예배 및 선교요인이 교회사회복지 참여성에 미치는 영향에 대한 영성의 매개효과

조운희(Woon-Hee Cho) 연세대학교 신과대학(연합신학대학원) 2010 신학논단 Vol.60 No.-

??This work is about the questionnaire with 304 christians in Gyeung-buk region about worship, mission and church social work. Following is the result of the how Mediating Effect of spirituality affect the influence of worship and mission between church social work.<br/> ??FIrst, church social work seems more positive as the recognition of worship, mission and the spirituality is higher in that there are big relation between worship, mission, spiritualiry and church social work in the ratio of about .538-.712 and also there is positive relation.<br/> ??Secondly, it seems that there is the perfect mediating effect between the worship element of independent fluent and the church social work of slavery fluent when the spirituality element of mediating fluent is put by the procedure brought up by Baron & Kenny(1986).<br/> ??Thirdly, mediating effect of spirituality about mission element's influence to the church social work also has the perfect mediating effect. And the mediating effect significance is statistically worth at the rate of p <. 05. Spirituality element's mediating effects has 63.50% of indirect effect and 34.7% of direct effect on church social work.<br/> ??Thus, because enforcing spirituality through the worship or enforcing spirituality for the missions play a vital mediating role in social welfare work of church, it is primarily requested that the effort of the practical and various study and adaption is needed to enforce the spirituality of christians. ??This work is about the questionnaire with 304 christians in Gyeung-buk region about worship, mission and church social work. Following is the result of the how Mediating Effect of spirituality affect the influence of worship and mission between church social work.<br/> ??FIrst, church social work seems more positive as the recognition of worship, mission and the spirituality is higher in that there are big relation between worship, mission, spiritualiry and church social work in the ratio of about .538-.712 and also there is positive relation.<br/> ??Secondly, it seems that there is the perfect mediating effect between the worship element of independent fluent and the church social work of slavery fluent when the spirituality element of mediating fluent is put by the procedure brought up by Baron & Kenny(1986).<br/> ??Thirdly, mediating effect of spirituality about mission element's influence to the church social work also has the perfect mediating effect. And the mediating effect significance is statistically worth at the rate of p <. 05. Spirituality element's mediating effects has 63.50% of indirect effect and 34.7% of direct effect on church social work.<br/> ??Thus, because enforcing spirituality through the worship or enforcing spirituality for the missions play a vital mediating role in social welfare work of church, it is primarily requested that the effort of the practical and various study and adaption is needed to enforce the spirituality of christians.

사회복무제도의 시대적 변천사와 사회복지시설 사회복무요원의 조직유효성에 관한 연구

신영일 ( Shin Young Il ),최종진 ( Choi Jong Jin ),정의식 ( Jong Ui Sik ) 한국행정사학회 2020 韓國行政史學誌 Vol.49 No.-

2008년 도입된 사회복무제도는 방위병제도, 공익근무요원제도에 이어 시행되는 병역제도의 일환이다. 그러므로 사회복무와 관련된 병역제도의 변천과정을 고찰하고, 현행 병역제도 하에서 사회복무요원의 사회서비스 제공 역량 제고를 위하여 도입된 직무교육이 사회복지시설의 조직유효성에 미치는 영향을 분석할 필요가 있다. 본 연구는 제도의 변천과정을 법령과 문헌을 통하여 고찰하였고, 직무교육을 이수한 사회복무요원의 교육만족도, 조직유효성, 직무역량의 영향관계를 검증하여 조직유효성에 대한 개입 방안을 살펴보고자 하였다. 이를 위하여 서울시, 인천시, 경기도, 강원도의 사회복지시설에 근무하는 사회복무요원 256명을 대상으로 분석하였으며 다중회귀분석으로 교육만족도, 직무역량, 조직유효성 사이의 인과관계를 분석하였고 위계적 회귀분석으로 직무역량의 매개효과를 검증하였다. 분석 결과 교육만족도는 조직유효성에 유의한 영향을 미쳤으며 교육만족도와 조직유효성 사이에서 직무역량의 매개효과가 확인되었다. 연구결과를 바탕으로 조직유효성을 제고하기 위하여 직무교육에 대한 교육만족도 활용방안을 제안하였고 사회복무요원의 직무역량을 통한 조직유효성 제고방안을 제시하였다. The social service system, introduced in 2008, is a part of the military service system that follows the defense military system and public service personnel system. Therefore, it is necessary to examine the transition process of the military service system related to social service, and to analyze the effect of job training introduced in order to enhance the capacity of social service personnel to provide social services under the current military service system on the organizational effectiveness of social welfare facilities. The purpose of this study was to examine the process of changes in the system through a review of laws and documents, and to examine the intervening plans for organizational effectiveness by verifying the relationship between educational satisfaction, organizational effectiveness, and job competency of social service personnel who completed job training. To this end, 256 social service personnel working in social welfare facilities in Seoul, Incheon, Gyeonggi, and Gangwon-do were analyzed. The causal relationship between education satisfaction, job competency, and organizational effectiveness was analyzed through multiple regression analysis. The mediating effect of job competency was verified. As a result of the analysis, education satisfaction had a significant effect on organizational effectiveness, and the mediating effect of job competency was confirmed between education satisfaction and organizational effectiveness. Based on the results of the study, in order to improve organizational effectiveness, a plan to utilize educational satisfaction for job training was proposed, and a plan to improve organizational effectiveness through job competency of social service personnel was suggested.

