Yoon Hi Sung

• Yonsei University

Considering the importance of the hotel guests' behavioral support for the hotels' green corporate social responsibility (CSR), this research examined the persuasive power of flattery in promoting guests' green behaviors. Study 1 revealed that a flattery message significantly increased the hotel guests' towel reuse intentions during their stay and...

This study conducted an online experiment to examine how persuasion knowledge of online targeted advertising (OTA), coping self-efficacy, and product involvement influenced the perceptions of privacy concerns and ad intrusiveness. These findings indicated that persuasion knowledge increased coping self-efficacy, which, in turn, influenced privacy c...

Purpose This paper aims to examine the differential effects of the type of gift (material vs experiential) offered on Snapchat and Instagram (Study 1) and how the impacts of gift type and message type (informational vs emotional) vary by the two different image-sharing social media platform in a business-to-consumer (B2C) gift-giving context (Study...

Purpose This research aims to examine how two management strategies (symmetrical communication and inclusive management) work in handling workplace conflicts (interpersonal/organizational levels), especially with regard to employee advocacy and job turnover intentions. Design/methodology/approach A total of three employee survey datasets were used...

Pandemics overthrow our fundamental understanding of social capital and perceived community resilience-building. Social capital, the very source of support and resources during natural disasters to build resilience, has become a source of danger during pandemics. Applying communication ecology as a theoretical framework, this study uncovers the rol...

Objective: This study examined the effects of temporal frame and message format on users' risk perception, message elaboration, and intention to disseminate the message to others. Methods: 268 undergraduate students at a U.S. public university participated in a 2 (temporal frame: day vs. year) x 2 (message format: text-based vs. visual-based inf...

This research examines how one’s construal level of a crisis differs by crisis type, and how the interplay of crisis type (self-threatening vs. society-threatening) and apology appeal type (emotional vs. informational) impacts the effectiveness of apology messages in a corporate crisis context. Findings indicate that one’s mental construal toward a...

Luxury companies are facing a dilemma over green CSR communication. Consumers expect them to engage in pro-environmental practices, but at the same time they view luxury and sustainability as incompatible. Then, how can the brands communicate their efforts with consumers? This study investigates the effects of message objectivity (high vs. low) and...

Two experimental studies were carried out to investigate the effect of company size and cause proximity on consumer response to CSR initiatives. Findings from Study 1 demonstrated that, for a large company, the national cause led to more favourable attitudes toward the ad and the company, and a more socially responsible corporate image than the loc...

Bandwagon effects explain an individual’s tendency to conform to and follow other people’s opinions. Drawing on bandwagon effects, this study explored the relative influence of two different bandwagon heuristic cues in an online comments section (quantitative vs qualitative) on changes in news readers’ opinion. Study 1 revealed that qualitative cue...

This research examined the relationship between consumers’ self-brand connections (SBCs) and psychological distance toward a brand (Study 1) and empirically tested the matching principle in which construal levels of ad messages (high vs. low) should be congruent with a target market’s SBCs to maximize ad effectiveness (Studies 2 and 3). Study 1 fou...

This research explored how self-brand connections (SBCs) influence consumers’ ad responses in South Korea where collectivistic cultures, especially in-group orientations, are highly valued. Synthesizing social identity and construal level theories, Study 1 found that individuals tended to feel proximal to the brand that is perceived to be highly co...

This research explored how a new platform of advergames functions to communicate prosocial initiatives. A 2 (Advergame narratives: with vs. without a prosocial narrative) × 2 (Company placement in games: prominent vs. subtle) between-subject factorial design was employed in an online experiment. A mobile advergame with four conditions was specifica...

The research examined the impacts of psychological distance and message type on social media by cultural orientation. This research assessed social media usage and construal levels on Facebook pages in two cultures (Individualism – the U.S. vs. Collectivism – South Korea). While the U.S. participants had different levels of construals in two Facebo...

This study examines how self-related brand images impact the effectiveness of advertising messages framed by different construal levels. In Study 1 (cosmetics/beauty brands: Dove and L’Oréal), data from undergraduate students demonstrated that for an actual image brand (Dove), participants responded positively toward the ad framed with low-level co...

This study examined the effectiveness of cause-related marketing (CRM) and product conspicuity on social networking sites (SNSs). In addition, the moderating roles of self-monitoring were investigated. A 2 (CRM message: presence vs. absence) × 2 (Product type: conspicuous vs. inconspicuous) experimental design was employed. Results showed that CRM...

This study explored an expanded definition and motivations for binge-watching behavior. In addition to the number of episodes, the amount of time, frequency, and engagement in binge-watched programs were considered for the binge-watching definition. Study findings revealed that over half of the respondents of this study were light binge viewers. In...

This study proposes that consumers' attribution styles influence how they respond to corporate social responsibility (CSR) messages. The current study employs a cross-cultural experiment to examine the interplay of consumer attribution styles and message types on the outcome of CSR communication, and reveals a significant interaction between attrib...

This study examines the role of brand personality in organizational crisis communication within the context of social media. Content analysis methods are employed to analyze brands' official Facebook posts pre- and post-crisis for a period of 7 months. Relationship maintenance strategies are examined through the lens of two sincere brands (Chick-fi...

This study examines how psychological distance between a user and a Facebook page (Timeline vs. News Feed) impacts the effectiveness of advertising messages framed by two different construal levels (high- vs. low-level construal). Based on construal level theory, a 2 (Psychological distance: distant vs. proximal) × 2 (Message type: high-level vs. l...