This study utilizes social big data to investigate the factors influencing the awareness, attitude, and behavior toward vegan fashion consumption among global and Korean consumers. Social media posts containing the keyword “vegan fashion” were gathered, and meaningful discourse patterns were identified using semantic network analysis and sentiment analysis. The study revealed that diverse factors guide the purchase of vegan fashion products within global consumer groups, while among Korean consumers, the predominant discourse involved the concepts of veganism and ethics, indicating a heightened awareness of vegan fashion. The research then delved into the factors underpinning awareness (comprehension of animal exploitation, environmental concerns, and alternative materials), attitudes (both positive and negative), and behaviors (exploration, rejection, advocacy, purchase decisions, recommendations, utilization, and disposal). Global consumers placed great significance on product-related information, whereas Korean consumers prioritized ethical integrity and reasonable pricing. In addition, environmental issues stemming from synthetic fibers emerged as a significant factor influencing the awareness, attitude, and behavior regarding vegan fashion consumption. Further, this study confirmed the potential presence of cultural disparities influencing overall awareness, attitude, and behavior concerning the acceptance of vegan fashion, and offers insights into vegan fashion marketing strategies tailored to specific cultures, aiming to provide vegan fashion companies and brands with a deeper understanding of their consumer base.

본 연구는 발달장애아동을 대상으로 케어로봇을 치료에 활용하기 위해 발달장애 아동의 부모를 대상으로 소셜로봇이 갖추어야 할 기능과 요구 등을 분석하고자 시행한 질적연구이다. 연구대상자는 자녀 가 발달장애 진단을 받았거나 1년 이상 특수교육을 시행하고 있는 만 18세 미만 자녀를 둔 주양육자 11명 을 대상으로 진행하였다. 면담질문지는 반구조화된 질문지로 구성하여 소셜로봇에 대한 인식, 필요성, 기 대, 염려 및 기타 의견 등으로 구성하였다. 면담은 COVID 19로 인해 비대면 온라인 화상 면담으로 이루어 졌다. 연구결과, 4개의 주제가 도출되었다. 4개의 주제는 낯설지만 곧 마주할 현실, 능동적인 기능이 탑재 된 소셜로봇, 소셜로봇의 외형과 재질에 대한 바람 및 소셜로봇에 대한 염려로 도출되었다. 본 연구를 통하 여 양적연구에서는 파악할 수 없었던 주양육자의 소셜로봇에 대한 기대, 제안 등을 파악할 수 있었고 이를 향후 개발할 소셜로봇에 반영할 수 있다면 보다 수용성이 높은 긍정적인 결과를 도출 할 수 있을 것으로 기대한다.

The concept of Social Marketing has existed in literature for a long time and is a widely discussed topic. Many scholars have discussed the importance of health related social marketing to bring about positive lifestyle changes and improve health of populations. Marketing efforts and their effectiveness in creating positive changes is quite complex to assess.Social marketing for HIV/AIDS aims to generate awareness, teach people about the disease and influence people’s behavior towards a healthier and better lifestyle. To evaluate how aware people are, what they’ve learnt and how their behavior is influenced by social marketing communications, the authors use a modified version of Kirkpatrick model. This paper aims to ascertain the perceptions and knowledge about HIV/AIDS information disseminated by social marketers using traditional and new media such as Television, hoardings, pole kiosks, bus panels, information panels, radio, social media and celebrity endorsement. The study followed exploratory research design and Survey technique was used.

노인의 사회활동에 대한 사회적 요구는 강조되고 있으며 노인의 사회활동을 통해 갖 는 효과성과 만족도는 정부에 대한 복지의식으로 귀결됨을 알아봄으로써 노인의 사회활 동 관련 프로그램의 개발과 복지의식의 향상과 삶의 질 향상에 이바지하고자 한다. 본 연구를 위해 60세 이상 노인 452명을 대상으로 자기기입식 설문조사를 실시한 결과 참 여만족도가 높을수록 복지의식의 정책평가는 높은 것으로 참여효과가 높을수록 복지의 식의 성장과 분배는 높아지는 것으로 조사되었으며 노인의 사회활동 참여에 따른 참여 만족도는 복지의식에 미치는 영향이 미약하지만 참여효과는 복지의식에 미치는 영향이 유의하다는 연구결과가 도출되었다. 따라서 노인은 지역사회에 참여함으로써 사회적 역 할에 대한 인식을 고양하고 삶의 만족도를 증진함으로써 성공적 노후에 이바지하고 다 양한 분야에서 사회구성원의 일원으로 노인의 역할을 강화하고 복지정책과 제도 및 수 행기관의 다각도의 연구와 변화가 요구된다 할 것이다.

