Myoung-Gi Chon
Biographic Data
| ID | 1322214 |
|---|---|
| NAME | Myoung-Gi Chon |
| GIVEN NAMES | Myoung-Gi |
| FAMILY NAME | Chon |
| SIGNATURE | CHON M |
| AFFILIATIONS | Auburn University |
| ORCID | 0000-0002-6586-6863 |
| VERIFIED | Yes |
| TOTAL WORKS | 21 |
| TOTAL CITATIONS | 4 |
| AUTHOR COUNT | 21 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2016 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
From Online to the Streets: Applying the Integrative Model of Activism to Türkiye’s Refugee Issue
This study tests the Integrative Model of Activism (IMA) developed by Chon and Park (2020) in the context of the refugee issue in Türkiye and extends the theoretical framework by incorporating the subjective norm variable. Türkiye provides a particularly relevant context for exploring the transitional dynamics between online and offline activism, given the persistence of strong social belonging and the increasing visibility of political engagemen…
Generative AI Through the Eyes of Aspiring PR Professionals in the United States: A Q-Methodology Study
This study examines U.S. college public relations (PR) students’ perspectives on the impact of generative artificial intelligence (AI) on PR careers using Q methodology. The 36-statement Q sample was developed around four constructs from the extended technology acceptance model. Q sorts from 37 undergraduate PR students yielded two distinct factors. The first reflected optimism about generative AI’s role in PR, while the second expressed concern …
Predicting Covid-19 vaccination compliance among Korean young adults through the situational theory of problem solving
Purpose The purpose of this study was to propose a theoretical model to predict government compliance on COVID-19 vaccination targeting Millennials and Generation Z (generation MZ) by expanding the situational theory of problem solving (STOPS) model with government trust in the COVID-19 pandemic. The presented model found that situational motivation in problem solving on COVID-19 vaccines and active communicative action in problem solving (i.e. i…
Classifying environmental publics: A public segmentation framework to predict climate change-related information seeking and activism
Purpose This study aims to propose a theoretical framework for public segmentation to identify various publics and conceptualize an activist public concerned with environmental issues, focusing specifically on the issue of climate change. Design/methodology/approach By incorporating the summation method of public segmentation from strategic communication research and levels of anger, this study identifies four types of environmental publics, usin…
Mediating Role of Racial Discrimination on the Relationship between English Proficiency and Health Outcomes among Korean Americans during the Covid-19 Pandemic
Unpacking Generative Artificial Intelligence‐Powered Crisis Communication From a Moral Angle: The Role of Moral Outrage, Authenticity, and Forgiveness
This study aims to advance crisis communication by incorporating morality in understanding crisis communication and explicating effective strategies for using artificial intelligence (AI) technology (e.g., ChatGPT) in the context of the ‘preventable’ cluster of crisis types. To this end, we conducted an online experiment, adopting a 3 (crisis type) × 2 (crisis response source label) between‐subjects design. The results indicate that scansis elici…
Fostering compliance with Covid-19 guidelines: Insights for Risk Communication Strategies During a Pandemic
To prevent the spread of infectious diseases such as COVID-19, health organizations must employ effective risk communication. Specifically, it is critical for public health organizations to identify factors affecting citizens’ compliance behaviors. Focusing on the Centers for Disease Control and Prevention (CDC), the United States’ national public health agency, this study advanced a theoretical framework predicting Americans’ social-distancing b…
Understanding Active Communicators on the Food Safety Issue: Conspiratorial Thinking, Organizational Trust, and Communicative Actions of Publics in China
As misinformation is common in the digital media environment, it has become more important to understand risk communication in the context of communicative behaviors of publics that affect public opinion and policymaking. Focusing on food safety issues such as genetically modified food and food additives in China, this study aims to understand the communicative action of publics and the role of organizational trust in the conspiratorial thinking …
The Effects of Trust, Distrust, and Motivation on Information Behaviors: The Cases of GM Food and Food Additives in China
Food-related issues have recently become one of the most salient and controversial issues and have received increasing media and scholarly attention. This study examines the distinct effects of trust and distrust on the public’s information behaviors, specifically in the context of two food-related issues including GM food and food additives. This study employs a cross-sectional survey with 1,089 Chinese citizens. This study demonstrates that tru…
Country-of-Origin Relationship (CoOR): A Relational Approach to Understanding the Association Between a Multinational Company in Crisis and Its Country of Origin
