of Distribution Science
• /
• v.14 no.5
• /
• pp.39-50
• /
• 2016

Purpose - The purpose of this study was to substantiate the relationship between on-the-job training (OJT) characteristic factors and OJT outcomes and the moderating effect of the tie strength between a trainer and a trainee on the relationship. OJT characteristic factors were composed of a unit of work to be learned, trainee's motivation, trainer's ability, OJT design, and OJT support. OJT outcomes included job satisfaction and organizational commitment in the research. The tie strength means a sense of intimacy with a trainer. All of the OJT characteristic factors, OJT outcomes, and the tie strength were defined operationally as the perceived ones by a trainee. Research design, data, and methodology - This study analyzed the data of 302 employees in a domestic travel agency as early career for seven years or less. The main methods for the analysis were multiple linear regression analysis and moderating effect analysis. The whole process of the data analysis was conducted using the SPSS 21.0 for windows. Results - The results of the study are as follows: First, every five element of OJT, including unit of work to be learned, trainee's motivation, trainer's ability, OJT design, and OJT support, showed positive influence on OJT outcomes - job satisfaction and organizational commitment. Second, the tie strength between a trainer and a trainee was positively related with OJT outcomes. Finally, the strength of ties between the trainer and the trainee was found positively to moderate the relationship of a unit of work to be learned, OJT design, or OJT support, with OJT outcomes. However, the moderating effect of the tie strength was not significant statistically between the trainee's motivation or the trainer's ability, and OJT outcomes. Conclusion - In the study, it was demonstrated that every OJT characteristic factors have a positive contribution to job satisfaction and organizational commitment for early career employees. In addition, the study showed the need to pay attention to improve the quality of relationships between trainers and trainees, in order to increase the impact of a unit of work to be learned, OJT design, and OJT support. These findings suggest the implications in the three factors as external factors that constitute OJT. The three factors are made by HRD practitioners who are involved in design and operation of the program as well as their interventions to improve the quality of the relationship between trainers and trainees. On the other hand, it was demonstrated in the research that trainee's motivation and trainer's ability, regardless of their tie strength, have a direct impact on OJT outcomes by itself. Moreover, the trainee's motivation and trainer's ability are intrinsic characteristics, rather than external factors that constitute OJT. Therefore, they are unlikely to be changed by HRD practitioners' interventions. In conclusion, it was argued in the research that the trainee's motivation and trainer's ability should be a consideration in selecting and matching partners in OJT participants before starting OJT.

• The Journal of Industrial Distribution & Business
• /
• v.9 no.5
• /
• pp.83-91
• /
• 2018

Purpose - The purpose of this study is to explore the introduction and activation of smart training for the effective training of vocational ability development of companies in the 4th industrial revolution era, we analyze the present status of smart training introduction and related difficulties and propose concrete activation plan. Research design, data, and methodology - Through the online survey, we tried to confirm the recognition of corporate about smart training. Questionnaires include what are the benefits, expectations, and difficulties of smart training, etc. The survey was conducted from August 21, 2017 to September 4, 2017. A total of 69 companies participated in the questionnaire. The questionnaire results were analyzed through frequency analysis and contents analysis. Based on the results of the questionnaire, we found out the cause of inhibition of smart training activation and suggested activation strategies. Results - The main reason for the provision of smart training is the expectation of the training performance and the recognition that it is possible to provide training in a flexible manner. The effectiveness of smart training operation was evaluated as a high level of contribution to the development of creative training course and the capacity of training institute. As a result of checking factors that hinders the activation of smart training, the most important reason is that the time and cost burden of the training institutes is excessive. The lack of expertise in the design of smart training courses and the burden of employers and trainees. Conclusions - In order to activate smart training, it is necessary to find solutions to the obstacles at the internal or external level of training institutions. The internal barriers to the training organization are lack of internal competence for preparation and course management. In this regard, we need to consider providing consulting, best practices or guidance in the process of designing and operating smart training. On the other hand, as an external obstacle factor, it is necessary to provide incentives to participate in smart training. In addition, further research is needed on strategies that can lead to participation in smart training from the viewpoint of employers and learners.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.17 no.11
• /
• pp.114-127
• /
• 2016

The competition among nations has been extended to competition between localities, and the importance of knowledge activities in local areas is being emphasized. To contribute to the nurturing of highly qualified professionals and the development of local industry, the Korean government established the S&T-centric research universities including KAIST in 5 local areas. These S&T-centric research universities are top notch research centers and educational environments in Korea. However, it has been pointed out that their ability to act as local innovation hubs is limited. Accordingly, this study conducted an empirical analysis on the outcomes of the S&T-centric research universities by dividing them into two categories, Mode 1 and Mode 2, and comparing them with those of other general universities. It was found that the outcomes of the S&T-centric universities were higher in Mode 1, but lower in Mode 2, than those of the general universities. Furthermore, the S&T-centric universities are not connected very much to the region's specialized industries. It was difficult to find any evidence that the S&T-centric universities differ from the other universities in terms of their outcomes or activities as they were initially envisaged.

