Yonjoo Cho, Jieun You, Yuyeon Choi, Jiyoung Ha, Yoon Hee Kim, Jinsook Kim, Sang Hee Kang, Seunghee Lee, Romee Lee and Terri Kim
The purpose of this qualitative study is to explore how highly educated women respond to career chance events in a Korean context where traditional cultural values and…
Abstract
Purpose
The purpose of this qualitative study is to explore how highly educated women respond to career chance events in a Korean context where traditional cultural values and male-dominated organizational culture coexist.
Design/methodology/approach
The authors conducted 50 semi-structured interviews with highly educated women operationalized as women with doctoral degrees in and out of Korea. The authors used a collaborative research process with a team of ten Korean-born researchers who have built consensus on research themes through discussions on the collection and analysis of a large data set, thus reducing the researcher bias issue inherent in qualitative research.
Findings
In an analysis of the interview data collected, the authors report on three themes: before obtaining a doctoral degree, during and after their doctoral study and responses (coping strategies) to chance events in their careers. Highly educated women’s pursuing a doctoral degree was a way to maintain work–life balance in Korea where women are expected to take a primary caregiver role. After obtaining a doctoral degree, participants struggled with limited job opportunities in the male-dominated higher education. Women’s unplanned and unexpected chance events are intertwined with the male-dominated culture in Korea, and career interruptions as such a chance event, whether voluntary or involuntary, happened largely due to family reasons. In this context, highly educated women responded to chance events largely at individual and family levels and articulated the need for support at organizational and government levels.
Research limitations/implications
The study findings confirm the literature that women’s careers are limited by traditional family roles in non-Western countries where strong patriarchal culture is prevalent. Particularly, women’s career interruptions surfaced as a critical chance event that either disrupts or delays their careers largely because of family issues. Future research is called for to identify both individual and contextual factors that influence women’s decisions on voluntary and involuntary career interruptions as their responses to chance events.
Practical implications
Based on highly educated women’s coping strategies largely at individual and family levels, we suggest national human resource development policies put in place not to lose out on the opportunity to develop highly educated women with doctoral degrees as a quality workforce for a nation’s sustainable economic growth. Additionally, organizations need to be aligned with the government policies and programs for the provision of developmental programs for women in the workplace, beginning with highly educated women’s career planning, while creating organizational culture to promote gender equality as a long-term goal.
Originality/value
The participants’ voluntary career breaks helped them care for their children, be involved in their children’s education, reflect on work–life balance after having long hours of work for many years and move forward with personal satisfaction. Voluntary career breaks can be understood as highly educated women’s unique way of responding to chance events.
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Jiyoung Kim, Jihye Ellie Min and Linh Ha Le
Adopting the theory of parasocial interaction (PSI) and schema theory, this study proposes that a brand’s personalized response and brand familiarity on a corporate blog will lead…
Abstract
Purpose
Adopting the theory of parasocial interaction (PSI) and schema theory, this study proposes that a brand’s personalized response and brand familiarity on a corporate blog will lead to higher perceived brand similarity, credibility and blog recommendation intention.
Design/methodology/approach
A 2 (brand familiarity: high, low) × 3 (brand responses: none, automated and personal) experimental design was developed to test the hypothesized relationships. A total of 474 qualified data were collected using an online survey. ANOVA was utilized to test the research hypotheses.
Findings
Study results revealed that personalized messages lead to stronger perceived brand similarity, credibility and blog recommendation intention than those exposed to automated and no response. Brand familiarity also significantly influenced perceived brand similarity, brand credibility and blog recommendation intention. Further, the study analysis revealed an interesting interaction effect between brand awareness and brand response on recommendation intention.
Originality/value
The study provides meaningful implications and suggestions for the effective corporate blogging strategy to influence consumers’ attitudes and image toward brands and establish strong brand equity and relationships with customers.
