Brand webtoons which are produced for specific brand in webtoon genre, have been increasingly used a tool of corporate marketing. This study was intended to analyze the effect that perceived advertising attributes(entertainment, informativeness, artisticity, and involvement) of brand webtoons would have on word-of-mouth intention and purchase intention empirically. The results of this study were as follows: First, entertainment, artistic, and involvement, excluding the informativeness, among perceived advertising attributes were found to have a significant influence on word-of-mouth intention. Second, entertainment, informativeness, and artistic, excluding the involvement among perceived advertising attributes were found to have a significant influence on purchase intention. Third, consumers’ word-of-mouth intention for brand webtoons was found to have a significant influence on purchase intention. Fourth, we analyzed the influence that the advertising attributes of brand webtoons would have on purchase intention through mediation of word-of-mouth intention. The results of analysis suggested that entertainment and artistic, excluding the informativeness, had a partial mediating effect whereas involvement had a full mediating effect. Therefore, this study is significant in that it validated related influence for promotion of brand webtoons which currently remain at incipient stage in advertising sector.