This study assessed the effectiveness of brand image communication on consumer perceptions of cruelty-free fashion brands. Brand messaging data were gathered from postings on the official Instagram accounts of three cruelty-free fashion brands and consumer perception data were gathered from Tweets containing keywords related to each brand. Web crawling and natural language processing were performed using Python and sentiment analysis was conducted using the BERT model. By analyzing Instagram content from Stella McCartney, Patagonia, and Freitag from their inception until 2021, this study found these brands all emphasize environmental aspects but with differing focuses: Stella McCartney on ecological conservation, Patagonia on an active outdoor image, and Freitag on upcycled products. Keyword analysis further indicated consumers perceive these brands in line with their brand messaging: Stella McCartney as high-end and eco-friendly, Patagonia as active and environmentally conscious, and Freitag as centered on recycling. Results based on the assessment of the alignment between brand-driven images and consumer-perceived images and the sentiment evaluation of the brand confirmed the outcomes of brand communication performance. The study revealed a correlation between brand image and positive consumer evaluations, indicating that higher alignment of ethical values leads to more positive consumer assessments. Given that consumers tend to prioritize search keywords over brand concepts, it’s important for brands to focus on using visual imagery and promotions to effectively convey brand communication information. These findings highlight the importance of brand communication by emphasizing the connection between ethical brand images and consumer perceptions.

본 연구의 목적은 청소년 엘리트 운동선수를 위한 단기 의사소통 훈련 프로 그램이 의사소통 만족도, 집단응집력, 운동성과에 미치는 효과를 검증하는 데 있다. 본 연구에서는 대학생 운동선수를 대상으로 효과가 검증되었던 의사소통 훈련 프로그램을 참여 집단의 특성과 학교 현장 여건에 맞게 수정 및 보완하여 활용하였다. 연구참여자는 G시 소재의 고등학교 축구부를 대상으로 모집되었 고, 프로그램은 주 1회 100분씩 총 6회기 실시되었다. 프로그램의 효과검증을 위 해 양적 자료로 의사소통 만족도, 집단응집력, 운동성과 척도 점수가, 질적 자료 로 회기별 경험보고서가 수집되었다. 수집된 자료를 바탕으로 단기 의사소통 훈 련 프로그램의 효과를 검증한 결과는 다음과 같다. 첫째, 단기 의사소통 훈련 프 로그램의 양적 효과는 청소년 운동선수의 의사소통 만족도, 집단응집력, 운동성 과에 있어 유의하지 않았다. 둘째, 단기 의사소통 훈련 프로그램의 질적 효과는 청소년 운동선수에게 즐거움을 주고, 의사소통의 중요성을 인식시키며, 선수 간 의 관계 개선에 긍정적인 영향을 미치는 것으로 확인되었다. 양적 효과와 질적 효과의 상반된 결과에 대한 분석 및 해석은 논의에 제시하였다.

Sustainability issue has received growing attention from various stakeholders. To engage more people to participate in sustainable actions, the United Nations has promoted #actnow campaign since 2019. Among various sustainability initiatives and approaches, the UN’s #actnow campaign focuses on food and fashion sustainability since these two industries encompass various sustainability issues from production and post-consumption. By analyzing Twitter's big data, the study findings demonstrate that negative sentiment messages are powerful in driving the public’s engagement in social media message dissemination. The findings suggest that practitioners may use assertive and strong voice messages to lead consumers’ participation in sustainable message dissemination.

The essence of any successful personal selling interaction is effective communication. Evidence from research on personal selling has provided extensive support for the effectiveness of nonverbal communication. Nevertheless, an individuals’ nonverbal communication style is difficult to measure during a sales conversation, as it is “encoded and decoded unconsciously” (Stewart, Hecker, & Graham, 1987, p. 305). This research introduces wearable sensor technology as a novel and objective approach for measuring nonverbal behaviors (i.e., kinesics, paralanguage, and proxemics) in a sales context using sociometric badges (Kim, McFee, Olguin, Waber, & Pentland, 2012). Findings reveal that salespeople can improve their appeal by making use of a more dynamic communication style (i.e., enhanced posture activity and variation in speech and volume), as opposed to a rather static, adhesive, and monotone communication. We contribute to the sales literature by relating a salesperson’s nonverbal communication behaviors to customer responses. In addition, we reveal various implications for sales executives and offer guidance on how to improve their sales effectiveness and performance.