부모 자녀 간 의사소통 유형과 학교적응의 관계에서 수치심과 사회불안의 매개효과: 성별 차이를 중심으로

이순희,허만세,이창미 한국아동복지학회 2018 한국아동복지학 Vol.- No.64

The purpose of this study was to investigate how the structural relationship between shame and social anxiety varies according to the parent-child communication type and gender child’s in the effect of parent-child communication on school adaptation through multi-group analysis using structural equation model. For this purpose, middle school students in Daegu area were surveyed, and 502 questionnaires were collected ans analyzed using SPSS 21.0 and AMOS 21.0. The results were as follow. First, when the communication type between parents and children was “open type”, for boys, the communication had a direct effect on shame and school adaptation, but did not have an effect on school adaptation by way of shame and social anxiety. On the other hand, for girls, the open-type communication had a direct effect not only on shame, social anxiety, and school adaptation, but also on school adaptation by way of shame and social anxiety. Second, when communication type between parents and children was “problem type”, for boys, the communication had a direct effect on shame, social anxiety, and school adaptation, but the effect on school adaptation by way of shame and social anxiety were not significant. On the other hand, for girls, the problem-type communication had a direct effect on shame, social anxiety, and school adaptation, and the effect on school adaptation by way of shame and social anxiety were also statistically significant. To summarize, for boys, communication between parents and children had a direct effect on school adaptation regardless of its type, and the mediating effect of shame and social anxiety were statistically significant only when the communication was open-type. On the other hand, for girls, both open-type and problem-type communication had a direct effect on school adaptation, and the shame and social anxiety were found out to have a mediating effect. The results of this study indicate that when developing an intervention program to promote adolescents school adaptation. For boys, an intervention is needed to educate parents to have open-type communication with their children in order to promote positive school adaptation. For girls, intervention should focus not only on improving parent-child communication but also on reducing shame and social anxiety. 본 연구는 구조방정식 모형을 이용한 다중집단 분석을 통하여 부모 자녀간의 의사소통 유형에 따른 학교적응과 수치심 및 사회불안의 구조적 관계가 성별에 따라 어떻게 다른지를 알아보고자 하였다. 이를 위해 대구 지역의 중학교에 재학 중인 학생을 대상으로 설문조사를 실시하여 502개의 자료를 수집하였으며, 수집된 자료는 SPSS 21.0과 AMOS 21.0을 사용하여 분석하였다. 본 연구의 결과는 첫째, 부모 자녀간의 의사소통 유형이 개방형일 경우 남학생은 부모 자녀간의 의사소통이 수치심과 학교적응에 직접적인 영향을 미쳤으며, 수치심과 사회불안을 경로하여 학교적응에 영향을 미쳤다. 여학생은 부모 자녀간의 개방형 의사소통이 수치심, 사회불안 및 학교적응에 직접적인 영향을 미쳤을 뿐만 아니라 수치심과 사회불안을 매개로 학교적응에 영향을 미쳤다. 둘째, 부모 자녀간의 의사소통 유형이 문제형일 경우 남학생은 부모 자녀간의 의사소통이 수치심, 사회불안 및 학교적응에 직접적인 영향을 미쳤으나 수치심과 사회불안을 경로하여 학교적응에 미치는 영향은 유의하지 않았다. 한편, 여학생은 부모 자녀간의 문제형 의사소통이 수치심, 사회불안 및 학교적응에 직접적인 영향을 미쳤으며, 수치심과 사회불안을 경로하여 학교적응에 미치는 영향도 유의한 것으로 나타났다. 이를 정리하면, 남학생은 유형과 관계없이 부모 자녀간의 의사소통이 학교적응에 직접적인 영향을 미쳤으며, 수치심과 사회불안의 매개효과는 부모 자녀간의 의사소통이 개방형인 경우에만 유의한 것으로 나타났다. 반면, 여학생은 개방형과 문제형의 부모 자녀간의 의사소통 모두 학교적응에 직접적인 영향을 미쳤으며 수치심과 사회불안이 매개역할을 하는 것으로 확인되었다. 이러한 연구결과는 남학생과 여학생 모두 부모 자녀간의 개방형 의사소통이 학교적응을 향상시키더라도 수치심과 사회불안이 그 강도를 감소시킨다는 것을 의미하며, 부모 자녀간의 문제형 의사소통이 여학생의 학교적응을 감소시키는 영향을 미칠 때 수치심과 사회불안이 그 강도를 더 증가시킨다는 것을 의미한다. 이를 통해 청소년의 학교적응 향상을 위한 개입에서는 가족요인과 개인내적 요인을 동시에 고려한 방안이 마련되어야 한다는 것을 알 수 있다.

