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

Abstract

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.

Citation

Lee, J.H., Jun, J., Park, J., Yoo, J.W. and Park, H. (2021), "The role of characters featured on digital stickers in forming usage intention: internet-only banks in Korea", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 8, pp. 1743-1757. https://doi.org/10.1108/APJML-07-2020-0506