Introduction Social media communication has become a popular way for firms to engage with customers. Research shows that firms/brands engagement with fans or customers on social media is effective to improve brand equity (Kim & Ko, 2012), drive sales (eMarketer, 2015), and enhance both transactional and relational customer behaviour (Kumar, Bezawada, Rishika, Janakiraman, & Kannan, 2016). Given the influences of social media communication, how brands effectively engage with fans or followers on social media is an important question for marketers. Most research on this topic is from the applied psychology and consumer behaviour literature, whose theories and content are dominantly tested in laboratory setting. Very few research (e.g., Lee, Hosanagar, & Nair, 2017) applied real behaviour data of field settings to study this issue. Additionally, existent research primarily focuses on social media like Facebook and Twitter in developed counties. To our knowledge, no research examines global brands social media communications in developing country, like China. Due to the policy constraints, people in mainland China have no access to foreign social media platforms. There is a local social media platform in China, named Weibo. Weibo is a NASDAQ-listed company and has nearly 100 million active users monthly. Many brands, both global and local ones, have created Weibo accounts and keep engaging with their fans. For example, there are 1,452 luxury brands and 3,707 beverage brands or firms on Weibo (Weibo Data Centre, 2017). This paper focuses on global brands’ communication practices on Weibo. The purpose of this paper is to analyse how brand posts that global brands put on their social media page are correlated with fan engagement. By using real data form Weibo, we answer the following questions: (1) what attributes of brand posts on Weibo do affect fan engagement with global brands? (2) how do these attributes affect fans engagement behaviour (i.e. liking, sharing, and commenting) differently? Conceptual Framework We decompose the attributes of global brand social media posts into five aspects, which are proposed to affect fans engagement. The first two aspects, interactivity and vividness, are derived from computer-mediated-communication research (Frotin & Dholakia, 2005; Hoffman & Novak, 1996). The next two, informative and emotional attributes, are developed from the literature of advertising (Hong, Muderrisoglu, & Zinkhan, 1987; Geuens, Pelsmacker, & Faseur, 2011). The last one is localization-related attributes, which is from global marketing communication literature (Kanso & Nelson, 2002) to capture the special characteristics of global brand posts on a local social media platform. We argue that all these five aspects of global brand posts affect fans engagement on brand page. Fans engagement is conceptualized as fans behavioural response to brand posts, which will influence attitude and behaviour of other fans. There are three kinds of fans responses on brands social media page, i.e., liking, sharing and commenting. We do control the time and date of post issued, the text length of post, whether having celebrity in post, whether related to a remarkable event, the number of followers of brand on Weibo, and product category. Interactivity Interactivity is defined as “the degree to which two or more communication parties can act on each other, on the communication medium, and on the messages and the degree to which such influences are synchronized” (Liu & Shrum 2002, p.54). Interactivity requires two-way interaction between not only customers and companies, but customers themselves (Hoffman & Novak, 1996). Brand posts on Weibo differ in the degree of interactivity. Some posts only have text, picture, or video to deliver messages of brands, which has no possibility to interact with fans. Some posts include a link that fans can click to get more information, which enhances the interactivity of communication. Other posts have questions, which stimulate interaction with fans and followers. There are posts inviting people to indicate their like or comment on social media, which are considered as high interactivity as well. Advertising research has found the positive correlation between interactivity of ads and consumers’ attitude (Coyle & Thorson, 2001). De Vries, Gensler and Leeflang (2012) found interactivity of brand post on brand fan pages partially positively related to brand popularity (measured by number of likes and comments). Empirical research (Lee et al., 2017) using Facebook data showed that having links negatively associated with customer engagement, and having questions increased comments but reduced likings. For the inconsistent findings in the literature, we re-examine this