The research employs factor analysis, followed by a MANOVA procedure to explore relationships between fashion consumption and social media usage behavior based on data collected from 447 individuals. Findings suggest that social media usage and apparel consumption motivations interact, particularly for whom use social media for instant-self presentation.

Consumption practices for self-construction and impression management have been widely studied. However, most research adopts snap-shot, cross-sectional views and focuses mainly on leisure and home settings, giving little attention to the mundane context of workplace. Building on the works of Goffman and Bourdieu, this study takes an over-time view to understand how professionals acquire cultural capital related resources and practices for impression management over their career life. Based on retrospective narrative inquiries (Davies & Fitchett, 2015) and a novel on-route walking-with interview (Richardson, 2015) to capture bodily and other affective resonances, this paper reports on our analysis so far with ten senior executives in Hong Kong, as part of an on-going study. Mutability and agency are key to understand the biographical evolution of cultural capital for impression management. Exclusive resources and practices, such as grooming styles and dining choices, are found as ‘class-markers’ in the workplace (Bourdieu 1984), which also keep changing over people’s career life. With thin cultural capital, junior executives can only rely on extrinsic ‘sign vehicles’ (Goffman 1959) such as appearance and surface diligence to extend their work identity (Belk, 1988; Tian and Belk 2005). Over time, when cultural capital is accumulated through accrued learning and socialization (Bourdieu, 1977; Skeggs, 2004), senior executives climb up the career ladder by building up embodied habitus to differentiate themselves through more intrinsic competence and practices, such as discourse and decisive judgement. The study also reflects the field-specific nature of cultural capital (Bourdieu & Wacquant, 1992) and finds that resources valued in one field could become liabilities or capital shocks in another. Such ‘embodied hysteresis’ is found attributable to the rupture between the changing field conditions (McDonough & Polzer, 2012) and we example how executives struggle with self-field incongruity when switching workplaces. Lastly, the study reveals that the workplace is itself a potent ground for learning embodied competences for workplace consumption and practices. Secondary socialization through observation of the referenced others and continuous self-reflection is found to be a crucial source of acquiring cultural capital for self-presentation.

The purpose of this study was to investigate the effects of power blog self- presentation and on-line shopping mall reviews on the word of mouth (WOM) effect and apparel purchasing behavior. Consumers living in Seoul and Gyeonggi received questionnaires. There were 303 usable forms that could be analyzed by descriptive statistics, factor analysis, Cronbach’s alpha, and regression analysis. The results were as follows: There was a significant effect of power blog self-presentation such as interactivity, media effect, and business intention on information acceptance through WOM. Power blog self-presentation, such as interactivity and business intention, affect information delivery by WOM significantly. There was a significant effect of review consideration, such as agreement, usefulness, enjoyment, and purity, on information acceptance of WOM. Reviews describing enjoyment, purity, and usefulness affect information delivery of WOM significantly. Business intention, media effect, and purity directly affect apparel-purchasing behavior, and affect the WOM effect as a mediator variable and then purchasing behavior. Whereas, interactivity, overstatement, and enjoyment affect the WOM effect as a mediator variable, and then affect overall purchasing behavior. Therefore, fashion firms consider active interaction with power blog visitors and promote the way of enjoying with fun through review of apparel on-line shopping mall when they try to implement viral marketing with WOM effect.

This study presents an innovative "Matching Algorithm" to match self presentation to consumer preferences in internet dating sites using data mining and machine learning techniques. The study is designed from 2 parts: The first part examines the correlation between the presentation characteristics of man and women in social networks vs. the response rate using several hypotheses. Results show that there is a strong correlation between the way man and woman presents themselves in social networks (such as "FACEBOOK") especially in the range of ages 18-55 (average age is 25.91). In addition, there is a strong positive correlation between the desire of man and woman to develop a romantic relationship between them trough social networks. As such, the more the user desires to achieve a "Real" relationship that may lead to a serious long term relationship, the more he/she uses the social network as an application to achieve their objectives. In the second part the author used data mining and machine learning techniques (Decision trees and Genetic Algorithms) to predict which personal attributes may influence the response rate of the other side's (In this paper only Decision trees – J48 algorithm results will be shown). Results show that some attributes (characteristics) related to personal presentation and education background are critical to achieve a positive response from the other side.

이미지의 재현은 미디어의 스키마(schema)를 통한 현실의 재편집된 형태의 전달 또는 환영의 생산이었다. 미디어의 초기 매체인 사진 이미지는 실재를 증거로 하기 위한 주요 특성으로부터 출발하였고 그러한 특성이 사실이든 아니든 그것은 사진 이미지가 가지고 있는 사실이라는 유사성에 기여하는 힘을 제공하였다. 미디어 환경 변화 이후, 웹을 기반으로 하는 소통구조는 이미지를 소통의 언어로 세상을 ‘보는’방식과 ‘보여주는’ 방식에 대해 적극적인 자아-제시적 콘텐츠로 디지털 이전의 시각체계(재현과 소통구조 안에서 대상을 어떻게 볼 것인가(Ways of seeing)?)에서 드러났던 대상성의 재현 방식과는 다른 그들의 풍부하고 재미있는 실체의 시각적 환영을 미디어 놀이 문화에서 재현하고 있다.

본 연구의 목적은 시합에서 승리하거나 패했을 때 자기고양 및 자기핸디캡 수준에 따라서 승패결과 귀인이 달라지는지 또한 그 차이가 이기적 편향 혹은 집단 이기적 편향의 방향으로 나타나는지 증명하는 것이다. 연구 참여자는 경기도 소재 6개 고교 축구팀 204명이며, 이들에게 자기고양, 자기핸디캡, 승패결과 귀인 질문지를 배포하고 시합의 중요도 및 자기관여를 평정하게 했다. 자기고양과 자기핸디캡의 수준에 따른 승패결과 귀인의 차이를 살펴 보기 위해 기술 통계 분석과 이원 다변량분석(2-way MANOVA)을 실시했다. 연구결과는 다음과 같다. 첫째, 자기고양이 높은 선수들은 승리했을 때 팀 실력이 더 기여한 것으로 판단했고 자기고양이 낮은 선수들은 자기 실력이 더 기여한 것으로 판단했다. 또한 자기핸디캡이 낮은 선수들은 운 때문에 이기거나 상대방이 못해서 이겼다고 판단했다. 둘째, 패배상황에서 자기고양이 높은 선수들은 자신의 책임이 작고 운이 없어서 졌다고 판단했다. 또한 자기핸디캡이 높은 선수들은 운이 없어서, 자기핸디캡이 낮은 선수들은 상대방이 잘해서 패배한 것으로 판단했다. 연구결과를 토대로 선수들의 자기고양과 자기핸디캡이 이기적 편향이나 집단이기적 편향으로 나타났다는 점을 제시했고 이에 대해서 논의를 제시했다. 마지막으로 본 연구의 제한점과 시사점을 토대로 후속연구에 대한 제언을 했다.