The role of characters featured on digital stickers in forming usage intention: internet-only banks in Korea

Jong Ho Lee, Jaehyeon Jun, Junsung Park, Joon Woo Yoo, Heejun Park

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


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.

Original languageEnglish
Pages (from-to)1743-1757
Number of pages15
JournalAsia Pacific Journal of Marketing and Logistics
Issue number8
Publication statusPublished - 2021

Bibliographical note

Publisher Copyright:
© 2021, Emerald Publishing Limited.

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management
  • Marketing


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