Joon Kyoung Kim - Academia.edu (original) (raw)

Papers by Joon Kyoung Kim

Journalism & Mass Communication Quarterly, Sep 22, 2021

Despite the importance of corporate social responsibility (CSR) in empowering women, little is kn... more Despite the importance of corporate social responsibility (CSR) in empowering women, little is known about which communication strategies are effective for a successful CSR initiative. This study investigated how social distance influences consumer evaluations of a CSR activity supporting women's empowerment via consumers' cause involvement by employing a 2 (social distance: low vs. high) x 2 (gender: female vs. male) online factorial experiment (n = 140). Results indicate that consumers evaluated the CSR activity more positively when they were exposed to in-group messages than out-group messages. The impact of social distance was moderated by gender differences. Implications are discussed.

Computers in Human Behavior, Mar 1, 2018

Third person effects of fake news: Fake news regulation and media literacy interventions, (2017),... more Third person effects of fake news: Fake news regulation and media literacy interventions, (2017), doi: 10.1016/j. Computers in Human Behavior chb.2017.11.034 This is a PDF file of an unedited manuscript that has been accepted for publication. As a service to our customers we are providing this early version of the manuscript. The manuscript will undergo copyediting, typesetting, and review of the resulting proof before it is published in its final form. Please note that during the production process errors may be discovered which could affect the content, and all legal disclaimers that apply to the journal pertain.

Sport, business and management, May 8, 2017

Purpose Using uses and gratifications theory as a guide, the purpose of this paper is to examine ... more Purpose Using uses and gratifications theory as a guide, the purpose of this paper is to examine how fans are engaging with Major League Baseball (MLB) teams that are utilizing Instagram postings to demonstrate sporting, business, and social objectives. Design/methodology/approach An analysis of 1,500 photos (50 from each team) was conducted. A content analysis analyzed the content of the photo, and a textual analysis was implemented to examine the use of hashtags by the teams on their Instagram photos. Findings Posts that overly demonstrated the business and social objectives had some of the lowest numbers of likes and comments, indicating that fan engagement is not often achieved through these methods. Originality/value Results of this research demonstrate that while MLB teams are able to address their multiple objectives on Instagram, fans are not necessarily interested in all three of these efforts. Posts about on-field action, consumer buying opportunities, and charitable efforts were all created by the majority of teams, but the sporting objective posts had, by far, the highest average number of both likes and comments when compared to the charitable and promotional objectives of the teams. Therefore, the results provide some best practices for teams looking to use the photo and video sharing network.

Journal of Magazine Media, 2019

The Journal of Public Interest Communications, 2019

Despite increased controversies over the health effects of electronic cigarettes (e-cigarettes), ... more Despite increased controversies over the health effects of electronic cigarettes (e-cigarettes), little is known about how the public interest issue has been discussed by e-cigarette companies on social media. Using arguments from the theory of planned behavior as a guide, this study examines how e-cigarette companies engage with potential customers on Twitter. Using quantitative content analysis, this study examined 525 tweets from the top five e-cigarette companies that occurred between July 9, 2016, and September 9, 2016, one month before and after the U.S Food and Drug Administration implemented a new regulation limiting sales and distribution of tobacco products to minors. Results indicate that the deeming did not affect e-cigarette companies’ message strategies on Twitter. Theoretical and practical applications for public interest communications are discussed.

Corporate Communications: An International Journal, Jan 31, 2023

Public Relations Review

This study conducts a 2 (message type: CSR vs. CSA) x 2 (source: company vs. nonprofit organizati... more This study conducts a 2 (message type: CSR vs. CSA) x 2 (source: company vs. nonprofit organization) factorial online experiment to examine impacts on individuals' attitude changes and WOM intention regarding a company. Values-driven attributions and perceptions of company-cause fit were measured as mediating variables. Results indicate that individuals inferred more values-driven motives from CSR messages than CSA messages, which ultimately led to more positive attitude changes toward the company. Theoretical implications for both CSR and CSA scholarship are discussed. Several implications for companies and strategic communicators are offered.

Journal of Health Communication

Delaying childhood vaccinations has become a public health threat. Numerous studies have shown th... more Delaying childhood vaccinations has become a public health threat. Numerous studies have shown that the proliferation of conflicting information about the health effects of childhood vaccinations leads parents to believe misinformation about the outcomes of these vaccinations. To build upon the limited understanding of how conflicting information affects decision-making of health protective behaviors, this study extends and applies the theory of planned behavior (TPB) in the context of childhood vaccinations. This study integrates perceived uncertainty as an antecedent of the TPB model, and incudes the negative emotions resulting from the uncertainty as a parallel predictor for the model to examine parents’ acceptance of and engagement in childhood vaccinations. Drawing from a survey of with parents in the United States (N = 405), we found that both perceived uncertainty and subjective norms are strong predictors of parents’ attitudes and perceived control regarding childhood vaccinations. Additionally, our study also proved that affective factors and the other three cognitive components in TPB are equally important on the formation of parents’ intentions of childhood vaccinations. Theoretical and practical implications are discussed in this study.