사회공헌활동 참여자의 참여활동만족과 사회자본이 참여효과에 미치는 영향

나동석(Ra, Dong-Seok) 사회복지정책실천회 2021 사회복지정책과 실천 Vol.7 No.2

본 연구의 목적은 충청북도의 사회공헌활동에 참여하는 참여자를 대상으로참여활동만족과 사회자본이 참여효과에 미치는 영향을 실증적으로 분석해 보는 것이다. 참여자가 활동에 대한 만족하는 수준이 높을수록 참여에 대한 효과가 높을 것이며 특히, 사회공헌을 활동하는 과정에서 얻게 되는 사회자본이매개할 수 있다고 예측해 보았다. 그래서 연구의 목적을 달성하기 위하여 참여활동만족과 참여효과의 관계에서 사회자본은 매개효과를 갖는가를 알아보고자 하는 것이다. 자료는 사회공헌활동 참여자 241명을 대상으로 조사하였고수집된 자료는 SPSS를 활용하여 통계분석하였으며 결과적으로 참여자의 참여활동만족과 참여효과의 관계에서 사회자본은 부분매개효과를 갖고 영향을 미친다는 결과를 얻었다. 따라서 사회공헌활동에 있어서 참여자의 참여활동만족이 참여효과에 영향을 미칠 때, 사회자본을 형성하면 참여활동만족과 함께 참여효과에 더 많은 영향을 미치는 것으로 검증된 것이다. 따라서 사회공헌활동사업의 적합성을 파악하고 나아가 지속과 유지를 위한 개선을 마련하기 위하여 사회공헌활동의 참여효과를 높이는 방법으로 참여자가 활동에 대한 만족을 높이고 사회자본도 얻도록 하는 방법을 구축하는 방안을 제안하였다. The purpose of this study is to empirically analyze the effect of participation activity satisfaction and social capital on the participation effectiveness of participants who participate in social contribution activities in Chungcheongbuk-do. It was predicted that the higher the level of satisfaction with the participation activities of the participants, the higher the effectiveness on participation. In particular, it was predicted that the social capital obtained in the process of social contribution activities could mediate. Therefore, in order to achieve the purpose of this study, this study is to examine whether social capital has a mediating effect in the relationship between participation activity satisfaction and participation effectiveness. The data were surveyed on 241 participants in social contribution activities, and the collected data were statistically analyzed using SPSS. Therefore, when participants’ satisfaction with participation in social contribution activities affects the effectiveness of participation, it has been verified that the formation of social capital has a greater effect on the effectiveness of participation and satisfaction with participation in social contribution activities. Therefore, in order to identify the suitability of the social contribution project and further improve the continuation and maintenance of the social contribution activity, a method to increase the participation effectiveness of the social contribution activity and a way to increase the satisfaction of the participants and to obtain social capital has been proposed.