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Jiyoung Kim, Sejin Ha and Clarissa Fong
This study aims to investigate consumer perception of community and employee oriented CSR program, and examine how retailers' CSR activities lead to social (i.e. legitimization…
Abstract
Purpose
This study aims to investigate consumer perception of community and employee oriented CSR program, and examine how retailers' CSR activities lead to social (i.e. legitimization) and financial support. Further, by taking the social context into account, this research examine the moderating effect of consumer engagement in community social capital on the relationship between perceived retailers' CSR action and retailer legitimization.
Design/methodology/approach
Pre-test was conducted with 144 students to validate the measurement model. A total of 220 responses from US consumers were used for the main-test, and multiple group analysis in structural equation modeling (SEM) was employed in order to test the structural model.
Findings
The result indicates that when retailers are perceived as adhering to social norms through their CSR actions, they gain legitimacy and support from the consumers within the community. Further, consumer social capital moderates the relationship between perceived CSR and retailer legitimacy.
Practical implications
Findings of this research can provide retail marketers with practical implication in developing their CSR strategy catering to the community members. Understanding consumers with higher level of social capital investment will increase the capability and effectiveness of the retailers' CSR activities.
Originality/value
This research offers theoretical contributions to the current research stream of CSR studies by testing the moderating effect of consumers' engagement in the social environment on consumers' legitimization and support toward retailers that perform CSR activities. This study also provides new perspective on assessing the outcome of retailers' CSR actions by focusing on both social and financial dimensions.
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Equisetum arvense L. (Equisetum) is a weed that is very difficult to remove because of its deep roots. The purpose of this paper is to examine the dyeability and antioxidant…
Abstract
Purpose
Equisetum arvense L. (Equisetum) is a weed that is very difficult to remove because of its deep roots. The purpose of this paper is to examine the dyeability and antioxidant activity of Equisetum extracted from hot water.
Design/methodology/approach
Dry Equisetum was extracted at 100°C for 2 h, and its dyeability according to time, temperature and repetition cycle, and the mordant effect by skim milk powder were confirmed. The color change according to the K/S, fastness to rubbing, light, sweat and washing, UV protection rate and antioxidant activity were evaluated.
Findings
UV‒Vis spectroscopy showed that the Equisetum extract contained a flavonoid compound. The addition of Equisetum to artificial silk produced the greatest color difference when dyed at 60°C for 1 h, and the K/S value increased slightly after the pre-mordant treatment. In the fastness test, light and washing had no significant effect, but the fastness to rubbing was very good at Grades 4 and 5, and there was also a considerable improvement in the UV protection rate. The antioxidant activity of the extract was confirmed by an analysis of the radical scavenging ability through the DPPH (1,1-diphenyl 2-picryl-hydrazyl) and ABTS ([2,2’- azino-bis (3-ethylbenzothialzoline-6-sulfonic acid) diammonium salt]) tests.
Originality/value
These results revealed a new natural antioxidant-containing dyestuff, weed grass, which is easy to obtain, easy to use as a dyeing material and has excellent antioxidant activity in an extracted dye solution and dyeing fabric.
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Dohyung Bang, Kyuwan Choi and Alex Jiyoung Kim
Receiving Michelin stars is considered an effective marketing tool and a prestigious certification in the restaurant industry. However, the direct effects of Michelin stars on…
Abstract
Purpose
Receiving Michelin stars is considered an effective marketing tool and a prestigious certification in the restaurant industry. However, the direct effects of Michelin stars on restaurant performance remain unclear. To bridge this gap, this study aims to empirically validate the “Michelin effect” on the consumption values of restaurant patrons before and after receiving Michelin stars.
Design/methodology/approach
The data, collected from OpenTable, consist of over 160,000 reviews written for 218 restaurants, including 109 Michelin-starred (treatment group) and 109 nonstarred restaurants (control group). The authors measure perceived consumption value using the collected user-generated review data. The authors estimate fixed-effect difference-in-differences regressions to validate the Michelin effect.
Findings
Michelin stars enhance social, hedonic and service quality values, which are nonfunctional values. However, no significant effects on functional consumption values, such as economic, food quality and ambience quality values, are observed, even though Michelin stars are pure awards for kitchen performance.