relationship by focusing on global brands on a not well-examined Chinese social media, Weibo. Vividness Vividness refers to the format richness of the message (Daft & Lengel, 1986; Fortin & Dholakia, 2005). As for brand posts, vividness is reflected by the number of sensory dimensions and senses presented (text, colours, pictures, and videos, etc.). The degree of vividness influences what and how multiple senses are stimulated (Coyle & Thorson, 2001). For example, a picture post will activate more senses than a text post because the former has colour that stimulates sight more vividly than the later. Vividness is related to but differs from interactivity. Interactivity focuses on the characteristic of two-way interaction of the communication, while vividness stands for the multiple senses stimulated by the communication. Some advertising research found that a vivid web advertisement results in higher attention and more clicks (Lohtia, Donthu, & Hershberger, 2003). As a result, we differentiate vividness of each post and predict that more vivid post associated with higher customer engagement. A vivid post attracts more likes, shares and comments. Localization-related attributes Localization-related attributes are symbols that posts have reflecting the characteristics of local culture and people. The debate of globalization (standardization) versus localization has lasted several decades. Even though a global standardized marketing strategy saves money and gains scale economy, the localization approach (Keegan, 1969) is supported by the reality that each market has unique tastes. In the international advertising literature, some scholars found that many multinational firms “plan globally and act locally” (Blackwell, Ajami, & Stephan, 1991). “Global-local dilemma” exists when global luxury brands internationalize into the Chinese market (Liu et al., 2016). The marketing communication research found that it is not advised for global brands to use the same appeals and symbols in advertising across different countries (Kanso & Nelson, 2002). In other words, the combination of global advertising theme and local communication expertise can result in enhanced effectiveness. We propose, on Weibo, people are more actively engaged to like, share, or comment global brand posts when Chinese elements, such as Chinse handwriting, Chinese festivals, and Chinese celebrity spokespeople, are present. Informative attributes Besides interactivity and vividness, which capture the format characteristics of global brand posts, content-related attributes are associated with customer engagement as well. Informative content is an important side of content attributes. One important function of brand posts is to deliver messages to customers. Research shows that on social networks people tend to have positive attitudes towards informative ads (Taylor, Lewin, & Strutton, 2011). Global brand posts with specific information should result in higher customer engagement than less informative posts. Additionally, global brand posts on social media may have different types of marketing information, such as product, price, promotion and placerelated ones respectively. The posts with varying degree of informative content may change customer engagement as well. Emotional attributes Emotional attributes are another side of the content characteristics of brand posts besides informative ones. Advertising research shows that using emotion appeal in ads is an effective way to gain people attention and generate actions (Holbrook & Batra, 1987). Emotional connections between customers and brands are considered more stable than cognitive association (Heath, Brandt, & Nairn, 2006). Some scholars find that emotional appeal on banner advertising result in positive effects on click-through rates in both B2B and B2C contexts (Lohtia et al., 2003). Empirical research (Lee et al., 2017) on Facebook shows that perceived emotion in brand posts strongly boost users’ likes and comments. Similarly, we propose that emotional attributes of global brand posts on Weibo are correlated with fans engagement. We conceptualize emotional attributes with three elements, emotional tone, emotional icon and emotional core. Emotional core reflects the type of emotions, such as humour, happiness, and love, etc. Emotional tone stands for the strength of emotion, i.e. the emotion is weak or strong. Emotional icon refers to whether the content of posts has emotional symbols, which can take form of icons or net slangs. Research Design Operationalization Dependent variables Customer engagement is operationalized as three variables, the number of likes, the number of shares, and the number of comments of each global brand post. Independent variables