기업커뮤니케이션 자본지수 개발 연구

차희원(Heewon Cha),김찬아(Chanah Kim) 한국언론학회 2010 한국언론학보 Vol.54 No.2

This study aims to develop a corporate communication capital index suitable for the Korean corporate communication. This study has gone through the multiple research stages such as literature review, in-depth interviews, professional audits and survey. First, the critical elements of corporate communication capital were identified through literature reviews. Second, in-depth interviews with practitioners and professional audits were conducted with Korean experts to determine whether this basic framework has relevant elements for the index. Finally, survey were conducted with 300 Korean companies to verify reliability and validity of this index. Final dimensions, factors and items of corporate communication capital index were 4 dimensions, 11 factors, and 35 items. Also, convergent validity and discriminant validity were examined through correlation analysis and ANOVA. The finalized index dimensions through confirmatory factor analysis include the intellectual capital, organizational capital, human capital, and relational capital.

기업명성과 커뮤니케이션 특성간 관련성

차희원(Heewon Cha) 한국언론학회 2011 한국언론학보 Vol.55 No.4

The study examined and verified the model on the relationship between corporate reputation and communication. Based on the communication audit frame, communication characteristics consisted of: source use, source credibility, the acceptance of communication message, communication climate, and corporation-customer relationship. The hypothesis of causal relationship between these characteristics and corporate reputation was established. To verify the study hypothesis, the survey was implemented using adults over 20 years of age in Seoul, Korea. The period of survey is two weeks from October 12th to October 27th, 2008. The sampling method is proportionate quota and random sampling. The result showcased that the source use influenced positively the acceptance of communication message mediated source credibility. And the communication message had an impact on the corporation-customer relationship directly and indirectly; and the communication climate had a mediation effect. Also, the communication message and the corporation-customer relationship influenced the corporate reputation directly. Overall, the results of hypothesis were significantly verified.

정부의 위기 커뮤니케이션 연구

홍주현(Juhyun Hong),차희원(Heewon Cha) 한국콘텐츠학회 2018 한국콘텐츠학회논문지 Vol.18 No.4

의약품 부작용과 같이 국민의 건강과 밀접한 관련이 있고, 전문적인 이슈의 경우 언론 보도는 국민들의 위기 대응과 정부의 위기관리에 영향을 미칠 수 있다는 점에서 중요하다. 이 연구는 의약품 부작용과 관련된 언론 보도를 주요 주제, 정보원, 위기 책임 귀인, 프레임을 분석하고 언론의 주목을 받은 의약품 부작용 보도에 대해 네트워크 분석을 실시해 정부의 위기관리 방안을 제시했다. 일간지, 경제지, 전문지의 보도에 차이가 있었는데, 일간지는 부작용 발생과 같은 위기 발생을 중심으로, 경제지는 제약업계 관련된 기사를, 전문지는 의약품 정책을 비판하는 기사 중심으로 보도했다. 의약품 부작용과 관련된 주요 정보원은 국회의원이었다. 위기의 책임을 언급한 기사는 적었지만, 위기 해결의 주체에 대해서는 의약품을 생산한 업체가 해결해야 한다는 기사가 많았지만 전문지의 경우에는 정부가 문제를 해결해야 한다고 했다. 네트워크 분석을 통해 기사에서 중요하게 언급된 단어를 찾고, 단어와 단어의 관계 분석으로 기사에서 전달하고자 하는 의미를 찾았다. 이 연구는 내용분석과 네트워크 분석을 통해 의약품 부작용 기사를 분석하고 정부의 위기커뮤니케이션 관점에서 공중별 정부의 위기 대응 방안을 고려해봤다는 데 의의가 있다. The side effects of drug is closely linked to the people’s health and professional. In this case, press report is very important in evaluating the side effects of drug and people’s attitude of government’s health policy. This study analyzed press report on the side effects of drug based on the main theme, source, responsibility attribution on crisis, frame and network analysis. Theses is a difference of main theme between the press. Daily newspaper focused on the occurrence of crisis and economical newspaper focused on the manufacture company. Professional paper focused on the criticizing of the health policy. The main source of the press on the side effects of drug is the Congressman. There are few articles which mentions about the crisis responsibility. However most articles mentioned that the subject of crisis solutions is the manufacturer. This study found the main meaning by network analysis. This study highlighted the government’s crisis management based on the result of content analysis and network analysis.

