Lee, Jong Ho; Jun, Jaehyeon; Park, Junsung; Yoo, Joon Woo; … - In: Asia Pacific Journal of Marketing and Logistics 33 (2021) 8, pp. 1743-1757
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...