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CAN YOU COUNT ON WHAT FACEBOOK FRIENDS SAY? THE EFFECT OF SOCIAL IDENTITY THREAT ON EWOM EVALUATION
Yaeri Kim,Yookyung Park,Youseok Lee,Kiwan Park 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Based on the collaborative and social characteristics, social networking services (SNSs) are growing platforms for consumer-to-consumer conversation including electronic word-of-mouth (eWOM). eWOM is defined as ‘any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet’ (Hennig-Thurau, Gwinner, Walsh, & Gremler, 2004, p.39). Despite its academic and managerial significance, several preliminary studies have examined what determines effective eWOM in SNSs (e.g., Chu & Kim, 2011; Teng, Khong, Goh, & Chong, 2014). Extending these attempts, we empirically investigate what influences consumers’ evaluation of eWOM, especially on Facebook. We suggest a new perspective of focusing on the psychological stream of social identity (Tajel & Turner, 1986) which is a distinctive factor explicit on Facebook. Unlike conventional eWOM platforms like bulletin boards and online communities where the user information is limited due to anonymity or presented in restricted manner (e.g., reputation from ratings by other members) (Dou, Walden, Lee, & Lee, 2012), Facebook provides profile information about users including one’s social group membership (e.g., school, company). This implies that the perception of social identity on Facebook may influence how one evaluates the source and his/her eWOM message.
( Kiwan Park ),( Yaeri Kim ) 한국소비자학회 2014 한국소비자학회 학술대회 Vol.2014 No.5
Underdog brand positioning may not always work positively for all companies. The present research proposes and finds that the negative consequence of the underdog effect is more pronounced when autonomy-related ethical transgressions take place, as opposed to when the community-related ethical or functional transgressions are committed.
Kiwan Park,Yaeri Kim,Seojin Stacey Lee 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This research was conducted in order to examine the effect of brand status and brand crisis types on consumers’ forgiveness intention. In this research, we proposed and found that the favorable attitude toward the underdog referred as underdog effect (Paharia, Keinan, Avery, & Schor, 2011) would be diluted especially in relational-related failure. When relationship efforts and perceived warmth of the brand are particularly critical, service failure caused by highly identified underdog brand can be perceived to be more serious (Vandello, Goldschmied, & Richards, 2007). Four of the studies consistently demonstrated our assumption in that people expressed less forgiveness intention on underdog brands when the crisis is in a service failure (vs. product failure): study1 and 2, service process failure (vs. service outcome failure): study 3, and human service process failure (vs. non-human service process failure): 4. Further, the mechanism underlying this negative effect toward the underdog was revealed as perceived anger. These findings can give insights to marketers that the types of crisis and the way of brand positioning are very critical to influence customer’s forgiveness intention.
Kiwan Park,Yaeri Kim,Seojin Stacey Lee 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
New product entails risk, causing resistance to adoption. The recommendation system may decrease the psychological risk by guiding decision making process to be more efficient (H?ubl and Trifts, 2000). AI (Artificial Intelligence) has been getting smarter and smarter and widely applied to the recommendation system. Even while you are browsing on your Facebook, AI recommends you the products that you may like based on the customized analysis of your interest. However, do people always love to adopt the smart recommends from AI? Definitely no! Then when and why people reluctantly accept AI recommendation? We assume that the product or service where the sense and feeling is important, people might be reluctant to accept the recommendation from artificial intelligence. This is because people might feel threatened when the AI challenges against human uniqueness (Gray and Wegner, 2012). Thus, in this study we investigated how the recommendation system types (AI vs. Human) affect brand attitude depending on the brand image (Symbolic vs. Functional). We found consumers are reluctant to accept a recommendation from AI in symbolic brand where human sense and feel are considered to be critical factors (Study1). This effect was further explained by uncanny-feeling toward the AI recommendation system (Study2). This research is meaningful in that it is the first attempt to apply the artificial intelligence recommendation concept to the marketing strategy by incorporating the concept of brand image. We predicted and found AI based recommendation system is reluctantly accepted for symbolic brand. Furthermore, we discovered the underlying process for this phenomenon as uncanny feeling. People seemed to have uncomfortable feelings against AI recommendation when the brand image is related to sense and feel considered as nature of human uniqueness. Thus, marketers should be very cautious when utilizing the AI recommendation system not to threaten human uniqueness area.
Park, Jin Young,Park, Sung Jun,Moon, Byung Kee,Kwak, Minseok,Jang, Kiwan,Yang, Hyun Kyoung Elsevier 2018 Chemical physics letters Vol.708 No.-
<P><B>Abstract</B></P> <P>Yellow-emitting Y<SUB>2</SUB>BaAl<SUB>4</SUB>SiO<SUB>12</SUB>:Ce<SUP>3+</SUP> (YBAS:Ce<SUP>3+</SUP>) phosphors were synthesized by a sol-gel method followed by annealing at high temperature. The phase purity of the YBAS:Ce<SUP>3+</SUP> phosphors was confirmed by X-ray diffraction analysis. The emission characteristics of YBAS:Ce<SUP>3+</SUP> phosphors were investigated by measuring their photoluminescence excitation and emission spectra. These phosphors can be efficiently excited with blue light that induced an intense yellow emission peak centered at 530 nm. White light-emitting diodes (WLEDs) were fabricated using the synthesized YBAS:6Ce<SUP>3+</SUP> phosphors. The CIE chromaticity coordinates of YBAS:6Ce<SUP>3+</SUP> and the fabricated WLEDs were located at the yellow (0.391, 0.563) and cool white-light (0.265, 0.326) regions, respectively.</P> <P><B>Highlights</B></P> <P> <UL> <LI> The yellow-emitting Y<SUB>2</SUB>BaAl<SUB>4</SUB>SiO<SUB>12</SUB>:Ce<SUP>3+</SUP> phosphors were synthesized by a sol-gel method. </LI> <LI> Y<SUB>2</SUB>BaAl<SUB>4</SUB>SiO<SUB>12</SUB>:Ce<SUP>3+</SUP> phosphors can be efficiently excited under the blue light. </LI> <LI> Y<SUB>2</SUB>BaAl<SUB>4</SUB>SiO<SUB>12</SUB>:Ce<SUP>3+</SUP> phosphors exhibit excellent yellow emission under blue light. </LI> <LI> Y<SUB>2</SUB>BaAl<SUB>4</SUB>SiO<SUB>12</SUB>:Ce<SUP>3+</SUP> phosphors are promising yellow phosphor for the fabrication of WLED. </LI> </UL> </P> <P><B>Graphical abstract</B></P> <P>[DISPLAY OMISSION]</P>