사회 자본과 대인 커뮤니케이션이 사후 장기 기증 의도에 미치는 영향 : 계획된 행동 이론의 적용 및 확장

김혜인(Hye-In Kim),차희원(Heewon Cha) 한국언론학회 2010 한국언론학보 Vol.54 No.6

The goal of this study is to articulate the effect of social capital and interpersonal communication on the intention of posthumous organ donation by mediating the theory of planned behavior. As for the verification for mediating effects of TPB between interpersonal communication and registering intention, partial mediating effects of subjective norm between the quality of communication and registering intentions and partial mediating effects of attitude were demonstrated. As for the verification for mediating effects of TPB between social capital and intention, full mediating effects of subjective norm and partial mediating effects of attitude were demonstrated. And partial mediating effects of social capital between the amount of communication and intention were found. Judging from the research results, this present study suggest the expanded model of the theory of planned behavior. This model could overcome the criticisms of its asocial conceptualization and the rational decision-making approach. While previous studies about organ donation concentrated mostly on family communication and mass communication, this study suggested the significance of interpersonal communication. Finally, this study have practical implication for the guideline on campaign planning.

기업의 이슈소유권이 위기커뮤니케이션 수용에 미치는 영향

서지원(Jee Won Suh),차희원(Heewon Cha) 한국언론학회 2010 한국언론학보 Vol.54 No.6

This study testifies the effect of issue ownership on the level of acceptance of crisis communication strategies. Particularly, this study focuses on a mediation effect of corporate reputation between issue ownership and the acceptance. Since existing research has stressed upon accommodative communication but it has attached little weight to defensive communication, another purpose of this study is to identify those interaction effects between issue ownership, corporate reputation and crisis communication strategies on the acceptance. Verifying the aforementioned, the data were collected from 267 participants through the survey which short vignettes were used in. Major results of this study are as follows. Firstly, the complete mediation effect of corporate reputation between issue ownership and the acceptance of crisis communication strategies was verified. Among the interaction effects, secondly, the crisis communication strategies had a significant effect on the acceptance. Lastly, the interaction effect between issue ownership and crisis communication strategies on the acceptance was proved. This paper is meaningful as it expanded the discussion of issue ownership to the corporate crisis communication arena. Further, based on the concept of reputational expectation, this study tried to deepen the discuss on defensive crisis communication.

기업 페이스북 채용 팬 페이지 이용과 사회자본, 그리고 구직의도 간의 관련성

이지은(JiEun Lee),차희원(Heewon Cha) 한국언론학회 2014 한국언론학보 Vol.58 No.5

The purpose of this study was to find out how Corporate Facebook Employment Fan Page influences the job-searching intention of job seekers. For this study, a comprehensive survey was conducted on the job seekers who were subscribed to Corporate Facebook Employment Fan Page. The result of this research demonstrated that the “level” of the page utilization by the seekers and the “message types” by the page, delivered to the seekers eventually affected their attitude, subjective norm, and perceived behavioral control. The number of connections and friends of the page also turned out to have an impact on job-searching intention of the seekers. Moreover, to a certain extent, attitude, subjective norm and perceived behavioral control were found to result in the interaction between the number of friends of the page and the seeker’s job searching intention. Extent to which the seekers utilized the page and the types of messages by the page, delivered to the seekers had effects on social capital in a positive way. Social capital formed by Corporate Facebook Employment Fan Page influenced the job search intention as well. In addition, mediating effects of attitude, subjective norm and perceived behavior control were found between social capital and job-searching intention. This research was meaningful as it grafted TPB variables onto variables of communication and social capital and examined the mechanism between the utilization of Corporate Facebook Employment Fan Page and job searching intention.

