• Asia pacific journal of information systems
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• 제26권1호
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• pp.124-142
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• 2016

Companies operating in social network platforms continue to improve and expand their marketing techniques. This study examines the practice of "gating", which involves virtual barriers between social network users and company content. Gates demand mandatory user endorsements, in the form of a Facebook "Likes", Twitter "retweets" etc., to gain access to company content, such as coupons and rewards,. Gating practices demand a mandatory endorsement before any content consumption takes place. Thus, while user endorsements are assumed to arise voluntarily from trusted known sources, gating practices would appear to violate this assumption. However, whether this violation lessens the effectiveness of gating practices still requires empirical validation. We investigate this question through the use of a unique panel data set that includes data on "like" endorsements obtained from a number of real-world Facebook business pages. Results of the study show that gating practices are effective for endorsement solicitation; however, gates may interfere with more traditional marketing activities.

• Journal of Contemporary Eastern Asia
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• 제18권1호
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• pp.175-188
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• 2019

This study investigates public receptivity to celebrity's climate change advocacy on YouTube through a semantic network analysis. The results of this study suggest that the YouTube video generated a number of viewers' responses. Celebrity endorsement not only leaded public voices on climate change issue, but also their opinions on the celebrity endorser. This study found that most of viewers were polarized in their judgment and attitude toward the celebrity advocate either positively or negatively. This study offers an exploratory examination of the perceived star power and the role of celebrities as spokespersons for social causes. This study contributes to the theoretical foundation of the role of celebrity advocacy using social media. In addition, this study offers methodological insights into how to detect public perceptions and attitudes toward celebrity endorsement of social causes by analyzing public comments.

• The Journal of Asian Finance, Economics and Business
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• 제8권1호
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• pp.951-960
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• 2021

The paper aims to explain the influence of celebrity endorser on consumers' purchase intention, and explain the influence of brand perception on purchase decision in regard to the case of OPPO F-series and singer Son Tung MTP, in the Vietnamese context. Advertisement is regarded as the fastest and most effective communication method for brands to build an association and attract their target consumers. Among various types of communication tools, the use of celebrity endorsement is considerably growing owing to the explosion of social platforms. This study employs survey data from 258 people living and working in Ho Chi Minh City, Vietnam. Then, those data were used to analyze the general hypotheses by conducting research reviews based on foregoing investigations. The results from data analysis reveal that celebrity's physical attractiveness, credibility, popularity, expertise, match-up, and multiple endorsements all have positive impacts on purchase intention. The findings from this study would suggest that brands, in general, and smart-phone brands, in particular, should not only focus on these attributes to select a suitable brand endorser, but also need to predict some potential risks when utilizing celebrity endorsement. Finally, various implications and recommendations for further studies and marketers are also discussed.

• 경영정보학연구
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• 제22권3호
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• pp.119-142
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• 2020

본 연구는 유튜브 이용자들이 정보탐색 중 발견하게 되는 유튜브의 IT 기능들이 휴리스틱 단서로써 컨텐츠에 대한 태도 및 시청 의도에 미치는 영향에 대하여 살펴보고자 하였다. 휴리스틱-체계적 모델(Heuristic-Systematic Model: HSM)에 따르면 사람들은 유용한 정보를 빠르게 선택하여 처리해야 하므로 눈에 띄는 단서인 휴리스틱 단서에 의존하는 경향을 보인다. 본 연구에서는 유튜브 내 존재하는 IT 기능들을 기반으로 발현되는 휴리스틱 단서에 집중하였다. 문헌 연구 및 인터뷰를 기반으로, 콘텐츠에 대한 태도에 영향을 미치는 여러 가지 요소 중에서도 유튜브 내 IT 기능을 통해 발현될 수 있는 세 가지 요인인 사회적 지지, 유튜버의 자기표현, 상호작용성을 도출하여, 해당 요인들을 바탕으로 실험을 진행하였다. 유튜브 속 IT 기능들이 활발히 사용되어 사회적 지지, 유튜버의 자기표현, 상호작용성이 높게 인지되는 경우, 해당 콘텐츠에 대한 태도가 호의적으로 형성되어 시청 의도에 긍정적인 영향을 줄 수 있을 것이라 예상하였다. 데이터 분석 결과, 사용자들은 사회적 지지와 유튜버의 자기표현, 상호작용성을 높게 인지할수록 콘텐츠에 대한 태도를 호의적으로 형성하였으며 이는 시청 의도로까지 이어지는 것을 확인하였다. 본 연구는 유튜브 내 수많은 콘텐츠들 속에서 특정 콘텐츠에 대한 시청을 이끌어내기 위해서 유튜브에서 제공하는 어떠한 IT 기능 요소들을 활용해야 하는지 체계적으로 분류하여 그 역할을 검증함에 의의가 있다.

