The Advertising Effect of PPL within Webtoon: Focusing on the Components of Engagement

Background/ Objectives: In this study, the advertising effect of PPL in webtoon with an expectation to help webtoon market. Methods/Statistical Analysis: The subjects were asked to fill out the questionnaires after experiencing the webtoon enough. The data were collected through one-on-one face-to-face interview using the self-administered survey. The SPSS/PC+ 18.0 version was used to analyze the collected data. Findings: It was found that all of the engagement attributes exerted influence on the brand attitude towards PPL in webtoon. It was also found that the attributes of amusement, commitment and literary value, except for comprehension, influenced purchase intention towards PPL in webtoon. Finally, PPL invasiveness was found to have an influence on the attributes of amusement, comprehension and literary value.Application/Improvements: This study helped presenting a model for verification of the advertising effect of new media.