How the destination short video affects the customers' attitude: The role of narrative transportation

2021 ◽  
Vol 62 ◽  
pp. 102672
Author(s):  
Xinyue Cao ◽  
Zhirui Qu ◽  
Yan Liu ◽  
JiaJing Hu
Keyword(s):  
Narrative Transportation ◽  
Short Video

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

2018 ◽  
Vol 52 (1/2) ◽  
pp. 92-117 ◽  
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.

Tell me a story: The role of narrative transportation and the C-suite in B2B advertising

2020 ◽  
Vol 89 ◽  
pp. 605-618 ◽  
Author(s):  
Nwamaka A. Anaza ◽  
Elyria Kemp ◽  
Elten Briggs ◽  
Aberdeen Leila Borders
Keyword(s):  
Narrative Transportation

scholarly journals 341 How the IACUC uses the Ag Guide to ensure the best care

2020 ◽  
Vol 98 (Supplement_4) ◽  
pp. 72-72
Author(s):  
Kelly D Heath
Keyword(s):  
Guidance Document ◽  
Regulatory Requirements ◽  
Funding Mechanism ◽  
Land Grant Institutions ◽  
Care Processes ◽  
Short Video ◽  
Animal Use ◽  
The University ◽  
Animal Care

Abstract All Institutional Animal Care and Use Committees (IACUC) are all subject to the same regulatory requirements. Membership requirements (Scientist, Nonscientist, Attending Veterinarian, Public Members, and Chairperson) are established by the regulatory agencies and appointed by the Institutional Official (IO). Today we will review the basic role of the IACUC: reviewing animal use protocols, inspecting animal facilities and procedure areas, evaluating the program of animal care, investigating allegations of non-compliance, making recommendations to the institutional official about needed changes, and utilizing the Ag Guide as a guidance document. The role of the IACUC at Land Grant Institutions is confounded often by the variety of research that is conducted. At the University of Nebraska, we have traditional food and fiber, biomedical and wildlife research, which requires a diverse set of committee members to adequately review the animal care and use. All IACUC protocols, regardless of the species or funding mechanism, are required to address several common questions. As a principal investigator, you can help yourself tremendously by providing all the required information in a transparent, logical and organized manner. If you can anticipate your audience and provide key information in multiple formats, it will help streamline the review process. Based on membership requirements, most committee members will not come from agriculture backgrounds, so it is imperative you help the committee to understand standard agriculture practices. You can best accomplish this with standard operating procedures, herd management protocols, disaster plans, and veterinary care processes and provide photographs or short video clips of your proposed activities. Additionally, if you are asked to serve on this committee, be willing to proactively educate your peers on what is considered appropriate management, housing, experimental and humane endpoints. By acting as your own advocate, you can ensure good animal care as well as achieve timely approvals.

scholarly journals Video methodologies and engaging with mobilities

Chimera ◽  
2013 ◽  
Vol 26 (2012/2013) ◽  
pp. 59-68
Author(s):  
Richard Scriven
Keyword(s):  
Research Methods ◽  
Video Clip ◽  
Short Video

The use of video in geographic research is becoming increasingly common, particularly in the study of bodies, practices and mobilities. It is being employed as one of a number of research methods to access and engage with movements as they are occurring in place. This article reviews the literature surrounding methodological developments and discussions of the role of video. A short video clip of people climbing Croagh Patrick, Co. Mayo Ireland, on a main pilgrimage day, is explored and interpreted as an example of a way in which video can be used in this type of research. The movements and moments in the recording will be analysed and related to themes with in the geographies of mobilities.

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

2020 ◽  
Vol 14 (1) ◽  
pp. 33-50 ◽  
Author(s):  
Heejin Lim ◽  
Michelle Childs
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Media Communication ◽  
Visual Storytelling ◽  
Content Type ◽  
Narrative Transportation ◽  
Implied Motion ◽  
Social Media Communication ◽  
The Impact

Purpose The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism. Design/methodology/approach Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2). Findings Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context. Practical implications Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story. Originality/value This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

scholarly journals The Role of Social Capital for Short-Video Platform Users’ Travel Intentions: SEM and Fsqca Findings

2020 ◽  
Vol 12 (9) ◽  
pp. 3871
Author(s):  
Shan-Shan Liao ◽  
Ching-Yuan Lin ◽  
Ying-Ji Chuang ◽  
Xing-Zheng Xie
Keyword(s):  
Social Capital ◽  
Structural Equation ◽  
Source Credibility ◽  
Qualitative Comparative Analysis ◽  
Equation Modeling ◽  
Elaboration Likelihood ◽  
Likelihood Model ◽  
Short Video ◽  
High Level

This study examined the antecedents of travel intentions in the context of Chinese short-video platforms. Based on a review of the literature on travel intentions, we proposed an integrated model containing determinants of social capital and an elaboration likelihood model. In total, the data from 496 valid questionnaires were analyzed through structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The SEM findings revealed that the determinants of social capital influenced the characteristics of tourist-generated content (TGC), which in turn affected users’ travel intentions. Homophily and interpersonal influence were direct antecedents of travel intentions, whereas tie strength non-significantly affected travel intentions. The fsQCA results revealed four configurations of the determinants of social capital and TGC characteristics required to achieve a high level of travel intention. Source credibility was discovered to be a necessary but not sufficient condition for travel intention. These findings offer insights for both academics and tourism marketers.

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