조직의 윤리적 조건과 PR 실무자의 윤리적 행동 및 효과성 간의 관계에 대한 연구 -직무만족, 직무열의, 전문가 정체성 인식에 대한 영향을 중심으로

유선욱 ( Sun Wook Yoo ) 한국PR학회 2013 PR연구 Vol.17 No.1

This study focuses on the organizational ethical conditions, ethical behavior, and the effectiveness of PR practitioners and examines the relationship between them. Specifically, the study empirically examines that how the organizational ethical conditions and the characteristics of individual PR practitioners or their organization affect ethical behaviors and job satisfactions, job engagement, and professional identity perception which are the effectiveness variables of PR professionals. As a result, ethical system and the support of top management had a significant effect on the ethical behaviors of PR practitioners. Work experience among individual attributes, the variable block of ethical system, and ethical behaviors had a significant influence on job satisfaction. Futhermore, all the variable blocks had a significant effect on job engagement except the organizational characteristics and ethical system variables and ethical behaviors of PR practitioners are found as most influential predictors. Regarding the perception of PR professional identity, the effects of all the variable blocks were found to be significant except the organizational characteristics and the top management support. The regression model with the most explanatory power of predictors on effectiveness of PR practitioners was the one on job engagement and the second one was the job satisfaction model. This study has a significance because by looking into the factors that enhance ethical behaviors of PR practitioners, it not only focuses on the specific conditions related to ethics that organizations need to meet but also examines the influence of those conditions. Also, this study identified that ethical factors need to be considered in order to improve the effectiveness of PR practitioners. Furthermore, while preceding researches had only focused on the job satisfaction variable, this study is meaningful as it extended the discussion about the effectiveness variable of PR practitioners by examining new variables such as job engagement or professional identity perception.

대학-학생 공중 관계, 대학생의 학업 열의, 학업 성취 간의 관계에 대한 연구

유선욱 ( Sun-wook Yoo ),박혜영 ( Hye-young Park ) 한국PR학회 2016 PR연구 Vol.20 No.3

This research applied the theory of OPR(Organization-Public Relationship), a main paradigm in PR study, on university context. The study examined how the quality of university-student relationship affects students’ study engagement empirically and academic achievement, and verified their relationship by establishing structural equation modeling. The results showed the university-student relationship: commitment, control mutuality, and trust-except satisfaction-had statistically significant effects on study engagement, while ‘commitment’ only had a statistically significant effect on academic achievement. Also, it was found that study engagement had significantly affected academic achievement, and the model showed explanatory power as high by 43%. When it came to the mediation effect of study engagement, study engagement fully mediated the relationship of university-student relationships between control mutuality and academic achievement. And, The partial mediation effect was found the relationship between commitment and academic achievement. Based on these results, this research has put emphasis on the role of university in managing relationship with their key public, students, to make academic achievement through study engagement. Furthermore, the study suggested theoretical, practical implications requiring proper efforts from universities to increase sustainability in the future.

제약 기업 명성 척도 개발에 대한 연구

유선욱 ( Sun-wook Yoo ),박혜영 ( Hyeyoung Park ) 한국PR학회 2017 PR연구 Vol.21 No.5

The purpose of this study is to develop a reputation scale of pharmaceutical companies through discussing factors compromising reputation. Through literature research, this study discusses the reputation scale generally applied to corporations and reputation factors required to pharmaceutical companies for their sustainability. As a result of the scale development, three reputation factors are finalized with 29 items. Those are 'corporate sustainability management', 'R&D leadership' and 'patient-centricity'. They have been confirmed as a reliable and valid scale by conforming confirmatory factor analysis and nomological network analysis. This study extends the researches on corporate reputation by deriving reputation factors related to characteristics, social roles, and corporate values of pharmaceutical companies from a specific industrial point of view. In particular, the reputation scale of pharmaceutical companies finalized in this study includes R&D leadership and patient-centricity dimensions, which have emerged as important factors in pharmaceutical industry in recent years. It is meaningful that this study is to develop integrated quotient to measure the reputation of pharmaceutical companies from ‘corporate’ and ‘patient-centric’ perspective. This reputation quotient can be applied to the reputation enhancement strategy and business model for pharmaceutical companies.