SNS에서의 소비자 정보 확산에 있어 사회적 전염과 랜덤효과에 관한 탐색적 연구

한상만,옥경영 한국소비자학회 2012 소비자학연구 Vol.23 No.2

본 연구는 사회적 네트워크(SNS, Social Networking Site)에서 이루어지는 정보 확산에 있어 연결되어 있는 이웃에 의한 사회적 전염(social contagion)뿐 아니라 랜덤효과(random effects)의 영향을 함께 파악하고자 사회 적 폭포현상(social cascade)과 최대크기콤포넌트(largest component)라는 2가지 지표를 사용하여 이를 분석하 였고, 또한 이를 랜덤그래프와 비교하여 랜덤효과(random effects)의 영향을 살펴보았다. 여기서 사회적 전염이란 사회적 네트워크에서 연결된 소비자들이 이웃의 영향을 받아 정보를 수용함으로써 정보 확산이 이루어지는 것이며, 랜덤효과(random effects)란 사회적 전염에 의하지 않고 스스로 정보를 찾거나 매스미디어의 영향에 의해 정보를 수용함으로써 정보 확산이 이루어지는 것을 말한다. 본 연구는 우리나라 SNS에서 수집된 데이터에서 도출한 실제 사회적 네트워크를 대상으로 분석하였다. 그 결과, 사회적 네트워크에서 발생하는 정보 확산에 있어 기존에 알려진 사회적 전염에 의한 확산뿐 아니라 랜덤효과에 의한 확산이 중요한 것으로 나타났다. 즉, 사회적 네트워크에서의 성 공적인 정보 확산에 있어 이웃의 영향에 의해 발생하는 사회적 전염과 매스미디어 등의 랜덤효과가 함께 존재해야 함을 발견하였고, 특히 대규모 확산의 경우 랜덤효과에 의한 확산이 차지하는 중요성이 더 커짐을 발견한 것이 이 논문의 공헌점이다. In this study, we explore the role of social contagion and random effects in consumer information diffusion. We adopted a social cascading index and the largest component size as the measures of social contagion. Social contagion is defined as the adoption of information influenced by his/her neighbors, while random effects are defined as the adoption of information not influenced by his/her neighbors. The random effects include the influence of Mass media on the information adoption. The results show that there exist two types of information diffusion patterns: the first pattern shows a peak of diffusion at the very early stage followed by a sudden decrease of diffusion. The second type shows a continuous increase in diffusion until it reaches the peak in the middle stage of the diffusion path. We found that in the case of the first pattern of diffusion with a peak in the very early stage followed by a sudden decrease, the adoption of information is coming mostly from the social contagion mechanism. In the second type of diffusion with a continuous increase until its peak in the middle stage of diffusion path, the adoption of information is not coming just from the social contagion mechanism, but also from the random effects mechanism. The contribution of our paper is two fold: First, we have suggested a dual mechanism of consumer information adoption where consumers adopt new information through both social contagion and random effects. Second, we found that in order to generate a successful information diffusion, social contagion must be combined with the random effects. Social contagion alone cannot create a huge successful diffusion. A successful information diffusion always needs not only a successful social contagion but also "random effects."

사회적 지지의 개념과 효과에 관한 이론 및 방법론적 고찰

김미령 한국임상사회사업학회 2005 임상사회사업연구 Vol.2 No.1

사회적 지지는 사회복지에서 클라이언트의 강화라는 측면에서 중요한 요소로 작용하고 있다. 사회적 지지에 대한 만장일치된 개념정의는 없지만 구조적, 기능적 측면으로 포괄적으로 개념정의를 할 때 방대한 사회적 지지의 다면성을 설명할 수 있다. 사회적 지지는 수혜(receiving) 뿐 아니라 제공(giving), 또한 수혜와 제공의 상호작용이 개인의 심리적 복지에 중요한 영향을 미치며, 사회적 지지를 인지하느냐 혹은 스트레스상황에서 실제로 사용하느냐에 따른 영향도 각각 다르게 나타나고 있다. 사회적 지지는 긍정적인 효과도 있지만 부정적인 측면도 갖고 있다. 사회적 지지의 긍정적인 효과는 크게 직접효과와 완충효과로 나뉘며 사회적 지지의 유형과 범주에 따라 이러한 효과가 결정된다. 그러므로 사회적 지지의 다양한 개념정의와 조작정의에 따라, 어떠한 분석방법을 사용하느냐에 따라 효과가 다르게 나타나는 것을 유념하여 사회적 지지의 유의미한 효과를 발견하기위해 연구자는 개념정의, 조작정의, 방법론상의 문제 즉 디자인, 샘플, 측정방법 등을 신중히 고려하여야 한다. Social support is an important factor in terms of the enhancement of the client and has been acknowledged widely as an effective component of well-being. In spite of the lack of a unanimous definition of social support, the structural and functional aspects of social support can be used as a framework for designing social support. Not only the receiving social supportbut also the giving social support and the reciprocity of social support are important factors of influencing on individuals' psychological well-being. Also, the effect of social support differs depending on whether it is perceived or actually received. The social support transaction is a dynamic process which connects the structure and the function of social support. Perceived and enacted social support are the dimensions of this social support transaction. There are two kinds of the effects of social support: positive and negative. The positive effects of social support are defined as follows: the main or the direct effect of social support and the moderating effect. Whether social support has a main or moderating effect depends on the types and dimensions of social support. To find a significant effect of social support, especially moderating effect, the methodological issues such as designing, sampling, measurement must be considered.

자기 불일치가 우울에 미치는 효과: 사회적 지지로 조절된 심리적 유연성의 매개효과

이경희,이창현 국제인문사회연구학회 2024 Studies on Humanities and Social Sciences (SHSC) Vol.6 No.3