Practical implications
Michelin stars can be an effective marketing tool for fine-dining restaurants because customers consider emotional and nonfunctional benefits such as hedonic and social values, which are more important than functional benefits such as food value. Furthermore, Michelin effects are heterogeneous depending on the number of stars awarded, price range and customers’ gastronomic involvement. These offer a strong rationale for monitoring social media, which may help managers better understand their customers and improve their performance.
Originality/value
This study extends the current literature on the Michelin effect by quantifying consumption values using user-generated review data. To the best of the authors’ knowledge, this study offers the first empirical evidence that directly validates the Michelin effect.
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Jiyoung Hwang and Merlyn A. Griffiths
This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative…
Abstract
Purpose
This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative consumption and how such relationships may be moderated.
Design/methodology/approach
Two scenario-based online studies were conducted with young consumers concerning several collaborative consumption services.
Findings
Using structural equation modeling, the authors found that specific dimensions of value perceptions (utilitarian, hedonic and symbolic) have differing effects on young consumers’ attitude and empathy toward collaborative consumption services. The analysis shows no moderating effects for perceived consumer effectiveness (Study 1 and Study 2) but a significant moderating effect for consumer innovativeness (Study 2).
Research limitations/implications
This research identifies important factors for the attitudinal and behavioral outcome of young consumers, an important consumer group for the emerging trend of collaborative consumption. Also, the role of empathy and two personal traits offer insights.
Practical implications
Substantively, the findings guide marketers in the sharing economy in elevating their strategic tactics and effective approaches to reach this important consumer group.
Originality/value
Given the paucity of research on consumer groups in this context, the current research breaks new ground by investigating value perceptions and empathy as drivers of positive reactions and moderating factors within the collaborative economy.
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Jiyoung Lee, Ningyang Ocean Wang and Rebecca K. Britt
When facilitating transmission of health information from government officials to the public, social media employs algorithms that selectively expose users to specific…
Abstract
Purpose
When facilitating transmission of health information from government officials to the public, social media employs algorithms that selectively expose users to specific perspectives, even for accurate health-related information from official sources. The purpose of this study was to explore impact of algorithm-driven comments characterized by different emotional tones (i.e. positive vs. negative vs. mixed) on users’ perceptions of credibility of corrective information to examine misinformation about flu vaccines aimed at young adults. Additionally, this study explored how prior misinformation credibility acted as an intervening variable in shaping the impact of algorithmically generated comments with diverse emotional tones on credibility of corrective information, with algorithm credibility serving as a mediator.
Design/methodology/approach
An online experiment was conducted with 275 participants recruited from Amazon Mechanical Turk (MTurk). Young adults from the USA aged between 18 and 35 years who were also users of Instagram were eligible for participating in this study as this study utilized Instagram platform for stimuli.
Findings
Results highlighted a diminished impact of algorithm-generated negative comments on perceived credibility of corrective information. Additionally, individuals with high misinformation credibility demonstrated a stronger tendency to trust algorithms featuring negative comments, underscoring the significant impact of algorithm-driven negativity in shaping trust dynamics for this group. Notably, credibility of the algorithm among individuals with high misinformation credibility did not translate into increased credibility for corrective information. This suggests that strategically designing algorithms to emphasize supportive or diverse opinions can be an effective approach to alleviate potential negative consequences associated with accurate information.
Originality/value
This research signifies the initial effort to disentangle the dynamics between negativity bias and cue routes within the algorithmic framework, shaping individuals’ perceptions of credibility of accurate health-related information contingent on accompanying comments. In the context of social media platforms that embrace diverse opinions, it emphasizes the critical necessity for tailored algorithmic strategies to effectively deliver accurate information.
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Jiyoung Hwang and Jay Kandampully
This study aims to investigate the roles of three emotional factors (self‐concept connection, emotional attachment, and brand love) in the context of younger consumer‐luxury brand…
Abstract
Purpose
This study aims to investigate the roles of three emotional factors (self‐concept connection, emotional attachment, and brand love) in the context of younger consumer‐luxury brand relationships.
