The role of characters featured on digital stickers in forming usage intention : internet-only banks in Korea
Purpose: Digital 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/approach: Based 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. Findings: Results 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/value: Current 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.
Year of publication: |
2021
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Authors: | Lee, Jong Ho ; Jun, Jaehyeon ; Park, Junsung ; Yoo, Joon Woo ; Park, Heejun |
Published in: |
Asia Pacific Journal of Marketing and Logistics. - Emerald, ISSN 1355-5855, ZDB-ID 2037486-0. - Vol. 33.2021, 8 (22.01.), p. 1743-1757
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Publisher: |
Emerald |
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