• Journal of Korea Port Economic Association
• /
• v.28 no.1
• /
• pp.25-52
• /
• 2012

In order to solve the current problems and inefficiencies within the Port Authorities(PA) in Korea, this study introduces the concept of the integration of PA and analyses the intention of integration. This study is based on analysing the surveys participated by the members of PA. The surveys consist of six main factors which could influence the intention of integration of PA; contribution, autonomy, strategic factor, financial factor, marketing factor and environmental factor. The two main implications from this study can be categorised as follows. First, this study identifies the structural problems such as regional self-centredness of PA, obscurity of organisations' roles and their rights, limitations on diversification of business and restrictions within PA. Second, this study extensively discusses the option of improving the inefficiency whilst maintaining the current system or to switch to the integration of PA. In addition, it has been found that individual PA recognise the little need for integration. Since the results show that the strategic, financial, marketing and environmental factors would cause both significant and little significant impacts, it would be too haste to decide on a conclusion. However, it is possible to say that the rapid integration of PA can neither improve the efficiency nor improve the characteristics of each region. Therefore, the significance of integration of PA must be further discussed from many different perspectives. The results of this research will serve as a basic literature for further studies on the integration of PA in Korea. Moreover, the problems that have been identified and analysed in this study will contribute to establishing the strategy for further development of PA in Korea.

• Management & Information Systems Review
• /
• v.29 no.3
• /
• pp.71-96
• /
• 2010

This article firstly reviewed Permanent Established(PE) concept of OECD and UN model tax treaty and compared it with that of Korean Corporate Income Tax Law(CITL). The various factors regarding profit like ways of deciding the local source profit, scope and calculation method which will be imputed to PE were also reviewed. Based on above, standard PE judgement basis and calculation method of local source profit were also studied by using actual cases in foreign corporation which performs plant construction & sales in Korea. Accordingly to properly solve the conflict regarding international tax and to protect the tax authority against the foreign corporation in Korea, by standing on equality, I now propose followings for the better concept of PE in Korea. Firstly, the article that a building site or construction or installation project constitutes a PE only if it lasts more than 6 months should be modified to reflect OECD model convention's criteria of 12 months. Second, the scope of 'subordinate attorney' which is regarded as PE under CITL is now including 'holding-delivery attorney', 'order attorney', and 'assurance attorney' as well as 'contract attorney'. This is overly limit the activities of foreign corporation. It had better be loosened only to include 'contract attorney' as OECD provisions. Third, the CITL limits the cases of preparatory and/or auxiliary place which is not regarded as PE, thus limit the foreign corporations' business by expanding the concept of PE. This had better be eased. Fourth, in deciding the amount of local source profits, the CITL stipulates to split the profits by the relevant contribution of transaction parties through 'profit split method'. To solve the conflict, the ways of profit split must be better clarified through providing object and detailed standard and basis.

• Management & Information Systems Review
• /
• v.35 no.4
• /
• pp.229-250
• /
• 2016

This research was conducted to examine the effects of cognitive and emotional empathy amongst employees, and its contribution to the enhancement of the effectiveness of an organization. Further, 'job stress' was used as the moderating value. For this purpose, examination procedures were based on theoretical ground drawn from previous research papers, and an appropriate hypothesis established. Statistical methods were also employed to obtain empirical evidence. This study consisted of four variables. The independent variable is categorised into the factors of cognitive and emotional empathy. Job stress as the moderating value as well as job satisfaction and turnover intention as members of the dependent variable. A survey was carried out targeting employees of numerous firms working in teams, and a total of 324 samples were collected and processed by the software package SPSS 21 for windows as a means to verify the set study model and hypothesis. The results of the study are as follows: The two factor of cognitive and emotional empathy did not present with any significant effects. However, cognitive empathy in relation to job stress was found to inflict negative effects. The study also found the two factors to play a significant role in asserting positive effects on an individual's level of satisfaction on his/her job. While the study further explained that cognitive understanding had the tendency to impose negative effects on the turnover intention, emotional empathy did not demonstrate significant effects. Job related stress negatively effects the level of satisfaction of an individual's given task or a job and positive relation with turnover intention. It was confirmed that job stress had a degree of intermediary role upon other factors such as empathy, job satisfaction and turnover intention. The results of the study purported that empathy can raise the level of an individual's job satisfaction and kerb turnover intention. In order to accomplish depreciated levels of job related stress, it is vital that firms consistently input fervent endeavours to be subserved. It must be able to create an environment wherein employees may enjoy the improved structure of the company to empathies with each other. These transitions would allow firms to achieve maximum efficiency and improvements on the effectiveness of an organization.