The purpose of this study was to find the change in social awareness in livestock stamping out over time. We used the text data mining method for this study. The data used in this analysis comprised approximately 5,600 newspaper articles. The data were sourced using the keywords 'livestock stamping out' 2010-2017, and classified into two-year intervals. The analysis showed a change in perspective on livestock disease and prevention activities over time. Additionally, it was confirmed that problems related to 'ethics' were continuously raised during the entire period. Prevention activities cannot succeed without the support and participation of people. Thus, the results of this study can be used to establish and implement livestock disease prevention policies.

목적 : 안경사 직업에 대한 일반인들의 사회적 인식을 파악함으로써 안경사의 위상을 강화시킬 수 있는 방안을 제시하고자 한다. 방법 : 일반인 172명과 안경사 70명을 대상으로 하여 안경사의 사회적 인식을 파악하였다. 사회적 인식은 성별, 연령, 교육수준, 직업에 따른 차이가 있을 것으로 사료되어 각 항목별로 질문지를 분류하여 세부항목을 만든 후 온라인 설문지(Goggle)를 통해 배포하였다. 결과 : 일반인 172명을 대상으로 성별에 따른 분포는 남자 73명(42.4%), 여자 99명(57.6%)으로 나타났다. 연령은 20대 22명(12.8%) 30대 42명(24.4%) 40대 37명(21.5%) 50대 이상 70명(40.7%)이었고, 그들의 학력은 고졸 37명(21.5%) 대졸 99명(57.6%) 대학원이상 36명(20.9%)의 분포를 이루고 있었다. 안경사 70명의 응답분포는 남자 43명(61.4%), 여자 27명(38.6%)으로 나타났으며 연령은 20대(12.8%) 30대(24.4%) 40대(21.5%) 50대 이상 (40.7%)이었고, 그들의 학력은 고졸 9명(21.5%) 대졸 56명(57.6%) 대학원이상 5명(20.9%)의 분포를 이루고 있었다. 안경사의 주요업무에 대한 질문에서 일반인과 안경사 두 그룹 모두 시력보건 전문 의료기사로서의 업무라고 생각하는 비율이 가장 높았으며, 그 다음이 안경 및 콘택트렌즈 판매원으로서의 업무라고 생각한다는 응답이었다. 일반인이 안경사의 주요업무를 시력보건 전문 의료기사라고 생각하는 비율이 가장 높게 나타났지만 시력검사 필요성을 느낄 때는 안경원방문(36.0%)보다 안과방문(61.6%) 비율이 높은 것으로 나타났다. 일반인이 안경원을 방문 했을 때 방문자의 대부분은 처방에 만족(78.5%)하였다고 응답하였다. 불만족(14.0%)을 느낀 고객들의 불만족 사항은 검안에 대한 전문지식 부족(48.2%), 고객응대(14.1%)의 순으로 나타났다. 안경사를 대상으로 전문 안경사가 되기 위한 요건으로 무엇이 필요한지 알아 본 결과 굴절검사에 관한 전문지식과 양안시검사에 관한 전문지식이 가장 필요하다고 응답했다. 일반인이 불만족을 느끼는 부분과 안경사가 전문가가 되기 위해 필요하다고 느끼는 부분이 일치하고 있음을 알 수 있었다. 일반인을 대상으로 안경사가 국가고시를 통과한 전문가임을 알고 있는지 조사 한 결과 일반인 172명 중 33.7%의 응답자가 안경사 국가고시 시험이 존재한다는 사실을 모르고 있었다. 또한 응 답한 일반인들의 절반이상인 50.6%가 안과에서 근무하는 시력 검사자가 안경사임을 모르고 있다고 응답하였다. 결론 : 안경사에 대한 일반인의 사회적 인식을 알아 본 결과 응답자의 45.9%가 안경사를 시력 보건 전문 의료 기사라고 생각하고 있었다. 그에 반해 안경 및 콘택트렌즈 판매사(41.3%)라고 생각하는 응답자도 높게 나타났다. 일반인과 안경사 모두 안경사가 전문가가 되기 위해서는 굴절검사나 양안시검사에 있어서 지식의 보완이 필요하다고 느끼고 있음을 알 수 있었다. 국가고시 시험을 통해 양성된 전문 안경사가 단순 판매사가 아닌 전문가로 위상을 높이기 위해서는 안경사 스스로의 노력뿐만 아니라 제도적인 지원 또한 필요한 것으로 사료된다.

