Story elements, narrative transportation, and schema incongruity: a framework for enhancing brand storytelling effectiveness

This study aimed to describe the narrative retell performance of dual language learners (DLLs) in the fall and spring of the school year and examine predictive relationships. Participants included 74 DLLs in kindergarten and first grade from low socioeconomic backgrounds. Microstructural measures included number of different words (NDW), words per minute (WPM), and verb accuracy. Macrostructural measures included number of total story elements and number of different types of story elements. Path analysis models were used to test the relations among variables. Findings indicated that narrative measures were sensitive to developmental differences across the school year. Fall NDW performance in narrative retells was moderately related to both spring NDW and the total number of macrostructural elements in the spring. Spring WPM was uniquely predicted by fall WPM. Authors concluded that narrative retells are sensitive to developmental differences across a school year for DLLs. Findings support the use of narrative retell measures as a promising tool to examine and describe English language growth of young DLLs within a school year.

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Investigating the Effects of Narrative Advertising in a Real-Life Setting

International Journal of Market Research ◽

10.1177/14707853211033734 ◽

2021 ◽

pp. 147078532110337

Author(s):

Serdar Yıldız ◽

Necip Serdar Sever

Keyword(s):

Social Media ◽

Real Life ◽

Narrative Transportation ◽

Online Engagement ◽

Real Life Setting ◽

Advertising Context ◽

Engagement Behavior

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.

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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

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Story Elements

Story Structure and Development ◽

10.1201/9781315155319-6 ◽

2017 ◽

pp. 73-82

Keyword(s):

Story Elements

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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

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The strange biography of Samson

Nordisk Judaistik/Scandinavian Jewish Studies ◽

10.30752/nj.69597 ◽

2003 ◽

Vol 24 (1-2) ◽

pp. 19-36

Author(s):

Yair Zakovitch

Keyword(s):

World View ◽

Biblical Story ◽

The Bible ◽

Book Of Samuel ◽

Book Of Judges ◽

Story Elements

The biblical story of the life of Samson hides much from the reader&&the Book of Judges has deleted from the story elements that were deemed improper for the book’s placement among the Holy Scriptures. In this article, the author shows how the Bible transforms Samson from a mythological hero, the son of a god, to a mere mortal whose extraordinary strength came through the spirit of God that rested with him so long as he kept his Nazirite vows. The biblical storyteller could not prevent the story of Samson from entering into the biblical corpus since it was a tale of tremendous popularity. He thus told it in such a way as to bring it closer to his monotheistic beliefs and world-view. In its ‘biblical’ form the story does not bring honor to the figure of Samson, and so his placement as the last of the judges in the Book of Judges prepares the reader for the establishment of the institution of kingship, in the Book of Samuel.

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