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The role of characters featured on digital stickers in forming usage intention: internet-only banks in Korea
- Source :
- Asia Pacific Journal of Marketing and Logistics. 33:1743-1757
- Publication Year :
- 2021
- Publisher :
- Emerald, 2021.
-
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.
Details
- ISSN :
- 13555855
- Volume :
- 33
- Database :
- OpenAIRE
- Journal :
- Asia Pacific Journal of Marketing and Logistics
- Accession number :
- edsair.doi...........25e1eb7085351faccdb82c9f3e58f5fb