• The Journal of the Korea Contents Association
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• v.14 no.9
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• pp.513-528
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• 2014

This study examined effects of self-esteem, life satisfaction and gender on the sign needs which included self-presentation(presenting true-self and ideal-self) and social interaction (feeling connected and gaining approval) for Facebook use. Due to the significant interaction effects of gender, further statistical analyses were conducted. While there were negative relationships between self-esteem and self-presentation for male respondents, there were positive relationships between self-esteem and social interaction for female respondents. In addition, there were positive relationships between life-satisfaction and self-presentation for male respondents, but there was the only positive relationship between life satisfaction and presenting true-self for female respondents. Based on the study results, the study implications, limitations and future study were discussed.

• Journal of the Korea Convergence Society
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• v.8 no.9
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• pp.255-263
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• 2017

The purpose of this study is to examine the relationship between the Emotional Expressiveness, Smartphone Addiction, and Self Concept of college students and investigate whether the Self Concept mediate the relationship between the Emotional Expressiveness and Smartphone Addiction. The subjects of this study are 175 college students of 3 colleges located in M-si, J-si and G-si and data collecte for 21 days from June 1 through June 21, 2017. As Emotional Expressiveness increase, Self Concept increase (${\beta}=.286$, p<.01); as their Self Concept increase, their Smartphone Addiction decrease (${\beta}=-.269$, p<.05); and their Self Concept full mediate the relationship between their Emotional Expressiveness and Smartphone Addiction(Z=3.447, p<.01). To alleviate the Smartphone Addiction college students, their Emotional Expressiveness and their Self Concept need to be improved.

• Asia Marketing Journal
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• v.9 no.3
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• pp.117-149
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• 2007

It can be explained by congruity theory as a process that consumers engage in a matching process to identify personal community that is congruent with their self-images to find the identification between the self and the personal community. Personal community cues that evoke certain images are viewed as activating similar beliefs about the self (e.g., high status). Individuals prompt a comparison process to determine whether the personal community and self-image are congruent and imagine prototypical users of the personal community and select ones that maximize similarity to their actual or desired self-concept. Identity is devided into personal identity and social identity. Consumers are likely to be influenced by both personal identity and social identity. In this article the influencing factors of the commitment to on-line personal community are explored by the sources of both personal identification and social identification. The results are as follows. The maintenance expression and enhancement expression of personal self influence the level of personal identification positively and the maintenance expression and enhancement expression of social self influence the level of social identification positively. The level of both social and personal identification positively influence the commitment to on-line personal community which gives positive responses to the source enterprise that allows the cyberspace and the other benefits to be used.

• Journal of the Korea Convergence Society
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• v.9 no.10
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• pp.293-302
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• 2018

This study examined early childhood pre-service teachers' anger-expression, ego-resilience, and teaching efficacy; the relationship among those three variables; and lastly, found out the relative influence of 'anger-expression' and 'ego-resilience' on their 'teaching efficacy'. 312 pre-service teachers, majoring in early childhood education at universities, participated in this study, and data were collected by survey questionnaires using research instruments of each of those three variables. The finding of this study showed that the early childhood pre-service teachers, scored high on the anger-expression, were scored low on ego-resilience and teaching efficacy; and those pre-service teachers, scored high on the ego-resilience, were scored high on their teaching efficacy. It was also found that the sub-factors' in 'anger-expression' and 'ego-resilience' affected the early childhood pre-service teachers' teaching efficacy.

• Knowledge Management Research
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• v.21 no.3
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• pp.89-103
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• 2020

When people feel powerless (with losing control), they show compensatory behaviors to get out of this state. The actions to compensate for powerlessness have been studied in the contexts of products or brands, but this study focuses on compensatory behaviors when using social media. Social media, which can express consumers' selves freely, has become a platform for self-expansion. It has been confirmed that the possibility of relieving psychological powerlessness through self-expression on social media exists. Therefore, we examined how people who felt powerless showed compensatory behaviors on social media. According to the analysis, consumer's powerlessness does not directly affect narcissistic self-expression on social media. However, it is derived as being fully mediated by the feeling of anxiety. The more anxious consumers feel, the more narcissistic they express themselves by posting photos of themselves with luxury brand objects that can show social power or authority. In other words, when consumers experience social powerlessness coupled with anxiety, they are likely to show compensatory consumption behaviors such as narcissistic self-expression in order to make their images cool and luxurious and draw others' attention on social media. We confirm that the compensatory consumption due to consumers' powerlessness, which leads to having anxiety, can appear in ways of presenting narcissistic selves on social media.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.284-291
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• 2022