Introduction The traditional approaches on corporate social responsibility communication are revealing to be unable of raising awareness and increasing stakeholders’ empowerment, often failing to improve positive relationships with consumers. In this study, the digitally co-created CSR activities will be explored using a more general approach, which will also take into consideration these philanthropic activities, i.e. the activities where companies invite stakeholders to participate in the resolution of a social issue but without asking them to buy the brand’s products. Moreover, in the present study, interactivity and freedom of cause' choices are both believed to be two mechanisms that play a key role in generating more empowered stakeholders, with increased propensity for participating in co-created CSR initiatives. Therefore, it is important to analyse digitally co-created CSR activities since it may represent a major opportunity for organizations to add value and meaning to stakeholders (and even for society at large), where the two parties work together to solve a social issue. Theoretical development The World Business Council for Sustainable Development (WBCSD, 1999) defined Corporate Social Responsibility as the “continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large.” Although previous findings regarding the financial implications of CSR might have been ambiguous, there is an increasingly acceptance about the positive outcomes these activities have in building brand equity, brand image (Esmaeilpour & Barjoei, 2016), in improving reputation, trust and loyalty among consumers (Stanaland et al., 2011) and in the willingness consumers have to purchase and possibly even paying higher prices for products of firms with more CSR engagement (Servaes & Tamayo, 2013). Additionally, with consumers’ and other stakeholders’ (e.g., employees, channel partners, regulators) increasing expectations that organizations should behave in socially responsible ways (Mishra & Modi, 2016), CSR has become an integral part of business practice over the last years, with many firms dedicating a section of their annual reports and corporate websites to CSR activities (Servaes & Tamayo, 2013). Arrillaga-Andreessen (2016) notes that the new generations seem to have social consciousness embedded in their DNA. They are united in wanting to do more than acquire material riches and measure success by their ability to transform the lives of others. Their question is not “What do I want to be when I grow up?” but “How will the world be different because I lived in it?”. In Euromonitor’s Top 10 Global Consumer Trends for 2015, Consumer Trends Consultant Daphne Kasriel-Alexander states that consumption is increasingly being driven by the heart: consumers are making choices defined by their positive impact on the world and community. Despite the strong interest in CSR activities, particularly in its outcomes, in firms’ value and branding, there is yet little research and empirical studies regarding the effects of these activities in a social media context. This exploratory research aims to fill this gap, by focusing on the branding outcomes a CSR activity can generate while communicated in Social Networking Sites (SNS) and using participatory approaches. Some researchers already found it questionable how stakeholder dialogue and engagement through corporate websites and CSR reports are accomplished and if they necessarily lead to greater stakeholder participation (Chaudhri, 2016). Thus, one of the research objectives is to examine if using a participatory CSR activity in social media rather than (or, at least, combined with) the traditional approach of communicating CSR performance on firms´ annual reports can generate greater outcomes for brands, especially by testing if these activities can raise awareness, increase participation and empowerment levels. Some authors (Du et al., 2010) found two key challenges regarding CSR communication: the first one is the need for higher levels of awareness, as several researchers already found that a company can only benefit, enhance critical branding outcomes and even increase firm value through CSR activities if it has a high advertising intensity. These activities have low or negative impact on firm value for firms with low advertising intensity, sometimes with costs outweighing the benefits, as the lack of customer awareness about CSR activities represents a major limiting factor for their ability to respond to such activities (Servaes & Tamayo, 2013). Thus, Sen et al. (2006) argue that to reap the positive benefits of CSR, companies need to work harder at raising awareness levels. Although not every firm might experience high levels of awareness (since not every organization can support high advertisement intensity or already have strong branding), this research responds to the call for further research by “exploring channels available for dissemination of CSR activities” (Servaes & Tamayo, 2013:1059), in particular, the social media channels, and by providing new research on “the extent to which these new social and communicative arrangements are being realized by organizations and stakeholders and the attendant implications for CSR communication”, as it currently represents an “evolving area of investigation” (Chaudri, 2016, p.422). Therefore, once it is recommended that companies work on increasing CSR awareness levels, social media sites, such as Facebook, can be powerful channels not only due to its popularity and vast audience reach at a much lower cost, but also due to the opportunities consumers’ word-of-mouth