So Young Lee’s research while affiliated with Rowan University and other places

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Publications (16)


“You are a virtual influencer!”: Understanding the impact of origin disclosure and emotional narratives on parasocial relationships and virtual influencer credibility
  • Article

July 2023

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375 Reads

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54 Citations

Computers in Human Behavior

Rachel Esther Lim

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So Young Lee

Competency Survey of Caregivers in Medical Tourism Special Zone and Other Regions

May 2023

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7 Reads

Journal of Health Informatics and Statistics

Dong-Yeop Lee

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Sang-Bong Lee

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Yeong-Im Park

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[...]

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Dong-Yoon Kang

Objectives: With the designation of Seo-gu in Busan as a medical tourism special zone, the influx of hospitalized patients requiring caregivers is expected to increase, and it is necessary to secure and verify the expertise of caregivers. In this study, we surveyed the competencies of caregivers in the Seo-gu in Busan and compared them to other regions.Methods: This study surveyed the knowledge, skills, professionalism, and job satisfaction of caregivers at tertiary general hospitals and general hospitals in Busan, South Korea. All statistical analyses were conducted using SPSS Statistics 27.0 and included frequency analysis, descriptive statistics, independent samples t-test, and crosstabulation.Results: In the end, 132 caregivers from Seo-gu in Busan and 132 caregivers from other regions were included in the analysis. The knowledge, skills, and job satisfaction of caregiver in Seo-gu were higher than those in other regions, and they were positive about the need for continuing education regardless of the region.Conclusions: The competency of caregivers in the Seo-gu in Busan was evaluated as excellent compared to other regions, and in order for the region to operate effectively as a medical tourism special zone, it will be necessary to provide them with continuing education and improve their working environment.


A Public Health Crisis in the University: Impact of Crisis Response Strategies on Universities’ Transparency and Post-Crisis Relationships during COVID 19 Pandemic

January 2023

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107 Reads

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8 Citations

Public Relations Review

During the COVID 19 pandemic, one of the most critical tasks of the university was to effectively communicate with students, faculty, and staff members. This study aims to explore perceived universities' crisis response messages during the pandemic and examine the effectiveness of each response strategy on public relations outcomes. A survey with 346 university students in the U.S., results showed how defensive and accommodative response strategies differently affected PR outcomes. Accommodative strategies generated higher OPR and greater perceived transparency efforts among students, while several defensive strategies affected students' negative evaluations on post-crisis OPR and perceived transparency of their universities. Such results revealed valuable insights that make significant contributions to theory and practices in university crisis communication and management, especially when dealing with public health crises that are seen as external locus of control.


Sequence matters: The interaction effect of scarcity appeals and exposure sequences

November 2022

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37 Reads

This research presents the results of two empirical studies that address the interplay of ad exposure sequence (before vs. after) and scarcity appeal (limited-time vs. limited-recipient) on consumer responses. Using a 2 × 2 in-between subjects factorial design, the results demonstrated that the effect of scarcity appeals can be optimized based on the before and after placing of an item in the online shopping cart. When an ad promotion appears after the consumer adds an item to the shopping cart, a time-limited ad message is more effective than a recipient-limited ad message. Also, when an advertisement is shown independently before the consumer reaches the main website, a recipient-limited ad message produces a more favorable brand attitude than a time-limited ad message. The implications and limitations of these results were discussed.


The Psychological Consequences of Envying Influencers on Instagram

October 2022

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250 Reads

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13 Citations

Cyberpsychology, Behavior, and Social Networking

This study examines how being envious toward social media influencers (SMIs) relates to users' affective well-being. An online survey was conducted in which 305 U.S. participants viewed to 20 posts of an SMI and subsequently measured their affective well-being, envy, and inspiration toward the SMI, and self-esteem levels. The results revealed a direct negative relationship between envy and affective well-being, but a positive indirect effect through inspiration. Furthermore, individuals' self-esteem moderates the relationship such that the positive relationship between envy and affective well-being through inspiration is stronger among those with high levels of self-esteem. Moreover, inspiration varies between different influencer categories, that is, participants who viewed fitness influencers reported the greatest amount of inspiration, followed by fashion, beauty, and entertainment influencers.