• Asian Journal of Business Environment
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• 제8권3호
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• pp.5-12
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• 2018

Purpose - The purpose of current paper is to identify features of advertisements at social media that generate the ad-click and to further identify if these advertisements lead to purchase. If no purchase is made, then reasons for not making purchase are identified. Users' purchase experience after users clicked at advertisements are also studied. Research design, data, and methodology - Research design followed is exploratory research, where various factors leading to ad-clicks and generating purchase at social media platform were explored. Raw data was gathered by means of survey among a sample of 185 respondents in India using online structured questionnaire. GLM model and multinomial regression were used to analyze the data. Results - Several factors including endorsement by friends, advertisement aesthetics, product reviews, and aggressive pricing played major role in generating ad-clicks. Major impediment to purchase on were product misrepresentation in advertisement, false discounts, and site security. Female users clicked more on social media advertisements and made more purchases compared to their male counterpart. Conclusions - Social media advertisements have significant positive effect on buying behavior of online customers. Transactions culminating from social media ad-click generated significant positive experience for social media users. Thus, social media can be effective marketing tool.

• 한국심리학회지 : 문화 및 사회문제
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• 제25권2호
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• pp.137-155
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• 2019

본 연구는 한국 성인을 대상으로 자폐 기질이 사회도덕적 판단과 어떠한 관련성을 가지고 있는지 탐색하였다. 연구 결과, 자폐 기질이 높을수록 타인의 행동의 도덕성을 평가할 때에 행동의 의도를 고려하는 것에 있어 어려움을 보였다. 특히, 자폐 기질이 높을수록 시나리오 속 주인공이 타인을 해하려는 의도는 있었지만, 결과적으로 실패한 행동에 대해 더 허용적으로 판단하였다. 또한, 자폐 기질이 높을수록 다수의 이익을 위해 소수를 적극적으로 희생시키는 공리주의적 선택의 적절성은 더 높게 판단하였다. 더불어, 도덕적 판단에서 어떠한 기본 원리를 얼마나 중요하게 여기는가에 관한 도덕적 기반 측정의 경우, 자폐 기질이 높을수록 위해 금지에 대한 민감성이 낮은 것으로 나타났다. 이러한 상관관계는 자폐 기질을 높은 집단(AQ >= 26)과 낮은 집단(AQ < 26)으로 나누었을 때, 집단 간 차이로도 확인되었다. 이러한 결과는 자폐 기질이 높을수록 사회도덕적 판단에서 타인의 의도를 고려하는 것에 더 어려움을 겪을 수 있으며, 또한 도덕적 판단에서 타인을 해하여서는 안된다는 위해 금지 원리에 대한 민감성을 더 낮게 보일 수 있음을 시사한다.

• 미국학
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• 제44권2호
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• pp.1-33
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• 2021

This paper examines the service ideal preached by Bruce Barton, a bestselling American author in the 1920s. Based on archival sources and other historical materials, this paper presents Barton's endorsement of service ideal less as an adaptation to the looming consumerist society than an endeavor to revive the old producer ethos that was more coercive than therapeutic. Revisiting Barton's messages to Americans, this paper traces the intellectual root of Barton's service ideal to the Social Gospel and illustrates the ways his producer ethos evolved into a commonplace ideology of Christian meritocracy that endorsed individualism and small government.

