Yoon Hi Sung
Biographic Data
| ID | 6464895 |
|---|---|
| NAME | Yoon Hi Sung |
| GIVEN NAMES | Yoon Hi |
| FAMILY NAME | Sung |
| SIGNATURE | SUNG Y H |
| AFFILIATIONS | University of Oklahoma |
| ORCID | 0000-0002-5188-8076 |
| VERIFIED | Yes |
| TOTAL WORKS | 11 |
| TOTAL CITATIONS | 7 |
| WORKS AS AUTHOR | 11 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2020 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 2 |
Unveiling the persuasion knowledge mechanism in YouTube affiliate marketing
Two studies investigated the effects of YouTube affiliate marketing disclosures on consumer responses. Study 1 demonstrated that accessing persuasion knowledge (PK) via disclosures does not necessarily lead to negative responses; instead, it may prompt assumptions of credibility. Explanation and channel support disclosures were linked to credibility and fairness, while obscure disclosures, such as presenting affiliate links alone, tended to raise…
She’s my favorite YouTuber, so I watch ads on her channel
This research examined a unique ad-consuming behavior on YouTube, voluntary ad-watching, triggered by the levels of parasocial interaction (PSI) that users establish with YouTubers. Study 1 revealed that a strong PSI with a YouTuber was positively associated with users’ support intention as well as their voluntary ad-watching intention. Study 2 showed that increased ‘support’ intention interplayed with users’ knowledge about how YouTube ads work …
Online targeted ads
Symmetry, inclusion and workplace conflicts
Purpose This research aims to examine how two management strategies (symmetrical communication and inclusive management) work in handling workplace conflicts (interpersonal/organizational levels), especially with regard to employee advocacy and job turnover intentions. Design/methodology/approach A total of three employee survey datasets were used to test hypotheses and research questions. Two secondary datasets were obtained in South Korea ( N =…
When infographics work better
Objective This study examined the effects of temporal frame and message format on users’ risk perception, message elaboration, and intention to disseminate the message to others.Methods 268 undergraduate students at a U.S. public university participated in a 2 (temporal frame: day vs. year) x 2 (message format: text-based vs. visual-based infographics) online experiment. Participants were randomly assigned to one of the four conditions and comple…
Does company size matter in corporate social responsibility? An examination of the impact of company size and cause proximity fit on consumer response
Two experimental studies were carried out to investigate the effect of company size and cause proximity on consumer response to CSR initiatives. Findings from Study 1 demonstrated that, for a large company, the national cause led to more favourable attitudes toward the ad and the company, and a more socially responsible corporate image than the local cause. By comparison, for a small company, the local cause produced more positive attitudes towar…
Distance matters
This research examined the relationship between consumers’ self-brand connections (SBCs) and psychological distance toward a brand (Study 1) and empirically tested the matching principle in which construal levels of ad messages (high vs. low) should be congruent with a target market’s SBCs to maximize ad effectiveness (Studies 2 and 3). Study 1 found when consumers had stronger SBCs, they felt a closer psychological distance toward the brand. Mea…
Communities Going Virtual
Pandemics overthrow our fundamental understanding of social capital and perceived community resilience-building. Social capital, the very source of support and resources during natural disasters to build resilience, has become a source of danger during pandemics. Applying communication ecology as a theoretical framework, this study uncovers the role of social media in connecting social capital and perceived community resilience in the COVID-19 pa…
Doing good while playing
Facebook ads not working in the same way
Online bandwagon effects
Bandwagon effects explain an individual’s tendency to conform to and follow other people’s opinions. Drawing on bandwagon effects, this study explored the relative influence of two different bandwagon heuristic cues in an online comments section (quantitative vs qualitative) on changes in news readers’ opinion. Study 1 revealed that qualitative cues have a stronger effect than quantitative cues in changing news readers’ opinions. Study 2 replicat…
Communities Going Virtual
Pandemics overthrow our fundamental understanding of social capital and perceived community resilience-building. Social capital, the very source of support and resources during natural disasters to build resilience, has become a source of danger during pandemics. Applying communication ecology as a theoretical framework, this study uncovers the role of social media in connecting social capital and perceived community resilience in the COVID-19 pa…