자기 불일치가 우울에 미치는 효과:사회적 지지로 조절된 심리적 유연성의 매개효과 이 경 희ㆍ이 창 현 연구 목적: 자기불일치가 우울에 미치는 효과는 널리 알려졌지만 어떠한 심리적 과정을 거치는지에 대해서는 알려지지 않았다. 따라서 본 연구에서는 자기불일치와 우울의 관계를 심리적 유연성이 매개하는지 살펴보고, 사회적 지지가 이러한 매개효과를 조절하는지를 검증하고자 하였다. 연구 방법: 전국에 거주하는 연구대상 219명을 대상으로 온라인 설문을 실시하여 조절된 매개효과에 대한 검증하기 위해 변인간 상관분석, 매개효과분석, 조절효과분석을 함께 실시하였다. 연구 내용: 첫째, 자기불일치와 우울의 관계에서 심리적 유연성의 매개효과가 유의하였다. 둘째, 심리적 유연성과 우울의 관계를 사회적 지지가 조절하였다. 셋째, 자기불일치와 우울의 관계에 대한 심리적 유연성의 매개효과가 사회적 지지에 의해 조절되는 것으로 나타났다. 결론 및 제언: 이러한 결과는 상담 현장에서 자기불일치로 인해 내담자가 우울을 호소할 때, 심리적 유연성 혹은 사회적 지지를 포함한 개입을 실시할 필요성을 시사한다. 핵심어: 자기불일치, 심리적 유연성, 사회적 지지, 우울, 조절된 매개효과 Effect of Self-discrepancy on Depression:Mediating Effect of Psychological Flexibility by Social Support Kyunghee Lee* & Changhyun Lee** Abstract: This study examines whether social comparison tendency mediates the relationship between intolerance of uncertainty and social anxiety, and to verify whether self-compassion modulates this mediating effect. For this purpose, 230 adults were measured through self-report surveys for intolerance of uncertainty, social anxiety, social comparison tendency, and self-compassion. Analysis, First, in the relationship between intolerance of uncertainty and social anxiety, the mediating effect of social comparison tendency was found to be significant. Second, the moderating effect of self-compassion was significant in the relationship between social comparison tendency and social anxiety. Third, it was found that self-compassion moderated the mediating effect of social comparison tendency on the relationship between intolerance of uncertainty and social anxiety. These results suggest the need for intervention on social comparison tendency and self-compassion in counseling settings when clients complain of social anxiety due to intolerance of uncertainty. Key Words: Self-discrepancy, Psychological Flexibility, Social Support, Depression, Moderated Mediating Effect □ 접수일: 2024년 5월 1일, 수정일: 2024년 6월 10일, 게재확정일: 2024년 6월 20일* 주저자, 나담심리상담센터 상담사(First Author, Counselor, Nadam Counseling Center, Email: honglee3@hanmail.net)** 교신저자, 하나임상심리연구소 소장(Corresponding Author, Director, Hanaimsang Institute, Email: diapanna@gmail.com)