PR학에서의 우수이론의 전개와 우리나라에서의 연구경향

유선욱 ( Sun Wook Yoo ),신호창 ( Ho Chang Shin ) 한국PR학회 2014 PR연구 Vol.18 No.1

As it has been more than 10 years since the research on the excellence theory was completed, this study examines the significance and development of excellence theory, and examines how excellence theory has been applied by public relations scholars on studying South Korea organizations. After discussing the status and the significance of excellence theory in the field of Public relations research, this research reviews the diagnosis model of excellence public relations which was developed based on the situation of organizations in South Korea. Furthermore, this study looks into the research trends applying excellence theory in Korea. The total of 10 studies reviewed show departmental level is best focused and effects of excellent public relations is least studied among the four levels of program, department, organization and effect of excellent public relations. Regarding the method of research, most studies have conducted quantitative research on public relations practitioners working in governments and public institutions. Meanwhile, only a few studies have reviewed how public relations excellence contributes to public relations practices rather than organization development. Regarding the evaluation on PR department status and professionalism, there was significant difference between practitioners in such organizations as corporations and NGOs and practitioners in government or public institution. Based on research trends of applying excellence theory in Korea, this study suggests ways to enhance the excellence of public relations department in Korea and discusses the future directions of excellence theory research.

6차산업 활성화를 통한 농업·농촌의 가치 제고

유선욱(Sun Wook Yoo),류시영(Si Young Ryu) 한국관광연구학회 2015 관광연구저널 Vol.29 No.12

This study is intended to discuss PR communication measures to enhance the value of agriculture.rural communities from a perspective of activating the sixth industry. The results are as follows: first, the support of related policies for the sixth industrialization and a degree of its professionalism are still not sufficient enough in Korea, nor does it approach strategically in the respect of consumer communication. Second, it was stressed that the sixth industry plays an important and effective role to enhance the value of agriculture. It was also found that above all else, enhancing the value of the first industry is important, and the development of the third industry through building positive relations with consumers contributes to the sixth industry’s enhancing the value of agriculture. Third, from the perspective of communication, it can be concluded that the success of the sixth industry results from successfully conveying the core values of the first industry, adopting storytelling effectively, offering educational and connector programs to attract customers, and making best use of the media. Fourth, based on the results of the present study, it was further discussed that for PR measures to help enhance the value of agriculture and grow awareness of the importance of agriculture, it is essential to stress the importance of gaining customers’ trust respectively in the first, second, and third industry, to work with stakeholders involved cooperatively, to intensify customer-centered communication, and to activate rural tourism and rural experience.

사내 커뮤니케이션 기풍적 요인과 조직 구성원간 신뢰와의 관계에 대한 연구

유선욱(Sun-Wook Yoo),신호창(Ho-Chang Shin) 한국언론학회 2011 한국언론학보 Vol.55 No.3

This study is to investigate the structural relationships and effects of three internal communication climate factors and communication satisfaction on trust. The survey questions were developed from three key factors of internal communication which had been identified through in-depth interviews and FGIs of employees. Data were collected from 3,032 employees in a big manufacturing company and analyzed with the structural equation model(SEM) using AMOS 16.0. The results show that the employees’ perception of vertical open communication, inter-functional collaborative communication, and information adequacy have significant effects on the satisfaction levels of communication. Vertical open communication and information adequacy also show direct effects on trust among employees while inter-functional collaborative communication does not. The structural equation model identifies the role of communication satisfaction as a mediation in the three primary factors. Although inter-functional collaborative communication does not have direct effects on trust, it shows indirect effects through communication satisfaction. After identifying the effects of three internal communication climate factors and communication satisfaction, this study develops the structural equation model leading to trust. The suggestions are discussed for improving trust among employees by strategic management of internal communication.

PR실무자의 직무열의와 직무소진에 대한 연구

유선욱(Sun Wook Yoo) 한국언론학회 2013 한국언론학보 Vol.57 No.1

This study aims to examine burnout and engagement of PR practitioners through the structural relationship between job demands, job resources characteristics, and turnover intentions. Particularly, turning away from the discussion of job satisfaction this study focuses on the concept of burnout, the negative state and job engagement, the positive state in order to have a balanced examination on the well-being state of professionals. Furthermore, by applying the JD-R Model(Job Demands-Resources Model), the study looks into the factors of job demands and job resources which influence burnout and job engagement. The sample of this study is PR practitioners from PR firms in Korea, and the results are as follows. Firstly, the more PR practitioners experience emotional demands and work-life conflicts as job demands, the more they feel burnout. On the other hands, as a factor of job resources the more career development opportunities there are, the lesser the practitioners experience the burnout state. Secondly job engagement, the state of being vigorous, dedicated, and absorbed, was found to be increased when the practitioners gain greater autonomy on the job and recognize more career development opportunities. Lastly, both job engagement and burnout had an effect on the turnover intentions of PR practitioners and burnout was found to have a greater effect than job engagement. The direct effect of job demands and job resources attributes on the turnover intentions were proved only regarding the support of supervisors. As an introspective research, this study has a significance as it focuses on the occupational health of PR professionals and draws the new theoretical discussion of PR practitioner’s job environment. Moreover, this study suggests the practical implications for the occupational well-being of PR practitioners and proposes specific alternatives to managing job characteristics at the organizational level.