Extant research has examined country-of-origin (CoO) from a marketing perspective, examining the effects of consumers' evaluations of a country's image on attitudes toward products from the country. To advance research on CoO, there are calls to approach CoO from the perspectives of other disciplines. From the perspective of public relations, this study conceptualizes country-of-origin relationship (CoOR) and examines it as individuals' evaluatio…
Embodying Temporality in Response Efficacy: How Coping Appraisal Promotes Preventive Behavioral Engagement During the Ongoing Pandemic
This study heightens the understanding of response efficacy as a determinant of engagement in preventive behavior during the ongoing COVID-19 pandemic. To achieve a more nuanced conceptualization of response efficacy, this study proposes and examines a time-based coping appraisal framework, drawing upon a part of the extended parallel process model (EPPM). The current study investigates how the temporality of coping response message features work…
The role of social media in empowering activism: Testing the integrative model of activism to anti-Asian hate crimes
This study aimed to predict how individuals engage in activism combatting Asian hate crimes. It is critical to understand how publics engage in anti-Asian hate crime activism because their engagement leads to collective action to solve the issue. This study applies the integrative model of activism to anti-Asian hate crimes. The results showed that situational motivation in problem solving, social media efficacy, and affective injustice were posi…
When work and life boundaries are blurred: The effect of after-hours work communication through communication technology on employee outcomes
Purpose As new work environments have been created and accelerated due to technological advances, after-hours work communication has become one of the prominent features of the technology-enabled work environment. Grounded in the conservation of resources theory, this study aims to uncover the effects of after-hours work communication through communication technologies on employees' burnout and extra-role behaviors. Design/methodology/approach Th…
From Mind to Mouth: Understanding Active Publics in China and Their Communicative Behaviors on GM Foods
Using an online survey conducted in China (N = 1089), this study aims to understand the characteristics of active publics on the issue of genetically modified (GM) foods and provide effective communication strategies with active publics in China. In doing so, this study segments active publics regarding GM foods and predicts their communicative behaviors on GM foods by using the theoretical framework of situational theory of problem solving (STOP…
Predicting Public Support for Government Actions in a Public Health Crisis: Testing Fear, Organization-Public Relationship, and Behavioral Intention in the Framework of the Situational Theory of Probl…
This study aimed to examine a theoretical model to predict publics' communicative actions to take and transmit information from the Centers for Disease Control and Prevention (CDC), as well as their behavioral intentions to follow the CDC's instructions in the context of infectious disease outbreaks. Using the framework of the situational theory of problem-solving (STOPS), this study tested the roles of fear and positive organization-public relat…
Misinformation and Government Crisis Management in South Korea: Understanding Active Publics’ Belief in Misinformation about the Yemeni Refugee Issue and Its Effect on Active Communication Behaviors
This study aims to investigate how situationally motivated publics respond to misinformation in the context of the Yemeni refugee issue in South Korea. In particular, this study examined how situational motivation in problem-solving on the issue is associated with belief in misinformation and active communication behaviors in the framework of situation theory of problem-solving (STOPS). The results of this study showed that individuals with a hig…
Effects of organizational conflict history and employees' situational perceptions of Covid-19 on negative megaphoning and turnover intention
Purpose This study explores the interaction effects of organizational conflict history and employees' situational perceptions of COVID-19 on negative megaphoning and turnover intention. Design/methodology/approach Survey data ( N = 476) were collected from US citizens, who self-identified as full-time employees, through Amazon Mechanical Turk (MTurk) in August 2020. Findings Organizational conflict history (i.e. highly conflict-prone vs less conf…
Are Chinese Netizens Willing to Speak Out? The Spiral of Silence in Public Reactions to Controversial Food Safety Issues on Social Media
This study examines the influential factors posited by the Spiral of Silence Theory (SoS) in shaping people's perceptions of the overall public opinion towards food safety issues in China and their willingness to speak out. Two highly controversial issues, including genetically modified (GM) food and food additives, are examined. Using an online opt-in panel in China, we collected survey responses from a total of 1089 respondents, with a comparab…
Classifying foreign publics: Examining the relationships behavioral experience, symbolic environment, and communication behaviors among key foreign publics