Free tumbler in Snapchat vs coffee tasting ticket in Instagram: the impact of gift type and message type on B2C gift-giving on different social media platforms

September 2022

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55 Reads

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6 Citations

European Journal of Marketing

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 2). Design/methodology/approach Study 1 used a two (social media: Snapchat vs Instagram) by two (gift type: material vs experiential) between-subject factorial design, whereas Study 2 used a two (social media: Snapchat vs Instagram) by two (gift type: material vs experiential) by two (message type: informational vs emotional) between-subject factorial design. A series of analyses of covariance was conducted to test the suggested hypotheses. Findings Study 1 demonstrated that the promotion of material gifts was more effective on Snapchat than on Instagram, while the promotion of experiential gifts was more effective on Instagram than on Snapchat. Study 2 showed that the impacts of gift type and message type varied by social media platform. The promotion of an experiential gift with an emotional ad appeal was found to be more effective on Instagram than on Snapchat, while the promotion of a material gift using an informational ad appeal was found to be more effective on Snapchat than on Instagram. Research limitations/implications This research used a college student sample for the experiments. However, to extend the generalizability of the results, it is recommended that future experiments be conducted with nonstudent samples. Also, the current research manipulated the two different social media conditions, Snapchat vs Instagram, by enforcing participants to use their social media and then provided experimental stimuli in a different screen from their social media account. If the stimuli were distributed through participants’ real social media account, the external validity of this research could be enhanced. Finally, future research should apply this framework to other countries with different social media platforms to confirm the generalizability of the study’s findings. Practical implications This research can thus contribute to the development of new guidelines for planning social media marketing in the business gift-giving context. By leveraging findings that the fit effect of gift types and advertising appeals differs based on social media platform, practitioners can create a more effective social media plan for their advertising campaigns. Given that copywriting and media plans are among the most important and difficult work in the business of advertising, this study’s findings would assist advertising practitioners in planning and executing the most effective advertising campaigns. Originality/value The findings of this study provide valuable insights for the development of effective brand promotion strategies for B2C gift-giving via social media.


The interaction of crisis types and apology appeal types on attitude toward the company
The interaction of crisis types and apology appeal types on company evaluation
Surviving a Crisis: How Crisis Type and Psychological Distance Can Inform Corporate Crisis Responses
  • Article
  • Publisher preview available

February 2021

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436 Reads

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32 Citations

Journal of Business Ethics

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 crisis varies by crisis type, with a self-threatening crisis leading to a lower level of construal than a society-threatening one. Findings further suggest that in a society-threatening crisis condition, an informational apology was more effective than an emotional one. However, in a self-threatening crisis condition, there was no significant difference between two different message types. These findings offer valuable guidelines for developing effective crisis response strategy.

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Distance matters: the effects of self-brand connections and construal levels on ad responses

July 2020

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109 Reads

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23 Citations

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 found when consumers had stronger SBCs, they felt a closer psychological distance toward the brand. Meanwhile, Studies 2 and 3 revealed that participants in the weak SBCs condition responded to high-level construals (or abstractly-framed ads) more favorably than to low-level construals (or concretely-framed ads). However, no difference by the ad construals was found for the strong SBCs condition, indicating that a brand with relatively weak SBCs is more conducive to the matching principle than one with strong SBCs is.


How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

June 2020

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87 Reads

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7 Citations

International Journal of Market Research

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 consistent with their in-groups. Furthermore, individuals’ SBCs were found to mediate such a relationship between in-group orientations and psychological distance to the brand. Expanding to the advertising context, Study 2 investigated the interactive effect of SBCs and ad messages construals. The results demonstrated that ads featuring low-construal messages evoked more favorable attitudes toward and purchase intentions of brands with weak SBCs, whereas no such matching effect was found for brands with strong SBCs.



Citations (11)


... Additionally, Kim and Baek (2023) argue that there is a significant relationship between virtual influencer attributes and consumers' perceived authenticity, emotional attachment, and word-of-mouth intentions in virtual influencer marketing. More recently, many scholars have explained such inconsistent findings based on parasocial interaction (PSI) in AI marketing (Lim and Lee, 2023;Melnychuk et al., 2024;Stein et al., 2024). It refers to a psychological relationship experienced by consumers in their mediated encounters with brands in mass media (especially online platforms) (Melnychuk et al., 2024). ...

Reference:

Interactive or not? Enhancing the interactive effectiveness of virtual brand ambassadors on consumer behavior
“You are a virtual influencer!”: Understanding the impact of origin disclosure and emotional narratives on parasocial relationships and virtual influencer credibility
  • Citing Article
  • July 2023

Computers in Human Behavior

... ltis, 2024). Additionally, crisis management scholars have thoroughly studied campus crises and found that the ways in which institutions communicate during crises speaks to leadership styles, emergency preparedness, postcrises relationships, and the importance of effective managing constituent relationships (Campbell, 2023;Fortunato et. al., 2018;Hong et. Al., 2023;O'Shea et al., 2022). ...

