Chang‐Won Choi
Biographic Data
| ID | 8814840 |
|---|---|
| NAME | Chang‐Won Choi |
| GIVEN NAMES | Chang‐Won |
| FAMILY NAME | Choi |
| SIGNATURE | CHOI C W |
| AFFILIATIONS | University of South Carolina |
| ORCID | 0000-0002-2878-8720 |
| VERIFIED | Yes |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 4 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2021 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
When does good or bad news go viral? Morality and competence as moderators in corporate news sharing
Purpose This study examines how and when corporate news valence (positive vs. negative) influences individuals' intentions to share it. Drawing on expectancy violations theory and the cue-diagnosticity framework, it explores how corporate perceptions and news topics—specifically, morality and competence—moderate the effects of news valence on sharing intentions. Design/methodology/approach Two studies were conducted. Study 1 used a survey (N = 50…
Feeling Connected to the Cause
Despite the importance of companies’ corporate social responsibility (CSR) efforts to support the issue of empowering women, little is known about which communication strategies are effective for a successful CSR initiative. This research investigated how CSR messages influences consumer evaluations of a CSR activity supporting women’s empowerment via consumers’ cause involvement by conducting two experimental studies. In Study 1, a 2 (CSR messag…
Increasing company-cause fit
Although the company-cause fit has been considered the key to a successful corporate social responsibility (CSR) campaign, little is known about which communication strategies are effective in increasing the fit. Relying on the categorization theory, this research examines whether a relational communication strategy is effective in increasing company-cause fit when the functional similarity between a company and a cause is low. The findings of th…
Cross-cultural comparisons of popular YouTube ads
This study examined whether online video ads in the U.S. and South Korea reflect their cultural values in the same way as traditional advertising has shown. A content analysis was conducted on popular YouTube video ads in both countries. Surprisingly, the results from the current research were somewhat inconsistent with the previous research results in mass media advertising. Most of the frequencies of advertising appeals of popular online video …
No prominent works on this page.
Cross-cultural comparisons of popular YouTube ads
This study examined whether online video ads in the U.S. and South Korea reflect their cultural values in the same way as traditional advertising has shown. A content analysis was conducted on popular YouTube video ads in both countries. Surprisingly, the results from the current research were somewhat inconsistent with the previous research results in mass media advertising. Most of the frequencies of advertising appeals of popular online video …
Feeling Connected to the Cause
Despite the importance of companies’ corporate social responsibility (CSR) efforts to support the issue of empowering women, little is known about which communication strategies are effective for a successful CSR initiative. This research investigated how CSR messages influences consumer evaluations of a CSR activity supporting women’s empowerment via consumers’ cause involvement by conducting two experimental studies. In Study 1, a 2 (CSR messag…
Increasing company-cause fit
Although the company-cause fit has been considered the key to a successful corporate social responsibility (CSR) campaign, little is known about which communication strategies are effective in increasing the fit. Relying on the categorization theory, this research examines whether a relational communication strategy is effective in increasing company-cause fit when the functional similarity between a company and a cause is low. The findings of th…
When does good or bad news go viral? Morality and competence as moderators in corporate news sharing
Purpose This study examines how and when corporate news valence (positive vs. negative) influences individuals' intentions to share it. Drawing on expectancy violations theory and the cue-diagnosticity framework, it explores how corporate perceptions and news topics—specifically, morality and competence—moderate the effects of news valence on sharing intentions. Design/methodology/approach Two studies were conducted. Study 1 used a survey (N = 50…
Digital Marketing and Social Media (3 works) · Political science (3 works) · Business (2 works) · Computer Science (2 works) · Corporate social responsibility (2 works) · Psychology (2 works) · Public relations (2 works) · Public Relations and Crisis Communication (2 works) · Social Psychology (2 works) · Advertising (1 work)