• Journal of Distribution Science
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• v.9 no.1
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• pp.5-15
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• 2011

Research regarding corporate associations in marketing has generally been approached using the association theory. However, limited research investigates the effect of corporate associations on consumer loyalty to individual brands by examining the role of self connectedness with a corporate image. The activation of behavior-related constructs can influence individuals' behaviors without their intention or conscious awareness. A recently developed body of research suggests that self connection can play an important role in affecting subsequent behaviors. Although these effects have received considerable attention, the set of mechanisms involved in self connectedness and loyalty to individual brands is not clear. An active self account in which associative constructs can affect behavior by temporarily altering the active self-concept may lead to behavior or evaluation. If the exposure to a corporate brand can induce consumers' cognitive associations and goal-primed effects through the role of active self accounting, the connectedness between the consumer's self and the corporate brand could be developed and this connectedness could be explained by associative and connection models and the goal priming theory. Therefore, this study investigates the influence of corporate associations on loyalty to individual brands through connections between the corporate and the consumer's self. There are three main purposes of the research. First, theories regarding corporate associations will be explored. Second, theories of self-concept will be investigated and self connectedness with corporate brands will be explored. Third, the effects of the connectedness between the self and the corporation on corporate identification and loyalty to individual brands will be investigated. For the purposes of this research, the types of corporate associations are classified into corporate ability (CA) associations and corporate social responsibility (CSR) associations. Furthermore, the connectedness between the consumer's self and the corporate image are divided into two concepts: the connectedness between the individual self-concept and the corporate identity and the connectedness between social self-concept and the corporate identity. This study suggests the hypotheses that the types of consumer self connections with the corporate image could vary according to the types of corporate associations created and further that the connectedness between the corporate association and the consumer's self-concept have positive effects on loyalty to corporate individual brands. The results of testing these hypotheses are as follows. First, corporate ability associations enhance the connectedness between the consumer's individual self and corporate brands. That is, corporate ability associations influence individual connectedness between the corporate and individual self-concept positively from the viewpoint of the consumer's personal ability and branding success. In addition, corporate social responsibility associations have a positive effect on social connectedness between the corporation and the consumer's social self-concept. Second, the connectedness between the corporate brand and the consumer's self-concept affects identification with the corporation. The consumer's personal self and social self connectedness induces corporate identification. Third, individual self connectedness has a positive effect on loyalty to corporate individual brands, while social self connectedness does not. This also means that individual self connectedness with the corporate image or brand plays a more important role in forming individual brand loyalty than social self connectedness with the corporate does. In addition, social connectedness cannot influence individual brand loyalty until it passes through identification with the corporate. Fourth, consumers who experience identification with a corporate identity also show positive responses to corporate individual brands. That is, consumers also develop loyalties toward individual brands through the corporate identification because self-pursued goals that are induced by corporate associations can be achieved by consuming the individual brands that are sold by the corporate that the consumers identify with.

• East Asian Journal of Business Economics (EAJBE)
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• v.9 no.3
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• pp.57-69
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• 2021

Purpose - The purpose of this research is to test the impact of social connectedness and team psychological safety on the relationship between transformational leadership and employee performance (job performance and practiced creativity), and moderating role of usage frequency of SNS. Research design, data, and methodology - A total of 299 questionnaires, completed by Chinese employees, were analyzed using SPSS 22 and AMOS 22. For the assessment of goodness of fit of the models, TLI, CFI, RMSEA indices were used. Result -The empirical results are as follows. First, social connectedness had a mediating effect in the relationship between transformational leadership and job performance, practiced creativity. Second, team psychological safety had a mediating effect in the relationship between transformational leadership and social connectedness, job performance, practiced creativity. Finally, the moderating effect of frequency of employee SNS usage were not significant. Conclusion -This study analyzes the mediating role of employee social connectedness and team psychological safety on the relationship between transformational leadership and job performance, practiced creativity, which is helpful for the expansion of related theories and provides practical implications for effective human resource management.

• Human Ecology Research
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• v.61 no.2
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• pp.247-261
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• 2023

The purpose of this study was to examine the effect of consumer consumption behavior on sustainable consumption through social media and to verify the mediating effects of social connectedness on sustainable consumption. A survey comprising 222 men and women in their 20s and 30s was conducted in which their consumption expression behavior, sustainable consumption and social connectedness were measured. The results were analyzed using SPSS Process Macro Model 4 and it was found that consumers who shared a considerable amount of personal information on their lifestyle on social media as a means of self-expression exhibited a higher level of sustainable consumption. It also became apparent that the degree of consumption expression behavior had a positive effect on social connectedness and that social connectedness had a positive impact on sustainable consumption by mediating the degree of consumption-focused self-expression on social media. Based on these results, it was confirmed that social media can serve as a mechanism to lead consumers' consumption behavior beyond providing a basis for forming a human network. Implications for the impact of social media on consumption behavior were presented, and proposals for exploring the environment in which sustainable consumption can be activated were suggested, together with ways in which new media can be utilized. The findings from this study indicate that sharing consumption behavior and having a broad range of connections on social media can create an environment in which sustainable consumption is promoted.

• Journal of Digital Convergence
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• v.16 no.9
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• pp.257-268
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• 2018

Purpose: The aim of this study was to examine the mediating effect of social connectedness and social responsibility in the relationship with self-leadership and cultural competency on nursing students. Method: The participants in the study were 207 nursing students in two college located in C province. Data were analyzed with the SPSS/WIN 24 program. Result: There were significant correlations among self-leadership, social connectedness, social responsibility, cultural competency. Social connectedness and responsibility showed partial mediating effect in the relationship between self-leadership and cultural competency. Conclusion: To enhance nursing students' cultural competency, it is necessary to develop effective strategies and education program to enhance self-leadership, social connectedness, social reponsibility.

