브랜드 웹툰의 특성과 소비자 반응

초록

Recently, brand Webtoons have been emphasized as the importance of branded entertainment is increased. The study focused on this newly developed tool of marketing communication, and investigated substantial phenomenon and consumers’ reponses with various attributes of brand Webtoons. Characteristics of Webtoons in terms of their structures and contents are analyzed with a total of 50 Webtoons publicized for the latest five years. They yielded a total of 589 episodes and 23,482 cuts and critical attributes including subjects, type of publications, genre, message strategies, layout types and so forth are investigated. From practitioners’perspectives, consumers’ responses to the brand Webtoons were analyzed in order to contribute to the objective which is maximizing the effectiveness of the brand Webtoon as a marketing communication tool. The numbers of recommendations and replies were analyzed if they were associated with precedeing attributes of Wentoons such as message strategies. Specifically, the study focused on how the brand Webtoons with high-rated in the number of recommendations look like. Finally, managerial implications for practitioners regarding critical variables they should consider for their practices as well as suggestions for following research with critical antecedents are presented.

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