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광고와 웹툰의 관련성이 웹툰 콘텐츠 이용자에 미치는 영향: 웹툰 그리고 광고에 대한 이용자 태도를 중심으로

Author
최성호, 허혁, 이종희, 원종서
Journal Title
디지털콘텐츠학회논문지
Publication Year
2019
Topics
Summary

This study analyzed the impact of the relevance between webtoon and advertisement on subscriber perception and attitude under the advertising business model. It was confirmed that as the relevance between webtoon and advertisement increases, attitude, loyalty, and usage intention toward both increase. This suggests that creating highly relevant advertisements when placing ads in webtoons can have positive effects.

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브랜드 웹툰의 구성요인이 구매의도에 미치는 영향 : 구전의도를 매개변인으로 Influence of Brand Webtoons’ Perceived Attributes on Purchase Intention : Applying Word-of-Mouth Intention as Mediating Variable

최윤슬; 신현신; 신일기 · 2017

광고PR실학연구

브랜드 웹툰 수용자의 독특성 욕구가 콘텐츠 태도 및 구전의도에 미치는 영향: 자아표현 욕구 충족의 매개와 지각된 설득의도의 조절효과를 중심으로 The Effect of Brand Webtoon Users’ Need for Uniqueness on Attitudes towards the Content and the Intention of WOM: Focusing on a mediation effect of the need for self-expression and a moderation effect of the perception of persuasive intent

이희준; 조창환 · 2017

광고학연구

웹툰 서비스의 사용편리성과 상호작용적 행위가 서비스 만족과 지불의사에 미치는 영향 The Effects of Webtoon User's Perceived Usability and Interactivity on Service Satisfaction and Willingness to Pay

채정화; 한창완; 이영주 · 2015

만화애니메이션연구

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