The term of culture industry was first presented by Adorno and Horkheimer. In the Culture Industry Theory, culture was explained as products of media (TV, Newspaper, Radio) and markets which were constantly adjusting consumption. And now the culture developed more industrialized in television dramas, movies, pop songs and their associated celebrities and their SNS, TV programs and fashion styles. The customer, especially Young Generation is involved in culture industry more widely, conveniently and closely, such as Web Series. The consumption of Web Series increased with multipliers especially the popular culture in Asia and Young Generation. Accompanied by developing rapidly, fierce competition happened in Web Series Industry. The purpose of this study is exploring what motivations drive Young Generation to Wen Series. This study will try to explore a measurement system of the equity of Web Series based on customer equity theory for estimating the future competitiveness and figure out what motivations drive customer’s perception of Web Series.

The dynamics of communications powered by the Internet, specifically from the increased use of social media, has led marketers to find creative channels to engage with the customers. One of the recent channels, “branded entertainment”, is becoming familiar as an advertising strategy in which the content presented is a marketing tool for the advertising of certain brands. The current study examined the case of a branded-entertainment channel and the mechanism of the advertising instrument that leads to purchase intention. The specific purpose of this research is to investigate whether there is evidence of the role of narrative transportation and the fantasy proneness leading towards purchase of the brand advertised. To arrive at the conclusion, the study using web series sponsored by an artificial sweetener brand and employs a quantitative survey to question the audience. The findings contribute toward the understanding of how consumers respond to branded entertainment via video-sharing platforms. It is indicated that the stories presented in the web series can stimulate the audience to fantasize. Thus, the advertising message conveyed through narrative persuasion can form a favorable attitude toward the brand, which leads to intention to purchase. Practical elements are identified along with limitations and future research suggestions.