Suchergebnisse

We developed a unidimensional evaluation scale to enable managers of organizations to appoint the most suited individuals as honorary ambassadors. We chose the factors on which the scale is based through an extensive literature review, interviews with experts, exploration of their reviews,
and online surveys of Korean public relations practitioners. The 8 factors we selected for evaluating an honorary ambassador best suited to reflect an organization's identity were attraction, trustworthiness, charisma, influence, expertise, uniqueness, similarity, and congruence. This
measurement scale provides scientific guidelines both for future researchers and for public relations practitioners to enable them to maximize their use of honorary ambassadors for maximum ambassador endorsement success for their client organizations.

This study proposes and tests a theoretical framework that predicts the information behaviors of South Koreans regarding current issues in South–North Korean relations. Based on the situational theory of problem solving and risk information seeking and processing model, this study explains how cognitive, affective, and social factors influence an individual's willingness to actively seek information about a political issue. A nationwide survey was conducted in South Korea with 1,014 adults aged 19–64 years. Considering the historical and social backgrounds of the inter-Korean issue, this study also compared the responses of young and old age groups and found generational differences between them. The theoretical and practical implications of the findings are then discussed.

Digital Media, Online Activism, and Social Movements in Korea deepens the current understanding of online activism and its impacts on society by highlighting how various forms of social movements have been mobilized in Korea. Through exploring movements in Korea such as political participation based on SNS, the 2008 U.S. beef protests, and the 2016-2017 candlelight vigils, the contributors study the intersection of digital media platforms, current trends, and social, cultural, and political conditions within Korean society. Using a wide range of events and movements, this book analyzes how people have utilized the development of digital media to facilitate social movements and effect social change