Vividness. Vividness is operationalized as four categories standing for different vividness degree, text only, (text and) static picture, (text, static and) animated picture, (text, picture and) video. Interactivity. Interactivity is operationalized as five 0-1 variables, having link, having question, having invitation/incentive to like, having invitation/incentive to share, having invitation/incentive to comment. Localization-related attributes. This part is operationalized as four 0-1 variables, having Chinese culture image, having Chinese culture colour, having Chinese festival, and having Chinese celebrity spokespeople (we include celebrity as a control variable). Informative attributes. This part is operationalized as seven 0-1 variables, whether a post having information of (1) brand name, (2) promotion/trial, (3) price, (4) segmentation, (5) product lunch time, (6) purchase distribution, and (7) public relation event. Emotional attributes. This part is operationalized as three variables, (1) emotional icon, a 0- 1 variable, having emotional symbols or not, (2) emotional core, a categorical variable, different type of emotions identified by surveyed respondents, and (3) emotion tone, a scalerating variable from 1 to 3, standing for none, weak and strong emotion. Control Variables. There are five control variables, (1) time of posts, including date and hour; (2) length of posts, i.e., the number of Chinese characters; (3) celebrity, whether there is a celebrity in a post; (4) event, whether a post is related to a remarkable event; (5) the number of fans of brand, and (6) product category (3 dummy variables to differentiate four categories). Data We chose 6 global brands across five product categories, specifically, beverage (Coca-cola and Starbucks), cosmetics (Olay and L’Oréal), and sports (Nike and Adidas). All these global brands created Weibo account before 2012 and have cumulated a large number of followers. We select the posts from Sept. 1, 2016 to Feb. 28, 2017, within 6 months. This time duration is long enough to get analytical data. This period covers main Chinese traditional festivals, such as Mid-Autumn Festival, National Day, and Chinse New Year, which results in more variances in localization-related variables. Data were collected through two stages. The first stage was to download raw data from Weibo’s brand pages with Internet worm program directly. Each brand has its page which contains all posts it issued and the number of people’s likes, shares, and comments for each post. The second stage is to code content and get the final dataset. Most of 0-1 variables, such as interactivity, localization-related attributes, and informative attributes were coded by two research assistants. Variables of vividness were also coded by them. Variables of emotional attributes were coded by a survey to ask 500 Weibo users. This survey-based coded method is well applied in published research (e.g., Kumar et al., 2016; Lee et al., 2017). Model The three dependent variables, the numbers of likes (y1), shares (y2), and comments (y3), are count data with a Poisson distribution. As a result, the basic model is as following: 𝑦ij = 𝛼 + 𝑒𝑥𝑝(Σ3p=1 𝛽1p 𝑣𝑖𝑣𝑖𝑑pj + Σ5q=1 𝛽2q 𝑖𝑛𝑡𝑒𝑟qj + Σ4r=1 𝛽lr 𝑙𝑜𝑐𝑎𝑙rj + Σ7s=1 𝛽4s 𝑖𝑛𝑓𝑜sj + Σ3p=1 𝛽5t 𝑒𝑚𝑜𝑡tj + 𝛽6 𝑑𝑎𝑡𝑒j + 𝛽7 ℎ𝑜𝑢𝑟j + 𝛽8 𝑙𝑒𝑛j + 𝛽9 𝑐𝑒𝑙𝑒j + 𝛽10 𝑒𝑣𝑒𝑛𝑡j + 𝛽11 #𝑓𝑜𝑙𝑙𝑜𝑤j + Σ4u=1 𝛽12u 𝑝𝑟𝑜𝑐𝑎𝑡uj) + 𝜀ij (1) Expected Results This research is among the first initiative to examine social media communication in China. We are still working on the data analysis so far. We intend to identify the influence of global posts on fans engagement, which are from not only the content of posts (informative and emotional attributes), but also the design of posts (vividness and interactivity), and especially the localization considerations. We expect to find that the content foci differ fans engagement. Posts of sales promotion should be more effective to enhance fans engagement than those of product demonstration. We can identify what form of posts stimulates fans participation more effectively. We will know whether a video post is more effective than a picture post. Most interestingly, we will know how the posts combined with Chinese cultural elements on social media are responded. For example, we could compare the difference between posts having foreign and local celebrity people. We will know how different customer engagement behaviour influence by the same characteristic of posts. We can identify the most influential factors to each of three customer responses (liking, sharing, and commenting). Comparing with the research using data from Facebook or other social media outlets, we can obtain implications guiding global brands to implement social media strategy across countries.