• Journal of Korea Entertainment Industry Association
• /
• v.15 no.5
• /
• pp.1-17
• /
• 2021

Social distancing caused a sharp industrial stagnation in the performance industry. Due to the continuous industrial downturn, as well as the livelihoods of many related workers, the outlook for the performance industry has reached a point where it is impossible to foresee the future. As a result of seeking various ways to recover from the continuing industrial stagnation, online concerts drew attention as the most effective alternative. Its development potential was highly evaluated as it could provide a performance culture to consumers while complying with social distancing. This study has value in terms of academic contribution as it slightly suggests a direction for the sustainable development of online performances presented as a breakthrough amid the social and industrial stagnation caused by the pandemic. therefore, this thesis describes the changes in the performance industry due to social distancing, and collects and analyzes examples of online performances by type to illuminate the value of online performances as an industry in the pandemic era and develops them. The possibility was reconsidered and the direction to be taken in the future was suggested. In each type of case, the cases focused on social value did not satisfy the economic value of profit creatiom, and even in the opposite case, if the profit creation was satisfied, the analysis result showed that the social value was not satisfied, and the planning intention of each performance was not satisfied. Accordingly, cases such as satisfying both profit creation and social value were also confirmed. Therefore, the direction for online performances was presented through the improvement of technologies and systems and the commercialization of existing platforms.

• Journal of Digital Convergence
• /
• v.21 no.2
• /
• pp.33-40
• /
• 2023

In this study, we aim to examine the impact of corporate social responsibility implementation, which is a major concern in previous research, on investment efficiency. The research method will be a qualitative study with reference to existing previous research. The three main claims to be addressed in this study will be summarized, and the research variables and research models will be described. As a result of the study, based on existing previous research, this study presented three issues to examine how a high level of corporate social responsibility performance increases investment efficiency. First, we argue that a company's high level of social responsibility will be positively related to investment efficiency. Second, it is argued that investment efficiency will be positively related to individual CSR components that represent the interests of primary stakeholders. Third, it is argued that companies with too high a CSR index and companies with a too low CSR index will have less correlation with investment efficiency. The contribution of this study will be to more accurately understand the impact of CSR on corporate investment efficiency. In the future, it is hoped that additional discoveries will be made through research that adopts the three claims presented in this study as hypotheses and empirically analyzes them. The Journal of Digital Policy & Management. This space is for the abstract of your study in English.

• International Area Studies Review
• /
• v.15 no.1
• /
• pp.173-193
• /
• 2011

Most of the research regarding economic effects of policy loans has thus far been focused on whether policy loans can improve the financial status or the management performance of small and medium enterprises (SMEs). Unlike previous researches, this study implemented an empirical analysis focused on the contribution of policy loans to easing the liquidity restriction of investment. To analyze whether investment liquidity restriction can be alleviated or not, this study attempted an empirical analysis utilizing the nonlinear Euler equation induced through optimization of investment and GMM (generalized method of moments) as its analysis methodology. With the SMEs that received policy financing from the Small and medium Business Corporation (SBC) in 2004, this study analyzed three years of panel data before(2001~2003) and after(2004~2006) receipt of policy loans. According to the empirical results, it appears that policy loans had effects on resolving liquidity restriction of investment, implying that policy financing eases the liquidity restriction of SME investment and would contribute to the growth and development of SMEs. Further, I checked robustness of empirical results using Tobin's q model. The empirical results also support that policy loans help to resolve liquidity constraint. With these results, it is understood that the critical view to date, which has emphasized the ineffectiveness of policy financing due to it having no or insignificant economic effects, may be wrong.