can create (Du, Bhattacharya, & Sen., 2010). The second challenge is concerned with minimizing stakeholder scepticism. Stakeholders quickly become suspicious of the CSR motives when companies aggressively promote their CSR efforts (Du, Bhattacharya, & Sen, 2010). Communicating CSR is a very delicate matter. It requires a certain sensitivity and balance, where organizations face the paradox of demonstrating social responsibility without communicating it blatantly, and being simultaneously credible, informative, and engaging (Chaudri, 2016). There’s also no room for inconsistencies, as CSR is all about being selfless and charitable, the need for transparency and honesty is a must, since on one hand, these activities can have a backlash effect if stakeholders become suspicious and perceive predominantly extrinsic motives in companies’ social initiatives (i.e. when the company is seen as attempting to increase its profits) and, on the other hand, stronger attributions to genuine concern are likely to be associated with more positive reactions towards the company, both internally and behaviourally (Sen et al., 2006). Kesavan et al. (2013) also found that social media is increasingly perceived by consumers as a more trustworthy source of CSR information than traditional media tools (e.g., TV and advertising). Based on above argumentation we formulate: H1: Online co-created CSR activities have greater potential for raising awareness than the traditional communication channels. H2: Online participatory CSR activities can increase consumers’ empowerment levels. Research design Globally, the questionnaire is composed of 28 questions, separated into three sections. The first section is composed by 14 questions that measured social networking usage, current CSR awareness levels, general use of the traditional CSR communication channels, current level of control felt by respondents towards CSR activities, the empowerment felt after companies adding cause choice freedom and respondents’ attitudes towards the effectiveness and outcomes of participatory CSR initiatives. The second section of the questionnaire consists in 10 questions regarding a real CSR initiative, implemented in March 2016, by one of the biggest Portuguese retailers - Continente. After a brief contextualization, the questions measured activity recall rate, participation rate, reasons to (or not to) participate, WoM dissemination rate (or propensity), perception of brand image after the initiative and attitudes towards online co-created CSR initiatives (acceptance levels). The third and last section contained 4 questions regarding socio-demographic measures, namely: nationality, age, gender and educational level. The launch of the questionnaire comprises two stages: for the first stage, it is prepared a pre-test of the questionnaire, which was the pillar for the second and main stage: the online questionnaire. Pre-testing is a method to evaluate in advance if a questionnaire causes misunderstandings, ambiguities, or other difficulties with instrument items to respondents, helping researchers minimizing future errors. During the pre-test stage, a total of 10 people is selected to be monitored while responding to the first draft of the questionnaire. This stage provided important insights about each one of the questions previously elaborated, allowing for reviewing and refining them, as well as adding more questions that revealed to be relevant for the study. As for the second stage, the online questionnaire was launched in social networks - Facebook, Instagram and LinkedIn - and in an international forum - Reddit, from 18th of June of 2017 to 01th of August of 2017. Results and conclusions Findings from 322 valid responses provide clear evidence that co-creating socially responsible activities in social media can indeed increase not only the awareness for such actions, but also increase empowerment, participation levels, positive word-of-mouth dissemination, and reinforce consumer-brand ties in the process. Currently, individuals feel very low control regarding the process and the outcomes of CSR initiatives, and that by providing interactivity experiences and adding freedom of cause choice, organizations can increase stakeholders’ empowerment levels, consequently enhancing participation, one of the dimensions of consumer engagement. Online users are starting to connect with their preferred brands in social media and are demanding interactive experiences. Although SNS presents many opportunities for brands to guarantee that they remain relevant to its consumers and other stakeholders, the findings imply that social media remains unexplored as a CSR communication channel by organizations. Considering that the traditional communicating channels used to inform shareholders about these initiatives have a very low adherence by the general public and that they are failing to provide more awareness to CSR activities, brand managers need to devise different strategies for the optimal communication of these initiatives in new channels, which have higher potential to result not only in improved attitudes and brand image, but also in the increased intent of stakeholders to commit personal resources (e.g., money, time, etc.) to the benefit of the company, in a near future. Even for the users who do not follow brands in their SNS, for example, companies can still use SNS tools such as targeted posts (i.e. promoted posts that appear in target users’ feed), to ensure that their awareness and relevance levels remains significant, especially when companies are seeking for users with specific interests.