This study applies Tam and Kim's 2019 taxonomy to alumni data for the Global Korea Scholarship in order to segment key foreign publics and understand their communication behaviors toward South Korea in the context of public diplomacy. In this study, key foreign publics refer to groups of foreign publics who are positioned to impact the public diplomacy goals of a nation. They have a direct behavioral relationship with a foreign host country and m…
Seeing a crisis through colored glasses: How partisan media leads to attribution of crisis responsibility and government trust
This study uses a real national crisis, South Korea's 2014 Sewol ferry disaster, to examine how publics exposed to partisan media perceive the attribution of crisis responsibility and government trust differently. The study also investigates the mediating role of the attribution of crisis responsibility on the relationship between partisan media and government trust. The results demonstrate that citizens' partisan selective exposure influence the…
Tweeting as Health Communication: Health Organizations’ Use of Twitter for Health Promotion and Public Engagement
This study examined how major health organizations use Twitter for disseminating health information, building relationships, and encouraging actions to improve health. The sampled organizations were the American Heart Association, American Cancer Society, and American Diabetes Association. A content analysis was conducted on 1,583 tweets to examine these organizations' use of Twitter's interactive features and to understand the message functions …
Fostering compliance with Covid-19 guidelines: Insights for Risk Communication Strategies During a Pandemic
To prevent the spread of infectious diseases such as COVID-19, health organizations must employ effective risk communication. Specifically, it is critical for public health organizations to identify factors affecting citizens’ compliance behaviors. Focusing on the Centers for Disease Control and Prevention (CDC), the United States’ national public health agency, this study advanced a theoretical framework predicting Americans’ social-distancing b…
Understanding Active Communicators on the Food Safety Issue: Conspiratorial Thinking, Organizational Trust, and Communicative Actions of Publics in China
As misinformation is common in the digital media environment, it has become more important to understand risk communication in the context of communicative behaviors of publics that affect public opinion and policymaking. Focusing on food safety issues such as genetically modified food and food additives in China, this study aims to understand the communicative action of publics and the role of organizational trust in the conspiratorial thinking …
Classifying foreign publics: Examining the relationships behavioral experience, symbolic environment, and communication behaviors among key foreign publics
This study applies Tam and Kim's 2019 taxonomy to alumni data for the Global Korea Scholarship in order to segment key foreign publics and understand their communication behaviors toward South Korea in the context of public diplomacy. In this study, key foreign publics refer to groups of foreign publics who are positioned to impact the public diplomacy goals of a nation. They have a direct behavioral relationship with a foreign host country and m…
Seeing a crisis through colored glasses: How partisan media leads to attribution of crisis responsibility and government trust
This study uses a real national crisis, South Korea's 2014 Sewol ferry disaster, to examine how publics exposed to partisan media perceive the attribution of crisis responsibility and government trust differently. The study also investigates the mediating role of the attribution of crisis responsibility on the relationship between partisan media and government trust. The results demonstrate that citizens' partisan selective exposure influence the…
Tweeting as Health Communication: Health Organizations’ Use of Twitter for Health Promotion and Public Engagement
This study examined how major health organizations use Twitter for disseminating health information, building relationships, and encouraging actions to improve health. The sampled organizations were the American Heart Association, American Cancer Society, and American Diabetes Association. A content analysis was conducted on 1,583 tweets to examine these organizations' use of Twitter's interactive features and to understand the message functions …
Seeing a crisis through colored glasses: How partisan media leads to attribution of crisis responsibility and government trust
This study uses a real national crisis, South Korea's 2014 Sewol ferry disaster, to examine how publics exposed to partisan media perceive the attribution of crisis responsibility and government trust differently. The study also investigates the mediating role of the attribution of crisis responsibility on the relationship between partisan media and government trust. The results demonstrate that citizens' partisan selective exposure influence the…
Predicting Public Support for Government Actions in a Public Health Crisis: Testing Fear, Organization-Public Relationship, and Behavioral Intention in the Framework of the Situational Theory of Probl…
