Considering the popularity of virtual influencer (VI) marketing while its effectiveness remains fully unexplored, there is a need of academic attention testing consumer responses to VIs in comparison with human influencer marketing. Hence, this study aims to fill this gap by comparing consumers’ perceptions of a human versus virtual influencer’s endorsement. Specifically, based on the construal level theory and psychological reactance, this study investigates how consumers differently evaluate human and virtual influencers’ endorsement motives, which may further influence their attitudes toward a brand, advertising (i.e., endorsement), and an influencer and purchase intentions. Additionally, the moderating role of the number of endorsements (single vs. multiple) and perceived innovativeness are examined.

This research intends to examine whether these types of data – behavioral versus social networking data – affect consumer response to personalized ads. With the advancement in technology, marketers have access to various types of personal data, including their online/offline behaviors and social networking activities, and use those data to retarget consumers. Moreover, this research examines the moderating role of SNS privacy concerns on consumer response to different types of retargeted ads. The findings of this research may offer theoretical and practical implications to understand consumers' responses to retargeted ads that use social networking information.

The purpose of this study was to investigate the distribution of trig˗ ger points(TrPs) on athletes with various sporting background. To achieve the purpose, a study was carried out through a survey from 180 athletes involved in 6 selected sports at Yong-In University. Selected sports included Judo, Taekwondo, Kendo, Ssi-reum(Korean traditional wrestling), Boxing, and Golf. An interview type survey and physical examination were conducted with each thirty athletes from each of the selected sports groups. Technical statistic(SPSS 15.0) was used to analyze the distribution of TrPs on these athletes. The most common TrPs observed in muscles of Trapezius, Quadratus Lumborum, Quadriceps in Judo. In Taekwondo, it was on the trapez˗ ius and triceps surae. Kendo athletes had TrPs at sites of trapezius, brachioradialis and triceps surae. Ssirem athletes were found to have TrPs on trapezius, deltoid and quadrates lumborum. In boxers, TrPs appearing at trapezius and brachioradialis were observed. Finally, Golf players were seen to have TrPs at trapezius, quadrates lumbo˗ rum and brachioradialis. Hence, the analysis shows that there are significant differences of the distribution of TrPs according to the different sport items of the athlete.

Horticultural therapy (HT) is the engagement of a person in gardening related indoor activities by a trained professional to achieve specific treatment goals. It was effective as an alternative medicine and played an important role in rehabilitation of stroke patients, especially in psychological aspects. While the psychological benefit has been clearly demonstrated, the evidence of the physical benefit is insufficient. We report three stroke patients treated with HT and they were evaluated from the standpoint of physical, psychological, and cognitive outcomes. HT program consisted of 10 sessions during 2 weeks with 1 hour per session. The assessment of outcomes and positron emission tomography/computed tomography (PET/CT) were performed before and after treatment. Two patients showed improvements in physical and psychological aspects. But the other patient showed no outstanding outcome. These results suggest the possibility of HT as a complement to conventional occupational therapy.