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CSR활동의 내부 마케팅 효과 연구 -기업명성과 임직원들의 직무만족을 중심으로-
윤각 ( Kak Yoon ),류지영 ( Ji Young Ryu ) 한국PR학회 2011 PR연구 Vol.15 No.3
Recently, companies are keenly interested in sustainable growth, and as a tool to enhance sustainable growth they are paying attention to corporate social responsibility activities and organizational citizenship behavior. Previous studies on CSR effect focused on external stakeholders such as consumers, reporters, and not-for-the profit organizations. The purpose of this study is to examine the internal marketing effect of CSR activities on employees. Specifically, this study examined the causal relationships among employees` perceptions and attitude of CSR, Corporate Reputation, Job Satisfaction, Organizational Identification, and Organizational Citizenship Behavior. As expected, CSR perceptions affected CSR attitude, and CSR attitude affected Corporate Reputation. Also, Corporate Reputation affected Job satisfaction and Organizational Identification. In addition, Job Satisfaction positively affected Organizational Identification, and Organizational Identification affected Organizational Citizen Behavior. Interestingly, however, Corporate Reputation and Job satisfaction had only indirect effect on Organizational Citizen Behavior through Organizational Identification. Theoretical and practical implications of the results are offered.
동영상 콘텐츠에 대한 몰입과 광고길이가 프리롤 광고 효과에 미치는 영향
윤각(Yoon, Kak),조재수(Cho, Jae-Soo),이준희(Lee, Jun-Hee) 한국광고PR실학회 2018 광고PR실학연구 Vol.11 No.3
본 연구는 최근 광고업계에서 높은 관심을 받고 있는 동영상 프리롤(pre-roll) 광고의 효과와 침입성 인식의 조절효과를 밝히는 실증적 연구이다. 기존의 연구들은 대부분 동영상(TV) 시청 후 노출된 광고 효과에 관한 연구인 반면, 본 연구는 유튜브, 네이버TV캐스트 등이 채택하고 있는 프리롤 광고의 효과를 검증하고자 했다. 구체적으로 본 연구는 모바일 동영상 콘텐츠를 시청할 때 느끼는 몰입수준(고/저)과 광고길이(15초/30초)가 프리롤광고의 효과(광고 기억과 광고 태도)에 미치는 영향을 살펴보았으며, 특히 동영상 콘텐츠에 대한 몰입이 광고태도에 미치는 영향력을 침입성 인식이 조절할지를 분석해 보았다. 본 연구의 결과는 동영상 콘텐츠에 대한 몰입이 높은 조건이 선행하는 프리롤 광고에 대한 기억 및 태도에 부정적 영향을 미치는 것으로 드러났다. 즉, 소비자들이 프리롤 광고에 노출된 이후에 시청하는 동영상 콘텐츠에 대한 몰입이 높다고 인식하면 프리롤 광고에 대한 기억과 태도는 낮은 것으로 드러났다. 다음으로 30초 광고 시청 조건에서 15초 광고보다 광고에 대한 기억은 높게 나타났으나 광고에 대한 태도에서는 유의미한 차이가 발견되지 않았다. 마지막으로 동영상 콘텐츠에 대한 몰입이 광고 태도에 미치는 영향력을 침입성 인식을 조절하는 것으로 밝혀졌다. This research is the empirical study that the effects of pre-roll ads, recently being interested in the field of advertising, are revealed. The previous researches were about the advertisements that were expose after programs, however, this study examined the effects of pre-roll advertisements that had been adopted from YouTube and Naver TV Cast. Specifically, this study verified effects of pre-roll advertising which are composed of degree of engagement of the video mobile contents and the length of advertising, and moderating effect of intrusion, The results showed that the higher engagement of video contents, the lower effects of pre-roll advertising. Also, the group exposed in the 30s’ pre-roll advertising was higher in the recall than the group exposed in 15s’ one. But, there was not found in the effect on attitude toward advertising. Lastly, this study revealed the moderating effect of engagement of video contents on attitude toward advertising.
국내 주요신문에 투영된 PR/홍보 의 이미지 변화에 관한 연구 : 1990년과 2000년을 중심으로
윤각 ( Kak Yoon ),서상희 ( Sang Hee Seo ),천혜정 ( Hae Jung Chun ),김하연 ( Ha Yeon Kim ) 한국PR학회 2002 PR연구 Vol.6 No.2
This study examined how the portrayal of PR has changed over the last tens years or so in the major newspapers in Korea. We analyzed whether there was a shift in how PR was reported in the newspapers between 1990 and 2000. We also examined whether the portrayal of PR was different depending on whether the PR was for the government sector or for the private sector. For this purpose, we content analyzed the tone of the articles that contained the keyword PR that appeared in three major newspapers(Chosun, Joongang, and Donga) into either negative, neutral, or positive. The results showed that the number of articles containing the word PR significantly increased from 152 in 1990 to 355 in 2000. As expected, the tone of the articles became significantly more positive in 2000. In 1990, only 14.47% had a positive tone about PR while 29.86% of the articles in 2000 were positive. In addition, recent articles tend to treat more corporate-related PR news than government PR. In 1990, 78.95% of the articles were about government PR. In contrast, 60.27% of the 2000 articles were about private companies. Practical implications of the results are offered.
인터널 마케팅 요인들이 임직원들의 직무만족도에 미치는 영향
강성주 ( Sung Ju Kang ),윤각 ( Kak Yoon ),조재수 ( Jae Soo Cho ) 한국PR학회 2010 PR연구 Vol.14 No.2
Recently, with global economic downturn, corporations are keenly interested in achieving sustainable growth. As product/service differentiation is becoming more and more difficult, companies are trying to secure competitive advantage through people. This study is based on the discussion that internal marketing is an effective approach toward sustainable growth for companies. Specifically, we conducted an empirical study that examined through what mechanism internal marketing is affecting employees` job satisfaction As expected, the results showed that internal marketing affected job satisfaction directly and inderectly through “acceptance of change.” In addition, internal marketing turned out to be an effective tool to reduce job-related conflict. Contrary to our hypotheses, however, job-related conflict didn`t affect job satisfaction. Finally, the implications of the results and future research direction are offered.