With the tremendous development of social media in recent years, luxury brands have welcomed social media with open arms as a means to engage with their customers. How luxury brands can make good use of social media marketing strategy is a top priority for both academicians and partitions but has not been well investigated. Many significant research gaps are present in this area warranting further explorations. For example, there is little research on the effectiveness of celebrity endorsement on social media (except for Chung and Cho’ (2017) study), even less for luxury brands. In addition, previous research on social media marketing mainly focuses on western-based platforms such as Facebook and Twitter. Given the mentioned research gaps, this study builds on social media marketing and celebrity endorsement literature and aims to investigate the key factors influencing the effectiveness of celebrity-based social media marketing efforts for luxury brands. In particular, China market and Sina Weibo are selected as our research setting. We propose the message characteristics, celebrity characteristics, celebrity-brand relationship and brand characteristics have impact on customer engagement in celebrity-based social media marketing activities. We combined two data sources to generate the key variables. First, we derived posts on the brand pages of 12 luxury brands (e.g., Cartier, Tiffany, BVLGARI and PIAGET) that were published on Sina Weibo from September 2016 to March 2017 on the middle of December 2017. Then celebrity-related posts were all picked out. The final sample includes more than five hundred celebrity-related brand posts. For each post, it contains three kinds of engagement measures (i.e., the number of Likes, Retweets and Comments) observed on Sina Weibo. They are dependent variables in our model. We built up regression models to test the hypotheses. To generate those variables that cannot be derived directly from the posts, a set of independent coders was recruited to quantify those variables. The exploratory results show that posts related to celebrities (e.g., brand ambassador/spokesman) take a significant part of posts on Sina Weibo brand pages.

본 연구는 사전지식 수준이 어떠한 조절요인을 통해서 소셜커뮤니케이션 행동을 하는지를 검 토하였다. 정치쟁점 ‘사드’에 대한 사전지식 수준이 관여도와 뉴스신뢰도에 미치는 영향을 검증 한 결과, 관여도 구성 요소중 이슈관여, 가치관여 측면에서 차이를 보였고, 뉴스신뢰도에는 영향 을 미치지 않았다. 정치쟁점 ‘사드’에 대한 사전지식 수준이 소셜커뮤니케이션 행동에 미치는 영 향을 검토한 결과, 정보전달과 정보공유행동에 유의미한 차이를 보이지 않았다. 그러나 정치쟁점 ‘사드’에 대한 사전지식 수준과 소셜커뮤니케이션 행동의 관계에서 관여도와 뉴스신뢰도가 조절 요인으로 효과가 있는지 살펴보았다. 그 결과 모두 조절요인으로서 효과가 있는 것으로 나타났 다. ‘좋아요’에는 뉴스신뢰도와 가치관여가 조절변인으로서 통계적으로 유의한 것으로 나타났다. ‘댓글달기’는 가치관여가 가장 높게, 정치관여가 조절효과를 보였다. ‘공유하기’의 경우엔 뉴스신 뢰도, 이슈관여, 정치관여, 가치관여등 모든 요인이 유의미한 영향을 주는 것으로 나타났다.

본 연구는 가정폭력 가해자를 대상으로 한 가정폭력 프로그램의 효과성을 검증하는 연구이다. 본 연구에서는 가정폭력 프로그램의 개입 효과성을 검증하기 위해 갈등, 폭력, 분노, 의사소통, 자아인식이 프로그램 전과 후에 어떤 변화를 보이고 있는지를 분석하였다. 그 결과 갈등, 폭력, 분노, 부정적 의사소통 변인은 사후 점수가 사전 점수보다 더 낮게 나타났으며, 자기 자신과 긍정적 의사소통 변인은 사후 점수가 사전 점수보다 더 높게 나타났다. 각 변인들의 사전, 사후 점수의 유의성을 분석한 결과, 갈등과 자기 자신, 긍정적 의사소통이 유의미한 통계적 결과를 도출하였다. 프로그램 종료 후 대다수 연구 참여자들은 가정폭력 프로그램이 행동 변화, 신체적 폭력 행사, 가정에서의 노력 등에 있어 긍정적인 변화를 경험했다고 응답했다. 이러한 결과는 가해자 대상 가정폭력 프로그램이 연구 참여자의 부정적 변인들의 수준을 낮추고, 긍정적 변인들을 수준을 높이며 행동 변화로까지 연결됨을 의미하는 것이다. 이러한 결과를 토대로 본 연구는 가정폭력 프로그램에 대한 구체적 제언을 제시하였다.

