"Kakao Brand Message Generates 5 Won in Sales Per 1 Won Spent on Distribution"

Hanyang University Study Shows

Repeat Purchases Up 30.7%, Visitors Increase by 16.9%

Research has found that KakaoTalk's "brand messages" increase both sales and repeat purchases, while also improving the convenience of information-seeking for users.

Kakao released the research results from Hanyang University, which analyzed the business performance of brand message partners and the benefits to users, through the Kakao Policy Industry Research Brunch on August 25.

Kakao disclosed research results from Hanyang University analyzing the business performance of its brand message partners and user benefits. Kakao

This study, conducted by Professors Hanbyul Ryu and Jihwan Kim from the Department of Economics at Hanyang University ERICA, analyzed changes in sales, repeat purchases, and visitor numbers, along with user benefits, for 2,510 business message partners who used brand messages between June 2025 and May 2026. The brand message is a service that delivers advertising messages via KakaoTalk to channel friends who have agreed to receive marketing information.

According to the research, every 1 won spent on brand message distribution resulted in approximately 5 won in sales effect. Compared to before distribution, sales increased by 46.2%, repeat purchases by 30.7%, and the number of visitors by 16.9%. The increase in repeat purchases continued for up to three days after the messages were sent.

The effect was especially significant for small-scale partners. When dividing the partners based on the median value of average sales just before distribution, small-scale partners saw 11.1 won in sales for every 1 won spent on distribution, with sales up by 90.2%, repeat purchases by 47.3%, and visitors by 22.6%. Large-scale partners also saw an increase in all three metrics, with every 1 won spent generating 4.1 won in sales effect.

Users were able to verify the sender through the channel profile and official certification information, reducing the time spent checking the authenticity of messages or the safety of links. The researchers estimated that these time and transaction cost savings translated into approximately 2.44 billion won per year in consumer benefits.

The researchers also analyzed that the structure of brand messages distributed via KakaoTalk channels helps prevent smishing and impersonation fraud. Previous consumer perception studies have shown that brand messages are more trustworthy, less fatiguing, and more convenient and efficient compared to SMS advertising.

Professor Hanbyul Ryu of Hanyang University ERICA's Department of Economics stated, "This is the first empirical study in Korea to analyze the impact of technologically advanced text-based advertising using economic methodology," adding, "The particularly high advertising effect observed among small-scale businesses offers meaningful insight for small business owners seeking low-cost, high-efficiency marketing solutions."

This content was produced with the assistance of AI translation services.