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Article
Publication date: 11 July 2016

Wonjun Chung, Jinbong Choi, Chang Wan Woo, Soobum Lee and Christina E. Saindon

This paper investigates whether building a nuclear power plant in a community would inherently bring local conflict phenomena such as “not in my back yard (NIMBY)”, focusing…

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Abstract

Purpose

This paper investigates whether building a nuclear power plant in a community would inherently bring local conflict phenomena such as “not in my back yard (NIMBY)”, focusing especially on the interactive effect between different types of local publics and their exposure to either a supportive or opposing message about a hypothetical local governmental plan to build a nuclear power plant on community participation intentions.

Design/methodology/approach

Applying the two theoretical frameworks (situational theory of publics and social exchange theory) to NIMBY, this study used a quantitative approach by using 471 participants in a 4 (publics: active, aware, aroused or inactive) × 2 (advocacy message type: supportive or opposing message) experimental design.

Findings

The results showed that regardless of message types, active publics were more likely to participate in community activities than any other public, but this group strongly opposed the harmful facility, while inactive publics continued to be inactive. However, aware and aroused publics were significantly influenced by messages.

Originality/value

The rationale and findings of this research are original, as they have not been published previously, and are not being simultaneously submitted elsewhere. This research should contribute to the broad body of knowledge and practices in community-based conflict issues in terms of risk management. It is believed that the discussion and implications of the findings should raise interesting areas for further research.

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Article
Publication date: 1 July 2011

Wonjun Chung and Chang Wan Woo

This study investigated whether the 2008 summer Olympic Games improved the country image of China among foreign consumers. It examined the extent to which the changed country…

1022

Abstract

This study investigated whether the 2008 summer Olympic Games improved the country image of China among foreign consumers. It examined the extent to which the changed country image contributed to its product image. A quasi-experimental research design was used, with surveys taken two months before and two months after the event. The results showed that hosting the Olympics significantly improved the country image of China but did not affect the image of its products in a positive way.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 24 May 2011

Taejun (David) Lee, Wonjun Chung and Ronald E. Taylor

This paper aims to investigate how the US financial services organizations (FSOs) provided marketing information and the way they strategically used various appeals through their…

4576

Abstract

Purpose

This paper aims to investigate how the US financial services organizations (FSOs) provided marketing information and the way they strategically used various appeals through their advertising before and during the current financial crisis.

Design/methodology/approach

This takes the form of a content analysis examining a total of 2,480 financial services ads (FSA) in print magazines within two periods – the two years before the crisis (2005 to 2006) and the two years during the crisis (2007 to 2008).

Findings

This study showed three significant findings: because of the economic struggle, there was a significant decline across the two periods in the total number of yearly FSA; the economic crisis led to a significant increase in the use of informational message strategies across all FSOs; and financial value and atmospherics appeals were predominant after the crisis. However, each FSO used appeals in a different way.

Research limitations/implications

This study focused on only print media. A future research project aimed at other traditional media such as television and new media such as the internet or weblogs could provide additional analysis of financial advertising strategies.

Practical implications

The findings of this study suggest that FSOs may rely much more heavily on informational than on transformational approaches during an economic crisis. The findings may provide further valuable implications for non‐profit institutions and international marketers.

Originality/value

This study contributes in several ways to understanding of the strategic communicative reactions of FSOs during the crisis.

Details

Journal of Services Marketing, vol. 25 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

Available. Content available
Article
Publication date: 22 February 2013

8

Abstract

Details

Journal of Services Marketing, vol. 27 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 30 January 2024

Wooyoung (William) Jang, Wonjun Choi, Min Jung Kim, Hyunseok Song and Kevin K. Byon

This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and…

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Abstract

Purpose

This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and additionally adopted streamer identification and esports game identification as moderating variables.

Design/methodology/approach

Data were collected from streamers' esports content streaming viewers over 18 years of age using an online survey in Amazon M-Turk (N = 307). Based on past esports live-streaming weekly watching hours, which range from 1 to 45 h, the participants were divided into lower (n = 152) and higher (n = 155) frequency groups. PLS-SEM and bootstrapping techniques were used to test the moderated mediation relationships among the constructs.

Findings

This study found a negative moderating effect of past watching experience on the relationship between attitudes and behavioral intention, and it positively moderated the path between perceived behavioral control and behavioral intention. Also, it was found statistically significant direct impacts of streamer identification (STI) and esports game identification (EGI) on attitude and subjective norms. While the indirect impact of STI on behavioral intention through attitude was statistically significant, there were no significant indirect impacts of EGI on attitude and behavioral intention through subjective norms.

Originality/value

Theoretically, this study extends the TPB model by exploring the two identifications (i.e. streamers and esports games) as antecedents of the focal TPB factors (i.e. attitudes, subjective norms and perceived behavioral control) and the moderating effect of prior experience based on high/low weekly watching frequencies. Practically, content creators of esports live-streaming and live-streaming platform managers can use the study’s findings to develop strategies to nurture their current and future viewership.

Details

International Journal of Sports Marketing and Sponsorship, vol. 25 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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