Sustainability, 2022

This study investigates the role of consumer–brand congruence and consumer–celebrity congruence i... more This study investigates the role of consumer–brand congruence and consumer–celebrity congruence in the formation of consumer attitudes toward brands and their impact on behavioral intentions within the context of corporate social advocacy (CSA) involving controversial celebrities. Using a U.S. sample drawn from a Qualtrics panel (N = 372), the results of mediation analyses indicate that attitude toward a brand positively mediates the effects of consumer–brand congruence on consumers’ behavioral intentions, including purchase intention, brand preference, and boycott recommendation. The consumer–celebrity congruence moderated the indirect effect of consumer–brand congruence on brand preference and boycott recommendations, but not purchase intention. The findings of this study contribute to the CSA literature and practices by highlighting the role of consumers’ congruence with a controversial celebrity in determining consumers’ behavioral responses to CSA. When brands practice CSA, con...

While there is an increasing prevalence of selfies in social media, little is known about individ... more While there is an increasing prevalence of selfies in social media, little is known about individuals\u27 use of selfies on social media. Researchers have focused on the relationship between individuals\u27 personalities and social media use. However, they have not taken into account individuals\u27 cultural backgrounds regarding social media use. Although there are different aspects of behaviors regarding selfies among different individuals, little is known about the relationship between individuals\u27 cultural backgrounds and their selfie practice. This thesis aims to explore the relationship between individuals\u27 cultural characteristics and selfie practices, including posting and interacting with others on Instagram. This study investigated selfie users on Instagram using an online survey via Amazon\u27s Mechanical Turk (MTurk). Selfie users in the U.S (N=354) and India (N=396) were examined to explore cultural difference in selfie usages. Most previous cross-cultural studies assumed that nationality defines one\u27s cultural characteristics. However, researchers have pointed out that the classification may be overgeneralized and that there is a need to explore different cultures at the level of an individual. Through measuring personal traits of independent and interdependent self-construal, this thesis explored the relationship between cultural characteristics and selfie practice at both individual and country level. Implications for the relationship are discussed

Electronic cigarette (e-cigarette) use has become the most widely used nicotine porduct among ado... more Electronic cigarette (e-cigarette) use has become the most widely used nicotine porduct among adolescents and young adults in the United States. Although some research has shown that e-cigarettes are relatively less harmful than combustible tobacco cigarettes, the long-term health effects of e-cigarettes remain unclear. Some evidence suggests that exposure to e-cigarette marketing leads young people to try e-cigarettes. Given the increased popularity of e-cigarette use, the U.S Food and Drug Administration has implemented regulations on e-cigarette marketing since 2016. To understand the public's support for media censorship, media scholars have examined gaps in individuals' perceptions of media effects on themselves compared to effects on others, which refers to third-person effects. Third-person effect hypothesis posits that individuals tend to believe that others are more vulnerable to media content than they themselves are in order to maintain positive self-image. Research has shown that third-person perceptions lead individuals to support media censorship of some types of on media content, such as the internet porn or violent rap music, to counter its anticipated negative effects on others. This study employs a third-person effects theoretical framework to elucidate the factors that lead individuals to support regualtions of e-cigarette marketing. The findings of this study contribute to the body of knowledge about how individuals perceive media effects

Race and Justice, 2021

The global COVID-19 pandemic reinforced anti-Asian biases, accompanied by the rise of violence ag... more The global COVID-19 pandemic reinforced anti-Asian biases, accompanied by the rise of violence against Asians. We examined Asian Americans’ engagement in activism to combat anti-Asian racism and advance their community using the situational theory of problem solving (STOPS) and two additional factors—past discrimination and subjective norms. Asian American activism includes social media, political, and advocacy actions. Structural equation modeling was conducted with data from online survey responses of 240 Asian Americans. Our results suggest pathways from Asian Americans’ past racism experiences to political and advocacy actions via three perceptual factors in STOPS (problem, involvement, constraint recognition), subjective norms, and expression of opinion on social media.

