Abstract

Purpose: This study investigates how SNS branded webtoons distributed through personal Instagram accounts affect user satisfaction, purchase intention, and electronic word of mouth (eWOM). Specifically, it examines how webtoon characteristics such as informativeness, entertainment, diversity, and reliability, and influencer characteristics such as attractiveness, credibility, and expertise, shape user satisfaction and behavioral intentions. Data and methodology: An online survey was conducted with 294 Korean Instagram users (119 male, 175 female), mostly aged 20–39 years with experience viewing branded webtoons. 39 measurement items adapted from validated studies were assessed using a 5 point Likert scale. Data were analyzed using SPSS and SmartPLS with structural equation modeling. Results: The model showed good fit (SRMR = 0.071; R² = 0.755 for satisfaction, 0.427 for purchase intention, 0.455 for eWOM). Informativeness (β = 0.15, p < 0.05), entertainment (β = 0.13, p < 0.05), reliability (β = 0.24, p < 0.001), attractiveness (β = 0.24, p < 0.001), and expertise (β = 0.15, p < 0.05) increased satisfaction. Satisfaction influenced purchase intention (β = 0.65, p < 0.001) and eWOM (β = 0.28, p < 0.001), and purchase intention affected eWOM (β = 0.46, p < 0.001). Conclusions: Users value informative, reliable, and expertise crafted webtoon content more than influencer credibility or content diversity. The findings extend the Uses and Gratifications theory by showing that cognitive and emotional gratifications jointly drive satisfaction. Enhancing content quality and creator expertise can satisfaction and engagement in SNS-based brand communication.