Abstract
ABSTRACT This study explored factors influencing advertising avoidance in the context of brand webtoons (i.e., a digital cartoon format of stories on online platforms) originated in South Korea. We conducted a survey (n = 242) to investigate the relationship between webtoon familiarity, empathy, brand experience (i.e., intellectual experience, affective experience), persuasion knowledge (PK), and ad avoidance. Considering brand experiences as key mediating variables, hierarchical relationships are investigated. The findings showed that webtoon familiarity influenced empathy of brand webtoons which in turn leads to intellectual and affective experiences. Intellectual experiences increased persuasion knowledge, and affective experiences decreased persuasion knowledge. Affective experiences are also found to decrease ad avoidance. Finally, persuasion knowledge increased ad avoidance. These results suggested specific academic implications of covert marketing, and managerial implications are also discussed.
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