‘It's a fix!’ The mediative influence of the X Factor tribe on narrative transportation as persuasive process

This study investigates the effects of narrative ads, which differ in terms of narrative focus and brand prominence in a native advertising context. Considering the recent methodological debates about advertising and consumer experiments, we aim to design the research to be as realistic as possible. We produced video ad stimuli and published them as sponsored posts on Instagram to test the effects in a real-life setting. In this way, online engagement behavior was examined through social media metrics. The users who clicked on the ad were directed to the research website and asked to answer the scales of narrative transportation and attitude toward the ad. While the ads achieved different engagement results in line with their content features, transportation and attitude results demonstrate the superiority of narrative ads, which are product-oriented and with low brand prominence.

Download Full-text

Antecedents and Consequences of Narrative Transportation: A Meta-Analysis

SSRN Electronic Journal ◽

10.2139/ssrn.2033192 ◽

2012 ◽

Cited By ~ 2

Author(s):

Tom van Laer ◽

Ko de Ruyter ◽

Martin Wetzels

Keyword(s):

Meta Analysis ◽

Narrative Transportation ◽

Antecedents And Consequences

Download Full-text

Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels

Tourism Management ◽

10.1016/j.tourman.2018.10.021 ◽

2019 ◽

Vol 71 ◽

pp. 348-363 ◽

Cited By ~ 16

Author(s):

Kyungin Ryu ◽

Xinran Y. Lehto ◽

Susan E. Gordon ◽

Xiaoxiao Fu

Keyword(s):

Brand Image ◽

Story Structure ◽

Narrative Transportation ◽

Luxury Hotels

Download Full-text

Using EEG to examine the role of attention, working memory, emotion, and imagination in narrative transportation

European Journal of Marketing ◽

10.1108/ejm-12-2016-0881 ◽

2018 ◽

Vol 52 (1/2) ◽

pp. 92-117 ◽

Cited By ~ 12

Author(s):

Ross Gordon ◽

Joseph Ciorciari ◽

Tom van Laer

Keyword(s):

Working Memory ◽

Energy Efficiency ◽

Social Marketing ◽

Emotional Responses ◽

Brain Response ◽

Content Type ◽

Consumer Responses ◽

Narrative Transportation ◽

Practical Implications

Purpose This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion and imagination in narrative transportation, and how these stages of narrative transportation are ordered temporally. Design/methodology/approach Consumers took part in an EEG experiment during which they were shown four different narrative videos to identify brain response during specific video segments. Findings The study found that during the opening segment of the videos, attention, working memory and emotion were high before attenuating with some introspection at the end of this segment. During the story segment of the videos attention, working memory and emotion were also high, with attention decreasing later on but working memory, emotion and imagination being evident. Consumer responses to each of the four videos differed. Practical implications The study suggests that narratives can be a useful approach in energy efficiency social marketing. Specifically, marketers should attempt to gain focused attention and invoke emotional responses, working memory and imagination to help consumers become narratively transported. The fit between story object and story-receiver should also be considered when creating consumer narratives. Social implications Policymakers and organisations that wish to promote pro-social behaviours such as using energy efficiently or eating healthily should consider using narratives. Originality/value This research contributes to theory by identifying brain response relating to attention, working memory, emotion and imagination during specific stages of narrative transportation. The study considers the role of attention, emotion, working memory and imagination during reception of stories with different objects, and how these may relate to consumers’ narrative transportation.

Download Full-text

Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement

Journal of Research in Interactive Marketing ◽

10.1108/jrim-05-2020-0115 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Kesha K. Coker ◽

Richard L. Flight ◽

Dominic M. Baima

Keyword(s):

Conceptual Model ◽

Digital Video ◽

Word Of Mouth ◽

Positive Word ◽

Consumer Engagement ◽

Content Type ◽

Narrative Transportation ◽

Advance Theory ◽

Digital Engagement ◽

Positive Word Of Mouth

PurposeDigital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling vs argumentative) in hooking viewers (i.e. grabbing attention and interest in the ad). This research also presents a conceptual model of the effect of being hooked on digital engagement with advertising.Design/methodology/approachThis study employs a quasi-experimental research design with a final sample of 273 undergraduate students. It tests the hypothesis that digital video storytelling ads hook viewers more effectively than argumentative ads do. It also tests a conceptual model of the positive effect of being hooked on digital engagement with advertising.FindingsDigital video storytelling ads hook viewers more effectively than argumentative ads do. SEM analysis shows that being hooked positively impacts intentions to view, share, promote and spread positive word of mouth. Attitude toward the ad partially mediates the relationship between being hooked and intentions to promote and spread positive word of mouth.Research limitations/implicationsFindings are applicable to target audience profiles that match the sample in this study. Despite this and other limitations, findings advance theory on the process underlying digital video storytelling advertising effects on consumer engagement.Practical implicationsMarketers are advised to invest in more digital video storytelling than argumentative ads. In doing so, marketers are more likely to hook viewers on the ad, thereby generating positive digital engagement with advertising.Originality/valueThis research focuses on attention and interest dimensions of narrative transportation as measured by “being hooked.” It also extends past models of narrative transportation by including more representative measures of digital engagement with advertising.

Download Full-text