THE EFFECTIVENESS OF GLOBAL BRANDS SOCIAL MEDIA COMMUNICATION IN CHINA: EVIDENCE FROM WEIBO

Ke Chen,Yi Xie,Luping Zhu,Zhuzhu Xu 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Social media communication has become a popular way for firms to engage with customers. Research shows that firms/brands engagement with fans or customers on social media is effective to improve brand equity (Kim & Ko, 2012), drive sales (eMarketer, 2015), and enhance both transactional and relational customer behaviour (Kumar, Bezawada, Rishika, Janakiraman, & Kannan, 2016). Given the influences of social media communication, how brands effectively engage with fans or followers on social media is an important question for marketers. Most research on this topic is from the applied psychology and consumer behaviour literature, whose theories and content are dominantly tested in laboratory setting. Very few research (e.g., Lee, Hosanagar, & Nair, 2017) applied real behaviour data of field settings to study this issue. Additionally, existent research primarily focuses on social media like Facebook and Twitter in developed counties. To our knowledge, no research examines global brands social media communications in developing country, like China. Due to the policy constraints, people in mainland China have no access to foreign social media platforms. There is a local social media platform in China, named Weibo. Weibo is a NASDAQ-listed company and has nearly 100 million active users monthly. Many brands, both global and local ones, have created Weibo accounts and keep engaging with their fans. For example, there are 1,452 luxury brands and 3,707 beverage brands or firms on Weibo (Weibo Data Centre, 2017). This paper focuses on global brands’ communication practices on Weibo. The purpose of this paper is to analyse how brand posts that global brands put on their social media page are correlated with fan engagement. By using real data form Weibo, we answer the following questions: (1) what attributes of brand posts on Weibo do affect fan engagement with global brands? (2) how do these attributes affect fans engagement behaviour (i.e. liking, sharing, and commenting) differently? Conceptual Framework We decompose the attributes of global brand social media posts into five aspects, which are proposed to affect fans engagement. The first two aspects, interactivity and vividness, are derived from computer-mediated-communication research (Frotin & Dholakia, 2005; Hoffman & Novak, 1996). The next two, informative and emotional attributes, are developed from the literature of advertising (Hong, Muderrisoglu, & Zinkhan, 1987; Geuens, Pelsmacker, & Faseur, 2011). The last one is localization-related attributes, which is from global marketing communication literature (Kanso & Nelson, 2002) to capture the special characteristics of global brand posts on a local social media platform. We argue that all these five aspects of global brand posts affect fans engagement on brand page. Fans engagement is conceptualized as fans behavioural response to brand posts, which will influence attitude and behaviour of other fans. There are three kinds of fans responses on brands social media page, i.e., liking, sharing and commenting. We do control the time and date of post issued, the text length of post, whether having celebrity in post, whether related to a remarkable event, the number of followers of brand on Weibo, and product category. Interactivity Interactivity is defined as “the degree to which two or more communication parties can act on each other, on the communication medium, and on the messages and the degree to which such influences are synchronized” (Liu & Shrum 2002, p.54). Interactivity requires two-way interaction between not only customers and companies, but customers themselves (Hoffman & Novak, 1996). Brand posts on Weibo differ in the degree of interactivity. Some posts only have text, picture, or video to deliver messages of brands, which has no possibility to interact with fans. Some posts include a link that fans can click to get more information, which enhances the interactivity of communication. Other posts have questions, which stimulate interaction with fans and followers. There are posts inviting people to indicate their like or comment on social media, which are considered as high interactivity as well. Advertising research has found the positive correlation between interactivity of ads and consumers’ attitude (Coyle & Thorson, 2001). De Vries, Gensler and Leeflang (2012) found interactivity of brand post on brand fan pages partially positively related to brand popularity (measured by number of likes and comments). Empirical research (Lee et al., 2017) using Facebook data showed that having links negatively associated with customer engagement, and having questions increased comments but reduced likings. For the inconsistent findings in the literature, we re-examine this relationship by focusing on global brands on a not well-examined Chinese social media, Weibo. Vividness Vividness refers to the format richness of the message (Daft & Lengel, 1986; Fortin & Dholakia, 2005). As for brand posts, vividness is reflected by the number of sensory dimensions and senses presented (text, colours, pictures, and videos, etc.). The degree of vividness influences what and how multiple senses are stimulated (Coyle & Thorson, 2001). For example, a picture post will activate more senses than a text post because the former has colour that stimulates sight more vividly than the later. Vividness is related to but differs from interactivity. Interactivity focuses on the characteristic of two-way interaction of the communication, while vividness stands for the multiple senses stimulated by the communication. Some advertising research found that a vivid web advertisement results in higher attention and more clicks (Lohtia, Donthu, & Hershberger, 2003). As a result, we differentiate vividness of each post and predict that more vivid post associated with higher customer engagement. A vivid post attracts more likes, shares and comments. Localization-related attributes Localization-related attributes are symbols that posts have reflecting the characteristics of local culture and people. The debate of globalization (standardization) versus localization has lasted several decades. Even though a global standardized marketing strategy saves money and gains scale economy, the localization approach (Keegan, 1969) is supported by the reality that each market has unique tastes. In the international advertising literature, some scholars found that many multinational firms “plan globally and act locally” (Blackwell, Ajami, & Stephan, 1991). “Global-local dilemma” exists when global luxury brands internationalize into the Chinese market (Liu et al., 2016). The marketing communication research found that it is not advised for global brands to use the same appeals and symbols in advertising across different countries (Kanso & Nelson, 2002). In other words, the combination of global advertising theme and local communication expertise can result in enhanced effectiveness. We propose, on Weibo, people are more actively engaged to like, share, or comment global brand