A method and apparatus for providing users with electronic book (e-book) content by means of a mobile terminal is provided. The method includes receiving an e-book from a provider server; transmitting a character request message containing identity information of the e-book to the provider server; receiving character information corresponding to the identity information from the provider server; displaying a character according to the character information; and outputting, when a page having a link to an event, the event by means of the character. A user may enjoy various activities such as collecting characters, promoting character level, and uploading character as well as reading e-books.