• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.480-493
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• 2021

In this paper, we attempt to empirically explain the process by which fandom performs social participation using digital media. To do this, we utilize the concept of identification and the Situational Theory of Publics in a theoretical framework, and study ARMY, BTS fandom. We confirmed a positive association between communication behavior and social participation, and verified a mediating effect of the identification as well. Interestingly, horizontal identification, a fan-to-star friendly relationship, had a greater effect on moving toward social participation than did vertical identification, a fan's blind worship of a star. This study has significance in that it has figured out the relationship of personal feelings to public participation by mobilizing achievements in various research fields.

• Journal of Global Scholars of Marketing Science
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• v.10
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• pp.111-137
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• 2002

The purpose of the current study was to examined the effect of the perceived membership and social support on the members' identification in online community. The sample consisted of 189 college students in pusan, korea. The results of the study were as follows. First, the effects of perceived memberships on the online community members' identification was influenced significantly. Second, perceived social support was found to be significantly influenced on the online community members' identification. Third, community members' identification in the online was found to be significantly influenced on relationship-oriented behavior. Finally, perceived membership and social support was found to be significantly influenced on relationship-oriented behavior mediating community identification.

• Journal of Digital Convergence
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• v.17 no.6
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• pp.123-131
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• 2019

The purpose of this study is to demonstrate the causal relationship between positive emotions, positive psychological capital, and organizational identification, and to examine the double mediating effect. In this study, 369 social workers in 10 social welfare facilities in Seoul and Gyeonggi Province were sampled. The results of this study show that compassion experienced by the social workers has a positive effect on positive emotion and organizational identification, and positive psychological capital has a significant effect on the organization identification. In addition, double mediating effect of positive emotion and positive psychological capital were also shown to be significant in the relationship between compassion and organizational identification. Therefore, this study has the theoretical implication that double mediating effect of positive emotion and positive psychological capital are demonstrated in the relationship between compassion and organization identification. In future research, sample collection should be done for the generalization of the sample, and the mediating effect of positive organizational identity should also be performed.

• Journal of Information Technology Services
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• v.13 no.3
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• pp.183-200
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• 2014

Online brand communities have become a major component of marketing strategy given that these communities encourage participation and share the culture of Web 2.0 core concepts to Internet users. This study investigated the effects of social capital and knowledge quality on the success of online brand communities. A research model suggests that trust among members and the identification derived from social capital theory and knowledge quality influence individual community participation; knowledge quality also influences brand trust. In turn, community participation and brand trust develop brand loyalty. The model was empirically analyzed using structural equation modeling with data from online brand community members in Korea. The results indicate that identification and knowledge quality significantly affects brand trust and brand loyalty through community participation. This study provides a basis for developing a success model for online brand communities. Also, this study identifies a new role of knowledge quality in an online brand community context.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.8
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• pp.157-166
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• 2021

In the past four decades, corporate social responsibility (CSR) issues have grown substantially due to the increasing demand for transparency and growing expectations that corporations should manage and improve their social, environmental, and economic performance. As a result, most organizations, companies, and governments provide CSR reports, while a large number of companies are still engaged in defining and integrating CSR into several aspects of their business. CSR is an obligation to society (Lee, 2020). The linkage between CSR and consumer-company identification (CCI) is important under company stakeholders. Consumers who care about those issues often change their shopping habits to bring greater value to the community. They will avoid buying environmentally or socially harmful products, and actively seek the products and services of the companies that carry out social responsibility. Companies conducting CSR activities such as charity works or environmental activities will be easy to associate as a responsible organization for always meeting the necessity of society. Therefore, companies must consider CSR a long-term strategy. The strategic approach to CSR plays an increasingly significant part in the business competitiveness - which helps create companies' values while gains trust and respect from the consumers, partners in particular, and the social community in general. This study is conducted to show evidence from project-based organizations about the CSR factors that influence consumer loyalty and the impact level of those factors on customer loyalty.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.1
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• pp.33-39
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• 2023

