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Brand Webtoon as Sustainable Advertising in Korean Consumers: A Focus on Hierarchical Relationships

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  • Jong Yoon Lee

    (School of Art, Sangmyung University, Cheonan-si 31066, Korea)

  • Jae Hee Park

    (Department of Communication, University of North Florida, Jacksonville, FL 32224, USA)

  • Jong Woo Jun

    (School of Communications, Dankook University, Yongin-si 16890, Korea)

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 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.

Suggested Citation

  • Jong Yoon Lee & Jae Hee Park & Jong Woo Jun, 2019. "Brand Webtoon as Sustainable Advertising in Korean Consumers: A Focus on Hierarchical Relationships," Sustainability, MDPI, vol. 11(5), pages 1-10, March.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:5:p:1364-:d:211066
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    References listed on IDEAS

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    Cited by:

    1. Sangmook Lee & Gumkwang Bae & Hyojin Kim, 2021. "A Study on the Sustainable Use Intention of Restaurant Companies Using the Information Attributes of SNS: The Dual Process Theory," Sustainability, MDPI, vol. 13(22), pages 1-18, November.
    2. Yunju Kim & Heejun Lee, 2021. "Motivation and Reuse: How Does Motivation Affect Sustainable Use Intention for Brand Webtoons?," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    3. YunJu Kim & Jong Woo Jun, 2020. "Factors Affecting Sustainable Purchase Intentions of SNS Emojis: Modeling the Impact of Self-Presentation," Sustainability, MDPI, vol. 12(20), pages 1-14, October.
    4. Younghoon Chang & Siew Fan Wong & Christian Fernando Libaque-Saenz & Hwansoo Lee, 2019. "e-Commerce Sustainability: The Case of Pinduoduo in China," Sustainability, MDPI, vol. 11(15), pages 1-23, July.

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