This research examined the effect of social media marketing on college students’ behaviors toward cotton clothing. The results showed that social media marketing had a greater impact on college students than conventional marketing or no marketing. Fashion brands should utilize social media to communicate with college students more effectively.

동시대 사회적 변혁에 있어서 디지털 미디어의 역할에 대한 도구적 관점은 정치 적으로 조망되고 있다. 방송미디어의 가치는 평가 절상되었고 시민들이 사적으로 소통하는 미디어는 가치 평가 절하되었다. 그러나 중동사태, 영국폭동, 일본 쓰나미 와 후쿠시마 원전 폭발사전, 한국에서의 시장선거(2011)에서처럼, 소셜미디어는 기 득권 미디어의 대안으로서의 역할을 분명히 하고 있으며 의제설정의 힘을 획득하 고 있다. 본 연구는 소셜 미디어가 사람들로 하여금 인식을 공유케 하는 역할을 점 검하고 보수적인 권력이 소셜 미디어와 네트워킹 현상에 대해 대처하는 방식을 검 토하고 있다. 또한 본 연구는 소셜 미디어가 사회적 합리성을 증진시키는 도구로서 의 역할을 수행함에도 불구하고 소수의 엘리트에 의해 과점적으로 지배되어 권력 의 면역시스템 기능을 수행할 수 있다는 점에 우려를 표명하고 있다.

The main purpose of this study is to understand the marketing approaches and strategies that are used to disseminating biodegradable fishing gears and distinguish the cognition and the non-cognition group's attitudes on the product. We used a technology acceptance model for analyzing product attributes and its impacts on fishers' purchase. The result of this research shows that 'perceived usefulness and easiness of use' have positive effect on 'purchase intention,' and then give impacts on 'purchase intention' for the entire respondents. For the cognitive respondents these factors have influence on 'attitude' but they do not affect 'purchase decision.' However, 'perceived usefulness and easiness of use' have much positive impact on 'purchase intention.' In the non-cognition group, the 'perceived intention' and 'company and country of manufacturers' have direct positive effect on 'purchase intention' through 'attitude' and also 'on 'purchase intention.' This research provides some meaningful policy implications on further development and technology marketing of biodegradable fishing gears.

본 연구는 대학생들의 일상생활에서의 사회 및 정치에 대한 인식이 대학생들의 정치의식에 미치는 영향을 경험적으로 분석하였다는 것이다. 기존연구와의 차이점은 청소년기의 생활환경의 요소들을 중심으로 이러한 것들이 청소년 정치의식에 미치는 영향을 살펴보았다는 것이다. 본 연구는 2009년 청소년정책연구원에서 조사한 실태자료를 참고하였으며 대학생 1363명을 대상으로 분석한 것이다. 본 연구를 위한 분석방법으로는 SPSS 13.0을 통한 기술통계와 회귀분석을 사용하였으며, 연구결과는 다음과 같다. 첫째, 대학생들의 정치에 대한 관심도는 정치의식에 유의미한 영향을 미칠 가능성이 있다. 둘째, 본인과 형제, 자매, 부모, 이웃과의 사회 정치 대화정도는 청소년 정치의식에 긍정적인 영향을 미칠 수 있다. 셋째, 대학생들의 매체 즉, TV, 라디오, 신문, 잡지, 인터넷 등을 통한 사회 및 정치에 대한 접촉정도는 그들의 정치의식과 유의미한 상관관계가 있을 가능성이 있다. 이러한 결과는 대학생들의 사회 및 정치에 대한 관심 및 담론의 기회를 넓히고, 다양한 매체를 통한 사회 정치의 참여의 경험이 필요하다는 것을 알 수 있게 한다. 또한 실생활을 통한 청소년들의 사회 정치의식에 대한 교육의 접근방법에도 도움이 될 수 있을 것이다.