1. The role of characters featured on digital stickers in forming usage intention: internet-only banks in Korea
- Author
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Jaehyeon Jun, Joon Woo Yoo, Jong Ho Lee, Heejun Park, and Junsung Park
- Subjects
Product (business) ,Character (mathematics) ,business.industry ,0502 economics and business ,05 social sciences ,050211 marketing ,Context (language use) ,Advertising ,The Internet ,General Medicine ,Brand equity ,Business ,050203 business & management - Abstract
PurposeDigital stickers are being used frequently due to a rapid increase in the usage of mobile messenger services. Moreover, characters featured on digital stickers are being used as spokes-characters for brand marketing and advertisements. These characters create positive consumer attitude toward the brand and the brand's product or service.Design/methodology/approachBased on 307 surveys collected in Korea, this paper examines the relationship between the dimensions of the characters and the usage intention of an Internet-only banking service.FindingsResults indicate that unlike conventional spokes-characters, the expertise of sticker characters does not have an influence on usage intention. However, all three dimensions of characters are effective in forming a positive brand equity, and this has a mediating role in enhancing usage intention.Originality/valueCurrent research has brought academic attention to characters featured on digital stickers and have verified their significant role. Moreover, in an Internet-only banking context, branding strategy is an effective way to encourage customers to use services. Theoretical implications are addressed, as are implications for managers who are looking for a character that will execute effective marketing campaigns.
- Published
- 2021
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