A Public Health Crisis in the University: Impact of Crisis Response Strategies on Universities’ Transparency and Post-Crisis Relationships during COVID 19 Pandemic
  • Citing Article
  • January 2023

Public Relations Review

... Possibly, consistent with the findings of de Brabandere, Vanwesenbeeck and Hudders (2024), following fitfluencers may entail a paradox for adolescents: although they experience (some) negative effects of fitfluencer content, they acknowledge that it motivates them. Similarly, Lee et al. (2022) show that fitfluencers indeed lead to more inspiration (compared to fashion, beauty, and entertainment influencers). In summary, this research contributes to existing literature on social comparison and fitfluencers, by emphasizing the theoretical importance of distinguishing between the different emotional responses elicited by comparisons with fitfluencers, as these distinct emotions can drive different effects. ...

The Psychological Consequences of Envying Influencers on Instagram
  • Citing Article
  • October 2022

Cyberpsychology, Behavior, and Social Networking

... [1] Snapchat and Instagram are image-based social media platforms, and the popularity of image-based platforms is on the rise. According to Perrin and Anderson (2019), Snapchat and Instagram are especially popular among the young generation, aged 18 to 24 [2]. Snapchat has gone from a niche chat app founded by two college students in the United States to a huge public company and Internet giant. ...

Free tumbler in Snapchat vs coffee tasting ticket in Instagram: the impact of gift type and message type on B2C gift-giving on different social media platforms
  • Citing Article
  • September 2022

European Journal of Marketing

... A holistic mindset can be temporarily primed within the ad, perhaps by utilizing more collective pronouns (Banerjee et al., 2020) or by including ad copy that induces a more abstract level of construal (e.g. Lee et al., 2021), thereby improving consumer responses to a joint advertisement with a foreign partner. ...

Distance matters: the effects of self-brand connections and construal levels on ad responses
  • Citing Article
  • July 2020

... On the contrary, individuals who watched advertisements on the Timeline, a Facebook page, perceived as more proximate (low psychological distance), had more positive attitudes toward advertisements with a high amount of information, that is, requiring a low level of interpretation. Sung et al. (2020) replicated the study with a sample of Korean and U.S. citizens to check for cultural differences. It was found that the results for U.S. participants were identical to those of the study carried out by Kim et al. (2016). ...

Facebook Ads Not Working in the Same Way: The Effect of Cultural Orientation and Message Construals on Consumer Response to Social Media Ads
  • Citing Article
  • April 2020

Telematics and Informatics

... Song [47], recognized it as a personality attribute that motivates users to use Instagram. PI influences both user intention and technology Use Behavior. ...

Does mindset matter for using social networking sites?: understanding motivations for and uses of Instagram with growth versus fixed mindset
  • Citing Article
  • July 2019

... Antonakis and Atwater (2002) note that psychological distance considers the psychological effects of real and perceived differences between the leader and follower. Lee et al. (2021) have argued that psychological distance and crisis type can inform corporate crisis responses. Todorov et al. (2006) note that psychologically distant things are not present in a person's reality's direct, subjective, and experience. ...

Surviving a Crisis: How Crisis Type and Psychological Distance Can Inform Corporate Crisis Responses

Journal of Business Ethics

... A speaker apologizes after committing wrongdoings to achieve perlocutionary objectives such as seeking forgiveness and restoring harmony. Organizations make apologies to the public to restore its image and reputation (Lee & Atkinson, 2019). Therefore, apology is considered necessary and successful in risk aversion and trust building. ...

Never easy to say “sorry”: Exploring the interplay of crisis involvement, brand image, and message appeal in developing effective corporate apologies
  • Citing Article
  • December 2018

Public Relations Review

... These results are derived from the tangible and intangible elements that the company provides its customers (quality products, variety of products, self-service, reasonable prices, security of the facilities and the use of new technologies in the processes), that are reflected in the image increase and that consolidates the business reputation (Erkmen & Hancer, 2019;Heinberg, Ozkaya, & Taube, 2018b). However, other researchers such as Fracarolli Nunes and Lee Park (2017) and Lee, Lim, and Drumwright (2018) note that the image is built with marketing strategies (online and promotional) and with actions of quality in the service, which are factors that momentarily solidify the reputation of the business. This finding is because some businesses do not execute these strategies when the business is created but instead do so after a crisis or adverse experiences with client dissatisfaction. ...

Hybrid happening: Organizational reputations in corporate crises
  • Citing Article
  • June 2018

Public Relations Review