| abstract |
| Background Characters are a crucial element of personal branding, especially for content creators, as they symbolize their identity and differentiate them from other creators. Despite the growing significance of video content creators and personal brand strategies, academic research on this topic remains limited.
Methods This study conducted a survey among 203 adults to investigate the psychological effects of realistic and cartoon types of characters using SPSS Statistics 25.
Result Based on the results, novelty and viewing intention showed significant differences depending on the character type. Novelty was greater for realistic characters, while viewing intention was higher for cartoon characters. Furthermore, the factors influencing users’ intention to view the creators' channel were ranked in the following order of significance: attractiveness, novelty, trustworthiness, and intimacy. This highlights the importance of developing a visually appealing design to make a creator's character more attractive.
Conclusion This study contributes to refining theories related to brand characters, including creators’ characters, and provides valuable insight into the strategic use of characters and the development of communication design strategies. |
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| Key Words |
| 콘텐츠 크리에이터, 브랜드 캐릭터, 시청의도, Content Creator, Brand Character, Viewing Intention |
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