Title Page
Contents
국문초록 10
I. Introduction 11
1. Presentation of Problem 11
2. Composition of the study 16
II. Theoretical Concept 20
1. Public Campaign 20
1.1. Concept of Public Campaign 20
1.2. Republic of Korea's Public Campaign 21
1.3. Notion of Public Campaign 23
1.4. Types of Public Campaign 25
1.5. Effects of public campaigns 30
2. PR ambassador's concept and role 33
2.1. PR ambassador's concept 33
2.2. Effect of public relations ambassadors 35
2.3. Commissioning procedure for ambassador 37
2.4. Existing research of public relations ambassador 38
3. Celebrity advocate effect and attribution theory concept 42
3.1. Celebrity Advocacy effect concept 42
3.2. Attribution theory concept 49
III. Research Problem 54
IV. Research method 56
1. Research model 56
2. Research subjects and data collection methods 56
2.1. 〈Research Question 1〉 58
2.2. 〈Research Question 2〉 59
3. Reliability verification and results 62
V. Results 64
1. Characteristics of specimens 64
1.1. Demographic characteristics 64
2. Results 65
2.1. 〈Research Question 1〉 Analysis result 65
2.2. 〈Research Question 2〉 Analysis result 68
VI. Conclusion 81
1. Summary of Research Results 81
2. Limitations and Suggestions 84
References 87
APPENDIX 9
〈Appendix 1〉 Status of public relations ambassadors in government agencies and public institutions (as of June 6, 2016) 94
〈Appendix 2〉 Public Relations Ambassadors by Local Government 95
〈Appendix 3〉 Ranking of Ambassadors for Promotion of Public Institutions 96
〈Appendix 4〉 Status of Payment of Public Relations Ambassadors 97
ABSTRACT 103
〈Table 1〉 Procedures for commissioning public relations ambassadors 37
〈Table 2〉 Current status of public relations ambassadors 41
〈Table 3〉 Procedures for commissioning public relations ambassadors 58
〈Table 4〉 〈Research Question 2〉 Evaluation Items 60
〈Table 5〉 Questionnaire about attractiveness 61
〈Table 6〉 Questionnaire about Reliability 61
〈Table 7〉 Measurement questions about professionalism 62
〈Table 8〉 Measurement questions about Similarity 62
〈Table 9〉 Reliability measurement 1 63
〈Table 10〉 Reliability measurement 2 63
〈Table 11〉 Demographic Characteristics of Respondents 1 64
〈Table 12〉 Demographic Characteristics of Respondents 2 65
〈Table 13〉 Research Question 1 - Response Result 65
〈Table 14〉 Research Questions 2 - Sul hyun Result(1) 69
〈Table 15〉 Research Questions 2 - Sulhyeon Result(2) 70
〈Table 16〉 Research Question 2 - Kim Sang Joong Poster Response Result... 74
〈Table 17〉 Research Question 2 - Kim Sang Joong Poster Response Result... 75
〈Table 18〉 Research Question 2 - Survey Response Comparison 78
〈Table 19〉 Research Question S4, S5 Result 79
[Figure 1] Central Election Management Committee election promotion... 13
[Figure 2] The first public campaign of the Public Service Advertising... 22
[Figure 3] Significant Advocate Effect Meaning Transition model. 46
[Figure 4] Covenant model. 53
[Figure 5] Research model. 56