Research Talk – Unpacking Public Sentiment toward the Government: How Government Communication Strategies Affect Public Engagement, Cynicism, and Word of Mouth Behaviour in South Korea

This study tests the relationships between two types of public sentiment toward the government, their antecedents and their outcomes. A Web survey was conducted in South Korea (N=1112) to understand citizens’ evaluations of their sentiments toward the government. The results show that perceived type of government communication strategy affects public engagement, public cynicism, and citizens’ positive and negative word of mouth behavior about government. Theoretical and empirical implications are discussed

About the Speaker:

soojinkim_0Dr Soojin Kim received her PhD from the Purdue University and is currently Assistant Professor of Corporate Communication at Lee Kong Chian School of Business – Singapore Management University (SMU). Her research interests are in the field of Strategic Management of Public Relations, Public Relations Strategies and Public Behaviours.



Time & Date: 3 p.m, Wed 17 Feb 2016

Venue: AS6-03-33, CNM Meeting Room

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