제목(국문)
교수·학생 공중관계성과 대학이탈 가능성: 대학 PR 관점을 중심으로

제목(영문)
Professor-Student Public Relationships and the Likelihood of the Students Leaving University

논문저자
정지연,박노일

학술지
광고학연구 제32권 제6호

게재일자
2021.8.

링크
https://www-dbpia-co-kr.libproxy.cha.ac.kr/journal/articleDetail?nodeId=NODE11295242

초록(영문)
Due to the sharp decrease in the number of young adults in the South Korean population, universities practitioners are struggling to prevent students from leaving their universities prematurely. In terms of university public relations(PR), this study aims to analyze the effect of the relationships between professor and student groups on students' participation in university events, university satisfaction, and the likelihood of students leaving university. Analysis of data collected from 482 students at a four-year university in South Korea revealed that the public relationship between university professors and students had a significant effect on lowering the likelihood of students leaving the university through students' participation in university events and satisfaction variables. In particular, the public relationships showed a negative causal effect on the likelihood of students leaving university even in conditions of controlling gender, age, student classification, living in a dormitory, inconvenience in commuting, and the quality of friendships among students on the campus. Illuminating professors and students as important publics in university organizations at the PR level, this research suggests theoretical and practical guidelines for university PR practices.