Dongmyeong University Student Kim Hana Publishes Paper in Domestic Academic Journal 'PR Yeongu'

Hana Kim, a senior student in the Department of Advertising and PR at Dongmyung University, published a paper titled "A Study on the Determinants of Continuous Boycott Movements Against SPC Group by College Students in Their 20s" in Volume 27, Issue 1 of the KCI (Korean Citation Index) registered journal PR Research.

In her paper, Hana Kim identified the causes of boycott behavior among college students in their 20s using concepts such as the theory of planned behavior, cultural development effects, value consumption, crisis management, and CSR.

This paper was conducted as one of the projects of the "Anything Research Lab" in the regular course "Media and Audience Strategy_Capstone Design" of the Advertising and PR Department in the second semester of 2022. In this project, students planned research and conducted surveys and analyses on topics they were interested in.

Kim Hana, a senior student in the Department of Advertising and Public Relations at Dongmyung University.

Hana Kim received the Busan Viewer Media Center Director’s Award in 2020 through a joint class with the Busan Viewer Media Center of the Korea Communications Agency titled "Media Literacy and Writing," was selected as a GS SHOP Content Leader in the 6th class in 2021, and achieved publication in an academic journal in 2023.

Professor Lee Jung-ki, her advisor, said, “It is very rare for an undergraduate student in the social sciences to publish a paper in a prestigious journal in the PR field,” adding, “This paper, which highlights Hana Kim’s unique creative ideas and analytical skills, will help understand boycott behaviors that have recently occurred in various fields.”

PR Research is a professional academic journal published by the Korean Public Relations Society and is recognized as an authoritative journal in the field of PR and promotional communication.