Motivation and Reuse: How Does Motivation Affect Sustainable Use Intention for Brand Webtoons?

This study explores consumers’ motivations for sustainable consumption in the context of branded content marketing. By focusing on brand webtoons, which are one of the most commonly used formats of branded content, this study investigates the link between consumers’ motivations for using brand webto...

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Bibliographic Details
Published in:Sustainability 2021-02, Vol.13 (4), p.1620
Main Authors: Kim, Yunju, Lee, Heejun
Format: Article
Language:English
Subjects:
Advertising
Attitudes
Brands
Comic books
Communication
Conformity
Consumer behavior
Consumers
Consumption
Consumption (Economics)
Context
Emojis
Influence
Internet access
Marketing
Marketing research
Motivation
Reuse
Self expression
Smartphones
Sustainability
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