조직의 제도적 정당성과 행동적 정당성이 갈등상황에서 공중 지지 형성에 미치는 영향

김태영(Taeyoung Kim),차희원(Heewon Cha) 한국언론학회 2012 한국언론학보 Vol.56 No.5

This study explores two types of organizational legitimacy: institutional legitimacy and actional legitimacy, and aims to investigate the influence of each legitimacy on public support in a social conflict. Four research questions were developed to examine the relations between institutional legitimacy, conflict management strategy, communication, actional legitimacy, and public support. To achieve this purpose, this study conducted a survey of 378 people above 20 years old who remembered a conflict regarding the selection of radioactive waste disposal site in Buan province, Korea. The results show that the institutional legitimacy positively affects to the public perception on the conflict management strategy and communication. Both conflict management strategy and communication significantly influence organization’s actional legitimacy for the proposed conflict resolution method. In addition, distribution strategy positively influences an actional legitimacy only when its communication activities are perceived as symmetrical. Finally, respondents would be more likely to be more supportive to the organization if they consider its policy is legitimate.

소셜미디어의 커뮤니케이션 특성, 미디어몰입 그리고 조직 - 공중관계성 간 관련성

기원선(Wonsun Ki),차희원(Heewon Cha) 한국언론학회 2012 한국언론학보 Vol.56 No.6

The purpose of this paper is to identify the effect of social media communication from a PR approach. For the purpose, three research questions were developed. To examine the questions, the data were collected through online survey by 262 social media users.The findings shows that each social media channel has distinctive features in relational dimension, however, they have similar features in informational dimension. As anticipated, the characteristics of social media communication effects organization-public relationship. Specifically, in Facebook communication, both of relational and informational dimensions have significant effect on relationship. However, in Twitter communication, only relational dimension has significant effect. Additionally, this research consider media engagement as mediate variable. The findings from analyzing the role of media engagement reveals its partial mediating effects on the relations between social media communication and organization-public relationship. The present study contribute to both academic and practical fields. It could be noteworthy in contemplating the relationship between social media communication and organization-public relationship. Furthermore, it could be meaningful that it examine user’s media engagement from the PR approach. Finally, detailed results of the study could offer a guideline for managing corporate’s social media.

기업문화의 유형이 기업명성에 미치는 영향

강태희(Taehee Kang),차희원(Heewon Cha) 한국언론학회 2010 한국언론학보 Vol.54 No.1

The purpose of this study was to find the link between corporate culture and reputation and verify the mediation effect of Corporate Social Responsibility(CSR) and organizational identification. Organizational scholars emphasize that corporate culture is an important element which has influence on corporate reputation based on the identity theory, although there are various perspectives on corporate reputation. Accepting the organizational perspective, this study established two research agendas that looked into the relationship between corporate culture and reputation and the mediation effect of the CSR and members’ identification. Then, 11 companies of the higher or lower reputation were selected, and 334 surveys were conducted and analyzed from these companies. The consensus and results in accordance to this study is as follows. First, the typology of corporate culture affected the corporate reputation. Especially, management culture had a very significant effect on the reputation. Secondly, the mediation effect of CSR between corporate culture and reputation was verified. Then, it was confirmed that management culture increased the members’ recognition of CSR and made the higher reputation. Third, organizational identification did not mediate the relationship between corporate culture and reputation. However, CSR had a significant effect on identification. Also, organizational identification affected the corporate reputation. Consequently, this study showed that management culture affected the members’ recognition of CSR, and the companies whose members share ethical values and behaviors are able to expect the higher reputation.

결속형, 교량형 사회자본과 커뮤니케이션 행위 특성이 음주운전에 미치는 영향

김수진(Soojin Kim),차희원(Heewon Cha) 한국언론학회 2013 한국언론학보 Vol.57 No.1

Regarding social capital as an embedded individual trait, this study is aimed at articulating the effect of bonding and bridging social capital on drunk driving. This study also investigated possible mediation by including variables of communication behavior and theory of planned behavior. A nationwide survey was conducted for actual drivers from 18 to 65 years of age. The study result showed differing effects of bonding and bridging social capital on drunk driving and partial mediating effects of communication behavior and TPB elements on drunk driving as well. Those who are affluent with bonding social capital give rise to vivid interpersonal communication and affect TPB elements for not to drunk drive. In the trial of incorporating social capital study of public health upon the domain of communication study, the practical implication of this study that possibility of social capital being utilized as a new index of audience segmentation in health communication study was suggested.