The effects of the characteristics of brand webtoon on advertising attitude and purchase intention: Comparison among groups regarding character fictionality

Abstract

Background/Objectives:The purposes of this study are to identify the characteristics of the brand webtoon and to verify how these elements influence advertising effects. Methods/Statistical analysis:This study carried out survey for data collection. Research subjects were asked to watch experimental stimulus (one Brand Webtoon) freely for 10 minutes, and the stimulus was exposed to everyone in the two experiment groups. Lastly, survey questionnaire was completed by survey participants. Survey questionnaire was comprised with questions regarding Brand Webtoon characteristics, attitude towards product, purchase intention, and demographic questions. Findings: First, entertainment factor and immersion exerted high positive effect on the advertising attitude in the highly fictional character group in the order mentioned. In case of the lowly fictional character group, usefulness, entertainment factor, immersion exerted high positive effect in the order mentioned. In other words, it is judged that there is a difference in the effect on the advertising attitude when it comes to the Brand Webtoon characteristics among the groups following character fictionality. Third, positive effect on the relationship between two groups’ advertising attitude and purchase Intention was exerted. Moreover, in case of highly fictional character group, it was shown that the effect was relatively high when it comes to the correlation of advertising attitude and purchase Intention compared to the lowly fictional character group. Improvements/Applications:This research showed effective tactics along with academic meaning for making advertisements.The results of the research provide useful guidelines in Webtoon advertising, including further studies and practical applications for advertising studies. © 2019 SERSC.