This study aimed to examine a theoretical model to predict publics' communicative actions to take and transmit information from the Centers for Disease Control and Prevention (CDC), as well as their behavioral intentions to follow the CDC's instructions in the context of infectious disease outbreaks. Using the framework of the situational theory of problem-solving (STOPS), this study tested the roles of fear and positive organization-public relat…
Misinformation and Government Crisis Management in South Korea: Understanding Active Publics’ Belief in Misinformation about the Yemeni Refugee Issue and Its Effect on Active Communication Behaviors
This study aims to investigate how situationally motivated publics respond to misinformation in the context of the Yemeni refugee issue in South Korea. In particular, this study examined how situational motivation in problem-solving on the issue is associated with belief in misinformation and active communication behaviors in the framework of situation theory of problem-solving (STOPS). The results of this study showed that individuals with a hig…
Effects of organizational conflict history and employees' situational perceptions of Covid-19 on negative megaphoning and turnover intention
Purpose This study explores the interaction effects of organizational conflict history and employees' situational perceptions of COVID-19 on negative megaphoning and turnover intention. Design/methodology/approach Survey data ( N = 476) were collected from US citizens, who self-identified as full-time employees, through Amazon Mechanical Turk (MTurk) in August 2020. Findings Organizational conflict history (i.e. highly conflict-prone vs less conf…
Are Chinese Netizens Willing to Speak Out? The Spiral of Silence in Public Reactions to Controversial Food Safety Issues on Social Media
This study examines the influential factors posited by the Spiral of Silence Theory (SoS) in shaping people's perceptions of the overall public opinion towards food safety issues in China and their willingness to speak out. Two highly controversial issues, including genetically modified (GM) food and food additives, are examined. Using an online opt-in panel in China, we collected survey responses from a total of 1089 respondents, with a comparab…
Classifying foreign publics: Examining the relationships behavioral experience, symbolic environment, and communication behaviors among key foreign publics
This study applies Tam and Kim's 2019 taxonomy to alumni data for the Global Korea Scholarship in order to segment key foreign publics and understand their communication behaviors toward South Korea in the context of public diplomacy. In this study, key foreign publics refer to groups of foreign publics who are positioned to impact the public diplomacy goals of a nation. They have a direct behavioral relationship with a foreign host country and m…
When work and life boundaries are blurred: The effect of after-hours work communication through communication technology on employee outcomes
Purpose As new work environments have been created and accelerated due to technological advances, after-hours work communication has become one of the prominent features of the technology-enabled work environment. Grounded in the conservation of resources theory, this study aims to uncover the effects of after-hours work communication through communication technologies on employees' burnout and extra-role behaviors. Design/methodology/approach Th…
From Mind to Mouth: Understanding Active Publics in China and Their Communicative Behaviors on GM Foods
Using an online survey conducted in China (N = 1089), this study aims to understand the characteristics of active publics on the issue of genetically modified (GM) foods and provide effective communication strategies with active publics in China. In doing so, this study segments active publics regarding GM foods and predicts their communicative behaviors on GM foods by using the theoretical framework of situational theory of problem solving (STOP…
Embodying Temporality in Response Efficacy: How Coping Appraisal Promotes Preventive Behavioral Engagement During the Ongoing Pandemic
This study heightens the understanding of response efficacy as a determinant of engagement in preventive behavior during the ongoing COVID-19 pandemic. To achieve a more nuanced conceptualization of response efficacy, this study proposes and examines a time-based coping appraisal framework, drawing upon a part of the extended parallel process model (EPPM). The current study investigates how the temporality of coping response message features work…
The role of social media in empowering activism: Testing the integrative model of activism to anti-Asian hate crimes
This study aimed to predict how individuals engage in activism combatting Asian hate crimes. It is critical to understand how publics engage in anti-Asian hate crime activism because their engagement leads to collective action to solve the issue. This study applies the integrative model of activism to anti-Asian hate crimes. The results showed that situational motivation in problem solving, social media efficacy, and affective injustice were posi…
The Effects of Trust, Distrust, and Motivation on Information Behaviors: The Cases of GM Food and Food Additives in China