Online bandwagon effects
Bandwagon effects explain an individual’s tendency to conform to and follow other people’s opinions. Drawing on bandwagon effects, this study explored the relative influence of two different bandwagon heuristic cues in an online comments section (quantitative vs qualitative) on changes in news readers’ opinion. Study 1 revealed that qualitative cues have a stronger effect than quantitative cues in changing news readers’ opinions. Study 2 replicat…
Doing good while playing
Facebook ads not working in the same way
Online bandwagon effects
Bandwagon effects explain an individual’s tendency to conform to and follow other people’s opinions. Drawing on bandwagon effects, this study explored the relative influence of two different bandwagon heuristic cues in an online comments section (quantitative vs qualitative) on changes in news readers’ opinion. Study 1 revealed that qualitative cues have a stronger effect than quantitative cues in changing news readers’ opinions. Study 2 replicat…
Distance matters
This research examined the relationship between consumers’ self-brand connections (SBCs) and psychological distance toward a brand (Study 1) and empirically tested the matching principle in which construal levels of ad messages (high vs. low) should be congruent with a target market’s SBCs to maximize ad effectiveness (Studies 2 and 3). Study 1 found when consumers had stronger SBCs, they felt a closer psychological distance toward the brand. Mea…
Communities Going Virtual
Pandemics overthrow our fundamental understanding of social capital and perceived community resilience-building. Social capital, the very source of support and resources during natural disasters to build resilience, has become a source of danger during pandemics. Applying communication ecology as a theoretical framework, this study uncovers the role of social media in connecting social capital and perceived community resilience in the COVID-19 pa…
Symmetry, inclusion and workplace conflicts
Purpose This research aims to examine how two management strategies (symmetrical communication and inclusive management) work in handling workplace conflicts (interpersonal/organizational levels), especially with regard to employee advocacy and job turnover intentions. Design/methodology/approach A total of three employee survey datasets were used to test hypotheses and research questions. Two secondary datasets were obtained in South Korea ( N =…
When infographics work better
Objective This study examined the effects of temporal frame and message format on users’ risk perception, message elaboration, and intention to disseminate the message to others.Methods 268 undergraduate students at a U.S. public university participated in a 2 (temporal frame: day vs. year) x 2 (message format: text-based vs. visual-based infographics) online experiment. Participants were randomly assigned to one of the four conditions and comple…
Does company size matter in corporate social responsibility? An examination of the impact of company size and cause proximity fit on consumer response
Two experimental studies were carried out to investigate the effect of company size and cause proximity on consumer response to CSR initiatives. Findings from Study 1 demonstrated that, for a large company, the national cause led to more favourable attitudes toward the ad and the company, and a more socially responsible corporate image than the local cause. By comparison, for a small company, the local cause produced more positive attitudes towar…
Online targeted ads
She’s my favorite YouTuber, so I watch ads on her channel
This research examined a unique ad-consuming behavior on YouTube, voluntary ad-watching, triggered by the levels of parasocial interaction (PSI) that users establish with YouTubers. Study 1 revealed that a strong PSI with a YouTuber was positively associated with users’ support intention as well as their voluntary ad-watching intention. Study 2 showed that increased ‘support’ intention interplayed with users’ knowledge about how YouTube ads work …
Unveiling the persuasion knowledge mechanism in YouTube affiliate marketing
Two studies investigated the effects of YouTube affiliate marketing disclosures on consumer responses. Study 1 demonstrated that accessing persuasion knowledge (PK) via disclosures does not necessarily lead to negative responses; instead, it may prompt assumptions of credibility. Explanation and channel support disclosures were linked to credibility and fairness, while obscure disclosures, such as presenting affiliate links alone, tended to raise…
Psychology (11 works) · Social Psychology (11 works) · Digital Marketing and Social Media (7 works) · Political science (7 works) · Advertising (5 works) · Business (5 works) · Computer Science (4 works) · Consumer Behavior in Brand Consumption and Identification (4 works) · Media Influence and Health (3 works) · Perception (3 works)