박효정 교수

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 and topics of their tweets. The numbers of retweet

The purpose of this study is to examine how health organizations use interactive features and social media channels on Facebook to manage their brand for advertising purposes. A content analysis of 1,760 wall comments on health organizations’ Facebook pages reveals that nonprofit health organizations are more active in posting to Facebook than any other health organization examined. However, nonprofit health organizations do not take full advantage of interactive features or other social media c

This study explored health-related organizations' use of Twitter in delivering health literacy messages. A content analysis of 571 tweets from health-related organizations revealed that the organizations' tweets were often quoted or retweeted by other Twitter users. Nonprofit organizations and community groups had more tweets about health literacy than did other types of health-related organizations examined, including health business corporations, educational institutions, and government agenci

The purpose of this study was to understand better how a conversational human voice versus a corporate tone of voice in blogs affects key publics’ responses to an organization in the context of a crisis, using a 2 (tone of voice: human/organizational) × 2 (source: public relations executive/private citizen) × 2 (crisis response: defensive/accommodative) mixed experimental design. Results indicate that first-person voice and personal narratives increased perceptions of social presence and interac

This study explored health organizations' public relations efforts to frame health issues through their press releases. Content analysis of 316 press releases from three health organizations-the American Heart Association, the American Cancer Society, and the American Diabetes Association-revealed that they used the medical research frame most frequently and emphasized societal responsibility for health issues. There were differences, however, among the organizations regarding the main frames an

This study examined how creating a human presence in organizational online communication affects organization-public relationships and publics' favorable behavioral intentions to engage in word-of-mouth (WOM) and dialogic communications. Four hypotheses were tested in the context of Twitter through a 2×2 (presence: human vs. organizational×organization type: nonprofit vs. for-profit) within-subjects design. The results revealed that conversational human voice was perceived to be higher for Twitt

The purpose was to examine the effects of auricular acupressure to relieve constipation in patients with breast cancer who were undergoing chemotherapy. Participants were 52 patients with breast cancer receiving chemotherapy at E University Hospital, Seoul, Korea, randomized into two groups of equal size. For the experimental group, auricular acupressure was applied to seven auricular acupoints for 6 weeks using vaccaria seeds, whereas the control group received the usual care. Constipation-asse

This study examined the effect of organization-public relationships on publics' perceptions of a crisis and attitudes toward an organization in crisis. The results showed that regardless of the level of relationship, the perception of the crisis cause had a significant effect on attribution of responsibility. A three-way MANOVA found the unique effects of relationship, crisis responsibility, and the type of crisis-response strategy on attitudes toward the organization in the crisis, but interact

Building upon a framework of the unified theory of acceptance and use of technology, this study explores the determinants of citizens' intentions to use the government's mobile application for public health risk communication. An online survey was conducted with a quota sample of 700 Korean citizens. The results from structural equation modeling suggest that social media competence and trust in government information are primary determinants of willingness to accept the new application and inten

Purpose: The purpose of this study was to investigate the effect of stress, social support and self-efficacy on the mental health of female undergraduate students. Method: Three hundred ninety-nine undergraduate students were conveniently selected from a university in Seoul. The instruments used in this study were stress, social support, self-efficacy, and mental health scales. ANOVA, t-test, Pearson correlation coefficients, and stepwise multiple regression with SPSS Win 16.0 Version were used