posts when Chinese elements, such as Chinse handwriting, Chinese festivals, and Chinese celebrity spokespeople, are present. Informative attributes Besides interactivity and vividness, which capture the format characteristics of global brand posts, content-related attributes are associated with customer engagement as well. Informative content is an important side of content attributes. One important function of brand posts is to deliver messages to customers. Research shows that on social networks people tend to have positive attitudes towards informative ads (Taylor, Lewin, & Strutton, 2011). Global brand posts with specific information should result in higher customer engagement than less informative posts. Additionally, global brand posts on social media may have different types of marketing information, such as product, price, promotion and placerelated ones respectively. The posts with varying degree of informative content may change customer engagement as well. Emotional attributes Emotional attributes are another side of the content characteristics of brand posts besides informative ones. Advertising research shows that using emotion appeal in ads is an effective way to gain people attention and generate actions (Holbrook & Batra, 1987). Emotional connections between customers and brands are considered more stable than cognitive association (Heath, Brandt, & Nairn, 2006). Some scholars find that emotional appeal on banner advertising result in positive effects on click-through rates in both B2B and B2C contexts (Lohtia et al., 2003). Empirical research (Lee et al., 2017) on Facebook shows that perceived emotion in brand posts strongly boost users’ likes and comments. Similarly, we propose that emotional attributes of global brand posts on Weibo are correlated with fans engagement. We conceptualize emotional attributes with three elements, emotional tone, emotional icon and emotional core. Emotional core reflects the type of emotions, such as humour, happiness, and love, etc. Emotional tone stands for the strength of emotion, i.e. the emotion is weak or strong. Emotional icon refers to whether the content of posts has emotional symbols, which can take form of icons or net slangs. Research Design Operationalization Dependent variables Customer engagement is operationalized as three variables, the number of likes, the number of shares, and the number of comments of each global brand post. Independent variables Vividness. Vividness is operationalized as four categories standing for different vividness degree, text only, (text and) static picture, (text, static and) animated picture, (text, picture and) video. Interactivity. Interactivity is operationalized as five 0-1 variables, having link, having question, having invitation/incentive to like, having invitation/incentive to share, having invitation/incentive to comment. Localization-related attributes. This part is operationalized as four 0-1 variables, having Chinese culture image, having Chinese culture colour, having Chinese festival, and having Chinese celebrity spokespeople (we include celebrity as a control variable). Informative attributes. This part is operationalized as seven 0-1 variables, whether a post having information of (1) brand name, (2) promotion/trial, (3) price, (4) segmentation, (5) product lunch time, (6) purchase distribution, and (7) public relation event. Emotional attributes. This part is operationalized as three variables, (1) emotional icon, a 0- 1 variable, having emotional symbols or not, (2) emotional core, a categorical variable, different type of emotions identified by surveyed respondents, and (3) emotion tone, a scalerating variable from 1 to 3, standing for none, weak and strong emotion. Control Variables. There are five control variables, (1) time of posts, including date and hour; (2) length of posts, i.e., the number of Chinese characters; (3) celebrity, whether there is a celebrity in a post; (4) event, whether a post is related to a remarkable event; (5) the number of fans of brand, and (6) product category (3 dummy variables to differentiate four categories). Data We chose 6 global brands across five product categories, specifically, beverage (Coca-cola and Starbucks), cosmetics (Olay and L’Or?al), and sports (Nike and Adidas). All these global brands created Weibo account before 2012 and have cumulated a large number of followers. We select the posts from Sept. 1, 2016 to Feb. 28, 2017, within 6 months. This time duration is long enough to get analytical data. This period covers main Chinese traditional festivals, such as Mid-Autumn Festival, National Day, and Chinse New Year, which results in more variances in localization-related variables. Data were collected through two stages. The first stage was to download raw data from Weibo’s brand pages with Internet worm program directly. Each brand has its page which contains all posts it issued and the number of people’s likes, shares, and comments for each post. The second stage is to code content and get the final dataset. Most of 0-1 variables, such as interactivity, localization-related attributes, and informative attributes were coded by two research assistants. Variables of vividness were also coded by them. Variables of emotional attributes were coded by a survey to ask 500 Weibo users. This survey-based coded method is well applied in published research (e.g., Kumar et al., 2016; Lee et al., 2017). Model The three dependent variables, the numbers of likes (y1), shares (y2), and comments (y3), are count data with a Poisson distribution. As a result, the basic model is as following: ?ij = ? + ???(Σ3p=1 ?1p ?????pj + Σ5q=1 ?2q ?????qj + Σ4r=1 ?lr ?????rj + Σ7s=1 ?4s ????sj + Σ3p=1 ?5t ????tj + ?6 ????j + ?7 ????j + ?8 ???j + ?9 ????j + ?10 ?????j + ?11 #??????j + Σ4u=1 ?12u ??????uj) + ?ij (1) Expected Results This research is among the first initiative to examine social media communication in China. We are still working on the data analysis so far. We intend to identify the influence of global posts on fans engagement, which are from not only the content of posts (informative and emotional attributes), but also the design of posts (vividness and interactivity), and especially the localization considerations. We expect to find that the content foci differ fans engagement. Posts of sales promotion should be more effective to enhance fans engagement than those of product demonstration. We can identify what form of posts stimulates fans participation more effectively. We will know whether a video post is more effective than a picture post. Most interestingly, we will know how the posts combined with Chinese cultural elements on social media are responded. For example, we could compare the difference between posts having foreign and local celebrity people. We will know how different customer engagement behaviour influence by the same characteristic of posts. We can identify the most influential factors to each of three customer responses (liking, sharing, and commenting). Comparing with the research using data from Facebook or other social media outlets, we can obtain implications guiding global brands to implement social media strategy across countries.

