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Search Results (2)

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Keywords = brand webtoon

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13 pages, 1534 KiB  
Article
Motivation and Reuse: How Does Motivation Affect Sustainable Use Intention for Brand Webtoons?
by Yunju Kim and Heejun Lee
Sustainability 2021, 13(4), 1620; https://doi.org/10.3390/su13041620 - 3 Feb 2021
Cited by 7 | Viewed by 3841
Abstract
This study explores consumers’ motivations for sustainable consumption in the context of branded content marketing. By focusing on brand webtoons, which are one of the most commonly used formats of branded content, this study investigates the link between consumers’ motivations for using brand [...] Read more.
This study explores consumers’ motivations for sustainable consumption in the context of branded content marketing. By focusing on brand webtoons, which are one of the most commonly used formats of branded content, this study investigates the link between consumers’ motivations for using brand webtoons and their continuous use intentions. The identified use motives are entertaining information, social conformity, and convenience, and among these three dimensions, entertaining information influences attitude towards brand webtoons and need for self-expression most strongly. Consumers’ need for self-expression is found to be a potential predictor of sustainable intention to consume brand webtoons via the mediating role of attitude towards the webtoons. The findings from this study fill the literature gap in the context of content marketing by exploring motives for and consequences of consuming brand webtoons, which may, in turn, help in encouraging and reinforcing sustainable use intention for branded content. The theoretical and practical implications are discussed. Full article
(This article belongs to the Section Economic and Business Aspects of Sustainability)
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10 pages, 548 KiB  
Article
Brand Webtoon as Sustainable Advertising in Korean Consumers: A Focus on Hierarchical Relationships
by Jong Yoon Lee, Jae Hee Park and Jong Woo Jun
Sustainability 2019, 11(5), 1364; https://doi.org/10.3390/su11051364 - 5 Mar 2019
Cited by 5 | Viewed by 7767
Abstract
This study explores the impacts of webtoons as branded entertainment on consumer responses in competitive advertising markets. A webtoon is a digital cartoon format developed in South Korea for Korean audience that do not read comic books often, but are heavy consumers of [...] Read more.
This study explores the impacts of webtoons as branded entertainment on consumer responses in competitive advertising markets. A webtoon is a digital cartoon format developed in South Korea for Korean audience that do not read comic books often, but are heavy consumers of webtoons. Using general surveys on brand webtoons in Korea, factors influencing consumer attitudes and electronic word-of-mouth (eWOM) intentions were investigated. The results of this study found that there are hierarchical influences on the use of brand webtoons on consumer emotion, transportation, persuasion knowledge, and advertising believability in order. The pattern of relationships was somewhat different between effects on attitudes toward brand webtoons and eWOM intentions. More specifically, pleasure and arousal influenced both attitudes and eWOM intentions. However, dominance only influenced eWOM intentions, and transportation only influenced attitudes towards branded webtoons. Persuasion knowledge negatively influenced both dependent variables. Advertising believability showed positive influences on attitudes and behavioral intentions. Full article
(This article belongs to the Section Tourism, Culture, and Heritage)
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