2023, Vol.8, No.4

Industry Promotion Research 2023 KCI Impact Factor : 0.83

pISSN : 2466-1139 / eISSN : 2714-013X
https://journal.kci.go.kr/ipir

This study was conducted from May 10th to 30th, 2023 to confirm the relationship between advertisement irritation, privacy concerns, personalized marketing, and social influence of brand customized advertisements on advertisement avoidance and brand loyalty targeting the MZ generation. The following results were verified using the SPSS 28.0 and Smart PLS 4.0 programs for a valid survey of 400 people targeting the MZ generation nationwide on a daily basis. First, advertisement irritation had a positive (+) effect on advertisement avoidance but had no effect on brand loyalty, and personalized marketing had a positive (+) effect on advertisement avoidance but had no effect on brand loyalty. Second, concerns about personal information had a positive (+) effect on avoidance of advertisements and brand loyalty. Third, social influence had a positive (+) effect on advertisement avoidance and brand loyalty. Fourth, advertisement avoidance played a significant mediating role between advertisement irritation and brand avoidance, but did not play a significant mediating role between personalized marketing and social influence. Based on these results, this study is meaningful in that it can be used as basic data for research on advertising avoidance and brand loyalty and for establishing strategies necessary for brand marketing activities.

This study aims to examine how the organizational satisfaction affects the desired period of service in the current workplace among young employees. Among detailed organizational satisfaction variables with nine sub-categories, a level of satisfaction with (1) tasks and (2) compensation and recognition policies have a positive effect on the desired period of service in the current workplace. In addition, there is gender difference in the determinants of the desired period of service in the current workplace. For male employees, (1) leadership, (2) tasks and (3) compensation and recognition policies positively affect the desired period of service in the current workplace. For female employees, (1) environment and (2) career and HR training have a positive impact on the desired period of service in the current workplace. Using these results this research suggests implications that how company prevents the outflow of human resource by increasing the desired period of service of young employees.

In order to prevent industrial accidents, this study presented a methodology to ensure that risk aggravating factors are reflected in risk assessments at manufacturing sites and demonstrated it by applying it to actual manufacturing sites. As a result of a statistical analysis of all 242,906 accidents that occurred in the manufacturing industry over the past 10 years, new workers less than 6 months old, foreign workers, older workers over 55 years old, and jobs where hands and arms are exposed to risk areas, Non-routine work performed from 9 o'clock to 12 o'clock showed a significantly high accident rate. In addition, a weighted value was applied to estimate the possibility of an accident at the risk determination stage through focus group interviews. Through the results of this study, risk weighting factors can be quantitatively reflected in risk assessment, which is meaningful in preventing accidents by evaluating the size of the identified risk closer.