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Browsing by Author Kyongseok Kim

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  • Do viewers really talk about ads during commercial breaks? Findings from a South Korean social TV platform

    • Authors: Kyongseok Kim; Hyang-Sook Kim; Mun-Young Chung; Yeuseung Kim (2021)

  • As live TV has lost viewers to streaming services and digital videos, TV producers have strived to bring viewers back to TV screens by integrating social features in programing. Meanwhile, social TV has become a prevalent TV-viewing pattern. Although previous findings indicate that social TV can help increase engagement with TV programs, how it benefits advertisers is still uncertain. This study sheds light on this idea by investigating what live TV viewers talk about during commercial breaks. A content analysis was conducted using 4,792 live comments posted on a major social TV platform during the commercial breaks in five episodes of a popular South Korean TV drama. Results indicate t...
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  • Falling for fake news: the role of political bias and cognitive ability

    • Authors: Kyongseok Kim; Hyang-Sook Kim; Mun-Young Chung; Yeuseung Kim (2021)

  • Through a nationally representative survey involving 855 social media users in Singapore, this study proposes and tests a framework to explain why people believe in fake news. Guided by work on dual process models that theorize that individuals engage in either thorough or automatic processing, this study finds that both cognitive ability and political bias predict the extent to which individuals fall for fake news. While both exert direct effects on the extent to which individuals believe in fake news, they also exert indirect effects through how they lead individuals to different news consumption patterns.
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  • The moderating role of cultural background in temporal framing: focusing on climate change awareness advertising

    • Authors: Kyongseok Kim; Sun Joo (Grace) Ahn (2019)

  • Applying the framework of Construal Level Theory (CLT), this study tested the effects of an environmental ad describing the distant-future (i.e. end of the twenty-first century) vs. near-future (i.e. next summer) consequences of climate change using a sample of college students in the U.S. and South Korea. Consistent with the proposed empirical model in this study, lower perceived temporal distance of climate change generally led to higher perceived relevance of the event and more positive attitude and greater intention toward the sustainable consumption suggested in the ad (i.e. using Energy Star® qualified bulbs). However, the effects of temporal framing on the variables were moderated ...