본 연구는 ‘기능-형식 관계 주목초점 기반 네 기본문형 연습’과 ‘협력학습’의 바탕에 내 러티브 기반 영어동화책을 소재로 하여 학생의 정의적 측면과 영어 의사소통능력을 모 두 신장시키는 데 그 목적이 있다. 학생들의 정의적 측면을 신장시키기 위해서는 영어 동화책을 활용하여 교육과정을 재구성한 뒤 협력적 활동을 실시하였다. 의사소통능력신 장을 위해서는 ‘기능-형식 관계 주목초점 기반 네 기본문형 연습’의 방법을 사용하였다. 연구는 6학년 학생 93명 대상, 주당 3시간으로 1년간 이루어졌으며, 1-2차시에는 네 기 본문형 연습과 협력학습의 방법으로 주요표현의 듣고, 말하기 활동을 하였다. 3차시에는 1-2차시에 배운 표현을 쓰는 활동을 하였으며 이때도 역시 협력학습의 방법을 활용하였 다. 4차시에는 목표표현이 포함된 영어 동화책을 읽었으며, 5차시에는 학생들이 목표표 현과 영어동화책의 내용을 활용하여 역할극 대본을 쓰고 역할극을 하였다. 6차시에는 평가 및 과제 점검이 이루어졌다. 이 연구를 통해 학생들이 영어 동화책의 교훈적인 요 소를 내면화하고, 협력학습을 통해 정의적 측면이 향상되었다. ‘기능-형식 관계 주목초점 기반 네 기본문형 연습’은 학생들의 문법 감각을 길러주어 의사소통능력의 향상이 이루 어졌다.

본 연구의 목적은 정보통신 윤리교육에서 개인화 포털을 활용한 사례기반학습의 효과성 분석을 위한 것이다. 이 연구 문제를 해결하기 위하여 강원도에 소재한 특성화 고등학교 3학년 2개 학급 30명을 실험집단(15명)과 통제집단(15명)으로 선정하였다. 실험에 앞서 두 집단의 동질성을 알아보기 위한 사전 검사를 실시하였다. 실험은 3주 동안 6차시에 걸쳐 진행되었으며, 개인화 포털을 활용한 사례기반학습은 실험집단에만 투입하였다. 정보통신 윤리의식의 향상 정도를 측정하기 위하여 사후검사를 실시하였다. 실험 결과에 대한 통계처리는 SPSS/WIN 19.0 통계프로그램을 이용하여 정보통신 윤리의식 검사의 두 집단 간 평균을 비교하는 독립표본 t-검증을 실시하였다. 본 연구의 결과는 개인화 포털을 활용한 사례기반학습 수업모형을 활용하여 정보통신 윤리교육을 학습자에게 적용한 후, 학습자의 정보통신 윤리의식의 변화를 존중영역과 책임영역으로 나누어 분석한 결과 존중영역이 16% 책임영역이 10% 향상되었다.

본 연구는 선박조직의 의사소통에 있어서의 부정적 영향으로서의 집단 갈등에 주목하여 의사소통과 갈등의 관계를 규명해 보고 집단 갈등이 집단 구성원의 태도와 성과에 어떠한 영향을 미치는지를 분석해 보고자 하였다. 선박조직과 육상조직 사이의 의사소통이 집단간 갈등에 통계적으로 유의미한 영향을 미치고, 의사소통이 효율적으로 이루어질수록 육상조직과의 갈등은 줄어드는 것으로 나타났다. 또한 선박조직구성원 사이의 의사소통이 선박조직의 집단 내 갈등에 통계적으로 유의미한 영향을 미치고, 선박구성원 사이에 원활한 의사소통이 이루어지면 선내 구성원간의 갈등은 감소하게 되는 것으로 나타났다. 그리고 선박조직과 육상조직간의 집단간 갈등과 선박조직내 구성원간의 갈등은 선박조직의 집단응집성과 조직몰입 및 직무만족에 부정적인 영향을 미치며, 집단응집성은 조직몰입 및 직무만족에 통계적으로 유의한정(+)의 영향을 미치는 것으로 나타났다.