• Journal of Korea Game Society
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• v.12 no.3
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• pp.3-10
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• 2012

Social network game induces to continue participation among the players through asynchronous connection mode. This characteristic of SNG that is required active social connectedness and that is the main purpose of SNG. The player's behavior attributes related with social connectedness can be divided by the environmental conception. In this paper, the player's behavior is divided into two types : Social Connectedness(SC) and Non-Social Connectedness(NC). Each type is categorized in specific actions of players that is explored. Also, experimental data collected from player's playing-game is analyzed in the comparison of each behavior and the relation of playfulness. Those results have suggested the scope for designing a appliable model on SNG development and represented the guideline to verify speedy the massive player's behavior through simplifying the player's behavior derived in SNG play experiences.

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.258-270
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• 2019

The purpose of this research is to investigate the effects of the participation type of members of consumer cooperatives on social connectedness, collaboration intention and psychological well-being. For this, research hypotheses and models were developed from the theoretical background, and an empirical study was conducted with a survey. The results of this research are as follows: first, among the customer participation types, emotional participation and physical participation promoted social connectedness. Second, physical participation showed positive effects on collaboration intention. Lastly, social connectedness improved collaboration intention, and collaboration intention had significant effects on psychological well-being.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.11
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• pp.4994-5004
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• 2012

This paper aims at investigating voluntary user participation such as user citizenship behavior and aberrant user behavior in the SNS context. Also it examines on how user participation behavior affects social connectedness, privacy concern, and user satisfaction. The empirical assessment of the research model was conducted using a total of 143 responses. The findings show that user citizenship behavior impacts on social connectedness positively and significantly whereas aberrant user behavior does not influence on social connectedness. Aberrant user behavior is proven not to be related to social connectedness, and to has positive relationship with concern for privacy invasion. Also, the results show that privacy concern is not associated with social connectedness. Finally, social connectedness is shown to be a key determinant of SNS user satisfaction whereas privacy concern is not related to user satisfaction.

• Korean Journal of Social Welfare
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• v.67 no.2
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• pp.237-257
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• 2015

The purpose of this study is to analyze the effects of local community resident-participation factor on the local community resident-participation determinant and the formation of social capital. Accordingly, questionnaire method was used for 389 residents in A-dong that have participated in community building projects in Busan region to analyze their demographical factor & residential area factor and local community resident-participation factors of satisfaction of neighborhood environment, satisfaction of administrative support, local attachment and neighbor connectedness effects. The analysis results showed that first, the satisfaction of outside support and neighbor connectedness were found to be the main factors. Second, the satisfaction of outside support, local attachment and neighbor connectedness showed meaningful effects in the state where these factors were controlled. Third, the effects of each social capital sub-element were verified and the results showed that while trust and network had meaningful effects on satisfaction of outside support, local attachment and neighbor connectedness effects, norm of reciprocity showed meaningful effects on gender, house ownership status, local attachment and neighbor connectedness, thereby showing differences. Based on these study findings, implications and suggestions were presented.

• Knowledge Management Research
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• v.15 no.4
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• pp.189-206
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• 2014

Knowledge management is considered an important factor for competitive advantage and sustainability for firms. As many knowledge management systems failed to achieve the desired results, enterprise social media (ESM) has received considerable attention as an alternative solution for knowledge sharing within a firm. This paper attempts to investigate the influence of various aspects of ESM on knowledge sharing. While previous literature mainly focused on structural aspects of ESM, this study focuses on social psychological aspects, such as social connectedness, social awareness, and social presence, along with reputational aspects (such as self-presentation). Further, in order to clarify knowledge sharing behavior, this study classifies knowledge sharing behavior into two categories, knowledge contribution and knowledge acquisition. The data used in this study was collected from 179 individuals who have experience in their own ESM. The results show that both social connectedness and self-presentation positively influence the two types of knowledge sharing behavior, i.e., acquisition and contribution. Meanwhile, social awareness turns out to be a significant determinant of knowledge contribution only. Contrary to our expectations, however, social presence does not significantly influence knowledge sharing behavior.

• Knowledge Management Research
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• v.17 no.1
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• pp.113-133
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• 2016

Why illegal digital contents sharing happens? This study pays attention to the fact that file sharing is an exchanging behavior between people and it is expanding despite of an illegal behavior and proposes that it is necessary for the phenomenon to be understood from social cultural point of view beyond a personal dimension. Based on the social exchange theory, this study demonstrates effects of file sharing attitudes and continuity, regarding 'group norm', 'popular demand', 'reciprocity' and 'social solidarity' as main factors. The main findings of this study are as followed;- First, it is shown that a tacit agreement of a group on file sharing is a determinant of positive attitude to file sharing and the intent of continual file sharing. Second, it is not found that the social relationship factors that are regarded as potential influential factors on file sharing attitude have effects on file sharing behavior, except for 'group norm'. Unlike previous studies, the results may come from the fact that this study deals with an illegal behavior. The third finding indicates a structural relationship between social relationship factors. When members of a group have more amicable attitude to file sharing including silence or a tacit agreement on file sharing, more people ask illegal sharing of files that they need. Such public demand creates expectation of reciprocity. As reciprocity maintains, social connectedness is strengthened. Then, strong social connectedness escalates the intent to maintain file sharing. It is important to notice that this study promotes understanding of how digital contents sharing happens by structuring and demonstrating influential relationship between characteristic factors of the social relationship.