People use various tools to present themselves including Social Network Services(SNS hereafter). This study categorized three types of presentation of self, which are genuine, ideal, and social self, and based on Goffman's Impression Management Framework, investigated if these types of presentations have any patterns related to SNS posting styles. Especially, we focused on the styles of hashtags including if hashtags are used in the main tests, if hashtags are hidden, and what kinds of words are used for hashtags. Using 450 posting data uploaded to the Instagram, we found that the posting presenting ideal self show very high rate of using hidden hashtags(98%) and using common expressions(97%), which are not the case for genuine and social self types. This results imply that people concern more about their impressions especially when they present their ideal self on SNS, partially confirming Goffman's Impression Management Framework.

• (The) Korean Journal of Advertising
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• v.28 no.8
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• pp.111-132
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• 2017

This study investigates how consumers' need for uniqueness and for self-expression have influence on their attitude towards brand webtoon contents and word of mouth intention. The results of this study shows that among the sub-dimensions of brand webtoon users' need for uniqueness, unpopular choices has a significantly positive influence on their need for self-expression, and in turn it has a strong positive impact on both attitude towards the webtoon content and intention of word of mouth. In particular, the data show that respondents' perceived perception of the persuasive intent of the brand webtoon moderates the effect of need for self-expression on the attitude towards the content. More specifically, respondents who perceive the persuasive intent in brand webtoon show a lesser degree of favourable attitude towards the content than do respondents who do report a low level of perception of persuasive intent of the brand webtoon. In sum, this study not only provides a theoretical foundation to understand how consumers perceive brand webtoons in terms of their need for uniqueness and for self-expression, but the study has implications for practitioners who are interested in using a brand webtoon for marketing.

• Journal of dental hygiene science
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• v.16 no.3
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• pp.210-216
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• 2016

The purpose of this study was to examine the relationship between anger expression and self-esteem of female college students of dental hygiene. Participants were 598 female students who majored in dental hygiene from randomly selected colleges, located in Daejeon and Chungcheongbuk-do. Data were gathered from May 20 to June 5, 2014, using structured questionnaires. The major findings of the study were as follows: the correlation between anger expression and self-esteem was analyzed, and self-esteem was found to have a weak significant negative correlation with anger expression. On analyzing data to explore which variables affected self-esteem, it was found that self-esteem was influenced by grade, school record, harassment, language psychological violence, and bullying. The above-mentioned findings suggest that anger expression is related to self-esteem. After graduation from college, dental hygiene students, encounter a variety of interpersonal relationships in their work. Therefore self-esteem programs need to be developed and implemented at an individual, departmental, and collegiate level to help students learn to respect themselves and others, and to provide appropriate care.

• Korean Journal of Culture and Social Issue
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• v.9 no.2
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• pp.41-59
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• 2003

The present study was conducted to (1) explore the perceptions of Korean men and women about what is an important relationship for them and how do each gender group construe relational self, and (2) develop the scale to assess the factors of relational self and verify construct validity of the scale. 40 college students and 60 adults participated in survey and FGI (Focused Group Interview) respectively, and content analysis of their responses yielded 2 categories with 39 characteristics of relational self. The one category was named 'instrumentality' which was important to men and the other was named 'expressivity' which was important to women. The list of 39 items was administered to a nationwide sample of 1503 Korean adults to assess their construal of relational self through the 6-point Likert scale. Principal axis factor analysis showed that the two categories were unidimensional with high reliability. As a result of factor analysis on each category, a total of 9 factors were extracted. Specifically, the instrumentality consisted of factors such as utilitarianism, independence, initiativeness, self-assurance, and competence. And the factors of expressivity were empathy, passiveness, dependency, consideration. The tests of mean difference revealed that men had higher scores in most of the instrumental factors, while women had higher scores in most of the expressive factors. But there was no sex difference in the interdependent self-construal scale(Cross, 2000) which has been frequently used for measuring relational self. This is related to the Korean's collective cultural characteristics, and it was concluded that the relationship with others is very important to both Korean men and women, but the meaning and expectation of the relationship as well as the method for its preservation are different to each sex group. In addition, the correlation analyses indicated that the feminity score was positively correlated with the expressiveness while the masculinity score was positively correlated with instrumentality. This result implicated the differences of relational self among Korean people were related to the socialization process of each sex, i.e., sex role identity. Finally, limitations of this study and the directions for future research were discussed.

• The Korean Publising Journal, Monthly
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• s.305
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• pp.14-14
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• 2001