Abstract
The purpose of this paper is to establish a conceptual foundation to help brand communication activities using brand webtoons apply them as a strategic tool that naturally leads to empathy, participation, and spreading messages positively by quantitatively confirming the expected value of brand webtoons consumers in their 20s and 30s have. The scope of the paper was limited to the food and beverage sector, and qualitative and quantitative surveys were conducted. Research results show that the expected value of these consumers for brand webtoons were divided into 5 perspectives(practical, self-identity, hedonic, artistic, and social relations) and 11 expected values(information, message suitability, authenticity, voluntary solo, subjective self-satisfaction, hedonic, visual immersion, workmanship, creativity, interactivity, maintaining minimum distances in relationships). These results mean that the use of webtoons, potential tools for strategic communication and empathy expansion for consumers who may avoid commercial messages, should ultimately be planned and executed by utilizing consumers' expected values.
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