어머니가 지각한 일상에 미치는 코로나19 영향과 유아의 사회적 유능성의 관계: 어머니의 사회적 유대감과 양육스트레스의 순차매개효과

홍예지 한국아동학회 2022 아동학회지 Vol.43 No.1

Objectives: The purpose of this study was to investigate the impact of COVID-19 on daily lives and their children’s social competence, as perceived by mothers, through sequential mediating effects of the mothers’ social connectedness and parenting stress.Methods: Participants were 315 mothers with children 3-5 years old in Korea. An online survey using a questionnaire was conducted and preliminary analyses were carried out as descriptive statistics using SPSS Statistics 22.0. Research models were examined by confirmatory factor analysis and structural equation modeling, and bootstrapping analysis was conducted using Mplus 8.4 program.Results: The results revealed that the COVID-19 impact on daily life as perceived by mothers did not show a significant direct effect on their children’s social competence. However, it had a significant indirect effect on children’s social competence through the mothers’ parenting stress, but a nonsignificant effect through the mothers’ social connectedness. Additionally, it had an indirect effect on children’s social competence through sequential mediating effects of both, the mothers’ social connectedness and parenting stress.Conclusion: These findings empirically confirmed the relationships among the perceived impact of COVID-19, mothers’ social connectedness, parenting stress, and their children’s social competence. Furthermore, the results illustrated that high levels of COVID-19 impact on daily lives could lead to low levels of children’s social competence through the effects of mothers’ social connectedness and parenting stress, suggesting a comprehensive framework of social contextual and parenting socio-psychological factors to understand children’s social competence. Therefore, the findings could help to identify points of effective intervention for children’s social-emotional development within a context of mother-child relation in the current epidemic situations.

대학생의 내현적 자기애와 사회불안의 관계: 사회부과 완벽주의와 자기개념 명확성의 이중매개 효과

전유나,조한익 학습자중심교과교육학회 2024 학습자중심교과교육연구 Vol.24 No.4

목적 본 연구에서는 대학생들의 내현적 자기애가 사회불안에 미치는 영향을 알아보고, 내현적 자기애와 사회불안의 관계에서 사회부과 완벽주의와 자기개념 명확성의 이중 매개효과를 검증하고자 하였다. 방법 이를 위하여 남녀 대학생 288명을 대상으로 내현적 자기애 척도, 사회적 상호작용 불안 척도, 사회부과 완벽주의 척도, 자기개념 명확성 척도를 활용하여 설문을 시행하였다. 수집된 자료는 SPSS 24.0 와 Process Macro를 사용하여 변인들의 상관을 분석하고 이중 매개효과를 검증하였으며 간접효과 유의성을 검증하기 위해 부트스트래핑(Bootstrapping)을 실시하였다. 결과 연구의 결과는 다음과 같다. 첫째, 내현적 자기애는 사회부과 완벽주의, 사회불안과 유의한 정적 상관, 자기개념 명확성과는유의한 부적 상관이 나타났다. 사회부과 완벽주의는 사회불안과 유의한 정적 상관, 자기개념 명확성과 유의한 부적 상관이 나타났으며, 자기개념 명확성은 사회불안과 유의한 부적 상관이 나타났다. 둘째, 사회부과 완벽주의는 내현적 자기애와 사회불안의 관계를매개하지 않는 것으로 나타났다. 셋째, 자기개념 명확성은 내현적 자기애와 사회불안의 관계에서 부분 매개효과를 나타냈다. 넷째, 내현적 자기애와 사회불안의 관계에서 사회부과 완벽주의와 자기개념 명확성은 이중 매개효과를 나타냈다. 결론 본 연구를 통해 사회불안으로 상담센터를 내방하는 내현적 자기애 성향이 높은 대학생들에게 효과적인 상담 개입 방향을 제시한다는 점에서 의의가 있다. Objectives The purpose of this study is to identify the effects of covert narcissism on social interaction anxiety in university students and also to verify the double effects of socially-prescribed perfectionism and self-concept clarity in the relationship between the covert narcissism and social interaction anxiety. Methods For this, survey has been conducted on 288 male and female university students in the use of covert narcissism scale(CNS), social interaction anxiety scale(SIAS), socially-prescribed perfectionism scale (HMPS), and self-concept clarity scale(SCCS). For collected data, correlation among variables has been verified by using SPSS 24.0 and Process Macro along with dual mediation effect. At the same time, bootstrapping was conducted to verify the significance of indirect effect. Results Results of the study are as follows. First of all, it turned out that there was a significant correlation among the covert narcissism, social anxiety, socially-prescribed perfectionism, and self-concept clarity. Covert narcissism turned out to be significantly positively correlated with socially-prescribed perfectionism and social anxiety but to be significantly negatively correlated with self-concept clarity. Socially-prescribed perfectionism turned out to be positively correlated with social anxiety but to be significantly correlated with self-concept clarity. Social-concept clarity turned out to be significantly correlated with social anxiety. Secondly, socially-prescribed perfectionism turned out to be correlated with the covert narcissism and social anxiety. Third, self-concept clarity turned out to have a partial mediation effect in the relationship between the covert narcissism and social anxiety. Fourth, there was a dual mediation effect on socially-prescribed perfectionism and self-concept clarity in the relationship between the covert narcissism and social anxiety. Conclusions This study is meaningful to suggest a direction of efficient consultative involvement for university students with high level of the covert narcissism who visit counseling center due to social anxiety.