Food-related issues have recently become one of the most salient and controversial issues and have received increasing media and scholarly attention. This study examines the distinct effects of trust and distrust on the public’s information behaviors, specifically in the context of two food-related issues including GM food and food additives. This study employs a cross-sectional survey with 1,089 Chinese citizens. This study demonstrates that tru…
Country-of-Origin Relationship (CoOR): A Relational Approach to Understanding the Association Between a Multinational Company in Crisis and Its Country of Origin
Extant research has examined country-of-origin (CoO) from a marketing perspective, examining the effects of consumers' evaluations of a country's image on attitudes toward products from the country. To advance research on CoO, there are calls to approach CoO from the perspectives of other disciplines. From the perspective of public relations, this study conceptualizes country-of-origin relationship (CoOR) and examines it as individuals' evaluatio…
Predicting Covid-19 vaccination compliance among Korean young adults through the situational theory of problem solving
Purpose The purpose of this study was to propose a theoretical model to predict government compliance on COVID-19 vaccination targeting Millennials and Generation Z (generation MZ) by expanding the situational theory of problem solving (STOPS) model with government trust in the COVID-19 pandemic. The presented model found that situational motivation in problem solving on COVID-19 vaccines and active communicative action in problem solving (i.e. i…
Classifying environmental publics: A public segmentation framework to predict climate change-related information seeking and activism
Purpose This study aims to propose a theoretical framework for public segmentation to identify various publics and conceptualize an activist public concerned with environmental issues, focusing specifically on the issue of climate change. Design/methodology/approach By incorporating the summation method of public segmentation from strategic communication research and levels of anger, this study identifies four types of environmental publics, usin…
Mediating Role of Racial Discrimination on the Relationship between English Proficiency and Health Outcomes among Korean Americans during the Covid-19 Pandemic
Unpacking Generative Artificial Intelligence‐Powered Crisis Communication From a Moral Angle: The Role of Moral Outrage, Authenticity, and Forgiveness
This study aims to advance crisis communication by incorporating morality in understanding crisis communication and explicating effective strategies for using artificial intelligence (AI) technology (e.g., ChatGPT) in the context of the ‘preventable’ cluster of crisis types. To this end, we conducted an online experiment, adopting a 3 (crisis type) × 2 (crisis response source label) between‐subjects design. The results indicate that scansis elici…
Fostering compliance with Covid-19 guidelines: Insights for Risk Communication Strategies During a Pandemic
To prevent the spread of infectious diseases such as COVID-19, health organizations must employ effective risk communication. Specifically, it is critical for public health organizations to identify factors affecting citizens’ compliance behaviors. Focusing on the Centers for Disease Control and Prevention (CDC), the United States’ national public health agency, this study advanced a theoretical framework predicting Americans’ social-distancing b…
Understanding Active Communicators on the Food Safety Issue: Conspiratorial Thinking, Organizational Trust, and Communicative Actions of Publics in China
As misinformation is common in the digital media environment, it has become more important to understand risk communication in the context of communicative behaviors of publics that affect public opinion and policymaking. Focusing on food safety issues such as genetically modified food and food additives in China, this study aims to understand the communicative action of publics and the role of organizational trust in the conspiratorial thinking …
From Online to the Streets: Applying the Integrative Model of Activism to Türkiye’s Refugee Issue
This study tests the Integrative Model of Activism (IMA) developed by Chon and Park (2020) in the context of the refugee issue in Türkiye and extends the theoretical framework by incorporating the subjective norm variable. Türkiye provides a particularly relevant context for exploring the transitional dynamics between online and offline activism, given the persistence of strong social belonging and the increasing visibility of political engagemen…
Generative AI Through the Eyes of Aspiring PR Professionals in the United States: A Q-Methodology Study
This study examines U.S. college public relations (PR) students’ perspectives on the impact of generative artificial intelligence (AI) on PR careers using Q methodology. The 36-statement Q sample was developed around four constructs from the extended technology acceptance model. Q sorts from 37 undergraduate PR students yielded two distinct factors. The first reflected optimism about generative AI’s role in PR, while the second expressed concern …
Political science (17 works) · Psychology (17 works) · Social Psychology (14 works) · Public relations (12 works) · Public Relations and Crisis Communication (11 works) · Business (9 works) · Politics (9 works) · Situational ethics (8 works) · Medicine (7 works) · Perception (6 works)