Social networking is gaining speed and has grown indispensable as technology develops. As a result, social media, particularly Facebook, Instagram, and influencer marketing, are replacing conventional marketing trends. The top 15 search terms for Mongolian women between the ages of 18 and 34 in 2019 on Facebook were cosmetics and shopping. Companies use social media, the main tool of social media, to promote their products while simultaneously increasing productivity at a minimal cost. In Mongolia, finding out about cosmetic brand products on social media is rather usual. The impact of social media influencers on the purchasing of cosmetic brands must thus be researched. We aimed to find out the relationship between attractiveness, authenticity, communication ability, and influence, which are characteristics of beauty influencers, on product purchase intention and identification between consumers and followers (information acceptance, purchase intention). Communication ability and influence appeared to have a statistically significant positive (+) effect on identification. On the other hand, attractiveness, communication ability, and influence all showed a statistically significant positive (+) effect on information acceptance. Identification and information acceptance has s significant positive effect on purchase intention.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.179-185
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• 2018

The purpose of this study is to demonstrate the effect of compassion on collective self esteem through positive work-related identity, and to demonstrate the mediating effect of positive work-related identity and the moderating effect of organizational identification. In this study, The data collection was targeted at 369 social workers working in 13 social welfare facilities and institutions in Gyeonggi Province and 12 in Seoul from April 1 to April 25, 2018. It was demonstrated that compassion had a positive effect on positive work-related identity. Also, it was proved that positive work-related identity had a positive effect on collective self esteem, and mediating effect of positive work-related identity and moderating effect of organizational identification were also significant. Therefore, this study suggests social workers experienced compassion will have positive work-related identity, collective self esteem, and organizational identification.

• International Journal of Human Ecology
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• v.8 no.1
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• pp.9-18
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• 2007

This study focuses on the relationship between ethnic identity of Asian-Americans and their appreciation of their ethnic body features, based on reference group theory. A convenience sample of 60 male and 52 female students from various Asian ethnicities attending a mid-western university was used for the study. A 2 (gender) by 2 (ethnic identification) by 2 (socializing group) analysis of covariance (ANCOVA) on body image satisfaction as dependent variable and Body Mass Index score as a covariate was conducted. A significant main effect of ethnic identification was found, which indicates the more respondents identified with their ethnic group, the more likely they were to be satisfied with their appearance. The social group affiliation main effect was not significant. The impact of ethnic identification was significant only for those respondents who socialize more with Americans than with Asians. The results support the idea that one's ethnic group functions as a reference group, which influences body image appraisals.

• Management & Information Systems Review
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• v.38 no.1
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• pp.43-61
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• 2019

It is true that there are not enough empirical studies on the companionship to social welfare workers until now. Thus, this study has reduced the need to demonstrate the causal relationship between compassion experienced and outcome variables by social workers. The purpose of this study is to demonstrate the impact of the compassion experienced by social workers in social welfare facilities on positive psychological capital, and to the psychological effect formed by the psychosomatic concentration. Third, the purpose of this study is to verify the effect of positive psychological capital on the relationship between compassion and affective commitment, and fourth, the relationship between positive psychological capital and organizational identification. For empirical research, the hypothesis was verified after a survey of 369 social workers at social welfare facilities in Seoul and Gyeonggi Province. The study showed that the compassion experienced by social workers had a positive(+) effect on positive psychological capital, and that positive psychological capital had a positive(+) effect on affective commitment. In the relationship between compassion and affective commitment, the effect of the mediation of positive psychological capital has also been proven to be significant. In addition in the relationship between positive psychological capital and affective commitment, it has been noted that organizational identification has also been proven to be significant. Therefore, this study has theoretical implications for the mediating effect of the positive psychological capital and the moderating effect of organizational identification in relation to the compassion. This study will have practical implications for enhancing social workers' behavior to be more compassionate in their attitude to customers.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.180-196
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• 2021

The goal of this research is to examine the effects of sports star influencer advertising value on brand equity in social networking sites. In particular, this study identifies the moderating role of consumer team identification. A total of 350 university students participated via online survey. To test proposed hypotheses, confirmatory factor analysis, structural equation modeling, and multi-group analysis were employed. It was found that informativeness, entertainment, and credibility showed significant positive effects on brand equity. Also, significant moderation effects of team identification were found in that consumers with high team identification compared to those with low team identification perceived higher value of entertainment. On the other hand, consumers with low team identification perceived more irritation than those with high team identification. This study contributes to the understanding of sports star influencer advertising in social networking sites. Theoretical and practical implications as well as suggestions for future research in this area are provided.