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RISS 인기검색어
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- 저자 : Lisa Tam (검색결과 3 건)
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Why and How Do Sojourners Talk about Macao? Effects of Perceived Risk and Expected Benefit
최서희,Lisa Tam,Kadir Ayhan,이동민 이화여자대학교 국제지역연구소 2019 Asian International Studies Review Vol.20 No.2
Due to the growing popularity of digital platforms, social mediaconversations have been proposed and used as an indicator ofpublic diplomacy outcomes. Despite this, existing research hasfound that most publics were unwilling to engage with foreigncountries on social media. Considering this, this study seeks toidentify factors that motivate and/or constrain individuals’engagement in conversations about foreign countries. A surveyand semi-structured interviews were conducted with sojournerswho temporarily resided in Macao. When choosing how (i.e.,channels) and what (i.e., content) to transmit, they managed thetension between perceived risk and expected benefit. Reflectingthe theory of planned behavior, where individuals’ motivation(i.e., intended outcomes) and perceived behavioral control (i.e.,ability to manage the tension between perceived risk andexpected benefit to achieve such intended outcomes) predictbehavioral intentions, the findings unveil the limitations ofmonitoring and tracking social media conversations as anindicator of public diplomacy outcomes.
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이혜림,( Lisa Tam ) 한국PR학회 2021 한국PR학회 학술대회 Vol.2021 No.05
The current post-truth era is characterized by the rapid spread of conspiracy theories which has been exacerbated by publics’ lack of agreement on objective facts and presentation of unverified information without supportive evidence. Existing research has examined a myriad of factors which explain the causes of conspiratorial thinking. To extend current research, this study examines the effects of institutional trust and demographic factors (i.e., age, gender, political ideology, household income and education in science, technology, engineering and mathematics (STEM)) in explaining conspiracy orientation (i.e., the dispositional tendency to subscribe to enduring conspiracy theories) and conspiracy attribution (i.e., the situational tendency to subscribe to new conspiracy theories). Using two survey datasets collected from lay publics (N=600) and publics with STEM education (N=120) in South Korea, the findings showed that institutional trust had greater effects than STEM education in explaining conspiracy orientation and attribution. On the other hand, different demographic factors had different effects on conspiracy orientation and attribution. (157 words)
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Managing eWOM for hotel performance
Shane Mathews,Catherine Prentice,Alice Tsou,Clinton Weeks,Lisa Tam,Edwina Luck 한국마케팅과학회 2022 마케팅과학연구 Vol.32 No.3
Electronic word-of-mouth (eWOM) is an important marketing tool for achieving positive customer-related outcomes and firm performance. However, eWOM management is not well understood. This study explores how eWOM management can be utilized to optimize firm performance. Using a multiple case study approach, indepth interviews were conducted with senior managers who were involved in the management of eWOM from nine hotels, and their websites and marketing materials were analyzed. eWoM digital platforms give even resource-constrained smaller hotels timely review analytics that can be used for the purpose of brand reputation strategy decisions. That is, those hotels that focus their limited resources on developing authentic response systems and create unique communication capabilities which are leveraged for eWOM reputation as a competitive advantage. These findings highlight that successful hotels use eWoM data analytics for decisions related long-term signaling strategies: as hotels can extend their authentic voice or an organizational character within their eWOM responses over time to complement their optimal brand position.
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