International Journal of Advertising, 2021

Abstract This study adopts the consumer-centric perspective, through the lens of the consumer inv... more Abstract This study adopts the consumer-centric perspective, through the lens of the consumer involvement theory and stakeholder theory, to examine the role of consumer involvement in shaping individuals’ attitudinal and behavioural responses toward Nike’s 30th Anniversary ad campaign featuring Colin Kaepernick. Specifically, a survey (N = 345) was conducted to examine how consumers’ cognitive and affective involvement regarding the issue of NFL national anthem protests, their brand attachment, and brand attitude guide their attitudes and word-of-mouth intentions in response to Nike’s corporate social advocacy practices. The findings of this study suggested that consumers’ support for a company’s CSA efforts could depend on their involvement in the social issue that a brand chose as well as their involvement in the brand. Moreover, the interaction of issue involvement and brand attachment factors can serve as a segmentation strategy to cement brand loyalty and strengthen the relationship with the existing stakeholders whose issue attitude was congruent with the corporation’s stances. Implications for theory and practice are discussed.

Public Relations Review, 2019

Abstract This study applies arguments from attribution theory to examine the role of perceived mo... more Abstract This study applies arguments from attribution theory to examine the role of perceived motives (values-driven, egoistic-driven, strategic-driven, and stakeholder-driven motives) in developing individuals’ attitudes, positive word-of-mouth (PWOM), and negative word-of-mouth (NWOM) intentions in response to Nike’s 30th Anniversary ad campaign featuring Colin Kaepernick. This study also examines how perceptions of the appropriateness of the politicization of sports moderate these relationships, as well as individual factors that predict people’s assessments of sports as a politicized event. A survey (N = 373) was conducted to examine how much people’s perceptions of Nike’s motives for engaging in Corporate Social Advocacy (CSA) guided their responses and the degree to which they were likely to engage in actions. Implications for theory and practice are discussed.

International Journal of Sport Communication, 2017

This study examined the impact of exposure to corporate social responsibility (CSR) messages on i... more This study examined the impact of exposure to corporate social responsibility (CSR) messages on individuals’ attitudes and behavioral intentions toward a Major League Baseball (MLB) team’s CSR efforts. Using a 2 (information source: team source or a third-party source) × 2 (CSR initiatives: efforts to help cancer patients or military appreciation recognition) with two nonfactorial control conditions (team source or a third-party source) experimental design, this study aims to identify how factors such as information source, perceived sincerity, and different types of CSR activities impact a MLB team’s CSR messaging on social media. Path analysis was used to examine significant paths between variables; results indicated that CSR messages generated a halo effect, thus providing implications for how MLB teams should develop CSR strategies and most effectively communicate about these efforts. Theoretical and practical implications of study results are discussed.

Corporate Communications: An International Journal, 2018

PurposeThe purpose of this paper is to investigate how the public views two corporate social resp... more PurposeThe purpose of this paper is to investigate how the public views two corporate social responsibility (CSR) initiatives practiced by a Major League Baseball (MLB) team. This study examined the role of perceived fit between an MLB team and its two CSR initiatives in shaping consumers’ intentions to support the team’s CSR efforts.Design/methodology/approachA between-subjects experiment (n=207) was conducted using Amazon’s Mechanical Turk to examine the impact of CSR fit on consumers’ patronage intentions.FindingsThe results of this study showed that consumers’ perceived fit between sports teams and their CSR has a positive impact on consumers’ patronage intentions. The values-driven and strategic-driven attributions of the team’s CSR initiatives were positively associated with their patronage intentions.Research limitations/implicationsBoth the values-driven and strategic-driven attributions were positively associated with consumers’ patronage intentions, while previous studies ...

Health communication, Jan 13, 2017

Despite increasing warnings about inaccurate information online, little is known about how social... more Despite increasing warnings about inaccurate information online, little is known about how social media contribute to the widespread diffusion of unverified health information. This study addresses this issue by examining the vaccine-autism controversy. By looking into a large dataset of Twitter, Reddit posts, and online news over 20 months in the US, Canada, and the UK, our time-series analysis shows that Twitter drives news agendas, and Reddit follows news agendas regarding the vaccine-autism debate. Additionally, the results show that both Twitter and Reddit are more likely to discuss the vaccine-autism link compared to online news content.

Sport, Business and Management: An International Journal, 2017

International Journal of Strategic Communication, 2019

This study investigates individuals' cognitive, motivational, and communication responses regardi... more This study investigates individuals' cognitive, motivational, and communication responses regarding an environmental CSR issue using arguments from the situational theory of problem-solving (STOPS) with a cross-situational factor as an antecedent. Survey results provide empirical support for the application of the STOPS in a CSR communication context and suggest that a collectivistic orientation predicts individuals' situational perceptions and cognitive reactions toward organizations' environmental CSR efforts. Theoretical and practical implications for strategic communicators are discussed.