Design/methodology/approach
The main data collection was done via a self‐selected online survey of a representative group of younger consumers. Data analysis was performed with structural equation modelling and multidimensional scaling.
Findings
Three emotional factors enhance younger consumers' brand loyalty, but the strength of the impact varies. Emotional attachment has the strongest impact on brand loyalty, followed by self‐concept connection and brand love. Self‐concept connection increases brand love as well as emotional attachment. The result of perceptual mapping shows different perceptions of the luxury brands in younger consumers' minds.
Research limitations/implications
Generalizability needs to be established with a wider range of younger consumer groups. The insights on younger consumers' brand relationships help brand managers devise effective brand management strategies.
Originality/value
This study is the first attempt to identify the importance of emotional aspects in younger consumer‐brand relationship. The current study extends branding literature by shedding lights on the roles of emotional factors in brand management, which also help brand managers.
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Jiyoung Kim and Sharron J. Lennon
This research extends Mehrabian and Russell's Stimulus‐Organism‐Response model to include both external (i.e. reputation) and internal source of information (i.e. website quality…
Abstract
Purpose
This research extends Mehrabian and Russell's Stimulus‐Organism‐Response model to include both external (i.e. reputation) and internal source of information (i.e. website quality) as stimuli which affect consumers' response systems. The purpose of this paper is to test a more comprehensive model consisting of reputation and website quality (stimuli), cognition and emotion (organism) and purchase intention (response).
Design/methodology/approach
In total, 219 usable questionnaires were obtained at a large Midwestern university through online survey. Structural equation modeling (SEM) was employed for data analyses.
Findings
Reputation had a significant positive effect on consumers' emotion and significant negative effect on perceived risk. All four website quality dimensions had significant negative effects on perceived risk and significant positive effects on emotion, except for customer service. Perceived risk had a significant negative effect on consumers' emotion, and both perceived risk and emotion had a significant impact on purchase intention.
Research limitations/implications
This research employed convenience sampling, which resulted in a majority of female respondents. The results may be generalized to a limited extent.
Originality/value
This study allows for empirical examination of the different effects of various components of retail websites on emotion, perceived risk and behavioral intentions. This research will add value to the related literature by filling the void of previous research and also will provide practical implications for online retailers on designing and maintaining positive consumer response. Strength of the research lies in its ecological validity, since respondents were not simply all reacting to the same single stimulus.
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Jiyoung Kim, Kiseol Yang and Bu Yong Kim
The purpose of this study is to investigate cross cultural differences in the impact of online retailer reputation and retail quality on consumers' emotional and cognitive (i.e…
Abstract
Purpose
The purpose of this study is to investigate cross cultural differences in the impact of online retailer reputation and retail quality on consumers' emotional and cognitive (i.e. perceived risk) reactions, which lead to purchase intention, based on stimulus‐organism‐response (S‐O‐R) model.
Design/methodology/approach
Two cultures, US (individualism, low uncertainty avoidance) and South Korea (collectivism, high uncertainty avoidance) were chosen for comparison for their contrast in cultural characteristics. Multiple group analysis in structural equation modeling (SEM) was employed in order to compare the structural model in two different cultures.
Findings
The results indicate that while the overall mechanism underlying the decision making process is similar for the two countries, differences are found in the relative importance of the factors determining consumers' cognitive and emotional reactions as well as their intention to purchase online.
Research implications/limitations
The majority of the respondents were female and their evaluation was mostly towards online apparel websites. It did not bias the result of this study as the two sample sets were comparable in their demographics and online shopping behavior, yet the result may be generalized to a limited extent.
Practical implications
The results suggest that retailing strategy may vary in response to cultural differences. In East Asian countries that share Confucian values, targeting consumer emotion through experiential cues may not yield as significant result as it may in the USA.
Originality/value
This study will add value to the current literature by examining the cultural difference in consumer psychological process and its consequent effect on purchase intention focusing on reputation as key external stimuli.