• 유통과학연구
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• 제19권9호
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• pp.113-123
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• 2021

Purpose: BTS Meal at McDonald's was launched in May 2021 in selected countries all over the world. BTS fans in Indonesia bought the BTS Meal and collectively donated to the online delivery drivers as a form of empathy. As a quantitative study, this paper aims to identify the influencing factors in sociopsychology for fans to buy products (BTS Meal) available online using celebrity endorsement strategy, as well as demonstrating social empathy as an extended effect. Research design, data and methodology: empirical research was conducted through an online survey sent to 150 participants using the purposive sampling method. Participants were BTS fans, or ARMYs, who bought BTS Meal and conducted donations. Data were then sorted and processed with path regression. Results: preference and role model influenced the buying behavior; however, these factors influenced social empathy only when mediated by consumption. Preference and role model alone did not have a direct influence on social empathy. Conclusions: Consumer behavior insight is relevant in distribution science. A meal distribution involving brand ambassadors is considerable, particularly with celebrities demonstrating quality in capturing fans' hearts through role modeling. When a distribution is conducted online using a brand ambassador, buying behavior could lead to a social impact.

• 한국심리학회지 : 문화 및 사회문제
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• 제15권3호
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• pp.447-467
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• 2009

Lakoff(2002)의 가족으로서의 국가 은유(nation-as-family metaphor)에 따르면 미국의 보수주의와 진보주의의 도덕성은 각각 국가를 "엄격한 아버지(strict father)" 또는 "자애로운 부모(nurturant parents)"로 보는 서로 다른 가족 은유에 기반을 두고 있으며 보수주의와 진보주의 진영의 입장은 이러한 가족 은유의 가치와 연합되어 있다고 본다. 이 연구는 점화 기법을 사용하여 가족 은유가 실제로 경제적 어려움을 겪고 있는 사람들에 대한 판단에 영향을 미칠 수 있을지 살펴보았다. Lakoff가 언급한 "엄격한 아버지(strict father)"의 도덕성을 점화했을 경우에 비해 "자애로운 부모(nurturant parents)"의 도덕성을 점화한 경우에 참가자들은 사회 보장 프로그램을 필요로 하는 사람들의 성품을 좀 더 긍정적으로 평가하며 그들이 처한 경제적 어려움을 개인의 책임으로만 돌리지 않는 경향을 확인할 수 있었다. 이러한 결과는 보수주의와 진보주의적 태도와 관점을 구성하는 요체가 무엇인지 되짚어 보게 하며 특히 사회 정책의 결정 및 정치적 판단에 미칠 수 있는 상황적 요인의 역할에 대한 시사점을 제공한다.

• International Journal of Advanced Culture Technology
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• 제11권2호
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• pp.152-161
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• 2023

Modern people live a life connected with the real world and the virtual world by relying on the new media of enterprises and social consumption led by innovative technologies. In this environment, virtual influencers actively communicate with consumers and build relationships through social media, which is a new marketing tool that has attracted widespread attention. From a business perspective, it is necessary to have a solid understanding of this phenomenon, and then explore communication strategies to effectively develop virtual influencers. To investigate followers' preference for virtual influencers, this study employs the Q-method, which studies human subjective attributes, an empirical research effort to uncover complex issues in human subjectivity. To determine the factors that trigger people's voluntary and active practice and the preference degree of virtual influencers, the Q method is implemented to examine human subjectivity, thoughts and attitudes. According to the results of this study, virtual influencers are a new group of idols full of vitality. The interviews found that there are still many virtual influencers who do not know about followers, but each type can be clearly understood through the intuitive understanding of the interviewees. Divided out, type 1 one egoideal virtual influencers aim to represent an idealized version of the creator or target audience. Embodies ideal physical characteristics, personality or lifestyle desired by the audience. Type 2 is charismatic and attractive, and has the characteristics of most virtual influencers. It is suggested that it can be developed into a potential type, doing brand cooperation, and content production on social media platforms. Type 3: Game animation, derived from the image of characters in games or comics, with stylized features and energetic personalities, which can be integrated into games or entertainment experiences. Type 4 development potential type is the most successful type among virtual imagers, and it is also the purpose of marketing virtual influencers. It is essential that brand endorsement on social media platforms, integrated marketing, and driving advertising traffic. It is recommended to improve production technology to reduce investment costs.