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- 저자 : K. Damon Aiken (검색결과 3 건)
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신소현,K. Damon Aiken,Stephanie A. Hamel 한국경영커뮤니케이션학회 2023 Business Communication Research and Practice Vol.6 No.1
Objectives: The purpose of this work is to uncover how university faculty engaged in communications with their students during the early period of the COVID-19 pandemic. The research design is exploratory and seeks to evaluate specific approaches, coping strategies, and frames of mind. Methods: A qualitative case study method was used. The unique nature and setting of our study during the COVID-19 pandemic required the use of qualitative, semi-structured, one-to-one depth interviews (within a California, U.S. business school). Results: This work encapsulates how the faculty define crisis communications and thus identifies practices in place. It reveals the importance of communication openness, regularity, and frequency. Additionally, various nurturing and action-facilitating coping strategies are uncovered. By categorizing the results according to five major frames of mind, the work provides perspective relative to how faculty mindsets influence their crisis communications. These findings lay the groundwork for future studies of this important topic. Conclusions: Faculty’s communications during a crisis are not only paramount in successfully navigating course objectives, but they are also critically important to students’ overarching social and emotional health. The results of this work lead to pragmatic guidelines for faculty as well as specific recommendations for university administrators. Faculty can start with self-reflection and self-education. They should strive to be prepared for the next crisis, understand their optimal strategies, and realize how their frames of mind influence communication practices. University administrators should work to develop and implement training programs, they are recommended to prepare guidelines for various crises, and they need to write and share post-crisis reports.
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Sohyoun Shin,K. Damon Aiken,Nicholas Lynch,Sangyoon Seok 한국경영커뮤니케이션학회 2023 Business Communication Research and Practice Vol.6 No.2
Objectives: This work investigates how different corporate social responsibility (CSR) assurance messages embedded in cause-related social media marketing influence consumers’ behavioral intentions (social media brand page joining and recommendation) and affective attitudes (likability of the campaign). CSR authenticity and CSR self-serving motives are also examined. Methods: An experiment was conducted using Facebook as the setting. Three treatments had identical descriptions of cause-related marketing (i.e., donating money to a recycling program) while controlling for internal versus external assurance messages. One-way ANOVA was used to measure effects on dependent variables (social media brand page joining, recommendations, and campaign likability). Regression was used to test CSR authenticity and self-serving motives. The sample was drawn from social media users in business classes at a mid-sized U.S. university. Results: A cause-related marketing campaign with CSR assurance messages generated more positive responses for all three dependent variables than the control condition. While the externally-sourced CSR assurance message significantly promoted behavioral intentions, the internal-audit CSR assurance message significantly increased likability of the campaign and perceived CSR authenticity. Unexpectedly, multiple-regression showed that CSR authenticity only was significantly associated with all three consumers’ responses. Conclusions: This study revealed that consumers are more likely to show positive behavioral intentions and affective attitudes when exposed to a cause-related social media campaign with CSR assurance messages compared to such a campaign without assurance. We can conclude that CSR assurance messages further increased positive responses from social media users toward cause-related marketing, emphasizing the importance of the post-review processes of CSR practices.
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온라인 인증마크의 신뢰 구축 효과에 관한 연구: 조절변수의 효과 검증을 중심으로
김상욱(Kim, Sanguk),신소현(Shin, Synthia Sohyoun),Aiken, K. Damon 한국상품학회 2012 商品學硏究 Vol.30 No.7
온라인 환경은 오프라인 환경에 비해 기업이 소비자의 신뢰를 얻기에 어려움이 많다. 그럼에도 불구하고 온라인 구매가 급속하게 보급되고 있는 상황에서 기업들은 소비자의 신뢰를 얻기 위한 다양한 노력을 해왔다. 온라인 인증마크(Trustmark)는 제3의 주체가 웹사이트의 보안, 서비스 품질 등을 보증하는 것으로 온라인 환경에서 소비자의 신뢰를 구축할 수 있는 대표적인 수단의 하나이다. 본 연구는 온라인 인증마크가 소비자의 온라인 신뢰에 대해 미치는 영향을 재확인하였으며, 나아가 기존 연구들에서 실증적으로는 검증되지 않았던 구매자의 전반적 온라인 신뢰, 온라인 구매 경험 정도가 갖는 조절효과를 최초로 검증하였다. 본 연구는 조절변수들의 영향검증을 통해 온라인 인증마크의 온라인 기업 신뢰 및 제품신뢰에 대한 영향이 발생하는 과정에 대한 이해를 확장했다는 학술적 의미를 가지고 있으며, 온라인 인증마크의 전략적 활용에 대한 실무적 시사점을 갖는다. In the computer-mediated marketspace where information asymmetry abounds, trust is less easily developed between consumers and firms. Consequently, Internet firms have been making every effort to communicate effectively by posting the optimal numbers and types of web signals. Companies in e-commerce often use trustmarks (defined as any third-party mark, logo, picture, or symbol presented in an effort to dispel consumers' concerns about privacy and security) as a means to further develop consumer trust. These visual icons have become a critical communicative tool for building Internet trust and thus facilitating transactions. Still, there has been relatively little research conducted in this area. This study not only reconfirms the effectiveness of trustmarks for Internet-based firms, but also extends the field of knowledge by investigating trust in the Korean e-commerce context and by comparing conditioned and controlled settings in an experiment. Furthermore, the current work tests the moderating effects of generalized Internet commerce trust and consumers' Internet purchase experiences relative to firm-specific trust as well as product trust. As an academic contribution, this study illustrates how differently a trustmark influences firm and product trust based on the varied levels of consumers' generalized Internet commerce trust and shopping experience. Importantmanagerial implications emerge for the strategic use of trustmarks in the e-commerce context.
KCI
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