신종플루 메시지에 대한 심리적 반발과 공포감이 예방행동의도에 미치는 영향

유선욱(SunWook Yoo),박계현(KyeHyun Park),나은영(EunYoung Na) 한국언론학회 2010 한국언론학보 Vol.54 No.3

This study examined how the severity of the consequences of Influenza A(H1N1) and the request level of preventive behavior presented in Influenza A(H1N1) messages affect psychological reactance, fear, behavioral intention. Theoretically guided by psychological reactance theory (Brehm, 1966) and fear appeal theory(Roger, 1975), it examined how reactance and fear affect behavioral intention. The study was conducted to total number of 435 university students and employees. Participants were randomly assigned to read one of four different messages about Influenza A(H1N1) designed by 2(severity of consequences) x 2(magnitude of the requested health behavior) factors. The results showed that message receiver had greater fear when the message addressed higher severity of consequences of Influenza A(H1N1). Also, psychological reactance increased when both severity and request level were getting higher. Behavioral intention decreased when the level of request was getting higher. On the other hand, behavioral intention increased when receiver felt more fear and less resistant. In addition, this research examined the effect of social gaze as well. The result shows that social gaze was affected by the magnitude of the request. When message receiver felt more social gaze, he was more resistant. The implications of these findings in this study is to make more persuasive message for preventing diseases.

대학의 PR과 대학생의 학업 성취

유선욱(Yoo, Sun-Wook),박혜영(Park, Hyeyoung) 한국언론학회 2018 한국언론학보 Vol.62 No.5

The purpose of this study is to investigate the factors leading to academic achievement, which are indicators of effectiveness of university and university students. In particular, this study examined the effects of quality of education and university-student relationships on academic achievement. In addition, this study verified the mediating roles of study engagement and self-efficacy, which are the psychological resources of the individual students. First, the results of the structural equation model analysis showed that the better the quality of education led to the higher the academic engagement and academic achievement. The results also indicated that the students who perceived the relationship with university more positively got the higher self-efficacy, study engagement, and academic achievement. Second, study engagement had a significant effect on academic achievement, but the effect of self-efficacy was not significant. Third, study engagement and self-efficacy played mediating roles in the relationship between university-student relationships and academic achievement. Students are the most important public in university. In terms of relationship management and organizational communication of university, it is essential to pay attention to study engagement and self-efficacy so that each student can concentrate on study with healthy and positive psychological state. The role of PR for enhancing of university effectiveness were discussed. Practical and theoretical implications were suggested.

먹방시청은 비만에 영향을 미치는가? : 건강요인과 시청요인을 중심으로

유선욱(Sunwook Yoo),신기하(Giha Shin),김수진(Soojin Kim) 한국언론학회 2021 한국언론학보 Vol.65 No.2

This study is aimed at articulating the effect of Mukbang (known as eating show) on obesity. Based on the fact that obesity is a major health risk factor that causes various diseases, this study investigates the relationship between health factors and Mukbang watching related factors. Specifically, this study examines how health related factors (i.e. health consciousness and health information behavior) and Mukbang watching related factors affect obesity through five research questions. An online survey was conducted through a research company for 4 days from July 21 to 24, 2020. Among the panels owned by the survey company, a total of 668 responses were collected and used for analysis based on gender and age of Mukbang viewers. Descriptive statistics, correlation analysis, and multiple regression analysis were performed using the SPSS ver.23.0 program, and mediation analysis was done through Process Macro. The results of the study are as follows. First, it was found that health consciousness affects obesity, and as health consciousness increases, obesity level decreases. Health consciousness is an individuals propensity that reflects the willingness to take an interest in specific health behaviors and it functions as a motive for performing health behaviors. Second, obese people are engaged in more obesity related health information seeking two times more while non-obese people tend to seek out general health information. Third, obesity was more likely to be observed with more time and more frequent watching of Mukbang, but the influence of imitative eating behavioral intention after watching Mukbang on obesity was not significant. This suggests that watching Mukbang and imitative eating behavior are different dimensions. Fourth, as a result of verifying the relationship between the Mukbang watching related factors, the mediating role of the satisfaction with Mukbang watching was found. Satisfaction with Mukbang watching showed a complete mediating effect in both the obese and non-obese groups, and the total effect was greater in the obese group. This study is meaningful in that it contributes to the extension of media research related to health issues by verifying the relationship between Mukbang watching and health related factors. More specifically, a strategic plan for raising health consciousness and promoting health information behavior for solving the obesity problem and practical implications for the use of Mukbang was presented. In future research, a multidimensional and empirical approach to Mukbang watching and obesity needs to be taken, and a more comprehensive discussion on the relationship between media use and obesity needs to be made.